In recent years, companies, consumers, and society have increasingly committed to actions aimed at protecting the environment. Thus, environmental activity has become central to companies’ strategies. Apparel is becoming a disposable product, resulting in a sharp consumption increase (Hwang et al., 2016). The fast growing rates of apparel products consumption and waste lead to an environmental crisis. Smaller brands as well as many multinational companies, including large chains started selling clothes made of ecological fiber. According to the Ethical Fashion Forum, green fashion refers “represents an approach to the design, sourcing and manufacture of apparel which maximizes benefits to people and communities while minimizing impact on the environment.” (Cervellon & Wernerfelt, 2012). The purpose of this research is to analyze the relationship between perceived effectiveness of green products, attitude toward advertising, brand attitude, purchase intention and green behavior intention and to identify how claim specificity types, cognitive style and sustainable involvement influence on the relationship between variables.

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

Study objectives are: 1) to investigate the difference in consumer perceptions of the model’s image and physical attractiveness according to advertising model types; 2) to explore the effect of the difference between the model’s image and the consumer’s self image, the difference between the model’s image and the brand’s image, and the physical attractiveness of the model on attitude toward the advertising model; and 3) to explore the effect of attitude toward the advertising model on attitude toward the advertisement. A total of 306 female consumers over the age of 45 participated in experiments with advertisement stimuli for a senior apparel brand. Results showed a significant difference in the model’s images and physical attractiveness according to each model type. The consumer’s attitude toward the advertising model was determined by physical attractiveness of the model, not by the difference between model’s image and the consumers’ self-image, nor by the difference between the model’s image and brand image. Attitude toward advertisements was determined by attitude toward the advertising model. The findings imply that advertising models of a senior apparel brand can be selected based on the physical attractiveness of the model. Consumers do not consider whether the model’s image fits well with their self-images or the brand’s image when building an attitude toward the advertising model, and this precedes the consumer’s attitude toward the advertisement. These results can be used as guidelines to select appropriate models for advertisements of senior apparel brands.

모바일은 새로운 커뮤니케이션 수단을 넘어서 일상이 되어가고 있으며 현대정치 문화에서도 모바일을 활용한 홍보는 필수적인 요인이 되어 있다. 많은 정치 후보자들이 선거 캠페인 문화 및 전략에 있어 모바일을 비중이 높은 홍보수단으로 활용하고 있지만 이에 비해 모바일을 활용한 정치 광고에 대한 연구가 부족한 것이 현실이다. 특히 모바일을 활용한 문자메시지 홍보는 현대 정치 문화로 자리 잡아 가고 있으며, 이에 따라서 좀 더 정교하고 유권자들의 호감을 이끌어낼 수 있는 모바일 메시지 활용이 필요한 시점임을 알 수가 있다. 본 연구는 이러한 배경 하에 모바일을 활용한 정치 후보자들의 문자메시지에 대한 인게이지먼트 요인들이 유권자 반응에 미치는 영향을 알아보고자 연구를 진행하였다. 기존 선거에 사용되었던 문자메시지를 수집 분석해 상호 이해형, 조작형, 정보 전달형으로 나누고 선거권이 있는 전국 남녀 120명을 통해 인게이지먼트 속성(만족, 유익성, 주목성)이 유권자 반응에 미치는 영향을 서베이를 통해 분석해 보았다. 분석결과 첫째, 상호이해형 메시지에서 후보자태도에 영향을 미치는 요인은 만족과 유익성이고 투표의향에 영향을 미치는 요인은 만족인것으로 나타났다. 둘쨰, 조작형 메시지에서는 만족과 유익성 요인이 후보자 태도에 영향을 미치는 것으로 나타났고 투표의향에 영향을 미치는 요인은 만족과 주목 요인인 것으로 나타났다. 셋째, 정보 전달형 메시지에서는 만족과 유익성 요인은 후보자 태도에, 만족과 주목성 요인은 투표의향에 영향을 미치는 것으로 나타났다. 따라서 인게이지먼트 요인이 메시지 유형별로 유권자 반응에 미치는 영향에 대한 연구는 효과적인 메시지 운용 전략을 펼칠 수 있으며, 한 두표 차이로 당락이 결정되기도 하는 선거에서 향후 더 발전적이고 정교한 선거 캠페인 문화에 실무적 시사점을 제공할 수 있을 것이다.

