• Asia pacific journal of information systems
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• v.10 no.4
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• pp.115-132
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• 2000

As the web advertising proliferates due to the explosive growth of Internet users, there is a research need for the consumers' general perception on the individual advertisements in the web. This research studies whether the characteristics of Internet advertising(entertainment, informativeness, purchase facilitation, irritation) influence the consumers' attitudes in the Internet environment. This is based on the fact that the web as an advertising channel is quite different from the traditional advertising channels. Twc different surveys are conducted; one is to study consumers' general responses for the Internet advertising in general, and the other is to study more specifically consumers' attitudes for the six different advertising messages(product advertising, corporate image advertising, on-line catalog, billboard, contest/game advertising and online directory of firms). Entertainment and informativeness factors are found to be positively related with the consumers' general attitudes for the web advertising, whereas purchase facilitation and irritation factors have no relationships. Also, a set of advertising strategies for the six different advertising messages are given based on the findings about the relationships between the six advertising messages and the four influencing factors.

• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.15-23
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• 2019

Mobile devices have become the most influential media platform. Mobile advertising has thus grown much faster than any other type of advertising. This study is designed to examine antecedents of attitude toward mobile ads, antecedents such as irritation, personalization, and online information privacy concerns. The study also examines consumers' attitudes toward mobile ads as an antecedent of mobile advertising acceptance. Study findings suggest that irritation is not a statistically significant predictor of attitude toward mobile ads. An antecedent found to be positively related to attitude toward mobile ads is personalization and one found to be negatively related is online privacy concerns. Finally, consumers' attitudes toward mobile ads are found to be positively related to a general acceptance of mobile advertising. Practical implications are discussed.

• Journal of Information Technology Services
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• v.8 no.2
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• pp.23-41
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• 2009

UCC paradigm based on Web 2.0 has made new business models and came to the forefront as a commercial media. The purpose of this study is to analyze the customer attitudes toward UCC and its effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that informativeness, entertainment, irritation, trust, ease of use, and flow are significantly related to the attitude of UCC advertising, but usefulness and incentives are not. Customer attitude toward UCC advertising was also found to be significantly related to the such effects as brand attitude, word of mouth, and intention to buy. This study contributes to improve the understanding of UCC as a commercial media and provides the base of activation strategies for it.

• Journal of Information Technology Applications and Management
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• v.20 no.2
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• pp.89-107
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• 2013

Recently, the majority of leading companies has a strong interest in SNS advertisement. Therefore, the purpose of this study was to classify lifestyle of SNS adopters in order to support establishing companies' SNS advertising strategy. According to the analysis, (1) SNS advertisement's attributes (Entertainment, Irritation and Credibility) are affecting the Advertising Value, similar to a Mobile advertisement, and (2) Major SNS advertisement's Advertising Value depends on the lifestyle. The results show that : (1) self-express lifestyle is affected by Irritation, and that (2) information collected lifestyle is affected by Entertainment.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.5
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• pp.177-184
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• 2020

The paper examines the reaction of the Z-Vietnam generation to online TV advertising (TVC), which elements of online TV advertising has a positive influence, which factors do not affect or negatively affect their consumption decisions for the advertised goods. Data for the study was collected from 300 Vietnam's Generation Z in Ho Chi Minh City through live interviews or questionnaires through Google Docs Forms, with over 30 questions. The six basic factors that influence the reactions of Generation Z consumers are information, entertainment, irritation, credibility, interaction, and advertising value. The research results show that, due to the influence of social media and generational characteristics, most consumers of the Generation Z in Vietnam have a favorable attitude towards online TV advertising, and they appreciate this form of advertising. Information element, irritation, credibility and entertainment have a strong and positive impact on TVC. The other two factors are advertising value and interaction, which does not significantly affect the reaction of this generation. This study needs to be checked and reviewed by subsequent studies on a larger scale and in a wider scope because the study only conducted random sampling on a small scale, did not meet the requirements for representation and generality.

• The Journal of Economics, Marketing and Management
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• v.12 no.1
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• pp.65-75
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• 2024

Purpose: Through this study, first, we try to understand the characteristics of SNS beauty advertising using SNS. Second, focusing on S-O-R Theory, we aim to confirm the impact of SNS beauty advertising characteristics on positive emotions, commitment, and voluntary word-of-mouth intentions. Third, we intend to suggest measures related to effective SNS beauty advertising operation. Research design, data and methodology: To analyze the data collected of 308 questionnaires, the SPSS and AMOS statistical program was used, and the SNS beauty advertising characteristics were reclassified after analyzing the credibility and validity of the responses. Results: It was found that all SNS beauty advertising characteristics (interactivity, entertainment, credibility, and irritation) had a significant effect on positive emotions. However, entertainment and irritation did not have a significant effect on commitment. In addition, it was found that positive emotions had a positive effect on commitment, and commitment had a positive effect on voluntary word-of-mouth intentions, and positive emotions had no significant effect on voluntary word-of-mouth intentions. Conclusions: In order to improve consumers' commitment in SNS beauty advertising, it is important to secure trust through interaction, and it is judged that the more commit in SNS beauty advertising through positive emotions, the more spontaneous and positive word-of-mouth effect can be created.

• 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.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.185-195
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• 2018

We try to explore the effect of the emotions of viewers caused by the insertion of the in-program adversiging on the advertising effect. To test our hypotheses, we collected the data through two lab experiments and analyze the data with t-test. The results are as follows. First, high engagement to the media contents impacts positively on the feeling of viewer's irritation when the movie clip is interrupted and an in-program advertising is inserted. Second, the negative emotions of the irration are congruented, which affect the attitude of the advertised product negatively. On the other hand, the irritation caused by the in-program advertising had a positive effect on the brand awareness and memory(recall) of the advertised product because of high state of arousal. These results enrich the understanding about the role of in-program advertising which affect viewer's feeling and behvior. Moreover, these findings provides managerial implications to help advertising managers manage their in-program advertising more effectively.

• Journal of Information Technology Applications and Management
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• v.19 no.4
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• pp.115-135
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• 2012

Currently, smart signage as a new kind of advertisement media has been widely used and has had a significant effect on consumers. In this study, we examine the impact on the attitude towards smart signage advertisement based on the Ducoffe's Web advertisement model. In particular, we investigate how the advertising factors (interaction, informativeness, irritation, and entertainment) as well as the contextual factors (localization, immediacy, and personalization) have effects on the value and attitude towards smart signage advertisement. Furthermore, we examine the moderating effect of individual defensive propensity on the relationship between affecting factors and the advertising value. By analyzing 192 samples from undergraduates, we found that four out of seven factors have significant effects on the value towards smart signage. More specifically, for advertising factors, informativeness and irritation have positive effects on the advertising value. For contextual factors, on the other hand, localization and entertainment have positive effects on the value towards smart signage. Besides, we discovered that the defensive propensity moderate the relationship between localization and the advertising value.

• Journal of Intelligence and Information Systems
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• v.19 no.3
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• pp.73-91
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• 2013

Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.