• Korean journal of communication and information
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• v.37
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• pp.307-341
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• 2007

The Blog enables individuals to become communication producers, not merely consumers. This study aims to analyse the practice of the Blog communication and the surrounding social dynamics. Employing ethnographic content analysis, in-depth interview, and participatory observation, this study tried to explore following research questions: 1) What are the value-added process and social dynamics surrounding the production and practice of the Blog communication? From the perspective of political economy, the mechanisms of market economy of capitalism directly and indirectly worked in Blog production, making it as a medium for profit. The power of capital overwhelmed the blog. These results enable us to predict that Blog can be a new tool for capitalism to create profit.

• Journal of Digital Contents Society
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• v.18 no.1
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• pp.87-91
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• 2017

Recently, several kinds of researches using IoT wearable devices are active in the field of sports, design, emotional sciences and so on. The human bio data such as blood pulse, ECG, SKT signal, and GSR Signal producing from IoT wearable devices such as Watch, Smart-band, Grass can adapt to the meaningful future applications. Using the human's emotional data and a physical status with variation and so on, we can individually get the personal status. Due to knowing the personal emotion or physical status is related and connected to the valuable wallet of customers, the approach is more important in nowadays. Therefore, the personal information can effectively adapt to the marketing of the culture industry, which deals with emotions of customers. The research shows implementation steps for explaining overall architecture of the convergence research between Art and Technologies.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2012.10a
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• pp.190-192
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• 2012

최근 소셜 네트워크 서비스는 언제 어디서나 정보를 누구라도 손쉽게 전달하고 볼 수 있는 수단으로 각광받고 있다. 소셜 네트워크 서비스의 주요한 특징은 사람과 사람, 사람과 정보, 정보와 정보 간의 관계 네트워크로서, 사용자가 능동적으로 참여한다는 것이다. 하지만 범람하는 수많은 정보들 속에서 사용자가 직접 정보를 검색 및 분류해야 하는 과정은 사람과 정보간의 관계 네트워크 측면에서 소셜의 의미를 충족하지 못한다. 이러한 기존의 정보 활용법은 사용자의 선호도에 따른 맞춤형 정보의 수용과 공유를 제시하지 못하고 있다. 본 연구에서 설계된 사용자 맞춤형 서비스 시스템은 사용자의 상황인식 속성정보와 이에 따른 선호도를 평가하는 알고리즘을 기반으로 하여 보다 효율적인 커뮤니티 공간이 제공될 수 있는 맞춤형 커뮤니티 서비스 시스템을 설계 제안한다. 제안된 시스템에서는 소셜 네트워크 서비스에서 사용자가 텍스트를 읽거나 작성하는 행위를 바탕으로 사용자의 관심사를 제공된 알고리즘으로 분석하여 사용자의 선호도에 따른 정보를 분류하고, 사용자의 인적정보로부터 선별한 유사 사용자들을 통해 신뢰성이 높은 정보를 우선적으로 선출한다. 따라서 사용자의 속성과 선호도를 고려한 상황인식 정보를 제공함으로써 사용자가 직접 정보를 검색 및 분류하는 과정을 단축하고 정보의 신뢰성을 향상할 수 있는 방법을 제시한다. 이러한 상황인식 기반의 맞춤형 커뮤니티 서비스 시스템은 실시간으로 많은 정보가 공유되는 서비스에서 다양하게 적용되어 인터넷 신문, 타겟 마케팅 광고 등의 응용분야에서 다양한 정보제공 서비스 시스템으로 적용될 수 있을 것으로 본다.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.73-80
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• 2015

Starting the popularity of Korean dramas exported to China in 1996, the Korean wave started around the world market. Afterwards, as the Korean culture itself as well as dramas rapidly emerged as contents of the Korean market, the foreign direct sale consumers who want to buy Korean goods directly online are increasing at an alarming rate. This study each selected 4 domestic shopping malls and 4 foreign famous shopping malls which were conducting a global marketing currently and compared/researched them in the design aspect in order to apprehend if domestic online shopping malls were properly meeting the consumer environment of the foreign market. As a result, it was revealed that domestic online shopping malls conducting the global marketing could not fully understand the internet environment by countries and were going through a limit of the information delivery by SMS, and could not use the visual signs actively which were useful to the meaning delivery. Accordingly, this thesis suggested a plan to actively utilize the variable element considering various screens to the design, plan to efficiently design the text for solving the language problem by countries, and plan to design using the developing IT technology as a solution to those problems.

