Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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The Impact of Weather and Air Quality on Mobile Advertising Click through Rate(CTR)

날씨와 대기질이 모바일 광고 클릭률에 끼치는 영향

  • Hyungjin Lukas Kim (Department of Future and Convergence Business Administration, Myongji University) ;
  • Insoo Son (Department of Global Business Administration, Sangmyung University)
  • 김형진 (명지대학교 미래융합경영학과) ;
  • 손인수 (상명대학교 글로벌경영학과)
  • Received : 2024.02.04
  • Accepted : 2024.03.30
  • Published : 2024.05.31
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Abstract

Weather significantly shapes daily life, impacting consumer behavior and psychology. Changes in weather influence ad receptivity, directly affecting corporate sales. Businesses strategically leverage weather in marketing efforts. Mobile devices have exponentially increased ad exposure, with real-time connectivity enhancing exposure time. Despite the need to empirically confirm weather's impact on mobile ad acceptance, research is lacking. This study explores weather's influence on mobile ad receptivity, considering environmental changes like air quality. Results aim to assist digital advertisers in refining targeted strategies with weather information.

날씨는 우리 일상에 깊은 영향을 주는 요소로 소비자의 심리와 행동에 영향을 미치기 때문에 날씨의 변화는 소비자의 광고 수용 행태에도 영향을 미치고 기업의 매출에 직접적인 영향을 준다. 이에 따라, 기업들은 마케팅 및 홍보에 있어 전략적으로 날씨를 활용해 왔으며 중요하게 관리해야 하는 요소로 인식해왔다. 모바일 디바이스의 등장에 따라 사용자가 접하는 광고 매체와 지면은 그 이전보다 기하급수적으로 증가하였다. 모바일 환경의 경우 자는 시간을 제외하고는 실시간으로 접속하기 때문에 광고에 노출되는 시간과 밀도도 증가하였다. 날씨가 사용자의 모바일 광고 수용행태에 어떻게 영향을 주는지를 실증적으로 확인하는 것은 상당히 중요하지만, 이와 관련된 연구가 부재하다. 따라서 본 연구는 날씨가 모바일 광고 수용행태에 끼치는 영향을 실증적으로 확인하였으며, 환경변화에 따라 영향이 증가하는 대기질에 대해서도 함께 고려하였다. 본 연구의 결과는 디지털 광고 플랫폼 사업자나 광고 주체에게 날씨 정보를 활용한 타겟팅 전략의 개선에 도움이 될 것으로 기대한다.

Keywords

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