The shift toward fragmented and ubiquitous use of multimedia poses several challenges to our understanding and assessment of multimedia exposure and its effects. This article focuses on multimedia ...advertising exposure and its impact on consumer behavior. It presents the development of Multimedia Ad Exposure Scale (MMAES) – an instrument designed to measure short-term effects of online multimedia ad exposure in terms of engagement, psychological reactance, awareness and attitude, and purchase intention. The main research challenge has been to identify core dimensions that can reliably measure such exposure, particularly in the context of ad-supported video streaming. The development of MMAES is presented through its conceptualization, operationalization, and an observational study conducted via crowdsourcing. The target group is young adults (ages 18-24, N = 360), digital natives who engage with ad-supported video streaming more than any other user group. Exploratory factor analysis revealed a well-defined four-factor structure of MMAES. The results of the validity and reliability measures show good content and construct validity as well as good overall reliability and very good internal consistency of MMAES. Overall, the results show that MMAES is a reliable instrument for measuring the short-term effects of multimedia ad exposure and its weak ground truth.
본 연구는 스포츠이벤트와 기업 간의 유사성 유형(기능적 유사성, 이미지 유사성)과 광고노출빈도(1회, 3회, 5회)에 따라 광고에 노출된 소비자들의 광고태도의 차이를 분석하고 광고효과인 브랜드 태도, 지식습득효과(wear-in effect), 지식소멸효과(wear-out effect)에 대한 차이를 규명하는데 그 목적이 있다. 본 연구는 편의표본추출법을 ...사용하여 서울 및 경기도에 거주하는 대학생 150명을 모집해 광고노출빈도에 따라 분할 설계된 3집단에 무선 배치(random assignment)해 자료를 수집하였다. 자료의 분석은 SPSS 18.0 Version for Window와 AMOS 20.0을 이용해, 빈도분석, 신뢰도분석, 상관관계분석, 확인적 요인분석, 일원배치분산분석, 잠재평균분석을 실시하였다. 이에 도출된 연구 결과는 다음과 같다. 첫째, 스포츠이벤트와 기업 간의 기능적 유사성이 높은 조합은 광고노출빈도에 따른 광고태도의 차이가 유의미하게 나타났으며 광고노출빈도에 따라 역 U자형의 변화패턴을 보였다. 반대로, 스포츠이벤트와 기업 간의 기능적 유사성이 낮은 조합은 광고노출빈도에 따른 광고태도의 차이가 유의미하지 않은 것으로 나타났으며, 광고노출빈도가 증가함에 따라 감소하는 변화 패턴을 보이는 것으로 나타났다. 둘째, 이미지유사성이 높은 조합은 광고노출빈도에 따른 광고태도의 차이가 유의미한 것으로 나타났으며, 광고노출빈도에 따라 광고태도가 증가하는 것으로 나타났다. 반대로, 이미지유사성이 낮은 조합은 광고노출빈도에 따른 광고태도가 유의미한 것으로 나타났고 다소 약한 역 U자형의 변화 패턴을 보이는 것으로 나타났다. 셋째, 잠재평균분석결과 스포츠이벤트와 기업 간의 유사성이 높은 광고를 접한 집단이 유사성이 낮은 광고를 접한 집단보다 광고태도, 브랜드태도, 지식습득효과가 유의미하게 높은 것으로 나타났다.
The purpose of this study was to examine the effects of congruence type between sporting event and corporate sponsor as well as the effects of advertisement exposure frequencies (1, 3 or 5 times) on advertisement attitude and advertisement effectiveness, including brand attitude and advertisement wear-in and wear-out effects. Data (N=150) were collected using a convenience sampling method and 3-group random assignment. The collected data were analyzed by means of frequency analysis, reliability analysis based on factor rho coefficient, correlation analysis, one-way ANOVA, confirmatory factor analysis, and latent mean analysis. The results were as follows; firstly, in case of higher functional congruence condition, advertisement attitude was most positive in a 3-time exposure situation and it decreased as advertisement exposure frequency further increased. However, in the lower functional congruence situation, advertisement attitude was continuously decreased as advertisement exposure frequencies increased. Secondly, in the higher image similarity situation, advertisement attitude was increased as advertisement exposure frequencies increased. On the other hand, in the lower image congruence situation, advertisement attitude was decreased as advertisement exposure frequencies increased. Lastly, advertisement attitude, brand attitude, and wear-in effects were statistically higher in the high functional and image congruence situations than did in the low functional and image congruence situations.