• Journal of Digital Convergence
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• v.14 no.3
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• pp.105-114
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• 2016

As the media environment surrounding us has changed rapidly, the influences of traditional media decrease whereas promotions using new media have been developing remarkably, Under this circumstance, cross-media advertising, which strategically integrates advertisements on multiple media, is getting attention as an effective marketing communication approach. This study investigated consumer responses to cross-media advertising using both online and offline media, focusing on the effects of product involvement, attributes of media connection, and gender. The experiment was conducted towards adult consumers aged 20 to 39. Results confirmed that the interaction effect between product involvement and attributes of media connection on brand attitude and behavioral intention was significant by a moderating role of gender. Based on the results from this study, both theoretical and practical implications were discussed, as were directions for future research.

• Archives of design research
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• v.15 no.3
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• pp.271-280
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• 2002

These days information technology and internet have made startling progress. In these developing environments, the strategy or marketing based on existing off-line is getting more difficult to accomplish the role of the improvement of business competitive power, and they are bringing out a lot of changes in information management and marketing performance method about consumers due to digital networking between companies and consumers. These developments and changes make many varieties in the way of design studying methodology. Therefore, in this study, considering the aspects of design, society and environment, after I developed the consumer response framework about products design which is argued by Bloch(1995) ; distinct relationship model among preference degree- design image adjective - design factors, we established design information abstraction solution combined with the interaction based on IT as eCRM in real time. This suggested solutions will provide product designers with good information in finding the design factors which consumers prefer.

• Journal of Information Management
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• v.43 no.2
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• pp.151-168
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• 2012

A viral marketing has been an effective marketing tool in various fields. In this study, we applied a viral marketing strategy for managing the Internet community website of scientists and engineers, KOSEN(www.kosen21.org). We developed a function that enables members to send promotional e-mails to their acquaintances, and we also designed a reward system for the members who participated in KOSEN viral marketing. With these strategies, KOSEN members reacted positively on the rewards (i.e., mileage points, gift card) and also the loyalty members took part in the viral marketing program more actively than other members. Furthermore, an attractive event was very effective for the prompt reaction of the viral marketing. Managing loyalty members is necessary for the continuous effects. The viral marketing strategies and analysis results of this research could be used for the management of an Internet service.

• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.815-821
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• 2021

The advantage of big data is to collect a large amount of data on the Internet and refine and use valuable data. That is, the unstructured data is processed so that the user can analyze and utilize it from a necessary point of view. This paper is a relatively small project and is based on unstructured data that can be closely applied to real life and used for marketing. The subjects of the experiment were modeled on lodging companies in the Seoul metropolitan area an hour away from Seoul, and analyzed for the increase in lodging rates before and after marketing using big data. As an experiment that shows the effects of increasing sales, reducing costs, and increasing returns by users, we propose a system to determine and filter whether data input in the process of analyzing big data such as social networks can be used as accommodation-related information.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.3
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• pp.75-86
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• 2017

The development of web technologies and the generalization of smartphones have dramatically increased the number of social media users using the Internet. As a result, companies are perceived social media as a major marketing tool and operate a variety of SNS channels. In particular, start-ups conducting businesses with limited resources, social media is being used as an effective marketing tool to meet many potential customers at a low cost. Among them, facebook is the most used channel in the world and plays an important promotional tool not only in overseas but also in marketing activities of domestic start-ups. The purpose of this study is to analyze the relationship between satisfaction and purchase intention according to four personal characteristics of users who use social media contents and to measure the mediating effect of satisfaction on the relationship between content type and purchase intention. To this end, we classified into three types based on the previous research, and social media content is provided to 200 fans of Minbak Danawa(Minda), one of representative start-ups related to accommodation, The questionnaires were conducted for 3 weeks, and a total of 145 copies were collected. All the collected questionnaires were used for statistical analysis through SPSS 18.0. The empirical results show that all three types of content, such as task-oriented, self-oriented, and interaction-oriented, have a significant effect on the satisfaction level. Among them, it is confirmed that the satisfaction level plays a mediating role on the relationship between task-oriented contents and purchase intention. And the user 's personal characteristics showed a partially moderate effect on the satisfaction according to the content type. Therefore, social media content provided by corporations has an important effect on consumer satisfaction and purchasing, in order for start-up to prevail in the market, it is necessary to have an operational strategy to communicate with customers continuously through systematic contents analysis and planning. The result of this study suggests effective ways to build a social media marketing strategy for start-ups and suggests ways to utilize contents considering the characteristics of internet users.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.113-145
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• 2008

