• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.176-185
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• 2020

This study aimed to explore whether and how smartphone-based multiscreening affects a consumer's attitude toward mobile video advertising. For the latter purpose, this study proposed and empirically tested whether perceptions of advertising informativeness and advertising intrusiveness mediate the impact of smartphone-based multiscreening on attitude toward mobile video advertising. The results of an online survey (n=155) indicated that smartphone-based multiscreening was significantly and positively related to consumer attitude toward mobile video advertising and that the effects of multiscreening were partially transmitted via perceived advertising informativeness. Unexpectedly, however, the mediating role of perceived advertising intrusiveness was not supported in this study.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.17-32
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• 2022

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiveness at different levels (low vs. high) of curiosity toward fashion video ads in the online context. For this purpose, a total of 408 responses were collected from consumers who were aged 20-40 years and had viewed fashion video ads via PC/mobile channels in the preceding six months. The results showed that three advertising attributes, namely informativeness, entertainment, and personalization, were significant predictors of engagement. Additionally, engagement had a significant mediating effect on the relationship between entertainment and ad effectiveness. Moreover, both informativeness and entertainment had a significant direct effect on the behavioral intention to search and engage in e-WOM. At the high-curiosity level, engagement had a significant influence on ad attitudes and e-WOM intention. In contrast, at the low-curiosity level, entertainment had a significant influence on e-WOM intention and continuous intention to search. These findings are meaningful in that they extend the advertising attitude model to fashion video ads in the online context.