• The Journal of Society for e-Business Studies
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• v.25 no.4
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• pp.33-60
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• 2020

Along with the rapid advance in internet technologies, ubiquitous mobile device usage has enabled consumers to access real-time information and increased interaction with others through various social media. Consumers can now get information more easily when making purchase decisions, and these changes are affecting the brand landscape. In a digitally connected world, brand image is not communicated to the consumers one-sidedly. Rather, with consumers' growing influence, it is a result of co-creation where consumers have an active role in building brand image. This explains a reality where people no longer purchase products just because they know the brand or because it is a famous brand. However, there has been little discussion on the matter, and many practitioners still rely on the traditional measures of brand indicators. The goal of this research is to present the limitations of traditional definition and measurement of brand and brand image, and propose a more direct and adequate measure that reflects the nature of a connected world. Inspired by the proverb, "A man is known by the company he keeps," the proposed measurement offers insight to the position of brand (or brand image) through co-purchased product networks. This paper suggests a framework of network analysis that clusters brands of cosmetics by the frequency of other products purchased together. This is done by analyzing product networks of a brand extracted from actual purchase data on Amazon.com. This is a more direct approach, compared to past measures where consumers' intention or cognitive aspects are examined through survey. The practical implication is that our research attempts to close the gap between brand indicators and actual purchase behavior. From a theoretical standpoint, this paper extends the traditional conceptualization of brand image to a network perspective that reflects the nature of a digitally connected society.

• Information Systems Review
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• v.12 no.1
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• pp.1-22
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• 2010

Demands onenterprise applications are changing drastically in terms of service and value. Currently enterprises have started to view these applications as service systems, as they combine technology with organizational networks designed to deliver services that satisfy the needs of customers and marketing operations. Social networking is playing a crucial role in this direction and provides organizations with the critical data that enable to build strong relationships with their customers and partners. Enterprises have started using this concept, by integrating social networking services with their enterprise applications such as CRM. In this paper, we combine an open source social networking engine with a CRM (Customer Relationship Management) application to constitute a social CRM system. This can bring the customers closer to the enterprise and facilitate better communication with them. Social Networking Analysis constructs were used to analyze the effectiveness of service system. In the current competitive and economically challenging conditions, salespeople needs to quickly and effectively establish meaningful communication with customers. Our approach can address this issue, by handling the changing customer demands in minimal time, and increases service quality and business value.

• Journal of Digital Convergence
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• v.12 no.8
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• pp.67-76
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• 2014

In this study, we investigated opinion leaders' communication activities on Facebook and analyzed the differences of communication patterns on Facebook between Korean and US college students. As a primary source of information, we conducted an online survey to collect data from students currently enrolled at two different universities in US. Additionally, we utilized online survey data previously collected from Korean students. According to our analysis, we found that US male students had more active opinion leadership than Korean male students. Also, opinion leadership of Korean students' was significantly associated with both active and passive communication patterns on Facebook whereas opinion leadership of US students' was significantly associated with passive communication patterns.

• Journal of Digital Convergence
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• v.14 no.5
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• pp.47-55
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• 2016

The purpose of this study is to analyze the status of various government support policy for IoT sector and survey the level of satisfaction and relative importance among policies. In order to achieve the goal, this study surveyed experts in the field of IoT, utilizing Hierarchy Process Analysis methods. Major findings are as follows; first, despite of wide range of IoT-related policies, experts in the industry and academy are very limited, ; second, the order of policy satisfaction is primarily on Oversea Marketing, followed by R&D support, Venture support, Human resource education.; third, the order of importance is primarily Venture support, followed by R&D support, Human resource education. Also, it has been given the higher importance to the role of leader as R&D support, Oversea market pioneering, and industry university network, rather than the role of coordinator and supporter. However, expert group does not recognize the importance of policies related to the role of coordinator because these policies always have been conducted in major government projects.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.15 no.11
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• pp.2359-2364
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• 2011

E-commerce is a kind of trade type between buyers and sellers rely on computer networks. Carried out according to certain standards of various business activities. e-commerce is based on modern information technology and network technology, financial electronic collection, management, information technology, business and trade information networks into one, aimed at logistics, capital flow and information flow of harmony and unity of the new trade, trade activities of the entire process, electronic, networking and digital. E-commerce has brought to the traditional ways of trading a huge impact, led to changes in economic structures, is a business revolution in the way and is recognized internationally as the 21st century is an important driver of economic development compared to current traditional companies. In this material, we first consider the current problem, analyze particular characteristics of clothing shopping mall to increase the purchasing power of customer. For these reasons, we describe the process for building the clothing site.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.8 no.2
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• pp.634-645
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• 2014

