• Journal of Korea Society of Digital Industry and Information Management
• /
• v.11 no.2
• /
• pp.153-166
• /
• 2015

This paper proposes a trans-media branding for the trans-media-based cultural content marketing strategy. Trans-media brand analytical framework is proposed with previous studies. And mobile messenger Character 'Line Friends' is analyzed for the text. Trans-media branding is accessible through a multi-platform in the technological environment. Consumer culture, as well as participate include business models to generate revenue also as brand equity. While the character elements that make up the story from the perspective of cultural content storytelling act as an independent cultural goods. Character is segmented elements. Therefore, trans- media branding of the characters are more meaningful. 'Line Friends' trans-media branding can be summarized as follows: First, it takes advantage of the characteristics of the existing Information-Technology-based mobile. Second, it puts consistently found the content of the attributes of Mobile Messenger 'communication' and 'friendship'. And third, while the content of each platform is constantly linked with other platforms, the brand is positioned inside the window effect.

• KOREAN JOURNAL OF CROP SCIENCE
• /
• v.52 no.2
• /
• pp.123-128
• /
• 2007

Demand for high quality rice has always been a major factor in the international rice marketing. In the present study, doubled haploid (DH) population derived from anther culture of a Tongil/japonica hybrid was used for genetic analysis of rice grain quality. The average values of DH lines for grain weight, grain length and the ratio of grain length to width were near the mid-parent value. More than 40% DH lines showed transgressive segregation for grain weight, length, amylose and lipid content, but less than 10% DH lines observed on ratio of length to width and grain thickness were transgressive segregation. Correlation analysis between appearance qualities and physicochemical characters indicated that grain width and grain thickness both significantly and negatively correlated to protein and lipid content. A highly significant negative correlation between protein content and amylose content was observed.

• Asia pacific journal of information systems
• /
• v.25 no.2
• /
• pp.239-264
• /
• 2015

This study aims to investigate the effect of message content and source user identity on information diffusion in Twitter networks. For the empirical study, we collected 11,346 tweets pertaining to the three major mobile telecom carriers in Korea for three months, from September to December 2011. These tweets generated 59,111 retweets (RTs) and were retweeted at least once. Our analysis indicates that information diffusion in Twitter in terms of RT volume is affected primarily by the type of message content, such as the inclusion of corporate social responsibility activities. However, the effect of message content on information diffusion is heterogeneous to the identity of the information source. We argue that user identity affects recipients' perception of the credibility of focal information. Our study offers insights into the information diffusion mechanism in online social networks and provides managerial implications on the strategic utilization of online social networks for marketing communications with customers.

• Journal of the East Asian Society of Dietary Life
• /
• v.6 no.3
• /
• pp.355-363
• /
• 1996

Physicochemical properties of marketing and intensive persimmon vinegar were investigated, the results are as following; Total acidity in D, H, S, J, sweet persimmon(SP) and persimmon vinegar were 4.20, 3.03, 2.58, 3.30, 5.92 and 5.81%, respectively, and the value of intensive persimmon(IP) vinegars wre higher than that of others. SP sample was lower than any other vinegar as compared to L value in colors, no sample was lower than H and S vinegar inturbidity and browning. Brix of IP samples were lower than that of other vinegars, there was a little fructose in the all samples. Among the organic acids, galacturonic acid content except acetic acid was the highest, and ascorbic and malic acid were detected a little, Calium content was the highest of minerals in persimmon vinegars, phosphorus was detected a little. Alcohols of 5~6 types were analyzed in each samples, free amino acids of 17~24 dypes were analyzed, D and IP vinegars have more acohols and amino acids, and their contents were higher than the others. Volatile components of 6~9 types were analyzed in each samples, these have more ethanols except acetic acids than other volatile components, and the contents of IP samples were higher than that of marketing persimmon vinegars.

