• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.339-356
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• 2017

So far, there have been studies to verify the effectiveness of creative advertising contents, but there have been few studies explaining why creative advertisement contents are effective in consumer cognitive processes. The purpose of this study is to examine the effect of creativity of ad contents on desire to postpone cognitive closure and ad attitude. Furthermore, the cause of the advertising effect of the creative advertisement contents was set as disfluency and the relationship between the related variables was verified. Research has shown that creative advertising does not directly produce positive advertising attitudes, but it also forms ad attitudes through mediating effects of disfluency. In addition, it was found that disfluency mediated the desire to postpone cognitive closure in creative advertising. In summary, this study finds that the disfluency of advertising is an important variable for enhancing the advertising effect of creative advertisement. This study verified the advertising effect of creative advertisement by connecting it with consumers' cognitive variables.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.225-234
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• 2021

This study is a cross-cultural study examining whether differences in perceptions of social gender roles in Korea and Uzbekistan have different effects on ad attitudes and product attitudes through the endorsers' gender. In particular, this study was focused on the difference between the facial expression of the endorser and the moderating effect of the ad situation in these relationships. The research results are as follows. First, the difference in the perception of social gender roles was larger in Uzbekistan than in Korea. Second, the influence of gender of endorser on ad attitude was perceived to be higher in Uzbekistan than in Korea. Third, the moderating effect of facial expression(Placid vs. Cold) in the effect of gender of advertising model on advertising attitude was found only in Uzbekistan. Fourth, the moderating effect of the ad situation (Office work vs. Family life) in the relationship between the endorsers' Gender and ad attitude was also found only in Uzbekistan. Fifth, the effect of consumer's ad attitude on product attitude showed a statistically significant positive relationship in both countries. This study reveals that cultural differences in the masculinity (or femininity) dimension between Korea and Uzbekistan are also affecting the effectiveness of ads. Therefore, this study suggests that global marketers should consider not only the existing information source effects such as reliability, professionalism, and attractiveness, but also the gender, facial expression, and ad situation of the endorser according to cultural differences when selecting an ad model.

• International Journal of Contents
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• v.15 no.3
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• pp.21-31
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• 2019

This study employs an experimental design to investigate the conditions under which the use of AR may be particularly effective or rather ineffective in advertising contexts. We first discuss the inconsistent results regarding the effectiveness of AR on advertising message comprehension and argue that these inconsistencies can be at least partly explained by the moderating effect of an individual's resistance to innovation (i.e., AR technologies). We then provide statistically significant interaction effects between ad types (AR-based, traditional 2D) and innovation resistance. Finally, we suggest that the effect of AR on certain variables is constrained or unconstrained by an individual's level of receptivity or resistance to a new technology-based advertising platform, and that flow experience is equivalent regardless of these levels.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.10 no.8
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• pp.3512-3528
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• 2016

A network with high mobility nodes or vehicles is vehicular ad hoc Network (VANET). For improvement in communication efficiency of VANET, many techniques have been proposed; one of these techniques is vehicular node clustering. Cluster nodes (CNs) and Cluster Heads (CHs) are elected or selected in the process of clustering. The longer the lifetime of clusters and the lesser the number of CHs attributes to efficient networking in VANETs. In this paper, a novel Clustering algorithm is proposed based on Ant Colony Optimization (ACO) for VANET named ACONET. This algorithm forms optimized clusters to offer robust communication for VANETs. For optimized clustering, parameters of transmission range, direction, speed of the nodes and load balance factor (LBF) are considered. The ACONET is compared empirically with state of the art methods, including Multi-Objective Particle Swarm Optimization (MOPSO) and Comprehensive Learning Particle Swarm Optimization (CLPSO) based clustering techniques. An extensive set of experiments is performed by varying the grid size of the network, the transmission range of nodes, and total number of nodes in network to evaluate the effectiveness of the algorithms in comparison. The results indicate that the ACONET has significantly outperformed the competitors.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.271-280
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• 2020

The use of multiple celebrity endorsement is a common practice in advertising campaigns. However, little research has been conducted on the effects of multiple celebrity endorsement. In particular, the current study is designed to delve into what factors influence the effects of multiple celebrity endorsement. Portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit are three factors that affect a consumer's attitude toward the ad, the endorsed brand, and the purchase intention in the context of multiple celebrity endorsement. Study findings suggest that portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit positively affect attitudes toward the ad. In addition, as shown in the modified model, covariance among these three variables was found. Practical and theoretical implications were also discussed.

