• The Journal of Industrial Distribution & Business
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• v.10 no.9
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• pp.25-36
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• 2019

Purpose - Consumers have memories of their past time that they have not experienced. So consumers want to experience the past time and get pleasure through historical contents such as movies or dramas. This is because the re-created the past time sets the identity of the consumers who live today, and in the process, it give consumers emotional comfort. Consumers do not remember and sympathize with all of their historical time. In general, consumers remember the time that their communities are proud of. As s result, historical content is seen as a hero, and through that, consumers can check their identity. Also consumers experience positive emotions such as self-esteem, gratitude and pride through identification with heroes. That is, through historical contents, consumers can identify themselves and replace the current negative emotions with positive ones. Therefore, this study presents narrative identity and historical nostalgia that can affect positive evaluation of historical contents and suggest the factors the can induce such effects. This study was conducted to explain what the consumption effect of historical content is from a marketing perspective and what constitutes a component of historical content as a factor driving this effect. Research design, data, and methodology - This study has developed a questionnaire with 8 Hypotheses. The Films ('Masquerade(2012)', 'Roaring Current(2014)', 'Assassination(2015)', 'The Age of Shadow(2016)') and dramas('Six Flying Dragon(2015-2016)', 'Mr. Sunshine(2018-2019)') were used as experimental contents. 268 college students participated in this empirical study, and structural equation model was used to verify hypotheses. Results - Frist, narrative identity affects positive evaluation of historical contents. Nostalgia affect positive evaluation of historical contents. and narrative identity affects positive response of historical nostalgia. Second, character act relevance, circumstance similarity, and character attractiveness have positive influence upon response of narrative identity. Lastly, empathy for story and vividness of representation have also positive influence upon response of historical nostalgia. Conclusion - This study contributes to the theoretical and managemental development of historical contents. This study shows that narrative identity and historical nostalgia are important for success of historical contents. In order for historical content to be successful, it must manage elements of character act relevance, circumstance similarity, and character attractiveness, empathy for story and vividness of representation.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.19-39
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• 2016

Hallyu in East Europe has been spread since the end of the 2000s and contributed to boost the familiarity and favorability of Korea. Hallyu in East Europe started from Romania and Hungary, Korean dramas and K-Pops spread to Bulgaria. Korea and Bulgaria established a diplomatic relations in 1990; however, people of both countries do not share enough information or knowledge on each other. This study aims to understand the meaning of Hallyu and the ways of building cultural relations through Hallyu based on the cognitions and attitudes toward Korea and Korean culture in Bulgaria. It conducted the Focus Group Discussions(FGD) for 24 Sofia residents in their 20s and 30s. The FGD questions were mainly on the level of familiarity and of impacts of Hallyu in Bulgaria. The Hallyu in Bulgaria is still not so popular although Hallyu has been promoted through the diverse activities of Korean Embassy, Sofia University, Korean language institutions, and the Hallyu fans. The economic and cultural impact of the Hallyu is not yet viable in Bulgaria. In order to be recognized as one of the foreign popular culture in Bulgaria, Hallyu should be promoted with various endeavors for Bulgarian people to experience Korean culture beyond Korean drama and K-Pops based on the understanding of socio-cultural characteristics of Bulgaria. Then, Hallyu will be spread by producing Korean dramas, films, and K-pops reflected by local cultural characteristics in Bulgaria and hybridity of Korean popular culture.

• Culinary science and hospitality research
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• v.21 no.4
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• pp.309-324
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• 2015

The foodservice industry is applying new marketing strategies, and advertisements are the best way to convey their distinctive brand images. The foodservice companies have been choosing a type of advertising called Product Placement(PPL) because it is unconsciously shown more often than other types of advertisements while customers are watching a movie or TV drama. Therefore, the aims of this research were to investigate the influence of the customers' perception of PPL inserted into TV dramas on brand image and purchasing intention. Additionally, present study performed to identify the differences between Korean and Chinese customers. For the survey, the study used both offline and online sampling methods, and the analyzed data was from 150 Korean and 150 Chinese respondents. As results, the more respondents were positive and familiar about PPL, the higher the brand image and purchasing intention. Chinese consumers had positive perception of PPL, which positively influenced the brand image and purchasing intention while Korean consumers' ethical awareness about PPL had a negative influence. Therefore, the Korean foodservice industry needs to differentiate the strategies for the PPL marketing between the Korean and Chinese market.

