Instagram marketing is a popular tool for communication in the tourism industry. However, research into effective execution tactics has been limited to the content, recipient characteristics, and sender types (e.g., celebrities) (i.e., Ferwerda & Tkalcic, 2018; Jin et al., 2019; Singh, 2020). The layouts of Instagram ads themselves have received little scholarly attention. Instagram ads typically convey multiple pieces of information in a single advertisement unit, raising concerns about the significance of the order in which the information is presented. Specifically, we must understand how different orders of presenting information affect a firm’s performance. Therefore, this study investigates the effect of presentation order on consumer behavioral intentions toward tour programs promoted on Instagram.

This study constructs a model to predict ad attitude when AI influencers act as ad endorsers. In the results, search products and rational ad appeal have more positive ad attitude, perceived empathy and perceived expertise as mediator. These three variables can be reinforced by the consistency of ad appeals and product categories.

본 연구에서는 남극 로스해 연안에 서식하는 아델리펭귄(Pygoscelis adeliae)과 황제펭귄 (Aptenodytes forsteri)의 분변 시료를 기반으로 펭귄 장내 미생물 메타지놈 연구를 수행하였 다. Taxonomy 분석 결과, 아델리펭귄과 황제펭귄의 장내 미생물에는 주로 7개의 문(phylum), 18개의 과(family)가 존재하는 것으로 나타났다. 또한 미생물 다양성을 평가하기 위해 Alpha diversity 및 OTU abundance 분석을 수행한 결과, 전반적으로 아델리펭귄의 장내 미생물 다양 성이 황제펭귄보다 높은 것을 확인하였고, PCoA를 기반으로 한 Beta diversity 분석을 통해 두 개체군 간 장내 미생물 군집에 차이가 존재함을 확인하였다. PICRUSt를 활용한 기능적인 차원의 KEGG pathway 분석을 통해서는 아델리펭귄과 황제펭귄 시료에서 nucleoside and nucleotide biosynthesis pathway가 가장 많이 존재하는 것을 확인하였다. 본 연구를 통해 남극 아델리펭귄과 황제펭귄의 장내미생물 구성과 다양성을 비교분석 할 수 있었다. 본 연구 결과 는 향후 펭귄의 먹이 섭식 관련 연구에 활용될 수 있으며, 더 나아가 다양한 남극 생물의 장내 미생물 메타지놈 분석에 대한 기초가 될 수 있을 것이다.

지구 상에서 최초로 화산 분화와 화산재해에 대한 역사기록인 ‘플리니 편지’를 고찰하여 베수비오 화산의 서기 79년 분화에서는 어떠한 분화 양상을 보였는지 분석하였다. 8월 24일 오전 1시에 시작된 분화는 이틀동안 지속되었고 다량의 화산재와 부석이 분출되었으며, 바람에 따라 이동하여 인근 도시들에 떨어졌다. 그 외에도 화산 측면을 따라 빠 른 속도로 화성쇄설류(또는 화쇄난류)가 흘렸으며, 분화와 동반된 여러 차례의 지진과 쓰나미 등의 여러 현상들도 발생 하였다. 이로 인해 베수비오 화산 인근에 위치한 도시들은 화산재와 화성쇄설류에 의해 묻혀 매몰되었다. 이에 대한 피 해 범위를 폼페이, 헤르쿨라네움, 스타비아에, 오플론티스를 대상으로 선정하여 선행연구를 수집·분석하여 조사하였다. 각 지역별로 베수비오 화산과의 거리와 위치에 따라 차이가 나는 퇴적 층서와 층후를 보이고 있으며, 퇴적층 안에서는 당시 분화에 의해 사망한 주민들의 유골도 발견되었다. 현재까지 발견된 유골은 폼페이에서 1,150구, 헤르쿨라네움 306구, 스타비아에 111구, 오플론티스 54구이며, 분화로 인해 사망한 사람의 수가 정확하게 알려지지 않았다. 플리니의 편 지의 상세한 분화 현상 기술로 인해 서기 79년 베수비오 화산 분화 양상을 보이는 분화를 플리니의 이름에서 착안하여 플리니안 분화라고 명명되어 새로운 분화유형으로 정의되었다.

In this paper, the goal is to obtain a dynamic model of a particular system. The system is a combination of a wheeled vehicle(chassis) with a turret rotating in azimuth direction and a gun rotating in a elevation direction. At this time, the motion of the gun according to the shaking of the continuous shot is obtained using the coordinate transformation equation in the azimuth and elevation angle. Also, the dynamic model for the swaying of wheeled vehicle is obtained through the Lagrange’s equation. Through this, we analyze the tumbles of the gun, whiat is the major term, and what dynamics are needed for stabilization control.

The study investigates the effects of influencer on advertising effectiveness compared to traditional celebrity endorser. Results of an experiment shows that the use of influencer have a better fit with hard-sell appeal and well-known brand to have more favorable brand attitude and higher intention to purchase. The findings provide ample contribution to theory and practice.

Employing national consumer panels in the US and Korea (N = 767), this research examined how consumer evaluations of graphic sexual ads on social media differ from those of non-sexual ads, and to what extent such evaluations are influenced by different cultural backgrounds (Individualism vs. Confucianism) and sexual self-schema (SSS) levels.

