• 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 Korea Contents Association
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• v.19 no.7
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• pp.199-210
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• 2019

Virtual Advertising, which was introduced exclusively in sports casting programs in 2010, has enlarged its scope to terrestrial TV networks' sports news, entertainment shows, and dramas by 2015. Such advertising deregulation allows broadcasting business operators to insert more various virtual advertising methods into TV programs. Despite recent evaluation that virtual advertising was deregulated to a large degree, it is still inadequate compared to foreign state of affairs and has a lot of room for growth. Therefore, this research explores a literature review of virtual advertising in other countries and considers possible ways for virtual advertising in Korea to move forward. Additionally, through in-depth interview with seven virtual advertising experts, the research unravels positive and negative impacts of virtual advertising as well as its current state of affairs and struggles. This research also analyses the regulation of virtual advertising and finally explores possible revitalization strategies. The results of the research show that it is necessary to first improve the viewers' favorable concerning virtual advertising in order to revitalize virtual advertising. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. It is necessary to further develop new techniques and creators of virtual advertising. The research suggests strategies and alternative paths for the growth and revitalization of the virtual advertising market in light of recently revised law.

• Journal of Digital Convergence
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• v.12 no.7
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• pp.103-112
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• 2014

The virtual advertising which emerged in new technology environment and new advertising environment has been executed lately. The right regulation of virtual advertising is very important to the growth of it, because virtual advertising is new form of advertising and it can change program contents easily. In addition, it's time for considering the overall supplementation of virtual advertising regulation, based on the results so far achieved. In this sense, this article examined the regulation of virtual advertising which has been executed since 2010. It first examines the characteristics of advertising in digital media convergence environment and the growth and effect of virtual advertising. Then, research problems were suggested. Based on the research problems, it examines the status of virtual advertising regulation for each country. Then, it analyzes and discusses the major issues related to today's virtual advertising regulation. The article concludes with policy recommendations.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.91-102
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• 2012

Virtual Advertising and Product Placement which had been brought up to strengthen the competitiveness of the contents and vitalize the Advertising Industry, especially broadcasting advertising were finally adopted. This is a study to review what the background and the current condition of the virtual advertising and product placement are, identify what their current and potential problems are, and discuss how to settle the issues and make improvements. It also presents an empirical study on audience awareness. As a result of the study, audience tends to show high awareness of virtual advertising and product placement, to accept them more positively and show higher reliability of them than any other advertising. Moreover, it appears that they pay more attention to them, express their favor on them, and regard them convincing. This is an important point to both academic field and industry, which is likely to give suggestions to establish policy for virtual advertising and product placement and to develop broadcasting advertising in the future.

• The Journal of Industrial Distribution & Business
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• v.14 no.10
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• pp.11-22
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• 2023

Purpose: This study aims to investigate how brand-related user-generated content (UGC) influences consumers' brand attitude and behavioral intention in the context of the Metaverse, and the mediating role of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. Research design, data and methodology: The study was conducted using a survey with 239 questionnaires from frequent social media users in China and hypothesis testing through AMOS 26.0 structural equation modeling. Results: The findings suggest that (1) brand-related UGC positively influences brand attitude and behavioral intention through virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. (2) The study identified the fully-mediated effects of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising in the impact of brand-related UGC on brand attitude and behavioral intention. (3) The mediating pathway with the most significant impact on behavioral intention was the virtual brand experience and attitude toward the advertising, followed by the effect of the virtual brand experience, perceived information usefulness, and perceived interactivity on brand attitude. Conclusions: This study presents UGC as a new type of digital promotion that can positively impact the effectiveness of brand advertising in the Metaverse.

