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Dr. Taemin Kim
Incheon National University

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0 Advertising
0 Branding
0 CSR
0 Social Media
0 Stereotype

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Short Biography

Incheon National University Department of Mass Communication 119, Academy-ro, Yeonsu-gu, Incheon, Republic of Korea

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Journal article
Published: 15 June 2021 in Sustainability
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Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how to do so effectively. The role of cause proximity has been examined as an important factor that determines the effectiveness of CRM messages. Limited research, however, has considered moderating variables in the context of cause proximity. This study aimed to investigate the effect of the interplay between cause proximity and message strategy on attitudes toward the ad and ad believability. Based on an experimental design, this study applies construal level theory to demonstrate the effect of a construal fit between the spatial distance of the cause and how the message is presented on consumer attitudes toward ads and ad believability. Results show that the effects of message strategy mattered only for the global CRM cause. Furthermore, the findings show a mediating role of ad believability between cause proximity and message strategy on attitude toward the ad. This study provides empirical evidence for the advantage of using abstract messages in maximizing consumer reactions such as attitudes and believability when addressing global causes in CRM ad campaigns. Specifically, it offers insights on the impact of a matched condition between the spatial distance of the cause and language abstractness in CRM advertising.

ACS Style

Taemin Kim; Jeesun Kim. How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes. Sustainability 2021, 13, 6775 .

AMA Style

Taemin Kim, Jeesun Kim. How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes. Sustainability. 2021; 13 (12):6775.

Chicago/Turabian Style

Taemin Kim; Jeesun Kim. 2021. "How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes." Sustainability 13, no. 12: 6775.

Journal article
Published: 29 July 2019 in Journal of Advertising Research
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ACS Style

Taemin Kim; Hyejin Kim; Yunhwan Kim. How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior? Journal of Advertising Research 2019, 59, 402 -413.

AMA Style

Taemin Kim, Hyejin Kim, Yunhwan Kim. How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior? Journal of Advertising Research. 2019; 59 (4):402-413.

Chicago/Turabian Style

Taemin Kim; Hyejin Kim; Yunhwan Kim. 2019. "How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior?" Journal of Advertising Research 59, no. 4: 402-413.

Journal article
Published: 01 May 2016 in Cyberpsychology, Behavior, and Social Networking
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This study investigated the roles of self- and social motivation in interacting with a brand on Facebook. An online survey was conducted using 11 familiar global brands randomly selected from Interbrand's 100 Best Global Brands. The result demonstrated that congruence between actual/ideal self and personality of a brand (i.e., self-motivation) positively influenced users' interaction with a brand on Facebook. In this relationship, self-expressive motivation and brand engagement emerged as moderators. Additionally, social identity as a social motivation positively affected users' interaction with a brand. Although not all components of social motivation influenced users' interaction with a brand, this study showed that two exclusive motivations, self and social, positively influenced users' interaction with a brand on Facebook. Managerial and practical implications were also proposed for marketing a brand on Facebook.

ACS Style

Taemin Kim; Okhyun Kim. Self- and Social Motivation to Interact with a Brand on Facebook: The Moderating Roles of Self-Expression and Brand Engagement in a Student Sample. Cyberpsychology, Behavior, and Social Networking 2016, 19, 328 -334.

AMA Style

Taemin Kim, Okhyun Kim. Self- and Social Motivation to Interact with a Brand on Facebook: The Moderating Roles of Self-Expression and Brand Engagement in a Student Sample. Cyberpsychology, Behavior, and Social Networking. 2016; 19 (5):328-334.

Chicago/Turabian Style

Taemin Kim; Okhyun Kim. 2016. "Self- and Social Motivation to Interact with a Brand on Facebook: The Moderating Roles of Self-Expression and Brand Engagement in a Student Sample." Cyberpsychology, Behavior, and Social Networking 19, no. 5: 328-334.

Original articles
Published: 14 December 2015 in Journal of Marketing Communications
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The use of an ironic message in advertising has increased, but little empirical research has been conducted to identify the effects of ironic advertising on consumers. This study demonstrated that ironic advertising can lead to consumers’ higher attention to the ad and greater involvement in the ad message compared to non-ironic advertising, applying schema incongruity theory. This study also examines whether ironic advertising influences consumers’ attitudes toward the ad and the brand. Lastly, this study identified a moderating role of need for cognition on ad attention.

ACS Style

Taemin Kim; Okhyun Kim. Effects of ironic advertising on consumers’ attention, involvement and attitude. Journal of Marketing Communications 2015, 24, 53 -67.

AMA Style

Taemin Kim, Okhyun Kim. Effects of ironic advertising on consumers’ attention, involvement and attitude. Journal of Marketing Communications. 2015; 24 (1):53-67.

Chicago/Turabian Style

Taemin Kim; Okhyun Kim. 2015. "Effects of ironic advertising on consumers’ attention, involvement and attitude." Journal of Marketing Communications 24, no. 1: 53-67.