• Title/Summary/Keyword: 광고콘텐츠

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Who Uses OTT Services and How Much Time They Spend There? Focusing on Socio-Demographic and Personality Characteristics (누가 OTT 서비스를 이용하고, 얼마나 시간을 보내는가? 인구사회학적 및 성격 특성을 중심으로)

  • Yesolran Kim
    • The Journal of the Institute of Internet, Broadcasting and Communication
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    • v.23 no.5
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    • pp.29-34
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    • 2023
  • Understanding individuals who consume content on OTT platforms is crucial for media operators and marketers due to the dominance of OTT services in the global media market. This study compared socio-demographic and personality characteristics of OTT non-users and users, and tested these characteristics impact on usage time of OTT services. Cross-sectional data from 9,686 respondents aged 13 and above that extracted from the 2022 Korean Media Panel Survey were analyzed, revealing significant differences between the groups in gender, age, education level, income level, employment status, openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism. Moreover, gender, age, education level, income level, employment status, conscientiousness, extraversion, and agreeableness influenced usage time of OTT service. The findings expected to be valuable data that media operators and marketing practitioners can refer to when formulating strategies that consider the characteristics of users.

A Study on Promotion and Improvement of YouTube Music Contents Through the User Evaluation of Card Live ('명함라이브' 사용자 평가를 통한 유튜브 음악 콘텐츠 홍보 및 개선방안 연구)

  • You, Jae-Sun
    • Journal of Korea Entertainment Industry Association
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    • v.14 no.4
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    • pp.105-120
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    • 2020
  • This study explores the process of the actual content production and distribution, by creating a YouTube channel to promote the popular music contents produced by the researcher, which thus reflects the reality where the production of video contents rapidly increases. A YouTube channel titled "Alida Music", of which the focus was to promote indie musicians, was created on February 2019. The contents of 10 indie musicians were produced in one-take live format. The information of the indie musicians was displayed in the form of a screen business card, with their e-mail address and SNS account at the top. Therefore, this promotional design was named "Card Live". Promotional video contents marked with the QR code in the lower right on the screen were produced, along with the promotional phrase "Communicate directly with the artist through the QR code", which allows viewers to watch other contents of the indie musician when they scan the QR code. This research conducted a study on how to improve and promote "Card Live" contents of "Alida Music", which were produced through this process. A group interview targeting five indie musicians, among whom one participant deemed significant was selected to conduct a one-to-one in-depth interview. As a result of the study, the following three conclusions were drawn. First, YouTube was found to be the medium with the greatest influence and highest efficiency at the lowest cost. Second, the evaluation of the participants on "Card Live" were divided into the three categories: need for one-take live, the design elements of "Card Live", and scanning issues of the QR code. Third, there is a need for promotional methods that can effectively utilize the media aspects of YouTube: the channel management issues such as raising public awareness as well as the number of subscribers of "Alida Music" should be resolved and measures to effectively use various media including other SNS should be developed. In terms of its content, it is imperative to recruit diverse performers to make various contents, as well as to come up with ways to link "Card Live" contents with offline. Based on these results, "Card Live" contents should be further revised and complemented in order to provide interesting contents to consumers, which will further develop "Alida Music" as a platform where various musicians and companies meet, thereby inducing contracts with popular music agencies and generating advertising revenues. However, since this study was carried out only with the limited number of participants, future studies should include more participants to bring forth a variety of promotional plans and improvement measures. Also, in the era of consuming contents through smart devices, the fact that some features of "Card Live" were available only on PC, did not fully reflect the characteristics of the times. In the future research, various contents that smartphone users can access and view freely without PC should be produced.

Exploring the Analysis of Male and Female Shopper's Visual Attention to Online Shopping Information Contents: Emphasis on Human Brand Image (온라인 쇼핑정보에 대한 남성과 여성 간 시각 주의도 탐색 연구: 휴먼 브랜드 이미지를 중심으로)

  • Hwang, Yoon Min;Lee, Kun Chang
    • The Journal of the Korea Contents Association
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    • v.19 no.2
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    • pp.328-339
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    • 2019
  • Shopping information contents shown on online shopping sites represent online retailer's intention to draw potential consumers' visual attention. However, unfortunately, previous studies in literature show that most of the shopping information contents are naively designed just to appeal to consumers' visual attention without systematic and logical analysis of consumers' possible different visual reactions depending on gender. To fill in the research void like this, this study proposes eye-tracking approach to investigating the research issue of how gender affects consumers' visual attention towards human brand image contents on the online shopping sites. For the sake of conducting related eye-tracking experiments, we adopted two types of products - notebook computer as a utilitarian product, and perfume as a hedonic product. Results revealed that female consumers show higher visual attention to human brand image contents than male consumers. Besides, significant gender difference exists on the human brand image contents more highly when they are attached with a hedonic product like perfume, than a utilitarian product like notebook computer. From the eye-tracking-based experiment results like this, this study suggested theoretical backgrounds about gender differences towards online shopping information contents and related human brand image contents as well.

