• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.638-648
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• 2016

The current study investigated the impact of interaction between self-esteem and reward type on the effects of an international relief campaign. Self-esteem refers to how worthy a person feels about the self. Reward is differentiated by intrinsic or extrinsic type. An experimental research was conducted with 184 subjects by self-esteem ${\times}$ reward type. This research was progressed with two stages. At the first stage, questionnaires relative to participants' self-esteem and past experiences were distributed. At the second stage, the participants rated their responses after exposure to the campaign. Individuals with higher self-esteem showed more favorable message attitudes towards intrinsic reward type, yet those with lower self-esteem did not show a significant difference. Analyses for behavioral intention did not produce any significant result.

• Convergence Security Journal
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• v.20 no.2
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• pp.77-83
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• 2020

According to a statistical survey, despite the continuous improvement of the economic level, the participation rate of donations is decreasing. As a cause of this phenomenon, the problem of reliability of donation organizations is a big part. In order to increase viewers' intention to donate, this study developed a donation campaign linked data service that shows information that can increase the credibility of donation organizations and storytelling of donation recipients. Specifically, a user scenario of a data service that is properly operated in conjunction with a donation campaign that is broadcast shortly was defined, and a user interface was designed by reflecting the characteristics of the TV platform. In addition, a prototype based on the DVB-MHP standard was developed to analyze the effect of the data service utilization on viewers' intention to donate.

• Journal of the Korean Society of Costume
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• v.65 no.7
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• pp.75-85
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• 2015

The purpose of this study is to examine ways to vitalize cause related marketing (CRM) by proposing character T-shirts The campaign will employ Neo-Pop art, a genre popular with both companies and consumers. Study results are as follows: First, campaign T-shirts on the issue of human alienation resulting from digitalization can be utilized to generate financial profit that can be returned to society. This can lead to the acts of exchange for profit generation, public image improvemen of companies, and enhancement of their external status. As for the non-financial aspect, the campaign could lead to increased awareness of social issues and present opportunities to take actions of improvement. Second, the financial objective of character T-shirts dealing with environmental issue of sustainability involves brand distribution network support and revitalization of promotion such as shopping basket of love and eco-friendly store matching program for eco-friendly campaign. As for the non-financial aspect, it can help raise consumers' awareness of cause related activities such as crowd funding and fundraising and prepare opportunities of direct participation. Third, the financial objective of character T-shirts dealing with natural disaster relief activities on the global level involves brand recognition level increase and enhancement of positive association of companies through emergency relief and articles support as a result of drastic increases in casualties from nature disasters. As for the non-financial aspect, it can induce people's participation in relief activities and lead to the establishment of crisis response procedures. The information on the development of pop-art character T-shirts proposed in this study is expected to be used as basic information on cause marketing of fashion companies in the future, while providing inspiration to related fashion design.

• Journal of Internet Computing and Services
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• v.17 no.2
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• pp.87-95
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• 2016

Considerable research over the years has been devoted to ascertaining the impact of social media on political settings.In recent days, Social Network Sites (SNS) such as Facebook allowed users to share their political beliefs, support specific candidates, and interact with others on political issues. This study examines the role of SNS as the means of political campaign. The study tasks the case of the 2015'sspecial election, Seoul Korea. The analysis aims to identify how candidates use Facebook or Twitter to interact with voters by applying functional theory of political campaign discourse developed by Benoit. In this study, we analyzed the candidates' SNS messages in terms of political behavior such as self-expression, informing policy, asking voters to participate in political events. Among them the results indicated that two candidates, Jung, Dong Young and Byun, Hee Jae, both of them used SNS to express themselves the most. The study also found that two candidates used mainly the strategy called 'acclaim' which praises their own strengths. In terms of topics of SNS messages (policy versus character) there was different between two candidates. Jung, sent message in relation to 'character' the most, while Byun contained 'policy' message on SNS the most. Based on these findings implications and directions for future studies are discussed.

• The Journal of Industrial Distribution & Business
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• v.10 no.7
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• pp.49-58
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• 2019

Purpose - Previous studies on the influence of appeal types of advertising messages on pro-social behavior have shown inconsistent results. The purpose of this study is to examine whether the appeal type of advertising affects consumer's prosocial behavior. In particular, the authors investigated whether the social exclusion moderates the relationship between the appeal type of advertising and prosocial behavior. Research design, data and Methodology - To verify the hypothesis, two experimental study were conducted. The experimental study was 2(appeal type : self-benefit vs. other-benefit) by 2(social exclusion : being ignored vs. being rejected) between-subject design. Participants were randomly assigned to one of four conditions. The experiment was conducted using a computer. First, the participants was exposed to the advertising image used in the social campaign, and then responded to questions about social behavior. The participants completed the experiment after further responding to the item for manipulation check and demographic measure. The experiment took about 10 minutes in total. Results - In Study 1, a global warming campaign with participation intention variable, other-benefit ads rather than self-benefit ads drive consumers who feel socially rejected to be more willing and likely to participate, but consumers who feel socially ignored are more likely to participate the campaign in self-benefit ad than other-benefit ad. Study 2 replicates the findings, a child poverty relief campaign with an amount-to-donate variable: consumers who feel explicitly rejected allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but consumers who being ignored are willing to donate more money. Conclusion - This study has theoretical contribution in that it expands existing theories by explaining the existing inconsistent results of the message appeal influence on pro-social behavior through new control variables. In addition, the results have important managerial implications, suggesting marketers should tailor their marketing message to match the consumer situation.