• Journal of the Korean Society of Food Culture
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• v.29 no.3
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• pp.250-258
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• 2014

This research investigated the relationship among Korean Wave Cultural Contents consumption of Korean food, Korean products, and Learning of the Korean language. The survey targeted non-Koreans who were either interested in or experienced Korean Wave Cultural Contents. Exactly 61.3% of subjects had traveled to Korea. The most common method of experiencing the Korean Wave was via the Internet (57.7%), followed by TV (21.1%) and Mobile (7.7%). The most popular Korean Wave Contents were K-pop (35.2%) and TV Dramas (31.0%). Movies were preferred in the Americas ($3.63{\pm}0.83$) and Asia ($3.63{\pm}1.09$), whereas K-pop was preferred in Asia ($3.68{\pm}1.12$) and games preferred in Europe ($2.50{\pm}1.56$). Regarding Korean food, most participants had tasted Kimchi (81.7%), followed by Bulgogi (74.6%), Bibimbap (66.9%), and Galbi (66.2%). According to the country-by-country survey, in the case of Galbi (p<0.05), Bibimbap (p<0.05), and Bulgogi (p<0.05), Asians had more experiences with Korean food compared to those from other regions. Meanwhile, in the case of satisfaction of Korean food, Bulgogi ($4.22{\pm}1.05$) was ranked highest, whereas Kimchi ($3.85{\pm}1.15$) was ranked lowest. According to the region-by-region survey, those from Oceania and other regions preferred Kimchi ($4.25{\pm}0.71$) and Bulgogi ($4.50{\pm}4.50$) while the Americas preferred Galbi ($4.82{\pm}0.39$) and Bibimbap ($4.54{\pm}0.81$). Bulgogi ($2.76{\pm}0.06$) was highly ranked as a representative Korean Food while Kimchi ($2.44{\pm}0.71$) was ranked the lowest. This research explained that among Korean Wave Cultural Contents, movies and music positively influenced on the 'Image of Korea', movies and K-pop effected 'Purchasing intention of Korean products', and TV Dramas, movies, and K-pop effected 'Purchasing intention of Korean Food'.

• Journal of Distribution Science
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• v.13 no.1
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• pp.71-81
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• 2015

Purpose - This study aims to examine the effect of audience attitude toward product placement, or PPL, on product attitude and purchase intention. PPL has increasingly been prevailing in TV dramas since the revision of the Broadcasting Act in January 2010, and it is quite widespread in today's society. Therefore, this study intends to investigate how the audience would take a particular attitude toward PPL in TV dramas and how their attitude would affect their product attitude and purchase intention. Research design, data, and methodology - The sample for the current study was drawn from college students in Seoul in December 2013, as the main targets of the products and brands that were advertised by PPL are young people. The questionnaire for this study comprised nine parts, such as the knowledge of PPL, experience of PPL, TV drama watching time, impulsive buying propensity, celebrity imitating buying propensity, attitude toward PPL, attitude toward product, purchase intention, and demographic characteristics. The questionnaire items were measured by 5-point Likert scales. Whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed and how the PPL attitude would affect purchase intention through product attitude was analyzed as well. To analyze the relationship between variables, structural equation modeling analysis was performed with Amos 18.0. Results - The major findings of the study were as follows. First, whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed, and it is found that out of the demographic characteristics, only gender and knowledge of PPL exerted an influence on PPL attitude. In addition, celebrity-imitating buying propensity had an impact on PPL attitude. Second, whether PPL attitude would affect purchase intention through product attitude was analyzed by structural equation modeling. Consequently, it is found that PPL attitude impacted purchase intention through product attitude. Conclusions - The findings of the study had the following implications. First, in theoretical aspects, previous studies have proven only that attitude toward PPL influenced attitude toward product and purchase intention separately; however, the current study has investigated the mediated role of attitudes toward PPL. Second, regarding the practical aspects, as PPL attitude exercised an effect on purchase intention as well as product attitude, PPL should be utilized in a manner to stimulate the audience to take a positive attitude to it. Finally, gender, PPL knowledge, and celebrity-imitating buying orientation were identified as influential factors for PPL attitude. Specifically, female consumers showed a lower attitude toward PPL than males, and the consumers who have no knowledge showed a lower attitude toward PPL. The consumers who have celebrity imitating buying propensity expressed a higher attitude toward PPL. These factors should consequently be taken into account when PPL is planned and conducted. The current study has limitations such as the sample object, non- experimental method, and media biases. Therefore, future research should be conducted to address these limitations.

• Review of Culture and Economy
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• v.20 no.1
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• pp.21-50
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• 2017

The rise of Hallyu (Korean Wave) has generated a treasury of historiographic and cultural inquiries into the phenomenal success of South Korea's media entertainment industry. Whereas the majority of such studies focus on TV dramas and popular music, there is a medium, or rather a hybrid sub-genre within the medium category of short films, that must be reexamined and thus appreciated as the archetypal predecessor of popular Hallyu contents: music videos. The rapidly changing social, political, and economic climate in the mid- to late 1990s called for content that would grasp the attention of a younger, increasingly mobile population with diversified interests and routines that no longer guaranteed fixed-time viewership. Meanwhile, the advent of cable TV channels and high-speed internet service ensured greater temporal and infrastructural accessibility. The media entertainment industry's response to the new opportunities and challenges arising from these sudden growths in the scale, range, connectivity, and mobility of consumer demographics was synergetic cross-sector collaboration in the form of dramatized blockbuster music videos, which combined two popular and lucrative genres: trendy dramas and ballad music. In this essay, by relocating Hallyu's archetypal medium/genre, I claim that increasing upward and sideways mobility across sectors not only inspired new production but also reconfigured the very concept, form, and impact of media-driven cultural imaginary in South Korea.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.6
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• pp.113-125
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• 2019

