• Korean Management Science Review
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• v.31 no.4
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• pp.15-28
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• 2014

The present study examined the effects of self-construal and message orientation on value advocacy advertising. An experiment of college students was conducted to investigate relationship between the attitude toward advocacy advertisements and the purchase intention. The results showed that people with interdependent self-construal have more positive attitude toward the advocacy advertisements than people with independent self-construal. The interaction effects between self-construal and message orientation on the value advocacy advertisements were not found significant. However, it was found that even people with independent self-construal showed more positive attitude toward the advocacy advertisement with others-orientation messages than the advertisement with self-orientation messages in value advocacy advertising. Based on the findings, theoretical and managerial implications for value advocacy advertising were discussed.

• Asia Pacific Journal of Business Review
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• v.6 no.2
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• pp.61-76
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• 2022

Based on the concept of advertising expenditure, manufacturing firm performance, and enterprise life cycle, this research conducts the listed Chinese manufacturing listed in 2016-2018 as the research sampling and divides these listed companies into three periods: growth, maturity, and decline. Next, this paper conducts empirical research from three aspects: advertising expenditure or investment and manufacturing firm performance, lag effect of advertising expenditure, and outcome effect and lag effect of advertising investment. It is found that in different stages of manufacturing enterprises, different advertising expenditures will have different impacts on the performance of manufacturing enterprises. In the growth stage, the advertising investment of manufacturing enterprises will significantly affect the performance results of the current period, and there will be the long-term lag effect. In contrast, the mature stage of enterprises' advertising investment has a shorter period of lag effect, while in the recession stage, the mature stage of manufacturing enterprises' advertising investment will have a shorter period of lag effect. The empirical results are not significant. This study provides a reference for manufacturing enterprises in different stages in the decision-making of advertising investment.

• Management & Information Systems Review
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• v.31 no.4
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• pp.639-661
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• 2012

The purpose of the paper is to examine sidedness effects of comparative advertising and moderating roles of the emotions of customer and product type. To test the research hypotheses, this study conducted experimental designs. One hundred ninety-two undergraduate students were assigned to one of the four experimental groups. Comparative Advertising message type and product type were manipulated as between-subject factors. There was a surprising event situation(free gift event) when participants came to laboratory for experiment, which is for the emotion manipulation. If a participant in a positive emotion group, he or she gets a free gift. The data demonstrate that comparative message type have a significant effect on both attitude toward the advertising and acceptance intention. In addition, consumers' emotion and product type play a significant moderating role between the message types and the dependent variables. The results of this study contribute to the literature as a new attempt to examine the sidedness effect of the comparative advertising message. We suggested that message types and consumer's emotion is one of very important aspects for a comparative advertising and marketers should consider people's emotion when they release a comparative advertising, which can help when marketers make their strategy for a comparative advertising.

• Management & Information Systems Review
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• v.32 no.4
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• pp.209-225
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• 2013

The effects of message framing have been major research themes in marketing and advertising field and several studies on these effects have been conducted. The purpose of this study is to examine the direct effects of public service Advertising message framing and moderating role of temporal distance. The results indicate that message types have a significant effect on message reliability and acceptance intention. In addition, temporal distance plays a significant moderating role between the message types and the dependent variable. The results of this study suggest various implications in the public service advertising area.

• Korean Journal of Human Ecology
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• v.22 no.2
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• pp.343-355
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• 2013

E-reviews, electronic reviews, are generally perceived as trustworthy and credible by the consumers, because it is based on the experiences of other consumers who are independent of the marketers. Therefore, consumers may rely more on the review information as an important cue than direct experience or advertising. This paper explored the structural equation model to investigate the relationships among search motives of e-reviews, attributes of e-review, trust, and purchase intention for cosmetics. A self-questionnaire was developed based on previous researches. Data were collected from 300 female university students experienced purchasing cosmetics at the Internet and were analyzed by AMOS 20.0. Results showed that e-review attributes consisted of three factors: expertise/visuality, quality/functionality and advertising/design. Utilitarian and hedonic search motives were significantly related to expertise/ visuality attributes of e-review and then influenced the purchase intention for cosmetics, mediated by the trust of e-review. However, quality/functionality attributes related by utilitarian motive did not have a significant effect to trust of e-review and purchase intention for cosmetics. Regardless of search motives and trust of e-review, advertising/design attributes of e-review directly related to purchase intention of cosmetics. As predicted, the trust of e-review was an important mediated variable to stimulate the purchase intention of cosmetics at internet. The implications of findings for research and practice are discussed.

