• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.193-204
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• 2023

In recent years, the concept of influencer marketing has experienced rapid growth in both academia and industry, leading to its emergence as a crucial consideration in the marketing strategies of many businesses. Despite the significance and expansion of the influencer market, however, research on the topic has not kept pace with its growth. Thus, this study seeks to address this gap by empirically analyzing the impact of influencer characteristics on consumer behavior through the coexistence of buyers and providing an empirical contribution to expand the relevant literature. To accomplish this, a survey was conducted with a sample of 400 individuals who had purchased a product through an influencer, and 384 responses were ultimately utilized in the analysis. The results revealed that the attractiveness and empathy of influencers had a positive impact on satisfaction among coexisting buyers, while also having a negative impact on dissatisfaction. In contrast, expertise had no impact on satisfaction, but a positive impact on dissatisfaction. Moreover, satisfaction was found to have a positive impact on brand image and recommendation intention, whereas dissatisfaction had a negative impact on both. Overall, this study adds to the growing body of literature on influencer marketing by providing empirical evidence of the impact of influencer characteristics on consumer behavior, specifically through the lens of coexistence with buyers. These findings hold important implications for businesses looking to develop effective influencer marketing strategies that can enhance their brand image and recommendation intention among consumers.

• Asia Marketing Journal
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• v.13 no.3
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• pp.233-248
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• 2011

This case illustrates a story of passionate and innovative new market development by Pulmuone, a fresh food provider in Korea. The company has been successfully developing a new market by introducing a (non-frying) fresh ramen, 'Jayeonun Masitda - The Nature Is Tasty' in the packaged ramen market dominated by fried ones. In this case, a detailed new market development process by Pulmuone will be investigated including; company overview, a new product development process, marketing strategy formulation, marketing mix implementation, market performance, and future directions. Pulmuone has been making efforts to create a new product category by marketing non-frying ramens since 1995, but with a modest success. In 2011, Pulmuone finally succeeded to develop an innovative product, 'Jayeonun Masitda' that brought more health and nutrition conscious consumers' attention in the ramen market. The company intended to change the current competitive structure in the ramen market, i.e., from the strength of taste and the amount of ingredient to fried/non-fried and the freshness of ingredient. By this new positioning, Pulmuone aimed to reshaping the ramen market into competition between healthy and unhealthy ramens. Pulmuone has been successful in developing a new market. Sales revenue of 'Jayeonun Masitda' has been continuously increasing, and customers are found to be highly satisfied with the product resulting in a high repeat purchase rate. The company's successful new market development can be attributed to a faithful new product development process, innovative technology, an appropriate positioning strategy, and consistent marketing communication. In addition, Pulmuone's eco-friendly corporate image and the organization's passion to grow are also important factors for success of this new market development.

• Asia Marketing Journal
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• v.6 no.3
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• pp.59-81
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• 2004

Store loyalty is increasingly being recognized as a path to long-term business profitability. Customer contact employees deliver a service firm's promises and create an important image for the firm. A major purpose of this study is to investigate the effects of customer service and product value on store loyalty. In order to test research hypotheses, data were collected through surveys administered to 300 apparel store customers. Two hundred thirty nine usable data were used for the analysis. The findings of this research are as follows: First, a employee's voluntary service(EVS) has a positive impact on interpersonal r elationship, which then affects switching barrier and store loyalty. Second, a employee's regular service(ERS) has an influence on store satisfaction, which in turn affect store loyalty. Third, product value is shown to be a significant antecedent to store satisfaction, which have a direct effect on store loyalty. The study concludes with implications, contributions, and limitations of the research and the empirical findings of this research should be beneficial to marketing practitioners and retailing businessmen in developing effective marketing strategies.

