Online advertising as a new story: effects of user-driven photo advertisement in social media

Authors:
Min Shin;Da Young Ju
Affiliations:
School of Integrated Technology, Yonsei University, South Korea;Yonsei Institute of Convergence Technology, Yonsei University, South Korea
Venue:
DUXU'13 Proceedings of the Second international conference on Design, User Experience, and Usability: web, mobile, and product design - Volume Part IV
Year:
2013

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Abstract

Mobile devices have infiltrated into our lives. The constant connectivity via wireless technology led to a growth of social media. It is different from traditional media in that it provides interactive communication without restriction of time and place. Marketing industry is struggling to increase its presence by advertising in this new media environment. This paper presents a new advertising model based on user-generated content. This model was theoretically approached by the psychological mechanisms. We show its effectiveness using our experiments that measure users' attention levels and advertisement recall rates. The proposed model can be potentially applied to online advertisements in diverse platforms and devices.