• Journal of the Korea Convergence Society
• /
• v.12 no.8
• /
• pp.157-169
• /
• 2021

The purpose of this study was to investigate the satisfaction of personal media use based on individual psychological characteristics, that is, sensory propensity and media engagement effect. The results of verifying the research hypothesis are as follows. First, it was found that the 'Thrill and Adventure Seeking' factor and the 'Experience Seeking' factor had a significant influence on the use satisfaction of personal media with the characteristics of sensory orientation. It was found that the 'Disinhibition' factor had a positive effect on media engagement, and that media engagement had a positively significant effect on the satisfaction of personal media use. Finally, looking at the effect of the characteristics of sensation seeking on the satisfaction of personal media use through media engagement, the 'Thrill and Adventure Seeking' factor, the 'Experience Seeking' factor, and the 'Disinhibition' It was found to have a significant effect. It is expected that this study will be a useful basic material for establishing the direction and marketing strategy for personal media production.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.8
• /
• pp.241-249
• /
• 2021

The aim of the research is to evaluate the impact of social media marketing (with special reference to Facebook) on the brand preference of customers with regard to smart mobile phones. Since Facebook has become very popular today and a trend has arisen to use social media as a marketing tool, the researcher intended to evaluate the impact of social media marketing on brand preference, as the findings would provide valuable insight for future businesses. Social media as measured social media visibility, social media engagement, and social media influencewas the independent variableand brand preference was the dependent variable. The convenience sampling method was used where the sample was taken from a group of people easy to contact or to reach. A sample of 186 young males and females was selected. Factor loading and factor analysis were used to analyze the data and find the most influencing factors on brand preference. Reliability analysis, validity analysis, and regression analysiswere performed to analyze the data. The R² value is 0.320 implying that 32.00% of the variance in brand preference is explained by social media influence, social media engagement, and social media visibility. The findings show thatsocial media visibility, social media engagement, and social media influencehave a positive impact on brand preference.

• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.19 no.12
• /
• pp.3003-3010
• /
• 2015

In this study, consumer to use digital media is investigated on media engagement, Brand Attachment, Brand Relations Affect and Brand Loyalty of relation. also analyzing the mediating effect of brand relations affect and brand influence in the relationship between media engagement and brand attachment step has its purpose. Data analysis result showed that media engagement is significant effect on Brand Relations Affect and Brand Attachment, Brand relations Affect and Brand Attachment is significantly effected on the brand loyalty. And mediating Effect of brand Relation Affect was investigated by adjusting role between media engagement and brand attachment. Media engagement and brand relations, the influence of the brand attachment, brand relations affect has a greater effect.

• International journal of advanced smart convergence
• /
• v.10 no.4
• /
• pp.1-13
• /
• 2021

In today's media environment, TV programmers and advertisers must strive ever harder to attract the attention of audiences. Yet what may be even more crucial is engaging audiences in conversations on social media and nourishing stronger relationships. To provide insights into how to improve audience experiences through social media television coviewing (STVC) behaviors, this study investigates audience motivations for using social networking sites (SNSs) while watching sports program (i.e., social media television coviewing-STVC) and examines relationships between identified motivations and key audience engagement outcomes. The results reveal four motivations for STVC behaviors: sports-related interaction seeking, information seeking, convenience seeking, and socializing. Further, results reveal that sports-related interaction seeking, information seeking, and socializing motivations are significant predictors of satisfaction, investment, and commitment to the program. Audience engagement outcomes are not predicted, however, by convenience seeking or by variables pertaining to SNS-use regarding STVC behaviors.

• Journal of Distribution Science
• /
• v.19 no.1
• /
• pp.89-103
• /
• 2021

Purpose: This study is to explore how Netflix Customers' Engagement was influenced by Instagram Content, Perceived Price, Exclusivity, and Motivation in the context of Media Streaming and the role of Willingness to Subscribe as the mediating variable. This study underlines millennial's willingness to engage and the form of engagement. Research design, data, and methodology: The data for this research were collected from 100 Netflix's Millennials subscribers who follow @netflixid Instagram. All the results were analyzed and verified using SEM-PLS. Results: Research findings indicated that Willingness to Subscribe, Exclusivity, Motivation, and Instagram Content positively influenced Customer Engagement among Netflix millennials' subscribers. In contrast, Perceived Price had a negative effect on Customer Engagement. Conclusions: As a consequence, the exclusivity that Netflix offers to its audience by a recommendation algorithm has been proven to increase the engagement. This study also disclosed that the most definite form of positive engagement shown by Netflix millennials' subscribers is a behavioral aspect, where they positively recommend Netflix (word of mouth). The study findings can be a reference for the media streaming industry in their efforts to strengthen the engagement with their customers, especially the millennials, and provide knowledge about consumer behavior in digital technology.

