• Title/Summary/Keyword: Advertising Avoidance

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Effect of Mobile Advertising Characteristics on the Continuity and Avoidance Intention of Mobile Advertisement (모바일 광고특성이 모바일광고 지속의도와 회피의도에 미치는 영향)

  • Moon, Jun-Hwan;Lee, Sin-Bok;Lee, Jae-Beom
    • The Journal of the Institute of Internet, Broadcasting and Communication
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    • v.17 no.1
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    • pp.237-252
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    • 2017
  • This study suggests a strategy to provide effective mobile advertising marketed by identifying factors affecting the use and avoidance intention of mobile advertising on SNS. This article has three main findings. First, each factor of usefulness, novelty and irritation have a significant effect on satisfaction and usefulness, clutter and irritation factor have a significant effect on dissatisfaction. Second, satisfaction and dissatisfaction of mobile advertising exist at the same time, and it is confirmed that they are considered when consumers use mobile advertising. The third finding is that effective mobile advertising avoids the boredom of ads through moderating irritation and should be used in fresh form with more useful information than other ads' form. The result of this study should be an important criterion that mobile advertising providers make advertisements that consumers want in the future.

Effect Measurement of Government and Public Service Advertising: Focused on Acceptance Process of Government and Public Service Advertising (정부광고와 공공광고의 효과 측정: 정부·공공광고의 수용과정을 중심으로)

  • Kim, Byoung Hee;Son, Yeong-Gon;Jo, Chang-Hwan;Lee, Hui-Jun
    • (The) Korean Journal of Advertising
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    • v.28 no.6
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    • pp.7-34
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    • 2017
  • The debate surrounding advertising effectiveness is not to be overstated as a major source of advertising research. However, there is still a lack of discussion on the model for measuring the effects of government and public service advertising. This study focuses on this point and develops an index model that can evaluate government advertising. For this purpose, we conducted a survey of 800 respondents in 7 major cities. Based on the creativity evaluation factors (originality, clarity, and appropriateness) of government advertising and the evaluation factors (interest, avoidance, and relevance) of policy contents, a causal model that affects the cognition, attitude, and behavioral responses of the audience was set up. As a result of analysis, originality, clarity, interest, and relevance except for appropriateness and avoidance were meaningful variables for creating government advertising effect such as policy understanding, audience attitude, word of mouth intention of policy. In addition, policy understanding and audience attitude were the main mediating variable influencing the word of mouth intention of policy. Based on research results, this paper discussed the direction for creating effective government and public service advertising in the future.

The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation (브랜드의 개인화된 마케팅이 MZ세대의 광고 회피와 브랜드 충성도에 미치는 영향)

  • Ik-Su Kim;Byung-Hwan Hyun
    • Industry Promotion Research
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    • v.8 no.4
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    • pp.1-15
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    • 2023
  • This study was conducted from May 10th to 30th, 2023 to confirm the relationship between advertisement irritation, privacy concerns, personalized marketing, and social influence of brand customized advertisements on advertisement avoidance and brand loyalty targeting the MZ generation. The following results were verified using the SPSS 28.0 and Smart PLS 4.0 programs for a valid survey of 400 people targeting the MZ generation nationwide on a daily basis. First, advertisement irritation had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty, and personalized marketing had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty. Second, concerns about personal information had a positive (+) effect on avoidance of advertisements and brand loyalty. Third, social influence had a positive (+) effect on advertisement avoidance and brand loyalty. Fourth, advertisement avoidance played a significant mediating role between advertisement irritation and brand avoidance, but did not play a significant mediating role between personalized marketing and social influence. Based on these results, this study is meaningful in that it can be used as basic data for research on advertising avoidance and brand loyalty and for establishing strategies necessary for brand marketing activities.

