• International Journal of Internet, Broadcasting and Communication
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• v.13 no.4
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• pp.55-65
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• 2021

The purpose of this paper is to present the Over-The-Top (OTT) platforms' strategies for two-sided markets. For this, we examine six strategic factors influencing OTT's success in Korea. The analysis reveals, among six OTTs, Netflix utilizes five strategic factors except the same-side network effects. OTTs from pay TV operators and channel providers tend to block the cross-side network effects on the opponent OTTs, because they think their giveaway to content providers is in vein, if the invested content by them would be consumed on opponent rival platforms. Interesting is that after experiencing a negative association between the market entry of Netflix and the subscription revenue growth rate of pay TV services, pay TV operators utilize the same-side network effects by offering hybrid services in partnership with global OTTs like Netflix, Disney+ which are considered as a complementary OTT. In conclusion, it is suggested to target a new connected TV based OTT service offering with collaboration with Korean TV device manufacturers for Korean OTTs' global strategy, because Netflix-like global market expansion is not easy for them to cover their content cost.

• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.179-188
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• 2022

This study discovers the general characteristics of B-class Emotional Advertisements and analyses their trend. A content analysis was conducted on 498 advertisements on-aired between 2015 and 2020, which were sampled from the advertisements registered in the TVCF(www.tvcf.co.kr), the largest advertisement web portal in the Republic of Korea. The analysis concludes that the B-class Emotional Advertisements, employed in a wide range of genre, is most incorporated in comedy/exaggeration genres and is on a rising trend due to 2020 COVID-19 Pandemic. Furthermore, it is confirmed that the utilization of B-class emotional advertisement has also increased in domain of non-commercial advertisements, such as Public Service Advertisements, Governmental/Organizational Advertisements, and Corporate Public Relations (PR) Advertisements. The study validates the transformation of the B-class emotional advertisements from a demonstration of an eccentric minority subculture to an epitome of a new and adventurous mainstream culture, successfully serving a central role in both the commercial and non-commercial sectors. Depicting the caricatures of the social, cultural and economic phenomenon and the recent surge of individual's depression, fatigue and pessimism, B-class emotional advertisements provide sympathetic and emotional alleviating ground for people that contributed to its rise.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.102-115
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• 2022

To research the changes of Ramyun in Korea, this paper was went over an historical study through the content analysis of ads. from 1963 to 2012. The study period was divided into 6 stages based on GNI(Gross National Income). The advertisements were classified into new advertisements and all ones, and the advertisements of new Ramyun were categorized with 4 ways. And the most emphasized messages of advertisements and advertising models of each periods were also examined. The total number of new advertisements was 185(3.7/y) and 650 total advertisements(13.7/year). The most emphasized messages were changed from 'taste' and 'high calorie' to 'noodles', 'function(specific nutrition)'. The advertising models were actors, comedians, popular singers, in turn. The 1960's was the period when the fewest new products were advertised to consumers most often. 1980-1996 was the period when the most new products were advertised the most. During the depresseions, all ads were more frequently and new ads were lower advertised. Above results, each period was named as follow, respectively ; the Expansion period(1963~1969), the Set-up period(1970~1979), the Competition period (1980~1987), the Bipolarization period(1988~1997), the Transition period(1998~2003), the Stabilization period(2004~2012).

• Journal of Contemporary Eastern Asia
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• v.19 no.1
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• pp.123-143
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• 2020

This study examines the interplay between the reactions of YouTube users and North Korean propaganda. Interesting enough, the study has noticed changes in the strict media environment under young leader Kim. Messages delivered by the communist regime to the outside world appeared to resemble those of 'normal' countries. Although North Korean YouTube was led mainly by the account operator, visitors from different nations do comment on the channel, which suggests the possibility of building international communities for propaganda purposes. Overall, the study observed a sparsely connected social network among ordinary commenters. However, the operator did not exercise tight control over peer-to-peer communication but merely answered questions and tried to facilitate mass participation. In contrast to the many news clips, the documentary content on North Korea's YouTube channel did not explicitly advocate for North Korea's current political positions.

• Journal of Preventive Medicine and Public Health
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• v.53 no.2
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• pp.126-134
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• 2020

Objectives: Cancer diagnoses have a tremendous impact on individuals and communities, drawing intense public concern. The objective of the current research was to examine news coverage and content related to cancer-related issues in Korean newspapers. Methods: Primarily using the database system of the Korea Press Foundation, we conducted a content analysis of 2806 articles from 9 Korean daily newspapers during a recent 3-year period from 2015 to 2017. Thematic categories, the types of articles, attitudes and tone, and the number of sources in each article were coded and classified. Results: Many news articles dealt with a diverse range of themes related to cancer, including general healthcare information, the latest research and development, specific medical institutions and personnel, and technology and products, which jointly accounted for 74.8% of all articles. Those thematic categories differed markedly in terms of article type, tone, and the number of cited sources. News articles provided extensive information about healthcare resources, and many articles seemed to contain advertising content. However, the content related to complex social issues such as National Health Insurance did not include enough information for the reader to contextualize the issues properly or present the issues systematically. Conclusions: It can be assumed that the media exert differential influence on individuals through news coverage. Within the present reporting framework, the availability and usefulness of information are likely to depend solely on individuals' capabilities, such as financial and health literacy; this dependency has a negative impact on knowledge gaps and health inequities.

