• 한국의류산업학회지
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• 제25권6호
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• pp.690-703
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• 2023

With the emergence of digitalization and environmental changes, such as those caused by COVID-19 and high-speed networks, online video platforms have changed how people communicate and created new marketing opportunities. The unique characteristics of mobile short-form videos are causing more people to consume and produce diverse content in the digital environment. The study focuses on two story types (product essential and relative information) to examine the effectiveness of short-form videos for fashion marketing. This study verified the influence of the common traits of short-form video content (informativeness, expertise, familiarity, and playfulness) on fun, e-WOM, and purchase intention and the mediation effect of fun using video samples categorized by story type. In this study, 300 Gen Z men and women responded to a survey after watching a 30-second short-form video sample. All the traits of short-form video content were found to have a positive effect on fun. Moreover, all the traits excluding playfulness had a positive effect on e-WOM and purchase intention as well. Fun had a positive effect on both e-WOM and purchase intention as well as a partial mediating effect. These findings are expected to provide insight and reference for planning short-form video marketing from the perspective of the fashion industry.

• 한국의류산업학회지
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• 제25권5호
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• pp.578-592
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• 2023

This study identified and evaluated by deriving and categorizing concepts related to the user experience of metaverse fashion shows using grounded theory, which is a qualitative research method. Based on experiential marketing theory, in-depth interviews were conducted for 14 days with 14 males and females in their 20s and 30s. The research results and contents are as follows: The causal condition was the purpose of using metaverse fashion shows, and the action/interaction strategy caused by such a case was found to be establishing a system for metaverse fashion shows and promoting a positive brand image. The results included content evaluation of satisfaction, normal, or dissatisfaction. The contextual condition was a change in the form of consumption that emphasized experience, while the interventional condition was psychological distance. Based on this, the core category was defined as "consumption patterns that emphasized the purpose of use and experience affects the metaverse fashion shows and psychological distance appeared as a user experience evaluation through the establishment of a system of metaverse fashion shows and the promotion of a positive brand image". User types were classified as active or passive. Active users have the autonomy to select content according to their individual preferences, and accordingly, their experience preference tends to change. In contrast, passive users' preference for the technical quality of content is relatively low, but they have a high concentration of content diversity and audio-visual interest elements.

• 통상정보연구
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• 제8권2호
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• pp.79-98
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• 2006

With shifting the paradigm to digital economy, the digital industry becomes one of the national strategic industries. The digital industry has not only significant effects on forward and backward related industries but is also creating its own value. Furthermore, the effects of conversion with diverse products also play an important role in adding value. Since the early 2000s, Korea's culture so called 'Hallyu' (Korean wave) has been spreading to neighboring Asian countries such as China, Japan, Hong Kong, Therefore we have a good opportunity to increase our competitiveness with the development of the digital content industry using various base resources in conjunction with the spread of Hallyu culture in the Southeast Asian region. In this paper we attempt to suggest several schemes to promote our exports of digital contents while analyzing the current status of the Korean digital industry and addressing some problems and barriers to the export of the digital content industry. There are several schemes to be proposed in order to promote Korean exports of digital contents, as follows: 1) to foster global digital contents, 2) to establish a supporting system, 3) to build a marketing and R&D center, 4) to operate a test-bed of digital contents and 5) to fund expenses such as marketing.

• International Journal of Internet, Broadcasting and Communication
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• 제16권3호
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• pp.33-46
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• 2024

As YouTube is rapidly growing as an information platform, we investigated practical impacts of YouTube knowledge content and creator characteristics on viewer satisfaction and purchase intention. In so doing, an empirical survey was conducted among the viewers of <Chekgrim>, one of representative book YouTube channels in Korea. A total of 641 valid samples were analyzed. This study aims to understand the impact of knowledge contents on YouTube, and creator characteristics on viewer satisfaction and purchase intention. Specifically, for the study, content characteristics were divided into three sub-factors: entertainment, information, and interactivity, and the creator characteristics were divided into two sub-factors: intimacy and professionalism. Viewing satisfaction and purchase intention were set as dependent variables. The results of various analyses confirm that creator characteristics have direct and indirect effects on viewers' purchase intentions, and in particular, intimacy has the greatest influence on purchase intentions. This is expected to be a meaningful empirical analysis for future influencer marketing strategies and effective communications between content creators and consumers.

• 유통과학연구
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• 제19권1호
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• pp.89-103
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• 2021

Purpose: This study is to explore how Netflix Customers' Engagement was influenced by Instagram Content, Perceived Price, Exclusivity, and Motivation in the context of Media Streaming and the role of Willingness to Subscribe as the mediating variable. This study underlines millennial's willingness to engage and the form of engagement. Research design, data, and methodology: The data for this research were collected from 100 Netflix's Millennials subscribers who follow @netflixid Instagram. All the results were analyzed and verified using SEM-PLS. Results: Research findings indicated that Willingness to Subscribe, Exclusivity, Motivation, and Instagram Content positively influenced Customer Engagement among Netflix millennials' subscribers. In contrast, Perceived Price had a negative effect on Customer Engagement. Conclusions: As a consequence, the exclusivity that Netflix offers to its audience by a recommendation algorithm has been proven to increase the engagement. This study also disclosed that the most definite form of positive engagement shown by Netflix millennials' subscribers is a behavioral aspect, where they positively recommend Netflix (word of mouth). The study findings can be a reference for the media streaming industry in their efforts to strengthen the engagement with their customers, especially the millennials, and provide knowledge about consumer behavior in digital technology.

