A Study on Advertising Effectiveness of Emerging Mobile Messaging Formats : Focusing on Differences in Consumer Perceptions of SMS Advertising and Kakao Brand Messages

Gwanggohak yeon-gu/Gwang'gohag yeon'gu 2026

View at publisher

Authors: 홍익대학교 광고홍보학부 교수, Nam-Hyun Um, Seung‐Chul Yoo, Ji-Won Lee, Seung-Jin Lee

DOI: 10.14377/kja.2026.2.28.175

Cited by: 0

Fields of Study & Subjects

Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence