• The Journal of Bigdata
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• v.2 no.1
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• pp.27-39
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• 2017

The importance of online communication is getting increased by the rapid growth of smartphone supply and Social Network Service (SNS) use. Catching up with the trend, firms are actively use SNS to improve brand image, promote products, and communicate with customer. On the one hand, SNS is the channel for firms' marketing activities, but on the other, it is also the channel where the events related to the firms propagate in real time. Firms are led to unexpected state of crisis, when events are quickly spread out on SNS. Then firms are assessed their image by the way they deal with the state of crisis. This paper proposes to figure out user response on SNS according to each crisis response strategies by analyzing event-related twitter data when crisis situations of firms arise. We classify crisis response strategies into response attitude, defensive and accommodative response, and response speed, fast and slow response. This paper suggests optimal crisis response strategy to firms regarding state of crisis propagated on SNS.

• Journal of Digital Convergence
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• v.17 no.2
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• pp.113-125
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• 2019

Mobile social commerce is one of the fastest growing distribution channels in recent years. Therefore, it is important to understand customer's buying behavior in mobile social commerce in order to continuously grow in the competitive mobile social commerce market. To achieve the purpose of this study is to investigate how impulsive buying behaviors are applied in mobile shopping and how factors affect impulse purchasing in online shopping. In order to verify the hypothesis, we surveyed the customers who have experiences of using mobile social commerce and analyzed 280 valid data by Smart PLS 3.0. As a result, it was confirmed that consumers' innovation and purchasing experience influenced impulse purchase in mobile social commerce, and scarcity messages among information attributes affect impulse buying. Through this study, impulsive buying behavior which is a frequently analyzed variable in an online shopping context will be extended to the mobile shopping context. and it will provide practical implications for customer strategy establishment in mobile social commerce market.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.197-199
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• 2016

In this paper, we investigate a market equilibrium in multi-channel sharing cognitive radio networks (CRNs): it is assumed that every subchannel is orthogonally licensed to a single primary user (PU), and can be shared with multiple secondary users (SUs). We model this sharing as a spectrum market where PUs offer SUs their subchannels with limiting the interference from SUs; the SUs purchase the right to transmit over the subchannels while observing the interference limits set by the PUs and their budget constraints. The utility function of SU is defined as least achievable transmission rate, and that of PU is given by the net profit. We define a market equilibrium in the context of extended Fisher model, and show that the equilibrium is yielded by solving an optimization problem, Eisenberg-Gale convex program.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.175-184
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• 2022

Travel YouTubers who cross the boundary between tradition and novelty communicate by sharing their activities with others through SNS-based media. Media content should not only satisfy individuals, nor should it be too purpose-oriented. YouTube channels should be operated so that users can easily access content naturally, and more diverse methods can be pursued based on usage patterns and satisfaction theory. This study is about the type of perception of Generation Z on travel YouTube titles. As a result of conducting QUANL program analysis on 34 Q samples and 28 P samples from the Q methodological perspective, a total of three types were found. For types with unique characteristics, the first type was named "attention of keywords that draw imagination," the second type was "preferred to stories that stimulate curiosity," and the third type was "image satisfaction reflecting expectations." In addition, considering the characteristics of each type found, the scalability and strategic plan of the activities that Generation Z travel YouTubers want to unfold were presented.

• Information Systems Review
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• v.17 no.2
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• pp.193-218
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• 2015

The purpose of this study is to investigate the effects of closed-type SNS use (i.e., Naver Band) on the perception and behavior of the Korean Army soldiers. In contrast to open-type SNS (e.g., Facebook or Twitter), Naver Band is an online communication service system mostly based on confined offline social network. Therefore, it increases communication between acquaintances who have previously formed relationships. Although the Korean Army recently began to use Naver Band as a method of communication between soldiers, their parents/acquaintance, and Army commanders (or leaders), little research has been done about how this use directly affects army soldiers. Hence, applying the motivation opportunity ability theory of behavior, this study examines how enjoyment (Motivational factor), social ties (Opportunity factor), and social intelligence (Ability factor) affect soldiers' belongingness to their organization and organizational citizenship behavior (OCB). We also hypothesize that army soldiers' belongingness and OCB may enhance their individual performance. Survey results show that enjoyment, social ties, and social intelligence increase army soldiers' belongingness, which leads to OCB. Also, enhanced OCB increases individual performance. However, the effect of enjoyment and social ties on soldiers' OCB is non-significant and soldiers' belongingness does not have influence on individual performance. Theoretical and practical implications are presented.

