• Korean journal of communication and information
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• v.35
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• pp.362-393
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• 2006

The purpose of this manuscript was to investigate the effects of issue involvement and relation of perceivers to comparison targets on the magnitude of third person perceptions. The investigation was expected to help us to understand the underlying process of third person effect hypothesis. Data was collected from adult residents in Ohio, United States by telephone survey in 2003(n=524). Like most other third person effect studies, this study supported the hypothesis: Respondents perceived more media effects on others than themselves for both 'Negative media portrayals of smokers' and 'News coverage of Roman Catholic priest's sexual scandals'. Results of five hypothesis tests suggest that when relationship between a perceiver and a particular comparison target is present third person perception is explained more by cognitive components than motivational components. In this case, third person perception varies with comparison target's issue involvement while it is independent of social distance between the perceivers and the comparison target. Also, perceivers' issue involvement positively correlates with the magnitude of third person effect. Based on the results, it is concluded that when perceives or a comparison target is involved in a message cognitive processes accounting for the relationship can impact the magnitude of third person effect. An important theoretical implication of the study is that third person effect is, to some extent, related with framing effect and priming effect.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.112-121
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• 2016

The purpose of this research is to examine the effect of storytelling ads. To find out the effect, three different ads were created; one is no storytelling in ads, another is corporate storytelling ads, and the other is client storytelling ads. Each ads was exposed to high school students, and we analyzed their response to the ads such as ads recall, attitude toward ads, emotional response to ads, purchase intention, and the intention of word-of-mouth. The results showed that corporate storytelling ads among three ads was the most effective to recall the ads, and there was significant difference between corporate storytelling ads and no storytelling ads. In terms of attitude toward ads, there was significant difference between client storytelling and no storytelling ads. There were significant difference in positive emotion between client storytelling ads and no storytelling ads and between client storytelling ads and corporate storytelling ads, but no significant between corporate storytelling ads and no storytelling ads. Regarding emotion, students who were exposed to no storytelling ads showed the highest negative emotion, but the lowest negative emotion in client storytelling ads. There was significant difference in purchase intention between client storytelling and no storytelling ads and in the intention of word-of-mouth between corporate storytelling ads and no storytelling ads.

• 한국HCI학회:학술대회논문집
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• 2006.02a
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• pp.1379-1386
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• 2006

전자우편이나 문자 메세지를 이용할 때 겪는 불편함 중 하나는 상대방이나 기계에 정서 정보를 전달하기 어렵다는 점이다. 정서 정보를 메시지에 싣기 위해서는 컴퓨터나 디지털 기기가 정서를 인식하거나 사용자가 정서를 입력해야 한다. 기존의 정서 인식 방법은 생리적, 신체적 측정치를 이용하는 것인데, 이 경우 측정을 위한 별도의 장비가 필요하고 현재 자신의 정서 상태와 다른 정서를 표현할 수 없다는 단점이 있다. 특히 소형 모바일 기기를 이용할 때 다른 측정 장치를 사용하는 것은 더욱 어렵다. 이런 문제를 해결하기 위해 모바일 기기를 사용하는 환경에서 사용자가 원하는 정서를 기계에 입력하기 위해 동작을 이용하려는 연구가 진행되었다(Fargerberg, Stahl, & Hook, 2003). 본 연구에서는 Laban Movement Analysis에서 동작을 구성하는 다섯 요소 중 노력(effort)과 모양(shape) 요소를 재구성하여, 방향성 차원, 무게감 차원, 시간감 차원으로 동작을 구분하고 총 20개의 동작을 선정하였다. 또한 한덕웅과 강혜자(2000)가 수집한 834개 정서 어휘를 평정하여 동작을 통해 표현하고 전달되기 쉬운 정서 어휘 50개를 선택하였다. 최종 실험에서 참가자들은 20개의 동작에 대해 50개의 정서 어휘를 평정하고 데이터는 범주형 주성분분석을 이용하여 분석하였다. 분석 결과 Russell(1980)의 이차원 정서 구조 모형에서 각성 수준 차원은 동작의 무게감과 시간감 차원과 관련이 있는 것으로 나타났다. 강하고 빠른 동작일수록 각성 수준이 높은 정서가 나타났다. 또한 동작의 방향성 차원은 정서의 종류와 관련이 있는 것으로 드러났다. 직선 움직임은 높은 각성 수준의 부정적 정서와, 흔듦 움직임은 불안 및 초조와, 원형 움직임은 즐거운 정서와 관련이 있는 것으로 나타났다. 이는 동작을 통하여 정서 정보를 효과적으로 전달할 수 있음을 보여주었고, 동작과 정서를 연관 짓기 위해 방향성 차원과 무게감 차원 그리고 시간감 차원을 고려할 필요가 있음을 시사한다.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.60-71
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• 2013

The current study examines the major variables -Facebook social connectedness and brand self-disclosure- that affect the relationship between users and brands. In this study, we assume that users communicate and build relationships with brands via Facebook brand fan pages, like they do with other users. Additionally, we test the effect of attitude toward Facebook fan page on intention to be a fan of the fan page. The results show that the brand's self-disclosure positively affects on attitude toward the fan page, but Facebook social connectedness has negative effects. Also, attitude toward the fan page has positive effects on the intention to be a fan. This study helps understand how brand messages are spreading across diverse Facebook users.

