• Knowledge Management Research
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• v.21 no.3
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• pp.89-103
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• 2020

When people feel powerless (with losing control), they show compensatory behaviors to get out of this state. The actions to compensate for powerlessness have been studied in the contexts of products or brands, but this study focuses on compensatory behaviors when using social media. Social media, which can express consumers' selves freely, has become a platform for self-expansion. It has been confirmed that the possibility of relieving psychological powerlessness through self-expression on social media exists. Therefore, we examined how people who felt powerless showed compensatory behaviors on social media. According to the analysis, consumer's powerlessness does not directly affect narcissistic self-expression on social media. However, it is derived as being fully mediated by the feeling of anxiety. The more anxious consumers feel, the more narcissistic they express themselves by posting photos of themselves with luxury brand objects that can show social power or authority. In other words, when consumers experience social powerlessness coupled with anxiety, they are likely to show compensatory consumption behaviors such as narcissistic self-expression in order to make their images cool and luxurious and draw others' attention on social media. We confirm that the compensatory consumption due to consumers' powerlessness, which leads to having anxiety, can appear in ways of presenting narcissistic selves on social media.

• Management & Information Systems Review
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• v.32 no.3
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• pp.127-151
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• 2013

This research was to investigate the role of message regulatory focus on the advertising effect of multiple models. The multiple models are limited to two models in one advertisement in this research. This research investigated the hypothesis that multiple models, in terms of multiple source effect and social consensus, appears specifically to enhance the relationship of consumer and commercial models on the conditions of promotion-focused message which leads to the information processing of relational elaboration. This research applied a between-subjects factorial design targeting 2(the number of model: single model vs. multiple models) by 2(message regulatory focus: promotion-focused message vs. prevention-focused message). As a result, multiple models showed more positive ad attitude, brand attitude, and purchase intention than did single model. And promotion-focused message with multiple models showed more positive ad attitude, brand attitude, and purchase intention than did prevention-focused message with multiple models. Also there was an interaction effect between the number of model and the type of message regulatory focus. It wasn't fully supported that there is no difference of advertising effect between promotion-focused message and prevention-focused message on the condition of single model.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.238-249
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• 2021

This research aims to present effective influencer marketing strategies against a heavy blow in Korean influencer marketing industry because of the paid advertisement controversy and the reinforcement of regulations for online advertisement. By investigating the effects of influencer reputation, which is composed of communication skills, influence, authenticity and professionalism on marketing effect, as well as the mediating effect of parasocial relationship, the study provides some implications for influencer selecting. The effect of economic interests is examined under 4 experimental conditions of paid advertisements, brand collaboration, brand gifts and organic review to figure out how to arrange an appropriate sponsorship plan. According to results of PLS structural equation analysis, it shows that the influence and authenticity of an influencer have a significant positive effect on marketing effect and the mediating effect of parasocial relationship is partially proved. It seems that the effect of influencer reputation on marketing effect is significantly differentiated in different contexts, which confirms the moderating effect of economic interest. Distinguish from previous studies, this study focuses on types of economic interest rather than a simple comparison between sponsorship disclosure versus no disclosure and makes contributions to expanding reputation research. Meanwhile, findings of this study could give some practical implications for marketing practitioners in planning influencer marketing.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.193-204
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• 2023

In recent years, the concept of influencer marketing has experienced rapid growth in both academia and industry, leading to its emergence as a crucial consideration in the marketing strategies of many businesses. Despite the significance and expansion of the influencer market, however, research on the topic has not kept pace with its growth. Thus, this study seeks to address this gap by empirically analyzing the impact of influencer characteristics on consumer behavior through the coexistence of buyers and providing an empirical contribution to expand the relevant literature. To accomplish this, a survey was conducted with a sample of 400 individuals who had purchased a product through an influencer, and 384 responses were ultimately utilized in the analysis. The results revealed that the attractiveness and empathy of influencers had a positive impact on satisfaction among coexisting buyers, while also having a negative impact on dissatisfaction. In contrast, expertise had no impact on satisfaction, but a positive impact on dissatisfaction. Moreover, satisfaction was found to have a positive impact on brand image and recommendation intention, whereas dissatisfaction had a negative impact on both. Overall, this study adds to the growing body of literature on influencer marketing by providing empirical evidence of the impact of influencer characteristics on consumer behavior, specifically through the lens of coexistence with buyers. These findings hold important implications for businesses looking to develop effective influencer marketing strategies that can enhance their brand image and recommendation intention among consumers.