A Study on the Factors Influencing the Acceptance of K-pop Short-form Video Created by Chinese Influencers - Focusing on Chinese TikTok Users (중국 인플루언서들의 K-pop 짧은 동영상 수용에 영향을 미치는 요인에 관한 연구 - 중국 '틱톡' 사용자를 중심으로)

  • Liu, QuanQuan;Yu, Sae-Kyung
    • The Journal of the Korea Contents Association
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    • v.22 no.4
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    • pp.28-36
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    • 2022
  • This study analyzed 284 K-pop song and dance cover short-form videos recreated by Chinese influencers uploaded on TikTok, to explore which reform factors of image similarity, language similarity, the extent of audience participation leading, the extent of lyrics or subtitles translated into Chinese, PPL disclosure, the length of video and the reputation of influencer affected Chinese TikTok audiences' reactions - number of "Likes," "Comments" and "Shares." The results showed that only the "reputation of influencer" was significantly affected the number of "Likes" which estimated as a relatively passive response, but the other factors affected the number of "Comments" and "Shares" significantly which estimated as more active responses. The more an influencer is perceived as not similar to the singer in terms of image the more comments were posted. And the videos expressed in Korean archived more comments and shares than those lyrics or subtitles translated into Chinese. This study is meaningful in that it confirmed the necessity of influencers in the globe diffusion of K-pop, by specifically analyzing the audience's reactions according to the characteristics of UCCs created by local influencers using short-form video platforms.

Revitalize the Tourism Experience Program of Hyanggyo and Seowon - Focusing on World Heritage sites in Korea - (향교·서원의 관광체험 프로그램 활성화 방안 - 국내 세계유산을 중심으로 -)

  • Bang, Mee Young
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.1
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    • pp.249-255
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    • 2023
  • World Heritage is a very important heritage that is worth protecting and handing down to future generations. In Korea, which has a long history and culture of 5,000 years, Seowon is a great advantage in that it can develop tangible and intangible Neo-Confucian ideas shared in China and East Asia, and preserve and experience them as a unique cultural resource of Korea until the present day. In order to encourage the direct experience of this long-standing cultural heritage, the government supports the national treasury and seeks to expand the demand for tourism. Accordingly, in this study, an analysis was conducted on program satisfaction, participation, and activation plans. As a result, it was found that value to see and value to experience must coexist in order for our world heritage, which requires comprehensive and continuous management and operation, and lacks accessibility, to become a tourist attraction. Also, for this purpose, promotion and development of differentiated tourism experience contents should be carried out first.

A Study on the Images of the Korean Presidents in the 2000s via Stamps -Focusing on Korean President Moo-hyun Roh, Myung-bak Lee, Geun-hye Park, Jae-in Moon- (우표를 통해 본 2000년대 한국 대통령의 휴먼이미지 연구 -노무현, 이명박, 박근혜, 문재인 대통령을 중심으로-)

  • Kim, Mi-Ri;Jang, Seong-Ho
    • The Journal of the Korea Contents Association
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    • v.20 no.10
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    • pp.738-749
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    • 2020
  • The stamp commemorating the inauguration of a president is the smallest historical symbol that contains a nation's vision and wishes of the times. The stamp itself is just a collection of images but contains the meaning of the highest leader's perceived image at the time through their face and a symbol. This paper regarded presidential inauguration commemorative stamps in the context of advertisement or promotional materials to structurally analyze the images of the political leaders embedded in stamps utilizing 'semiology' theory, which is considered to be a useful method of advertisement. In accordance with social and cultural changes, the 2000s, when the changes in the presidential inauguration stamp was most distinctively noticeable, was set as the time frame. Only the presidential inauguration commemorative stamps of Moo-hyun Roh, Myung-bak Lee, Geun-hye Park, and Jae-in Moon were selected for this study. In order to interpret the image, a semiotic structure was applied to reconstruct the meaning of the image of the political leaders. Since this can lead to subjective judgment in image analysis, it attempted to find the truth through comprehensive interpretation and approach it from the social and cultural contexts, not a static approach. In this paper, the images of the Korean political leaders in the 2000s shown on stamps are no longer influenced by traditional political factors such as political parties, political ideologies, and regional origins due to the evolution of democracy. This study derives the characteristics of the images of independent and characteristic leaders centered on a person according to the situations and social phenomena of the times.

