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    Effects of Expression Type of Mobile Video Advertisements to Customers
    Volume 1, No. 1, September 2020 | 10 pages| http//dx.doi.org/10.46410/jbtm.2020.1.1.02

    Authors

    Zou Kang, Department of Visual Design of Tongmyong University, Busan, Korea
    Wang Dong, Department of Visual Design of Tongmyong University, Busan, Korea


    Abstract

    With the sudden change in the new media environment, the consumer’s new media use behavior has changed entirely. Today, consumers do not evaluate the products’ function and quality which the enterprise has. They choose the story which it involves. And the importance and value of the story are becoming bigger than any period. Now the mobile storytelling video advertisement is the advertisement media which has the biggest influence. To this, the research searches the mobile storytelling video advertisement’s concept and characters and makes it as the foundation. It analyzes the consumer’s sympathy response by brain wave experiment and question investigation in mobile storytelling video advertisement and expression type. It is to analyze that if the sympathy response can contribute to advertisement effect and prediction. This research implements the question investigation and brain wave experiment for 55 men and women from 20 years old to 30 years old who are interested in advertisements. By the advanced research, choose the 5 advertising materials categorized according to mobile storytelling’s expression type. Then implement the analysis to each advertisement’s preference type and consumer’s empathic response by mobile storytelling video advertisement. In mobile storytelling video advertisement, consumer sympathy response’s importance suggests the staff who uses practically storytelling video advertisements to do the advertisement campaign must consider if he gets the consumer’s sympathy response.


    Keywords

    Mobile storytelling video advertisement, Expression type, Consumer, Empathic response


    References

    [1] Han MalKum, Ryu MyeongSik, Sung YoulHong,『Moderating Effect of the Consumers’ Need for Uniqueness and Self-regulatory Focus in the Advertising Effect of Storytelling Advertisement』, The Korean Journal of Advertising, Vol. 27 No.6, pp. 97-127, (2016).

    [2] Yun SeulChoi, Han Sangpil, SeungYeob Yu,” The Effect of Engagement Attributes of Digital Storytelling Advertisement on eWOM : The Mediating Role of Sympathy”, The Korean Journal of Advertising, Vol. 26 No.5, pp. 191, (2015).

    [3] Jeong Chasuk, “(A)study on the influence of message components of storytelling advertising and involvement on advertising effects”, Graduate School of Hanyang University, Doctoral thesis, pp. 22, (2013).

    [4] Duan, Chanming & Hill, Clara, The Current State of Empathy Research. Journal of Counseling Psychology, Vol. 43 No. 3, pp. 261-27, (1996).

    [5] Green, M. C., & Brock, T. C., The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, Vol. 79, pp. 701-721, (2000).

    [6] Soh Hyeon Jin, Consumer Responses to Storytelling Advertising:Investigating the Power of Empathic Response, The Korean Journal of Advertising, Vol. 26 No. 7, pp. 59-79, (2015).

    [7] FGI(Focus Group Interview): This is an expert interview survey method for homogeneous experts in a way that acquires the knowledge and information they want to know by conducting free discussions with a specific topic for a group of respondents with expertise. Source: Chae Seo-il, marketing research, b&abook, pp. 171, (2005).

    [8] Eun-Ju Noh,”On an ERP experimental study of metalinguistic negation: A reply to Lee (2015)”, The Discourse and Cognitive Linguistics Society of Korea, Vol. 23 No. 1, pp .89-109, (2016).

    [9] Lim Jun-beom, Sooboom Lee, Joo Seong-gap, Shin Joon-soo,”Analysis of Anxiety EGG per Driving Speed on Different Design Speed Road”, Journal of the Korean Society of Civil Engineers, Vol. 33 No. 5, pp.2049-2056, (2013). Ministry of Science and ICT, Korea Internet & Security Agency,”Internet Usage Survey Summary Report”, pp. 10, (2017).


    Citations

    APA:
    Kang, Z., & Dong, W. (2020). Effects of Expression Type of Mobile Video Advertisements to Customers. Journal of Business and Technology Management (JBTM), HolyKnight, vol. 1, 9-18. doi.org/10.46410/jbtm.2020.1.1.02.

    MLA:
    Kang, Zou, et al “Effects of Expression Type of Mobile Video Advertisements to Customers.” Journal of Business and Technology Management, HolyKnight, vol. 1, 2020, pp 9-18. JBTM, https://holyknight.co.uk/journals/jbtm/Vol1-1/2.html.

    IEEE:
    [1] Z. Kang, and W. Dong, “Effects of Expression Type of Mobile Video Advertisements to Customers.” Journal of Business and Technology Management (JBTM), HolyKnight, vol. 1, pp. 9-18. September 2020.