• 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.18 no.11
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• pp.47-54
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• 2018

The purpose of this study is to explore a difference in crisis between media and parties. This research examined political crisis situation, crisis response, and media coverage using a case. Two main political parties in Korean faced the illegal fund raising case during the 16th presidential election. They used types of crisis response strategies for restoring or maintaining their reputation. This study found that a party's crisis response was consistent with news media, but another party's message was significantly different from news media. Such match or mismatch between a party and news media will influence on public evaluation toward a crisis response. This study has meaningful contribution in that the difference between an organizational crisis response message and news media coverage is significant.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.501-511
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• 2019

Messages to help people far away, such as International relief campaign, are heavily influenced by situational factors. In this light, the study examined whether the message characteristics (gain/loss framing) and the individual characteristics (previous attitude to helping activity) interact to affect the message attitude and behavioral intention. The study was conducted by an experiment involving 220 subjects. The analysis resulted in the significant interactions between gain/loss framing and pre-attitude by the same direction for message attitudes and behavioral intention. It was shown that gain framing worked more effectively for the relatively more friendly group towards helping activities than for the less friendly one. The same direction was shown in the loss framing, but its difference was smaller. The process of the interactions appeared as mediated by anticipated satisfaction. The practical and theoretical implications were discussed for proper planning of messages to help others.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.76-87
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• 2012

This study examined Korean and the U.S.A..'s television anti-smoking advertisements that were coined to discourage adults and teens smoking. A content analysis of 71 television advertisements listed in the "Smoking Guidance Program" operated by Korea Health Promotion Foundation. This study evaluated to detect whether the advertising content reflected core health communication theories such as health belief model, theory of reasoned action, and social cognitive theory used in the designing of anti-smoking ad message to change behavior and attitudes toward smoking unfavorably. The results showed that Korean anti-smoking ads mostly relied on social norm messages, followed by smoking attitude. The message of modeling and self-efficacy was least used; while, the U.S.A. ads focused more on modeling and self efficacy. This difference comes from the cultural difference. Namely, Korea focused more on collectivism rather than individualism. The anti-smoking ads of Korea and the U.S.A. most frequently adopted horror and humor rather than sadness, no appeal, and angry. The ads targeted more on adults rather than teens. The research identifies the types of advertisements that are most likely to utilized and underutilize in the Korea and U.S.A. anti-smoking ads and contribute to further understandings of anti-smoking ads theoretically.

• Smart Media Journal
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• v.12 no.7
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• pp.68-75
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• 2023

In this study, I would like to conduct a study on the design of chat UX between fandom and idol. The 1:多 form of message exposure method between idols and fandom was studied and the optimal exposure form and speed were tested. Based on the results of the experiment, 30 sentences were selected per second among various options, and based on this, the results were applied to the actual Universe platform to facilitate communication between idols and fans.

• Economic and Environmental Geology
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• v.41 no.2
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• pp.267-273
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• 2008

This study was carried out to seek communication programs of geo-technology R&D outcome. For this, the following questions were set. 1) How much portion do KIGAM as the main body of geo-technology R&D among articles reported by major newspapers? 2) What are strength, weakness, opportunity, and threat factors of geo-technology R&D outcome from the communication view point? 3) What is the communication tasks and the communication ways for them? In conclusion, the communication programs of geo-technology R&D outcome using SMTCR(Sender-Message-Tool-Channel-Receiver) model were suggested.

• The Journal of Korean Institute for Practical Engineering Education
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• v.2 no.2
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• pp.83-90
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• 2010

The purpose of this study was to investigate guidelines for instructional use of e-mail and the method in the present investigation was followed by an analysis of research literatures. This study suggests the following conclusions. First, instructors should use e-mail effectively to improve communication between an instructor and a learner or learners. Communication was essential to support a good instruction. Second, to use effectively e-mail in teaching and learning process, guidelines should followed by considering e-mail characteristics. These guidelines were as follows: (1) Spelling and grammar should be followed correctly. (2) Messages should be followed shortly and concisely. (3) Summaries should be stated in your first sentence. (4) Messages should be responded rapidly. (5) Messages should be responded kindly. (6) Sarcasm and humor should be used carefully.

• Journal of Intelligence and Information Systems
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• v.18 no.2
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• pp.107-130
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• 2012

In Twitter, a user can post a message below 140 characters on his/her account, and can also repost a message of other users who the user follows. The message posted by the user in turn can be seen and reposted by other users who follow the user, which is called Re-tweet (RT). While some messages spread widely, other messages have relatively less or no RT. What factors cause these quantity variances of RT originated from original messages? How can the messages become influential in online social networks? As an effort to answer the above questions, we focused on information vividness, message characteristics, and originator characteristics. In perspective of managerial implication, we expect that the findings of this paper will provide corporations with helpful insight on the Word-of-Mouth (WOM) effect for efficient and effective advertisements and communications when they send a message of new products or services through Social Network Services. In perspective of academic implication, we identify the effect of contents of a message on WOM, which has been dealt with by few social network researches.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.426-438
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• 2022

The current study explored the relative effects of reciprocal/empathic type on messages appealing to help patients with Lou Gehrig's disease and their family. By this, we attempted to examine the applicable scope of the reciprocal type, a way of appealing rationally in the delivery of helping messages. The focus was on the moderation of empathic concern trait, a representative altruistic personality. Conducted as the online experiment, empathic concern trait was measured in the first stage, and the helping messages presented each by reciprocal/empathic type were shown and evaluated in the second stage after about 7 days. The data of 134 people were finally analyzed, excluding insincere participants. As a result, the relative advantage of empathic type was shown, but it was only limited to the subject attitude. In the result of the interaction, the reciprocal type were as much or more influential as the empathic type for the individuals high in empathic concern trait.

• Proceedings of the Korea Multimedia Society Conference
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• 2003.11b
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• pp.703-706
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• 2003

최근 인터라넷 환경에서 특정 그룹내 사용자간의 커뮤니케이션을 위한 별도의 메시징 시스템이 요구되고 있다. 본 논문에서는 소프트웨어 공학의 개발 절차에 따라 비쥬얼 C++ 프로그래밍 언어와 마이크로소프트사의 액세스를 이용하여 윈도우 환경에서 특정 그룹 내 사용자의 커뮤니케이션을 위한 메시징 시스템을 설계하고 구현하였다. 이 시스템에서는 접근 제어를 위한 로그인, 메모 전달을 위한 쪽지 전달, 서로 메시지를 전달하는 대화, 파일을 송수신하는 파일 전송 모듈을 제공하고 있다.