• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.296-305
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• 2019

With the growth of the Korean Wave and the importance of the fandom economy, it is necessary to consider the competitiveness of the Korean Wave with its fandom viewpoint. Particularly, the fandom phenomenon shows the characteristics of identifying the favorite star and actively acquiring and sharing related information in the fan community. Therefore, in this study, we examined the influence of Korean national image on consumers' intention to use Korean contents, and examined the mediating effects of fandom identification among Chinese, Japanese and Vietnamese consumers. As a result of the empirical analysis, cultural image, corporate image, and product image were found to have statistically significant influence on the intention to use Korean Wave contents. In addition, star identification and pan community identification showed partial mediation in the effect of cultural images on the intention to use Korean contents. The results of this study suggest that the Korean Wave is a leading factor for the continuous development of Korean Wave, not the halo effect point for improving the national image, and the mediating effect of the fandom phenomenon is tested empirically.

• Management & Information Systems Review
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• v.30 no.4
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• pp.385-414
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• 2011

Fans' role and influence is becoming more extensive in these days' complex and competitive sports market. This research considers fans as internal members of sports team, employee and confirms active and voluntary fan citizenship behavior's effects on team, community, and social exchange among community residents, so that an enterprise can increase accessibility from many-sided perspectives when establishing sports marketing strategy in the future. The concept of fan citizenship behavior is set up considering characteristic of sports industry based on employee's organizational citizenship behavior discussed from the internal marketing and organization theory and preliminary studies about client citizenship behavior mentioned from service industry area. Although the sixteen research hypothesis are not fully supported. The results are summarized as follows. These findings give theoretical and marketing implication to future researcher and marketer. First, fan's positive aspect is confirmed which is different from general consumer by examining fan citizenship behavior's effect on teal value in the sports industry. Second, it was confirmed that the team needs marketing strategies about not only relationship between each individual fan, but also interaction between fans in the future. Third, it was confirmed that direct fan's behavior as well as individual fan's cognitive area have effects on team's and social value.

• Journal of Korea Entertainment Industry Association
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• v.14 no.2
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• pp.1-14
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• 2020

This study was initiated by the interest in identifying what the characteristics of BTS' preference is in the expanded K-Pop market. For this study, a survey was conducted to Taiwan, Thailand, Vietnam, and Korea where BTS is popular. The results of this study show that Vietnam and Thailand have the most positive perceptions of most of the BTS preferences, and the factors affecting the highest quality were analyzed by the differentiating sense of BTS. BTS' preference is an independent variable consisting of five factors: singers and music, a discriminative sense, global communication, meditative lyrics and Korean sentiment. And it has been shown to have a statistically significant influence on both the fandom star and the fan community at a high level. In particular, the Identification desire for fandom star shows that the discriminative sense and meditative lyrics affect the positive at a high level. Also, the identification desire for the fan community's found that the attraction of singers and music affects the highest level of affection. This study was extended to Southeast Asian and Korean fans through a wide range of survey participants, and it is meaningful that a new perspective on the BTS preference was available. Nonetheless, Failure to take into account the various variables that may affect the fandom effect and the intent to purchase, and the lack of a survey of fans in the U.S. and Europe, which has more fans worldwide, could be a limitation of the study.

• Journal of Ginseng Research
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• v.40 no.2
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• pp.97-104
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• 2016

Background: Rhizobacteria play an important role in plant defense and could be promising sources of biocontrol agents. This study aimed to screen antagonistic bacteria and develop a biocontrol system for root rot complex of Panax notoginseng. Methods: Pure-culture methods were used to isolate bacteria from the rhizosphere soil of notoginseng plants. The identification of isolates was based on the analysis of 16S ribosomal RNA (rRNA) sequences. Results: A total of 279 bacteria were obtained from rhizosphere soils of healthy and root-rot notoginseng plants, and uncultivated soil. Among all the isolates, 88 showed antagonistic activity to at least one of three phytopathogenic fungi, Fusarium oxysporum, Fusarium solani, and Phoma herbarum mainly causing root rot disease of P. notoginseng. Based on the 16S rRNA sequencing, the antagonistic bacteria were characterized into four clusters, Firmicutes, Proteobacteria, Actinobacteria, and Bacteroidetesi. The genus Bacillus was the most frequently isolated, and Bacillus siamensis (Hs02), Bacillus atrophaeus (Hs09) showed strong antagonistic activity to the three pathogens. The distribution pattern differed in soil types, genera Achromobacter, Acidovorax, Brevibacterium, Brevundimonas, Flavimonas, and Streptomyces were only found in rhizosphere of healthy plants, while Delftia, Leclercia, Brevibacillus, Microbacterium, Pantoea, Rhizobium, and Stenotrophomonas only exist in soil of diseased plant, and Acinetobacter only exist in uncultivated soil. Conclusion: The results suggest that diverse bacteria exist in the P. notoginseng rhizosphere soil, with differences in community in the same field, and antagonistic isolates may be good potential biological control agent for the notoginseng root-rot diseases caused by F. oxysporum, Fusarium solani, and Panax herbarum.