• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.5
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• pp.29-34
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• 2023

Understanding individuals who consume content on OTT platforms is crucial for media operators and marketers due to the dominance of OTT services in the global media market. This study compared socio-demographic and personality characteristics of OTT non-users and users, and tested these characteristics impact on usage time of OTT services. Cross-sectional data from 9,686 respondents aged 13 and above that extracted from the 2022 Korean Media Panel Survey were analyzed, revealing significant differences between the groups in gender, age, education level, income level, employment status, openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism. Moreover, gender, age, education level, income level, employment status, conscientiousness, extraversion, and agreeableness influenced usage time of OTT service. The findings expected to be valuable data that media operators and marketing practitioners can refer to when formulating strategies that consider the characteristics of users.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.212-229
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• 2020

'Live + Sale' is actively promoted in China and 'Wang-Hong', also known as Chinese internet celebrities are dominating this format of marketing strategy recently. They introduce products to consumers through live broadcasts, promote online shopping, and frequently evoke impulsive buying. Under this context, it is worth focusing on what factors influence impulse buying during Wang-Hong's live broadcast. This study investigated the impact of Wang-Hong characteristics on impulse buying behavior when watching live sales. Also, the mediating role of flow experience and viewing satisfaction was explored. Furthermore, we expected that the different live broadcast circumstances could have a different impact on flow experience, viewing satisfaction, and impulse purchase. A total of 242 Chinese women who have experience of viewing live sales were recruited through a Chinese research platform. The results revealed that Wang-Hong's trustworthiness and attractiveness positively affected the viewer's impulse buying directly, and indirectly through flow experience and viewing satisfaction, whereas expertise did not have any impact on impulse purchase. However, there were no significant differences between the two live broadcast circumstances. This research can enhance understanding of the impulse buying process during Wang-Hong's live sale and help brands come up with effective influencer marketing strategies using live sales.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.555-566
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• 2015

Socially responsible activities done by the food-service companies increase corporate their competitiveness and can be used as a marketing strategy for the preparation for their future corporate image through positive word of consumer mouth. Food-service companies will lose competitiveness if they overlook socially responsible activities, which risks their long term sustainability. For one month, June 1 to June 30, 2014, after explaining the purpose and validity to staff and customers, the researcher asked them to complete a questionnaire via Self-administered Questionnaire Survey Method and gathered it.532 questionnaires out of 540 were returned and, excluding 22 insincerely replied questionnaires, 510 questionnaires were used for empirical analysis of the research material. he summary analysis for the research hypotheses are as follows :First, socially responsible activities(economic, charity and environmnetal responsibility) had a positive(+) effect on corporate image. Second, socially responsible activities had a positive(+) effect on long-term orientation. Third, socially responsible activities had a positive (+) effect on word of mouth. This study is worthwhile because it empirically confirms that food-service companies carry out socially responsible activities. his study confirms that socially responsible activities and business operations that fulfill this responsibility can be used as a marketing strategy, which reveals consumers' value of social responsibility.

• The Journal of the Korea Contents Association
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• v.17 no.6
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• pp.452-469
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• 2017

The purpose of this study is to examine consumer's cognitive, affective and behavioral responses to in-store's servicescapes in restaurant by confirming the effect of service environment factors such as ambient, layout, interior and auditory on perceived service quality and image as cognitive responses, and the effect of perceived service quality and image on affective satisfaction as affective response, and the effect of affective satisfaction on repurchase intention as a behavioral responses. To this end, the research hypothesis was verified by structural equation model analysis using SPSS 21.0 and AMOS 20.0 statistical packages. The results of study are as follows. First, ambient environment, interior environment and auditory environment had significant influence on perceived service quality, but interior environment had no effect. Second, ambient environment and layout environment had a significant influence on the image, while the interior environment and auditory environment had no effect. Third, perceived service quality had a significant effect on emotional satisfaction, but had no effect on image and repurchase intention. Finally, image had a significant effect on emotional satisfaction and repurchase intention. Therefore, the marketing manager of the restaurant will need to plan and implement a service marketing strategy that will increase consumers' visit by enhance the perceived service quality level by improving ambient environment, layout environment and auditory environment, and increase image by improving ambient environment and layout environment.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.220-232
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• 2010

Companies have been difficult to capture the minds of consumers by staying in the sales phase in order to sell products. The marketing and brand management strategies of more understanding consumers and systematically managing for the perception of them are becoming important. Since launched, EXR has implemented a systematic brand management process from its early stage. Based on the idea of 'brand asset by customer' by Kevin Lane Keller that the total of consumer brand knowledge ultimately completes the company brand power, 'brand asset', to satisfy areas of 'functionality' and 'design', EXR pioneered its ultimate brand asset which is 'CAPORTS' and established its own identity called, 'PROGRESSIVE'. For the success of a brand management, there must be a clear vision supported by the determination of a specific brand identity. Also, it needs to be shared by members of the organization, and to maintain and manage it in the long run, an integrated management strategy is essential. On the basis of such identity, EXR was able to carry out the integrated management for its brand and the overall implementation of the marketing strategy. Therefore, In this study, we seek for a sustainable brand management strategy of fashion brand by looking into the process of the EXR's brand establishment.