Digital advertising is one of the most crucial medium of communication and marketing (Berner and Kiley, 2005). Digital advertising brings with itself several benefits such as increase in reach, low advertising cost, and high degree of customer engagement. However, along with benefits it also brings several challenges for the marketers such as comprehending consumer attitude, consumption and behaviour towards digital advertisements. According to prior literature attitude towards internet consists of factors such as information, entertainment, irritation, and trustworthiness (Aaker & Bruzzone, 1985). Ad blocking has become one of the most important concerns for advertising industry globally. This paper has attempted to understand the series of actions that leads to ad blocking. This series consists of consumer response and consumer attitude towards digital advertising where the constant ad delivery creates ad intrusiveness which leads to ad irritation which in turn leads to ad avoidance and ultimately results in ad blocking. Ad blocking further has serious consequences in brand image and brand valuation, because as more number of users opt to download and use ad blockers, advertisement instead of increasing brand valuation results in brand devaluation, not to mention wastage of ad spend. Through literature review it was found that reports discuss ad blockers and its operations but there is little understanding on the process that leads a consumer to install ad blocking software on his digital device. The research objective of the study is therefore, to understand cognitive process of consumers that leads them to take a decision of installing an ad blocking software on their digital device. The study therefore proposes four research questions, 1. What aspects of online advertising irritate users? 2. How do consumers avoid advertisements? 3. What causes a consumer to use ad blocker? 4. What cognitive process lead a consumer to install ad blocking software? A mixed method research is adopted for the purpose of this paper. In the first stage a qualitative research was conducted through semi-structured interviews in order to understand consumer opinion on what leads them to install an ad blocking (Jagani and Panda 2016). Thematic analysis of transcripts was conducted from which 81 items on ad irritation, ad avoidance and ad blocking were identified for second stage of the study which consists of online survey using quantitative research methods. The items for the quantitative survey are \categorised in three main categories viz. Irritation, Avoidance and Action. The sample consists of 18 to 35 year olds who are active users of internet and have been exposed to digital advertisement, spends more than two hours per day on internet through various digital device and are aware of ad blockers or have used them in the past. Non-probabilistic sampling method was selected for the study and quota sampling was implemented. The study aims to comprehend the process that leads a consumer to install an ad blocking software on his or her digital device.

Introduction As one of the visual elements in advertising, typeface elicits psychological associations that might have an impact on ad effects and can convey a significant meaning with cognitive and emotional responses. Previous studies illustrate that typeface influences consumers’ perceptions of advertised products, has an impact on readability and memorability of ads (Childers & Jass, 2002), and generates brand personality (Grohmann, Giese, & Parkman, 2013). Therefore, typeface has the potentiality to change the effect of advertising, and could be one of the critical elements to enhance the ad effectiveness by matching with other elements in advertising (McCarthy & Mothersbaugh, 2002). The purpose of the current study is to examine how representative type styles (e.g., Sans-serif, Handwriting, and Serif) can influence consumers’ psychological perception (i.e., warmth and competence), to explore what underlying mechanism exists between typefaces and the ad effectiveness, and to investigate the impact of typeface in ads considering congruence of typeface with the communicator’s perceived power for more effective communications. Theoretical Development The findings of related research support that fonts evoke specific consumer’s perceptions and emotion (Grohmann et al., 2013). Serif typefaces such as Times New Roman were perceived as elegant, charming, emotional, and interesting and Sans-serif typefaces such as Helvetica or Arial were considered manly, powerful, smart, upper-class, and high readability (Grohmann et al., 2013). In terms of the features of typefaces, handwriting typefaces have a curved appearance and they are irregular, unplanned, and characterized by slanted and curved strokes, while Sans-serif typefaces are usually planned and drawn by straight and angular strokes. According to the studies on font in psychology (Jiang, Gorn, Galli, & Chattopadhyay, 2016) and design (Bartram, 1982), circular shapes activate a softness association such as love, warmth, and harmony and angular shapes activate a hardness association such as coldness, aggressiveness, and conflict associations. The research on the transference of some impressions from typefaces illustrates that psychological associations related to type font in ads are transferred to the advertised product or brand (Grohmann et al., 2013). Previous research, based on the Construal Level Theory (Trope, Liberman, & Wakslak, 2007), demonstrated that psychological distance influences individuals’ perceptions and engagement. According to each stream of prior literature on typefaces’ association and Construal Level theory, we predict that handwriting typefaces are associated with closer psychological distance and it reduces the social distance between consumers and the message in marketing activities. In contrast, Sans-serif typefaces are angular and typically associated with professionalism, justice, competence, and power and it may increase the social distance. The current study deals with warmth and competence in consumers’ perceptions. Based on the preceding discussion and research questions, a hypothesis leads to the following. H1: Sans-serif typeface would be more likely to provoke competence perception, whereas handwriting typeface arouses much warmer and more friendly feeling. Variables influenced by typeface Based on the findings of Study 1, the following research question and hypotheses could be built up on the potential variables that influence the effectiveness of typeface: RQ 1. How many reliable and interpretable factors are there among the following variables: Handwriting and Sans-serif typefaces, the perceived power, engagement, and attitude toward typeface? In addition, how much variance in the set of variables is explained by the factors? what kind of underlying mechanism between typefaces and the effectiveness of typeface is such there? H2: Typeface (Sans-serif) would be more likely to provoke (a) perceived power, in turn, positively influences (b) engagement toward the typeface. H3: Typeface (Sans-serif) would be less likely to provoke (a) engagement toward the typeface, in turn, positively influences (b) attitude toward the typeface. H4: Perceived power would be more likely to provoke (a) engagement toward the typeface, in turn, positively influences (b) attitude toward the typeface. Typeface and the perceived spokesmodel’s power in ads Including typeface, as a visual imagery in an ad, a spokesmodel can generate psychological perceptions in persuasive communication. According to the agentic-communal model of power theory, the power of communicators has an influence on the persuasion process (Dubois et al., 2016) and attitudinal and behavioral responses. However, the communicators’ power would be different by individuals’ perceptions or experiences for the category of people (e.g., employee or expert). Therefore, it would be critical to consider the communicators’ power as ‘perceived power’ in communication. The previous study suggested high-power communicators, compared to low-power communicators, are more inclined to generate responses or arguments related to competence. In addition, low-power communicators are more inclined to generate responses related to warmth (Dubois et al., 