Yongick Jeong

Impacts of Website Context Relevance on Banner Advertisement Effectiveness

This study examines how the Internet context (website) within which advertisements (banners) are embedded influences ad effectiveness. Respondents evaluated banners after they reviewed a website in which a contextually relevant banner and a contextually irrelevant banner were placed. Results suggest that (1) a contextually relevant banner induced more favorable evaluation and a greater purchase intention toward advertised products than a contextually irrelevant counterpart, and (2) neither a contextually relevant banner nor a contextually irrelevant banner was recalled with better accuracy than the other banner. These findings provide implications for future consumer research and website promotion.

What Are You Worrying About on Facebook and Twitter? An Empirical Investigation of Young Social Network Site Users’ Privacy Perceptions and Behaviors

This study examines privacy protection and behavior on two different types of social network sites (SNSs), Facebook (a traditional SNS) and Twitter (a microblogging SNS). This study examines the relationships between privacy concerns and uses of SNSs as well as between privacy concerns and uses of privacy protection on SNSs. The findings indicate that young users are more concerned about the information they provide to Facebook than Twitter. Users worry more about information on those sites being accessed by parents, teachers, or other people with authority roles than by those they know less about, such as marketers, advertisers, and those in distant relations. This study discusses implications for advertising on social media and policymaking.

Competing for consumer memory in television advertising: An empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts

The purpose of this study is to examine how brand recall and recognition are affected by non-editorial clutter in mega-event broadcasting. Using longitudinal data collected during four years of Super Bowl broadcasts, this study investigates the effects of three different types of television clutter (other ads, on-air promos and TV billboards) and their composite effects on brand memory. The results show that increases in numbers and lengths of other ads and on-air promos negatively affect brand recall and recognition. However, such effect was not found with TV billboards. Theoretical and marketing implications are discussed.

How Much Is Too Much?: The Collective Impact of Repetition and Position In Multi-Segment Sports Broadcast

ABSTRACT This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl. The findings indicate that brands advertised more in the first half and brands that appeared in both halves but shown more in one half than the other were better recognized than those equally promoted in both halves. Meanwhile, advertisements presented in both halves but repeated more in the second half were less favored than those evenly shown in both halves. The results support theories of repetition and primacy effects.

Privacy concerns on social networking sites

This study examines the impact of the types of posting, information types, and privacy concerns toward audience types across two types of social networking sites (SNSs), Facebook and Twitter. The findings indicate that on Facebook, young SNS users are more concerned about other users posting on their own timeline than other types of posting. On Twitter, young SNS users are more concerned about their own tweets than other users retweeting their tweets. The study also found that different content within different posting types has varying influence on privacy concerns constructed by the user based on three audience types (marketer, authoritative, distant relations). Implications for policy-making and suggestions for future research are discussed. On Facebook, users are most concerned about others posting on their timeline.On Twitter, users are most concerned about their own tweets.Overall, privacy concern is raised when location information is viewed by marketers.Action information on SNSs increased privacy concerns for authoritative figures.

Reading the world’s mind: Political, socioeconomic and cultural approaches to understanding worldwide Internet search queries:

Through content analysis of Google Zeitgeist’s monthly top 10 lists from countries around the world, this study investigated global Internet search patterns that, in effect, let the public speak for itself rather than answer questions about interests and agendas in a solicited manner. These lists were examined within the context of political differences (free, partially free and not free, determined by the Freedom House Country Ratings), socioeconomic differences (high SES, medium SES and low SES, determined by GDP per capita) and cultural differences (masculine, mixed and feminine, based on Hofstede’s cultural gender index). Statistical differences emerged in the SES and culture categories, while the political category did not yield sufficient data for formal analysis. This new, naturalistic approach to understanding the public stands to increase in relevance and precision as the number of global Internet users and concomitant availability of user data continue to grow.

The impact of the length of preceding and succeeding ads on television advertising effectiveness

This study investigates the impact of the length of immediately surrounding commercials on the effectiveness of a given ad with the consideration of sequential order relations between two consecutive ads. The results show that the effect of proactive inhibition, the effect of an immediately preceding commercial, is fundamentally different from that of retroaction inhibition, the effect of an immediately succeeding ad. This study also found that proactive interference is stronger than retraction interference on the effectiveness of television advertising. Practical implications and suggestions for future research are also discussed.

The Impact of Commercial Break Position on Advertising Effectiveness in Different Mood Conditions

This study investigated the composite impact of commercial break position and program-generated mood on television advertising effectiveness. A two-way mixed-repeated experiment was conducted with three commercials breaks and two mood conditions (positive and negative). The results indicated that commercial break position effects are more salient in affecting ad performance than mood effects generated by program context. The overall findings suggested that ads placed in the first breaks are more effective than those placed in the later breaks. Interaction effects between break position and context-induced moods were also examined.