• Archives of design research
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• v.18 no.4 s.62
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• pp.53-64
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• 2005

The emergence of new communication media, digital, is something of a wonder, as well as a cultural tension. The industrial technologies that dramatically expand human abilities are being developed much faster than the speed of adaptation by humans. Without an exception, it creates new contents and form of the culture by shaking the very foundation of the notion about human beings. Korean broadcasting environment has stepped into the era of multi-media, multi-channel as the digital technology separated the media into network, cable, satellite and internet. In this digital culture, broadcasting, as a medium of information delivering and communication, has bigger influence than ever. Such changes in broadcasting environment turned the TV viewers into new consumers who participate and play the main role in active communication by choosing and using the media. This study is trying to systemize the question about the core identity of broadcasting through brand as the consumers stand in the center of broadcasting with the power to select channel. The story schema theory can be applied as a cognitive psychological tool to approach the active consumers in order to explain the cognitive processes that are related to information processing. It is a design with stories, which comes up as a case of a brand's story telling. The range of this study covers the current issue and educational programs in network TV during the period of May and August of year 2005. The cases of Korean and foreign programs were compared by the station each program is broadcasted. This study concludes that it is important to take the channel identity into the consideration in the brand strategy of each program. Especially, the leading programs of a station must not be treated as a separate program that has nothing to do with the station's identity. They must be treated to include the contents and form that builds the identity of the channel. Also, this study reconfirmed that building a brand of the anchor person can play as an important factor in the identity of the program's brand.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.95-103
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• 2022

This study aims to understand a gamer participatory mechanism by comparing Gamer Participation 1.0(Bartz Liberation War) and Gamer Participation 2.0(Truck Demonstration). The process of gamers' political participation is analyzed by applying the communication-mediated O-S-O-R model with the case of gamers' truck protests caused by probability items' issue. This study found out that changes in the social, technological, and discursive layers that constitute the gamer's communication ecology led to diversification of communication channels and changes in the perception of games. Gamers utilized the technological layer of the media environment that presupposes immediate mutual communication, expressed opinions on issues in the mobilization process, and shared the necessity of participation to derive collective mobilization. Through communication, gamers were able to participate in socio-political issues with high participation thresholds. This study is significant in that it discussed the gamers' democratic citizenship and role as issue publics. The study suggests that the need for theoretical and methodological expansion to analyze various participatory cases.

• Journal of the Korean Society of Floral Art and Design
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• no.41
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• pp.93-114
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• 2019

The purpose of this study is to analyze the characteristics and problems of the content of flower design education videos on YouTube and to search for improvement direction. The subjects of analysis were 129 pieces of videos uploaded in the last one year including 'craftman floral design' as a search term. The result shows that contents covered were practical lectures, theory lectures, test related tips, job and character introduction, test work, educational guidance and publicity. The production format could be divided into studio lecture, classroom lecture, video feature, interview, Vlog, and television program. The hub-type programming strategy that periodically uploads the videos satisfying the target audiences' interests is mostly applied. The type of lecture covered 'practical skill test' got a good response from the users. Overall, content diversity, interaction between creators and users, and harmonious programming strategies are lacking. In order to improve this, it is necessary for emotional and expressive creators to pioneer differentiated fields and practice based on actual field. The introduction of interactive elements such as games and quizzes and the application of new media technologies such as VR and AR are worth trying. Three strategic types of 'hero', 'hub', and 'how to' should be applied complementary. As the demand for education content related to flower design is expected to expand in the future, it is required to develop content that can be used in various platforms, foster professional creators, and develop associated business models.

