• Korean Management Science Review
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• v.32 no.4
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• pp.29-43
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• 2015

Word-of-Mouth (WOM), which is the unpaid spread of a positive marketing message from person to person, has been shown to be even more effective in influencing purchase decisions than traditional advertising channels. The effects of WOM might be different by types of persuaders (purchasers vs. non-purchasers), however, the current body of research has not given attention to the differential effects of WOM. This study focuses on whether or not potential customers are influenced by the WOM from non-purchasers as well as from purchasers, and it investigates if the impacts of WOM from non-purchasers are different with those from purchasers. Based on conjoint analyses, it concludes that potential customers are affected by the communication with non-purchasers as well as with purchasers but the impacts of non-purchasers are not greater than those of purchasers.

• International Journal of Internet, Broadcasting and Communication
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• v.8 no.4
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• pp.58-62
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• 2016

Shipping related services is attracting attention as a UAV (Unmanned Aerial Vehicle) application with the recent economy has been generally accepted drones. UAV of the existing military-driven logistics delivery, aerial photography, wireless Internet connection, broadcasting, disaster research, digital maps, transportation, advertising, meteorological, border surveillance, agricultural use, such as hobbies range of uses from up military are diverse and growing. The advantage of delivery drones seems to be an important feature of delivery of the goods, including labor-saving, long-distance transportation in cold weather. UAV is demanded by competitive performance development for commercialization. Privacy issues that may arise during the drone operation, ensuring marketability issues, control system, regulations, operational standards and specifications, etc. should be addressed. Development direction of Korea UAV based in current technology, regulation, and growth potential presented by deriving from the idea of 'GIF 2016 Gang-won Hackathon.

• Journal of the military operations research society of Korea
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• v.29 no.1
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• pp.76-87
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• 2003

This paper proposes that we need a simpler method for developing the Website strategy for public institutions. The research objectives are threefold: (1) A model that relates to the monitoring of Website strategy in the public sector is proposed. The model includes basic dimensions and a $2{\times}3$ matrix that is a simplified version of the Mohammed et dl.s Marketspace Matrix. (2) The model is tested empirically with a sample of 56 Websites selected from govemment agencies, military organizations and police stations in Korea. (3) The effect of dimension/factors on the innovation level is tested. A special attention is paid to online attracting that is important for public institutions which usually do not use offline advertising aggressively. Results from regression analyses show that main dimensions (Marketing Drivers and relationship Stages) and three factors (Basic Information, Support Information, and Participation) in the matrix are all significantly influential on the innovation level, but the Attracting is not. Colorful designs and attracting features of a homepage have not necessarily anything to do with innovation. This message can offer a good piece of advice for managers of Websites.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.20-29
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• 2012

Recently, Digital Information Display(DID) technologies have been used to advertise the various contents such as video, image, text and etc. However most of recent DIDs are still using the traditional one directional advertising mechanism delivering the contents only to the customers. In this paper, we present the design and implementation of an App Scheduler on Android platform to effectively manage the Android Apps related to the advertisement which can attract customers' attention and reflect their ideas in the advertisement.

• Proceedings of the Korea Information Processing Society Conference
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• 2016.04a
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• pp.897-899
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• 2016

In recent years, BLE technology has received extensive attention and has been applied to all aspects of life. The existing BLE device has two methods, one is the connection method, and the other is a non-connection method. The representative profile of the connection method is the proximity file. The most typical example of Non-connection method BLE device is a beacon. However, they are both independent and have their own shortcomings. Connection method device can provide service for only one user, others can't use. Security performance of Non-connection method BLE device is poor and the device can't be controlled by the user. In this paper, a combination-mode BLE device profile design scheme is presented, which combines with the previous two methods, and solves the defaults. And We define a dual purpose advertising package that can be used in a normal environment as well as in a disaster environment. Finally, a unidirectional Control idea is proposed. Through performance evaluation, we found that the device has strong stability and low power consumption.

• Journal of Digital Convergence
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• v.15 no.3
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• pp.107-117
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• 2017

This study examined the conditional indirect effect of EEG (electroencephalogram) arousal on the relationship among affective valence, visual attention, perceived self-relevance, and attitudes toward campaign issues in the context of public service announcements (PSAs). Using SPSS macro (No. 14) of conditional process model, the findings in this current study indicated that the perceived self-relevance mediates the relationship between affective valence of PSA and attitudes toward issues and, in turn, is moderated by EEG arousal, indicating goodness-of-fit of the moderated mediation of psychophysiological arousal on PSAs. The results suggested that management of PSAs should be considered the strategic combination between affective valence and perceived self-relevance in advertising appeals.