VoIP (Voice over Internet Protocol) is a technology of transmitting and receiving voice and data over the Internet network. As the telecommunication industry is moving toward All-IP environment with growth of broadband Internet, the technology is becoming more important. Although the early VoIP services failed to gain popularity because of problems such as low QoS (Quality of Service) and inability to receive calls as the phone number could not be assigned, they are currently established as the alternative service to the conventional wired telephone due to low costs and active marketing by carriers. However, VoIP is vulnerable to eavesdropping and DDoS (Distributed Denial of Service) attack due to its nature of using the Internet. To counter the VoIP security threats efficiently, it is necessary to develop the criterion or the model for estimating the information security level of VoIP service providers. In this study, we developed reasonable security indicators through questionnaire study and statistical approach. To achieve this, we made use of 50 items from VoIP security checklists and verified the suitability and validity of the assessed items through Multiple Regression Analysis (MRA) using SPSS 18.0. As a result, we drew 23 indicators and calculate the weight of each indicators using Analytic Hierarchy Process (AHP). The proposed indicators in this study will provide feasible and reliable data to the individual and enterprise VoIP users as well as the reference data for VoIP service providers to establish the information security policy.

• Journal of the Korea Society of Computer and Information
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• v.25 no.10
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• pp.255-260
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• 2020

In this paper, I propose an efficient brand identity strategy by topic modeling the Instagram posts, one of SNS(Social Network Service) having more than 1billion world-wide and 500 million daily users. Since the 92% age groups of the Instagram is 18~50 years old (59% 18~29y and 33% 30~49), I set research analysis target three mobile commerce sites to dress and cosmetics sales sites that sale apparels cosmetics and gadgets that recently opened and have operated marketing on diverse channel including SNS. By topic modeling SNS posts for 6 months after launching the site that tagged each m-commerce site brand name or company name, I validate companies' brand identity strategy works effectively and suggest moderation of strategy for brand image. As a result, I found one of three mobile commerce site has different brand image by users and need different identity set up.

• The Korean Journal of Food And Nutrition
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• v.28 no.3
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• pp.358-368
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• 2015

The study is focused on analyzing the SNS using characteristics of the people surveyed, as for the SNS acceptance channel of the food service corporations, accounted voluntarily for 71%. The SNS food service information regarding information of menu, location of store, price, coupon, taste evaluation, event, promotion, reservation and store atmosphere was researched. The most preferred information sharing for SNS food service were researched and found Facebook, blog and others in increasing order. The most preferred media to obtain SNS food service information were smart phone, desktop computer and others. The result of verifying differences in the perceived ease of use were also evaluated according to the food service corporation of SNS using characteristics of the people and was found: the longer period of SNS use, longer was access time: more number of visiting times, higher perceived ease of use. As for the difference in the perceived service value: longer the period of SNS use, more preferred was the blog: the more number of visiting times, the higher perceived service value. As for the difference in the online mouth-to-mouth intention: longer the period of SNS use, longer was access time: the more number of visiting times, the higher online mouth-to-mouth intention. Therefore, these research results provide useful implications in the working-level aspects such as providing basic data and the academic approach of the study, when the food service corporations establish marketing strategies through SNS.

• Fashion & Textile Research Journal
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• v.19 no.6
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• pp.701-711
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• 2017

This research aimed to understand selfie behavior in social networking sites (SNSs). The research was conducted on the basis of the functional theories of attitude, verified self-presentation attitude, and self-expression attitude that affect selfie behaviors (i.e., taking selfies, posting selfies, and taking selfies for fashion product exposure). The moderating effect of satisfaction toward one's appearance was identified. The participants of the study were SNS users aged 20-30 years who had posted selfies in the past month. A survey was performed using an online panel of an international survey firm. The data were analyzed using hierarchical regression analysis on SPSS 22.0. Results corroborated that self-expression attitude affected the number of selfies taken but not the number of selfies posted and those uploaded for fashion product exposure. Self-presentation attitude exerted a significant effect on the number of selfies posted and those uploaded for fashion product exposure. When satisfaction toward one's appearance was high, self-presentation attitude increased the influence of the behaviors of posting selfies and uploading selfies for fashion product exposure. Self-expression attitude also significantly influenced the number of selfies taken due to the moderating effect of satisfaction toward one's appearance. This research was made meaningful by its quantitative analysis of selfie behavior in SNSs. The results confirmed the different functions of attitudes affecting selfie behavior. With the improved understanding of selfie behavior obtained from this research, Social Media marketing may be carried out in various industrial fields in the future.

• Journal of the Economic Geographical Society of Korea
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• v.17 no.2
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• pp.296-320
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• 2014

Since the last decades, livestock ranching has been fast industrialized and the global trade of meat products is sheer increasing. And the Korean government opened its domestic beef market to meet increasing domestic demand for beef. In this context, domestic beef production took its way to specialization and scale economies, and subsequently the commodity chain of beef became different from the conventional one. Such institutions as beef quality grade, HACCP, and brand marketing have strong influence on current beef production systems. Furthermore, along with the macro-scale change, regional and local systems and actors also transform the beef commodity chain. Hampyong-gun, which had once been a declining rural and under-served region in the past, is now actively reviving its economy by producing industrialized, specialized, and localized beef. Such native beef production is both impacted by and associated with multi-scaled actors, their institutions and supporting discourses. These heterogeneous actors and institutions form a newer form of native beef system in the region.