• Title/Summary/Keyword: Fashion video ads

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The Influence of Advertising Attributes and Engagement on the Advertising Effectiveness of Fashion Video Ads (패션 동영상 광고속성과 인게이지먼트가 광고효과에 미치는 영향)

  • Sung, Heewon;Kim, Eun Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.46 no.1
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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.

Development of Interactive Media Player for Kiosk with User Motion Detection (사용자 모션 인식 기반 키오스크 전용 인터랙티브 미디어 플레이어 개발)

  • Song, Bok Deuk;Kim, Hyeong-Jin;Jeong, Hyeon-Jae;Choi, Yeon Jun
    • The Journal of the Korea Contents Association
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    • v.19 no.11
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    • pp.270-277
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    • 2019
  • These days, with the advent of digital broadcasting, media environment offers users an opportunity to enjoy differentiated contents in a more aggressive fashion through user-media interactions based on computer technology. In fact, the development of contents which can induce spontaneous acts from users such as outdoor ads which use certain sensors and devices and exhibition halls has been active. With the development of low-price motion recognition devices, people have been able to enjoy diverse interaction-applied media by recognizing users' motion data without body contact. In this paper, we developed an interactive media player that can recognize the user's motion and control the video in the web service environment without installing a specific program. In addition, we set user motion recognition range and developed a user motion recognition algorithm suitable for the Leap Motion equipment installed in the kiosk. The results of this study can be experienced by various interactive media such as interactive tourism, education, and movie contents in kiosks that can be installed in public places.