모바일 패션 SMS 광고 마케팅의 광고효과에 관한 연구

Advertising Effect of Mobile SMS Marketing on Fashion Advertising

The purpose of this study was to examine the advertising effects of mobile SMS marketing on fashion advertising. Three hundred seventy eight female college students in Seoul and its suburb participated in this study. For the experimental study, two stimuli (Image type vs Text type) which present mobile fashion advertising were manipulated through two pre-tests. The results were as follows. First, factor analysis for advertising attitudes revealed that three factors (emotional, cognitive, delivery) with eigen values equal to or greater than 1.0 were generated, and accounted for 61.3% of the variance. Second, there were significantly differences by advertising types in advertising attitudes and purchase intention between image type and text type. That is, image advertising type had higher scores on advertising attitudes and purchase intention than Text advertising type. Second, there were significant interaction between appeal type and brand type on Ad attitudes. Based on these results, fashion mobile advertising marketing strategies would be suggested for more successful fashion brands.