Exploring the Effect of Comprehensibility in K-content Titles on Behavioral Intention: A Need for Cognition Perspective

Chu,Kyounghee(Kyounghee Chu),Kim,Ji Yoon(Ji Yoon Kim) 한국상품학회 2024 商品學硏究 Vol.42 No.1

This study empirically explores the impact of the comprehensibility of K-content titles on consumer evaluation. The specific objective of the research is as follows: to analyze the influence of the comprehensibility level of K-content titles on behavioral intentions (intention to watch). More specifically, this study aims to verify whether the patterns of influence of comprehensibility levels of K-content titles on consumer evaluations differ based on need for cognition(NFC) levels. The experimental results revealed differences in intention to watch K-movies depending on cognitive needs levels. In other words, viewers with lower need for cognition have higher viewing intentions towards movies with titles that are more comprehensible compared to those with less comprehensible titles. On the other hand, viewers with higher need for cognition have higher viewing intentions towards movies with less comprehensible titles compared to those with more comprehensible titles. Prior research has primarily focused on consumer responses to the comprehensibility of key messages or information within the field of communication. In this regard, by applying the concept of comprehensibility to the titles of K-Contents, this research strengthens the theoretical foundation concerning the effectiveness of message delivery and consumer response, while also deepening the understanding of global marketing strategies for K-Contents. In terms of practical implications, it emphasizes to K-Content creators and marketers that the comprehensibility of titles significantly influences consumer interest and viewing intentions. This offers critical guidance in the selection of titles and formulation of marketing strategies for K-Contents. Furthermore, optimizing content titles for a global audience with diverse cognitive needs can contribute to the successful international spread of K-Contents. Therefore, by comprehensively understanding the impact of K-Content titles on consumer evaluations, this study is expected to make significant contributions both academically and practically.

The effect of non-stereotypical gender role advertising on consumer evaluation

Chu, Kyounghee,Lee, Doo-Hee,Kim, Ji Yoon Informa UK (Taylor Francis) 2016 INTERNATIONAL JOURNAL OF ADVERTISING Vol.35 No.1

Not All Communication is Created Equal

Kyounghee Chu,Doo-Hee Lee,Grace Yeunhe Kim,Ji Yoon Kim 한국마케팅학회 2017 마케팅연구 Vol.32 No.2

Social networking service (SNS) has unique characteristics that distinguish it from traditional communication environments. Primarily, SNS enables a fundamentally different ecosystem for communicating marketing activities. Incidentally, the communication paradigm has shifted online today, and a social media marketing strategy allows integrating bi-directional communication into the marketing process. This research attempts to identify an effective communication strategy to facilitate social media marketing using a combination of communication facets such as frequency, direction, formality, and content. In addition, the study demonstrates how perceived communication quality influences consumers’ attitude toward a corporate brand and e-WOM intentions. To achieve these objectives, we conducted two experiments: the first investigates the interactive effect of frequency (frequent vs. infrequent) and direction (uni-directional vs. bi-directional) of communication; the second examines the interactive effect of formality (formal vs. informal) and content (direct vs. indirect) of communication. Experiment 1 shows that in bi-directional communication, the frequency level of communication does not matter in perceptions of communication quality. However, if the direction of communication is uni-directional, frequent communications make consumers experience stronger perceptions of communication quality than infrequent communication. Experiment 2 demonstrates that among the combinations of formality and content of communication, informal and indirect communication is effective in increasing perceptions of communication quality. By integrating the results, the research concludes that bi-directional communication through informal modes, with indirect content is the effective communication strategy for social media marketing. This study extends the scope of social networking service (SNS) research in communication, and opens new research avenues for effective communication strategy on SNS. The study also provides valuable and applicable implications for corporate social media marketing activities.