2016). Based on each stream of literature of typefaces (Grohmann et al., 2013) and communicators’ power (Dubois et al., 2016), the following hypotheses occur. H5. When an ad includes a handwriting typeface in a headline copy, if consumers perceive low power from the spokesmodel’s in ads, by the matching (congruence) effects, it leads to a more favorable attitude toward the ad, ad engagement, and purchase intention than when an ad is employed by sans-serif typeface in a headline copy. H6. When an ad includes a sans-serif typeface in a headline copy, if consumers perceive high power from the spokesmodel’s in ads, by the matching (congruence) effects, it leads to a more favorable attitude toward the ad, ad engagement, and purchase intention than when an ad is employed by handwriting typeface in a headline copy. Overview of Research Design Three separated experiments were conducted to investigate all hypotheses. Study 1 was examined to test the effect of typeface across three representative typefaces such as Sans-serif, Serif, and handwriting, on psychological responses (i.e., warmth and confidence) (H1). Study 2 was conducted to explore the interrelations between the factors and the model with other strong potential effects (RQ1 & H2, H3, and H4). Study 3 was conducted to investigate the effects of typeface along with a spokesmodel in an ad on ad attitude, engagement, and behavioral intention (i.e. purchase intention) (H5 & H6). Research Design in Study 1 Participants were exposed to all 15 typefaces in each 3 font-style (i.e., sans-serif, handwriting, and serif). To test and choose an appropriate typeface in consumer’s perceptions and psychological associations (i.e., warmth and competence) among several typefaces, there were sans-serif (e.g., Arial, Helvetica, Oswald, Quarrion, etc.), handwriting (Bradley, Children, Dandelion, etc.), and serif (Time New Roman, Soria, Courier, Playfair, etc.). Results and Discussion The results of repeated ANOVA (Analysis of Variance) showed that participants perceived different level of competence (F (1.40, 54.63) = 17.23, p < .001, Partial η2 = .31) and warmth (F (1.28, 49.96) = 10.32, p < .01, Partial η2 = .21) depending on typefaces. The post-hoc analyses indicated that participants were more likely to perceive competence in Sans-Serif (M = 4.89, SD = 1.15) and Serif (M = 5.07, SD = 1.04) than in handwriting typeface (M = 4.23, SD = 1.22). On the other hand, participants perceived higher warmth in handwriting (M = 4.75, SD = 1.26) and Serif (M = 4.47, SD = .96) than in Sans-Serif typeface (M = 4.01, SD = 1.08). Model fit for competence was Wilks’ λ = .58, F (2, 38) = 13.82, p < .001, Partial η2 = .42 and model fit for warmth Wilks’ λ = .61, F (2, 38) = 12.11, p < .001, Partial η2 = .39. Study 1 examined the effects of three kinds of font-styles across each typeface on warmth and competence. The findings provide distinct evidence that Sans-serif font-style provokes more competent associations than others (i.e., serif and handwriting) and handwriting font-style generates more warm associations than others. Research Design in Study 2 Given that a certain font-style is more associated with psychological perceptions (warmth vs. competence), the next step was to ascertain whether is the relationship of the variables (i.e., attitude toward typeface, engagement, and perceived power of typeface) (RQ1, H2, H3, and H4). Participants were exposed to two typeface-conditions by using handwriting typeface (i.e., Tornac) and sans-serif typeface (i.e., Nimbus) with several text phrases. Factor analysis was conducted to determine what underlying structure exists for measures on the following variables: typeface, the perceived power, engagement, and attitude toward typeface and to summarize the structural equation modeling among the set of variables. Results and Discussion To check the structural equivalence of measures, reliability test, correlation analysis, and confirmatory factor analysis (CFA) were conducted. Reliabilities for all measurements indicated acceptable levels: perceived power (a = .89) (Dubois et al., 2016), engagement toward the typeface (a = .95), attitude toward the typeface (a = .94). The correlations analysis showed that there is no violation of multicollinearity among the variables (r ≤ .62). A CFA was conducted to confirmed the measurement model fit. The results of CFA indicated that the measurement model had a good fit to the data, χ2 (41) = 55.38, p > .05, χ2/df = 1.35, GFI = .94, CFI (comparative fit index) = .99, TLI (Tucker-Lewis index) = .99, RMSEA (root mean square error of approximation) = .05, SRMR (root mean square error of approximation) = .04. For study model analysis, the Amos 23 with 5,000 bootstrap samples for mediation analyses was employed to analyze the proposed study model. Figure 1 indicate the result of path analysis. The results of the analysis showed that people perceived stronger power in Sans-Serif than in handwriting typeface (β = .43, p < .001, SE = .22, 95% CI [.00, .86]), but they were likely to engage in handwriting than in Sans-Serif typeface (β = -.34, p < .001, SE = .23, 95% CI [-.79, .11]). Perceived typeface power is positively associated with the typeface engagement (β = .60, p < .001, SE = .60, 95% CI [.44, .76]). Indirect effect of typeface on engagement through perceived power was significant (β = .26, p < .001, SE = .06, 95% CI [.16, .38]). Insignificant effect of typeface on engagement become significant when mediator, perceive power, was included in the model. The result shows a full mediation model. Engagement toward the typeface is a significant predictor of attitude toward the typeface (β = .62, p < .001, SE = .07, 95% CI [.48 .76]). Indirect effect of power on attitude toward typeface through engagement was significant (β = .28, p < .01, SE = .07, 95% CI [.24, .51]), but indirect effect of typeface on attitude through engagement was not significant (β = -.21, p > .05, SE = .05, 95% CI [-.15, .04]). Research Design in Study 3 An experimental study between-subjects randomized factorial design, 2 (typeface: handwriting vs. sans-serif) x 2 (perceived power of the communicator in ads: high vs. low), was used to test the proposed Hypotheses 5 and 6. Results and Discussion Regression analyses were conducted to test proposed hypotheses, controlling for the differences of communicators’ characteristics (e.g., a business woman vs. a housewife). Even though ad stimuli were developed by two conditions on communicator’s power, there are individual differences from the perceived power toward each spokesmodel in ads. Therefore, we measured and analyzed the perceived power. The results (Table 1) revealed that perceived communicators’ power positively influences ad engagement (β = .19, p < .05), attitude toward to ad (β = .41, p < .001), and purchase intention (β = .38, p < .001), but typeface does not. Different from the expectation, typeface and perceived communicator power did not interact to generate advertising effectiveness. Conclusion Study 1 obviously revealed that handwriting typefaces are associated with warmth and Sans-serif typefaces provoke competence in consumers’ perception. Study 2 illustrated that there were strong relationships between typeface and the perceived power toward typeface, between typeface and engagement through the perceived power toward typeface, and between the perceived power toward typeface and attitude toward typeface through engagement. Engagement toward the typeface is a significant predictor of attitude toward the typeface. Moreover, there were relatively relationships between typeface and engagement; between engagement and attitudes toward typefaces. The result of Study 3 shows that advertising audiences are more likely to process other visual information (e.g., photo images) than typefaces (e.g., a headline copy) in order to indicate audiences’ responses in advertising contexts and to generate advertising effectiveness. The current research has demonstrated that the strong effects come from a typeface itself might eventually dissipate when woven with other visual elements such as photo images in ads, even though the current research previously indicates that there are influential effects come from typefaces such as warmth and competence and the relationship with the perceived power.

