• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.1
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• pp.87-102
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• 2021

The purpose of this study is to consider effective digital marketing strategies through analysis of luxury fashion brands. This study conducted both quantitative analysis and case studies of the brands Louis Vuitton, Gucci, Burberry, and Chanel. To measure the brand image of the luxury fashion brands, the survey was distributed to Millennials, and total of 277 responses were used for the final analysis by using SPSS 25.0 statistical program. Other than survey, this paper analyzed digital marketing strategies of luxury fashion brands through brand-related papers, website and social media of each brand, Samsung Designnet's database, and news posted on search engines. The results of this study are as follows: First, according to the result of examining brand image of luxury fashion brands, there was no significant difference between brands, except Gucci. Second, this study analyzed each luxury fashion brand to understand the characteristics of digital marketing, and common characteristics were identified. Third, by analyzing the brand image and digital marketing strategies of luxury fashion brands, it was confirmed that Gucci's brand image and digital marketing strategies were consistent, while there was a difference between Burberry's brand image and digital marketing strategy. Therefore, this article proposes the following digital marketing strategies that are suitable for luxury fashion brands. First, is the connection of on/offline channels. Second, is the use of AI technology. Third, is a blockchain-based platform.

• Fashion & Textile Research Journal
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• v.23 no.1
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• pp.70-83
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• 2021

Live-streaming commerce is attracting attention as a noticeable trend in the retail industry. It is a new mobile shopping service platform developed by combining live streaming with e-commerce technologies. This study examined the impact of para-social interactions on consumer impulse buying behavior and investigated the impact through task complexity as well as perceived amount of information. To achieve this goal, 203 women using a mobile commerce participated in an online survey after experiencing beauty live-streaming commerce. The collected data were analyzed using SPSS 25.0, AMOS 23.0, and SPSS PROCESS Macro program. The results of the study revealed that para-social interactions negatively influenced task complexity, positively influenced perceived amounts of information, and positively influenced impulse buying behavior. In addition, impulse buying behavior was negatively influenced by task complexity versus positively that was influenced by perceived amounts of information. The impact of para-social interactions on impulse buying behavior is mediated by task complexity and perceived information. The findings of this study contribute to the theoretical extension of para-social interaction on impulse buying behavior in the context of live-streaming commerce. The implications of the findings suggest practical marketing strategies for digital media commerce retailers.

• Journal of Preventive Medicine and Public Health
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• v.54 no.6
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• pp.431-440
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• 2021

Objectives: The aim of this study was to predict rabies protective behaviors (RPB) based on protection motivation theory (PMT) among fourth-grade students at schools in Chonburi Province, Thailand. Methods: This cross-sectional study was conducted from December 2020 to February 2021. A multistage sampling technique was used for sample selection. The questionnaire was divided into socio-demographic data and questions related to PMT and RPB. Descriptive statistical analysis was conducted using the EpiData program and inferential statistics, and the results were tested using the partial least squares model with a significance level of less than 5%. Results: In total, 287 subjects were included, of whom 62.4% were girls and 40.4% reported that YouTube was their favorite media platform. Most participants had good perceived vulnerability, response efficacy, and self efficacy levels related to rabies (43.9, 68.6, and 73.2%, respectively). However, 54.5% had only fair perceived severity levels related to rabies. Significant positive correlations were found between RPB and the PMT constructs related to rabies (β, 0.298; p<0.001), and the school variable (S4) was also a predictor of RPB (β, -0.228; p<0.001). Among the PMT constructs, self efficacy was the strongest predictor of RPB (β, 0.741; p<0.001). Conclusions: PMT is a useful framework for predicting RPB. Future RPB or prevention/protection intervention studies based on PMT should focus on improving self efficacy and response efficacy, with a particular focus on teaching students not to intervene with fighting animals. The most influential PMT constructs can be used for designing tools and implementing and evaluating future educational interventions to prevent rabies in children.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.182-189
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• 2022