Marketing for the distribution industry is making an ongoing progress in the changes of customers, the competitive environment, and the internal marketing environment. Integrated marketing communication activities are required for the enhancement of efficiency in the market.oriented activities. In this study, IMC is defined as "a notion that a market oriented business integrated marketing communication means, conducting and evaluating marketing activities with consistent messages in order to communicate with customers based on databases." In this study, an IMC planning model for the improvement of marketing efficiency in the distribution industry was derived from a pilot study. This model may be broken down into the following phases: IMC goals setting, situational analysis (customer analysis, competition analysis and company analysis), customer data analysis, contact management, budgeting, the establishment of an IMC strategy, the IMC mix and execution, an evaluation system, and feedback. In consideration of the characteristics of the distribution industry, this study was accompanied by a vocational study on IMC means employed by, in particular, department stores and other distributors such as: advertising, sales promotion, sales promotion advertising, direct marketing, public relations, personal selling, the Internet, mobile, visual merchandising, words of mouth. In addition, this study also covered the correlation among variables such as IMC activities of distributors, the process of forming customer's brand attitudes, brand loyalty and repurchase intention. This research would enhance the utilization of IMC. The analysis on customer's brand attitudes toward the IMC activities of distributors requires the simultaneous consideration of how they are linked to purchase as well as their attitudes toward both distributors and stores. The formation of brand loyalty and repurchase intention is related to the integration of marketing communication and the maintenance of consistency in contents, which requires integrated brand communication (IBC) strategies. IBC is a concept of using IMC means to manage the brand in a continuing and consistent manner and measuring their effect, which is a process to establish enterprise.level brand identity and maximize brand loyalty and repurchase intention by integrating IMC means. For an empirical analysis in this study, an online questionnaire survey was conducted among those department store customers from 20's to 50's who reside either in the Seoul and Gyeonggi areas and have made purchase at department stores. In this study, the research model consisted of four theoretical variables: IMC activities, IMC attitudes, brand loyalty, and repurchase intention, on which variables a pilot study was conducted. A number of hypotheses were constructed on the relations between IMC activities and IMC attitudes, between IMC attitudes and repurchase intention, and between brand loyalty and repurchase intention. The test of the hypotheses may be summarized as follows: Firstly, the test of the hypothesis concerning the relation between IMC attitudes and IMC activities - advertising, sales promotion, direct marketing, public relations, personal selling, the Web, mobile, visual merchandising, and word of mouth - indicates that advertising, sales promotion, direct marketing, public relations, personal selling, mobile, visual merchandising, and word of mouth have significant impact on IMC activities. In addition to the result similar to those of previous studies that such marketing communication means as word of mouth, advertising, personal selling and sales promotion, in particular, play very important roles, a notable finding of this study is that visual merchandising performed by department stores is shown to have very significant impact on IMC activities. On a separate note, it is also noteworthy that Internet marketing activities engaged by department stores are not shown to have significant impact on IMC attitudes. Secondly, the test of the hypothesis on the relation between IMC attitudes and brand loyalty attests that IMC attitudes for the distribution industry significantly affect brand loyalty. Thirdly, the test of the hypothesis concerning the relation between IMC attitudes and repurchase intention confirms that IMC attitudes for the distribution industry significantly affect repurchase intention. Fourthly, the test of the hypothesis concerning the relation between brand loyalty and repurchase intention indicates that brand loyalty significantly affect repurchase intention. A comprehensive view of these findings points to the conclusion that the IMC activities for the distribution industry do affect IMC attitudes, brand loyalty, and repurchase intention.