• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.159-173
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• 2022

This study examines the impact of CSR and its authenticity on customer loyalty through the brand image in the chain coffee shop industry. Using qualitative and quantitative methods, 601 survey questionnaires were distributed, of which 491 were analyzed. The results show that CSR has a positive impact on brand image and customer loyalty. In addition, authenticity does not moderate the impact of CSR on brand image and loyalty, as it is difficult for customers to verify the authenticity of CSR action programs. This study emphasizes the importance of CSR action programs and authenticity for businesses to sustainably enhance their distinctive brand image and customer loyalty. Therefore, for sustainable development in the future, managers of coffee shop chains need to focus on the following issues. First, the most important thing is the right awareness of businesses regarding CSR and CSR authenticity. Third, businesses should strengthen the transparency of CSR action programs in various media so that consumers can easily verify authenticity, to increase brand image and improve customer loyalty.

• The Journal of the Convergence on Culture Technology
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• 제10권2호
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• pp.91-97
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• 2024

Recently, with the rapid development of digital media technology, Realistic content that stimulates users' five senses is being used in various fields. This study focused on the case of the development of the Korea Industrial Complex Corporation's public relations center as the subject of the study to study the realistic content development process of public enterprises. First, the realistic content development process was divided into 10 stages and practical guidelines were presented to help develop realistic content in the future by presenting important development points and methods at each stage. Second, among the realistic content development processes, the importance of storytelling was analyzed at the scenario stage. Third, various methods of displaying content were analyzed. In the case of the Korea Industrial Complex Corporation's public relations center, it was proposed in three ways: story video, experience video, and media wall. It is suggested that the role of branding, promotion, and PR can be performed in one public relations center through an effective development process.

• International Journal of Contents
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• 제13권1호
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• pp.62-67
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• 2017

This study attempts to explain how communication technology impacts global creative trends. We explore global creative trends based on award-winning creative topics presented at the 2016 Cannes Lions International Festival of Creativity. After analyzing award-winning topics, five main creative trends were selected with the keywords: technology, story-telling, social media, causes, and humor. The 2016 Cannes Lions Festival demonstrated that technology (i.e., virtual reality, artificial intelligence) has expanded the limits of creativity. Story-telling is still considered to be effective for raising audience attention. Social media enhances consumer engagement while nurturing future consumer relationships. Supporting social causes allows companies to garner goodwill from the public. Humor is powerful when it appropriately appeals to both products and customers.

• International Journal of Contents
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• 제12권3호
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• pp.59-68
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• 2016

This study investigates perceived social presence, perceived interactivity, perceived enjoyment, and perceived trust as antecedents of consumer engagement. We measured the attitudinal and behavioral brand loyalty as consequences of consumer engagement in social media. Our findings suggest that perceptions of social presence, enjoyment, and trust are significantly related to consumer engagement. Conversely, perceived interactivity has no positive influence on consumer engagement. In addition, consumer engagement is found to have a significant impact on both attitudinal and behavioral brand loyalty. The study revealed that, in the modified model, covariance paths among the proposed antecedents of consumer engagement (namely the perceived social presence, interactivity, enjoyment, and trust) are statistically significant. In this paper, we also discuss limitations of the study and future research.

• International Journal of Contents
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• 제15권4호
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• pp.74-81
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• 2019

This study examined the overall relationship between information privacy concern, need for uniqueness (NFU), and disclosure behavior to explain the personal factors that drive data-sharing on Facebook. The results of an online survey conducted with 222 Facebook users show that among diverse data that social media users disclose online, four distinct factors are identified: basic personal data, private data, personal opinions, and personal photos. In general, there is a negative relationship between privacy concern and a positive relationship between the NFU and the willingness to self-disclose information. Overall, the NFU was a better predictor of willingness to disclose information than privacy concern, gender, or age. While privacy concern has been identified as an influential factor when users evaluate social networking sites, the findings of this study contribute to the literature by demonstrating that an individual's need to manifest individualization on social media overrides privacy concerns.

• Journal of the Korean Society for Library and Information Science
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• 제13권
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• pp.3-37
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• 1986

The language is one of the most important inventions in the human society, and it can be preserved as a form of book which is printed or written by letters. So, the language and letter can be basic factors in the library as communication media. Moreover, when we regard all of library activities as a communication, the study of the language and letter which is the origin of communication media can be a good research method of library history. For this reason, the present study deals with formation of three representative ancient letters, i.e. Hieroglyph, Cuneiform Script, and Chinese character with their relations.

• International Journal of Contents
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• 제16권1호
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• pp.10-24
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• 2020

As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that "sponsored" and "paid partnership with" are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.

• The Journal of the Convergence on Culture Technology
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• 제9권6호
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• pp.209-215
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• 2023

The untact environment brought about by the global pandemic has emerged as a new driving force for the matured social media market. In the post-coronavirus era, there arises a pivotal need for foundational data to reconfigure the operations and utilization strategies of social media. Using data from the 2022 Korean Media Panel Survey, this study compared sociodemographic and personality factors between social media non-users and users, and examined how these factors influenced social media usage time. The findings indicate differences between social media non-users and users in terms of gender, age, education level, income level, employment status, marital status, openness to experience, conscientiousness, extraversion, and neuroticism. Usage time of social media is influenced by gender, age, income level, employment status, conscientiousness, and agreeableness. These results are anticipated to enhance the understanding of users and their usage behaviors for stakeholders in the social media market as they confront a potential second leap forward.

• Journal of the Korea Convergence Society
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• 제11권9호
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• pp.99-107
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• 2020

The new characteristic of Millennial High-Tech Media is breaking the existing standardized creative grammar. The destructive form of high-tech media is differently accommodated according to the consumer's tendency or characteristics. The purpose of this study is to explore guidelines for effective creative strategy creation of high-tech media. In consumer psychology, consumer innovation is a key factor in evaluating the creativeness of high-tech media. The results of finding out the effect of persuasive communication on consumer innovation and advertising creative type are as follows. Informative(image) creative type showed higher attitude toward advertisement, brand attitude, purchase intention, and prior intention to consumers with high innovation than consumers with low innovation.

• Journal of the Korea Convergence Society
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• 제12권4호
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• pp.113-123
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• 2021

This study involves an experiment aimed to reveal the communicative effects by different types of visual expressions in SNS advertisements. This study analyzes consumers' dynamic responses to vicarious emotional experiences and the creative rhetorical expressions of networking media platforms through experiments that sample university students. The vicarious emotional experiences of networking media platforms have a significant effect on the consumers' subsequent reactions. The greater the vicarious emotional experiences are, the more positive this effect is. There is a significant interactive effect between consumers' vicarious emotional experiences and the rhetorical creative types of targeted media.