• Information Systems Review
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• v.15 no.1
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• pp.69-89
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• 2013

This study examined the factors influencing participation of online community and intention of joint purchase in Korea and China. The online community member actively participate the social activities that can cause the effective communication characters and the great support of the society. In these two factors, the sense of worth related with compensation, norm, interaction, shared values will be taken as the independent variables. These variables as a parameter are related with the intention of joint purchase. To be aware of their behavior norm, interaction, compensation, shared value, these factors will be taken as predicting their behaviors in the online community and their further participating, commitment and co-shopping intention. As the results, compensation, norms, interaction, shared values had significant effects on the participation of online community, and this affected the intention of joint purchase in online community. Compensation and norm were significant in Korean sample. Implications and further direction are suggested on the base of the results.

• Journal of Korea Game Society
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• v.13 no.2
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• pp.81-98
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• 2013

This article aims to provide an overall picture of the applications of serious games for social changes. Our main goals are to show that game has great potential in delivering messages for social changes and to suggest guidelines for researchers and game developers in designing related games. We synthesized the key concepts of games for change that make them promising through literature reviews and analyzing game lists for social changes. Based on the theoretical investigations, we found that both role-taking and simulation of games are powerful ways not only to influence attitudes toward the other side but also to bring out empathy as psychological mechanism to draw attitude changes and altruistic actions associated with social or political issues.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.22 no.6
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• pp.83-89
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• 2022

Internet of Things technology is rapidly developing due to the recent development of information and communication technology. IoT technology utilizes various sensors to generate unique data from each sensor, enabling diagnosis of system status. However, the equipment management system currently in effect is a post-preservation concept in which administrators must deal with the problem after the problem occurs, which could mean system reliability and availability problems due to system errors, and could result in economic losses due to negative productivity disruptions. Therefore, this study confirmed that edge controller control decision algorithms for more efficient operation of rectifiers in the factory by applying intelligent IoT (AIoT) technology and domain knowledge-based modeling for each sensor data collected based on this, outputting appropriate status messages for each scenario.

• Asia Marketing Journal
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• v.9 no.2
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• pp.1-21
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• 2007

This research investigates the role of causal inferences about the endorser's motivation - specifically, dispositional versus situational attributions - and their impact on persuasion of noncelebrity testimonial advertisements. Based on the correspondent inference theory and the relevant literature, it is posited that consumers will generate predictable patterns of attributional responses to testimonial messages, which in turn will influence ad and brand evaluations. An experiment with 335 consumer panelists, after a pilot experiment with the college student sample, has been conducted. Results suggest the greater impact of dispositional attributions than situational attributions on persuasion of noncelebrity testimonial messages and general evocations of situational attributions regardless of the levels of endorser credibility and dispositional attributions. On the basis of the findings from this study, theoretical and practical implications are discussed, as are directions for future research.

• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

• Cartoon and Animation Studies
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• s.34
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• pp.167-195
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• 2014

A handwritten poster named "How are you, really?" appeared on December 10, 2013. And other handwritten posters sympathizing with it followed in places and are on everyone's lips hotly through internet and SNS. Such a social phenomenon is delivered to readers as a form of article in different meanings according to the viewpoint of each press. It is also delivered to readers as a material for delivering a meaning of a specific case in four panel comics strips and satirical cartoon of newspaper. This is because that comic strips of the press are now having a power to enlighten readers on the key point of a case easily and intuitively together with catharsis from the position of meditating the world. Notwithstanding differences depending on the viewpoints of the press or cartoonist, four panel comics strips and satirical cartoon on the newspaper are fulfilling their social role having their own voice. Of the genres of comic strips, social role of the comics of the press can be divided largely into two things. First, they actively intervene in social phenomena. In other words, comics of the press make their position and insistence on social phenomena clearly by exaggeration and emphasis. Second, they persuade or enlighten readers by concrete directions, which means that comics of the press make reader with similar viewpoint emphasize by delivering a clear message. This study aims to assert that comic strips are the most important medium with social role and responsibility. As part of studies on the social role of comics, this study wish that comic strips can be able to deviate from vicious circle of being socially condemned for reason of negative portion.