• International Journal of Computer Science & Network Security
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• 제21권4호
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• pp.178-185
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• 2021

The emergence of social networks has led to the flourishing of a new golden era of branding, which is a challenge for companies due to the need for creative positioning of companies with an emphasis on building trust and loyalty to the brand. Consumers are becoming more demanding and due to a wide range of products in different markets, make demands that are more stringent on companies. The goal of this article was to study the main trends of branding and advertising on social networks to develop a new approach to brand promotion. Methodology. The quantitative and qualitative research design was used to determine the main trends in branding and advertising on social networks. The methodology included the following methods: 1) analysis of the relationship between brand value and brand content strategy, 2) content analysis of the content of companies in social networks on the example of 10 world-famous brands with the highest value. The results allowed forming the criteria of effective content and communication: simplicity of content and simplicity of communication, lack of direct advertising of products, emphasis on global socio-economic problems and social orientation, unobtrusive communication, content creativity, indirect information about the product or work, the history of the company's development through various tools. The main content strategies of brands are defined: storytelling strategy; strategy of informing about the history of the company's development; entertainment and information strategy; strategy of joint interaction with the audience through the involvement of wellknown influencers or users of products. The theoretical and practical value of the results is confirmed by the conceptualization of the main content strategies of world-famous brands, which are pioneers in new ways to build relationships with users through social networks. The research proposes to use a customer-oriented approach to brand promotion. This means studying consumer behavior and predicting possible changes in behavior, which determines the level of interaction with the brand, the content strategy of the brand, and its effectiveness.

• 디지털융복합연구
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• 제19권11호
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• pp.113-119
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• 2021

본 연구는 코로나19 팬데믹의 영향으로 매출이 상승한 정보통신업 기업을 대상으로 팬데믹 선언 전·후의 경영성과와 이익의 질을 비교하고 이러한 차이가 유의미한지를 분석하였다. 이를 위하여 경영성과는 수익성, 성장성, 유동성, 안정성의 4가지 지표를 사용하고, 이익의 질은 Dechow and Dichev(2002) 모형과 Francis et al.(2005)의 모형을 이용하여 측정한 잔차의 표준편차를 이용하였다. 분석 결과, 대표적인 경영성과 지표인 ROA는 팬데믹 이전 기간보다 이후 기간이 상승하였지만, 유동성은 오히려 악화된 것으로 나타났다. 이익의 질 또한 ROA와 마찬가지로 팬데믹 이후 기간이 이전 기간에 비하여 이익 지속성이 유지되고 있음을 확인하였다. 전반적으로 정보통신업 기업의 이익 수준과 이익의 질은 개선되고 있는 것으로 보이지만 유동성은 약화하고 있으므로 눈앞의 위기를 넘겼던 기업들이 당장 부채를 상환할 준비는 되어있지 않다는 것을 확인하였다. 따라서 앞으로 코로나19가 진정되는 시점부터 늘어난 부채를 줄이기 위한 기업들의 구조조정이 필요함을 시사한다.

• 무역학회지
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• 제45권2호
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• pp.51-65
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• 2020

According to an analysis of 560 foreign-invested companies investing in South Korea's manufacturing industry, the following three facts were found. First, the proportion of sales by manufacturing foreign-invested companies is divided into 68.5 percent of domestic sales and 31.5 percent of exports. From 68.5 percent of domestic sales, sales to Korean companies are 60.5 percent, including 37.1 percent for large companies and 23.4 percent for small and medium-sized companies, while only 8.0 percent for domestic consumers. Second, the investment sectors of manufacturing foreign-invested enterprises are 'machine and equipment manufacturing', 'chemical and chemical-chemical material manufacturing-excluding pharmaceuticals', 'electronic components, computers, video, sound and communication equipment manufacturing' and 'vehicle and trailer manufacturing'. It overlaps with electric·electronics, petro-chemicals and automobiles, which are Korea's main industries and areas of Korean global companies. Third, 31.5 percent of the sales of foreign-invested companies in the manufacturing sector are exported. Foreign-invested companies export their products to use them for their parents or affiliates or to the third countries. The analysis shows that foreign-invested companies invested in Korea for B2B transactions with Korean companies. The implications are that Korea can attract foreign investments by utilizing Korean companies' demand for intermediate goods. Foreign-invested companies can invest in Korea in order to use Korea, which has signed free trade agreements with the US, the EU and ASEAN, as an export platform.

