• Culinary science and hospitality research
• /
• v.17 no.4
• /
• pp.104-120
• /
• 2011

This study is to make an empirical analysis of star marketing used as die means of sales promotion for Christmas cakes regardless of high advertising cos1s, by understanding the influence of attributes of celebrity advertising models for advertisements of bakery companies over die Christmas season on advertising attitude, corporation reputation and reliability which are recognized by consumers. The verification results were judged as important core elements for successful management in bakery industry. Since bakery brands are losing their differentiations in both functional and physical aspects, the study aimed to offer strategic suggestions to bakery industry. The result of study modelling were GFI=0.911, AGFI=0.887, NFI=0.935, CFI=0.979, RMR=.126 at the level of $x^2$=313.294(df-=218, p<0.001). First, model credibility and model attractiveness of advertising models bad a positive(+) influence on advertising attitude. Second, advertising attitude bad a positive(+) influence on corporation reputation and reliability. Third, corporate reputation also bad a positive(+) influence on corporate reliability.

• The Journal of the Korea Contents Association
• /
• v.19 no.8
• /
• pp.137-150
• /
• 2019

In this study, we investigated the joint effects of message framing (profit vs. loss) and source type (celeb vs. general) on the persuasive effectiveness of mass media campaign to prevent drunk driving. As a result of conducting an experimental study on 218 motorcycle drivers in Vietnam, the main effects of message framing were not significant, but the interaction effect with the type of information source consistently influenced the attitude toward the advertisement, the drunk driving prevention, and the behavior intention Specifically, it is more persuasive to send a message by a general model rather than an celebrity when the loss framing method is used while it is more persuasive to send a message by a celebrity model than a general model when the gain framing is used. This study therefore provided valuable information and practical implication to the National Traffic Safety Committee of Vietnam for establishing a campaign to prevent drunk driving. In addition, this research also has valuable theoretical implication because it examines the effect of drunk driving prevention campaign on the attitude toward not only advertisement and the drunk driving prevention but also the behavior intention.

• Journal of Distribution Science
• /
• v.19 no.9
• /
• pp.113-123
• /
• 2021

Purpose: BTS Meal at McDonald's was launched in May 2021 in selected countries all over the world. BTS fans in Indonesia bought the BTS Meal and collectively donated to the online delivery drivers as a form of empathy. As a quantitative study, this paper aims to identify the influencing factors in sociopsychology for fans to buy products (BTS Meal) available online using celebrity endorsement strategy, as well as demonstrating social empathy as an extended effect. Research design, data and methodology: empirical research was conducted through an online survey sent to 150 participants using the purposive sampling method. Participants were BTS fans, or ARMYs, who bought BTS Meal and conducted donations. Data were then sorted and processed with path regression. Results: preference and role model influenced the buying behavior; however, these factors influenced social empathy only when mediated by consumption. Preference and role model alone did not have a direct influence on social empathy. Conclusions: Consumer behavior insight is relevant in distribution science. A meal distribution involving brand ambassadors is considerable, particularly with celebrities demonstrating quality in capturing fans' hearts through role modeling. When a distribution is conducted online using a brand ambassador, buying behavior could lead to a social impact.

• Proceedings of the Korea Contents Association Conference
• /
• 2006.05a
• /
• pp.298-301
• /
• 2006

This study was conducted to observe the changes in trend of a beautiful face defined in different time frames. Affective space model was used in this study, for physical components of a face are far too complicated and undistinguishable from simple categorization of a face by facial characteristics. It is because using a facial model defined only by its physical characteristics renders a complicated and multi-dimensional space, whereas an emotional facial model enables a 2-dimensional space for easier observation and explanation. Scope of the study is focused on faces of the Korean female celebrities, looking at the media frequency, popularity rankings in well-known portal sites, and popularity ratings by reliable search organizations as of 2006. Celebrities in their 20s and early 30s were selected. In addition, to observe any trend in a beautiful face with the passage of time, the study looked at changes or trends in the last 5 years by comparing the faces of celebrities in year 2006 with their faces stored in the database since five years ago.