본 연구는 공익연계광고 유형이 광고태도와 광고내용에 대한 수용의도에 미치는 영향을 분석하고, 공익 수혜자와의 심리적 거리와 소비자 자기감시성향의 조절역할을 검증하였다. 가설검증을 위해 공익연계 광고유형은 제품관련 광고와 사회적 중 요성을 보여주는 2가지 유형으로 분류하였고, 심리적 거리는 가까운 것과 먼 것으로 분류하여 총 4가지 유형의 공익연계 광고 실험물이 제작되었다. 나아가 응답자의 자기감시성향은 높은 집단과 낮은 집단으로 분류하여 조절변인으로 사용하였 다. 가설검증결과, 공익연계 광고유형은 광고태도와 수용의도에 모두 유의한 영향을 미치는 것으로 나타났고, 심리적 거리 는 광고태도와 수용의도에 모두 유의한 조절역할을 하는 것으로 나타났다. 자기감시는 수용의도에는 유의한 조절역할을 하 고 있으나 광고태도에는 유의한 조절효과가 발생하지 않은 것으로 나타났다. 이와 같은 연구결과에 따라 본 연구의 이론적 및 실무적 시사점을 제시하고 향후 연구방향에 대한 제언을 하였다.

본 연구에서는 POP광고 유형이 광고태도와 구매의도에 미치는 영향을 분석하고 나아가 응답자의 자기감시와 충동구매성향이 어떤 조절역할을 하는지 규명하고자 한다. 설문조사는 현재 재학 중인 대학생들을 대상으로 실시하였으며, 실험물은 이미지형, 판매촉진형, 제품정보형으로 분류하여 총 3가지 유형의 POP광고물을 제작하여 실험에 사용하였다. 응답자의 충동구매성향과 자기감시성을 측정하고 각각 높은 집단과 낮은 집단으로 분류하여 조절변인으로 분석에 사용하였다. 실증분석 결과, POP광고유형은 광고태도와 구매의도에 모두 유의한 영향을 미치는 것으로 나타났다. 그리고 POP광고유형이 광고태도와 구매의도에 미치는 영향에서 충동구매성향의 조절효과는 모두 유의한 것으로 조사되었다. 자기감시성은 구매의도에 대한 조절효과는 유의한 것으로 나타났으나, 광고태도에는 유의한 조절역할을 하지 않는 것으로 조사되었다. 본 연구의 결론에는 연구결과의 요약과 시사점 그리고 한계점을 논의하고 미래연구에 대한 제언을 하였다.

본 연구는 광고유형에 따른 노인과 청년 모델에 대한 노인과 청년소비자의 태도를 비교 연구하였다. 본 연구 결과를 통해 광고유형과 광고모델의 유형에 따라 노인소비자와 청년소비자가 광고태도에서 유사성과 차이점이 실증적으로 입증되었다. 연구결과 노인소비자는 제품광고에 청년 모델이 등장하는 광고보다 노인 모델이 등장하는 광고를 더 선호하는 결과를 나타냈다. 청년소비자는 제품광고에 청년 모델이 등장하는 광고를 노인 모델이 등장하는 광고보다 더 선호할 것으로 예상했는데 역시 더 선호하는 결과를 나타냈다. 노인소비자는 공익광고에 청년 모델이 등장하는 광고보다 노인 모델이 등장하는 광고를 더 선호하는 결과를 나타냈다. 청년소비자는 공익광고에 청년 모델이 등장하는 광고를 노인 모델이 등장하는 광고보다 더 선호할 것으로 예상했는데 역시 더 선호하는 결과를 나타냈다. 한국사회가 급속도로 고령화사회가 되어가면서 국내 노인 인구가 점점 늘어나고 노인을 대상으로 한 정부나 기업, 공공단체들의 마케팅 활동의 중요성이 제기되는 시점에서 노인소비자와 청년소비자를 비교 연구한 것은 큰 의미를 찾을 수 있겠다. 이번 연구결과는 노인소비자와 청년소비자의 차이점을 보여주면서 비교 연구의 중요성을 확인해 주었다.

본 연구는 광고유형에 따른 외국인과 한국인 모델에 대한 외국인과 한국인 소비자의 태도를 비교 논의하였다. 본 연구 결과를 통해 광고유형과 광고모델의 유형에 따라 외국인 소비자와 한국인 소비자의 광고태도, 브랜드에 대한 태도, 공익에 대한 태도에서 유사성과 차이점이 실증적으로 입증되었다. 연구결과 외국인 소비자는 광고태도와 브랜드태도, 공익태도에서 제품광고와 공익광고 모두 한국인 모델보다 외국인 모델에 대한 선호도가 더 높았다. 한국인 소비자는 제품광고에서는 광고태도와 브랜드태도에서 외국인 모델과 한국인 모델에 대한 선호도 차이를 보이지 않았다. 그러나 공익광고에서 한국인 소비자는 외국인 모델보다 한국인 모델에서 선호도가 더 높게 나타났다.