• Journal of Service Research and Studies
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• v.13 no.4
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• pp.142-159
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• 2023

As the core technologies of the 4th Industrial Revolution are introduced into luxury hotels, they are taking off as cultural and experiential spaces that provide new products and services to hotel users and new experiences. Therefore, this study investigated the effect of hotel users' perception of the experience of using technological amenity services on their trust and satisfaction, focusing on luxury hotels as smart hotel to identify the essential factors of smart hotels that can lead to continuous competitive advantage and improvements in the future. In addition, the study aimed to find an effective hotel marketing strategy and plan to satisfaction the smart hotel by maximizing customer satisfaction. To verify the research hypothesis, a survey was conducted targeting hotel users with experience using technological amenities in smart hotels within the last two years. As a result of the study, it was confirmed that all hypotheses were adopted except for the relationship between personification, intention to use technical amenities, and perceived performance expectations and satisfaction with smart hotels. Based on these research results, this paper presents theoretical and practical implications. Smart hotels are rapidly changing by introducing various smart technologies. Therefore, it will be meaningful data for securing a sustainable competitive advantage and establishing differentiated hotel management and marketing strategies.

• Journal of Venture Innovation
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• v.5 no.2
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• pp.85-99
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• 2022

Dryers becoming commercially available for experimental and industrial use are classified to general drying oven, hot-air dryer, vacuum dryer, freezing dryer, etc. and kinds of them are various from the function, size and volume, etc. But the moisture measurement is not applied although it is important factor for the quality control and the performance improvement of products, and then now is very passive because the weight is weighed arbitrarily after dry-end. Generally the method for measuring moisture is divided by a direct measurement method and a indirect measurement method, and the former such as the change of weight or volume on the front and rear of separation of moisture, etc. is mainly used. Relatively a indirect measurement is very limited to apply due to utilize measurement apparatuses using temperature conductivity and micro-wave etc. In this research, we easily designed the moisture measurement system using the open-source based Arduino, and monitored moisture fluctuations and weight profiles in the real-time without the effect of external environment. Concretely the temperature-humidity and load cell sensors were packaged into a drying oven and the various change values were measured, and their sensors capable to operate 60℃ and 80℃ were selected to suitable for the moisture sensitive materials and the food dry. And also the performance safety using the organic samples of banana, pear, sawdust could be secured because the changes of evaporation rate as the dry time and temperature, and the measurement values of load cell appeared stable response characteristics through repeated experiments. Hereafter we judge that the reliability can be improved increasingly through the expansion of temperature-humidity range and the comparative analysis with CFD(Computational Fluid Dynamics) program.

• Journal of Venture Innovation
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• v.6 no.3
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• pp.131-148
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• 2023

This study analyzed the effect of marketing ability of SMEs using online export marketing on market performance. Small and medium-sized enterprises (SMEs) are making efforts to expand their markets from the domestic market to the overseas market and increase sales. We studied the factors that can produce results in the fiercely competitive overseas market. A total of 400 export SMEs were surveyed, and 159 companies directly participating in online export marketing were selected as final targets. The survey was analyzed using SMART PLS 4.0 and SPSS 26.0 statistical programs, and research hypotheses were verified. The results of the study are as follows. First, it was found that the marketing ability of SMEs had a positive (+) effect on online export marketing. Second, it was confirmed that online export marketing had a significant positive (+) effect on market performance through its mediating role. In addition, the intensity of competition in the export market was found to have a moderating effect in online export marketing. The implications of this study are as follows. The theoretical basis was established that the marketing capabilities (product development capability, distribution capability, pricing capability, public relations capability) of exporting SMEs have a positive effect on overseas market performance through online export marketing. In the market, the use of online export marketing by SMEs can provide implications in that it can be an important means for overseas market development and performance. As a result, it is necessary to actively utilize online export marketing for SMEs to enter overseas markets and achieve results.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.2
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• pp.113-126
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• 2023

