모바일 패션 SMS 광고 마케팅의 광고효과에 관한 연구

• 영문명: Advertising Effect of Mobile SMS Marketing on Fashion Advertising
• 발행기관: 한국조형디자인학회
• 저자명: 이승희(Lee, Seung-Hee) 박정례(Park, Jung-ley) 함가리(Hahm, Ga-ri)
• 간행물 정보: 『조형디자인연구』한국공예논총 제12집 2권, 1~13쪽, 전체 13쪽
• 주제분류: 예술체육 > 미술
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

The purpose of this study was to examine the advertising effects of mobile SMS marketing on fashion advertising. Three hundred seventy eight female college students in Seoul and its suburb participated in this study. For the experimental study, two stimuli (Image type vs Text type) which present mobile fashion advertising were manipulated through two pre-tests. The results were as follows. First, factor analysis for advertising attitudes revealed that three factors (emotional, cognitive, delivery) with eigen values equal to or greater than 1.0 were generated, and accounted for 61.3% of the variance. Second, there were significantly differences by advertising types in advertising attitudes and purchase intention between image type and text type. That is, image advertising type had higher scores on advertising attitudes and purchase intention than Text advertising type. Second, there were significant interaction between appeal type and brand type on Ad attitudes. Based on these results, fashion mobile advertising marketing strategies would be suggested for more successful fashion brands.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 연구결과

V. 결론 및 제언

￭참고문헌

키워드

모바일광고 SMS 광고 광고태도 브랜드태도 광고효과 Mobile Marketing SMS Advertising Advertising Attitudes Brand Attitudes Advertising Effects