• 한국경영과학회지
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• 제36권3호
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• pp.75-90
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• 2011

Suggesting that endorser fit in print advertising can be subdivided into observable endorser-product fit, unobservable endorser-product fit, and observable endorser-background fit, this study empirically investigates their effects on advertising effectiveness. Undergraduate students participated in the study and evaluated three real advertisements on the items of the fits, the advertising effectiveness, and so on. The advertisements were for a watch, perfume, and women's clothing. Results showed that each of fits had an positive effect on advertising attitude, brand attitude, and purchase intention respectively and the observable endorser-product fit had a more positive effect on such an effectiveness than the unobservable endorser-product fit and the observable endorser-background fit in the majority of cases. It was also found that each of the fits had a tendency to exert relatively greater effects on the advertising effectiveness, especially on the purchase intention, compared to the endorser preference.

• 지식경영연구
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• 제16권1호
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• pp.193-208
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• 2015

With the rapid growth in the use of digital advertising media among consumers, there is an increasing interest in the utilization of virtual advertising and PPL as an alternative to traditional television advertising. Nonetheless, few studies have compared the effects of these new advertising platforms, still lacking knowledge on their relative effects for maximizing advertising effectiveness. This study, thus, intends to compare virtual advertising and PPL with respect to advertising effectiveness (i.e., consumer evaluations of advertising attributes, brand attitudes, and purchase intentions), controlling for the level of product involvement. An experiment was conducted with a sample of 360 participants and actual ads were used as test stimuli. According to the results, consumers exhibit more favorable evaluations on all the three advertising attributes (i.e., entertainment, informativeness, and irritation) for high-involvement products, whereas, for low-involvement products, virtual advertising is perceived to be more irritating than PPL. In particular, the effect of informational value of virtual advertising on brand attitudes was found to be most significant. In addition, for high-involvement products, virtual advertised products. Advertising practitioners may have to consider these results and fully utilize the advantages of virtual advertising and PPL in order to achieve maximum advertising effectiveness.

• 한국의류학회지
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• 제38권3호
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• pp.386-396
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• 2014

This study examined the effects of Korean celebrity advertising models on the advertising effectiveness for Chinese brands by comparing apparel products with electronic products. In addition, this study explored the effects of gender and monthly expenses on the evaluation of Korean celebrity advertising models. This study targeted 388 Chinese university students in China. The results show that Korean advertising models consist of five attributes (familiarity, visibility, credibility, similarity, and attractiveness) and that advertising effectiveness consists of three factors (attitude toward the advertisement, attitude toward the brand, and purchase intention). The impact of these five advertising model attributes on advertising effectiveness differ for apparel and electronic products. The results also indicate gender and expense differences in the evaluation of Korean celebrity models. We discuss the theoretical and managerial implications of the results along with potential limitations and future research directions.

• 지식경영연구
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• 제25권3호
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• pp.253-278
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• 2024

디지털 플랫폼의 등장과 기술의 발전은 광고 시장의 변화를 촉진하고 있다. 특히, 디지털 옥외광고(Digital Out of Home, DOOH) 분야가 뉴미디어로 자리 잡으면서, 엘리베이터 내 설치된 TV를 통한 광고 시장이 증가하고 있으나 관련 연구나 실증 조사는 부족한 상황이다. 이에 본 연구는 엘리베이터 TV 광고의 소비자 인식과 광고 효과를 실증적으로 검증하고, 그 효과에 영향을 미치는 주요 요인을 파악하는 것을 목적으로 한다. 이를 위해 탐색적 조사와 시나리오 기반 설문조사, 뇌파 분석을 통해 엘리베이터 TV 광고의 특성과 효과를 다각도로 분석하였다. 연구 결과, 엘리베이터 TV 광고가 소비자의 인지도를 높이고, 광고 메시지의 효과적 전달이 가능함을 보여준다. 또한, 본 연구는 광고 효과에 영향을 미치는 주요 요인들을 도출하고, 이를 통해 광고주들이 보다 효과적인 광고 전략을 수립할 수 있는 기반을 제공하였다. 본 연구는 엘리베이터 TV 광고에 대한 이해를 높이고, 그 효과를 실증적으로 검증함으로써 관련 분야의 문헌을 확장하는 데 기여한다. 또한, 엘리베이터 TV 광고 제작자 및 광고주들이 보다 효과적인 광고 전략을 수립하는 데 도움을 줄 것으로 기대된다.

