• Knowledge Management Research
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• v.16 no.1
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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.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.881-889
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• 2022

This study is to empirically investigate the impact of product placement on purchase intention. Product placement is growing due to its advantages that it is cheaper than general advertising and free from restrictions from exposure time. Considering that, this study includes variables reflecting high importance and characteristic changes in product placement. The study selects fashion involvement, celebrity involvement, bald exposure, and exposure strength as variables reflecting the unique characteristics of product placement, observance of ethics and consumer deception as ones reflecting ethical aspects, and program popularity and media familiarity as variables reflecting means of using product placement. As a result, celebrity involvement and program popularity have a positive influence on purchase intention, and consumer deception has a negative impact. However, fashion involvement, bald exposure, exposure strength, observance of ethics, and media familiarity do not have a statistically significant impact. This study explains the results through comparison with previous studies and suggests implications based on the association between product placement and purchase intention.

• Korean journal of communication and information
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• v.35
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• pp.362-393
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• 2006

The purpose of this manuscript was to investigate the effects of issue involvement and relation of perceivers to comparison targets on the magnitude of third person perceptions. The investigation was expected to help us to understand the underlying process of third person effect hypothesis. Data was collected from adult residents in Ohio, United States by telephone survey in 2003(n=524). Like most other third person effect studies, this study supported the hypothesis: Respondents perceived more media effects on others than themselves for both 'Negative media portrayals of smokers' and 'News coverage of Roman Catholic priest's sexual scandals'. Results of five hypothesis tests suggest that when relationship between a perceiver and a particular comparison target is present third person perception is explained more by cognitive components than motivational components. In this case, third person perception varies with comparison target's issue involvement while it is independent of social distance between the perceivers and the comparison target. Also, perceivers' issue involvement positively correlates with the magnitude of third person effect. Based on the results, it is concluded that when perceives or a comparison target is involved in a message cognitive processes accounting for the relationship can impact the magnitude of third person effect. An important theoretical implication of the study is that third person effect is, to some extent, related with framing effect and priming effect.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.2
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• pp.254-260
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• 2023

Recently, the cross-model strategy of using male models in advertisements for women's cosmetics has been increasingly utilized. Academics have begun to discuss and study cross-model advertisements, but most of the studies have focused on the effects of the presence of a cross model. We investigated the effects of a crossmodel's product demonstration as an advertising creative strategy on consumer's attitudes toward the ad. We examined the effects of a male model demonstrating the advertised products for women's cosmetics on female consumers' attitudes toward the ad. As a result, we found that when a male model demonstrated a product in a women's product advertisement, consumers' attitudes toward the ad were more positive the higher their product involvement. Therefore, product involvement was found to be a moderating variable in the effect of cross-model product demonstration on attitudes toward the ad. This study contributes to the line of research on the effect of cross-model and product demonstration advertising, providing practical implications for advertising practitioners.

• Journal of Fisheries and Marine Sciences Education
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• v.27 no.5
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• pp.1273-1289
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• 2015

The purpose of this study was to use the parent of the infant status and their media perception (3-7 five years) the infants' media use by examining the situation looking at the parents' use of media that cause impact on infants' media use parents will be validated accordingly to seek the solutions for the media and the involvement of infants perception. U City and 14 practitioners in preschool infants aged 5-7 target parents from 1307 people based in September 2014, a survey was conducted two months until October. This study was a mixed Methods for quantitative analysis of all the results and qualitative analysis of the results. Results for media use quantitative analysis of the results and impact parents have on infants' media use their media usage status of the parents and the media use of infants by their perceived status has been subjected to frequency analysis and hierarchical multiple regression analysis, parents perception results. Analysis of the solution for the immersion of the media and the infants unit of analysis was used for componential analysis. Through this study, parents would like to establish a plan to take advantage of essential educational content in the media and sought ways for the correct use of infants in the media and practice at home.

• International journal of advanced smart convergence
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• v.9 no.3
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• pp.272-283
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• 2020

Hashtags (#) have received a great deal of attention from academia and industry as an effective digital tool for engaging social media users and facilitating electronic word-of-mouth for brands. We delved into motivations concerning people's brand-related hashtag-posting behavior on social media. The findings revealed three motivations for posting brand-related hashtags on social media: social acceptance, brand altruism, and incentive seeking. Additionally, we examined the relationships between motivations and brand relationship variables. The results showed that social acceptance and brand-related altruism predicted all of the five relationship variables (i.e., brand attitude, brand trust, brand affective and calculative commitment and brand loyalty), while incentive-seeking predicted brand calculative commitment and brand loyalty. The findings of the study provide some meaningful insights into the development of brand communication strategies and help marketers capitalize on social media platforms to achieve higher user involvement.