• Journal of Distribution Science
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• v.17 no.6
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• pp.57-63
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• 2019

Purpose - This research is to review the state of standard labeling compliance and identify the factors that are conducive to compliance with the Labeling Standards of the Health Functional Foods Act in internet distribution. Research design, data, and methodology - We checked 9 labels including product name, expiration date, manufacturing date, raw material, ingredient, operative dose, nutritional information, daily intake, and functional effect which are based on Labeling Standards of the Act from 100 health functional foods in the internet shopping malls. These 9 structure & function claims were compared using a Chi-square test. Results - There was a statistically significant difference in the use of standard labeling between domestic product and imported products (p<.001). The related strength between these two variables showed a moderate effect size. Also, there was a statistically significant difference between accredited advertising/unaccredited advertising distinction and use of standard labeling (p<.001). The related strength between these two variables showed a moderate effect size. Conclusions - The Labeling Standards of the Act were not followed and found to be related to imports or unauthorized advertising in internet distribution. The information displayed according to the Labeling Standards was only about 2 on the average, so many labels have been posted unreadably without arrangement.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.19 no.6
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• pp.1-8
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• 2019

Recently, consumer distrust has deepened due to blog posts focusing only on public relations due to 'viral marketing'. In addition, marketing projects such as false writing or exaggerated use of the latter phase are one of the most popular programs in 2016 as they are cheaper and more effective than newspaper and TV ads, and the size of advertising costs is set to be a major means of advertising at '3 trillion 394.1 billion won. From this 'viral marketing,' it has become an Internet environment that needs tools to filter information. The fake review filtering application ADDAVICHI presented in this paper extracts, analyzes, and presents blog keywords, total number of searches, reliability and satisfaction when users search for content such as "event" and "taste restaurant." Reliability shows the number of ad posts on a blog, the total number of posts, and satisfaction shows a clean post with confidence divided into positive and negative posts. Finally, the keyword shows a list of the top three words in the review from a positive post. In this way, it helps users interpret information away from advertising.

• International Area Studies Review
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• v.14 no.3
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• pp.312-338
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• 2010

This paper investigates the value relevance of advertising activity over the period from 2001 to 2009 in the listed Korean stock markets(KOSPI and KOSDAQ). In addition, this paper divide all sample firm into several subsample, based on R&D intensity and export ratio in total sales. The empirical result of this paper shows following two evidence; First, advertising intensity, which proxies for advertising activity, is significantly related to firm value at the 1% level of significance. Second, advertising activity of high R&D intensity and high export ratio sample firms has more significant value relevance than for firms with low R&D intensity and low export ratio. The empirical results suggest that moderation effect of R&D intensity and export ratio are very important factor in determining the value relevance of advertising activity.

• Journal of the Korea Society of Computer and Information
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• v.18 no.9
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• pp.153-163
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• 2013

As the number of Smartphone users increases, mobile advertising market has been expanding rapidly. In line with this, the ways to evaluate mobile advertising effectiveness are diversified, and engagement is one of the crucial qualitative and multi-dimensional evaluation methods of mobile advertising. Thus, the purpose of this study is to identify key antecedents and consequences of mobile advertising engagement, and examines the structural relationships among those research variables. Informativeness and personalization were selected as antecedents of engagement, trust and e-WOM intention were selected as consequences of engagement based on the review of previous studies. Data collected from survey was used to assess research hypotheses. Results show that informativeness and personalization have significant and positive effects on engagement, and engagement influences on trust and e-WOM intention. In addition, trust is proven to be positively related to e-WOM intention.

• Journal of Fashion Business
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• v.20 no.6
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• pp.135-147
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• 2016

Online supporters are the group of people selected by companies for the online promotion of their products or services and focus on generating messages that are conducive to stimulating hands-on experiences with companies' products and services to create advertising effects. This study examined how reviews offered by blogs operated by fashion brands' online supporters influence consumer's brand attitudes and purchase intentions. Specifically, this study examined how brand awareness and directions of review messages influences consumers' brand attitudes and purchase intentions. This study employed a 2 (brand awareness: high awareness vs. low awareness) ${\times}$ 3 (review direction: one-sided positive, two-sided positive & negative, one-sided negative) between-subject factorial design. In total, 180 respondents participated, thus garnering 30 responses for each of the six conditions. The results of two-way ANOVA revealed the significant main effect supporters' review message direction on consumers' brand attitudes and purchase intentions. Two-sided messages were rated high for brand attitude and purchase intention compared to one-sided positive or negative or positive directions. The interactions between brand reputation and message direction were significant for brand attitude, but not for purchase intention.