• Management & Information Systems Review
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• v.9
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• pp.139-163
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• 2002

While the corporate practice of sponsoring major events has existed since the turn of the century, it has only recently become one of the fastest growing areas of advertising and promotion. Despite its long history and recent growth, however, event sponsorship has yet to receive the same kinds of rigorous theoretical and methodological attention that marketing researchers have devoted to other areas of advertising and promotion. Also, the recent Olympic Games in Sydney serve as excellent showcase of the sponsorship phenomenon. On the hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of the sponsors. At the same time, there is a growing concern that the Olympic Games are losing their spirit and are over-commercialized because of the excessive sponsorship-linked marketing activities. At the centre of the debate is the impact and the reaction of the consumers to the growing use of sponsorship to stage major events. While the Olympic Games might be an extreme example of the growth and impact of sponsorship, the proliferation of the phenomenon is widespread across other sports events as well as other cultural and community based events. But a comprehensive model of sponsorship is not currently available in the literature. This research is the aim of the current research to investigate consumer attitude constructs towards sponsorship such as sport involvement, attitude towards the event, attitude towards commercialization. The results still have potentially significant applied and theoretical implication. First, This investigation is the first known effort, grounded in consumer behavior theory, to model antecedent variables believed to influence consumer response to event sponsorship in Korea. Second, these findings are in line with previous research, as sports involvement attitude towards the event, and attitude towards commercialization are found to be significant influences on respondents' ability, motivation and opportunity to process sponsorship information, as well as directly and indirectly impacting emotional response.

• Journal of Digital Convergence
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• v.16 no.2
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• pp.351-359
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• 2018

The purpose of this research is to arouse attention to the importance of eliminating the 'Shadow Encroaching Phenomena on the Essence' in advertising expression by interdisciplinarily applying ethicality. This research shows that when advertising expression is planned and executed without enough consideration of ethicality, short-term effectiveness to reach goals can be increased, but it is easy to induce an unintended 'Shadows' Boomerang Phenomena'. This research also proposes that such processes arouse consumers' ethical defense mechanisms, possibly causing the 'Shadow Encroaching Phenomena' in the end. In conclusion, this research proposes the following. First, the pursuit of commercial profit in a capitalistic society must be done under the premise of securing a consensus of ethicality in a common society. Second, under the premise of an integrated process of education, sharing, execution, and confirmation of ethicality, companies can achieve both the micro-practical goal of profit pursuit and the macro-environmental goal of ecological sympathy.

• International Commerce and Information Review
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• v.17 no.1
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• pp.3-28
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• 2015

Web-ads often distract users' online activities. Web-ads even deter users from comprehending the website contents. As these irritated users try to avoid web-ads, advertising agencies make web-ads even more noticeable to grasp users' attention. The factors that attract users should increase web-ad performance. However, this study confirms that those efforts irritate users and decrease web-ad performance. Also, this study shows that irritated users eventually try to avoid re-visiting the websites. This study also confirms that excessive web-ads on Internet news websites bring more confusion to users than on e-commerce websites. This finding supports the importance of more sustainable web activities on the Internet news websites as users expect objective and fair contents. Based on these results, this study proposes the directions of web-ads activities for the common good and self-interests of the stakeholders.

• Journal of Industrial Convergence
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• v.16 no.2
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• pp.41-48
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• 2018

The purpose of this study is to identify the effects of book content, celebrity recognition, and celebrity expertise on book purchasing, and to suggest implications for the marketing factors for sales and the factors to consider when publishing celebrity books . The implications of this study are as follows. First, when a celebrity publishes a book, it should actively promote marketing activities that can give credibility to the reader and to the credibility of the information about the book field that he usually compiles. Second, when a book is compiled, celebrities should pay attention to book designs and pictures that fit their images. In addition, it is necessary to build a new type of advertising strategy will be. Finally, celebrities should ask for various means to inform viewers and pens of their information, experiences, and learned knowledge in various advertising environments before publishing the book. If you continue to recognize it, your future purchases of books will increase.