Personalizing banner ads or embedding ads with specific data signals or triggers, such as – personal characteristics, past behaviours, etc. is believed to improve customer response or Click Through Rate (CTR) since, embedding ads with viewers/recipients’ personal data or characteristics make ads more appealing and relevant to users (Lambrecht & Tucker, 2013). However, evidence also exists in literature that personalization can be ineffective as the usage of customers’ personal data can trigger off privacy concerns causing them to ignore such ads (van Doorn & Hoekstra, 2013). Investigations exploring suitability and effectiveness of ad personalization report that factors such as advertised product, data used for personalizing may influence the effectiveness of personalized ads (De Keyzer, Dens, & De Pelsmacker, 2015; Goldfarb & Tucker, 2011; van Doorn & Hoekstra, 2013). In this research we examine the impact of personalization triggers (PTs) on click through rate (CTR) of online banner ads across cultures. CTR data for 1345 unique ad copies (personalized) of an international hotel group screened in Japan and Middle East countries was used for this study. Data analyses revealed significant impact of PTs on CTRs. Analyses further revealed that – 1) usage of past purchase data impacts the CTR negatively, implying that customers respond negatively to ads showing hotel properties that they have previously visited/stayed in; 2) usage of search history data has a significant positive impact on CTR, suggesting that customers respond favourably towards ads showing hotel properties in destinations revealed from their search history. Interestingly, culture specific data such as local language elicit different responses in different cultures. While in Japan, language personalised ads i.e., ads in Japanese language fared poorly (negative impact on CTR) as compared to ads in English language (positive impact on CTR); in the Middle East it was the ads in English language that fared poorly (negative impact on CTR) compared to ads in Arabic. These results strongly suggest that the knowledge of PTs influence CTR and combining them with the right creative elements would help advertisers in improving customer engagement with ads, have a positive impact on CTR and even improve customer conversion. This would imply better returns for the resources spent on digital advertising. Findings from the study are true and reflective of the PTs (membership, brand affinity, destination, language) used in the ad campaign under study and limited to the cultures investigated. Future studies exploring other PTs in online hotel ads would help marketers in making a more informed decision while selecting data signals or PTs for personalizing digital banner ads for hotel brands.

This study explores the effect of ad variation effectiveness as a function of cultural differences, drawing from visual attention and encoding variability theory. Findings on HK and UK participants suggest that varying ad features may be most effective by changing those features that correspond to the intended consumer’s cognitive styles. Introduction Previous research suggests that showing varied ads can enhance brand recall, and result in more positive attitudes towards the brand (Unnava & Burnkrant, 1991). Following the encoding variability theory (Lee & Lee, 2016; Yaveroglu & Donthu, 2008), variations in encoded information improve recall because these variations provide additional memory representations for the target information, hence leading to more retrieval cues for the information to be recalled (Anderson & Bower, 1973). Transposed to an advertising context, each element of an ad (e.g., graphics, layout, backgrounds, products, brand logo, etc.) can serve as a retrieval cue for information recall. For instance, if a target product is embedded in two different backgrounds (e.g., a beer in a social event vs beach background), these two different contexts can serve as two different retrieval cues for the target product, compared to only one possible retrieval cue provided in same ad repetition. Since encoding variability theory relies on contextual changes and multiple memory paths to explain the ad variation effect, it may be affected by cultural difference (specifically, selective attention), which can act as a moderator of ad variation effectiveness. Western and East-Asian people have been found to have different visual attentional biases (e.g., Nisbett & Masuda, 2003), with Westerners being more attentive on focal objects (analytic perception) and Easterners focusing more on the whole picture (holistic perception). As such, the selective attention they paid towards the ad may enable them more susceptible to specific changes of an ad, thus increasing the available memory pathway towards brand information, i.e., brand recall. Brand attitudes are suggested to be formed through learning (e.g., Van Osselaer & Alba, 2000), i.e., consumers learn and process the information conveyed in an ad, which eventually affects their attitude towards a brand. This study therefore also tested the role of visual attention in moderating the effect of ad variation on brand attitude, since Eastern and Western customers learn differently due to their visual attentional styles. To examine the possible moderation of ad-variation effectiveness by visual attention in a cross-cultural context, this study exposed HK (Eastern) and UK (Western) participants with two different varied-ad executions, foreground-varied ads (ads that vary in focal object) and background-varied ads (ads that change in background features). Identical-ad execution was also included as a baseline. We hypothesized that, due to the difference in attentional bias in Eastern participants (holistic) and Western participants (analytic), different types of ad variations might results in different extents of effectiveness of the ad variation. Method A 2 (Culture: UK vs. HK) x3 (Ad type: identical vs. background-varied vs. foregroundvaried) between-subject factorial design experiment was used in this study. We used a fictitious Beer brand - Helga Brugge - for this study. In the identical-ad condition, the same target ad was repeated three times. We designed a target beer and two beer pints as foreground features and background features included a camping scene (in identical-ad condition), and a football stadium, camping scene and a social event scene (in background-varied condition). In foreground-varied condition, while keeping the background image constant (camping background), the foreground features differed, i.e., a bottle beer, a canned beer, and a bottle beer with two beer pins. See Figure 1 for the target ad stimuli. Participants were randomly assigned to one of the three ad type conditions and watched the 20 