• Asia Marketing Journal
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• 제21권2호
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• pp.73-98
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• 2019

As information and communication technology continue its remarkable development, the exchange of information online becomes as prevalent and frequent as face-to-face communication in daily life. Therefore, the management and application of WOM (word of mouth) practices will become more important than ever to companies. Currently, there are various types of communication channels for online WOM, and each channel has its own unique traits. Most of the previous research studies online WOM by examining the information inside a single communication channel, but this research chooses two different communication channels and analyzes the effects of online WOM with each channel's unique characteristics. More specifically, this research focuses on the expectation that the effects of information from Twitter and blogs on product sales may differ because Twitter and blogs, two different communication channels for online WOM, have their own unique traits. Our particular aim is to perform an in-depth examination on the effects of communication channel's volume and valence on product sales, two important attributes of online WOM. Furthermore, while most of the empirical research focuses on online WOM and analyzes its effect on markets of temporary experience goods, such as movies and books, this research highlights focuses on the automobile market, a durable goods market. The results of our analysis are as follows: First, regarding blogs, a positive valence significantly and positively affects the sales of products, and this result indicates that consumers are influenced more by the emotional aspect of a product presented in a post than by the number of blog posts. Second, regarding Twitter, the volume of online WOM significantly and positively affects sales, an indication that as the number of posts increase, the sales increase. Through this research, we suggest that even those firms that sell durable goods can increase sales through the management and application of online WOM. Moreover, according to the characteristics of communication channels, the effects of online WOM on sales differ. As a practical implication of this research, we suggest that companies can and should create marketing strategies appropriate to their targeted communication channels.

• International journal of advanced smart convergence
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• 제12권2호
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• pp.193-200
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• 2023

This paper selects 100 IT companies listed on the Shenzhen Stock Exchange from 2016 to 2020, and the public announcement in Hwajung collects ESG integrated ratings and grades for each sector and empirically verifies the relationship between ESG ratings and stock returns. Huazheng ESG level data and QIANZHAN database Using corporate financial data, a total of 500 samples were selected through correlation analysis and linear regression analysis with SPSS23 to analyze the effect of ESG on Return. As a result of the analysis, first, the impact on stock returns was found to be a significant positive (+) value for ESG integrated ratings and ratings by E (environment), S (social), and G (governance) sectors, confirming that ESG ratings have a positive mold of corporate stock returns. Currently, the world's major economies have proposed sustainable development strategies and "carbon neutral" goals. Development strategies are very consistent with ESG concepts, and companies that agree and execute ESG concepts may have higher ratings than other companies in the same industry, resulting in certain evaluation premiums. In addition, capital market performance in recent years shows that companies with ESG concepts or "carbon neutrality" concepts are generally considered to have higher growth potential and stronger anti-risk capabilities in the market. For listed companies, they should focus on ESG investment, improve ESG performance, and actively disclose related information to investors. Improving ESG performance should deliver positive information to society, enhance corporate image, increase market confidence in the future development of listed companies, and positively improve corporate value to actively increase financial, financial, trading, and other aspects of negotiation.