As OTT services become popular worldwide, content IP expansion strategy has an important position in the platform media industry ecosystem where new content is constantly distributed. In particular, the method in which a successful narrative expands the elements constituting a specific world, that is, the Universe, is effective in reducing risk factors in content IP expansion and expanding content franchises. This study intends to examine how Marvel's cinematic Universe (MCU) is strategically performing content IP expansion while borrowing the multiverse concept and replicating and reproducing it by itself through narrative analysis of . As a result, the multiverse can reproduce an incomplete state by repeating the completed event, which can exist as another self-fulfilling content. At the same time, it can be an effective content IP expansion strategy in that each story can be produced because a single character can exist in multiple under the multiverse.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.26 no.10
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• pp.1500-1508
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• 2022

As non-face-to-face culture melts into people's daily lives due to the COVID-19 pandemic, interest in the metaverse has also increased significantly. There are several types of metaverse depending on the purpose of applications. With this recent explosive interest in the metaverse platform and demanding applications on it, there have been various contents for metaverse in progress in industries. However, developing such contents has many real problems since there is no valuable guidelines for metaverse contents development in industry. In this study, we aim to propose a development guideline that developers can refer to for game-type metaverse content by comparative analysis of existing contents among various metaverse types. In the development guideline, we derive common characteristic components of representative features for game-type metaverse platforms and give explanations on developing strategies. Such proposed development guidelines are verified by game-type metaverse field experts by survey.

• Archives of Plastic Surgery
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• v.49 no.5
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• pp.614-616
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• 2022

As of November 2021, TikTok has one billion monthly active users and is recognized as the most engaging social media platform. TikTok has seen a surge in users and content creators, ranging from athletes to medical professionals. In the past year, content creators have utilized the app to advocate for social reforms, education, and other uses that were not previously considered. Breast cancer is the most commonly diagnosed cancer in women, with an expected 281,550 new cases of invasive breast cancer in 2021. As more individuals with breast cancer choose to undergo resection, the demand for autologous fat grafting in breast reconstruction has increased due to the natural look and feel of breast tissue. The purpose of this article is to analyze content related to breast reconstruction with fat grafting found on TikTok and recommend methods to improve patient education, care, and outcomes. We searched TikTok on November 1, 2021, for videos using the phrase "breast reconstruction with fat grafting." The top 200 videos retrieved from the TikTok search algorithm were analyzed, and all commentaries, duplicates, and nonrelevant videos were removed. Video characteristics were collected, and two independent reviewers generated a DISCERN score A total of 131 videos were included in the study. They were found to have a combined 1,871,980 likes, 41,113 comments, and 58,662 shares. The videos had an average DISCERN score of 2.16. Content creators had an overall low DISCERN score in items involving the use of references, disclosure of risks for not obtaining treatment, and support for shared decision-making. When stratified, the DISCERN score was higher for videos created by physicians (DISCERN average 2.48) than for videos created by nonphysicians (DISCERN average 1.99; p < 0.001).

• Journal of The Korean Society of Integrative Medicine
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• v.9 no.3
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• pp.59-68
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• 2021

