• International journal of advanced smart convergence
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• v.12 no.2
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• pp.1-16
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• 2023

Influencer advertising, which has gained significant attention in academia and industry, is widely adopted as a digital marketing strategy. This study empirically analyzes the impact of perceived influencer channel attributes and ad attributes on the suitability of advertisements and their effects on consumers' positive and negative advertising behaviors. The research aims to identify various factors that can enhance the effectiveness of influencer advertising. The results reveal that among the influencer channel attributes, informativeness and intimacy have a positive impact on ad suitability, while ad clutter has a negative impact. Additionally, ad-influencer fit positively affect ad attention and negatively influences ad avoidance. Based on these findings, companies can enhance the effectiveness of influencer advertising by first selecting influencers who align well with the advertisement and emphasizing informativeness and emotional bonding to improve ad suitability. Moreover, the study suggests that influencer advertising strategies can be effective as long as they avoid excessive ad clutter, as it diminishes ad suitability. Marketing practitioners and advertising planners can utilize these insights to formulate more effective influencer advertising strategies.

• Journal of the Korea Society of Computer and Information
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• v.20 no.8
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• pp.7-13
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• 2015

Recently, there are serviced user customized advertisement of various type using smart device. Representative services are advertisement service using light of smart TV screen or audible sound of smart TV to transmit advertisement information. However, those services have to do a specific action of smart device user for advertisement information or need audible audio information of TV contents. To overcome those weakness, therefore, we propose an advertisement method using inaudible sound of speaker based on smart device. This method supports the transfer of advertising content to the smart device user with no additional action or TV audio signal required to access that content. The proposed method used two high frequencies among 18kHz ~ 22kHz of audible frequency range which smart TV can send out. And it generates those frequencies synthesized with audio of TV contents as trigger signal which can send advertisements to smart device. Next, smart device analysis the trigger signal and request advertisement contents related to the signal to server. After then, smart device can show the downloaded contents to user. Because the proposed method uses the high frequencies of sound signals via the inner speaker of the smart device, its main advantage is that it does not affect the audio signal of TV content. To evaluate the efficacy of the proposed method, we developed an application to implement it and subsequently carried out an advertisement transmission experiment. The success rate of the transmission experiment was approximately 97%. Based on this result, we believe the proposed method will be a useful technique in introducing a customized user advertising service.

• Proceedings of the Korean Society of Computer Information Conference
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• 2013.07a
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• pp.237-240
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• 2013

21세기 스마트폰이 활성화됨에 따라 SNS(Social Network Service)의 사용이 급증하고 있으며, 기업 및 개인은 SNS의 파장효과를 이용하여 홍보 수단으로 활용하고 있다. 다양한 SNS가 존재함에 따라 각 SNS 별도의 계정을 이용하여 운영하고 있다. 이에 따라 각각의 독립적인 운영으로 관리작업이 늘어나고 효율적인 활용이 제약받게 된다. 본 논문에서는 HTML5 웹 표준화 기술을 적용, 운영체제(OS), 스크린(Screen), 브라우저(Browser)에 제약받지 않는 APP을 구현(implement)하고, 이 APP으로 홍보뿐만 아닌 기존의 쿠폰이 제공하지 못하는 사용자의 편의성 부분을, 스마트폰이 탑재하고 있는 NFC 기반의 모바일 쿠폰시스템까지 구현한다.

• International journal of advanced smart convergence
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• v.10 no.4
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• pp.14-21
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• 2021

The purpose of this study is to investigate the effect of consumers' engagement through SNS sports advertisements on purchase intention through advertising attitudes and product trust for the disabled. In other words, it was intended to investigate how the disabled people's intention to purchase products is formed by acting on various sports product advertisements that are seen during SNS activities. Accordingly, a survey was conducted on 300 people with disabilities participating in sports for the disabled. As a result, it was found that functional engagement had a positive effect on both advertising attitude and product trust, and advertising attitude and product trust had a positive effect on purchase intention. However, emotion engineering and communal engineering were found to have a negative effect on advertising attitudes and not on product trust.

• The Journal of the Korea institute of electronic communication sciences
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• v.7 no.3
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• pp.515-520
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• 2012

Recently, such as smart phones and tablet users of mobile devices increases rapidly as the related applications(app) and this is increasing the mobile ads. The mobile users may be accessed the variety of the mobile ad by free app and the advertisers and the app developers easily publish the mobile ads by the mobile ad platform. In this paper describe the technical features of domestic mobile ad platforms and the functionality of mobile ads, and for them to compare and analyze.

• International journal of advanced smart convergence
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• v.13 no.1
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• pp.129-139
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• 2024

In digital marketing, the strategic use of emojis in social media advertising, particularly on the Xiaohongshu app, significantly influences consumer acceptance and purchase behavior. This study examines the impact of emoji-laden advertisements and the role of brand metaphorical warmth on consumer perceptions. Employing a tailored questionnaire, the research explores how emojis affect brand advertisement reception, filling a gap in empirical research on emoji advertising effectiveness. Findings indicate that emojis, when used judiciously, enhance consumer acceptance and contribute to a positive brand perception. However, excessive use may undermine trust. Brand metaphorical warmth emerges as a crucial factor, suggesting that emojis can effectively convey warmth, fostering a deeper emotional connection with consumers. These insights offer practical implications for refining social media marketing strategies, advocating for a balanced approach to emoji usage in advertisements to optimize engagement and influence consumer behavior.

• Journal of the Korea Convergence Society
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• v.11 no.2
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• pp.101-107
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• 2020

This study is based on Art Infusion type (modification vs. re-interprete and interactivity level (high vs. low) are independent variables such as 'Product-Related Memory (PRM)' and 'Image Related Memory (IRM)', Experimental research was carried out empirically through Two-Way MANOVA analysis with advertising attitude as a dependent variable. As a result, first, in the case of the modified advertisement, when the interactivity is low, the advertisement image-related memory information (IRM) is more memorized and affects the judgment. Second, in the case of reinterpreted advertising, the memory information related to product attributes is stored at low level regardless of the level of interactivity. Third, the attitude toward advertising for famous paintings was positive when the level of interactivity was low.

• Journal of the Korea Convergence Society
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• v.9 no.2
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• pp.171-176
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• 2018

The purpose of this study is to establish smart signage in a certain space and to analyze not only media ingestion and advertising inducement as well as any information (high vs. low vs. low) and flow level And the memory effect related to whether or not to remember. The results of this study show that the higher the interaction level and the higher the engagement level, the higher the advertising engagement is. In addition, media involvement was high when interaction level was low and flow level was high. Finally, if the level of interactivity is low and the level of flow is high, then non - valued attribution information is more likely to be recalled than the comprehensive evaluation information. If the interaction of smart signage is high and the flow of users is low, Recalled more recall information. In the future, detailed strategies for enhancing user flow will be needed rather than a strategy for unconditional enhancement of interaction in smart signage strategy.

• The Korean Journal of Franchise Management
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• v.12 no.4
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• The Journal of the Korea Contents Association
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• v.12 no.3
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• pp.95-101
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• 2012

The advent of the multiple media representatives system make the competition in the advertising industry. In this sense, both advertising industry and academic field have interested in construction and application of public infrastructure for broadcasting advertising. More specifically, this work analyzes the value of Kodex in the smart media system. Also, this study explores a basic set of application plan of Kodex as the public infrastructure. As a result, it is necessary to build transaction system infrastructure, ads contents application infrastructure, ads promotion infrastructure, and new profit creation infrastructure in the KOBAnet and KODEX. This study, as a leading research for the application of broadcasting advertising infrastructure, aims to provide some practical implications and suggestions for further research.