• 국제학술발표논문집
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• The 3th International Conference on Construction Engineering and Project Management
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• pp.1124-1127
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• 2009

With the help of information and technology development since 2000, there have been increasing number of community forums for communications among future residents through on-line webs after the contracts for purchases have been signed. However, more complaints are being filed since the construction companies take less care of them in the nation. Therefore, a mutual communication system is to be proposed in this paper in order to reduce the complaints in advance due to improper communications, to improve the customer satisfaction, to analyze the troubles for communication, and to provide solutions for better mutual communications

• 광산업정보
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• 통권60호
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• pp.65-67
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• 2010

• 한국비블리아학회지
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• 제22권3호
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• pp.75-90
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• 2011

본 연구는 SNS에 대해 이론적으로 고찰하고 트위터, 페이스북, 미투데이를 중심으로 출판사들의 SNS 활용실태를 조사 분석하여 문제를 파악, 개선방안을 제언하고자 수행되었다. 분석결과, 첫째 SNS를 개설한 출판사는 전체 신고 출판사(41,407개) 중 0.5%(222개)에 불과한 것으로 파악되었다[독립적 웹 페이지 개설한 출판사는 전체 출판사 중 3.7%(1,537개)]. 둘째 조사대상 SNS 222개 중 응답 212개(트위터 71개, 페이스북 74개, 미투데이 67개)를 대상으로 조사한 결과, 50.5%(107개)가 100명 이하의 독자 혹은 잠재 독자와 관계를 설정하고 있을 정도로 소통이 미흡하고, 출판사들이 게시한 글의 횟수 또한 1,000개 이하가 77.4%(164개)에 달할 정도로 낮게 나타났다. 셋째 출판사들이 게시한 글(300개)과 이용자들이 게시한 글(500개)을 분석한 결과, 게시한 글의 상당수가 출판도서의 마케팅, 소개, 추천, 독서와 관련한 글로 나타나 긍정적이었다. 하지만 출판사들의 SNS에 글을 게시한 이용자 글의 86.6%가 1회성 글로 나타나, 지속성이 미흡한 것으로 파악되었다.

• 한국전자거래학회지
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• 제8권4호
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• pp.207-221
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• 2003

협업 지원을 위한 기존의 시스템은 일반 기업의 범용적인 업무 프로세스에 초점을 두고 있어 중소 산업 디자인 회사와 같이 소규모의 특화된 업무프로세스를 가지는 기업에는 적용이 용이하지 않다. 본 논문에서는 중소 산업 디자인 기업의 업무 프로세스를 분석하여 협업을 개선시키기 위한 요구 조건들을 도출하고, 이들 요구 조건들을 체계적으로 반영하기 위하여 고객의 승인과 내부의 일정 공유 기능에 중점을 둔 협업 지원 시스템 플랫폼을 제안한다. 제안된 협업 지원 시스템은 내부 조직원 중심의 비체계적 협업지원의 기능이 아닌 외부 조직원과의 체계적 협업을 지원한다는 면에서, 협업 지원 시스템의 새로운 연구방향을 제시하고 있으며. 상대적으로 정보 시스템의 도입이 취약한 중소산업 디자인 회사의 협업 지원 환경을 개선하고 프로젝트를 체계적으로 진행하는데 기여할 수 있을 것으로 예상된다.

• 대한안전경영과학회지
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• 제11권2호
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• pp.187-195
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• 2009

Various kinds of service measurement including the development of the measurement of service quality have been developed. Especially the mobile telecommunication service being represented by the mobile communication company would be the mostly developed area. Its service development can be understood along with the development of the telecommunication companies as well as cellular companies. It is a differentiated phenomenon in the current research, such as the organic influence between the service quality and product. Of course there are such products placed on sale and enjoyed the common service, but at present there is another case that the product is on the market exclusively with the mobile company in here. This article is to estimate service efficiency for Mobile Communication and Cellular company. In this paper, We tried to measure the service quality and overall satisfaction by using Data Envelopment Analysis(DEA), degree of combination and top2box which is a little bit different methodology from traditional ones. This paper uses CCR model in DEA to measure service efficiency in the Mobile Communication.