• International Journal of Advanced Culture Technology
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• v.8 no.1
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• pp.120-127
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• 2020

The use of digital signage in the public and commercial communication areas has been increasing in recent years. By integrating cutting-edge information technologies such as 5G, artificial intelligence, and the Internet of Things, digital signage continues to break apart from traditional outdoor advertising media. This study identified the problems facing the domestic digital signage industry by exploring and analyzing major issues related to digital signage and derived future development measures. Specifically, online documents were collected based on the digital signage-related keywords created over the past 12 years to conduct big data network analysis, and key topics were derived through visualization of the results. This study has great policy implications in that it excluded biased interpretations based on the viewpoints of companies or the government and, more objectively, suggested the direction of the digital signage industry's development in the domestic media market.

• Journal of Korea Society of Digital Industry and Information Management
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• v.9 no.4
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• pp.213-226
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• 2013

Recently, the social commerce on Facebook.com and Twitter.com, which is represented by SNS (Social Network Service), has been expanding in the form of a combination of SNS market. This study attempted to examine the cost-effect analysis between portal-based advertisement and SNS-based advertisement in order to establish an effective advertising strategy for e-learning content providers. The results showed that portal-based advertisement is more effective than SNS-based advertisement in terms of advertising effectiveness against cost. According to these empirical research results, this article discusses the practical implications for e-learning content providers in an attempt to enable them to take competitive advantage.

• Asia pacific journal of information systems
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• v.28 no.1
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• pp.36-60
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• 2018

As an increasing number of people gained access to social network services (SNS), organizations started to use SNS as a channel for marketing and promotional purposes. The online advertising market has significant growth potential. Brand engagement is a key motive for online advertising, but how SNS users engage with brands, particularly in terms of the promotion of organizations, is poorly understood. This study uses customer value theory to examine brand engagement of users in terms of promoting companies in the context of Korean SNS marketing. This study identifies the antecedents of brand engagement based on customer value theory. Our findings show the significance of three factors of SNS marketing, namely, price discount, relationship support, and convenience, on brand engagement. We further show the consequences of brand engagement, namely, purchase decisions and word-of-mouth activities. These findings help advance customer value theory and offer practical insights into the use of information systems and marketing in the context of SNS.

• Journal of Internet Computing and Services
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• v.14 no.6
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• pp.49-57
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• 2013

As 'Big data' has been one of challenging issues, development of new services using Social Network Service (SNS) which is its typical example became active. SNS has developed as a media where everyone communicates at real time and the number of SNS opinion analyzing services is increasing. Meanwhile, new approach to acquire and analyze twitter data becomes necessary in TV advertisement system. This paper proposes LiveAD system, which store and analyze big data such as twitter data as well as analyze TV advertising effect based on twitter data. As a proof of concept, the proposed system has been implemented collecting and analyzing twitter data using Hadoop. The result of collected information over the system increases the chance of analyzing TV advertising effect on twitter in real-time.

• Proceedings of the Korea Society of Design Studies Conference
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• 2004.10a
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• pp.120-121
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• 2004

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.181-208
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• 2001

This study regards to the expression characteristics of the humor advertising, which has been largely used for TV ads. The concept of humor was identified first, and then the humor advertising was examined in terms of the arousal theory, incongruity theory, and superiority theory, according to Lefcourt and Martin. 871 TV ads which aired on the three network stations (KBS, MBC, and SBS) for 7 random days during February, 2000 were recorded and analyzed. It turned out that the humor advertising was frequently used in our country, too. It was mainly used for the low-involvement food products. Yet the humor advertising, which had been traditionally used for the low-involvement products, was also getting available for the high-involvement products. As for the theories applied to it, the arousal theory was used most in our country unlike other countries using the incongruity theory. The humor advertising which adopted the superiority theory was useful, by humorously emphasizing the weaknesses of competitors, for their comparison with own brand or the emphasis of own strengths.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.71-77
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• 2021

This study aimed to suggest ways to utilize local governments' SNS by recognizing whether advertising affinity affects advertising effectiveness and significant differences between photo types (personality or absence) and generation. The survey was conducted from 1 April to 16 April 2021, and a total of 235 copies were used for empirical analysis. According to the analysis, advertising likeability affects advertising effects, and photos involving tourists have a greater impact on advertising effects in their 20s. This will require local governments to make various efforts to identify the generations that access SNS the most, and to encourage them to post photos suitable for that generation, along with ensuring that tourists' photos are posted at tourist attractions.

• Information Systems Review
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• v.26 no.1
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• pp.1-17
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• 2024

This study analyzes the effect of SNS Advertising Creative Strategy of Hospital. The research was conducted by two-way ANOVA and multiple regression analysis to analyze the effect of Advertising Creative Strategy, consist of message framing, appeal, and advertising models, on CTR (Click Through Rate). The data used in this research was the actual advertisement results impressed from 2018 to the beginning of 2023 through multiple SNS channel (Kakaotalk Channel, YouTube, Instagram, and Facebook) by a liposuction specialized network hospital with 20 branches in Korea. As a result of this study, different SNS Channel effects on CTR and among 'Message Framing (Positive, Negative)', 'Message Appeal (Rational, Emotional)' and 'Advertisement Models (Character, Ordinary, Professional)', only Advertisement Models had a significant effect on CTR. The result of this study is significant in the point that it analyzed the actual SNS advertisements of hospital and adopted CTR to measure the effect of advertising. Based on those findings, theoretical and practical implications, limitations of this study, and directions for further research were suggested.

• Journal of the Economic Geographical Society of Korea
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• v.15 no.2
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• pp.274-291
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• 2012

Since the advent of the internet as representative of the development of information communication technology (ICT), information transfer forms have changed rapidly these days. In the new techno-economic paradigms, I would ultimately consider how spatial structures of a knowledge-based service industry have been altered dynamically. To delve into this background, this study conducts an empirical case study of the internet advertising industry, particularly, among the whole advertising industry. Therefore, the primary objective of this study is to identify dynamic characteristics of spatial networks among actors for knowledge creation in Korea's internet advertising industry. In addition, it also is to analyze the formative elements of spatial networks which would have an influence on constructing the space of new economic activities. There are multilateral approaches. This research is classified into types of actors such as inter-firm, intra-firm, and firm-customer, and categorized according to spatial ranges such as local, regional, global levels. In the meanwhile, formative factors of the spatial networks could draw a conclusion from two aspects: inter-firm networks in the process of business in the internet advertising industry, and individual networks in the nonoccupational aspect. Accordingly, the results of this study suggest that actors' networks of two perspectives would make mutually complementary relationships and create new relational spaces in the digital economy.

• Asia pacific journal of information systems
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• v.25 no.2
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• pp.337-355
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• 2015

The Internet has become one of the most important channels for people to communicate and for companies to implement their sales promotion activities, such as advertising. Marketing and advertising attempt to influence customers' attitude to persuade them to choose to buy the advertisers' products instead of the competitors'. With the different forms of online marketing, such as search engine marketing, email marketing, and mobile marketing, advertisers can find more effective strategies to attract the attention of more targeted audiences. With the emergence of the social web (web 2.0), a new platform was introduced called social networks. This paper presents the current work in internet marketing activities until web 2.0, and conducts a social network analysis to aid in data extraction. Marketing and advertising companies have understood the power of information for a very long time. The more knowledge these companies have on the demographics, consumer habits, and preferences of particular customer types, the more they can tailor their product offerings, and the more sales they can make. This paper aims to understand the internet marketing concepts as well as present challenges and work directions in internet marketing.