In the last years, we have witnessed the consolidation of an increasing number of media channels including but not limited to, social media, brand sites, podcasts and the recent developments into the metaverse (Blazquez, 2023). Consumers are exposed to multiple stimuli with shorter attention spans which makes challenging for brands to create meaningful relationships that can sustain brand loyalty. It is important to revisit the role of campaigns that communicate brand-related messages and aim to affect brand image. Christmas advertising has become a part of consumers’ festive rituals (Cartwright et al., 2016) and engendering a positive response is particularly important at this time of year given that it is associated with love, friendship and reconciliation. These campaigns that appeal to a wider target audience, find in traditional media an important channel to get to their customers but also use digital channels which make them more inclusive.

In today's fast-evolving technological environment, the growth of mobile devices has provided businesses with additional knowledge on how to effectively communicate with their targeted audience. As big data generated by mobile users has become a valuable source for improving communication, users’ location data has provided an additional parameter to take into account while trying to enhance the effectiveness of digital marketing campaigns. This paper presents a comparative study of the location-based marketing field and tools. It provides an overview of different exploitation methods of location-based mobile services and data for effective digital marketing campaigns and guidelines for future research.

This study investigated the conditions under which consumer participatory corporate social responsibility (CSR) campaigns could be effective and focused on power as the key variable. Specifically, based on motivational intensity theory, the interaction effect between participation effort and power was examined on CSR attitude and participation intention. In addition, this study tested the mediated moderating effect of power through self-efficacy in order to examine the mechanism behind the interaction effect. Results of two experimental studies (Study 1 and Study 2) showed a significant the interaction effect of participation effort and power on participation intention. When the consumer's power was low, participation intention was lower for those in the high effort condition compared to those in the low effort condition. On the other hand, when power was high, there was no difference in participation intention according to the level of participation effort. This study has significance in that it reaffirms and furthermore expands the existing academic results and presents practical implications.

본 연구는 최근 한국의 정치적 상황에서 종교가 해야 할 역할과 지향점을 탐색하기 위해 수행되었다. 종교와 정치는 일치하는 것으로, 또는 분리해야 한다는 상반된 주장이 보이지만 후자의 경우라도 정교분리 와 종교의 정치참여는 모순이 아니라 양립가능한 것으로 간주된다. 본고는 종교의 정치참여 활동 중 특히 종교기반 시민단체의 공명선거운동에 초점을 둔다. 한국 정치에서의 종교의 관여는 시민운동이 중심이어서 종교가 정치발전에 무시할 수 없는 요인이 되기 때문이다. 본 연구는 공명선거운동에 참여한 종교시민단체 중 ‘기독교윤리실천운동’을 예시하였다. 이 단체가 종교 측의 솔선수범과 자기반성을 중시하면서 특정 정파 에 편향되지 않은 ‘공감’에 초점을 두고, 종교적 시각이 포함된 깊이 있는 연구 성과를 정책 제안서에 반영 하고 있다는 평가하기 때문이다. ‘기독교윤리실천운동’이 보여주는 이러한 반성과 지향은 모든 종교시민단 체가 참고해야 할 특성으로, 이 점은 대립과 갈등으로 얽힌 한국의 정치적 상황을 해결하는 데에도 기여할 것으로 본다. 이것이 바로 종교가 추구하는 자리이고 종교의 역할이라고 할 수 있다.

This conceptual paper drew on the uses and gratifications theory to theorize about what drives consumers to engage in social media activation campaigns. This paper proposed that satisfying the needs for integration and social interaction, personal identity, information seeking, entertainment, and utilitarian reward through a social media activation campaign can enhance consumers‘ engagement with it. Finally the way in which cognitive, affective, and behavioral engagement with such campaigns affect brand image was explained theoretically. The developed conceptual framework can help marketing managers to create engaging social media activation campaigns, thereby improving the image of their brands.

In this research, we are going to explore the effect of processing fluency and different types of appeal on consumer’s prosocial intention. There are contradictory findings regarding the effects of processing fluency whether easy to process fluency (EPF) or difficult to process fluency (DPF) is more efficient to lead prosocial behavior (Reber, Schwarz, & Winkielman, 2004). However, we predict that different appeals based on egoistic or altruistic motives may influence people’s perceptions of processing fluency. In particular, if a primed appeal concerns egoistic motives, effort to reach the selfish appeal could not be reflected as honorable for themselves (Zhang, Xu, Jiang, & Huang, 2010). As a result, we predict that such perceived disgraceful efforts will increase unpleasant emotional states such as guilt, which arises when experiencing possible objections to their actions or intentions (Peloza, White, & Shang, 2013). Thus, we hypothesized and found that in study 1, people primed with self-benefiting appeals considered a difficult to process campaign to be less favorable than an easy to process campaign. Self-benefiting appeals increased a sense of guilt when people are in a DPF condition compared to an EPF condition. Finally, in study 2, the demonstrated effect from study 1 was explained with underlying mechanism as a sense of guilt. In conclusion, this study has theoretical implications in discovering the relationship between processing fluency and different types of appeal. When the appeal is considered disgraceful from egoistic motives, putting extra efforts into DPF campaigns is considered unjustifiable through increasing guilty feelings. This effect causes unfavorable attitudes toward DPF campaigns and decreases prosocial behavior. As a result, our findings provide insights for marketers by suggesting effective strategies for designing prosocial campaigns.