This research aims to understand the common psychological features of consumer. And master the direction of the development of the network novels derivation by analysis the TV plays adapted from network novels in China's IP industry. To this end, This research determine to analyzed consumer adoption attitude the Behavior Intention of derivative products. The date were collected from 612 Chinese people, from October 15 to October 22 2018. Statistical analysis were through SPSS 21 after data coding and data cleanings process. This research performed frequency analysis exploratory factor analysis, Independent sample t-test, one-way ANOVA, post-analysis Duncan test, correlation analysis and mass regression analysis. The research results are as follows. Firstly, the characteristics(topicality, empathy and interest) of network novel TV play positively related role in the adoption attitudes(cognitive attitude and emotional attitude) of derivatives commodities. At the same time, identity has a more positively related influence than topicality and interest. Secondly, all the characteristics of network novels consisting of topicality, identity and interest play positive related roles in the behavioral intentions of derivative commodities. Thirdly, emotional attitude plays a more positively related role in purchasing intention and recommendation intention compared with cognitive attitude. It is hoped that the research results can play a fundamental role in the production and development of network novels derivatives.

• (The)Study of the Eastern Classic
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• no.68
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• pp.439-472
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• 2017

The purpose of this paper is to confirm how traditional legends are changing and existing in modern times, and how they are inheriting and developing legendary values and meanings. The subject of the study is uncanny stories concerning army that is judged to be worthwhile alongside uncanny stories concerning school. The uncanny stories concerning army are urban legends that are active in the internet. It can be defined as 'a narrative story that raises fear with supernatural and strange experiences in the army'. In addition to the internet community sites, humor sites and game sites are actively handed down. Recently, ghost stories have appeared on the site, and uncanny stories concerning army are easily collected from these various sites. The uncanny stories concerning army can be divided into three types: ghost experience type, Bulgogi GP type, mystery radio type. The ghost experience type has the largest number of version, the contents are rich and varied. It does not deviate much from the traditional notion of ghosts. Bulgogi GP type has a frenzied horror from its name. It is related to actual events and raises horror. Mystery radio type is a romantic material used in movies and dramas. However, unlike movies and dramas, uncanny stories concerning army are perceived as fearsome. The uncanny stories concerning army continues to emphasize that the story is actually experienced in the title and content. It has presented concrete evidence. The emphasis on truthfulness is intended to make fear more realistic. This comes from the desire for safety. Uncanny stories concerning army focus on horror. So It tries to reveal the history and truthfulness of the story itself. As a result, the history of reality, the truth of reality, and the realistic ideology are erased. Historical and truthfulness of traditional legends has been varied in the case of uncanny stories concerning army.

• Journal of Digital Convergence
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• v.19 no.1
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• pp.327-333
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• 2021

The purpose of this study is to explore what elements and measures are necessary to grasp the content influence and competitiveness of each OTT platform, which is difficult to measure only with the existing TV broadcast ratings indicator, on the same basis. In this study, based on the RACOI, the daily Top 10 list provided by Netflix was scored to determine the correlation with the viewers' reaction to TV dramas, and a meaningful comparison criterion index was derived. Based on this, the study tried to analyze the share of content provided by the top 3 OTT platforms in Korea. Spearman's correlation analysis was performed for each indicator of RACOI and the Netflix popularity score. It was confirmed that the Netflix popularity score was correlated with the digital video views indicator of RACOI. As a result of analyzing the platforms, it was found that the popularity of the content provided by Netflix and Tving was relatively high. This study did not secure the company's sales data, and there is a limitation in that long-term tracking analysis could not be performed. However, the study extracted the viewer response indicators of TV that are correlated with popularity within Netflix. It is valuable as a basic study of an extended study that compares and confirms the long-term impact of content provided by each OTT platform in the future.

• Journal of Korea Entertainment Industry Association
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• v.13 no.4
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• pp.93-106
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• 2019

Persona is an actor's external ego constructed by playing various roles, and his/her another self-portrait in the eyes of the audience. This study was conducted to analyze persona identity containing core persona(CP) and to gain implications for the growth strategy of the actress Son Ye-jin called "melo queen" by verifying consistency between the CP and audience responses to her starring works of the past. According to the related theories and models, the persona was firstly set as image, visuality, personality and consistency, and it was used to extract and sort descriptive texts about Son related news articles in the last 5 years of the six major Korean newspapers using the content analysis method. After that, we analyzed the number of viewers of her movies and the audience share of her dramas by genre. As a result, Son's persona components were found to have a proportion for 54.2% images (34.0% for melo and romance images, 20.2% for non-melo and romance images), 25.6% for visibility, 13.8% for consistency, and 6.4% for personality. Her CP was derived from a melo and romance image. Comparing this with the audience reaction, the melo romance genre dominated and showed consistency in the drama, but in the case of the film, the non-melo romance was dominant and did not match each other. The results were attributed to a wide gap between dramas and movies in terms of key viewers, box office factors, degree of genre hybridity and experimentality. Therefore, Son should actively use her CP in the drama and challenge the various roles in order to expand her persona spectrum in the film.