• Asian Pacific Journal of Cancer Prevention
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• v.14 no.2
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• pp.947-950
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• 2013

Background: We performed this meta-analysis to assess the effectiveness and safety of axillary dissection in old women. Methods: The Cochrane Library, PubMed, EMBASE and Chinese Biomedical Literature Database were searched and all randomized controlled trials of axillary dissection in old women (at least 60 years old) were considered. Meta-analyses were completed using RevMan5.1. Results: Three eligible randomized controlled trials (RCTs) including 5,337 patients were considered. There was weak evidence in favour of axillary dissection (AD) in old women. The meta-analysis showed that the overall survival (OS) after 1, 3, 5 and 7 years and the disease free survival (DFS) after 1, 3 and 5 year were not statistically significantly different between AD and no AD groups. However, there was a difference in the 7 year DFS. Conclusions: Axillary dissection did not provide survival benefit to the old women with breast cancer analysed. Therefore, axillary dissection is not well-indicated in old women with breast cancer.

• Journal of Communications and Networks
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• v.13 no.3
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• pp.214-220
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• 2011

This paper attempts to address the effectiveness of physical-layer network coding (PNC) on the throughput improvement for multi-hop multicast in random wireless ad hoc networks (WAHNs). We prove that the per session throughput order with PNC is tightly bounded as ${\Theta}((n\sqrt{m}R(n))^{-1})$ if $m=(R^{-2}(n))$, where n is the total number of nodes, R(n) is the communication range, and m is the number of destinations for each multicast session. We also show that per-session throughput order with PNC is tight bounded as ${\Theta}(n^{-1})$, when $m={\Omega}(R^{-2}(n))$. The results of this paper imply that PNC cannot improve the throughput order of multicast in random WAHNs, which is different from the intuition that PNC may improve the throughput order as it allows simultaneous signal access and combination.

• Journal of Communications and Networks
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• v.18 no.6
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• pp.938-947
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• 2016

A mobile ad hoc network (MANET) is a collection of mobile nodes communicating in an infrastructure-less environment without the aid of a central administrating authority. Such networks entail greater dependency on synergy amongst the nodes to execute fundamental network operations. The scarcity of resources makes it economically logical for nodes to misbehave to preserve their resources which makes secure routing difficult to achieve. To ensure secure routing a mechanism is required to discourage misbehavior and maintain the synergy in the network. The proposed scheme employs a partially distributed dynamic model at each node for enhancing the security of the network. Supplementary information regarding misbehavior in the network is partially distributed among the nodes during route establishment which is used as a cautionary measure to ensure secure routing. The proposed scheme contemplates the real world scenario where a node may exhibit different kinds of misbehavior at different times. Thus, it provides a dynamic decision making procedure to deal with nodes exhibiting varying misbehaviors in accordance to their severity. Simulations conducted to evaluate the performance of the model demonstrate its effectiveness in dealing with misbehaving nodes.

• Journal of Information Processing Systems
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• v.16 no.5
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• pp.1113-1128
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• 2020

Ad hoc networks play an important role in mobile communications, and the performance of nodes has a significant impact on the choice of communication links. To ensure efficient and secure data forwarding and delivery, an intelligent routing protocol (IAODV) based on learning method is constructed. Five attributes of node energy, rate, credit value, computing power and transmission distance are taken as the basis of segmentation. By learning the selected samples and calculating the information gain of each attribute, the decision tree of routing node is constructed, and the rules of routing node selection are determined. IAODV algorithm realizes the adaptive evaluation and classification of network nodes, so as to determine the optimal transmission path from the source node to the destination node. The simulation results verify the feasibility, effectiveness and security of IAODV.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.13 no.12
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• pp.6121-6144
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• 2019

Numerous privacy-preserving authentication schemes have been proposed but vehicular ad hoc networks (VANETs) still suffer from security and privacy issues as well as computation and communication overheads. In this paper, we proposed a robust conditional privacy-preserving authentication scheme based on pseudonym root with cuckoo filter to meet security and privacy requirements and reduce computation and communication overheads. In our proposed scheme, we used a new idea to generate pseudonyms for vehicles where each on-board unit (OBU) saves one pseudonym, named as "pseudonym root," and generates all pseudonyms from the same pseudonym. Therefore, OBU does not need to enlarge its storage. In addition, the scheme does not use bilinear pairing operation that causes computation overhead and has no certification revocation list that leads to computation and communication overheads. The proposed scheme has lightweight mutual authentication among all parties and just for once. Moreover, it provides strong anonymity to preserve privacy and resists ordinary attacks. We analyzed our proposed scheme and showed that it meets security and privacy requirements of VANETs and is more efficient than traditional schemes. The communication and computation overheads were also discussed to show the cost-effectiveness of the proposed scheme.