• Journal of Popular Narrative
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• v.27 no.2
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• pp.107-142
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• 2021

Emergence of new media platform had changed relationship between the broadcaster and the viewer, which used to form 'performer-audience' structure. This research has focused on the transition of 'streamer-viewer' role in single-media broadcasting, such as Youtube or Twitch, and identify how they progress group storytelling as a team. Walter Benjam and Leslie Marmon Silko's notion of 'story and storyteller' and Erving Goffman's 'social role theory' was used to define participants' role in new media broadcasting. channel, on Youtube, was selected and analyzed as example case. The domain of 'front stage' was broadened in recorded contents comparing to live streaming. The audience of live streaming is included to the front stage during the expansion. The role of streamer, game participant, and live stream contents viewer is also adjusted during the change, which leads to group-creation of the contents. Streamer plays a role of main-storyteller and suggest identity of the community. Game participants work as sub-storyteller, filling in the blank space in game storytelling and making it sophisticated. They also perform based on community's identity, which streamer has built in advance. Lastly, live steam viewers are intermittent sub-storyteller, which seldom add up the narrative. Though, their main role is to preserve identity of game broadcasting community by reacting according to community's identity. As a result, the game broadcasting narrative is developed by combining and adding up pieces of story made in different level and role of participants. The research redefine the role of viewer and storytelling method in new media, especially in single-person broadcasting. Considering the rapid shift in recent media and contents, a new approach to the streamer-veiwer role and group storytelling of this research can be one of the new method to analyze contents produced in new media, such as Youtube.

• Journal of Intelligence and Information Systems
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• v.23 no.4
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• pp.77-110
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• 2017

Recently, the diversification and individualization of consumption patterns through the web and mobile devices based on the Internet have been rapid. As this happens, the efficient operation of the offline store, which is a traditional distribution channel, has become more important. In order to raise both the sales and profits of stores, stores need to supply and sell the most attractive products to consumers in a timely manner. However, there is a lack of research on which SKUs, out of many products, can increase sales probability and reduce inventory costs. In particular, if a company sells products through multiple in-store stores across multiple locations, it would be helpful to increase sales and profitability of stores if SKUs appealing to customers are recommended. In this study, the recommender system (recommender system such as collaborative filtering and hybrid filtering), which has been used for personalization recommendation, is suggested by SKU recommendation method of a store unit of a distribution company that handles a homogeneous brand through a plurality of sales stores by country and region. We calculated the similarity of each store by using the purchase data of each store's handling items, filtering the collaboration according to the sales history of each store by each SKU, and finally recommending the individual SKU to the store. In addition, the store is classified into four clusters through PCA (Principal Component Analysis) and cluster analysis (Clustering) using the store profile data. The recommendation system is implemented by the hybrid filtering method that applies the collaborative filtering in each cluster and measured the performance of both methods based on actual sales data. Most of the existing recommendation systems have been studied by recommending items such as movies and music to the users. In practice, industrial applications have also become popular. In the meantime, there has been little research on recommending SKUs for each store by applying these recommendation systems, which have been mainly dealt with in the field of personalization services, to the store units of distributors handling similar brands. If the recommendation method of the existing recommendation methodology was 'the individual field', this study expanded the scope of the store beyond the individual domain through a plurality of sales stores by country and region and dealt with the store unit of the distribution company handling the same brand SKU while suggesting a recommendation method. In addition, if the existing recommendation system is limited to online, it is recommended to apply the data mining technique to develop an algorithm suitable for expanding to the store area rather than expanding the utilization range offline and analyzing based on the existing individual. The significance of the results of this study is that the personalization recommendation algorithm is applied to a plurality of sales outlets handling the same brand. A meaningful result is derived and a concrete methodology that can be constructed and used as a system for actual companies is proposed. It is also meaningful that this is the first attempt to expand the research area of the academic field related to the existing recommendation system, which was focused on the personalization domain, to a sales store of a company handling the same brand. From 05 to 03 in 2014, the number of stores' sales volume of the top 100 SKUs are limited to 52 SKUs by collaborative filtering and the hybrid filtering method SKU recommended. We compared the performance of the two recommendation methods by totaling the sales results. The reason for comparing the two recommendation methods is that the recommendation method of this study is defined as the reference model in which offline collaborative filtering is applied to demonstrate higher performance than the existing recommendation method. The results of this model are compared with the Hybrid filtering method, which is a model that reflects the characteristics of the offline store view. The proposed method showed a higher performance than the existing recommendation method. The proposed method was proved by using actual sales data of large Korean apparel companies. In this study, we propose a method to extend the recommendation system of the individual level to the group level and to efficiently approach it. In addition to the theoretical framework, which is of great value.