• 한국경호경비학회:학술대회논문집
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• 2008.11a
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• pp.63-82
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• 2008

지난 10여 년 동안 대만사회의 가장 큰 변화 중 하나는 '개인 경비', 혹은 '개인 경호' 사업이 크게 발달했다는 것이다. 민간의 역량과 과학화된 설비로써 재산보호와 신변보호를 하고자 하는 개인 경비에는 여러 방식이 있다. 예를 들어 개인안전 경비(즉, 수행경호), 현금운송 경비, 주거경비, 상공업경비(여기에는 공장지대의 안전한 보호와 백화점, 금융기관, 보석상점 및 편의점 등의 경비가 포함됨), 그리고 각종 경비장치의 설치 등이 있다. 천징훼이(陳靜慧, 2006)는 대만의 경비 산업 경영형태에 대해 아래와 같이 분석하였다. 그의 주장에 따르면, 대만의 경비 산업은 일반 업무 위주로 하고 있으며, 여기에는 시스템 경비, 상근 경비, 현금 경비, 신변 경비가 있다고 밝혔다. 이 일반 업무는 일본, 미국, 독일의 형태와 유사하다. 그러나 미국과 독일의 경비회사들은 특수한 업무를 담당하고 있다. 미국의 경우 무장경비 현금수송, 신용조사 업무, 보험조사 업무, 거짓말 탐지 업무를 수행한다. 독일의 특수 업무에는 군대설비 경비, 교통지휘 및 질서 유지, 신속 고발 경비, 그리고 교도소 경비가 있다. 량신쩐(梁心禎, 2006)은 대만의 경비 산업 발전의 흐름에 대해 다음 세 단계로 구분했다. 제1단계는 1978년부터 1987년까지로 이 시기 대만은 일본 경비 사업 발전의 영향을 수용했기 때문에 일본의 경비사업 관리방식과 시스템 설비를 받아들여 점차 대만 방식의 경비 형태로 발전시켜 나갔다. 초기 발전단계의 경영방식은 주로 외국 기술과의 협력을 통한 시스템 경비가 주를 이루었다. 제2단계는 1988년부터 1997년까지인데, 이 시기에 이르러 경비 사업은 비인기 사업에서 인기 사업으로 시장이 확대되었고, 해외업체와의 활발한 기술 교류, 새로운 브랜드 개발과 경비 경영 방식의 혁신, 그리고 상근 경비와 수행경호와 같은 경비 관련 항목의 확장을 이루었다. 또한 이 시기에 수많은 경비회사들이 세워져 새로운 경쟁시대로 돌입하였다. 제3단계는 1998년부터 현재까지로 이전의 전통적인 건물경비 방식에서 경비와 부동산 관리 서비스를 함께하는 방식으로 경영 형태가 바뀌었고 전반적인 서비스 품질을 중시하기 시작하였다. 따라서 경비 사업자는 아파트 및 빌딩관리 보호 회사를 설립하여 이를 공동 경영하였으며, 전문적이고 종합적인 단계로 들어섰다. 대만 경비 교육제도의 설립과 제도화된 면허증 시스템 구축은 아직 초보적인 단계로써 여전히 이 두 방면의 발전을 강화시켜야 하는데, 교육과 심사를 시행하여 경비원의 소질을 향상시켜야 할 것이다. 경비사업자는 과학기술적인 통제 시스템을 받아들여 인건비를 낮추고 서비스의 범위와 품질을 향상시켜야 한다. 또한 각 지방의 노동조합은 정부가 법령을 개정하여 경비원의 자격제한과 업무를 보장해주도록 건의해야만 경호원의 대우와 이미지가 개선될 수 있다. 아울러 국제학술교류의 확대와 경비 관련 산업에 대한 토론회와 전시회를 자주 개최하여 새로운 지식을 습득해야 한다.

