A Study on the User Acceptability of Smart Mobile Advertising in South Korea

As a platform of advertising contents, the smart mobile devices accelerate the revolution of advertising market. The smart mobile advertising is expected to bring a new change to the advertising industries in South Korea. With the spread of the mobile devices, the smart phone and Tablet PC assimilate with the web, telephone, and television. Besides, the mobile advertising is integrated with the web-based contents in these smart mobile devices. However, the mobile advertising has failed to perform as sophisticated as the smart devices carried out. In spite of varying attempts on advertising including Location-based services, Augmented Reality and Image Recognition, it results mere attraction on limited users without any remarkable success. In this respect, this study is designed to figure out the current situation and foresee the user acceptability of smart mobile advertising in South Korea. In conclusion, this study demonstrates that the motivation should be increased, and the cost of access should be reduced to increase the user acceptability of smart mobile advertising which is one of the most important tools for integrated marketing communication. Moreover, this study points out that the rapid change of the advertising environment needs the regulations for the protection of private information, establishment of reasonable price systems, enlargement of transmission capacity, providing of enjoyable and useful content, credibility and security for user, etc.