• Asia pacific journal of information systems
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• 제30권4호
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• pp.695-718
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• 2020

Based on the Construal Level Theory, we aim to study a most favorable fit among the advertising model, media type, and message construals, which are important factors in an advertisement. A two (social distance of the ad model in an ad: distal (low similarity) vs proximal (high similarity) by two (social distance of a media type: distal (portal) vs. proximal (SNS)) by two (message construal: abstract vs concrete) laboratory experiment was conducted to examine attitude changes on ad messages. The results show that abstract messages were more effective in attitude toward advertisement and purchase intention under the distal social distance (i.e. advertising model in low-similarity and portal media type) while concrete messages were so under the proximal social distance and SNS media type.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.501-511
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• 2020

As more consumers are interested in sustainability issues and evaluate brands based on their social responsibility issues involved, firms are using social media platforms in order to communicate with consumers about Corporate Social Responsibility (CSR) activities. However, the current literature focuses mostly on factors drive engagement of promotional messages, while little evidence was found in the literature on how to design effective CSR messages on social media to engage consumers. Using over 3,000 branded posts on Facebook and Twitter, this research explores factors that help CSR messages become more engaging in social media. The results show that, on average, CSR messages had a negative significant effect on consumer engagement. However, CSR messages became more engaging when designed with emotional appeals, longer texts, and a hashtag. While marginal, CSR messages with informational appeals and humor undermined the effect of CSR messages on engagement. Finally, we explore different types of CSR messages by their beneficiary scope and the role of brands in the message and discuss what message contents drive more engagement in social media. This research contributes to the academic literature and managers by providing new insights on how to design CSR messages for effective communications in social media.

• International journal of advanced smart convergence
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• 제8권3호
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• pp.102-114
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• 2019

There are various researchers who studied the relationship between seasons and feelings. However, only a few did shed light on how these two variables affect decision-making and physical behaviors especially prosocial behavior which emphasize on the benefits of other people and/or society as a whole. Due to a lack of studies on the topic, we investigated whether the combination of seasons and message framing could be useful in eliciting intention to help on an environmental issue. A 3x2 experiment examined the interactions between seasonal mood (summer, winter, controlled) and types of message framing (gain, loss) on future helping intention (volunteer, donation, petition signing). The findings suggest that in normal circumstances where seasonal mood were not applied, gain message framing was more effective in promoting higher intention to sign a petition than loss message framing. However, when thinking of winter, loss message framing has greater ability to do so than gain message framing. Moreover, seasons and mood are found to be associated with a higher positive mood in summer and a negative mood in winter. Lastly, limitations and implications are discussed.

• 스마트미디어저널
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• 제3권1호
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• pp.9-15
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• 2014

오늘날 온라인 소셜 네트워크 서비스가 대중화 되면서, 메시지 전송 연구에 있어 소셜 네트워크에 대한 역할을 이해하는 것은 중요한 문제가 되었다. 기존의 온라인 소셜 네트워크상의 메시지 전송에 대한 연구들은 주로 메시지의 확산 범위와 이를 최대화할 수 있는 방법에 대해 다루었다. 하지만 기존의 연구들에서는 구별된 전송 특성을 가지는 다양한 채널들과 서로 다른 채널선호도 및 재전송 특성을 가지는 소셜 네트워크 사용자의 분포가 메시지 전송에 미치는 영향에 대해서는 많이 고려하지 못했다. 이 논문에서는 이러한 다중-형태 다중 -채널을 가지는 소셜 네트워크상의 메시지 전송 프로세스를 모델링하기 위해 Delay Weighted Independent Cascade 모델을 제안한다. 이 모델에서는 소셜 네트워크상의 다양한 채널들(온라인 소셜 네트워크, 이메일, SMS, 전화, 구두전달)을 고려하고 각 채널들은 서로 다른 메시지 전송 시간을 가질 수 있음을 고려하였다. 그리고, 소셜 네트워크의 각 사용자의 특성을 고려하기 위해 사용자 타입에 따라 메시지 재전송 확률 및 채널 선호도를 서로 다르게 설정하였다. 또한, 사용자의 지역 분포를 고려함으로써 다양한 상황에서의 메시지 전송 특성을 분석할 수 있도록 하였다. 제안된 모델을 기반으로 작성된 시뮬레이터를 통해, 다양한 상황의 소셜 네트워크 메시지 전송에 대해 분석하였다.

• 유통과학연구
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• 제21권7호
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• pp.73-82
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• 2023

Purpose: Social networking services have been recognized as an attractive distribution channel at a time when efforts to deliver effective messages to consumers are essential amid a flood of advertisements in the multi-media era. In that sense, this study investigated the effect of the scarcity message type (limited-time vs. limited-quantity) and sender type (corporate vs. consumer) on the intention to purchase golf equipment by Instagram distribution channel. Research design, data and methodology: Data from 108 college students in their 20s and 30s with experience using Instagram were collected online through convenience sampling. A frequency analysis, exploratory factor analysis, reliability analysis, independent sample t-test, and two-way analysis of variance were performed using SPSS 23.0. Results: The results showed that limited-quantity messages induce a higher purchase intention than limited-time messages. Similarly, consumer-sent advertisements induce a higher purchase intention than corporate-sent advertisements. Further, there is no statistically significant interaction effect of the scarcity message type and sender type on the intention to purchase golf equipment. Conclusions: This study is meaningful in verifying consumers' purchase intention depending on the type of scarcity message and the type of sender in Instagram advertisements. The results yield significant implications for marketers and several directions for future research.

