• Fashion & Textile Research Journal
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• v.21 no.4
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• pp.432-451
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• 2019

Companies and brands that practice sustainability pay attention to New Media due to its ability to build a sustainable relationship between companies and consumers. The need for research on specific roles, characteristics, and social media effects on eco-friendly advertising has had rapid growth in marketing programs for sustainable activities especially shown through social media. Information about sustainable fashion has spread to consumers through social media, and multifarious efforts have been made to attract the attention of youth. Despite the dramatic increase in eco-friendly marketing through social media as a part of sustainability, there is a lack of research on the major influences of emotional factors such as ad color and expression in social media. In this context, it is meaningful to identify relationships between emotional responses, advertising value and consumer behavior of sustainable fashion brands in Instagram and implement a suitable advertising type (color vs expression) for consumers. We used 366 responses for the final analysis. Data were analyzed by factor analysis, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study suggest that emotional responses, advertising value have a significant effect on the flow. This study expands on a previously limited research field by verifying consumer responses to image advertising on Instagram, rather than general sustainable fashion marketing. The study results also provide meaningful implications for a relation formation between customers and fashion brands vis-${\grave{a}}$-vis sustainable social media marketing.

• Journal of Korea Society of Digital Industry and Information Management
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• v.9 no.4
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• pp.213-226
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• 2013

Recently, the social commerce on Facebook.com and Twitter.com, which is represented by SNS (Social Network Service), has been expanding in the form of a combination of SNS market. This study attempted to examine the cost-effect analysis between portal-based advertisement and SNS-based advertisement in order to establish an effective advertising strategy for e-learning content providers. The results showed that portal-based advertisement is more effective than SNS-based advertisement in terms of advertising effectiveness against cost. According to these empirical research results, this article discusses the practical implications for e-learning content providers in an attempt to enable them to take competitive advantage.

• Journal of the Korean Society of Fashion and Beauty
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• v.2 no.2 s.2
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• pp.59-70
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• 2004

The purpose of this study were to find out appeal types and variation of make-up image and make-up style in cosmetics advertising. The research of this study were collected from cosmetics advertisement printed in Amole Pacific Cosmetic industry from $1970{\sim}2004$. The results were as follow: 1. A cosmetics advertisement appeal were three types. it were models and products appeal advertisement as emotional appeal, products-appeal and mixed appeal advertisement. 2. A variation of make-up image were different by the time. In the 1970s make-up were model empersis eye-line and colorful make-up were classic and active make-up image. From the 1980s various color make-up were used and persuited of individuality and started to appeal that were romantic and elegance image. In the 1990s multi-color make-up image were manish and modern used ambivalence and multi-message, and in the $2000{\sim}2004$ natural and romantic-sexy remarkable make-up image were used of new concept of beauty.

• Journal of Korean Society for Quality Management
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• v.43 no.3
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• pp.383-396
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• 2015

Purpose: This study was to identify the structural relationships among suitability of entertainer advertising model, relationship quality and brand loyalty in coffee shop. Methods: This study collected data from those who visited two reputed franchised coffee shops. A variety of statistical methods were used; descriptive analysis, exploratory factor analysis, confirmatory factor analysis and structural equation modelling analysis. Results: The research results from this study are as follows: First, only credibility factor has a positive impact on relationship quality; second credibility and expertness factors positively influence brand loyalty; and third, there is a positive relationship between relationship quality and brand loyalty. Conclusion: The results of this research are useful for identifying the role of advertising models's suitability in estimating relationship quality and brand loyalty and strategies for strengthening brand loyalty for coffee shops.

• Culinary science and hospitality research
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• v.23 no.7
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• pp.204-219
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• 2017

The aim of this study was to examine the role of celebrity's traits on food service enterprises' media engagement, advertising effect (AD effect) and purchasing intention. Based on advance research, structural model of relationship between celebrity's traits and media engagement, AD effect and promotion of purchase was developed among the proposed constructs. Few empirical studies have been conducted to test the model. Date collection of study was from June 1st, 2017 to June 30th, distributing total of 300 issues and collecting total of 290 issues. Total of 271 questionnaires were used as the final analysis data as the nineteen questionnaires included missing information. The results can be summarized as follows: Celebrity's Traits significantly affected media engagement, AD effect and purchasing intentions. More specifically, mediating effect among the celebrity's traits and AD effect which came from media engagement was valid only if the subject of advertising effectiveness was on brands attitude. Based on the findings, theoretical and managerial implications were discussed to make one conclusion. As the media engagement was identified as a mediator between celebrity's traits and AD effect, certain brands which tend to enhance their AD effectivity should liaison proper celebrity.

• Food Science and Industry
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• v.40 no.2
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• pp.11-15
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• 2007

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.243-250
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• 2021

The purpose of this study is to discuss the implicit meaning of advertising content with highly persuasive language formats from a communication perspective and its interpretation process in relation to communication education, while simultaneously developing interpretative codes for media literacy education in modern society. For a successful discussion, I assumed the narrative content of advertising content that implements a special purpose as a general conversational act, and raised the issue anew that regularity exists for implicit semantic expressions. It also said that in order for media literacy education in the present society to proceed correctly, linguistic interpretations of implicit meaning cannot be guided as a principle of communication in prior research. As a solution, we confirm that socio-cultural sharing knowledge and recognition are essential interpretation codes. For further discussion, the analysis of advertising media languages with special purposes in terms of language usage was conducted to verify the process of interpreting the implicit meaning shown in them. After analyzing the implicit advertising language that I arbitrarily typified, I found that the linguistic meaning implicit with the intention of persuading the speaker can be provided mostly as media literacy education as a framework for analysis by various information and cognitive effects. In other words, acceptors should not perform only literal interpretations in the process of interpreting the implicit meaning inherent in the media language. If guided by including native language materials and background knowledge, socio-cultural customs, and general common knowledge, efficient media literacy education can be expected.