• Cartoon and Animation Studies
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• s.13
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• pp.13-27
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• 2008

This paper is studios about a new role model of 'Korea Comics Museum' which will be extended Into 'Korea Institute for the MANWHA & Moving Image Content's planning. Scanning all activities of 'Korea Comics Musium' until now, I'd like to suggest how to promote the comic industry by a Comic Museum's practical contribution. It needs conditions for doing its intrinsic activities, faithfully, most, than a value of Bucheon's city brand or superiority in industrial aspects. And also it is Important that establishing collection policy for spreading excellence of Korean comics, internationally and setting structure for mating network among the museums in abroad and institutions related comic industry. Finally comic museum has to equip a new working structure, furthermore, perform exhibition planning and cultivating system of artists and for this, it needs its own independent organization.

• 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.

• 한국HCI학회:학술대회논문집
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• 2006.02b
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• pp.1-8
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• 2006

본 연구는 가전제품의 제품군과 그 기능들에 따라 차별화 가능한 인지적, 감성적 '청각 사용자 인터페이스 디자인 가이드라인(Auditory User Interface Design Guideline)'을 마련하고, 가전제품의 작동기능 정보와 직관적으로 연합 가능한 청각신호(auditory signal)를 제작할 수 있는 지침을 제시하여 GUI 중심의 제품 설계에서 한 차원 확장되고 사용자의 다중감각적 특성이 적용된 디자인 방법을 실무에 적용하고자 하였다. 특히 AUI 에 대한 체계를 확립함으로써 브랜드 정체성(Brand Identity) 및 기업 이미지를 제고할 수 있다는 목적을 함께 고려하였다. 이러한 연구가 필요했던 이유는 가전제품에 대한 소비자의 심적 모형(mental model)과 감성 측면에서의 접근에 대한 요구 때문인데, 이는 AUI 의 체계적 적용이 아닌 임의적 연결(mapping)으로 인한 버저(buzzer) 청각신호의 짜증(annoying) 발생이 빈번한 사례들에서 출발한다. 또한 GUI 의 변화와 수준에 미치지 못하는 AUI 의 업그레이드 필요성과 가전제품에서의 감성 마케팅 경향을 반영하는 의미를 지니고 있다. 이와 함께 멀티미디어 환경의 급속한 확산으로 다중감각적 정보제시(multimodal display)가 요구되는 상황에 걸맞은 시도이다. 본 연구는 특정 가전제품이나 특정 기능이 지니고 있는 인지적, 감성적 차원의 속성을 청각신호(auditory signal)의 다양한 속성들로 유발하는 관계를 추출하고, 이를 형성하는 기본 메커니즘에 대한 경험적 자료를 제시하여, 가전제품의 AUI 디자인에 유용한 가이드라인을 제공하고자 하였다. 그러나 본 논문에서는 연구의 구체적이고 세부적인 결과보다는 전체적인 계획과 진행과정의 절차를 소개하여 관련분야 연구 진행의 참조적 틀을 마련하고자 한다.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.119-132
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• 2012

Korea's latest quantitative urban development led to a result to lose our public properties' identity provided by urban environment, so we now have to think how to solve environmental matter of one-sided public design. Because one city's public environment is the central axis to determine its first impression and also connected with its overall value, the region's value show obvious differences by its urban scape design. Therefore we analyzed current cityscape of Tokyo's Marunouchi street and Avenue des Champs-Elys$\acute{e}$es in Paris which applied how to connect visual and physical characteristics of urban space representation to outdoor space's nature well, and tried to reconsider what is our design identity of creative cityscape.

• Journal of the Korean association of regional geographers
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• v.14 no.4
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• pp.309-327
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• 2008

Formation of positive regional image is critically important in place marketing for regional development. This article considers Goryeong-Gun's policy agenda for regional development, analyzing its current regional image. In recent years, Goryeong-Gun has established its positive regional image of Daegaya in virtue of Daegaya Experience Festival. It should be highly evaluated. But, it has also some problems based on a certain local history or not supported by proper brand, slogan and logo to promote the image. In this point, Goryeong-Gun needs to rethink planning strategies related to Daegaya regional image. If necessary, Daegaya regional image would be expanded on the base of general value system.