• Journal of the Korea Society of Computer and Information
• /
• v.25 no.8
• /
• pp.189-196
• /
• 2020

In this paper, we propose a study on the purchasing intent of the new e-commerce consumer, the coronavirus may once again drive the structural change of China's economy, and the new online marketing model will be noticed during the epidemic. Through 438 questionnaires collected on the Internet, frequency analysis, element analysis, reliability analysis and structural equation analysis were performed using SPSS V22.0 and AMOS V22.0 methods. Study the validation of hypotheses in the model to reveal the reasons why consumers in the new e-business are exposed. The results show that e-commerce features of Internet celebrities and individual characteristics of Internet celebrities can only enhance consumers' satisfaction. Quasi social relationships only increase consumer satisfaction without generating the will to purchase directly. Consumer satisfaction is the core foundation that dominates long-term consumption. E-commerce should focus on the ability of online celebrities to sell their expertise and the adaptability of value and product characteristics when conducting online celebrity marketing.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2008.05a
• /
• pp.116-122
• /
• 2008

As a model house has attempted a role change from a conceptual perspective as a housing cultural center starting from the 90ties, it began to direct the change into a high end building. In particular, large construction companies have recently invested on an unimagined scale, unlike in the past, in building a model house and pursued the construction of new attractions of cities as well as the upgrade of a brand image by hiring and implementing the designs of celebrity architects or designers. In addition, they have been in pursuit of a change by enhancing the satisfaction and pride of residents by offering spaces and programs for various cultural arts for apartment residents or potential customers and having them participate in those programs. This study aims to expound on the possibility of the utilization of a housing cultural center as a local complex community center by analyzing the spatial organization and the operational program of a housing cultural center appearing since the 90ties. With this aim, the study analyzed the cases of a complex community center and the program and the operational method of a housing cultural center within the case study in order to propose the possibilities for the utilization of a local complex community center. The elevation of the cultural and economic level of citizens and a rapid social change are shown as various demands for welfare, and the subsequent social physical change has led to the expansion of a space as a complex community. A housing cultural center is also directed to grow as a complex community center from the perspective of diverse demands and participations of consumers, and prepares a field for a broad spectrum of communications from the perspective of housing and cities.

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

• Journal of KIISE
• /
• v.43 no.11
• /
• pp.1210-1215
• /
• 2016

Readership of online newspapers has grown with the proliferation of smart devices. However, fierce competition between Internet newspaper companies has resulted in a large increase in the number of hoax articles. Hoax articles are those where the title does not convey the content of the main story, and this gives readers the wrong information about the contents. We note that the hoax articles have certain characteristics, such as unnecessary celebrity quotations, mismatch in the title and content, or incomplete sentences. Based on these, we extract and validate features to identify hoax articles. We build a large-scale training dataset by analyzing text keywords in replies to articles and thus extracted five effective features. We evaluate the performance of the support vector machine classifier on the extracted features, and a 92% accuracy is observed in our validation set. In addition, we also present a selective bigram model to measure the consistency between the title and content, which can be effectively used to analyze short texts in general.

• Knowledge Management Research
• /
• v.23 no.4
• /
• pp.295-314
• /
• 2022

Effectiveness of corporate promotion using SNS will be meaningful from theoretical and practical perspectives. This study attempts to explore the implications of running corporate ambassador programs composed of university students, different from previous studies focused mainly on celebrity influencers. To this end, the research model was generated and the hypotheses were tested by the responses of 287 subjects who received promotional messages from university student ambassadors of a public corporation. Research findings confirmed that ambassador characteristics (intimacy, expertise) had a significant influence on corporate promotion by mediating SNS information characteristics (information provision, information playfulness, and information reliability). Furthermore, it is found that MZ generation perceived the higher intimacy, the higher information playfulness, while the older generation perceived the higher expertise, the higher information reliability. In order to generalize these research findings, further research considering more diverse demographic characteristics is necessary.

• Journal of Distribution Science
• /
• v.13 no.7
• /
• pp.85-90
• /
• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.