• Journal of East Asia Management
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• 제1권1호
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• pp.65-87
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• 2020

In recent years, with the rapid development of network live streaming, with the popularization of mobile Internet and mobile terminal equipment, the live streaming industry has ushered in great development. A sudden outbreak of the COVID-19 makes the PC end live streaming which has been developed for many years enter a new era, giving birth to the rapid development of mobile end live streaming. Not only because of the expansion of the live streaming industry market, the rise of the trend of the national live streaming, but also because the mobile live streaming is more and more valued by the brand, becoming an important tool for brand communication and product promotion. It is because of its unique communication characteristics that some scholars believe that the era of precision marketing has been opened by live network. Mobile live from the initial fans to reward and promote the brand, to now in the form of live marketing, consumers can "buy while watching". The time period from the understanding of the goods to the final completion of the purchase behavior has been greatly shortened. It is conducive to improving sales volume and brand awareness. Marketing communication through mobile live platform has become a popular way of brand marketing. This paper mainly studies the current situation, methods, problems and development strategies of brand marketing activities with the help of live streaming platform under the background of mobile internet. Taking Tmall live streaming platform as an example, this paper analyzes several ways of brand marketing with the help of live streaming and some universal characteristics of live streaming marketing by using the relevant theories of marketing. In view of the problems existing in live streaming brand marketing, it puts forward relevant Improvement measures. First of all, the paper puts forward the innovation in content and form. Second, the paper suggests that we should make full use of new technologies such as AR and VR to effectively combine with mobile live broadcasting. Third, the paper explores the integration of multiple channels to create intelligent marketing, and further optimize the live interface of mobile terminals. Finally, the paper emphasizes that the government departments and the platform itself should jointly supervise the mobile network live streaming platform and establish a good live broadcasting environment for mobile terminals. With the help of mobile live streaming, the marketing mode has an important impact on the promotion of brand marketing. How to make better use of this business mode and accurately use mobile live broadcast to promote brand marketing, so that enterprises can create greater profits, is also of profound research significance.

• Asia Marketing Journal
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• 제22권4호
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• pp.117-149
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• 2021

Over seven years, BTS have organically embedded consistent mental health messaging and modelling of various mental health modalities, representing innovation within mental health discourse, within and outside the pop and K-pop culture and fandom. Their personal and artistic journeys have resulted in songs, imagery, and relationship dynamics within the group and within and between their fans ARMY, that organically model behaviours associated with mental health therapeutic modalities and normalize the discussion of mental health and well-being. This practice is vitally important in the effort to end stigma and encourage mental health well-being and recovery. BTS's authenticity establishes empathy with their audience ARMY and increases their ability to deliver these messages effectively. This includes fostering the creation of a peer support community within the group that extends to their fanbase ARMY, and from which fan-created mental health programs have emerged. BTS's innovation will be explored by examining content creation throughout their career, illustrating their consistent and organic messaging, culminating in overt and conscious mental health content in their latest album BE, which was released three weeks after the initial paper was presented, and provides proof of concept.

• 한국IT서비스학회지
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• 제13권4호
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• pp.377-396
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• 2014

There is a phenomenon that the consumers from all over the countries are using the Korean online shopping malls, which has settled as a distribution industry. To get the attention of the consumers from other countries, the marketing strategy is important in order for the online shopping malls to go advance abroad. The purpose of this study is to overview the Pinterest, which is a shopping-oriented Social Network Service (SNS) based on the image content. The Pinterest is a valuable online shopping mall marketing channel. By looking at the background growth and feature of service, the existence of the mega SNS as a center in the social business is to see how Pinterest is targeting a niche market. As a result of this study, Pinterest has the advantage against other SNS for joining with online shopping malls because a tendency of the traffic referrals from Pinterest is increasing and the average of the cost of the purchase is high. Therefore, this study is reflecting various cases of utilizing the online shopping malls. In conclusion, Pinterest represents an illustrative case of effective marketing channel of the online shopping malls.

• 산경연구논집
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• 제14권3호
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• pp.1-8
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• 2023

Purpose: One of the eldest businesses in the realm is the real estate market and it has been dominated by offline sales and marketing tactics for decades. However, the home-buying process today is made simpler and more effective for purchasers thanks to internet platforms. This study is to investigate in terms of advantage of online platform of the real estate and its marketing strategy. Research design, data and methodology: For checking and collecting proper literature resources, content literature investigation used and it would be fitted for this research based on numerous prior studies in the realm of marketing strategies and online platforms of real state. Results: Online real estate platforms provides the availability of a broad range of properties for buyers and sellers, and connects buyers and sellers with nearby real estate mediators and agents. Finally, we figured out that utilizing real estate agents might have a huge positive impact on real estate agents. Conclusions: As online platforms become increasingly popular for real estate professionals, practitioners must be aware of the changes in technology and the resulting implications for how they market and sell property. Future research should explore the effect of online platforms on customer satisfaction and the overall accomplishment of real estate businesses.

• 산경연구논집
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• 제13권11호
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• pp.39-46
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• 2022

Purpose: Visual communication is the act of using elements and components that can be seen. Some of the elements include images, illustrations, drawings, and videos. The purpose of this research is to check if there is the meaningful role of visual communication for emotional marketing plan. Research design, data and methodology: The present author firstly tried to obtain prior knowledge based on numerous previous literature through qualitative content method, investigating and searching related topic in 'Scopus' and 'Google Scholar' which is one of the most famous database. This methodology has already been proved the credibility and conformability by prior researchers. Results: The current study looks at four basic aspects that will assist in analyzing the findings and results from different peer-review articles. The section will cover social media, videos, podcasts, and ads. Conclusions: Several studies also affirmed that increased use of the internet and internet for marketing causes psychological issues among adolescents. Only adults should view some of the marketing ads, but if they pop into an adolescent browser, it may cause some harmful effects. Therefore, the study concluded that moderation of online visual adverts should be done to ensure only the targeted customers view the advert.