advertisement slides (3 target ads with 17 filler ads), each of which was presented singularly for 3 seconds. Filler ads were chosen from real ads that were not used anymore at the time of the study. They included various product categories other than beer such as toy, beverage, and cosmetics. After being exposed to the advertisement, participants were asked to answer a series of questions measuring a number of variables in the following order: ad recall and brand recall (Lee & Lee, 2016), brand attitude (MacKenzie, Lutz & Belch, 1986) and demographic information. Data was collecting online using Qualtrics. Both Chinese and English versions of instructions were back translated (Miracle and Bang, 2002). Results After excluding incomplete datasets and participants whose nationality was not British or Hong Kong, the final sample comprised 117 UK (78 female) and 108 HK (63 female) participants. Cross-cultural Cognitive Differences in Perception To confirm the underlying assumption that HK participants tend to have holistic visual perception and UK participants tend to have analytical visual perception, participants’ responses were coded to identify the type of foreground information (e.g., beers, pints, foams) and background information (e.g., sunset, camping). The coding processes were independently performed by two coders; Cohen’s κ analyses showed a moderate agreement (Sim & Wright, 2005) between the two coders' judgments on both foreground information (κ = .781, p < .001, 95% CI, .716 to .846) and background information (κ = .775, p < .001, 95% CI, .706 to .843). Two 2(Culture: UK vs. HK) x 3(Ad type: identical, background-varied and foregroundvaried) analysis of variance (ANOVA) were conducted. Results support our assumption: UK participants elicited more comments on foreground information (M= 1.56, SD= 1.20) than HK participants did (M= 1.05, SD= 1.03; F(1, 219)= 11.80, p= .001, =.051), and HK participants elicited more comments on background information (M= 1.69, SD= 1.19) than UK participants did (M= 1.09, SD= 1.03; F(1, 219)=16.22, p<.001, =.069). There was no statistically significant main effect on ad type or any statistically significant interaction effect. Brand Recall For UK participants, we hypothesized that their selective attention towards focal objects would enable them more susceptible to changes in the foreground-varied ad conditions, but not in the background-varied ad conditions. Chi-squared analyses revealed that UK participants’ brand recall scores in foreground-varied condition (M=89.2%) was significantly higher than those in both background-varied (M=53.7%): X^2 (1, N=78) = 11.80, p<.001, ϕ =.39, and identical conditions (M=43.6%): X^2 (1, N=76) = 17.5, p<.001, ϕ =.48. There was no difference in brand recall between identical and background-varied conditions. Conversely, we hypothesized that both background- and foreground-varied ads would be equally effective for HK participants due to their holistic attention towards both foreground and background objects. Multiple chi-squared tests revealed that, HK participants’ brand recall scores in both foreground-varied condition (M=59.5.%) and background-varied condition (M=58.3%) were significantly higher than that in the identical condition (M=34.3.%; foreground-varied vs. identical,X^2 (1, N=72) = 4.57, p=.032, ϕ =.25; background-varied vs. identical, X^2 (1, N=71) = 4.13, p= .042, ϕ =.24). The difference between the two varied ad conditions was not significant. Brand Attitudes We hypothesized that HK and UK participants’ brand attitudes also differ to different extents in the three conditions, following a similar pattern found in measuring brand recall. Consistent with this, independent-sample t-tests on UK participants revealed that the mean scores for brand attitude in both foreground-varied ads condition (M= 4.64) was higher than that in both identical ads condition (M= 3.71; t=-4.09, p<.001, d=0.94) and background-varied ads condition (M=3.98; t=3.49, p=.001, d=0.80). No significant difference was found between the identical-ad condition and background-varied condition. For HK participants, results of t-tests revealed that the mean scores for brand attitude in both foreground-varied condition (M= 4.18) and background-varied condition (M=4.33) were both significantly higher than that in identical ads condition (M= 3.53; foreground vs identical: t=-3.19, p=.002, d=0.51; background vs identical: t=4.87, p<.001, d=0.80). No significant difference was found between the two varied ads conditions. Discussion This research provides supporting evidence that visual attentional biases initiated by cultural differences can moderate the effectiveness of ad variation. Specifically, for UK participants, ad variation appeared to be effective only in foreground-varied ads. Conversely, both foreground-varied and background-varied ads were effective for HK participants. These findings have both theoretical and managerial implications. To the best of our knowledge, it is the first cross-cultural research in the domain of ad variation. It addresses a gap in the ad variation literature, by identifying the moderating effect that cultural differences can have on the ad variation effect. This opens up new research directions including considering other forms of cultural variations (e.g., language) and cognitive differences (e.g., reasoning styles) to better understand individual differences in the domain of ad-variation. This study also offers insights for international marketers looking at tailoring their advertising strategies for different target audiences to maximize ad- and cost-effectiveness. Besides varying features that correspond to the intended consumer’s cognitive styles, marketers could also consider priming consumers’ cognitive styles when determining advertising strategies, as previous research has shown that consumers’ cognitive styles are relatively malleabile (Lin & Han, 2009). For example, when executing foreground-varied ads, inserting them into an article that could induce an analytic cognition (e.g., bibliography programs about a successful life story of a person) would be an effective strategy. This study has two main limitations. First, it only included data from nationals of the United Kingdom and Hong Kong. Non-cognitive cultural differences such as language and geographical mobility can affect cognitive styles (e.g., Rhode & Voyer, 2015). Future research should replicate and expand findings by looking at more countries (e.g., US, South Korea), with increased level of control on relevant non-cognitive crosscultural factors. Second, this study only looked at one hedonic product category: beer. Future research can replicate and expand findings, by looking at different product categories (e.g., utilitarian products, such as toothbrushes).