The Interplay of Information Composition and Product Type on Consumer Engagement Behaviors : An Analysis of Business Facebook Brand Fan Page Posts

Kyounghee Chu,Yiyue Yuan 한국전문경영인학회 2023 專門經營人硏究 Vol.26 No.4

본 연구는 자동차와 화장품 기업의 페이스북 브랜드 팬 페이지로부터 405개 게시물을 수집하여 분석하였다. 화장품과 자동차는 경험재와 탐색재의 대표 제품으로, 경쟁강도가 높은 시장에서 활발하게 SNS 커뮤니케이션 활동을 수행하는 공통점을 가지고 있다. 분석 결과, 텍스트 길이와 제품 유형 간의 주목할 만한 연관성을 발견하였다. 긴 게시물은 특히 경험재의 맥락에서 두드러지며, 텍스트 길이가 소비자 참여 행동(좋아요, 댓글 및 공유)에 미치는 긍정적인 영향이 탐색재보다 경험재에서 두드러졌다. 또한, 탐색재의 게시물에서 이미지 활용이 더 많은 것으로 관찰되었다. 더불어 본 연구에서는 이미지 개수가 소비자 참여 행동에 미치는 영향에 대한 혼재된 결과를 발견하였다. 구체적으로, ‘좋아요’에 대해서는 이미지 개수의 긍정적인 영향이 탐색재에서 두드러진 반면에, ‘댓글 과 공유’에 대해서는 이미지 개수의 긍정적인 영향이 경험재에서 두드러지는 것으로 나타 났다. 본 연구 결과는 SNS 상에서의 소비자 참여 행동을 다양하게 해석함으로써 학문적으 로 의미가 있으며, 소셜 미디어 마케팅 전략을 최적화하려는 기업에게는 실무적 시사점을 제공할 것이다. The research analyzed a dataset comprising 405 posts from automotive and cosmetics products. The choice of them not only highlights their distinct product types (experience and search goods) but also underscores their shared characteristics, such as operating in highly competitive markets and actively engaging in SNS. The findings highlight the associations between text length and product type. Longer posts were particularly prominent in case of experience goods, and the positive impact of text length on post performance metrics(Likes, Comments, and Shares) was more pronounced for experience goods than search goods. Furthermore, a higher prevalence of images in posts is observed for search goods. However, the study uncovers mixed insights regarding the impact of image quantity on post performance metrics. Specifically, it reveals that for Likes, the positive impact of image quantity is more pronounced for search goods. Conversely, for Comments and Shares, the positive impact of image quantity is more pronounced for experience goods. These findings hold academic significance in elucidating the dynamics of online consumer engagement and offer practical insights for businesses.

A STUDY ON THE EFFECT OF CROSS-SEXUAL ADVERTISING ON CONSUMER EVALUATION

Kyounghee Chu,Ji Yoon Kim 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

The cross-sexual movement in ads implies that a gender role stereotype that was not easily changed in society has been steadily changed lately. In general, changes happen after a phenomenon. If the cross-sexual trend in ads brings about changes in the society of eastern culture where a gender role stereotype is relatively stronger than western culture, the social impact of cross-sexual advertising will be quite influential. From such perspective, this study attempted to empirically validate the effect of cross-sexual advertising which many companies are now utilizing increasingly. Specifically, this study was intended to identify the boundary conditions for the effect of cross-sexual advertising. This study validated the moderating effect of consumers' self-construal and need-for-uniqueness on the relationship between the ad type and the consumer evaluation. Furthermore, it clarified what the underlying cognitive mechanism was for the effect of cross-sexual ads.