• 한국의류학회지
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• 제46권1호
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• pp.17-32
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• 2022

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiveness at different levels (low vs. high) of curiosity toward fashion video ads in the online context. For this purpose, a total of 408 responses were collected from consumers who were aged 20-40 years and had viewed fashion video ads via PC/mobile channels in the preceding six months. The results showed that three advertising attributes, namely informativeness, entertainment, and personalization, were significant predictors of engagement. Additionally, engagement had a significant mediating effect on the relationship between entertainment and ad effectiveness. Moreover, both informativeness and entertainment had a significant direct effect on the behavioral intention to search and engage in e-WOM. At the high-curiosity level, engagement had a significant influence on ad attitudes and e-WOM intention. In contrast, at the low-curiosity level, entertainment had a significant influence on e-WOM intention and continuous intention to search. These findings are meaningful in that they extend the advertising attitude model to fashion video ads in the online context.

• International Journal of Contents
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• 제15권3호
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• pp.21-31
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• 2019

This study employs an experimental design to investigate the conditions under which the use of AR may be particularly effective or rather ineffective in advertising contexts. We first discuss the inconsistent results regarding the effectiveness of AR on advertising message comprehension and argue that these inconsistencies can be at least partly explained by the moderating effect of an individual's resistance to innovation (i.e., AR technologies). We then provide statistically significant interaction effects between ad types (AR-based, traditional 2D) and innovation resistance. Finally, we suggest that the effect of AR on certain variables is constrained or unconstrained by an individual's level of receptivity or resistance to a new technology-based advertising platform, and that flow experience is equivalent regardless of these levels.

• International journal of advanced smart convergence
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• 제12권2호
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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.

• Asia pacific journal of information systems
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• 제28권3호
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• pp.183-203
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• 2018

In the era of Web 2.0, social media advertising can simultaneously stimulate consumers' brand purchase intention and brand information sharing intention. Product sales and brand information diffusion are equally important for a company that conducts advertising. This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising effectiveness models. An analysis of 267 survey questionnaires shows that brand content-related cues, including perceived uniqueness, perceived vividness, and perceived interactivity have significant effects on consumers' affective and cognitive involvement, which then affect their attitude toward brand content. As a result, the consumers' attitude toward the brand and their brand purchase intention, as well as their brand content sharing intention, are positively affected by attitude toward brand content. This study contributes to a better understanding of how social advertising works, which suggests that managers should effectively use social media to conduct advertising.

• 한국의류학회지
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• 제34권5호
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• pp.784-796
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• 2010

Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.

• 한국콘텐츠학회논문지
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• 제17권4호
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• pp.108-118
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• 2017

본 연구에서는 소셜 추천 광고에 대해 중점적으로 살펴보고 광고 효과를 분석하였다. 구체적으로, 소셜네트워크 사이트 상의 광고 효과에 영향을 미치는 중요한 세 가지 요인, 광고 추천인의 광고 추천 의도와 관련된 보상 유형 (금전적 보상 vs. 비금전적 보상), 광고의 제품 유형 (쾌락재 vs. 실용재 ), 광고 추천인과 소비자와의 유대 강도 (강한 유대 vs. 약한 유대)에 대해 조사하였다. 보상 유형과 광고 제품 유형 간의 상호 작용 효과를 검증하기 위해 $2{\times}2$ 요인 실험 설계를 하였으며 광고 추천인과 소비자 사이의 유대 강도는 조절변수로 설정하고 분석을 실시하였다. 연구 결과, 소셜 추천 광고를 본 참가자들이 비금전적인 보상을 제공하는 쾌락재 광고를 볼 때에 효과가 가장 높았으며, 제품 유형과 보상 유형이 각각 효과를 보인 것으로 나타났다. 광고 제품 유형 및 보상 유형의 조합에서는 약한 유대에 있는 사람이 추천하는 광고보다, 강한 유대에 있는 광고 추천인이 광고 효과에 더 큰 영향력을 미친다는 조절 효과가 확인되었다. 즉, 광고 추천인과 소비자 사이의 유대 강도의 차이에 따른 조절 효과가 발생한 것이다. 본 연구 결과를 바탕으로 소셜 네트워크 사이트 상에서의 마케팅 환경 방법에 관한 시사점을 논의하였다.