김은실 교수

With the rapid growth of smartphone and smartphone application users, mobile apps have attracted an increasing amount of attention as an engaging platform for marketing communication. A content analysis of 106 branded apps of global brands found that most global brands incorporate into their apps important engagement attributes that this study examines (i.e., vividness, novelty, motivation, control, customization, feedback, and multiplatforming) and frequently employ entertainment features. In a

Despite the increasing interest in celebrity influencers as a marketing communication tool, much remains to be explored to understand how influencer credibility combined with brand credibility affects consumers’ perception toward the influencer promotional post. Moreover, there are growing concerns around whether sponsorship disclosure on influencer promotional posts encourages consumers to critically process the advertising message. Thus, this study examines the effects of disclosure types (exp

Incorporating the theory of limited cognitive capacity and persuasion knowledge model, this article examines the interaction effect between cognitive load and disclosure language on the activation of persuasion knowledge and perceived manipulativeness of native advertising. Two experimental studies suggested that individuals with varied levels of cognitive load responded to native advertisements using explicit versus implicit disclosure language differently. The current research contributes to t

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additional

Brands and digital marketing rely on influencers more than ever. As the marketing landscape for social media influencers quickly changes, policies and regulations require standardized sponsorship disclosures. This study examined the effectiveness of three different types of sponsorship disclosure—no disclosure, implicit disclosure, and explicit (standardized) disclosure. This study also compared three different types of influencers and their effectiveness as endorsers: a celebrity, a micro-influ

Video games are now a venue for branded messages. Hence, game players may be exposed to brands in and outside game environments. This study focuses on the latter, that is, external brand placement. Drawing upon the literature on involvement and on the limited capacity model (LCM) of information processing, this study explores the mechanism by which external brand placement influences game players’ processing of a brand placed within a game, known as an in-game brand. The results show that player

The three-point Vernier alignment (or acuity) test was conducted on children from 5 to 9 years old. There is a significant difference between the 5-9 year old subjects and those in age groups 10 to 19 and 20 to 29 years in Vernier performance. These data were also compared with previously published data from older subjects (up to age 70). We conclude that Vernier function has not fully matured within the age range of 5 to 9 years; this finding is consistent with previous results reported in the

Liposomes are used as model membranes in many scientific fields. Various methods exist to prepare liposomes, but common procedures include thin-film hydration followed by extrusion, freeze-thaw, and/or sonication. These procedures can produce liposomes at specific concentrations and lipid compositions, and researchers often assume that the concentration and composition of their liposomes are similar or identical to what would be expected if no lipid loss occurred. However, lipid loss and concomi