• Asia Marketing Journal
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• v.16 no.4
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet

• Journal of Broadcast Engineering
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• v.28 no.3
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• pp.285-292
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• 2023

Recently, the impact of fine dust on health has become a major topic. Fine dust is dangerous because it can penetrate the body and affect the respiratory system, without being filtered out by the mucous membrane in the nose. Since fine dust is directly related to the industry, it is practically impossible to completely remove it. Therefore, if the concentration of fine dust can be predicted in advance, pre-emptive measures can be taken to minimize its impact on the human body. Fine dust can travel over 600km in a day, so it not only affects neighboring areas, but also distant regions. In this paper, wind direction and speed data and a time series prediction model were used to predict the concentration of fine dust in Seoul, and the correlation between the concentration of fine dust in Seoul and the concentration in each region was confirmed. In addition, predictions were made using the concentration of fine dust in each region and in Seoul. The lowest MAE (mean absolute error) in the prediction results was 12.13, which was about 15.17% better than the MAE of 14.3 presented in previous studies.

• Journal of Service Research and Studies
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• v.12 no.4
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• pp.30-49
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• 2022

Recently, as the transition to the untact era due to COVID-19 accelerates, non-face-to-face and non-contact practices have become commonplace, and the OTT (Over-The-Top) service market that provides media content such as movies and broadcast programs through the open Internet is largely expanded and it is receiving great attention from the MZ generation, who are familiar with digital devices and environments. In this study, the effects of OTT service characteristics on MZ generation users' flow, satisfaction and brand loyalty were examined, focusing on Netflix users, one of the representative OTT service brands. In order to carry out this study, a total of 216 people who have used the Netflix OTT service platform were empirically verified by using the survey data of those who have used it for analysis. As a result of the analysis, it was found that among the characteristics of OTT service, contents diversity, convenience, and reliability had a positive (+) effect on flow. Also, flow has a positive (+) effect on satisfaction, and satisfaction has a positive (+) effect on brand loyalty. However, among the characteristics of the OTT service, the recommended service did not have a positive (+) effect on the flow, and the flow did not have a direct positive (+) effect on the brand loyalty. Flow had a positive (+) effect on the brand loyalty through satisfaction. Through this study, it is expected that the market revitalization of the OTT service-related industry and the increasing number of OTT service brands will be able to contribute to the establishment of marketing strategies for the MZ generation consumers, and to provide practical implications.

• Journal of Service Research and Studies
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• v.13 no.1
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• pp.26-47
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• 2023

In the age of digital media transformation, the rapid rise of social media has changed the paradigm of traditional marketing techniques by leveraging the influence of influencers. However, the influence of influencers cannot be freed from ethical issues that arise as individuals, so virtual influencers are emerging as a countermeasure. This study is a study on how to increase the influencer effect of virtual models with a focus on the MZ generation in medical service. This study investigated whether respondents in their 40s or younger were aware of 'Rosy', a virtual influencer, and then conducted a survey on those who recognized 'Rosy'. As a result of this study, first, both cognitive and emotional motivation had a positive influence on fanship and attractiveness for virtual influencer. In addition, it was found that there was a difference in follow motive according to gender. Second, in order to lead to the intention of visiting hospitals, which is the medical service industry, only the cognitive motives with useful and reliable information and useful information for the virtual influencer were found to be significant in intention to visit.

• Journal of Industrial Convergence
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• v.21 no.3
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• pp.1-15
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• 2023

Expectations for wireless communication technology are rising as a base technology that promotes innovation in various industries in line with the paradigm of digital transformation in the 21st century beyond the stage of being used only for communication service itself. In this study, in order to compare 6G technological competitiveness between Korea and leading countries, technological competitiveness was confirmed through PFS, CPP, and network analysis based on GaN Integrated Circuit patent data. Korea's 6G technological competitiveness was 0.62 in PFS and 3.93 in CPP, which were 32.8% and 19.9%, respectively, compared to leading countries. In addition, as a result of network analysis, the collaboration rate in the 6G field was 7.2%, and the collaboration ecosystem was very insufficient in most countries. In contrast, it was confirmed that Korea, unlike leading countries, has established a small-scale collaboration ecosystem linked by industry and academia. Thus, it is necessary to establish a strategy for 6G communication technology at the national level so that communication technology can be advanced based on a relatively well-established collaborative ecosystem.

• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.89-99
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• 2022

Due to COVID-19, non-face-to-face cultures such as remote classes, remote work, and tele-medicine are spreading. The major contributors to the settlement of such a non-face-to-face society are small and medium SW companies and SW manpower. However, recently as large platform companies and foreign big tech companies hire thousands of SW manpower, SW small and medium-sized companies are experiencing a serious manpower shortage. Therefore, the purpose of this study is to suggest policy alternatives for SMEs to stably secure SW manpower and support continuous business operation. To achieve this purpose, this study examines the current status of the SW industry and manpower, then summarizes related issues and suggests policy alternatives to solve these issues. Those policies include the reinforcement of incentives to support manpower retention such as the Naeil Chaeum deduction system, youth housing union composition, special military service system, recruitment of manpower through the contract semester system of employment conditions, reinforcement of customized education through supplementation of the SW manpower training voucher system, SW field skill standardization, establishment of a governance system for nurturing SW manpower, preparation of countermeasures against the outflow of manpower to large companies, and a win-win cooperation program for large and SME SW manpower.