Purpose : The purpose of this study was to investigate the lecture method and physical activity level of Korean university students during the COVID-19 pandemic to determine their effect on the students' mental health, self-efficacy, and learning motivation. Methods : A total of 203 participants (53 male, 150 female) completed the study. An online survey was distributed through a social media platform between March 24 and April 7, 2021. Participants completed the international physical activity questionnaire-short form (IPAQ-SF), COVID-19 stress scale for Korean people (CSSK), the Korean version of the general health questionnaire (KGHQ-30), and self-efficacy and learning motivation scales. Results : Among the general characteristics of the study subjects, there were statistically significant differences in the IPAQ-SF, CSSK, KGHQ, self-efficacy, and learning motivation measures by sex. There were no significant differences in the degree of IPAQ-SF, CSSK, KGHQ, self-efficacy, and learning motivation among any of the lecture method and university area groups. The level of physical activity corresponded with significant differences in KGHQ, self-efficacy, and learning motivation, excluding CSSK. There was a statistically significant positive correlation between IPAQ and self-efficacy (r=.273, p<.001), IPAQ-SF and learning motivation (r=.201, p<.01), CSSK and KGHQ (r=.271, p<.001), self-efficacy and learning motivation measures (r=.506, p<.001). There was a statistically significant negative correlation between IPAQ-SF and KGHQ (r=-.203, p<.01) and between KGHQ and self-efficacy (r=-.558, p<.001). Conclusion : CSSK and KGHQ measures were significantly higher in female students than in male students. Therefore, it is important to consider sex as a protective factor in the mental health management of university students in the context of an infectious disease pandemic. The results of this study suggest that university students should continue to engage in physical activities, even during a pandemic, and that it is necessary to prepare health management to improve mental health in such situations.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.341-348
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• 2021

This study identified learners' immersion, focusing on online video education platforms, Zoom and Webex, used in colleges after the 'Covid-19', and suggested design improvement measures to improve immersion. Through prior research and literature research, the components of immersion and screen components of the online distance education platform were identified, and measures to improve immersion were suggested through questionnaire surveys and in-depth interviews. The research method was conducted for 5 days from April 7 to 12, 2021 for 50 college students and graduate students in their 20s and 30s who are receiving online education through Zoom and Webex, and 6 people were interviewed in-depth. As a result of the experiment, the communication between learners and lecturers was deduced as the biggest factor, so a design plan to facilitate communication between learners and lecturers was proposed based on Gutenberg's diagram. As online video education is predicted to continue even after the Covid-19, continuous online video education immersion research is needed, and we hope that it can contribute to the direction of the research.

• Journal of the Health Care and Life Science
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• v.9 no.1
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• pp.185-193
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• 2021

This study conducted a survey using Google Survey targeting 415 college students over the age of 20 to investigate college students' perceptions of the COVID-19 vaccine. As a result, the average result of 'I think the COVID-19 vaccination is necessary' for herd immunity was 3.90, and 65.8% of the 'necessity of vaccination' recognized the 'necessity of vaccination', but 35.4% negatively evaluated 'the safety of the vaccine'. showed. As for the intention to vaccinate against COVID-19, 34.7% said 'I will vaccinate as soon as the order arrives'. This showed that the current COVID-19 vaccination is not positive. As the reasons for not wanting to be vaccinated, 65.3% answered 'adverse reaction to the vaccine' and 25.8% 'distrust of the vaccine itself'. In addition, they perceived the vaccine supply between developed and underdeveloped countries as unequal, and the average was 3.94, indicating that they were afraid of adverse reactions to the COVID-19 vaccine. Therefore, in order to more effectively acquire information about the COVID-19 vaccine, research, platform development, and education on publicity methods through the media frequently used by college students are required.

• Journal of Home Health Care Nursing
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• v.29 no.3
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• pp.278-287
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• 2022

Purpose: To analyze Korean nurse-related channels and video titles on YouTube, the world's largest online video sharing and social media platform, to clarify public opinion and image of nurses. We seek utilization strategies and measures through current status analysis. Methods: Data is collected by crawling video information related to Korean nurses, and correlation is analyzed with frequent word analysis and keyword network analysis. Results: Through the YouTube algorithm, 2,273 videos of 'Nurse' were analyzed in order of recent views, relevance, and rating, and 2,912 videos searched for with the keyword 'Nurse + Hospital, COVID-19, Awareness, University, National Examination' were analyzed. Numerous videos were uploaded, and nursing work that was uploaded in the form of a vlog recorded a high number of views. Conclusion: We could see if the YouTube video shows images of nurses. It has been confirmed that various information is being exchanged rather than information just for promotional purposes.