This research scrutinizes the synergism of virtual reality, the Internet, and television on credibility, memory, attitude, presence, and purchase intention. Respondents are randomly assigned to view two advertisements on the same or different media. This present study parses outs the relationship between immersive media and extant media in cross-media advertising.

Professional sport leagues are both commercial products and public products. As China’s sports leagues transition from state-governed properties to a more commercial model, professional sports are facing a crucial turning point on balancing stakeholders pertaining to its commercial/market value and social value. How to develop a sustainable business and management model of professional sports teams, fitting Chinese culture and the calls on free economy, has become a major challenge to scholars, practitioners and entrepreneurs in China’s sport industry. Every organisation has its relationships with many groups ("stakeholders") that affect and are affected by its decisions, which are dynamic in a constantly changing world. Stakeholder theory was developed through concerns regarding the nature of these relationships in terms of both processes and outcomes for both organisation and stakeholders, and the changing nature of the environment.

Marketing communication has undergone significant transformation in recent years. Influencers, who generate content on social networking sites (SNSs), have had a dramatic impact on consumers’ purchase decisions. Brands and marketers are therefore the most effective and powerful marketing tools. Social media influencers, so-called “YouTubers,” have become online opinion leaders by creating and posting content on social media, in contrast to celebrities who are well-known via traditional media in general. Previous studies regarding influencers have focused on the factors that contribute to the effectiveness of influencer marketing across various contexts or person-related factors. However, previous studies have not only elicited mixed findings concerning the effects of influencer marketing, but also reveal a lack of basic understanding of the mechanisms by which video content and influencers themselves impact consumer, particularly in the high-end product industry. Present-day social media influencers are not only information providers but also friendly communicators rather than inaccessible celebrities. Favorable attitudes towards influencers may play a crucial role in consumer behavior when purchasing high-end products in which have high prices and uncertainties. While some studies include the construct of the perception of influencers in their models, there is a lack of research on the effect of influencers and video content. Thus, we expect our empirical research to provide a comprehensive understanding of the nature of social contagion, which is highlighted by social media influencers.

The humor appeal is extensively used in advertising, but its impact is not clearly understood in the context of luxury brand advertising. This research therefore examines the role humor appeal in luxury advertising plays in customers’ evaluation of the brand, advertisement, and purchase behaviors toward the firm. Specifically, this study proposes that the use of a humor appeal in luxury advertising has a favorable influence on perceived luxuriousness of the brand, attitude toward the advertisement, and purchase intention through coolness perception of the luxury brand. Furthermore, this study explores the moderating roles of brand positioning appeal (top-dog vs. underdog) and desire for distinction. This study is one of the few to examine the influence of humor appeal in luxury brand advertising, providing evidence for the applicability of humor appeal in luxury advertising. The study findings will help luxury brand managers make informed decisions about when and how to use humor in advertising to achieve desirable advertising outcomes.

Online search advertising (aka, sponsored or paid search advertising) is a technology that any matched advertisement is displayed on Web pages as online users’ query results from search engines and Web portals (e.g., Google, Bing, Baidu, Naver, and Yahoo!). In specific, after online users type search keywords on the search box (at this stage, online users become searchers), search engines match users’ query texts to phrases included in search advertisement. Then, if an advertiser’s investment on her/his search advertisement is high enough, the advertisement is likely to be displayed on a search engine results (called “impression”) (Hanson and Kalyanam 2007; Jansen et al. 2009; Jansen and Clark 2017; Moore, Stammerjohan, and Coulter 2005). Once a searcher clicks a displayed advertisement and arrives on the advertiser’s landing page, s/he becomes a visitor by clicking the impression. As benefits of utilizing search keywords, online search advertising can reduce search costs and increase information accessibility by potential customers. In addition, because online search advertising provides relevant search results based on the users’ own queries, it is considered less intrusive than banner advertisement and widely used by many marketers (Ghose and Yang 2009; Johnson, Bruner, and Kumar 2006; Quinton and Khan 2009; Rangaswamy, Giles, and Seres 2009; Yang and Ghose 2010).

