• Journal of Communication Design
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• v.55
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• pp.240-249
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• 2016

This study focused on cases about user experience using digital media as a marketing. The recent convergence of various types of media is resulting in new types of content. In a situation where approaching consumers through digital and virtual means is no longer an alternative or an option but a necessity, customers must be influenced and stimulated using various types of digital media. Because modern consumers prefer to participate actively rather than to be passively exposed to information, there is a need to maximize and optimize the consumer's experience using digital media. In this research, consumer experiences that utilized digital media were examined, and these case studies were analyzed from an experiential marketing perspective. How the 5 different types of Experiential Marketing proposed by Bernd Schmitt and Digital medias were combined in the digital marketing campaigns was examined. The case studies analyzed in this research were chosen out of widely popular digital marketing campaigns ran by beauty brands that used various experimental marketing types, such as 'Make-up Genius' of L'Or?al, 'Google Glass Tutorials' of Yves Saint Laurent and 'Digital Runway Bar' of The Burberry Beauty Box. This study classified that case samples into paid media, earned media and owned media based on sense, feel, think, act and relate that are the strategic experiential modules of Bernd Schmitt. This study could be confirmed various customer experience as a sense, feel, think, act and relate through that cases using digital media technology and marketing element of digital media. Through the process of examining which digital media types each marketing campaign utilized and how these types of digital marketing were combined, this research is significant in that it helps for the understanding of the current state of digital marketing and in that it can serve as the foundation for future research of efficient digital marketing.

• Journal of the Korean Applied Science and Technology
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• v.13 no.1
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• pp.21-29
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• 1996

Levels of total, neutral and polar lipids from the seeds of eight species of the Cucurbitaceae f Cucurbita moschata, Lufa cylindrica, Citrullus vulgari, Cucumis melo var. makuwa, Cucumis satvus, Lag leucantha. Trichosanthes kirilowii and Momordica charantia, were determinded, and their fatty compositions were also analyzed by gas-liquid chromatography. The results were summarized as foll. Lipid contents of the seeds range from 21.9 to 50.7%, which contained 98% up of neutral lipi the fatty acid compositon of ottal lipids from the seeds of Cucurbita moschata, Lufa cylindrica, Ci vulgari, Cucumis melo var. makuwa, Cucumis sativus and Lagenaria leucantha, linoleic acid is the mos dominant component(56.8${\sim}$84.0%) followed by oleic acid(5.7${\sim}$22.2%) and palmitic acid(6.1${\sim}$1) with a trace amount of ${\alpha}-linolenic$ acid(below 0.6%). On the contrary, the seed oils of Tricho kirilowii and Momordica charantia are characterized by presence of considerable amounts of con trienoic acid such as punicic acid($_{9c.11t.13c-}C_{18:3}$) and ${\alpha}-eleostearic$ acid($_{9c.11t.13c-}C_{18:3}$). For example total lipids of T. kirilowii seeds were mainly composed of linoleic acid(40.5%) and punicic acid(3) in the fatty acid composition, while those of M. charantia seeds predominantly comprised ${\alpha}-eleos$ acid as a main component(66.9%), accompanied by oleic acid(11.7%) and linoleic acid(10.4%). oil ${\beta}-eleostearic$ acid($_{9t.11t.13c-}C_{18:3}$) was checked as a trace. Fatty acid profiles of neutral lipids close resemblance to those of total lipids in all the seed oils, but are different from those of polar In particular, conjugate trienoic acids including punicic acid and ${\alpha}-eleostearic$ acid which are oc as the most abundant component in both neutral lipids of T. kirilowii and M. charantia seed oils, ar ent in a extremely small amount in both polar lipids. The fatty acid distribution in the polar lipid the samples except for T. kirilowii and M. charantia seed oils, showed a tendency of consid increased level of saturated fatty acids(25.0${\sim}$29.4%) compared with that in the neutral lipids(9.9%). The results obtained in this experiment suggest us that the seed oils of the Cucurbitaceae

• Journal of Intelligence and Information Systems
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• v.23 no.3
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• pp.29-44
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• 2017

In Internet commerce, consumers are heavily influenced by product reviews written by other users who have already purchased the product. However, as the product reviews accumulate, it takes a lot of time and effort for consumers to individually check the massive number of product reviews. Moreover, product reviews that are written carelessly actually inconvenience consumers. Thus many online vendors provide mechanisms to identify reviews that customers perceive as most helpful (Cao et al. 2011; Mudambi and Schuff 2010). For example, some online retailers, such as Amazon.com and TripAdvisor, allow users to rate the helpfulness of each review, and use this feedback information to rank and re-order them. However, many reviews have only a few feedbacks or no feedback at all, thus making it hard to identify their helpfulness. Also, it takes time to accumulate feedbacks, thus the newly authored reviews do not have enough ones. For example, only 20% of the reviews in Amazon Review Dataset (Mcauley and Leskovec, 2013) have more than 5 reviews (Yan et al, 2014). The purpose of this study is to analyze the factors affecting the usefulness of online product reviews and to derive a forecasting model that selectively provides product reviews that can be helpful to consumers. In order to do this, we extracted the various linguistic, psychological, and perceptual elements included in product reviews by using text-mining techniques and identifying the determinants among these elements that affect the usability of product reviews. In particular, considering that the characteristics of the product reviews and determinants of usability for apparel products (which are experiential products) and electronic products (which are search goods) can differ, the characteristics of the product reviews were compared within each product group and the determinants were established for each. This study used 7,498 apparel product reviews and 106,962 electronic product reviews from Amazon.com. In order to understand a review text, we first extract linguistic and psychological characteristics from review texts such as a word count, the level of emotional tone and analytical thinking embedded in review text using widely adopted text analysis software LIWC (Linguistic Inquiry and Word Count). After then, we explore the descriptive statistics of review text for each category and statistically compare their differences using t-test. Lastly, we regression analysis using the data mining software RapidMiner to find out determinant factors. As a result of comparing and analyzing product review characteristics of electronic products and apparel products, it was found that reviewers used more words as well as longer sentences when writing product reviews for electronic products. As for the content characteristics of the product reviews, it was found that these reviews included many analytic words, carried more clout, and related to the cognitive processes (CogProc) more so than the apparel product reviews, in addition to including many words expressing negative emotions (NegEmo). On the other hand, the apparel product reviews included more personal, authentic, positive emotions (PosEmo) and perceptual processes (Percept) compared to the electronic product reviews. Next, we analyzed the determinants toward the usefulness of the product reviews between the two product groups. As a result, it was found that product reviews with high product ratings from reviewers in both product groups that were perceived as being useful contained a larger number of total words, many expressions involving perceptual processes, and fewer negative emotions. In addition, apparel product reviews with a large number of comparative expressions, a low expertise index, and concise content with fewer words in each sentence were perceived to be useful. In the case of electronic product reviews, those that were analytical with a high expertise index, along with containing many authentic expressions, cognitive processes, and positive emotions (PosEmo) were perceived to be useful. These findings are expected to help consumers effectively identify useful product reviews in the future.