• Journal of the Korean Applied Science and Technology
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• v.38 no.6
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• pp.1502-1511
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• 2021

In order to analyze the phenomenon that occurs as the human brand domain of the golf advertising model expands, this study conducted a causal relationship (SEM) of 521 people using a mobile survey (URL) according to a sampling plan from July 1 to November 15, 2021. was applied and analyzed. First, the hypothesis was adopted with a statistically significant positive (+) effect on the fit of the human brand of the golf advertising model. Second, the hypothesis of suitability was adopted with a statistically significant positive (+) effect on purchasing behavior. Third, the human brand of the golf advertising model was hypothesized to have a statistically significant positive (+) effect on purchasing behavior. Finally, as a result of calculating the indirect effect through bootstrapping, it can be seen that the indirect effect of suitability in the relationship between human brand and purchasing behavior is statistically significant.

• Journal of Digital Convergence
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• v.12 no.4
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• pp.183-192
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• 2014

This study aims to empirically investigate how personalized and socialized mobile media impacts on users' acceptance of mobile advertising, given the consideration of users' mobile possession attachment. For this, the current study used focus group interview and surveyed mobile users. Interestingly, the findings reveal that personalized and socialized mobile characteristicssignificantly affect users' acceptance of mobile ads. That is to say, users' personalized mobile characteristics play an important role in either awareness of mobile ads or exposure to mobile ads.

• Journal of the Korean Applied Science and Technology
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• v.37 no.6
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• pp.1575-1582
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• 2020

This study aimed to provide basic data for establishing advertising strategy based on the value and implications of the image of the player by examining the influence of the image of a soccer player on the advertising effect. Therefore, a domestic soccer player selected as a sample the production population who experienced the advertisement selected as a model, and conducted a face-to-face (face-to-face) and non-face-to-face (mobile) survey for about 5 months from May 1 to September 30, 2020. Data from a total of 402 people were used for the final analysis. For data processing, frequency analysis, internal consistency and exploratory factor analysis, correlation analysis, and multiple regression analysis were performed using the SPSS (ver. 21.0) program. The main results of this study are as follows. First, it was found that the soccer player image impact the brand attitude of the advertising effect in the order of body and appearance, performance, reliability, attitude and morality. Second, it was found that the soccer player image impact the advertising attitude of the advertising effect in the order of performance, attitude and morality, body and appearance, reliability.

• The Journal of Information Systems
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• v.28 no.4
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• pp.251-270
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• 2019

Purpose Unlike advertising through the traditional media targeting unspecified number of people, the base of mobile environment using smartphone has expanded so that many companies can classify prospective customers according to their purpose, thereby enabling efficient targeted marketing with low cost. Design/methodology/approach This study has investigated how can marketing strategy be influenced by the price promotion type (immediate discount/delayed discount) and message framing (positive/negative) according to time pressure (low/high). Hypotheses are set through the consideration of prospect theory, endowment effect, framing effect, regulatory-focus theory, and time-pressure theory. Findings The results and interpretation of this study are as follows. First, it was found that the influence of the delayed discount on the purchase intention was larger than the immediate discount. Second, negative/loss frame messages have more influence on purchase intention than positive/profit frame messages. Third, when the price promotion type is delayed discount, the effect of the promotion message on the purchase intention when it presented by negative/loss frame is greater than the other cases. The implication of this study is that it can be used as a basic data for establishing a strategy to maximize the effectiveness of promotions effectively considering potential buyers of mobile commerce environment.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.24 no.8
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• pp.1015-1021
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• 2020

Mobile news users want news articles without advertising, meanwhile the news providers require advertisement displays in several types to attain advertising revenue. In this paper, we classified the types of advertisements on mobile news articles into fixed article type which is fixed on some areas of articles, fixed screen type which is fixed on mobile screens, and a combination type of them. In addition, we proposed a smart solution based on overlapping method which effectively organize advertisements to not distract the readers. The proposed method is similar to fixed article type and overlapping technique of advertisements on news article's photo or virtual area. The performance evaluation result shows that the proposed method provides more spaces for news articles effectively than the existing methods. Although only some areas of advertisements may be blocked according to the number or size of advertisements, the effect is not critical.

• Journal of Korean Institute of Industrial Engineers
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• v.27 no.3
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• pp.267-273
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• 2001

While forecasting sales of a new product is very difficult, it is critical to market success. This is especially true when other products have a highly negative influence on the product because of competition effect. In this paper, we develop a choice-based competitive diffusion model and apply to the case where two digital mobile telecommunication services, that is, digital cellular and PCS services, compete. The basic premise is that demand patterns result from choice behavior, where customers choose a product to maximize their utility. In comparison with Bass-type competitive diffusion models, our model provides superior fitting and forecasting performance. The choice-based model is useful in that it enables the description of such competitive environments and provides the flexibility to include marketing mix variables such as price and advertising.