The Growth of Mobile Advertising and the Future of the Advertising Industry (모바일광고의 성장과 광고산업의 미래)

  • Lee, Chi-Hyung
    • Journal of Digital Convergence
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    • v.14 no.8
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    • pp.203-209
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    • 2016
  • The advertising media is undergoing a dramatic change mainly due to the increased use of smartphone. This study predicts the future of the advertising industry driven by the mobile advertising using scenario planning. Targeting technologies, restriction on the use of personal information, and overcoming ad avoidance were selected as key uncertain variables expected to impact on the growth of the mobile advertising 5 years later. With the support by expert interviews, the $2{\times}2$ matric combines two cases to generate four scenarios; the one whether mobile ads surpass PC-based online ads, the other whether the combined force of mobile and PC-based ads surpass the traditional media in advertising spendings. Each scenario is articulated according to the future of key variables. The most likely scenario is that mobile will dominate the advertising media market. However, it is important not to ignore different scenarios because key variables evolves in unexpected manner and then they can become reality. The future research will combine its key variables with social and economic ones and segment technical variables in more details.

The Effect of Brand Familiarity on Green Claim Skepticism in Distribution Channel

  • Belay Addisu KASSIE;Hyongjae RHEE
    • Journal of Distribution Science
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    • v.21 no.6
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    • pp.51-68
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    • 2023
  • Purpose: This study aims to explore the impact of green products' claim skepticism on green purchase intention and further investigates the moderating role of environmental concern in the relationship. This study, by drawing the persuasion knowledge model expected that ambiguity avoidance penalizes less familiar brands than familiar brands. Further, the present study building on Hofstede's cultural dimension, specifically, uncertainty avoidance, undertook a scenario to understand any difference that exist between uncertainty avoidance cultural groups. This study also investigates gender differences in green claim skepticism and proclivity to purchase green products. Research design, data, and methodology: For analyzing the relationship relevant hypotheses were designed, and R-programming software was used. To test the hypotheses two independent sample t-test and regression analysis were carried out. Results: The results suggest that consumers' skepticism toward green claims influenced the intention to purchase eco-friendly products. The study finding also confirms the effect is moderated by environmental concern. Also, the findings of two scenarios reveal that consumers in high uncertainty avoidance culture exhibited a greater level of skepticism for green print advertising and green packaging claims when the brand in the advertising and packaging was unfamiliar than when it was familiar. Conclusions: To alter the negative effect of skepticism the consumer should believe the environmental claims are valid so that they can contribute to solving sustainability issues.

A Study on the Message Expression Type and Brand Familiarity of Raffle Advertising (래플광고의 메시지 표현 유형과 브랜드 친숙도에 따른 광고 효과)

  • Lee, Sung Mi
    • Smart Media Journal
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    • v.11 no.8
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    • pp.29-36
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    • 2022
  • Smart advertising in digital media has become an active research field in the past few decades. The purpose of the study is to investigates the interaction effects between the message expression type and brand familiarity on the effectiveness of raffle advertising. An online 2×2 between subjects experiment was constructed. The results showed the interaction effects between the message expression type and brand familiarity on advertising attitude, brand attitude, and purchase intention.

Antecedents and Consequences of Brand Hate Among Netizens: Empirical Evidence from Vietnam

  • NGUYEN, Hai Ninh
    • The Journal of Asian Finance, Economics and Business
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    • v.8 no.7
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    • pp.579-589
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    • 2021
  • In the era of tough competition, the customer's emotional attachment to brand plays a vital role to the successes and failures of enterprises. Specifically in the case of doing business online, brands have to cope with the troubles of rising from brand hate as brand avoidance, negative word of mouth and brand retaliation. Traditionally, the brand communication is very hard to control and with online communities, the problems tend to be even more severe. This paper aims to explore and discuss the core concept, the driven factors and the actionable consequences of brand hate among netizens. A total of 358 valid responses were obtained from surveys taken from the internet users across the nation. Partial Least Square - Structural Equation Modeling (PLS-SEM) was conducted using Smart PLS to assess the hypotheses. The result shows that the expression of brand hate among netizen consists of active hate and passive hate. Deficit value, deceptive advertising, negative past experience and ideology incompatibility have been confirmed as influencing factors on customers' brand hate emotion. Then brand hate itself causes the customer's actionable outcomes such as brand avoidance, brand negative word of mouth and brand retaliation. Along with the theoretical contributions and managerial implications have been recommended for enterprises to avoid netizens' brand hate.

