SeungYeob Yu
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View article: The Impact of Webtoon Context, Advertisement Types and Location on the Advertising Effect in Webtoon
The Impact of Webtoon Context, Advertisement Types and Location on the Advertising Effect in Webtoon Open
본 연구는 최근 광고 플랫폼으로 부상하고 있는 웹툰을 대상으로, 맥락일치여부와 광고형태 및 게재위치에 따른 광고효과를 알아보았다. 웹툰맥락은 맥락일치/불일치조건으로, 웹툰광고는 실사형과 웹툰형 광고로, 광고게재위치는 웹툰 내 삽입과 웹툰 종료 후 하단위치로 구분하여 2×2×2 요인설계를 실시하였다. 본 연구결과는 첫째, 웹툰 맥락일치조건에서 광고회상이 높게 나타났으며, 실사형 광고가 웹툰형보다 광고회상이 높게 나타났다. 둘째…
View article: CSR Ad Strategy Based on Corporate Social Responsibility Theme, Model and Message Appeal
CSR Ad Strategy Based on Corporate Social Responsibility Theme, Model and Message Appeal Open
View article: A causal model of the influence of the constituents of Facebook advertisement on the WOM intension: Ad fitness mediation effect
A causal model of the influence of the constituents of Facebook advertisement on the WOM intension: Ad fitness mediation effect Open
View article: A Study on the Causal Relationship Between Attributes of VR Ad and Advertising Effectiveness: Mediating Effect of the Consumer's Innovation
A Study on the Causal Relationship Between Attributes of VR Ad and Advertising Effectiveness: Mediating Effect of the Consumer's Innovation Open
View article: The Effects of SNS Advertisement Constituents on Advertising Reliability and Purchase Intention: Focusing on Facebook
The Effects of SNS Advertisement Constituents on Advertising Reliability and Purchase Intention: Focusing on Facebook Open
View article: A Study the Effect of Brand Webtoon Story Completeness, Character Fictitiousness, and Product Type on the Impact of Advertisement
A Study the Effect of Brand Webtoon Story Completeness, Character Fictitiousness, and Product Type on the Impact of Advertisement Open
본 연구는 브랜드 웹툰이 최근 광고와 마케팅의 중요한 콘텐츠 수단으로 그 영향력을 인정받고 있다는 점에 근거하여 브랜드 웹툰광고의 효과를 검증하고자 하였다. 이를 위해 2×2×2 요인설계를 사용하여 8개의 집단을 대상으로 실험이 이루어졌다. 웹툰광고 효과는 회상반응과 재인반응, 주목률, 제품태도, 구매의도를 측정하였다. 연구결과 첫째, 웹툰의 스토리 완결성에 따라 완결성이 높은 드라마형일 경우 완결성이 낮은 비넷형 보다 기억…
View article: Corporate Social Responsibility Advertising Effects of CSR contents and model attributes and message appeal types
Corporate Social Responsibility Advertising Effects of CSR contents and model attributes and message appeal types Open
본 연구는 기업의 사회공헌 활동(CSR) 광고에 영향을 미치는 요인을 알아보고자 하였다. 이를 위해, CSR광고의 주제와 모델 유형 및 메시지 전략에 따른 CSR광고의 광고태도, 구매의도, CSR활동 참여의도에 차이가 있는 가를 알아보았다. 이러한 연구목적을 위해 3 × 2 × 2 요인설계를 통해 12개의 CSR광고물을 제작하여 실험을 실시하였다. 연구결과 첫째, CSR광고의 주제에 따른 광고효과의 차이는 없었으나, CSR광…
View article: Factors on Perceived Quality and Continuous Use Intent of Medical Institutions: Differences between Primary Care Clinics and General Hospitals
Factors on Perceived Quality and Continuous Use Intent of Medical Institutions: Differences between Primary Care Clinics and General Hospitals Open
Objectives: To addressing the question of what hospital/doctor attributes influence medical consumers’selection of a specific medical institution. Methods/Statistical Analysis: First, we conducted a factor analysis in order to extract the …
View article: The Effect of Attributes of Advertisement Models on the Advertising Effect of CSR Ad Campaigns: with a Focus on the Theme of CSR Practices
The Effect of Attributes of Advertisement Models on the Advertising Effect of CSR Ad Campaigns: with a Focus on the Theme of CSR Practices Open
Objectives: The current research confirmed that different attributes of advertisement models had different influence on the advertising effect of CSR ad campaigns depending on the theme of CSR activities. Methods/Statistical Analysis: Surv…
View article: Reflections of Culture: An Analysis of Korean Advertising Appeals from 1980’s to 2010’s
Reflections of Culture: An Analysis of Korean Advertising Appeals from 1980’s to 2010’s Open
Objectives: The objective of this paper was to investigate the modernization of cultural values in Korean culture during its transition into a more westernized society in the past 30 years. Methods/Statistical analysis: A longitudinal cont…
View article: The Effects of Engagement Factors of Virtual Advertising on Purchase Intention: The Mediating Role of Advertising Attitude
The Effects of Engagement Factors of Virtual Advertising on Purchase Intention: The Mediating Role of Advertising Attitude Open
Background/Objectives: There has been an increasing interest in virtual advertising in a variety of contents. The current research aims to identify the effect of engagement features of virtual advertising in soap operas and entertainment p…
View article: Factors affecting the VOD advertising in IPTV: Focus on Program and Ad location factors
Factors affecting the VOD advertising in IPTV: Focus on Program and Ad location factors Open
본 연구는 IPTV VOD 광고효과에 영향을 미치는 요인이 무엇인가를 알아보기 위해 이루어졌다. 이를 위해 IPTV의 Pre-Play와 프로그램 삽입광고 게재위치 형태로 실험자극물을 제작하여 실험을 실시하였다. 연구결과 첫째 VOD 광고태도에 영향을 미치는 요인은 광고주목도와 프로그램 몰입도로 나타났다. 반면 프로그램 시청만족도는 유의미한 영향을 미치지 않았다. 둘째, VOD 광고제품에 대한 구매의도에는 광고주목도만이 유의미…
View article: Cognition Difference on Online Public Opinion Dissonance between Korean and Chinese Netizens: its Causes, Functions and Solutions
Cognition Difference on Online Public Opinion Dissonance between Korean and Chinese Netizens: its Causes, Functions and Solutions Open
The present research aims to analyze the online dissonance through posting comments between Korean and Chinese online users from the perspective of international communication. The topics of analysis include the causes, functions and solut…