• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.24 no.1
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• pp.43-48
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• 2024

This study sought to examine the effectiveness of mobile applications, which have recently increased persuasion effects by stimulating consumer experiences. In particular, to determine how content for public interest affects users' attitudes and beliefs, we selected interactivity and public interest as characteristics of mobile applications and examined their relationship. One of the actual applications was selected for research and the reactions of subjects who experienced it were investigated. As a result, the interactivity and public interest of mobile applications were found to have a direct and indirect influence on content attitude and beliefs, and it was confirmed that content attitude can affect beliefs. These research results show that cognitive structure can be influenced by reinforcing the audience's attitude toward content.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.6 no.12
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• pp.605-619
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• 2016

This study aims to figure out effects of the rewards applications receiving a lot of attention recently as mobile advertising using the smartphones. Therefore, this study examines differences of user satisfaction and continued use intention according to a user characteristic, demographic characteristic and rewards application characteristic. The research results are as follow. First, in terms of user satisfaction of the rewards applications, there is a significant difference according to the user gender and existence of the reserved value experience. Second, there is a significant difference in the continued use intention of the applications according to the user type and gender. Third, it is also found that there is an interaction effect between the user gender and existence of the reserved value use experience on the continued use intention. This study is significant in that the results may provide future researchers with practical foundations for marketing strategies to activate the rewards applications.

• Journal of the Korea Society of Computer and Information
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• v.14 no.10
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• pp.141-148
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• 2009

This paper studies important factors of mobile phone marketing including experiences on entertainment, information, reliability and complaints by analyzing actual materials. The result shows that information, reliability, experiences are more significant than other factors. In case of information, the appropriate message is associated with marketing activities. Reliability and benefit on advertisement are significant. Also, experience has a positive effect on marketing activities. Therefore, this study suggests that mobile marketing should consider significant factors such as information, reliability, and experience.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.452-464
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• 2018

The purpose of this study is to identify the brand personality factors of SNS based on SNS consumers and to examine the effect of SNS brand personality factors on the recognition of mobile native ads in SNS. As a property of mobile native advertisement, research model is suggested by introducing information, reliability, entertainment, interferences, and interactivity as research variables. And SNS users were surveyed. Through the online survey, 341 copies were used for the analysis. According to the results of the analysis, five characteristics of SNS brand personality factors such as 'sincerity', 'enthusiasm', 'charm', 'practical', and 'community' were derived. Among these, 'sincerity', 'enthusiastic', and 'community' brand attributes have a positive effect on most of mobile native advertising attributes, but 'practical' brand characteristics negatively. The attractiveness of the brand was not related to the mobile native advertisement.

• The Korean Journal of Franchise Management
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• v.12 no.2
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• pp.7-21
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• 2021

Purpose: One of the characteristics of service companies such as foodservice franchise is that it is easy to imitate, so many brands can imitate the menu that is popular with consumers. Therefore, foodservice franchise company should develop a brand that customers can identify from other brands in order differentiate it from its competitors. In order make the foodservice franchise company identifiable from other brands, it is possible through communication with customers. Therefore, this study proposes a new research model to analyze customer loyalty through online advertising and online word of mouth trust and immersion. Online was provided to customers through a mixture of advertisements and word of mouth, but previous studies have only considered online advertisements or online word of mouth. In addition, we want to verify the difference according to gender, which is an important variable in researching the online information processing behavior of customers. Research design, data, and methodology: The questionnaire of this study was surveyed on 20 years of age or older who have visited the restaurant franchise store within the last 3 months among the foodservice franchise companies operating SNS. During the survey period, 400 surveys were surveyed for a total of 20 days from April 1 to April 20, 2020. Result: The research results are as follows. First, in this study, the effect of online advertisement and online word of mouth on trust and immersion was studied. Second, this study verified the social influence theory in online advertising and online word of mouth. Third, the effect of online advertising and online word of mouth on loyalty according to gender was verified. Fourth, compared to existing advertisements, online advertisements are suitable for marketing by foodservice franchise companies because they can interact with consumers, modify advertisements immediately, execute extensive advertisements at low cost, segment the market, and measure advertisement effectiveness. The recent online expansion has been expanded to mobile-based, allowing foodservice franchisees to provide new communication services such as SMS (Short Message Service), multimedia messaging services, and location-based services. Fifth, a foodservice franchise company can increase brand awareness through online marketing or induce the use of offline stores. Sixth, franchisor can grow into a sustainable company only when they use resources efficiently. Conclusions: Trust is important in foodservice franchise information. This trust has a significant impact on customer commitment and loyalty.