The Effects of User Experience on Facebook Acceptance Behavior and Advertising Acceptance Behavior (사용자 경험이 페이스북 수용행태와 광고 수용행태에 미치는 영향)

  • Chang, Sungbok;Youm, Dongsup
    • Journal of Digital Convergence
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    • v.16 no.3
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    • pp.169-179
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    • 2018
  • This study aimed to investigate the effects of user experience on Facebook acceptance behavior and advertising acceptance behavior. For the study, a survey was conducted among 367 male and female college students who use Facebook. In the results, first, functionality, usability, and pleasurable had positive effects on Facebook attitude, usability and pleasurable on flow, and reliability, usability, and pleasurable on the intent for continuous use. Second, functionality had a negative effect on advertising invasiveness while pleasurable had a positive effect on advertising attitude and no significant effect on advertising avoidance. The findings in this study provide basic data that can be used by various companies that use Facebook and advertising on Facebook for developing marketing strategy. In addition, future studies are expected on considering various variables related to user experience.

A Study on the Cultural Characteristics reflected on the Consumer Product Ads (소비자제품의 광고에 반영된 문화특성에 관한 연구)

  • 김태희;전양진
    • Journal of the Korean Society of Clothing and Textiles
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    • v.25 no.3
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    • pp.629-637
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    • 2001
  • The objective of this study was to identify the cultural characteristics affecting advertising contents of the consumer products. Hofstedes(1991) five cultural characteristics such as individualism-collectivism, power distance, masculinity-feminity, avoidance of uncertainty, confucian dynamism were used. Ten kinds of consumer products were included and data were collected from France, Japan, Korea, and U. S. during 1999∼2000. All ads were evaluated and compared their cultural characteristics in terms of country, product involvement and usage, and magazine type. ANOVA, Duncan test, and Pearson correlation-coefficient were applied to analyze data. The results were shown as follows: First, most ads tended to be individual, less power oriented, feministic, and showed high tendency of uncertainty avoidance as well as long term confucianism for all the countries. And some cultural characteristics were different among countries. Japan, France, U. S. and Korea in order showed higher individualism and lower power distance. Also Korea and Japan showed relatively short term confucian culture while U. S. and France did ling term perspectives in the ads. Second, product involvement and usage type had a significant impact on the characteristics of individualism-collectivism and feminity-masculinity. That is, product ads of lower involvement and personal use were likely to show individualistic messages and to have more feministic appeals. Third, magazine type had an impact on some cultural characteristics. Womens magazines would have more individualistic, less power oriented, and feministic appeals of ads. In conclusion, global ads should be localized and differentiated in terms of some cultural characteristics and differ depending on product characteristics.

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The Effect of Depth Perception and Animation in Virtual Reality OOH Ad on Users' Cognitive Responses (가상현실 옥외광고의 깊이감과 애니메이션 효과가 사용자의 인지적 반응에 미치는 영향)

  • Min-Woo Cho;Donghun Chung
    • Journal of Information Technology Services
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    • v.23 no.2
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    • pp.117-133
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    • 2024
  • This research analyzes users' cognitive responses to Out-Of-Home advertising content based in virtual environments. Specifically, it distinguishes the depth of advertisements as 2D or 3D and categorizes animation effects of light as a representation of virtuality into 'none', 'blinking', and 'flowing'. For this purpose, virtual reality content was developed, and after experiencing the content while wearing HMD, users' cognitive responses were investigated. Involving 60 participants, the study found that the interaction effects between depth perception and animation effects were not statistically significant, nor was the primary effect of depth perception. However, the main effect of animation showed statistically significant differences in users' attention, vividness, perceived intrusiveness, avoidance tendency, and flow. This study presents design elements that can be utilized in the production of virtual environment-based Out-Of-Home advertising and experimentally demonstrates that animation effects can serve as an effective means of emphasis in virtual environment advertising. These findings provide important insights for the creation and strategic planning of advertisements in virtual environments.