• Journal of the Korean Society of Floral Art and Design
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• no.41
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• pp.45-59
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• 2019

The characters that could be connected to diverse cultural contents have formed diverse platforms with the development of digital technology, and the size of the relevant industry and market is rapidly growing. Recently, the utilization of character emoticons for smartphone messenger has been rapidly increased, so that the characters are settled down as a tool for non-verbal communication, on top of drawing attention as an independent area. With the expansion of character market, the importance of design that could give interest and familiarity to consumers is more emphasized. The body proportion of characters includes the implicative and symbolic meanings that could express diverse personalities. Thus, this study examined the body proportion of the characters with the high consumers' preference, and then analyzed the characteristics of formative elements of character design in accordance with the body proportion. In the results of the analysis, the exaggerated form of SD characters in two or three-head figure, and the realistic Real characters in seven or eight-head figure were preferred. For the SD characters, the colors with a high chroma showing the cute and cheerful image were used. For the Real characters, the cubic effect was expressed through the colors with active images and the light and shade of color. Even though the SD characters have limited motions due to the omitted body parts, the facial movements of animation characters are exaggerated while the Real characters describe the realistic and dynamic motions.

• International Journal of Advanced Culture Technology
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• v.10 no.1
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• pp.248-252
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• 2022

The environment refers to what is surrounded by something during human life. This environment is related to the way humans live, and presents various problems on how to perceive the surrounding environment and how the behaviors that constitute the environment support the elements necessary for human life. Humans have an interest in the supportability of the environment as the interrelationship increases as humans perceive and understand the environment and accept the factors supported by the environment. In space, human movement starts from one space to the next and exchanges stimuli and reactions with the environment until reaching a target point. These human movements start with subjective judgment and during gait movement, the spatial environment surrounding humans becomes a collection of information necessary for humans and gives stimulation. will do. In this process, in particular, humans move along the movement path through movement in space and go through displacement perception and psychological changes, and recognize a series of spatial continuity. An image of thinking is formed[1]. In this process, spatial experience is perceived through the process of filtering by the senses in the real space, and the result of cognition is added through the process of subjective change accompanied by memory and knowledge, resulting in human movement. As such, the spatial search behavior begins with a series of perceptual and cognitive behaviors that arise in the process of human beings trying to read meaning from objects in the environment. Here, cognition includes the psychological process of sorting out and judging what the information is in the process of reading the meaning of the external environment, conditions, and material composition, and perception is the process of accepting information as the first step. It can be said to be the cognitive ability to read the meaning of the environment given to humans. Therefore, if we can grasp the perception of space while moving and human behavior as a response to perception, it will be possible to predict how to grasp it from a human point of view in a space that does not exist. Modern people have the theme of reminiscing dog-friendly hotels for the healing of petloss syndrome, and this thesis attempts to approach the life of companions.

• The Journal of Bigdata
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• v.7 no.2
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• pp.173-193
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• 2022

With the revision of the Data 3 Act, the financial MyData industry was created newly. MyData services collect the financial customers' data scattered in various financial companies and provide personalized services such as personal financial product recommendation, personal expenditure advice, etc. Although MyData service started in 2022, but the use of the service has not been significantly activated. This study attempted to analyze the factors affecting the use of MyData services from the perspective of financial consumers through VAM, UTAUT2 model. The factors related to the perceived value and intention to use MyData services of financial consumers were verified using benefit and sacrifice variables. Personal Innovativeness was used as a moderating variable. As a result of this study, it was found that personal product recommendation service has an important influence on the use of MyData services, and personal innovativeness has an effect as a modulating variable. It can be said that it is meaningful as a preceding study in terms of timing because it studied the perceived value of consumers less than a year after the MyData service began. From the practical perspectives, it was possible to show the change direction and marketing points of the MyData service. In practice, it was possible to confirm the direction of the service and the marketing point.

• Journal of Environmental Health Sciences
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• v.49 no.3
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• pp.134-148
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• 2023

Background: The conducting of health effect surveys (HESs) in environmentally contaminated vulnerable areas (ECVAs) by the central and local governments has been increasing apace with the increase in demand for HESs since the Environmental Health Act was enacted in South Korea in 2008. Objectives: This study aimed to review the HESs of residents in ECVAs conducted in South Korea. Methods: An analysis was performed on 125 reports obtained from the Environment Digital Library, PRISM, and local government websites after selecting from 803 projects obtained as ECVAs from the Korea ON-Line E-Procurement System (1997~2021), National Institute Environment Research (2000~2021), and Korea Environmental Industry and Technology Institute (2009~2021). The reports were classified by background (residents' demand, HES, and more), research design (cross-sectional study, cohort, ecological study, and panel), pollution source (abandoned metal mine (AMM), industrial complex (IC), and more), and assessment method of exposure and health effects. The survey area was converted into administrative district codes for geographical mapping. Results: There were 37, 34, 18, and 10 cases associated with AMM, IC, waste incinerators, and coal-fired power plants, respectively. Most of the studies conducted were cross-sectional studies and ecological studies. The proportion of epidemiological investigations by residents' demand showed an increase from 0.0% to 8.9% for the central government while decreasing from 16.7% to 14.3% for local governments after 2008 compared to before 2008. HESs increased at both the central and local government levels since 2014. For the evaluation method, 365 environmental hazards, 319 health outcomes, and 302 biological markers were investigated, with the most commonly investigated items being metals, cancer, and blood metals. Conclusions: HESs of residents in ECVAs in South Korea have been continuously developed both quantitatively and qualitatively. Future improvements are expected, and systematic review and classification of the HESs is warranted.