The purpose of this study is to find out how effective native content can be and how much 1) the web site type (news vs. entertainment vs. social networking site) and 2) the native content appeal (emotional vs. informational) will influence reader’s evaluations about a) the ad/website where the ad is placed and b) reader’s persuasion knowledge. The study also included an individual’s ad skepticism as one of the independent variables, arguing that the level of ad skepticism will influence the evaluations about the ad/website and individual’s persuasion knowledge. The result of the study can be helpful for advertisers to decide where and how to present native content. An online experiment, 3 (website type: news site/entertainment site/Facebook) X 2 (native content appeal: emotional/informational) X 2 (individual’s ad skepticism: high/low) was conducted to estimate the effects of independent variables on dependent variables, such as attitude towards the ad, website’s evaluation and individual’s persuasion knowledge. Introduction One of the newest ways of online advertising is ‘native ad’ or ‘native content.’ This new form of advertising provides companies the opportunity to introduce their products or services in a more natural way via online. Native ads normally match the design of other contents presented in the website and it should be perceived naturally as the rest of the content there (for example, in an online news site, the ad should be presented as news). Since native ads fit into the design of the site and people are there looking for stories to read, they provide higher rates of engagement as well as brand perception. However, there is a possibility of people feeling ‘deceived’ after realizing the story they click to read is no other but advertising. Furthermore, in the case of news websites, there have been instances of disapproval regarding native content. One of the arguments against native content presented in news sites points out that it is not ethical to present ads in the format of news. On the other hand, paid content can be seen as a useful alternative for non-intrusive online advertising which can generate more views among the users. Despite the increase of native content as a new form of advertising, academic study about native content (ads) is still difficult to find. The purpose of this study is to find out how effective native content can be and how much 1) the web site type (news vs. entertainment vs. social networking site) and 2) the native content appeal (emotional vs. informational) will influence reader’s evaluations about a) the ad/website where the ad is placed and b) reader’s persuasion knowledge. The study also included an individual’s ad skepticism as one of the independent variables, arguing that the level of ad skepticism will influence the evaluations about the ad/website and individual’s persuasion knowledge. Native content appears naturally, functioning like the rest of the content in the website. This characteristic makes it difficult for some people to tell the difference between the editorial content and paid content. By including ad skepticism as an independent variable, this study will show how people with high/low levels of ad skepticism will deal with this type of advertising. The result of the study can be helpful for advertisers to decide where and how to present native content. An online experiment, 3 (website type: news site/entertainment site/Facebook) X 2 (native content appeal: emotional/informational) X 2 (individual’s ad skepticism: high/low), was conducted to estimate the effects of independent variables on dependent variables, such as attitude towards the ad, website’s evaluation and individual’s persuasion knowledge. Literature Review Native Advertising and Evolution of Advertorials Native advertising is a method marketers use to present content in an interesting and subtle way on different websites or social media in a way that is almost camouflaging with the other content presented there. According to a IPG Media Lab survey, native advertising presented 53% more exposure than banners and it showed better performance regarding purchase intention, brand closeness and share intention. Native advertising’s origins can be found in what is defined as ‘advertorial’ (a combination of the words advertising and editorial). As we can find different arguments in native ads, we may also find discussions regarding similar topics related to advertorials. Cameron and Ju-Pak (2000)’s research supported that when stories are presented as editorial copy, they showed better credibility than those with a label of advertising. The ideas and main characteristics of advertorials appear today in native advertisements, bringing the advantages of advertorials to native ads. Marketers keep trying to make online advertising reliable and create effective sponsored content. However, as it was discussed with advertorials, when it appears difficult to tell the difference between news content and sponsored content, there is a possibility that the advertising is seen as deceptive (Pike, 2014). Since native content has become a popular online advertising format in reality, it is necessary to study it and the responses generated among the audience members of online news and different websites. Persuasion Knowledge Model & Ad Skepticism An individual’s ability to recognize and evaluate marketers’ persuasion goals and tactics is known as persuasion knowledge. Ad skepticism refers to a critical approach for consumers to evaluate and cope with advertising. Relating to the persuasion knowledge model and native content, one of the most important aspects for marketers is to determine the degree of persuasion knowledge that the target has in the different types of native content or the different website types where it is presented. This study will evaluate how an individual’s persuasion knowledge is affected after being exposed to native content. According to the persuasion knowledge model, we can assume that the more consumers know about the persuasion attempt of an agent, the lesser they are being persuaded. This study examined how the exposure to a new way of online advertising (native content) affects users’ persuasion knowledge. In the meantime, consumers with a higher level of skepticism make it harder for advertisers to find the effective format of online advertising. Consumers with a high level of skepticism may also be more aware of advertising strategies which leads to less positive responses to ads that use subtle persuasive techniques (Obermiller & Spangenberg, 1998, 2000). Previous research has shown that ad skepticism varies depending on advertising formats: banner advertisements present higher levels of skepticism than sponsored content. The present study differentiated persuasion knowledge from ad skepticism. Ad skepticism is regarded as a personal attribute. It is measured in order to find out how participants' level of ad skepticism (high/low) will influence the effects of native content. On the other hand, persuasion knowledge is seen as a way users will cope with advertising strategies. This research examined the effects different native advertising have on a reader’s persuasion knowledge. Research Questions & Hypotheses [RQ1]: Will the effect of native content on site evaluation be different depending on the website type, native content appeal and individual’s ad skepticism? [RQ2]: Will content appeal and website type influence the effects of native content on site evaluation (before/after)? [RQ3]: Will the effect of native content on persuasion knowledge be different depending on the website type, native content appeal and individual’s ad skepticism? [RQ4]: Will the effect of native content on attitude towards the ad (affective/cognitive/behavioral