• KOREAN JOURNAL OF CROP SCIENCE
• /
• v.47
• /
• pp.124-134
• /
• 2002

The sweetpotato, Ipomoea batatas L. (Lam.), is one of the important summer upland crops in Korea and has been used as human food, industrial yaw material and vegetable. Sweetpotato has been consumed for human foods such as boiled, roasted, fried or salad etc. It should be developed for higher quality as a snack or health food, primarily through improving the eating and marketing qualities as well as nutritional value. Its quality after cooking or processing is a complex one combining the aroma, taste, texture and fiber content. The other important qualities for consumers are root shape, size, skin color, flesh color, insect and disease resistance, nutritional components and safety from phytoalexins(toxic stress metabolites) etc. Korean people generally prefer to red skin color, round or elliptic shape and dry texture, yellow flesh color of sweetpotato which is high in starch content including vitamins and nutrients. The almost factors of quality components of sweetpotato are genetically controlled by breeder, but postharvest handlings and marketing management for making high quality goods should be done thoroughly according to the quality evaluation criteria of sweetpotato from the moment of harvest until shipping them to the market by farmers and the other users. This paper describes current status and prospects of the quality evaluations and researches in sweetpotato roots in Korea.

• The Research Journal of the Costume Culture
• /
• v.23 no.3
• /
• pp.498-511
• /
• 2015

This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor's six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies

• International Journal of Advanced Culture Technology
• /
• v.8 no.2
• /
• pp.146-158
• /
• 2020

As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.

• Asia-Pacific Journal of Business
• /
• v.13 no.1
• /
• pp.141-152
• /
• 2022

Purpose - This study attempts to explore the factors that affect the consumer's response to the influencer's "backdoor advertisement" which has been a social media controversy recently. Accordingly, this study focuses on the importance of the information source's characteristics in influencer marketing, and demonstrates the impact of influencer credibility, attractiveness, and expertise on consumer responses after the influencer's sponsorship controversy. Design/methodology/approach - To this end, a study was conducted on adults who subscribed to one or more channels of influencers, and a virtual newspaper article was used in the survey. 196 sample data were collected and SPSS PROCESS Macro was used for data analysis. Findings - As a result, there was a negative impact on the credibility of the influencer which carried over to a negative reception of their shared content, while the attractiveness of the influencer had a positive impact on the reception of their shared content, even after the controversy over the influencer's backdoor advertisement. Research implications or Originality - This study contributes to the expansion of research on influencer marketing. Also, it provides insight into understanding and interpreting the phenomenon of influencers' backdoor advertisements and consumer reactions.

• Journal of Information Technology Services
• /
• v.12 no.4
• /
• pp.41-57
• /
• 2013

As the usage of SNS has grown dramatically over the last years, it has been used in various sectors not just a tool for communication. In particular, corporate companies actively use Facebook as a tool for corporate marketing. Corporate companies communicate with their customers by providing service or events information. In this study, empirical analysis was carried out on corporate companies that are using Facebook as a marketing tool, thus finding out the influencing factors in continued usage of Facebook Fan Page users. In addition, analysis of the factors will be investigated according to continued usage of the users, where the user's intention will differ depending on how corporate companies operate and deal with the Facebook Fan Page. Factors affecting the user's satisfaction, perceived usefulness, and perceived playfulness were deducted through the analysis of the existing literature study on corporate company's continued intention on the usage of Facebook Fan Page. Accordingly, factor affecting this such as relationship, speed, content diversity, which are the media characteristics of the Facebook were deducted and finally hypothesized. In addition, the type of corporate company's Facebook Fan Page was divided into event type, communication type, information service type. And hence investigated the factors that differed from the continued usage depending on the type. Results analysis shows that perceived usefulness affected only relationship, speed, content diversity. Furthermore, analysis shows that corporate company's Fan Page of communication and event types are the factors that affect the usage intention which meant it only affected the perceived enjoyment. On the basis of this study, we are able to present an implication of value where corporate company use it as a marketing tool, through factors from continued usage of coroporate company's Facebook Fan Page users.

• The Journal of the Korea Contents Association
• /
• v.6 no.5
• /
• pp.131-144
• /
• 2006

This study tries to segment musical market to provide Korean musical marketers with marketing strategy implication. We focused university students who are known to form attractive market in the musical market through existing studies. For this research, we divided whole musical market using various variables such as musical audience' demographic, lifestyle and purchasing behavior variables. Using mixture model, we could divided as four significant segments : 'the type of musical mania', 'the type of musical preference', 'the type of musical medium' and the type of indifferent musical'. Each segment showed different musical purchase behaviors, lifestyle and demographical characteristics, also we suggested marketing strategy to each segment. Our research results can contribute to understand objectively musical market.