• 한국벤처창업학회:학술대회논문집
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• 2020.06a
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• pp.155-160
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• 2020

본 연구는 농업경영체 종사자를 대상으로 SNS 활용을 조절변수로 하여 내부마케팅요인이 기업성과에 미치는 영향에 관하여 분석하였다. 내부마케팅요인을 교육훈련, 커뮤니케이션으로 및 보상시스템으로 구분하고 기업성과를 재무적성과와 비재무적성과의 하위변수로 설정하였다. 농업경영체 종사자들로부터 수집한 설문지 349부를 실증분석에 사용하였다. SPSS v22.0과 Process macro v3.4를 사용한 분석결과는 첫째, 커뮤니케이션과 보상시스템은 재무적성과에 유의한 영향을 미치고 교육훈련은 재무적성과에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 커뮤니케이션은 비재무적성과에 유의한 영향을 미치며 교육훈련은 비재무적성과에 부(-)의 유의한 영향을 미치고 보상시스템은 비재무적성과에 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, SNS 활용은 내부 마케팅요인과 재무적성과 간의 관계를 유의하게 조절하는 것으로 나타났다. 넷째, SNS 활용은 내부마케팅요인과 비재무적성과 간의 관계를 유의하게 조절하는 것으로 나타났다. 본 연구는 농업경영체의 성과에 영향을 미치는 내부마케팅요인을 발굴했다는 의의를 가진다. 후속 연구로는 매개변수의 발굴로 형성된 매개모형에 대한 연구와 추가로 매개변수가 도입된 조건부과정 모형을 통한 조절된 매개분석을 위한 연구가 필요할 것으로 보인다.

• The Journal of the Korea institute of electronic communication sciences
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• v.18 no.5
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• pp.885-894
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• 2023

This study investigates and analyzes various marketing models that can overcome the economic challenges and resource scarcity faced by solo entrepreneurs. Previous research primarily focused on the integrated marketing communication (IMC) model, resulting in a lack of comprehensive discussion. In this study, we emphasized the IT content marketing communication model, considering a holistic analysis and the changing roles over time. As a result, we were able to propose a new strategic approach by integrating the ICM community model into a convergent value chain, improving the IMC model and promoting brand growth and online presence enhancement. This has laid the foundation for effectively increasing brand awareness and provided specific guidelines to support the sustained growth of solo entrepreneurship.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.373-384
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• 2020

This study analyzed the 2017 human capital corporate panel data provided by the Korea research institute for vocational education. We examined the mediating effect of ambidexterity innovation on the relationship between employee training and organizational commitment. In addition, we examined the moderating effect of organizational communication between employee training and ambidexterity innovation. The hypothesis test results are as follows. Hypothesis1. Ambidexterity innovation has been shown to partially mediate the relationship between employee training and organizational commitment. Thus, Hypothesis1 was partially supported. Hypothesis2. Organizational communication has been shown to play a positive moderating role in the relationship between employee training and ambidexterity innovation. Thus, hypothesis2 was supported. Based on the empirical results, we suggest implications for academia and practical avenues.

• Culinary science and hospitality research
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• v.22 no.4
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• pp.277-287
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• 2016

This research was conducted over four weeks from April 1, 2016 until April 30. Data collection was of responses from customers who a self-targeting customers who have visited more than 10 eating out establishments in downtown Seoul. First, a regression analysis was conducted to analyze the effect of activity of the food service industry marketing communications on customer satisfaction. First, advertising, B=0.107 (p<.001), convenient, B=0.093 (p<.05), social B=0.294 (p<.01), PR B=0.334 (p<.001), sales promotion B=0.542 (p<.001), personnel sales each had a significant positive influence (+) on customer satisfaction B=0.111 (p<.01). Secondly, menu selection catering property between marketing communications and customer satisfaction analysis of the impact of human Sales were significantly positive (+) Publicity Department had the effect of (-). In addition, advertising and sales promotion did not have any moderating effect.

• Digital Contents
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• no.11 s.150
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• pp.24-25
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• 2005

유비쿼터스업무환경을구축하고자하는노력들이진행되면서전자문서기반의커뮤니케이션의중요성이강조되고있다. 유비쿼터스기술 이 우리 사회에 실질적인 효과를 낼 수 있으려면 이것을 사용하는 인간을 위한 기술로 발전돼야 한다. 전자문서는 이를 활용하는 인간의 필 요에의해만들어져, 인간의활용을통해서효과를내는진정한인간중심의기술발전모델이다.

