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@article{ART003014179},
author={김익수 and Hyun, Byung-Hwan},
title={The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation},
journal={Industry Promotion Research},
issn={2466-1139},
year={2023},
volume={8},
number={4},
pages={1-15},
doi={10.21186/IPR.2023.8.4.001}

TY - JOUR
AU - 김익수
AU - Hyun, Byung-Hwan
TI - The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation
JO - Industry Promotion Research
PY - 2023
VL - 8
IS - 4
PB - Industrial Promotion Institute
SP - 1
EP - 15
SN - 2466-1139
AB - This study was conducted from May 10th to 30th, 2023 to confirm the relationship between advertisement irritation, privacy concerns, personalized marketing, and social influence of brand customized advertisements on advertisement avoidance and brand loyalty targeting the MZ generation. The following results were verified using the SPSS 28.0 and Smart PLS 4.0 programs for a valid survey of 400 people targeting the MZ generation nationwide on a daily basis. First, advertisement irritation had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty, and personalized marketing had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty. Second, concerns about personal information had a positive (+) effect on avoidance of advertisements and brand loyalty. Third, social influence had a positive (+) effect on advertisement avoidance and brand loyalty. Fourth, advertisement avoidance played a significant mediating role between advertisement irritation and brand avoidance, but did not play a significant mediating role between personalized marketing and social influence. Based on these results, this study is meaningful in that it can be used as basic data for research on advertising avoidance and brand loyalty and for establishing strategies necessary for brand marketing activities.
KW - Generation MZ;Advertising irritation;Personalized marketing;Privacy concerns;Social influence;Advertising avoidance;Brand loyalty
DO - 10.21186/IPR.2023.8.4.001
ER -

김익수 and Hyun, Byung-Hwan. (2023). The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation. Industry Promotion Research, 8(4), 1-15.

김익수 and Hyun, Byung-Hwan. 2023, "The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation", Industry Promotion Research, vol.8, no.4 pp.1-15. Available from: doi:10.21186/IPR.2023.8.4.001

김익수, Hyun, Byung-Hwan "The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation" Industry Promotion Research 8.4 pp.1-15 (2023) : 1.

김익수, Hyun, Byung-Hwan. The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation. 2023; 8(4), 1-15. Available from: doi:10.21186/IPR.2023.8.4.001

김익수 and Hyun, Byung-Hwan. "The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation" Industry Promotion Research 8, no.4 (2023) : 1-15.doi: 10.21186/IPR.2023.8.4.001

김익수; Hyun, Byung-Hwan. The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation. Industry Promotion Research, 8(4), 1-15. doi: 10.21186/IPR.2023.8.4.001

김익수; Hyun, Byung-Hwan. The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation. Industry Promotion Research. 2023; 8(4) 1-15. doi: 10.21186/IPR.2023.8.4.001

김익수, Hyun, Byung-Hwan. The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation. 2023; 8(4), 1-15. Available from: doi:10.21186/IPR.2023.8.4.001

김익수 and Hyun, Byung-Hwan. "The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation" Industry Promotion Research 8, no.4 (2023) : 1-15.doi: 10.21186/IPR.2023.8.4.001