Many information sources have reported that celebrity endorsements of luxury fashion brands are considered one of the success factors that enhance the growth of luxury markets. Yet two contrasting views are held as to whether or not celebrity endorsements are necessary for luxury brands. One view in support of celebrity endorsements for luxury brands insists that the use of celebrities generally provides many beneficial advantages, serving as a good communication tool. Specifically, the celebrity endorsements are effective in increasing ad viewers’ attention, polishing brand images, introducing new brands, and repositioning existing brands (Erdogan, 1999), enhancing message recall (Friedman & Friedman, 1979), and generating favorable attitudes toward ads and brands (Atkin & Block, 1983). Above all, brands endorsed by celebrities often obtain high brand awareness, resulting in a rapid sales increase (Ruiz, 2008). In contrast, the other view is more concerned with the diminished luxuriousness that is overshadowed by celebrities, rather than realizing an immediate increase in sales (Dubois, Laurent, & Czellar, 2001). Celebrity endorsements in ads are expected to increase brand awareness and simultaneously reduce the brand rarity impacting a qualification for status, which is central to brand luxuriousness in particular (Berry, 1994). The publicly recognized brand names would draw more attention from average consumers than from rich consumers, as the wealthier are the less influenced by celebrity endorsements (Gaudoin, 2013). In addition, considering that luxury brands are already constructed with well-defined brand meaning and personalities, using non-celebrity endorsers with luxurious images would be as effective as using celebrity endorsers in terms of improving brand luxuriousness (Okonkwo, 2007). As such, celebrity-endorsed luxury branding strategies seem to be questionable, though they are popularly being adopted. The current study aims to reveal the overall effectiveness of the use of celebrity versus non-celebrity endorsers on consequential consumer evaluations and highlight the importance of congruence between the brand and the endorser (match-up).

Employing a 2 (Source disclosure: Health agency vs. Co-created) x 2 (Co-creator identity: General vs. Specific) between-subjects fractional factorial design, this research explores how the disclosure of consumer involvement in developing public health messages can increase advertising effectiveness. This effect is enhanced by revealing the co-creator’s identity and experience with the health issue.

This study explores the moderating role of perceived sponsor motive and event-self congruence on the relationship between event-sponsor congruence and attitude toward sponsor in CSR advertisingcampaigns. A scenario based 2 (event-sponsor congruence: high/low) ⅹ 2 (perceived sponsor motive: selfish/altruistic) ⅹ 2 (event-self congruence: high/low) between-subjects design experiments are conducted for the test of hypotheses. According to the results of ANCOVA, consumers' perceived sponsor motive and event-self congruence are shown to moderate the effect of event-sponsor congruence on consumers' attitude toward sponsor. And, when the consumer perceives sponsor motive as ‘altruistic’ and event-self congruence as ‘high’, the difference of attitude toward sponsor between the high group and low group of event-sponsor congruence perception is the lowest.

Purpose: As nonprofit organizations have made strides in international development, ensuring financial resources has become pivotal to determine what nonprofits strive for and how they perform with the budget generated without efforts for profit-making. The purpose of this research aims to investigate the determinants of donation intention that are affected by television fundraising campaigns in order to improve financial sustainability. This study applied the effects of emotional sympathy, economic value, accountability, relevance, and sustainability on donation intention. Research design, data, and methodology: This study collected data via an online survey by classifying respondents based on donation experiences and applied statistical analyses such as factor analysis, regression, and ANOVA. This study selected television fundraising campaigns aligned with criteria of the Sustainable Development Goals (SDGs). Results: The results of this study showed that emotional sympathy was a dominant variable regardless of previous donation experiences, while economic value was significant for inexperienced donors. Conclusions: The results provide implications to nonprofit organizations for fundraising as to what aspects need to be addressed in order to draw donors’ motivation for giving behavior. Given efforts for successful implementation of development agenda, it is fundamental to establish financial sustainability of nonprofit organizations and build up public awareness.