• 한국벤처창업학회:학술대회논문집
• /
• 2017.08a
• /
• pp.49-54
• /
• 2017

웹 기술의 발전과 스마트폰 이용자 수의 증가는 소비자와 기업 간의 관계를 혁신적으로 변화시키고 있다. 기업이나 공공기관들은 고객들과 커뮤니케이션 효과를 극대화 하기 위해 새로운 크로스미디어 플랫폼으로 등장한 소셜미디어를 적극적으로 활용하고 있다. 블로그, 페이스북, 인스타그램 등 더욱 다양하지고 변화의 속도가 빨라지는 소셜미디어 트렌드 속에서 기업들은 채널의 특성에 따라 어떠한 콘텐츠가 소비자에게 만족과 구매에 중요한 영향을 미치는지 체계적인 분석과 운영전략이 필요한 실정이다. 본 연구에서는 기업 마케팅의 활용 관점에서 블로그와 SNS 채널 특징에 따라 콘텐츠 유형의 만족도를 비교 분석하고, 이용자의 개인 특성에 따라 채널별로 어떠한 차이가 있는지에 관한 전략적 틀과 시사점을 제시하고자 한다. 이를 위해 소비자와 판매자 간의 커뮤니케이션 방법에 따라 소셜미디어 콘텐츠를 홍보성, 정보성, 소통성 유형으로 구분하여 블로그 페이스북, 인스타그램의 소셜미디어 채널별로 소비자 만족도를 조사하고자 한다. 또한, 인터넷 이용자의 개인 특성에 따라 선호하는 SNS 콘텐츠 유형이 다를 수 있음에 착안하여 SNS를 이용하는 사용자의 특성을 네 가지 형태로 분류하고 특성에 따른 만족도의 영향관계를 분석하였다. 본 연구 결과를 통해 다양한 소셜미디어 채널을 활용하고자 하는 기업들에게 효율적인 SNS 마케팅 전략구축 방안과 인터넷 이용자 특성을 고려한 콘텐츠 활용 방안에 대한 시사점을 제시하였다.

• Journal of Information Management
• /
• v.36 no.1
• /
• pp.1-32
• /
• 2005

The scholarly communication crisis is not a journals crisis, but rather a broader crisis in information communications. It is the loss of access to the scholarly research literature, as the rising cost of STM journal subscriptions far out-strip academic library budgets. Now, the open access as alternatives to traditional journal subscription model are emerging for STM scholarly information. There are basically three forms for OA strategies : Open Access Journals(OAJ), Author Self Archiving(ASA), Academic Institutional Repositories(AIR). This paper describes the current trends and analyses potentially serious limitations and obstacles or various issues of the OA strategies, including the notion of scholarly information as a public good, myths of free access, author pay model, holder of copyright, etc.

• Journal of the Korea Convergence Society
• /
• v.11 no.9
• /
• pp.99-107
• /
• 2020

The new characteristic of Millennial High-Tech Media is breaking the existing standardized creative grammar. The destructive form of high-tech media is differently accommodated according to the consumer's tendency or characteristics. The purpose of this study is to explore guidelines for effective creative strategy creation of high-tech media. In consumer psychology, consumer innovation is a key factor in evaluating the creativeness of high-tech media. The results of finding out the effect of persuasive communication on consumer innovation and advertising creative type are as follows. Informative(image) creative type showed higher attitude toward advertisement, brand attitude, purchase intention, and prior intention to consumers with high innovation than consumers with low innovation.

• Journal of Korea Entertainment Industry Association
• /
• v.13 no.8
• /
• pp.281-290
• /
• 2019

The purpose of this study was to examine how musical advertising communication affects the viewing attitude, the intention to see, and the revisit intention of musical audiences. The results of the study were as follows. First, as a result of examining the influence of musical advertising viewing attitudes on musical performances, the familiarity of musical performance brand and advertising novelty of advertising communications had positive effects on musical performances. On the other hand, the message complexity did not have a significant effect on the musical performance. Second, the attitude toward the musical performance had a positive influence on the intention to see the musical performance. Third, the intention to see a musical performance had a positive effect on the intention to revisit the musical performance. The result of this study is expected to be able to suggest communication methods and strategies along with useful implications for enhancing the communication effect on the audience of musical contents in the future.