Retail-Store Type Digital Signage Solution Development And Usability Test Using Android Mini PC (안드로이드 미니PC를 이용한 Retail-Store형 디지털사이니지 솔루션 개발 및 사용성 테스트)

  • Lim, Jungtaek;Shin, Dong-Hee
    • The Journal of the Korea Contents Association
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    • v.15 no.4
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    • pp.29-44
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    • 2015
  • Digital Signage, a way of advertising or delivering information to viewers through digital displays, has expanded from being just an advertising channel in public places. Recently, it has become widely prevalent in restaurants and retail stores. Despite its wide expansion, digital signage is limited to specific usages and services and the devices it uses are also quite expensive. This study introduces a stick-type digital signage product that operates on Android OS, which addresses all the weaknesses of digital signage with much more reasonable pricing and stable operation. For stability, performance tests were executed on the hardware and applications. The results for hardware performance were extremely promising, as each scenario's maximum performance results, measured by Load Runner programs, reached target indexes. Also, as a result of the usability test, all participants, including non-digital signage system users (novices), were able to easily learn all the tasks. As a result of user satisfaction survey, positive responses were exhibited for ease of learning and usability (LEU), helpfulness and problem solving capabilities (HPSC), affective aspect and multimedia properties (AAMP), commands and minimal memory load (CMML), and control and efficiency (CE).

Impact of Environmental-Educated Children on Their buying behaviors and Retroactive-Socialized Parents (환경교육을 받은 어린이를 통한 어른들의 소비행동과 역사회화)

  • 강봉희
    • The Journal of the Korea Contents Association
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    • v.4 no.3
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    • pp.41-51
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    • 2004
  • The objectives of this study is to suggest marketing strategies directed of retroactive-socialized parents who have environmental-educated children at school. For this purpose, this study based on the consumer socialization agent such as family and demographic variables were studied. The scope of this study includes attitudes toward price and advertising, and interests related to environmental problems and environmental-products preference. As a result, The parents of environmental-educated children get much more environmental information and show favorable buying behaviors for environmental-products. Most of parents who get environmental information from children educated at school show favorable attitude towards the advertising and also show more preference to environmental-products and more frequent communication among family members. Parents who have environmental-educated children were insensitive to price, more consciousness about environmental problem and flexible to change in their buying behaviors. In conclusion, This study shows that behaviors of children had a significant influence on buying behavior of parents.

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The Relation between of Marketing Communication and Service Brand Equity (마케팅 커뮤니케이션과 서비스 브랜드자산 요인간의 관계)

  • Kim, Jun-Whai
    • The Journal of the Korea Contents Association
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    • v.8 no.2
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    • pp.150-163
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    • 2008
  • It is said that customers buy not products but brands embedded in their mind, so that they are used as a key tool of strong marketing strategy. The present paper is a study on service brand equity, on which much research has not been conducted. The purpose of the present study is to propose the way to manage service brand equity which is essential to gaining competitive superiority by examining the effect of the factors of marketing communication on it. The researcher presented a research model by inquiring into existing researches on marketing communication and service brand equity and set up a research hypothesis. Internet service was chosen as the subject of the study. The reason for this is that it is the most intangible and there is no difference in price and quality, so that it is actively being marketed. The present positive study verified the relation between the factors of marketing communication such as advertising, public relations, sales promotion, and word-of-mouth advertising and brand recognition, brand image, and brand loyalty. The results of the positive study are as follows. Advertising, sales promotion and word-of-mouth advertising had an effect on brand recognition. Public relations, sales promotion and word-of-mouth advertising had an effect on brand image. Brand image and brand recognition affected brand loyalty.

Effects of Message Framining & Value-orientation on Preventive Behavior : Focus on the Magnitude of the Required Behavior for Environmental Problems (메시지 프레이밍과 가치지향성이 예방 행동에 미치는 영향 : 환경문제 예방 행동 요구 수준을 중심으로)

  • Park, Hui Jeong;Choi, Youjin
    • The Journal of the Korea Contents Association
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    • v.22 no.4
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    • pp.352-364
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    • 2022
  • As the types of actions and the magnitude of the required actions for environmental improvement get diversified, the necessity to develop effective messages is increasing. This research tries to develop proper messages with message characteristics of message framing and value orientation per different types of behaviors using a 2(message framing: gain/loss) × 2(value orientation: individual/social) × 2(magnitude of the requested behaviors: high/low). The results showed that framing and the magnitude of the requested behaviors had main effects on message attitudes and behavioral intentions. The gain framing showed more favorable effects than the loss framing, and the low magnitude of the requested behaviors showed better persuasive effects. According to the results of interaction effects, the gain framing showed higher behavioral intentions than the loss framing in the individual-oriented message, and there were no differences between the frames in the social-oriented message. When the magnitude of the requested behavior was high, the gain framing in the individual-oriented message was more favorable than the loss framing. On the other hand, when the magnitude of the requested behavior was low, the gain framing in the social-oriented message was more favorable. Although there were differences in the form of interactions by the magnitude of the requested behaviors, the individual-oriented gain framing message was found to be the most effective.