• Asian Journal for Public Opinion Research
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• v.1 no.4
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• pp.249-267
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• 2014

Social media is being increasingly utilized in disaster relief work to identify safety issues, locate displaced-victims, and seek or provide support for those who need help. The presence of social media in disaster management has changed significantly in recent years, as it was not prevalent in the 2008 Wenchuan earthquake, but had become a powerful force in the 2013 Ya'an earthquake. This paper discusses the development of social media in disaster management via making a comparison between how it functioned in the two earthquakes. It examines the following aspects: who are the stakeholders that use social media in the earthquake management; how do they adopt this means in response to the earthquakes; and what are the outcomes of adopting social media with regards to public engagement and collaboration in an emergency event. As Sina Weibo acts as the equivalent of China's Twitter, the methodology relies on an analysis of posts in Weibo. The outcomes primarily show that: (1) authorities, celebrities and the public actively adopted social media for the purpose of information dissemination and resource mobilization; and (2) social media users are both content consumers and content generators in the times of earthquakes. The study concludes that social media as a backchannel communication tool is helpful for government institutions, corporations, and nonprofit organizations to build relationships with their stakeholders in the disaster management cycle. The result will interest academics and emergency management practitioners who are concerned with improving disaster communication.

• The Korean Journal of Zoology
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• v.30 no.2
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• pp.107-116
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• 1987

It is the purpose to investigate the physiological toxity and mutagenicity by heavy metal compounds such as potasium dichromate, sodium arsenite and selenium dioxide on the development of Drosophila melanogaster. These chemical compounds were highly toxic at every developmental stage of Drosophila. The relative values of fecundity, viability and developmental time obtained on food media containing 5 different levels of potasium dichromate (500, 600, 700, 800, and 900 ppm), also 5 different levels of sodium arsenite and selenium dioxide (10, 15, 20, 25 and 30 ppm). Resulting in the relative values of fecundity and viability generally decreased, on the contrary developmental time generally reduced as the concentration of chemicals in the food increased. A significant reduction in the fecundity was observed between 800 and 900 ppm (p<0. 01) on the potasium dichromate media, between 15 and 20 ppm (p<0. 05) on the sodium arsenite media, between 20 and 25 ppm (p<0. 02) on the selenium dioxide media. A significant reduction in the viability was observed between 700 and 800 ppm (p<0. 01) on the potasium dioxide media, between 25 and 30 ppm (p<0. 01) on the sodium arsenite media, between 20 and 25 ppm (p<0. 01) on the selenium dioxide media. The developmental time was significantly reduced between 800 and 900 ppm (p<0. 001) on the potasium dioxide media, between 15 and 20 ppm (p<0. 001) on the sodium arsenite media, and between 25 and 30 ppm (p<0. 01) on the selenium dioxide media.

• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.454-466
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• 2016

The Korean wave refers to the spread of Korean popular culture from China to all over the world. The Korean wave has been improving the national image and creating a new brand value for Korea as a symbolic soft power. Its spread has been operating as a kind of energy that is fueling national competition. The Korean wave creates a new type of tour and increases tourists' intention to visit special places revealed indirectly through mass media. People can vary highly in terms of awareness, attitude and behavioral pattern according to the degree of care for and interest in something. This is called involvement. Three hypotheses were established to study the effect of the Korean wave in terms of involvement. First of all, it confirms whether the Korean wave involvement affects national image and image as a tourist destination. Second, it confirms whether national image affects Korea's image as a tourist destination. Third, it confirms whether the Korean wave involvement affects intention to visit Korea. The certification results of these hypotheses confirm that the Korean wave affects national image, Korea's image as a tourist destination, and intention to visit Korea. The national image also partly affects its image as a tourist destination.

• Journal of the Korean Society of Costume
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• v.62 no.8
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• pp.134-148
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• 2012

Social commerce is not only a new form of shopping malls that did not exist in the past, but also a new form of media as it gets combined with social networking services. The purpose of this study is to analyze the influence of clothing involvement on the relationship between shopping values, attitudes, and purchase intentions of consumers in the group-buying type of social commerce. A specialized Internet survey company carried out the survey targeting consumers in their 20s and 30s with experience of purchasing fashion products using group-buying type of social commerce. A total of 200 questionnaires were used for the final analysis. Descriptive statistics, factor analysis, t-test, and regression analysis were conducted by using SPSS 12.0 and AMOS 19.0. The results are as follows. First, diversity/informativeness, impulse/accumulation, price, convenience, reliability, interaction, and adventure were identified as shopping value dimensions. Second, especially in cases of diversity/informativeness, price, and interaction, there were significant differences between the high involvement group and the low involvement group. Third, five of the categories, which were diversity/informativeness, price, convenience, reliability, and interaction, had significant influence on attitude and purchase intention. When the attitude variable was included with shopping value as independent variables in the regression model to predict purchase intention, the attitude variable presented a full mediating effect or a partial mediating effect between shopping value and purchase intention. Also, the relationship among shopping value, attitude, and purchase intention was different to some degree according to the level of consumer clothing involvement.