• Digital Contents
• /
• no.12 s.115
• /
• pp.74-81
• /
• 2002

인터넷 서비스의 대명사로 자리잡은 '포탈'이 '제5의 권력'으로 부상하고 있다. '한메일' 서비스로 성장한 다음커뮤니케이션, 검색 사이트 '네이버'로 성장한 NHN, 그리고 야후!코리아 등 TOP3는 각사의 장점을 살리며 영향력을 강화해 나가고 있다. 이제 더 이상 이들 포탈은 정보를 얻을 수 있었던 '인터넷 사이트'에 머물지 않는다. 다음커뮤니케이션, NHN(구 네이버), 야후!코리아 TOP3 포탈사이트의 누적 체류시간 비중이 2000년 11월 55%에서 2002년 5월 65%로 증가하면서 상위 사업자군의 이용시간 지배력이 강화되고 있다. 업계 최고의 인지도를 자랑하는 다음, 최고의 수익률을 자랑하는 NHN, 그리고 3위 자리를 내놓지 않고 승승장구하고 있는 야후!코리아. 한국의 대표적인 인터넷 기업의 현재 서비스와 향후 전략을 비교했다.

• Journal of Industrial Convergence
• /
• v.16 no.4
• /
• pp.9-17
• /
• 2018

Chinese Time-honored Brand is a treasure of China's industry and commerce. It is built by several generations of people with sweat and has a very profound historical and cultural heritage. When it comes to time-honored brands, each brand is quite famous. However, with the rapid development of economic globalization and the huge change of marketing environment, the survival and development of the Chinese time-honored brand have been challenged and impacted. In order to explore the Chinese time-honored brand further, this article analyzes the existing problems of brand communication and puts forward the effective resolution strategies through elaborating the current situation of Chinese time-honored brand from the perspective of brand communication.

• Journal of Korea Game Society
• /
• v.21 no.6
• /
• pp.3-12
• /
• 2021

In this study, we verified the relationship of major variables that affect brand awareness, brand image and brand loyalty in the game industry. Six hypotheses for five variables were established and tested using K-BPI data. Distribution accessibility had the only significant effects on brand awareness, whereas marketing communication and distribution accessibility had significant effects on brand image. Only the brand image had a significant effect on brand loyalty. Brand communication to improve brand image and distribution to promote experiential marketing seem to be important.

• Journal of Science Education
• /
• v.36 no.1
• /
• pp.56-68
• /
• 2012

The purpose of this study is to utilize science TV program 'Science TV' among science communication that plays important role in the popularization of science as science communication materials. I apply it at early morning classes on elementary school students and analysis the responses of students to science communication activity. In order to achieve this goal, the review on preliminary studies and relevant documents were carried out and program called 'The aroma of science encountered in the forest of science' as the contents of daily life-centered theme that can be easily understood by students in elementary school was selected. Moreover, themes of total 15 episodes were determined by analyzing their contents. The materials were applied to science communication activity targeting 1 class with 21 students in second grade of elementary school. The survey on the responses toward the activity was conducted after the activity. The result of analyzing the survey, students displayed positive response toward science communication activity utilizing 'Science TV'. The result of the activity analysis and survey analysis after the activity displayed that students passionately participated in science communication activity utilizing 'Science TV' in early morning classes on elementary school. Also, students displayed positive response toward science communication activity utilizing 'Science TV' such as the increase in the understanding of science, and others.

• The Journal of the Korea Contents Association
• /
• v.20 no.6
• /
• pp.326-341
• /
• 2020

Based on theoretical background of Situational Theory of Problem Solving(STOPS), we have examined the role of STOPS variables on a group of online public in their issue recognition and communicative behavior on Korea's nationwide civil boycott movement of Japanese goods. Results from 524 survey cases from a Korea's major online community show that two independent variables(Problem Recognition, Referent Criterion) revealed positive in their effect on mediating variable(Situational Motivation in Problem Solving). Situational Motivation also revealed positive in its effect on six dependent variables(Information Forefending, Information Permitting, Information Forwarding, Information Sharing, Information Seeking, Information Attending) of Communicative Behavior. Involvement Recognition and Constraint Recognition revealed positive without proper statistical significance. As a result, study on the case of online public in Korea supports STOPS theory as high-level of Problem Recognition and Referent Criterion effects on Communicative Behavior in positive way via Situational Motivation. Implications from the findings have discussed and proposed suggestions for government public relations and further studies.

• Journal of Digital Convergence
• /
• v.10 no.8
• /
• pp.81-90
• /
• 2012

This study is to establish the effects on B2B(Business-to-Business) industrial product market of the Marketing Communication which used in B2C(Business-to-Customer) has influences on Trust and Trust has influences on Long-Term Orientation through survey targeting 177 wholesale and retail dealers of Air-Tool distribution. Accordance with these conclusions, The Trust that the customer felt for Supplier was a positive influence on Long-Term Orientation. Also advertising of marketing communication is useful for increasing the Trust. Thus, to increase Long-Term Orientation on B2B, supplier needs to increase Trust and to find another marketing communication factors increased Trust is needed.