attitude and advertising credibility) differ depending on website type, native content appeal and individual’s ad skepticism? [H1]: Informational native content will show more positive cognitive attitude towards the ad than emotional content. [H2]: Emotional native content will show more positive affective attitude towards the ad than informational content. Research Method An online experiment was conducted in May 2016 in Seoul, Korea. Using a convenient and snowball sample, a total of 359 adult participants aged 18 or older took part in the online experiment. Experiment stimuli were created based on existing brands with high-involvement products (LG G5 mobile phone and CITI credit card). Experimental stimuli were created by the researchers to resemble native content and native ads in news sites, entertainment sites, and Facebook. The format of the contents was adapted from native content published in different sites (news site: /entertainment site: Huffington Post Korea, ). Participants were randomly assigned to one of the 6 cells (3 website types X 2 appeals). First, ad skepticism was measured followed by website evaluation. After each stimulus was shown, attitude towards the native ad, site evaluation and persuasion knowledge were measured. RESULTS AND DISCUSSION Despite the growing popularity of native advertising in various online sites, little research has been performed regarding its effects and possible variables influencing the effects of native advertising. This study intended to contribute to find an effective way to create native content and a suitable place to place the native content. The study found significant interaction effects between content appeal and site evaluation (before/after). Also, significant interaction effects on persuasion knowledge were found between website type and content appeal. On the other hand, main effects of independent variables (native content appeal and ad skepticism) showed interesting results. Results of RQ1 showed that a lower ad skepticism and informational content appeal presented more significant effects on site evaluation. In other words, participants with lower levels of ad skepticism were more likely to positively evaluate the site. Also, when comparing the types of appeal, informational native content turned out to be more effective on site evaluation than emotional appeal. However, the online experiment failed to detect a meaningful connection between website type and site evaluation. Significant differences were found in terms of participants’ website evaluation before and after presenting experimental stimuli, native content (RQ2). Contrary to what was expected, emotional appeal presented a bigger mean difference between site evaluation before and site evaluation after. This may be due to participants’ feeling of deception from native content with emotional appeal that leads a lower website evaluation among research participants (Howe & Teufel, 2014). According to Moore and Rodgers (2005), due to high levels of skepticism, online ads are perceived as the least reliable source of credibility. This can explain why content with informational appeal showed more favorable website evaluation over content with emotional appeal. The interaction effect between content appeal and website type on persuasion knowledge was significant. That is, informational appeal showed higher persuasion knowledge for both Facebook and news sites, whereas emotional appeal showed higher persuasion knowledge for entertainment sites. This result is consistent with the literature review presented above regarding website context and online advertising. Meanwhile, the fact that informational appeal increases persuasion knowledge on Facebook can be a subject for further research. Main effects of content appeal and ad skepticism were also found in increasing persuasion knowledge (RQ3). Ad skepticism showed significant main effects on attitude towards the ad over all four categories (affective, cognitive, behavioral attitudes and ad credibility). In other words, participants with lower ad skepticism showed more positive affective/cognitive/behavioral attitudes towards the native content and believed the ad was better. This finding supported previous research on ad skepticism where consumers with low levels of skepticism had more positive responses to advertising (Obermiller & Spangenberg; 1998, 2000). In conclusion, this study showed that participants with a lower level of ad skepticism show more positive reactions to native content than those who tend to be more skeptical about advertising in general. Also, informational appeal appeared to be more effective when compared to emotional content: informational appeal native ads resulted in more positive cognitive/behavioral attitudes towards the native ad and more ad credibility (RQ4).

This research examines how advertising message effectiveness differs depending on media types that provide fashion information among teenagers. Employing cloth consumption value and ‘fitness’ of fashion style, young people’s attitudes toward advertising and brand of fashion product were analyzed. Theoretical contribution and practical implication for fashion industry are discussed. Introduction Teenagers are an important consumer group in the clothing market, and the market size is expanding. They are more likely to absorb new information and respond to social influences, compared to other age groups. Thus, it is expected that teenagers are greatly influenced by the fashion information gained when making a purchase decision. In adolescence, the peer group is especially influential, as well as the media. Therefore, it is possible that their use of information source will differ from other groups. The most popular medium for Korean teenagers in recent years is social media. A Social Network Service (SNS) is a web-based service that allows individuals to build social relationships, providing a place for users to exchange information and opinions by providing a platform for communication (Boyd & Ellison, 2007). As development of mobile Internet technology, smart phone or tablet PC is commonly used in Korea and SNS becomes vital way for communication for young people. Most of teenagers are using SNS daily and exchanging their opinion each other. Recently, it attracts increasing attention for marketers to deliver advertising messages as a new marketing tool. Fashion companies widely employ SNS in their marketing activities to enhance brand images, retain customers (Cho & Park, 2012). SNS serves as a platform for “many-to-many” interactive communication, unlike traditional mass media for ‘one-to-many’ communication. Unlike traditional media, SNS has a wider influence on participants. Therefore, exactly the same message could be differently functioned by the advertising delivering system. This study seeks to look at how message effectiveness differs depending on the type of media that provides fashion information. As mentioned earlier, social media has distinct characteristics from the traditional mass media. Thus, even when it is the same advertising information, its impact on the consumer can vary when transmitted through the mass media and through social media. In addition, social media is a collection of various social platforms that share specific properties rather than a single media. Thus, depending on the type of social media, the same ad information can also be expected to elicit differing responses from consumers. In this study, female youth were studied as subjects of research. The survey method was utilized. This will allow us to explore the impact of various media on female youth's response on fashion advertisement. Understanding the sources of information important in youth will help develop effective clothing products