• Korean journal of communication and information
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• v.56
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• pp.237-256
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• 2011

The goal of this study is to examine consumers' cognition for the corporate social responsibility(CSR) and opinion to practical use of CSR on advertising (ex. corporate PR) in situation that CSR is treated with long-term and continuous activity in strategic marketing. The results of survey in this study are, first, the best effective method of CSR to introduce is TV or radio program placed first, internet came second, and followed by advertising. But the cognition process of CSR is internet palaced first in frequency. Thus it is very important to use of new media as a internet with regard to CSR. Second, respondents have thought positively about CSR and to practical use of CSR on advertising. But respondents answered that CSR is not enough though it's importance. Therefore marketers of companies is needed to transfer direction of CSR accord with consumers' liking and taste. Third, consumers have recognized that CSR in connection with characteristics core business of the companies. It is, image of company is not detached with CSR, more effective that CSR reflected characteristics of the company. Fourth, consumers have thought to active for CSR that the companies they like. Finally, these results are showed that is important brand management and corporate image management in strategic and macroscopic level include CSR.

• Journal of Digital Convergence
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• v.13 no.12
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• pp.135-142
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• 2015

Appearance and rapid growth of the social network services (SNS) have led to changes in the distribution structure of information. Consumers can obtain various information quickly via the social network services and companies make use of a new advertising channel in them. In order to increase the effect of publicity activities through the social network services, development and application of public relations strategy by evaluating and analyzing the results of the activities is required. In this paper, a method for developing a low cost system to evaluate and analyze the results of public relations through the social networks is proposed. The proposed method was verified through building and running a demo system to collect and analyze data in the Facebook fan pages using MySQL database and PHP script on a Linux server.

• Journal of Digital Convergence
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• v.13 no.4
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• pp.89-100
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• 2015

This study focused on analyzing the effects of characteristics of marketing mix on brand image, perception, switching barrier and loyalty of authorized dealers in the Korean CCTV converging channels. This study formulated a structural equational model, in which characteristics of marketing mix was adapted as an exogenous variable and in which brand image, perception of authorized dealer, switching barrier were included as mediator variables, having influences to the endogenous variable such as loyalty of authorized dealers. In this study, 8 hypotheses were formulated, on which this research models were based, in order to test the significance of mediator effects, suggested in the previous articles, that having high significance. This study collected the effective questionnaires of 191 respondents who were the authorized dealers in nationwide and then analyzed with AMOS20 and SPSS20 to test the hypotheses. This study concluded as follows: Product and price in marketing mix had a significant effect on the brand image but only advertising had some effects on the perception of providing parties.

• Cartoon and Animation Studies
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• s.38
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• pp.29-51
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• 2015

With the progress in high speed internet networks, mobile devices and social networking, the eco-system of the media has shifted from that where the flow of content was one-way from the producer to the consumer. A so-called 'prosumer' culture has taken root where the consumer himself produces media content. Along with these trends, various video-sharing platforms such as youtube has a method of allocating advertisement profit to the content producer, offering a win-win platform for content pro-sumers. This allows the channels to attract several tens of millions of subscribers and raise an annual income of over 10 billion Won, marking a revolutionary change in the content industry. This paper seeks to analyze video distribution channels and short-form media content that are showing continuous growth to identify new markets where animated content can make progress in an era of online video media platforms, as well as provide a future direction for small teams of creators of animated films to survive and thrive in this environment.

• Management & Information Systems Review
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• v.31 no.4
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• pp.217-236
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• 2012

This study attempts to suggest a model on the factors of the experiential intent. We propose a model that includes (1) the entertainment, aesthetic, empathy, information as exogenous constructs, (2) utilitarian value and hedonic value, as mediating constructs (3) experiential intent, as endogenous construct. To test the model, we analyze the data using the LISREL structural modeling. The results of our analyses suggest, as expected, that program traits -entertainment, aesthetic, empathy, information- influence utilitarian value and hedonic value, in turn, utilitarian value and hedonic value influence the experiential intent. We conclude with a discussion of managerial implications, including the potential to advance understanding the factors of experiential intent on broadcast program.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.127-137
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• 2021

YouTube beauty content channels that utilize various topics and formats are undergoing quantitative and qualitative expansion. This study selected the top five channels represeting major domestic and foreign beauty brands, fashion magazines and beauty influencers through Statista and conducted a case study focusing on them. It will connect to a strategy for increasing beauty-related content by comparing content characteristics according to content producers. Also, it will help to reveal what types of content will be appealing more attractive to consumer. The result has shown that the growth of YouTube platforms has transformed passive consumers into new communicators by diversifying sources of product information. In addition, as content of different type was consumed by different producers, producer-oriented content was produced rather than objective journalistic gaze. Therefore, it was found that the delivery of 'brand values' that can strengthen the relationship between consumers and brands along with various entertainment elements that are effective for millennial in the future.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2008.11a
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• pp.41-44
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• 2008