HOW TO IMPROVE COMMUNICATION QUALITY IN SNS

Kyounghee Chu,Doo-Hee Lee,Grace Yeunhe Kim,Ji Yoon Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

The Social Network System (SNS) has possesses unique characteristic which distinguish it in important ways from traditional communications environment because the social network system allows a fundamentally different environment for communication marketing activities. The traditional marketing communications model was uni-directional, due to the fact that mass communication is a one-to-many process whereby a company transmits content through a medium to a large group of people. Today, communication paradigm has shifted online and is many to many, known as a bi-directional strategy. Bi-directional strategy mediates communications model in which 1) consumers can interact with the medium and with each other, 2) companies can provide content to the medium and interact with each other, 3) companies and consumers can interact, and in the most radical departure from traditional marketing environments to determine how brand relationship is affected. In this paper, we use the social network system as a new marketing communication medium. We use the key Mohr & Nevin’s communication strategies: frequency, direction, content, and modality to measure communication quality, and then implement communication quality by using the attitude and e-WOM intentions. Rich understanding of SNS communication quality can help focus the managerial efforts on vital communication factors, which stimulate positive assessments of communication behaviors. Furthermore, practitioners may better understand which dimensions of communication facets/aspects are more appropriate

How much change is optimal when a brand is newly rebranded?

Chu, Kyounghee,Lee, Doo-Hee,Yeu, Minsun,Park, Sangtae Korean Marketing Association 2014 ASIA MARKETING JOURNAL Vol.15 No.4

There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called "brand name incongruity") on the new brand name attitude differs depending on a consumer's individual characteristics (need for cognition). The experiment demonstrates that consumers with a high need for cognition show a better attitude towards a new brand name when the brand name was rebranded moderately incongruent compared to congruent or extremely incongruent. Thus, the experiment demonstrates that there is an inversed U-shape relationship between brand name incongruity and new brand name evaluation for consumers with a high need for cognition. On the contrary, consumers with a low need for cognition show a better attitude towards a new brand name when the brand name is rebranded congruently compared to incongruent conditions (moderate incongruity and extreme incongruity). This result indicates that there is a negative linear relationship between brand name incongruity and new brand name evaluation. Key theoretical and managerial implications of the present study are as follows. This study integrates two alternative views of research on incongruity evaluation into one framework by demonstrating that need for cognition moderates the relationship between brand name incongruity and consumer evaluation. This present study provides a conceptual basis for understanding consumer evaluation towards a new brand name. Next, though rebranding is a very important decision making of brand management, there is no guideline on how to change a brand name. The findings of this research can suggest which degree of change is optimal when rebranding in order to utilize and strengthen existing brand equity. More specifically, when our target customer has high need for cognition, moderately incongruent rebranding can be optimal, whereas for those with low need for cognition, rebranding in accordance with existing brand name will be optimal.

A STUDY ON THE EFFECT OF VERBAL BRAND PERSONIFICATION ON CONSUMER EVALUATION IN ADVERTISING: FOCUSED ON THE INTERNAL AND EXTERNAL PERSONIFICATION

Kyounghee Chu,Doo-Hee Lee,Ji Yoon Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Given the pervasive use of brand personification by marketers, it is surprising that there has been extremely limited research directly examining the effects of brand personification. In this article, we attempt to fill this gap in part by exploring how personified brand, in contrast to an objectified brand, might affect consumers’ response. Also, previous research have studied mainly on the visual or combined (visual-verbal) brand personification without differentiating the two types of brand personification. Therefore, this study tries to focus on the verbal brand personification which has not been studied extensively. And there are two types of verbal brand personification: external and internal image. So this study validates the effect of internal (kind) or external (looking good) verbal brand personification separately in the series of two experiments. Study 1 tests the effect of internal verbal brand personification on the consumer evaluation using product brand. Specifically, we test the moderating effect of brand knowledge between verbal brand personification and consumer evaluation and explore the underlying mechanisms (brand intimacy, psychological discomfort) about how the interaction effect of personification level and brand knowledge occurs. Study 2 tests the effect of external verbal brand personification on the consumer evaluation using service brand. Specifically, we test the effect of need-for-cognition on attitude towards personified brand ad and additionally explore the underlying mechanisms (perceived novelty, cognitive resistance) about how need-for-cognition influences. This research could provide useful guidelines for the marketers to utilize personification method when planning the head copy or slogan for advertisement. Therefore, marketers are better able to make an effective brand personification strategy through understanding the boundary conditions and mechanisms about the impact of brand personification based on the findings of this study.