• The Journal of Society for e-Business Studies
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• v.16 no.4
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• pp.221-239
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• 2011

Various applications are developed with the extension of the smart phone market. This affects the change of contents and market for mobile advertisement. Mobile advertisement has been changed from the text type in feature phone environment to banner type which are added on the applications and branded app which are application itself for commercials. This research shows the difference in views between users and professions for the factors which affects the acceptance of mobile advertisement in smart phone environment. The analysis results present two groups have significant differences in the views for the users' acceptances of mobile advertisement. This research provides the important factors which need to be considers in creating mobile commercials. It also suggests that professions in advertisement field have to consider the aspects of smart phone users when they create advertisements in smart phone environment.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.415-425
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• 2017

The purpose of this study is to examine the effect of perceived enjoyment and user's characteristics on the intention of continuous use when users play social network games on a mobile device. In addition, the study empirically investigated the mediating effect of flow experience in this process. To fulfill the purpose, this study conducted a survey on 244 college students and collected data. When the collected data was analyzed, the followings were known. First, perceived enjoyment, and both self-efficacy and innovation propensity of user's characteristics turned out to have a positive (+) effect on the intention of continuous use in mobile social network game. Second, in the process, it was known that flow experience played a mediating role. These findings are expected to be useful data in developing game contents of high quality or making a marketing strategy for continuous improvement of online social network game industry. In addition, future studies are expected to generalize the research to various age groups.

• Journal of Digital Convergence
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• v.15 no.1
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• pp.453-459
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• 2017

This study was conducted to review the usage behavior of mobile social network games that are attracting attention as a new growth engine in the game market. To that end, a survey was conducted on 250 male and female university students. The result of the study showed that first, the relationship formation motivation and seeking fun during leisure times in association with mobile social network games had a positive effect on game attitudes. Second, the relationship formation motivation had a positive effect on the continuous use intention. Third, the relationship formation motivation and the fun-seeking motivation had a positive effect on word-of-mouth recommendation, while the relationship formation motivation and advertisement recommendation motivation had a positive effect on the intention to recommendation online formats. Fourth, the attitude towards mobile social network games had a positive effect on the continuous use intention. Lastly, the attitude towards mobile social network games had a positive effect on only the intention to recommendation through word-of-mouth. This study is expected to provide useful and basic data for the development of quality game content that will cater to users' needs.

• The Journal of Industrial Distribution & Business
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• v.11 no.2
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• pp.49-59
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• 2020

Purpose: Online and social media and mobile shopping are increasing and companies are required to provide personal information in order to supplement the non-invasive characteristics of the channels. With the increased provision of personal information, consumers' personal and social concerns about the prevention of personal information infringement are also increasing, and in response, personal or opt-in marketing has emerged to compensate for reckless information abuse. Despite the background of this emergence, the existing prior studies are limited to ignoring the negative feelings of consumers in the real world, including only the net function and positive effect of the opt-in mail. Research design, data and methodology: The research framework was intended to utilize the impact of human marketing activities on consumer attitudes combined with positive and negative factors. Factors that positively affect attitudes toward permation marketing were presented, such as informality, and perceived risks were presented as negative impact factors. Also, based on previous prior research, the prior factors of opt-in marketing were to present the effect on purchase intent through the medium of attitude toward opt-in marketing. Results: In this study, we used the framework of a two factor theory to address positive and negative factors as a leading factor in the customer attitude toward opt-in mail advertising, and as a result, functionality and personalization have a positive effect on customer attitude and perceived risk have a negative impact on customer attitude. In addition, it was confirmed that the customer attitude formed this way affects the intention to purchase again. Conclusions: This study suggests that we have demonstrated that marketing, an opt-in marketing that has been recognized as part of marketing that is deployed after obtaining customer consent, has been applied without any other marketing methodology. E-mail advertising at this point also provides practical implications that the system safeguards are in place under an opt-in protocol or system, and that even if an e-mail advertisement is carried out, customers will need to look at the level of awareness about the risks, and suggests that they need to consider the customer's journey that could lead to purchase at the content level.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.113-145
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• 2008

