• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.1066-1071
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• 2008

모바일 광고는 새로운 마케팅커뮤니케이션 수단으로 부상하고 있다. 본 연구는 효과적인 모바일 마케팅 전략을 수립하기 위해, 어떤 광고유형, 메시지 내용이 광고태도에 유의한 영향을 미치는 분석하고자 실험연구를 하였다. 즉 주 실험변수인 광고의 유형(text/icon)과 광고 메시지 특성(쾌락적/실용적)에 따른 광고 태도의 변화를 알아보고자 하였다. 또한 광고태도에 영향을 미치는 광고제품의 유형(탐색재/경험재)의 조절효과를 살펴보았다. 그 결과, 광고유형과 광고메시지 특성별로 광고 태도에 차이를 확인할 수 있었다. 또한 광고유형과 메시지특성이 광고태도에 영향을 미치는데 제품유형의 조절효과가 있는 것으로 확인되었다. 한편 광고태도는 브랜드태도에 유의한 영향을 미치는 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.888-895
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• 2021

The aim of this study is to investigate the effects of climate messages using vegetable consumption arguments on social media. This study examines how interestingness and comprehension of messages affect social media responses and participation in campaigns as well as the moderating effect of the interest in vegetarianism (IV). The results indicate that interestingness and comprehension led to social media responses and participation in campaigns. The moderating effect of IV was significant.

• Journal of Digital Convergence
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• v.10 no.7
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• pp.69-75
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• 2012

This study aims to suggest the amendment method of publishing bulletins for election in accordance with the changed consciousness of voters and the environment of times after examining the expression strategies of a candidate's message through the analysis of publishing bulletins of local election in 2010. Accordingly, it tries to indicate the strategies of publishing bulletins for election more easily and briefly. As to the description of expression strategies, there were a lot of rational descriptions and positive appeals with the perspective of a third person. It shows the awareness that aggressive and negative expression brings about adverse effects. The appeals of the cover slogan in campaign promises were in the sequence of the candidate's character, regional development, and social welfare, and most campaign promises were within the range of ten promises. The most used symbol of candidates was the party which candidates belong to. The main empathized contents include the name of candidates, the experience of candidates, management, political ability, and region. In addition, slogans had the intention to express folksy and intimacy by raising the rates of residents' emergence.

• The Journal of the Korea Contents Association
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• v.19 no.4
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• pp.174-186
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• 2019

Twitter is very popluar with users who desire social interaction as it is a highly effective method of communicating compared to traditional communication platforms; and thus has garnered considerable interest from the academic community. This research reveals how election results can be predicted by the factors of total volume of messages, positive messages and negative messages tweeted about a candidate. Social matrix analysis revealed that the quantity of twitter messages was a strong predictor of election results in the 18th presidential election in Korea. In addition, more positive messages than negative messages about a candidate from twitter users recorded better results in the election. This research found that the total quantity of messages, positive messages, and negative messages as key factors for predicting election result. Future studies should investigate other SNS platforms to discover what is the most effective communication strategy on each platform.

• Management & Information Systems Review
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• v.34 no.5
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• pp.251-276
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• 2015

This study is to review the attitude of consumers on the crisis response strategy (defensive vs. receptive) that the company implements in crisis situations. Also, the interaction between the crisis response strategy that the company implements and the crisis type of companies (corporate ability vs corporate social responsibility) was discussed. In addition, the interaction between the messages (abstract vs. concrete) of public interest associated marketing implemented prior to crisis situations and the crisis response strategy implemented after crisis situations was discussed. And these results were reviewed to see if the same result can come out after controlling the involvement on consumer's public interest associated marketing as a covariate. The main results of this study are as follows. First, regarding the crisis response strategy, in the company's crisis response strategy, the receptive attitude was more favorable for the consumer's attitude than the defensive attitude. Second, it was seen that there is a significant interaction between the crisis response strategy of companies and the crisis type of companies. Third, it was seen that the crisis response strategy of companies has a significant interaction with the message type of public interest associated marketing. Lastly, the involvement showed a significant effect as a covariate and the interaction between the crisis response strategy of companies, the crisis type of company and the message type of public interest associated marketing can be confirmed even after controlling the involvement. In the conclusion of the study, the direction on implications, limitations and future.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.321-327
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• 2024

Out-of-home (Out-of-Home) advertising can be an effective means of delivering messages for preventing drowsy driving, given that it is exposed at locations and times where vehicle traffic occurs. This study investigated the influence of message framing of drowsy driving prevention OOH advertising and regulatory focus on the intention to drowsy driving prevention behaviors by an experimental study targeting 200 university students. The results showed an interaction effect between message framing and regulatory focus on the intention to drowsy driving prevention behaviors. While no significant differences were observed in the intention to drowsy driving prevention behaviors based on regulatory focus for positively framed messages, for negatively framed messages, a higher intention was observed when the prevention focus group rather than promotion focus group. This study focuses on two key areas: how messages are crafted (message framing) and the characteristics of the people who receive them (regulatory focus). By exploring these aspects, it provides valuable theoretical and practical knowledge. Essentially, it opens doors for creating message strategies that are finely tailored to suit the preferences of the audience. This advancement is vital for researchers and practitioners as it enhances the effectiveness of communication efforts.