• Journal of the Korean Applied Science and Technology
• /
• v.39 no.3
• /
• pp.433-441
• /
• 2022

The purpose of this study is to investigate the relationship between media engagement, media empathy, and media value of MCN sports broadcasting. To achieve this purpose, a survey was conducted on 324 MCN sports broadcast viewers. Exploratory factor analysis was performed to confirm validity, and Cronbach's α test was performed to investigate reliability. In addition, correlation analysis was performed to verify discriminant validity, and linear regression analysis was performed to verify the research hypothesis, and the following conclusions were drawn. Media engagement had a positive effect on media value. Media engagement had a positive effect on media empathy. Media empathy has a positive effect on media value.

• Journal of the Korean Society of School Health
• /
• v.29 no.2
• /
• pp.63-70
• /
• 2016

Purpose: The purpose of this study was to find the factors influencing adolescents' adult media engagement. The study is based on Agnew's General Strain Theory (GST) and a micro-systemic perspective. Methods: The study examined 479 middle school freshmen who participated in the fourth wave of the Korean Children & Youth Panel Survey (KCYPS) conducted by National Youth Policy Institute. Data were analyzed through descriptive statistics, factor analysis, and reliability analysis using SPSS 22.0 Ver. Also, hypothesis testing was performed via covariance-based structure equation modeling (CB-SEM) using Amos 21.0 Ver. Results: Strain factors had positive effects on adolescent depression, and depression had a positive effect on adult media engagement. Also, cell-phone dependency had a positive mediation effect between depression and adult media engagement. Conclusion: The study's result identified the factors affecting adult media engagement. Therefore, we suggest intervention programs considering adolescents' strains, depression and cell-phone dependency to improve their health.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.2
• /
• pp.475-483
• /
• 2021

COVID-19 pandemic has affected the lives of people and has forced businesses to develop different ways of doing businesses. Several businesses have implemented social responsibility activities. With social distancing keeping many people at home, online and digital platforms have become one of the most important mechanisms for businesses undertakings and implementing those social responsibility initiatives and activities - digital social responsibility (DSR). The purpose of this study is to examine the relationships of electronic word-of-mouth (eWOM) intentions and customer engagement with DSR in social media with attitude toward DSR as the antecedent during COVID-19 social distancing situation in Thailand. The study employs a quantitative research method where sampling method is followed by convenience sampling technique, and study data is collected through survey questionnaire with social media users who have experiences with firms' online social responsibility initiatives. Based the samples of 123 respondents, Structural Equation Modelling (SEM) has been used for analysis. The results show that attitudes toward DSR in social media significantly influence electronic word-of-mouth (eWOM) intentions and have a significant effect on customer engagement with DSR in social media. The mediation analysis also revealed that eWOM intention partially mediated the relation between attitudes toward DSR in social media and customer engagement.

• Journal of Smart Tourism
• /
• v.1 no.3
• /
• pp.21-29
• /
• 2021

This study explored the relationship between post types and linguistic characteristics in marketer-generated content and social media engagement to find the optimized content to enhance social media engagement level. Post data of 23,588 marketer-generated content were collected from 50 states' destination marketing organization Facebook pages in the United States. The collected data were analyzed by employing social media analytics, linguistic analysis, multivariate analysis of variance, and discriminant analysis. The results showed that there are significant differences in both engagement indicators and linguistic scores among the three post types. Based on research findings, this research not only provided researchers with theoretical implications but also suggested practitioners the most effective content designs for travel destination marketing in Facebook.

• Journal of Information Science Theory and Practice
• /
• v.11 no.4
• /
• pp.90-108
• /
• 2023

The purpose of this study is to investigate how uses and gratifications motivations increase social media stickiness, with a special focus on media engagement as a key mediator. Data were gathered via a survey questionnaire from Bangladeshi Z Generation social media users, which was quantitative in nature. For the analysis of 258 survey samples, structural equation modeling methodology was used. The results show that social media engagement and social media stickiness are positively impacted by uses and gratifications motivations such as social interaction, information, convenience, and entertainment. The study also found evidence of a relationship between uses and gratification motivations and social media stickiness, which is also mediated by emotional attachment. Understanding the motivations and gratifications sought by Z Generation users on social media platforms can help design strategies to enhance engagement and loyalty, ultimately leading to improved user retention and platform success. By identifying and addressing the specific needs and desires of the Z Generation, social media platforms can tailor their features, content, and user experiences to foster a stronger sense of connection and satisfaction, resulting in increased user engagement and prolonged usage.