A STUDY ON THE EFFECT OF CROSS-SEXUAL ADVERTISING ON CONSUMER EVALUATION

Kyounghee Chu,Ji Yoon Kim 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

The cross-sexual movement in ads implies that a gender role stereotype that was not easily changed in society has been steadily changed lately. In general, changes happen after a phenomenon. If the cross-sexual trend in ads brings about changes in the society of eastern culture where a gender role stereotype is relatively stronger than western culture, the social impact of cross-sexual advertising will be quite influential. From such perspective, this study attempted to empirically validate the effect of cross-sexual advertising which many companies are now utilizing increasingly. Specifically, this study was intended to identify the boundary conditions for the effect of cross-sexual advertising. This study validated the moderating effect of consumers' self-construal and need-for-uniqueness on the relationship between the ad type and the consumer evaluation. Furthermore, it clarified what the underlying cognitive mechanism was for the effect of cross-sexual ads.

크로스모델 광고에 대한 소비자 평가

주경희(Chu, Kyounghee) 한국상품학회 2015 商品學硏究 Vol.33 No.4

본 연구는 최근 들어 기업이 많이 활용하고 있는 크로스모델 광고의 효과를 검증하고자 하였다. 즉, 본 연구에서는 소비자의 개인 특성 변수인 조절초점을 제안하여, 이러한 개인 특성이 크로스모델 광고에 대한 평가(광고태도, 구매의도)를 조절함을 확인하였다. 기존의 크로스모델 광고에 대한 연구는 그 중요성에도 불구하고 개념 정의나 사례 소개 등에 국한되어 연구되어져 왔다. 특히 조절초점은 소비자의 여러 행동영역을 설명할 수있는 중요한 심리적 요인이지만 조절초점의 두 동기에 따른 크로스모델 광고제품에 대한 구매의도의 패턴 차이는 충분히 입증되지 못하였다. 따라서 본 연구는 기존에 크로스모델 광고에 대한 기존 연구들의 한계점을 보완하여, 크로스모델 광고 행동의 주요 변수로서 조절초점성향에서 기인한 정보처리 행동의 차이를 검증하였다. 구체적으로, 향상초점 소비자는 일반광고보다 크로스모델 광고에 대하여 더 호의적인 평가를 했으며, 예방초점 소비자는 크로스모델 광고보다 일반 광고에 대하여 더 호의적인 평가를 했다. 본 연구는 소비자의 조절초점이 크로스모델 광고에 대한 소비자 평가에 차별적 영향을 미칠 수 있다는 것을 보임으로써, 크로스모델 광고 연구와 관련된 다양한 연구를 촉진시키는 계기를 마련하였다는 점에서 학문적 의의를 지닌다. 또한 마케팅 실무자에게 크로스모델 광고기획 시 어떠한 소비자를 타깃으로 해야 더욱 효과적일 수 있을 것인가에 대한 실무적 가이드라인을 제공하였다는데 연구의 실무적 의의가 있다. The incongruence between a advertisingmodel’s gender and a product’s gender image in advertising has been increasing over time. Despite this cross-model phenomenon in practice, academic research on cross-model advertising is still very limited. Moreover, prior research shows mixed results concerning the effect of cross-model advertising. Therefore, this study attempts to empirically examine how a consumer's regulatory focus (prevention/promotion focus) moderates the effect of cross-model advertising on consumer evaluation. The results indicate that the promotion-focused consumers evaluate a cross-model advertisement more positively than a general advertisement. The prevention-focused consumers, on the other hand, evaluate a general advertisement more positively than a cross-model advertisement. This study has its theoretical contributions in that it tries to clearly conceptualize the cross-model advertising and extends research on the cross-model advertising. From a managerial perspective, the current research provides useful guidelines for marketers to be responsible for designing the cross-model advertisements.