• International Journal of Advanced Culture Technology
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• v.8 no.3
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• pp.101-105
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• 2020

In this study, the aim is to understand the strategy of video content production with the case of the baby shark development process of Pink Fong Company, the content is described about the successful planning and strategy of baby shark which has become a global content, and the main point describes the planning of the production process and marketing strategies for each country. The findings of the conclusions resulted in the application of the standards of globalization and the local understanding of culture as the main factors for content success. If the Pink Pong Company's method is applied through this, it is possible to apply what is the main issue of creative content production Reproduction in the future.

• Journal of Digital Convergence
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• v.19 no.2
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• pp.457-462
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• 2021

YouTube has established itself as a major media platform. Businesses give more attention to YouTube's influence as marketing using the platform demonstrates positive effects. Accordingly, this study aims to look into how the quasi-social interaction of the users of beauty content on YouTube affect purchase behavior intentions and provide results as basic data for establishing an efficient marketing strategy. Quasi-social interaction exerted significantly positive influence on purchase behavior and purchase intention. This suggests that the stronger the quasi-social interaction becomes, purchase behavior and purchase intention get stronger. Therefore, strategies for facilitating marketing should be devised by increasing efficient quasi-social interaction according to user characteristics.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.2
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• pp.217-232
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• 2021

This study analyzed the characteristics of generation Z leading the trend of the fashion industry through the creative activity of Virgil Abloh. A literature review and case study were conducted together with detailing the research methodology. As a result of research, generation Z is conceptualized as a "digital native" who grows in digital technology environment with excellent visual sense. They are "SNS creators" who have influence on Social Networking Services (SNS). They are also characterized as "social activists" who reject social conventions and prejudices. They are a "leading creators" who seek to differentiate with creativity. The characteristics of generation Z in the creative activities of Virgil Abloh have a feature of digital native in that they seek visual originality. In terms of communicating with generation Z through SNS and influencer marketing, it has the characteristics of SNS creators. It expresses social activists in providing consumers with diversity, and social perceptions of differentiation. In terms of providing content that encourages consumers to express their personality, it has a feature of leading creators. It is meaningful in that it contributes to the understanding of the market change and marketing strategy according to the consumer development and the activity of the fashion designer.

• Journal of Digital Convergence
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• v.7 no.4
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• pp.67-80
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• 2009

The research tried to realize the policy which serves Innovation ability for culture-contents producer, and culture-contents producer's Innovation ability which impacts OSMU of contents in the policies of government for vitalizations of culture-contents industry. As a result, we have reached the conclusion that the supportive policies for technology, exports and marketing were effective to strengthen the innovation ability of management of human resource, creation and production area. Also we have found that content's OSMU has been influenced by innovation ability. The implication of this study are followed. First, the policies which are intended to revitalize the culture content industry by government has the effect that are some different ones from the settlement and intention. Second, the production industry of animation do still passive and closed organization management, without the efforts for opened and cooperative management. Therefore, the efforts of government which are more practical and realistic supports to revitalize and based on strategic cooperation of industry.

• Fashion & Textile Research Journal
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• v.25 no.6
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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.

• Asia pacific journal of information systems
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• v.33 no.2
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• pp.282-297
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• 2023

One of the emerging trends in the marketing field is digital video marketing. Online videos offer rich content typically containing more information than any other type of content (e.g., audible or textual content). Accordingly, previous researchers have examined factors influencing videos' popularity. However, few studies have examined what causes a video to remain popular. Some videos achieve continuous, ongoing popularity, while others fade out quickly. For practitioners, videos at the recommendation slots may serve as strong communication channels, as many potential consumers are exposed to such videos. So,this study will provide practitioners important advice regarding how to choose videos that will survive as long-lasting favorites, allowing them to advertise in a cost-effective manner. Using deep learning techniques, this study extracts text from videos and measured the videos' tones, including factual and emotional tones. Additionally, we measure the aesthetic score by analyzing the thumbnail images in the data. We then empirically show that the cognitive features of a video, such as the tone of a message and the aesthetic assessment of a thumbnail image, play an important role in determining videos' long-term popularity. We believe that this is the first study of its kind to examine new factors that aid in ensuring a video remains popular using both deep learning and econometric methodologies.

• International journal of advanced smart convergence
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• v.8 no.2
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• pp.56-67
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• 2019

The aim of this study is to develop Artificial Intelligence (AI) based business models of media firms. We define AI and discuss 'AI activity model'. The practices of the efficiency model are home equipment-based personalization and media content recommendation. The practices of the expert model are media content commissioning, content rights negotiation, copyright infringement, and promotion. The practices of the effectiveness model are photo & video auto-tagging and auto subtitling & simultaneous translation. The practices of the innovation model are content script creation and metadata management. The related use cases from 2012 to 2017 are introduced along the four activity models of AI. In conclusion, we propose for media companies to fully utilize the AI for transforming from traditional to successful digital media firms.

• Journal of Digital Convergence
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• v.19 no.2
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• pp.379-386
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• 2021

The tourism industry and AR act as important factors to diversify the tourism industry by combining them with one another. Currently, the advent of mobile smartphones and AR interactive is expected to play a major role in improving tourists' experiences and promoting tourism. AR's high entertainment characteristics, realism and strong interaction can be actively used as a major advantage in promoting tourism. This paper presents some appropriate examples of how AR interactive design is used in tourism marketing through various use cases where AR interactive design is used in tourism. Furthermore, a detailed analysis of the Magical Gulangyu verifies the descriptions listed in the text and presents the direction of future research.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.509-526
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• 2015

The study investigated the N-Screen strategies of paid digital contents of foreign newspapers belonging to advanced companies: USA, United Kingdom, and Japan. This research employed the time to launch paid digital content business, whether or not to segment market, and 4p marketing mix strategies for analyzing the strategies. The results show that the strategies, starting around the year 2000, had experience chasm, and then revived since the year 2010, when the penetration rate of mobile devices proliferated. Most newspapers still supply contents under the assumption that they paly in a mass market. The items of paid digital contents are mainly composed of e-paper and digital contents. Regarding the price strategy, soft paywall and combination paywall are largely used. Distribution strategy is subject to whether or not to discriminate the path of digital contents. As for promotion strategy, bundling strategy with newspaper is mostly utilized. The difference between western countries and Japan was found in term of the free trial service.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.4
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• pp.155-164
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• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.