• Journal of Advanced Technology Convergence
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• v.3 no.1
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• pp.21-31
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• 2024

The study confirmed the relationship between attractiveness and suitability in the relationship between the formativeness of creating the artistic form of a virtual influencer who acts as an advertising model, advertising attention, and advertising attitude. To confirm this, the subjects of the study were the MZ generation and X generation, which have a high rate of SNS use. The analysis method used SPSS statistics 27.0 and SPSS process macro version. The research results are as follows. First, it was confirmed that attractiveness and suitability fully mediate the relationship between formativeness and advertising attention. In the path of formativeness and advertising attention, the total effect was found to be higher than the direct effect, and it was confirmed that there was a double parallel mediation effect through attractiveness and suitability in the relationship between the formativeness of virtual influencers and advertising attention. Second, it was confirmed that formativeness affects the mediating variable, attractiveness, but attractiveness does not affect attitude toward advertising. Since formativeness affects suitability and suitability in turn influences attitude toward advertising, it was confirmed that there is a full mediating effect between these variables. According to these results, the parallel mediating effect of attractiveness and formativeness was not confirmed in the relationship between formativeness and attitude towards advertising. The above study is significant in that it presents academic implications and practical implications by examining the dual and parallel mediating effects of attractiveness and suitability in the relationship between formativeness, advertising attention, and advertising attitude variables, which are considered in the production of virtual influencers.

• Journal of Information Technology Services
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• v.23 no.2
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• pp.117-133
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• 2024

This research analyzes users' cognitive responses to Out-Of-Home advertising content based in virtual environments. Specifically, it distinguishes the depth of advertisements as 2D or 3D and categorizes animation effects of light as a representation of virtuality into 'none', 'blinking', and 'flowing'. For this purpose, virtual reality content was developed, and after experiencing the content while wearing HMD, users' cognitive responses were investigated. Involving 60 participants, the study found that the interaction effects between depth perception and animation effects were not statistically significant, nor was the primary effect of depth perception. However, the main effect of animation showed statistically significant differences in users' attention, vividness, perceived intrusiveness, avoidance tendency, and flow. This study presents design elements that can be utilized in the production of virtual environment-based Out-Of-Home advertising and experimentally demonstrates that animation effects can serve as an effective means of emphasis in virtual environment advertising. These findings provide important insights for the creation and strategic planning of advertisements in virtual environments.

• Journal of the Korea Convergence Society
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• v.10 no.6
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• pp.139-146
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• 2019

In this study, we examined how consumers who experience HMD virtual reality advertising differ in their ad attitudes and memory effects according to Presence (cognitive presence, emotional presence, media presence) and engagement level. Particularly, in the case of memory effect, the information that the user memorizes through the advertising is divided into "Attribute-Related Memory (ARM)" and "Global-Related Memory (GRM)" Respectively. First, the attitudes toward HMD based virtual reality ads are positive regardless of the type of presence. Second, in the virtual reality advertising, if the level of engagement is low, ARM that memorizes the information of the product attribute is increased, whereas if the level of engagement is high, the GRM which is the memory of the attitude-based evaluation information about the product is increased appear. Third, if cognitive presence and media presence are low, then ARM is more memorable than GRM.

• Smart Media Journal
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• v.12 no.11
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• pp.86-94
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• 2023

In recent years, advertisements and brand promotions using virtual influencer have been actively conducted, and this study focused on the characteristics of virtual influencer, including Attractiveness, to examine the Attractiveness of virtual influencer through previous studies and to test the hypothesis that Attractiveness has an effect on Brand attitude and Advertising attitude when mediated by Immersion. For this purpose, data were collected from university students who experienced marketing contents using virtual influencer, and Process macro was conducted to analyse the mediating effect. The results showed that virtual influencer Attractiveness partially mediated the relationship between Brand attitude and Advertising attitude. These results suggest that virtual influencer Attractiveness not only affects Brand attitude and Advertising attitude, but also positively increases consumer attitude when mediated by Immersion. This study has both academic and practical implications by examining the mediating effect of Immersion on the effect of virtual influencer Attractiveness on consumer attitudes.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.5
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• pp.55-61
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• 2023

This study confirmed how emotional responses toward virtual influencers affect advertising effectiveness. While prior studies have focused on the attributes of influencers, we examined how consumers' psychological reactions while experiencing virtual influencers affect decision-making. As a result of the study, consumers showed specific emotional responses while experiencing virtual influencers, and confident, neat, subtle, trendy, glamorous, simple, and down-to-earth were extracted as representative emotions. Additionally, it was confirmed that these emotional responses influenced brand attitude, purchase intention, and recommend intention. These research results provide practical implications for marketing communications using virtual influencers.