디지털 컨버전스와 유비쿼터스 시대의 시작은 디지털 미디어 기술의 발전과 방송 통신 사업의 컨버전스를 가속화 시켰으며, 그 결과로DMB, WCDMA, Wibro, IP-TV, HSDPA 등의 새로운 형태의 차세대 제품과 서비스들이 뉴미디어 매체의 핵심으로 등장하고 있다. 국내에서 방송 통신의 컨버전스의 빠른 진행은 세계 최초로 디지털 멀티미디어 방송(DMB) 서비스 시작을 가능하게 하였다. DMB 서비스는 멀티미디어 서비스가 핵심이다. DMB 데이터 서비스인 Broadcasting Website Service(BWS)는 현재 지상파 DMB방송 사업자인 KBS, MBC, SBS, YTNDMB가 본방송 준비 막바지 단계이며, 삼성전자와 LG전자를 비롯한 단말기 개발사들도 데이터 서비스를 위한 제품 출시에 서두르고 있는 등 DMB 산업의 활성화의 주역이 될 것으로 예상된다. DMB의 데이터 서비스는 뉴스, 날씨, 프로그램 정보 등의 단순 정보보기 수준에 그치지 않고, 리턴 채널을 이용한 양방향 서비스와, SMS, 전화걸기 등 휴대전화 단말의 고유기능과의 연계를 통한 다양한 서비스도 선보일 것이다. 더 나아가 향후 T-Commerce와 개인 광고 등 새로운 비즈니스 모델과 사업영역으로 확산시켜 나갈 수 있을 것이다. 그러나, 아직까지 DMB와 데이터 서비스는 초기단계로서, 표준 기술의 규격 작업, 이론적 논의들, 관련 사업자들의 비즈니스 준비 등에서 검토되어, 실제 사용자들을 대상으로한 연구 분석이 이루어 지지 않았다는 연구의 한계를 가지고 있다. 본격적으로 방송, 통신 컨버전스 데이터 서비스가 시작되면서, 사용자들에 초점을 맞춘 많은 연구가 이루어지길 바라며, 이러한 연구의 분석을 통해 또 다른 새로운 서비스와 비즈니스 기회의 창출을 기대해 본다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2011.07a
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• pp.496-504
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• 2011

디지털 컨버전스와 유비쿼터스 시대의 시작은 디지털 미디어 기술의 발전과 방송 통신 사업의 컨버전스를 가속화 시켰으며, 그 결과로DMB, WCDMA, Wibro, IP-TV, HSDPA 등의 새로운 형태의 차세대 제품과 서비스들이 뉴미디어 매체의 핵심으로 등장하고 있다. 국내에서 방송 통신의 컨버전스의 빠른 진행은 세계 최초로 디지털 멀티미디어 방송(DMB) 서비스 시작을 가능하게 하였다. DMB 서비스는 멀티미디어 서비스가 핵심이다. DMB 데이터 서비스인 Broadcasting Website Service(BWS)는 현재 지상파 DMB방송 사업자인 KBS, MBC, SBS, YTNDMB가 본방송 준비 막바지 단계이며, 삼성전자와 LG전자를 비롯한 단말기 개발사들도 데이터 서비스를 위한 제품 출시에 서두르고 있는 등 DMB 산업의 활성화의 주역이 될 것으로 예상된다. DMB의 데이터 서비스는 뉴스, 날씨, 프로그램 정보 등의 단순 정보보기 수준에 그치지 않고, 리턴 채널을 이용한 양방향 서비스와, SMS, 전화걸기 등 휴대전화 단말의 고유기능과의 연계를 통한 다양한 서비스도 선보일 것이다. 더 나아가 향후 T-Commerce와 개인 광고 등 새로운 비즈니스 모델과 사업영역으로 확산시켜 나갈 수 있을 것이다. 그러나, 아직까지 DMB와 데이터 서비스는 초기단계로서, 표준 기술의 규격 작업, 이론적 논의들, 관련 사업자들의 비즈니스 준비 등에서 검토되어, 실제 사용자들을 대상으로한 연구 분석이 이루어 지지 않았다는 연구의 한계를 가지고 있다. 본격적으로 방송, 통신 컨버전스 데이터 서비스가 시작되면서, 사용자들에 초점을 맞춘 많은 연구가 이루어지길 바라며, 이러한 연구의 분석를 통해 또 다른 새로운 서비스와 비즈니스 기회의 창출을 기대해 본다.

• The KIPS Transactions:PartC
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• v.16C no.1
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• pp.125-132
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• 2009

The pre-generated web contents or various devices have to be used in order to execute UMA(UMA:Universal Multimedia Access). However, an HTLM web page for PC is not very compatible with wireless internet because of its unnecessary advertisements, high resolution, and various multimedia data. This is because the main focus when creating it was on high speed. In this paper indicates with the RSS channel, converted from the main part of the HTML web page, which users show interest in, a wireless compatible internet page can easily be created. Consequently, web administrators could create a wireless page easily and quickly, and wireless users would be able to find information in the same manner.

• The Transactions of The Korean Institute of Electrical Engineers
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• v.67 no.6
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• pp.759-766
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• 2018

Although the Act on the Prevention of Light Pollution Due to Artificial Lighting has been enforced since 2013, the area of advertisement lighting has made slow progress in solving the problems of light pollution. This paper first investigated institutional problems by analyzing domestic laws and regulations relating to the light pollution of advertisement lighting, and investigated and analyzed methods for reducing light pollution that were applied in overseas countries. Then, problems of light pollution were analyzed by conducting a research on the actual status of advertisement lightings installed in South Korea and applying various methods for reducing light pollution, and advertisement lighting using LED was recommended. As a method for reducing light pollution that can be applied to the process of manufacturing channel letter-type advertisement lights, power consumption per unit area ($W/m^2$) was proposed, and $100W/m^2$ was recommended as a value currently suitable for South Korea.