• Journal of the Korean Operations Research and Management Science Society
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• v.39 no.4
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• pp.85-95
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• 2014

In the e-commerce, the conversion into the multi-media is the important issue. According to the research by Nielsen Korea, the 83% of customers who purchase the products in the e-commerce utilize multi-channel to buy the products such as mobile and online [3]. Thus, to effectively implement online advertising, marketers should understand the customers' path [15] in the multi-channel. The study of the multi-site activities plays an important role to predict customers' purchase [28]. To explain the e-commerce site visit activities of customers, we have developed research model in terms of the online advertising. This research model is based on the study of Moe and Fader [23]. There are two types of composition in the research model. First, general site visit as an exploratory search have net effect on the shopping site visit because customers could acquire or develop information on the e-commerce site via online advertising. Secondly, the e-commerce site visit as a goal-directed search cause threshold of the e-commerce site visit because customers could achieve their goal. When the threshold is increased, the probability of a shopping site visit is decreased and vice versa. Thus, we have investigated the impact of customers' previous visit activities (general site visit and shopping site visit) on the next e-commerce site visit in terms of dynamic view. Research data was provided by Cheil World Wide. This panel data include mobile and online log data of panelists from Jan. 2013 to March 2013. As the results, the customers' e-commerce site visit on the online media would decrease the probability of e-commerce site visit because these visit activities increase the threshold of e-commerce site visit. This result is similar with the previous study [23]. Otherwise, since e-commerce site visit on the mobile media decrease the threshold, the customers' probability of e-commerce site visit would increase In summary, the site visit activities on the mobile could improve the probability of e-commerce site visits.

• Journal of Distribution Science
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• v.17 no.11
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• pp.17-26
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• 2019

Purpose: Mobile media is gaining ground as an independent and core platform, and corporate interest and the expectations forstrategic use are rising in one-person media. Therefore, this study aims to establish interactivity, entertainment, information, professionalism, and up-to-date as the sub-factors of one-person media advertising properties, and to study the effect of one-personmedia advertising attributes on purchasing intention. Research design, data, and method: After collecting data from a total of 202 people, including 106 men and 96 women with the online survey method, frequency analysis and regression analysis were conducted using SPSS 25.0. Results: Research has shown that information, professionalism, entertainment, and up-to-date have a significant influence on purchasing intent. In addition, although information and expertise are found to have a significant influence on trust which shows a direct impact on the purchasing intention, the results of verification for the effect of purchasing intent through the medium of trust found to be significant in entertainment, information and up-to-date. Conclusions: There is a difference in Professionalism and Entertainment between men and women. This study provided the suggestions for establishing the most effective measures and marketing strategies in producing one-person media advertisements.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.231-239
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• 2018

This study will analyze the meaning and the characteristic of advertising system in Facebook, one of the leading social platforms. This study focuses on finding the trend of mobile advertisement and observing Facebook users behavior. During 30seconds, the researcher observed the behaviors of 50 male and female university students which they access and use their own Facebook individually. After the observation, the researcher did an in-depth analysis based on offline discussion with tested participants. As a result, it can be classified in positive causes and negative causes of the advertisement. There are 3 positive causes; native advertisement effect, acquaintance effect, and big data effect and they help people watch the advertisement positively. 1.5-3 times per second high speed scroll behavior (Finger effect) is the main negative cause and it help users escape from the advertisement easily. These positive and negative causes have an interactive synergy which reduces user stress and makes people enjoy ad more than other media. Finally, both of them cause making Facebook a better environment for the advertisement.

• Journal of Korea Multimedia Society
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• v.22 no.5
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• pp.626-637
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• 2019

Due to the rapid development of computer and digital technologies, those technologies were used in advertising. In order to meet the needs of marketing, a virtual space or character using 3D graphic augmented reality technology was developed and applied to advertisement. This study analyzed the characteristics of augmented reality in terms of interface design and spatial expression of augmented reality through case study. Firstly, we wanted to find the relationship between the types of the augmented reality advertisement and interface effects. Secondly, we wanted to find the spatial expression methods. The sample survey case studies based on 42 articles from 2012 to 2018 using Chinese and Korean site sharing augmented reality advertisement. The results of the case studies were divided into two parts. Firstly, the relationship between augmented reality types and interface effects were found basing on the augmented reality index. It means that the augmented reality index can be illustrated by using the augmented reality type. Simultaneously, the augmented reality type can be illustrated using the interface effect. The second part was that the types of display were used as a spatial representation. And the results showed that mobile display and public place display were the most frequently used.