Marketing for the distribution industry is making an ongoing progress in the changes of customers, the competitive environment, and the internal marketing environment. Integrated marketing communication activities are required for the enhancement of efficiency in the market.oriented activities. In this study, IMC is defined as "a notion that a market oriented business integrated marketing communication means, conducting and evaluating marketing activities with consistent messages in order to communicate with customers based on databases." In this study, an IMC planning model for the improvement of marketing efficiency in the distribution industry was derived from a pilot study. This model may be broken down into the following phases: IMC goals setting, situational analysis (customer analysis, competition analysis and company analysis), customer data analysis, contact management, budgeting, the establishment of an IMC strategy, the IMC mix and execution, an evaluation system, and feedback. In consideration of the characteristics of the distribution industry, this study was accompanied by a vocational study on IMC means employed by, in particular, department stores and other distributors such as: advertising, sales promotion, sales promotion advertising, direct marketing, public relations, personal selling, the Internet, mobile, visual merchandising, words of mouth. In addition, this study also covered the correlation among variables such as IMC activities of distributors, the process of forming customer's brand attitudes, brand loyalty and repurchase intention. This research would enhance the utilization of IMC. The analysis on customer's brand attitudes toward the IMC activities of distributors requires the simultaneous consideration of how they are linked to purchase as well as their attitudes toward both distributors and stores. The formation of brand loyalty and repurchase intention is related to the integration of marketing communication and the maintenance of consistency in contents, which requires integrated brand communication (IBC) strategies. IBC is a concept of using IMC means to manage the brand in a continuing and consistent manner and measuring their effect, which is a process to establish enterprise.level brand identity and maximize brand loyalty and repurchase intention by integrating IMC means. For an empirical analysis in this study, an online questionnaire survey was conducted among those department store customers from 20's to 50's who reside either in the Seoul and Gyeonggi areas and have made purchase at department stores. In this study, the research model consisted of four theoretical variables: IMC activities, IMC attitudes, brand loyalty, and repurchase intention, on which variables a pilot study was conducted. A number of hypotheses were constructed on the relations between IMC activities and IMC attitudes, between IMC attitudes and repurchase intention, and between brand loyalty and repurchase intention. The test of the hypotheses may be summarized as follows: Firstly, the test of the hypothesis concerning the relation between IMC attitudes and IMC activities - advertising, sales promotion, direct marketing, public relations, personal selling, the Web, mobile, visual merchandising, and word of mouth - indicates that advertising, sales promotion, direct marketing, public relations, personal selling, mobile, visual merchandising, and word of mouth have significant impact on IMC activities. In addition to the result similar to those of previous studies that such marketing communication means as word of mouth, advertising, personal selling and sales promotion, in particular, play very important roles, a notable finding of this study is that visual merchandising performed by department stores is shown to have very significant impact on IMC activities. On a separate note, it is also noteworthy that Internet marketing activities engaged by department stores are not shown to have significant impact on IMC attitudes. Secondly, the test of the hypothesis on the relation between IMC attitudes and brand loyalty attests that IMC attitudes for the distribution industry significantly affect brand loyalty. Thirdly, the test of the hypothesis concerning the relation between IMC attitudes and repurchase intention confirms that IMC attitudes for the distribution industry significantly affect repurchase intention. Fourthly, the test of the hypothesis concerning the relation between brand loyalty and repurchase intention indicates that brand loyalty significantly affect repurchase intention. A comprehensive view of these findings points to the conclusion that the IMC activities for the distribution industry do affect IMC attitudes, brand loyalty, and repurchase intention.