The purpose of this research was to revive the bathochromic effects of wool fabrics by using natural dyestuffs with minimum heavy metallic mordants. The natural dyestuffs used in this research were the indigo plant, Phellodendron amurense, and Caesalpinia sappan. Sample no. 1 was pre-dyed five times with indigo. Sample no. 2 was pre-dyed five times with indigo and then once dyed with Phellodendron amurense. Following the same method as sample no. 2 with an additional Phellodendron, Sample no. 3 consisted of a pre-dye five times with indigo and twice with Phellodendron amurense. Sample no. 4 was pre-dyed six times with indigo and then once dyed with Caesalpinia sappan. Sample no. 5 followed the same method as no. 4 with an additional dye of Caesalpinia sappan. Sample no. 6 was pre-dyed five times with indigo and then once dyed with Phellodendron amurense and once dyed with Caesalpinia sappan. The results were as follows: first, all samples showed deeper colors. Second, according to the results of the surface K/S measurement, the surface K/S of wool fabrics was >20. Third, the results of lightfastness measurement showed superiority over grade 4 in samples no. 1, 2, 3, 5, and 6. However, sample no. 4 was grade 3. In the colorfastness to washing measurement, sample no. 2 showed greater superiority than grade 3—4, while samples no. 1 and 3 were grade 3. In addition, the colorfastness to dry cleaning for all samples was satisfactory or excellent by more than grade 3.

본 연구는 시설 내 소형 수박 재배 시 관수개시점에 따른 토양수분 함량별 생육, 수량 및 생리적 반응 특성의 차이를 구명하고 소형 수박 생산에 유리한 관수조건을 구명하고자 수행하였다. 토양수분 센서를 이용하여 정식 후 14일부터 수확 7 ~ 10일 전까지 관수개시점별 5처리(-10, -20, -30, -40, 50 kPa)를 두어 관수하였다. 토양수분 함량이 가장 낮은 개시점-50 kPa 처리에서 전반적인 지상부 생육특성은 저조하였으나, 근장 및 뿌리 건물율은 증가하였다. 광합성률, 기공전도도 및 증산율 비교 시, 관수개시점-50 kPa 처리에서 가장 낮았고, -20 kPa ~ -40 kPa 처리 시 광합 성률은 높게 조사되었다. 착과율 및 총 상품수량은 -30 kPa 및 -40 kPa 처리에서 각각 84.7 ~ 85.5%, 5,144 ~ 5,305 kg/10a으로 유의하게 증가하였다. 식물체의 외부환경 관련 스트레스 지표 물질로 알려진 프롤린, ABA, 총 페놀 및 시트룰린의 함량은 토양수분 함량이 낮아질수록 증가하였으며, 특히 관수개시점-50 kPa 처리에서 가장 높게 조사 되었다. 따라서 이와 같은 결과를 종합해 볼 때, 시설 내 안정적인 소형 수박 생산을 위하여 관수개시점을 -30 kPa ~ -40 kPa 수준으로 조정하여 토양수분 함량을 조절하는 것이 수박 생육 향상 및 상품수량 증대에 가장 유리한 것으로 판단되었다.

본 연구는 원통형 종이포트 토마토 육묘시 Diniconazole의 처리방법이 도장억제 및 근권발달에 미치는 영향을 검토하기 위하여 수행되었다. 그 결과, 엽면적, LAR, 초장, 충실도, 생체중, RGR 및 R/S 에서 시험구간 유의한 차이를 보였다. 동일한 농도를 처리했을 경우, 근권부와 지상부의 흡수도 차이로 인해 저면관수가 엽면살포에 비해 도장억제에 효과적이었다. 저면관수는 엽면시비의 10분의 1의 농도만으로도, 20~30%정도의 동일한 도장억제 효과를 얻을 수 있었다. 디니코나졸 처리에의한 근권부 반응이 흥미로웠는데, 저면관수시 총근장, 근권부피, 평균 근경 및 근단수가 증가하였다. 특히, 0.3mm 이하의 초미세근이 감소하고 0.3~0.6mm의 세근이 증가하였다. 따라서 원통형 종이포트 육묘시 저면관수를 하는 것이 기존 엽면시비에 비해 사용량이 적으면서도 도장억제 및 근권부 활착률을 높힐 수 있을 것으로 판단된다.

The carbon anode material for lithium-ion battery was prepared by pyrolysis fuel oil and waste polyethylene terephthalate (PET) additive. The pitch was synthesized as a medium material for carbon anode by heat treatment. The waste PET additive improved the softening point and thermal stability of the pitch. La and Lc of the anode material (heat-treated pitch) increased at higher treatment temperature but decreased by waste PET additive. The electric capacity was evaluated based on effects of defective cavity and developed graphite interlayer, respectively. When the La and Lc of the anode material decreased, the electric capacity by cavity increased based on defective graphite structure. Therefore, the addition of waste PET causes the improved capacity by the cavity. The anode material which has a high efficiency (over 95%) and C-rate (95%, 2 C/0.1 C) was obtained by controlling the process of heat treatment and PET addition. The mechanism of lithium-ion insertion was discussed based on effects of defective cavity and developed graphite interlayer.