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The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.

This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling.

The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch.

These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

The aim of this paper is to explore the changes in the ICT and global value chains (GVCs) after the COVID-19 pandemic.

This study compared the difference between Korea’ domestic ICT industries, ICT imports and ICT exports before and after the COVID-19 outbreak by using trade data of ICT products and national economic indicators, and presents growth strategy for the ICT industry in the post-COVID 19 era. For this purpose, this study determined the causalities between Korea's imports/exports of ICT products and composite Indexes before and after COVID-19, and derived implications in the ICT industry environment after the COVID-19 pandemic.

Analysis results showed the following changes in Korea's ICT industry in the post-COVID-19 world. (1) Non-face-to-face and contact-free technologies related sectors in the ICT industry, such as the semiconductor sector, have grown exponentially; (2) as the USA has grown as the new key player, the causal relationship with China, a key player of the GVC in the pre-COVID-19 era, disappeared; and (3) the GVC of the ICT industry is not a rigid one-way vertical structure, but is changing to a flexible structure influenced by cooperation and competition between countries.

The results indicate that it is essential to constantly develop new ICT sectors that make use of non-face-to-face and contact-free technologies in the post-COVID-19 era, and the main strategies in response to the changed GVC would be taking the initiative by securing source technologies and expanding through cooperation with other GVCs and resource sharing.

The purpose of this paper is to investigate how ICT service providers’ strategies affect customer migration.

Using a simulation approach and the agent-based model, this research explores how an incremental technology affects customer migration and changes the market structure.

The authors found that a strategy of disruptive technology innovation not only helps a follower company increase its market share, but it also completely disrupts the market.

This study investigates customer migration patterns in the saturated mobile telecommunication market based on service providers’ strategies.

The purpose of this paper is to identify how adoption drivers change before and after key milestones of ICT product adoption (i.e. critical mass point (CMP) (adoption rate 16 percent), market saturation point (MSP) (50 percent) and new generation release point (NGRP)) based on actual subscriber data of the mobile communications industry that represents the ICT market, so that it has implications for the rejuvenation of ICT product adoption that has rarely been addressed in earlier studies.

This study examined the overall characteristics of ICT product diffusion by tracking the actual patterns of US and Korean mobile market subscribers using the Bass diffusion model.

This study found that innovation effects gain influences on ICT product diffusion after CMP, MSP and NGRP; imitators are becoming innovators by repeated rejuvenation experiences; and cultural differences have significant influences on imitators’ ICT product adoption, but not on innovators.

These findings imply that rejuvenation enabled by technology innovation is a key success strategy to dominate the ICT market where the number of innovators, who have strong desires for new generation products, is constantly growing.

The purpose of this paper is to identify the structure of strategic investments and the effect of each investment category on business performance in two leading information and communication technology (ICT) countries, the USA and South Korea.

This is a longitudinal comparative study of the relationship between strategic investments and organizational performance of major telecommunication service providers (TSPs) in the two leading ICT countries, the USA and South Korea.

The study found that a sufficient amount of strategic investments in technological innovations is the driving force for TSPs’ business performance. However, strategic investment structures differ among TSPs, depending on their market position, whether the first mover in the market or a follower, and on their country’s market characteristics. Moreover, even though both countries’ TSP markets are oligopolistic in nature, the market is more saturated in Korea and thus competition appears to be fiercer there than in the USA. The stronger oligopolistic market in Korea has lead TSPs to compete primarily on their marketing strategies, while TSPs in the USA do so based on technological innovation.

The findings of the study shed new insights that can help both TSPs in developing their competitive strategies and government policy makers in assuring healthy competitive telecommunication markets in their countries.