• 한국IT서비스학회:학술대회논문집
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• 2008.05a
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• pp.299-304
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• 2008

이메일은 다른 커뮤니케이션 채널에 비해서 비용이 저렴하며 고객에게 신속하게 접근할 수 있으며 고객과의 쌍방향 커뮤니케이션을 가능하게 하기 때문에 기존 고객 유지와 신규고객 확보 및 신상품 홍보 그리고 판촉활동에 활용되고 있다. 본 연구에서는 이메일마케팅의 특징, 주요 광고매체간 특성 및 타겟마케팅의 채널을 비교하였으며 실증적 사례로 국내 A은행에서 신용카드 회원을 대상으로 실행하였던 이메일마케팅 결과를 분석하여 이메일 개봉율, 반응율 및 이메일마케팅별 순증 이용금액을 분석하였으며 특정 이메일마케팅을 선정하여 프로모션 대상 회원과 반응회원의 특성을 살펴보았다. 본 연구는 실증연구를 토대로 이메일 채널의 효과 제고방안을 제시하고자 한다.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.357-358
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• 2019

최근 스마트폰이 대중화되면서 SNS에서 아이콘의 사용성은 점점 높아지고 있다. SNS 아이콘은 다양하게 진화되고 있으나, 동일한 의미를 제공하지 못한 채 혼란을 일으키고 있는 실정이다. 따라서 아이콘의 커뮤니케이션 의미에 따른 유형을 분류 제시하고 이러한 현 사용의 문제점을 발견하는 것이 본 연구의 목적이다. SNS에서 아이콘은 강한 의사전달력이란 속성을 가지고 그 역할이 중요하게 부각되고 있으나 효과적으로 의미를 전달하지 못하는 부분의 문제점을 해결하고자, 다양한 SNS에서 같은 의미에 다른 표현 방식의 아이콘을 추출한 후, 설문조사와 인터뷰를 통해 어떤 아이콘이 가장 효과적으로 의미 전달을 할 수 있는지 고찰해 보았다. 그 결과, SNS에서 사용되는 아이콘은 보편적, 중의적, 상충적, 브랜드 4가지 유형으로 요약되었으며, 두세 가지 유형으로 공통으로 속하는 아이콘도 있었다. 본 연구결과 아이콘의 디자인 시 아이콘 유형이 표준화에 대한 추가 연구 필요성을 제안한다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.2
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• pp.209-220
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• 2020

This study aimed to analyze characteristics of banker's personality who were engaged in five commercial banks (KB Kookmin Bank, Shinhan Bank, Woori Bank, KEB Hana Bank and NH Nonghyup Bank) with Big5 personality traits and also, investigate the influence of personality traits on entrepreneurial intention and digital media utilization capability, especially based on preceding research. Also, it analyzed mediated effect of digital media capability between Big5 personality traits and entrepreneurial intention. First, the analysis results of the influence of Big5 personality traits on the entrepreneurial intention showed that extroversion, openness had positive impact on the entrepreneurial intention but sincerity had negative impact on the entrepreneurial intention. Second, the friendliness, sincerity, openness had positive impact on contents utilization capability while openness had positive impact on the communication utilization capability. Third, the influence of communication utilization capability on the entrepreneurial intention was positive. Fourth, the mediated effect of digital media capability between Big5 personality traits and entrepreneurial intention discovered that the communication utilization capability mediated the openness and entrepreneurial intention. It's required to look for the bankers with extroversion, openness that positively influenced entrepreneurial intention and carry out systematic, practical entrepreneurship education to help set up actual business after retirement. This study successfully derive conclusion that it's in urgent need to improve entrepreneurship education program so that the bankers could strengthen their communication utilization capability and improve their capability to gather various information through entrepreneurship education and furthermore, create new value followed by starting their own business.

• Review of Culture and Economy
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• v.21 no.3
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• pp.31-58
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• 2018

In this study, we empirically investigated the antecedents of crowdfunding success in the arts and cultural field using the case of Tumblbug in Korea. We collected data on 494 projects listed on Tumblebug in the arts and culture category that includes feature film, documentary, short film, animation, and Web series, as of June 2018. We analyzed the factors associated with the final amount raised via crowdfunding on Tumblbug using the hierarchical regression method. We find that the social capital accumulated by a focal entrepreneur (i.e., the proposer/designer of a focal project) through prior participation in other related projects and social communication activities carried out during the funding period, respectively, have positive effects on the final amount raised. More interestingly, we also find that the intensity of social communication plays a central role in the funding success of arts and culture-related projects by supplementing the lack of the entrepreneur's social capital and the reward features including a given project.

• Journal of the Korea Convergence Society
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• v.12 no.4
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• pp.113-123
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• 2021

This study involves an experiment aimed to reveal the communicative effects by different types of visual expressions in SNS advertisements. This study analyzes consumers' dynamic responses to vicarious emotional experiences and the creative rhetorical expressions of networking media platforms through experiments that sample university students. The vicarious emotional experiences of networking media platforms have a significant effect on the consumers' subsequent reactions. The greater the vicarious emotional experiences are, the more positive this effect is. There is a significant interactive effect between consumers' vicarious emotional experiences and the rhetorical creative types of targeted media.