marketing. The use of clothing sources varies depending on the group. Therefore, each vendor is expected to establish effective marketing methods through research on the use of the clothing information sources of the target audience. Theoretical Background Type of Media In this study, type of advertising media was mainly categorized as follows: Social Network Service (SNS) and mass media. More specifically, SNS was reassigned into three by characteristics of service such as network-type, share-type, and blog-type (Chung & Lee, 2015). Overall, four types of media were analyzed in this study and each service was represented by Facebook, Instagram, Twitter, and magazine ad in the order named. Social Desirability and SNS Along the development of Internet based technology (IT), ways of advertising placement became diverse and moved focus on IT based service including SNS. Especially for young people, fashion industries are willing to catch their eyes on SNS. By the nature, young SNS users are eager to search, blog, and share what they have earned on SNS for various reasons. Sharing fashion information is very important for young female. Their expressions on SNS mean what they are; what I eat, wear and so on. A fellow feeling, so called ‘we-ness’, is extremely essential for Korean young people. Looking alike does not only share collectivistic spirits, but also makes feel not fall behind the trendy style. Using SNS is one of the best ways of confirming their fellow feeling and at the same time it reduces peer pressure. From the domain of fashion marketing, research on communication had been mostly focused on mass media, and research on SNS communication, sharing of consumption information among consumers had been insufficient (Jun & Park, 2013). Fashion companies are recently trying to utilize SNS as a new alternative to have efficient effects with little costs. The SNS communication effect plays a large role in the consumption of consumers and analyzes the influence of SNS on the responses of the customers. SNS has the characteristic in which recommendations of friends or reliable acquaintances based on trust are important (Jung & Cho, 2016). Fashion Information Source and Clothing Consumption Value Consumers’ choice of clothing is based on the information gained. Information provided by the media or other people's clothing is the main source of decision making. In this case, the media and the surrounding people will become sources of desirable fashion style. Earlier, Cox(1967) classified the type of information sources as marketer-driven sources, consumer-driven sources, and neutral sources. Several scholars classified information sources as personal and non-personal sources, and direct observations and experiences (Andreasen 1968, Sproles 1979). Park and Yoo(2000) classified consumers according to fashion lifestyles and analyzed the sources of information that each group utilized. Each group tended to use different types of fashion information sources. Fashion-following group and personality-oriented group utilized more media and personal information, such as print media and television, compared to pragmatism group and conformity group. Personality-oriented group tends to use more direct observation than other groups. Conformity group showed the least use of mass media, purchase experience, observation, and interpersonal information source. This result shows that the types and degree of information used varies depending on the consumer’s fashion lifestyle. Research has found that clothing consumption value is one of the major variables which affect consumer’s use of information source. Among several classifications of consumption values, Sheth’s model is the most utilized model in Korea fashion academia (Han and Kim, 2002). Sheth et al. (1991) classified consumption values into functional value, social value, emotional value, epistemic values, and conditional value. Han and Kim (2002) classified consumer groups into 4 groups utilizing Sheth’s classification: the Conspicuous, the Epistemic, the Social/Conformitive, and the Indifferent. There were significant different among the four groups in information search process. The Conspicuous and the Epistemic more tend to search carefully the clothes inside the store or in the show window than other groups. The two group members answered that they make a decision based on my own tastes than the other groups. Research Questions and Hypotheses Based on the earlier discussion, we propose following research question and hypotheses. Research Question 1: Would advertising message’s effect on young people’s attitudes toward advertising and brand of fashion product be different, depending on their consumption value of clothing? Hypothesis 1-1: Consumers in different consumption values groups will show different response to the same advertising message delivered through different channels. Specifically, social conformity group are more likely to show positive attitude toward advertising and brand presented on network-type SNS than advertising and brand presented on other platforms. Hypothesis 1-2: The Expressive is more likely to show positive attitude toward advertising and brand presented on magazine than other groups are. Research Question 2: Would advertising message’s effect on young people’s attitudes toward advertising and brand of fashion product be different, depending on their age group? Hypotheses 2-1: Young women will have better responses to SNS-based ads than magazine ads to older women. Research Question 3: Would advertising message’s effect on young people’s attitudes toward advertising and brand of fashion product be different, depending on their perception of ‘fitness’ of their desired fashion style? Hypotheses 3-1: When they perceive the presented style on the ad does not fit to their desired fashion style, network-type SNS is more likely to get positive attitude from the social conformity group than from the other groups. Methodology This present study aims to investigate the effects of advertising message by operating delivering system on consumers’ attitude toward fashion advertising and purchase intentions. This research employed a 4 (consumption value of clothing: expressive, practical, unique, social/conformity) X 4 (Advertising media type: network-type SNS, share-type SNS, blog-type SNS, and magazine) X 2 (fashion style fitness: fit/not fit) between subjects factorial design. The survey was conducted on 200 more young females, aged 16 to 24. Main Discussion Points This study aims to investigate how a fashion product ad works depending on the type of media on which the fashion advertising presents. To do this, authors will compare the advertising effectiveness among magazine ad, Facebook (Network type SNS), Instagram (Share type SNS), and Twitter(blog type SNS). First of all, we are going to examine how each advertising medium works depending on consumer’s consumption values, their age, and the perception of fitness of their desired fashion style. Based on the results, the theoretical contribution and practical implication will be discussed. This discussion will provide us deeper understanding on how fashion industry utilizes advertising media when female youth is a major target group

본 연구는 기존의 부산국제광고제의 정체된 문제점을 보완하기 위해서 디지털 영상 부문 도입 에 따른 부산국제광고제 수익창출 및 활성화 방안에 대해서 알아보았다. 최근 급속한 매체 환경 변화에 적합한 해외 사례를 바탕으로 부산국제광고제 디지털 영상부문 신설 안을 제시하고, 전문 가 심층인터뷰를 통해 현실적인 방안을 모색하였다. 연구결과는 다음과 같다. 우선, 디지털 영상 부문 도입 방안으로 전문가들은 글로벌 광고주가 미션을 부여하여 전 세계 크리에이터가 영상을 제작하는 방식을 가장 선호하였다. 하지만 현실적 인 방안으로 해외 영상제에서 실행하고 있는 웹, 모바일 UCC 영상분야를 신설하여 다양한 작품 을 확보하는 것이 중요하다고 제안하였다. 두 번째로 수익창출 방안으로는 출품료를 위한 수익창 출과 광고주 후원을 통한 수익창출 방안을 제시하였다. 결과적으로 전문가들은 부산국제광고제 디지털 영상부문을 크게 브랜디드 콘텐츠(Branded Contents) 부문과 솔루션 콘텐츠(Solution Contents) 부문으로 나누었고, 그에 따른 내용은 세부 연구결과를 통해 살펴볼 수 있다.