• Management & Information Systems Review
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• v.31 no.4
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• pp.109-137
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• 2012

This Research focuses on the effect of location-based mobile advertisement considering both of product involvement and advertising expression. The product involvement is classified as high and low involvement and forms of text and picture advertising, which are commonly used in mobile advertising, are chose in this research. To verify the advertising effect for location-based mobile advertisement, advertising attitude, brand attitude, and purchase intention are assessed by conducting survey experiment, which is stimulated for the location-based mobile advertisement including product involvement and advertising expressions. The results presented in this research indicate that the low-involvement product shows lower advertising effect rather than high-involvement product, because consumers recognize the mobile advertisement with low-involvement. The Second finding is that the effect of picture mobile advertising is more effective than that of text mobile advertising and this result is consistent with previous researchers. Finally, the favorable effects for location-based mobile advertisement is more effective than that of non-location-based mobile advertisement, because location-based mobile advertising can cause the immediate response for consumer to react with given advertising.

• Journal of Fashion Business
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• v.20 no.1
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• pp.53-68
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• 2016

The purpose of this research was to evaluate the possibility of sustainable development of online advertisements conducted by fashion companies. Factors composed of sustainable development indexes of online advertisement that had been developed in previous studies were identified, and then the relevance between purchase intention and advertisement experience was evaluated. An online survey of 573 persons in the 20 to 40 age range who own mobile phone and have experienced online advertisements of a fashion brand or a fashion company was conducted. The data collected from the survey and the results are as follows. First, the validity and reliability from confirmatory factor analysis of six factors (namely, personal information protection, web use infringement, advertisement expression harmfulness, advertisement expression objectivity, emotional responsibility, and environment-friendly) and 21 questions was confirmed. Second, it confirmed that consumers gave low points to the evaluation of sustainable development indexes of online advertisement of fashion companies. In particular, that consumers gave low points with regard to both environmental friendliness and web use infringement. Third, it was identified that personal indexes such as personal information protection, web use infringement, and indexes relating to advertisement expressions do not directly influence the consumer's purchase intention. However, social indexes like emotional responsibility and environmental friendliness do have an influence on the consumer's positive action intention.

• 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.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.2
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• pp.112-122
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• 2016

In line with the increase in consumer demand for mobile games, game companies face stiff competition. For a more successful marketing strategy, many game companies actively adopt Cross Promotion. The Cross Promotion marketing strategy in the mobile game is regarded as a low cost and high efficiency marketing method because the game companies provide new experiences to game users by utilizing existing game infrastructure and absorbing current users of game companies. Despite the advantages of Cross Promotion, there has been little practical study on the relationship between Cross Promotion and mobile game acceptance. Accordingly, the aim of this study was to determine the influential factors of Cross Promotion on the acceptance of mobile games. After reviewing previous research, a structural model was established, a survey was performed and the model was analyzed. The managerial implications are suggested along with the concluding remarks.