• 보건교육건강증진학회지
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• 제7권2호
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• pp.15-21
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• 1990

It is evidenced that the mass media can play an important role in communicating information to the public. Although some campaigns have failed to achieve success, application of mass communication principles should increase the likelihood of effectiveness. Specifically, campaign strategies should attempt to select message sources that are perceived as credible by the audience. In designing and disseminating messages, the quality of content should be emphasiged as well as the quantity of presencation. The context of message reception should be carefully considered. Selection of channels depends on the configuration of source, superior for most purposes. The crucial role of precampaign audience analysis should not be overlooked.

• International Journal of Internet, Broadcasting and Communication
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• 제16권1호
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• pp.1-10
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• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• 인지과학
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• 제23권4호
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• pp.457-485
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• 2012

본 연구에서는 미디어 형식과 위험 메시지 구성에 따라 방사선 조사식품에 대한 즉각적이고 감정적인 반응과 숙고적 행동의도가 어떻게 형성되는가를 살펴보고자 했다. 이를 위해 $3{\times}2$ 피험자간 실험을 통해 방사선 조사식품과 관련된 문자, 음성, 동영상 형태의 정보를 긍정 혹은 부정적으로 서술하여 피험자에게 제공했다. 이후 암묵적 측정법의 일환인 수정된 EAST 방법을 이용하여 피험자의 감정적 위험인식을 측정하고 설문을 이용해 방사선 조사식품의 구매의도를 측정했다. 연구결과는 전반적으로 미디어 형식과 메시지 구성이 피험자의 감정적 위험인식과 구매의도에 유의미한 영향을 주는 것으로 나타났다. 특히 미디어 형식의 효과는 메시지 구성간의 상호작용 효과가 유의미하였다. 즉 문자와 동영상 정보의 경우 긍정적 메시지가 위험인식을 낮추고 구매의도를 높이지만 부정적 메시지는 반대의 결과를 보였다. 그러나 음성 조건에서는 긍정적 정보와 부정적 정보가 감정적 위험인식과 구매의도에 차별적인 영향을 주지 못했다. 이러한 결과는 같은 정보라도 어떠한 미디어를 통해 전달되는가에 따라 위험인식이 다르게 형성될 수 있으며 이 때 메시지의 내용구성에 따라 미디어 형식의 효과는 다르게 나타날 수 있다는 것을 시사한다.

• 한국정보과학회논문지:컴퓨팅의 실제 및 레터
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• 제7권5호
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• pp.522-538
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• 2001

본 논문은 현재 개발중인 웹 기반의 실시간 중환자 관찰 시스템의 부 시스템인 호출 시스템을 소개한다. Computer Telephony Integration (CTI) 기술을 바탕으로 한, 이 호출 시스템은 환자 상태의 변화와 상황에 따라 가장 적합한 통신 매체를 찾아서 담당 의료진과 환자 보호자를 효율적이고 자동적으로 연락하는 것을 목적으로 한다. 메시지의 긴급성, 연락 시점, 연락 대상자에게 가능한 통신 매체 등에 따라 호출 상황이 매우 복잡할 수 있는데, 불확실성 추론 방법 중의 하나인 Dempster-Shafer 이론을 이용하여 가장 적합한 통신 매체를 결정함으로써, 메시지 전달의 신속성과 안정성을 높이고자 하였다. 또한, 에이전트 기술을 이용하여 사용자의 간섭 없이 호출 작업이 이루어지도록 하였다. 개별적인 통신매체를 이용하지 않고도, 하나의 통합된 환경에서 적합한 매체를 결정하여 호출하는 본 시스템은 중환자실 의료진의 연락 업무를 경감하고 나아가 의료 서비스의 질을 향상하는 효과가 있다고 하겠다.

• 스마트미디어저널
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• 제5권2호
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• pp.42-50
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• 2016

In case of a emergency situation or a natural disaster, a warning notification system is an essential tool to notify at-risk people in advance and provide them useful information to survive the event. Although some systems have been proposed such as emergency alert system using android, SMS, or P2P overlay network, these works mainly focus on a reliable message distribution methods. In this paper, we proposed a novel design and implementation of a personalized warning notification system to help inform not only the at-risk people but also their family and friends about the coming disaster as well as escape plan and survival information. The system consists of three main modules: the user selection module, the knowledge based message generator, and message distribution modules. The user selection module collects the list of people involved in the event and sorts them based on their level of involvement (their location, working position and social relationships). The knowledge based message generator provides each person with a personalized message that is concise and contains only the necessary information for the particular person based on their working position and their involvement in the event. The message distribution module will then find a best path for sending the personalized messages based on trustiness of locations since network failures may exist in a disaster event. Additionally, the system also have a comprehensive database and an interactive web interface for both user and system administrator. For evaluation, the system was implemented and demonstrated successfully with a building on fire scenario.