• The Journal of the Korea Contents Association
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• v.10 no.9
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• pp.455-468
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• 2010

The purpose of this study is to understand how and what kind of service quality impacts value of membership and customer satisfaction, and to analyze how value of membership and customer satisfaction influence on customer loyalty in order to apply the results of this study to the management level of individual companies. The valuable outcomes of the survey were 485 as a result of excluding both no response and non-trustful answers. The previous used questions of other researchers were modified and used in this study, and both SPSS 12.0 and AMOS 7.0 were in use as analytical softwares In this study, service quality of golf resort positively impacts membership's value, and service quality influences upon customer satisfaction in a positive way. The value of service quality heavily impacts customer satisfaction, and customer satisfaction positively influences upon customer loyalty. On the other hand, it is hardly find a remark between value of loyalty and customer's satisfaction.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.503-517
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• 2017

After a few recent documentary films had commercial success, factors for their success are getting attention. This paper explores the factors of the financial success of two documentary films. "My Love, Don't Cross That River" gained extended popularity with its universal message, and "Two Doors" conveyed a poweful political message. This paper conducted a case study by inteviewing production directors and distribution managers. Analysis was based on the three categories suggested by Litman and Kohl(1989): creative sphere, distribution-scheduling release pattern, and marketing efforts. Findings present the common factors of the two movies' success in the following areas: persons and events showing a powerful reality, a message with new and fresh insight, artistic quality, distribution strategy with timely scheduling, release time (period), public relations, and advertising.. In addition, "My Love, Don't Cross That River" was helped by a sufficient budget for scheduling/releasing and advertising. Its wide-release stratergy worked as well. "Two Doors" was aided by the government support for release and by the special factor called 'Participating viewer'. By examining the factors of documentary films' commercial success, this study has an implication for the popularization of documentary movies by indicating how to strategically apply relevant factors.

• The Journal of the Korea Contents Association
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• v.12 no.4
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• pp.407-416
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• 2012

The primary purpose of this paper is to identify the development of education and training for the human resource development in the view of technology management. For this purpose, a research is developed based on the relevant literature reviews and empirical studies. Data have been collected from 110 firms in Daejeon city and tested by the frequency analysis and various statistical methods. The results of this empirical studies are summarized as follows. We classified in company competitive power as innovators, leading chasers and late chasers. The innovators, leading chasers and late chasers demanded the management of technology. They also demanded the middle manager, the CEO and R&D researchers as a important position in this demanding of the management of technology and its human resources of the market and technologies. Department of marketing and the executives and staff members find it important. We departmentalized the management of technology with the Daejeon region's strategic industries. Information technology(IT) industries thought that the middle manager, CEO and R&D department were important. Bio-industries thought that the CEO and the middle manager and R&D department were important. The high-tech parts materials industries thought that the middle manager, R&D department and marketing department considered as important.

• The Journal of the Korea Contents Association
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• v.9 no.8
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• pp.324-332
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• 2009

It a very important part to keep a good relationship with supporters to promote the activities smoothly in non-profit-making organizations. The donation, a financial source of non-profit-making organizations, and the volunteer activities of supporters are also born from the identity with the supportive organizations. This research is a study about the relationship sustainability with supporters and supportive organizations, which is practiced with the variables of image, service quality, ethics, activity, satisfaction, trust, and intent of sustaining their support of supportive organizations. This research aims at making the model of relationship-sustaining intent of supporters and supportive organizations on the bass of the relationship between the conceptual definition about supportive activities and the variables influencing the supportive activities, and at suggesting the marketing points of non-profit-making organizations on the base of the model. This is because the concept of service quality about non-profit-making organizations has not been formed yet, and so it does not influence the trust or the satisfaction. Other assumptions seemed to have some relationship. As a result, in order to increase the intent of sustaining support and the trust in organizations, they need to inform supporters of the image or the results of activities by means of active marketing activities.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.535-550
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• 2017

The purpose of this study is to identify the factors that customers perceive as important relationship investment in the relationship efforts provided by retailers for customer relationship purposes and to explain the mediating role of relationship quality such as trust, relationship commitment in the relationship perceived relationship investment and relationship performance. For this study, 270 respondents were surveyed and data were analyzed using SPSS 21.0 and AMOS 20.0 statistical package. Statistical analysis tools, such as SPSS 21.0 and AMOS 20.0 were utilized for ensuring the validity and the reliability, whereas the SEM method was used for testing the research hypothesis. The results of study are as follows. Financial efforts and structural efforts have affected perceived relationship investment. Perceived relationship investment affected trust and relationship commitment but not loyalty. Trust influenced relationship commitment and loyalty whereas relationship commitment did not affect loyalty. Therefore, it is important for retail marketing managers to provide tangible rewards and special benefits at all times in order to recognize that they are doing the best service efforts for customer relations. In order to secure long-term and stable profits by establishing a relationship with them, the service marketing strategies should be promoted to enhance the relationship quality by raising the level of trust.