• Journal of Venture Innovation
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• v.7 no.1
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• pp.1-15
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• 2024

This study aims to elucidate the characteristics of big tech platform companies' sports content business in an environment of rapid digital transformation. Specifically, this study examines the market structure of big tech platform companies with a focus on Amazon, revealing the role of sports content within this structure through an analysis of Amazon's sports marketing business and provides an outlook on the sports content business of big tech platform companies. Based on two-sided market platform business models, big tech platform companies incorporate sports content as a strategy to enhance the value of their platforms. Therefore, sports content is used as a tool to enhance the value of their platforms and to consolidate their monopoly position by maximizing profits by increasing the synergy of platform ecosystems such as infrastructure. Amazon acquires popular live sports broadcasting rights on a continental or national basis and supplies them to its platforms, which not only increases the number of new customers and purchasing effects, but also provides IT solution services to sports organizations and teams while planning and supplying various promotional contents, thus creates synergy across Amazon's platforms including its advertising business. Amazon also expands its business opportunities and increases its overall value by supplying live sports contents to Amazon Prime Video and Amazon Prime, providing technical services to various stakeholders through Amazon Web Services, and offering Amazon Marketing Cloud services for analyzing and predicting advertisers' advertising and marketing performance. This gives rise to a new paradigm in the sports marketing business in the digital era, stemming from the difference in market structure between big tech companies based on two-sided market platforms and legacy global companies based on one-sided markets. The core of this new model is a business through the development of various contents based on live sports streaming rights, and sports content marketing will become a major field of sports marketing along with traditional broadcasting rights and sponsorship. Big tech platform global companies such as Amazon, Apple, and Google have the potential to become new global sports marketing companies, and the current sports marketing and advertising companies, as well as teams and leagues, are facing both crises and opportunities.

• The Journal of Information Systems
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• v.30 no.4
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• pp.329-347
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• 2021

Purpose The purpose of this study is to examine the review of previous studies based on audiobooks, 1) using the IPA method, we examine the quality of audiobooks that listeners perceive as important and the quality of preferred audiobooks, 2) improvement directions for activating audio content and audiobook platform, to seek ways to establish strategic plans for the audiobook market. Design/methodology/approach This study conducted and experiment using three factors(usability, information and interaction) used in web service quality(WebQual). Usability consists of the availability of time, such as the use of audiobooks for hobbies and the ease of search. Information consists of the trends of the times, topics of converation and the latest trends. Interaction consists of the proportion and depth of celebrities. After that, grid analysis was performed using the traditional IPA method and the revised IPA method. It was judged that identifying and analyzing the preference for service provision and new content was more valuable than the Performance used in the existing method. Findings According to the results of the empirical analysis, it was found that the conversation material corresponding to informativity did not affect the audiobook during the online quality analysis. It is believed that improvements can be found through content production related to entertainment, webtoons, and general common sense that can increase listeners' interest. In addition, it was found that the advertising effect of celebrities corresponding to interactivity did not affect the results of this study, which should increase the concentration and immersion of listeners by increasing the technology for audiobooks.

• Journal of the Korean Society of Costume
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• v.50 no.3
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.3
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• pp.1345-1354
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• 2014

This paper has analyzed how the format of the text page and the contents of space surrounding the text in the news stories of the portal sites are made-up. The result of analysis showed that the formats of the text page in Naver news story were more intricate than those of Daum, Nate and Yahoo. Also, Naver was higher in the number of advertising, the type of advertising, the entertainment contents, and various types of contents than other three portals. Especially, the percentage of new story related to entertainers was the highest. It was the portal site Daum that advertised the news story most of all in its text page. In contrast, it was portal site Yahoo that inserted the advertisements least of all. But from the whole sides, it was found that the formats and contents of the text page of the news story in these three portal sites have similarly been made-up. Consequently speaking, for the serviceability of use in news story, it can be evaluated that the news service method in portal sites is higher than that in press dot coms.

• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.149-158
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• 2022

For this study, a total of 297 TV advertisements and digital video advertisements were selected as analysis targets among domestic corporate advertisements executed for two years from 2020 to 2021. As a result of the content analysis, it was found that CSR public service advertisements, CSV advertisements, and ESG advertisements in 2020, when the corona pandemic began in earnest and ESG of companies emerged as a business management topic, showed a markedly higher execution frequency than in 2021. As a result of examining the distribution of corporate advertisement types by media, it was found that companies were executing various corporate advertisements through digital media rather than traditional media such as TV. As a result of examining the advertising appeal strategies according to the types of corporate advertisements, it was found that the emotional appeal strategy was most frequently used among the rational appeal, emotional appeal, and mixed appeal as a whole in corporate advertising. As a result of analyzing the advertisement model types according to the classification of corporate advertisements, it was found that corporate advertisements use a general model differently from brand advertisements. Lastly, as a result of examining the distribution of advertisement model types according to media types, it was found that the celebrity model is more frequently used in TV advertisements for digital advertisements.