• Journal of Korea Entertainment Industry Association
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• v.13 no.2
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• pp.37-45
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• 2019

The This study aimed at clarifying that the cognitive interpretation code is essential for college students to read the correct culture while discussing the producer's story production system for creative advertising content and the process of interpreting the meaning of advertisers and the formation of principles and beliefs. The production of advertising content aimed at persuasion should first identify anachronistic reason system based on the target audience's perception principle. A concise analysis of the experiment found key clues that confirmed that a sample of the producer's intended story would be inconsistent with the clues of information that a college student could remember. I have tried to organize a semantic analysis tool that combines these key clues and as a tool for reading culture of the right time for college students. As a result, university student inmates were able to identify one side of positive communication: reading a new cognitive symbol culture based on their subjective experience and beliefs, rather than analyzing cross-sectional analysis of the primary language and non-verbal expressions of their advertising contents. In the future, if an advertising content story producer works to identify such a process in advance, it will help persuade inmates.

• Korean Management Science Review
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• v.34 no.3
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• pp.15-41
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• 2017

The purpose of this study is to analyze the effects of the BSCs of 642 firms excluding the financial and insurance companies listed on KOSPI. The analysis of financial performance through analysis of major financial ratios between BSC and non-BSC firms is compared with the input of human and material resources for business growth. We will promote the spread of BSC and examine the areas differentiated performance improvement. The analytical categories are manufacturing, service, wholesale and retail, and information and communications, which are 2,136 business years out of 2,378 final analytical samples. The results of the analysis are as follows. As a result of the analysis, among the four industries analyzed, the industries that showed the best performance were manufacturing. In the case of service industry, growth and activity were lower than those of non-adoption (NA) companies, but the operating margin was significantly different from manufacturing. However, market value was higher than that of NA companies, and R&D expenditures and advertising expenses were significantly higher than NA firms. On the other hand, there was no significant difference in profitability between the BSC and NA firms, but the market value was very significant. EPS is 5.22 times, BPS is 5.64 times, PBR is 1.3 times, and EVA is 35 times higher. In addition, R&D expenditure and advertising expenditure are more than twice as high as those of NA. In the case of the service industry, there is no significant difference in the growth performance from the NA firms. Activity indicators, BSC introduced companies are three times lower than both the total assets turnover and the capital turnover rate. The operating profit margin was high at 45.8% for introduced companies and 37.2% for non-introduced companies. In market value analysis, only BPS was 1.68 times higher. On the other hand, investment in welfare expenses is 0.2% of total assets, which is relatively low compared to NA firms. However, research and development expenses and advertising expenses are 2.1% and 1.02% of total assets, respectively, but they are relatively lower than those of NA firms. Unlike the manufacturing and service industries, wholesale and retail trade was significantly higher than the NA firms in terms of sales growth and total assets growth rate. In terms of market value, EPS and BPS were significantly higher, but the benefits, R&D expenditures, and advertising expenses were lower than those of NA firms. The information and communication industry showed lower level of performance than the NA firms in all indicators except cash liquidity, BPS, and EVA.

• Journal of Distribution Science
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• v.10 no.5
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• pp.29-36
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• 2012

This paper aims to establish a Fengshui-based marketing model that companies engaged in selling dwelling spaces can utilize to increase their sales. The study is based on an investigation of appraisal statements and analysis techniques used in Fengshui. The Fengshui marketing model can be used for corporate advertising, sales promotions, public relations events, and for framing an overall marketing strategy according to changing consumer demand. As a sales promotion strategy, it can be used to influence consumer psychology and behavior. Although this study is limited to the all-pervasive advertising and marketing of houses by construction companies under installment plans, the Fengshui marketing method can also be used for the sale of store locations, space for product display, and so on. Initially, I analyze living spaces according to traditional Fengshui theory, and subsequently apply the modern method to study topographical space structures and geomagnetism disturbances. I present a standard form for writing the Fengshui appraisal statement based on the objective analytical method of Fengshui. With its shortcomings remedied, the appraisal statement can lead to high-quality advertising and increased valuations because it is based on objective data analysis and systematic evaluation of houses. In brief, I have designed the Fengshui marketing model as a sales promotion technique for the housing industry. I believe this study will contribute to the application of Fengshui in the housing industry's sales promotion efforts through high-quality advertising. Future research should evaluate Fengshui marketing in the housing industry based on case studies. Research questions to be addressed could include how Fengshui marketing has affected installment sales of houses and how Fengshui architectural practices affect general well-being. These studies would help propagate Fengshui marketing by validating its effectiveness. In addition, case studies should be undertaken to consider the practical applications of Fengshui marketing, how it can contribute to maximizing a company's image and profits, and how it can promote customer satisfaction.