• Journal of KIISE:Computer Systems and Theory
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• v.33 no.12
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• pp.907-917
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• 2006

In this paper, we propose a strategy to improve fault-tolerance and scalability of replicated services in mobile agent systems by applying an appropriate passive replication protocol for each replicated service according to whether the service is deterministic or non-deterministic. For this purpose, two passive replication protocols, PRPNS and PRPDS, are designed for non-deterministic and deterministic services respectively. They both allow visiting mobile agents to be forwarded to and execute their tasks on any node performing a service agent, not necessarily the primary agent. Especially, in the protocol PRPDS, after a backup service agent has received each mobile agent request and obtained its delivery sequence number from the primary service agent, the backup is responsible for processing the request and coordinating with the other replica service agents. Therefore, our strategy using the two proposed protocols can promise high scalability of replicated services a large number of mobile agents attempt to access in mobile agent systems. Our simulation results show that the proposed strategy performs much better than the one using only the traditional passive replication protocol.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.221-226
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• 2008

최근 건강에 대한 사회 전반의 관심이 증대되면서 자신의 건강을 체크하고 행동 및 습관을 변화시키기 위해 휴대용 건강 체크 기기를 사용하는 사람들이 늘고 있다. 휴대용 기기 중에서 모바일은 네트워크를 사용하여 시간과 장소에 상관없이 정보 제공이 가능하기 때문에 설득적 매체로 각광받고 있다. 모바일을 통해 사용자의 태도 및 행동을 변화시키는 서비스를 제공하기 위해서는 효과적인 설득의 전략을 세워야 한다. 신뢰성(credibility)은 사람이 어떠한 대상에 대해서 믿을 수 있다고 인지한 정도를 의미하는 것으로 일반적인 설득 커뮤니케이션에서 사용자의 태도 및 행동을 변화시키는 것에 큰 영향을 주는 것으로 알려져 있다. 본 연구에서는 모바일의 매체적 설득 효과별 알아보고, 신뢰성에 영향을 주는 요인을 전문성과 믿음성으로 나누어 이들 요인에 따라서 사용자의 태도 및 행동 변화가 어떻게 달라지는지 실험을 통해 분석하였다. 실험 결과 웹을 통해 실험에 참여한 사람보다 모바일을 통해서 실험에 참가한 사람들의 식생활 개선이 크게 나타났다. 이를 통하여 웹보다 모바일의 매체적 설득 효과가 크다는 사실을 앞 수 있었다. 또한 전문가의 메시지를 받은 그룹 참가자들 중에서 설득 메시지에 대하여 인지된 신뢰성을 높게 평가한 사람의 개선 정도가 크게 나타났다. 인지된 신뢰성은 서비스 만족도에 영향을 준다는 사실도 알 수 있었는데, 이는 모바일 환경에서 신뢰성 제공 전략은 설득력을 높이기 위한 전략이면서도 사용자의 서비스 만족도를 높이기 위한 전략이 된다는 것을 의미한다. 본 연구 결과는 모바일을 통해서 사용자에게 동기를 부여하고 더 나아가 직접적인 행동 수정이 이루어지도록 하는데 이용될 수 있을 것이다.

• Journal of the Korea Convergence Society
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• v.13 no.5
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• pp.137-143
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• 2022

The purpose of this study is to propose an effective PR plan for government policies in order to make the people aware of the importance of the fertility rate by seeking strategies to counter the low fertility rate. Focus group interviews were conducted with 6 experts with high expertise in government policy advertising and public relations among advertising and public relations academics and practitioners. It was found that low fertility PR strategy raised the problems of integrated public relations and budgeting. PR message strategy was lacked a creative approach suitable for the target, and the media strategy did not reflect the characteristics of the younger generation. Based on these research results, an improvement plan for government PR to counter the low fertility was proposed, and it is expected that it will be used for policy making in the future.

• Journal of Internet Computing and Services
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• v.17 no.2
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• pp.87-95
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• 2016

Considerable research over the years has been devoted to ascertaining the impact of social media on political settings.In recent days, Social Network Sites (SNS) such as Facebook allowed users to share their political beliefs, support specific candidates, and interact with others on political issues. This study examines the role of SNS as the means of political campaign. The study tasks the case of the 2015'sspecial election, Seoul Korea. The analysis aims to identify how candidates use Facebook or Twitter to interact with voters by applying functional theory of political campaign discourse developed by Benoit. In this study, we analyzed the candidates' SNS messages in terms of political behavior such as self-expression, informing policy, asking voters to participate in political events. Among them the results indicated that two candidates, Jung, Dong Young and Byun, Hee Jae, both of them used SNS to express themselves the most. The study also found that two candidates used mainly the strategy called 'acclaim' which praises their own strengths. In terms of topics of SNS messages (policy versus character) there was different between two candidates. Jung, sent message in relation to 'character' the most, while Byun contained 'policy' message on SNS the most. Based on these findings implications and directions for future studies are discussed.