In this study, a total of two hypotheses were established and tested to find out how entrepreneurship in manufacturing SMEs affects organizational effectiveness through technological innovation. The key results of this paper are as follows. First, it was confirmed that innovativeness, a component of entrepreneurship, did not affect organizational commitment, but it did affect job satisfaction. On the other hand, it was confirmed that proactiveness and risk-taking did not affect both job satisfaction and organizational commitment. Second, process innovation played a mediating role in the relationship between innovativeness and job satisfaction, proactiveness and job satisfaction, and proactiveness and organizational commitment. However, it was confirmed that product innovation did not play a mediating role at all in the relationship between the components of entrepreneurship and the components of organizational effectiveness. This study provided academic and practical implications by identifying the antecedent factors that affect the organizational effectiveness of manufacturing SMEs. From an academic point of view, previous studies did not differentiate by industry or mainly selected and studied sample subjects from industries such as IT, hotel, service, and tourism. However, this study investigated how entrepreneurship affects organizational effectiveness through technological innovation targeting manufacturing SMEs, and provides the research results. In addition, from a practical point of view, manufacturing SMEs need to make efforts to improve workers' proactiveness, innovativeness, and process innovation capabilities in order to improve workers' job satisfaction and organizational commitment.

• Information Systems Review
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• v.23 no.1
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• pp.45-68
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• 2021

As the influence of online reviews on consumer decision-making increases, concerns about review manipulation are also increasing. Fake reviews or review manipulations are emerging as an important problem by posting untrue reviews in order to increase sales volume, causing the consumer's reverse choice, and acting at a high cost to the society as a whole. Most of the related prior studies have focused on predicting review manipulation through data mining methods, and research from a consumer perspective is insufficient. However, since the possibility of manipulation of reviews perceived by consumers can affect the usefulness of reviews, it can provide important implications for online word-of-mouth management regardless of whether it is false or not. Therefore, in this study, we analyzed whether there is a difference between the review evaluated by the consumer as being manipulated and the general review, and verified whether the manipulated review negatively affects the review usefulness. For empirical analysis, 34,711 online book reviews on the LibraryThing website were analyzed using multilevel logistic regression analysis and Poisson regression analysis. As a result of the analysis, it was found that there were differences in product level, reviewer level, and review level factors between reviews that consumers perceived as being manipulated and reviews that were not. In addition, manipulated reviews have been shown to negatively affect review usefulness.

• Information Systems Review
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• v.22 no.3
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• pp.143-156
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• 2020

Price promotion is one of the most frequently marketing strategies with a long history. According to various studies, the effect of price promotion is controversial. Some studies have argued that price promotion has a positive effect, while others have found that it has no effect or rather has a negative effect. This study aims to examine the effect of price promotion in a subscription-based service. First, we check the effect of price promotion on the repurchase of the consumer. And we investigate how this effect varies depending on the characteristics of the consumer. Using the data from one of the music streaming service in South Korea, the effect of consumers' price promotion experience, demographic characteristics, and behavioral characteristics on their repurchase is analyzed through logistic regression analysis. As a result of the study, it is found that consumers' experience of price promotion has a positive effect on repurchase. In addition, the positive effect of price promotion is relatively greater in younger and female consumers. This study has implications in that it not only confirmed the positive effect of price promotion in a subscription-based environment but also empirically confirmed that the characteristics of consumers should be considered when performing price promotion.

• Journal of Food Hygiene and Safety
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• v.39 no.2
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• pp.83-94
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• 2024

The proportion of plant-based meat alternative (PBMA) consumers has recently increased in Korea. This is due to several reasons including protecting the environment, satisfying preferences, maintaining health, and improving eating habits. Accordingly, many companies produce and sell alternative meat using various materials. Alternative meats are classified into plant (such as soybeans and wheat), seaweed, insect, and cultured meats, depending on the raw materials used in manufacturing. PBMA is sold after undergoing processes such as grinding, seasoning, and molding. Therefore, monitoring the presence of any hazardous elements during this process is essential. Accordingly, in this study, we analyzed the harmful components of nine domestically distributed PBMA that are most easily accessible to consumers. After extracting fat from the samples and analyzing the rancidity level, samples F, G, and I were highly rancid. Trace amounts of aflatoxin were detected in samples A and B, but confirmed to be within the range. Cd and Pb were not detected in any sample. We hope that this study will help establish methods to ensure the safety of domestically sold PBMA.