• Journal of the Korean Society for Library and Information Science
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• v.16
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• pp.71-110
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• 1989

The purpose of this study is to investigate the influential factors creating the modern library thought in the latter part of Yi Dynasty. After Korea was forced to make a treaty opening up the country in 1876, Western civilization was introduced and reforms were carried out eventually. Various influential factors could be taken into consideration as follows. (1) The envoys to Japan after 1876 (2) Tourists party to Japan organized by Gentlemen in 1982 (3) The persons who studied abroad (4) Establishment of modern schools and development of publications: on the new learning. (5) News media and others Above all, the persons who studied abroad, such as Yu Gil Jun, Yun Chi Ho, etc., in early stage has contributed most to the extension of public recognition for modern library in Korea. Therefore it can be said that the formation of modern library thought in Korea was based on the theory of the Western library as was the Japan in the period of Meiji Restoration. Patriotic intelectualls in these days believed that reform of the educational system and the diffusion of knowledge was very much meeded in order to preserve an independent Korea and to build up national strength, and then nation-wide campaign for enlightenment was earried on. For that reason the movement of the national library establishment in 1906 also should be regarded from the same point of view, that is, as a part of the enlightenment campaign. Therefore it should not go unheeded that strong patriotism was always streamed under the ground of the library campaign as well as the new learning and new education campaign. Unfortunately every plan of Korean library movement had broken down and missed the chance for having experience of self-development because of the Japanese invasion.

• Journal of Convergence for Information Technology
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• v.11 no.12
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• pp.211-220
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• 2021

In this study, we intend to investigate the effect of cosmetic companies' planning actions for green marketing campaigns on their intention to participate and their actions. To this end, a survey was conducted and a total of 186 questionnaires were analyzed. The main results are as follows. The three factors of planned behavior, attitude, subjective norm, and perceived behavior control, all had a significant effect on participation intention and participation behavior, and subjective norm was found to have the greatest influence. In addition, it was found that participation intention had a significant effect on participation behavior. Therefore, in order to activate the green marketing campaign, it is necessary to study the marketing method that can inform the people around the participation method, recommend the participation in the campaign, and recommend it.

• Atmosphere
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• v.31 no.4
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• pp.461-472
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• 2021

Yeongdong has frequently suffered from severe snowstorms, which generally give rise to societal and economic damages to the region in winter. In order to understand its mechanism, there has been a long-term measurement campaign, based on the rawinsonde measurements for every snowfall event at Gangneung since 2014. The previous observations showed that a typical heavy snowfall is generally accompanied with northerly or northeasterly flow below the snow clouds, generated by cold air outbreak over the relatively warmer East Sea. An intensive and multi-institutional measurement campaign has been launched in 2019 mainly in collaboration with Gangwon Regional Office of Meteorology and National Institute of Meteorological Studies of Korean Meteorological Administration, with a special emphasis on winter snowfall and spring windstorm altogether. The experiment spanned largely from February to April with comprehensive measurements of frequent rawinsonde measurements at a super site (Gangneung) with continuous remote sensings of wind profiler, microwave radiometers and weather radar etc. Additional measurements were added to the campaign, such as aircraft dropsonde measurements and shipboard rawinsonde soundings. One of the fruitful outcomes is, so far, to identify a couple of cold air damming occurrences, featuring lowest temperature below 1 km, which hamper the convergence zone and snow clouds from penetrating inland, and eventually make it harder to forecast snowfall in terms of its location and timing. This kind of comprehensive observation campaign with continuous remote sensings and intensive additional measurement platforms should be conducted to understand various orographic precipitation in the complex terrain like Yeongdong.

• Journal of the Economic Geographical Society of Korea
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• v.22 no.2
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• pp.141-159
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• 2019

Giving behavior promotes social solidarity and lessens social deprivations by voluntary practices to make better communities. Despite the increasing trend of giving in terms of participation and amount in Korean society, the giving culture has deeply rooted in charitable emotion based on compassion, still far from social solidarity. This paper attempts to identify giving behavior by investigating its characteristics and changes in its motives from the compassion-based social welfare to social responsibility and community solidarity, centering around 'Yellow envelope campaign' started in 2014 to support the living expenses and cost of litigation for the fired workers of Ssangyong Motors. By employing questionnaire survey and in-depth interview, it analyzes the horizontal relationships, reciprocal responsibility, social capital, and pursuit for conflict solution. Even though the campaign didn't change our society as a whole, but it cast the social questions on the birth of social empathy and solidarity.

• Journal of the Korean Society for Library and Information Science
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• v.55 no.1
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• pp.59-83
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• 2021

The purpose of this research is to analyze the characteristics and problems of 'Reading Cheongju' which launched as 'One Book, One City' reading promotion campaign in 2006 and conducted 23 times for the past 15 years. The analysis of the selection criteria of 'one book', 31 selected books, and the activity of reading and discussion shows the strength of continuity and stability of 'Reading Cheongju'. However, the following weaknesses need to be improved on: the inadequate change in book selection criteria, selection of several books according to age groups instead of 'One Book', lack of consistency in themes of selected books, preference for best-sellers and popular works, difficulty in identifying the continuance of individual participation in reading and discussion, librarians' role limited to organizing programs, and lacking in direct participation in discussion and communication, and events and programs only led by Cheongju City Library without any cooperation from community members.