• Journal of the Korean Society of Costume
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• v.63 no.2
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• pp.110-124
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• 2013

The spread of internet media is accelerating companies to create their own on-line brand community as one of their marketing communication tools because of the advantages in terms of cost-saving and raising their brand loyalty. The purpose of this study was to examine how the consumer's activities in the customer self-driven on line fashion brand community ultimately affect building a structural relationship between brand attitude and brand loyalty. In order to conduct this study, on-line field survey was conducted including a series of filtering questions measuring respondent's level of the community participation. SPSS 18.0 and AMOS 18.0 were used for the structure equation modeling. The result of empirical analysis showed that the attachment and the loyalty of online community have significant influences on brand attitude and brand loyalty. Also, brand attitude partly played a role as a mediating variable in the path to influence brand loyalty. Lastly, the mediating effects of brand attitude may depend on participation level of these online fashion brand community relationships.

• Trans-
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• v.5
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• pp.29-48
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• 2018

This study examines the popularization strategy of domestic dance field through media platform and examines it based on the interaction of cultural participants. What does popularization of dance ultimately mean? What are the characteristics of media-based popularization strategies? Can all of these attempts be understood as popularization strategy with same attributes? The purpose of this study is to examine the characteristics of broadcasting media, which are used as the main medium of dance popularization strategy, and the online platform that recently attracts attention, and to focus on the communication process of cultural participants related to each media. Through this approach, media based activities turns out to be Mass Culture, controlled by businessman, capital, making it impossible for the creator to communicate directly with the audience, and producing the cultural products planned by the businessman. On the other hand, an online community platform is classified as Popular Culture since it allows creator to communicate and interact with audience without the direct involvement of the businessman and guarantees the rights of creation. Thereby it function as appropriate media platform and expand the discourse on popularization of dance in Korea.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2009.01a
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• pp.178-183
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• 2009

Online image dictionary has become more and more popular in concepts cognition. However, for existing online systems, only very few images are manually picked to demonstrate the concepts. Currently, there is very little research found on automatically choosing large scale online images with the help of semantic analysis. In this paper, we propose a novel framework to utilize community-generated online multimedia content to visually illustrate certain concepts. Our proposed framework adapts various techniques, including the correlation analysis, semantic and visual clustering to produce sets of high quality, precise, diverse and representative images to visually translate a given concept. To make the best use of our results, a user interface is deployed, which displays the representative images according the latent semantic coherence. The objective and subjective evaluations show the feasibility and effectiveness of our approach.

• International Journal of Knowledge Content Development & Technology
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• v.7 no.4
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• pp.27-50
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• 2017

The impact of social networking is varied from good to bad. Online activities have also been categorized into pros and cons of social networking, either as reported as hiding Internet activities among teenagers or killing loneliness among elderly. In terms of relationships, there have been argument over its closeness and quality of an online relationship in Internet settings. Looking at the contradiction in an innovative interaction between classic community communication and social media, there is an unknown scent of the future struggling and challenging both human communication and relationships in the presence of digital culture. This research uses Diffusion of Innovation to study the wide and continuous spread of digital culture in human communication; and, Media Dependency in learning and structuring the cognitive, affective and behavioral effects of social media on each person uses the media in different ways. This research will be using online survey to gain opinions from a social network site as an update of views and reflection of self-awareness to all levels of people. Social media like Facebook (FB) is perceived as a good tool of communication that it is able to bring closeness among the family members. The results show that social media like FB brings positive impact towards family members; it would help to build a better and harmonic society; and, relationships among family members and communication shall be improved and enhanced to the level of a united society.

• Journal of Preventive Medicine and Public Health
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• v.40 no.4
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• pp.291-296
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• 2007

Objectives : To explore the information sources and knowledge on infant vaccinations of pro-vaccination community members and anti-vaccination community members on the internet. Methods : An online survey of 245 parents from three pro-vaccination communities and 92 parents from one anti-vaccination community was conducted from June 7 to June 23, 2006. Results : Parents from pro-vaccination communities usually gained the information regarding vaccination efficacy and risk mainly from healthcare providers (49.8%) and mass media (47.7%). Pro-vaccination community members considered healthcare providers as the most credible sources of information on vaccination, whereas the anti-vaccination community members usually gained their information regarding vaccine efficiency and risk from Internet child-care cafes and online vaccination communities. Parents of the anti-vaccination community considered the internet as the most credible information source (77.6% for efficacy, 94.8% for risk). In addition, the major reason why anti-vaccination community members didn't vaccinate and, will not vaccinate, was concern about possible side effects of the vaccine. The knowledge level on infant vaccination, education and economic status was higher in the anti-vaccination community. Conclusions : On-line communities concerned with vaccination are getting popular. The influence of anti-vaccination parents on the Internet is expected to be high. The government and healthcare providers need to increase their efforts to improve the credibility of information about vaccination. Our findings suggest that online communication regarding vaccinations needs to be considered as a means to increase vaccination rates.

• Fashion, Industry and Education
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• v.15 no.1
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• pp.12-28
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• 2017

In the era of social media, marketers have struggled to understand and serve participants' diverse and multifaceted needs in a novel form of online brand community in the social-networking sites such as Facebook. Thus, this study identifies different groups of participants affiliated with Facebook brand pages based on their needs for brand connection. The need-based segments are validated by comparing results across foodservice and consumer goods. Results of cluster analysis reveal three distinct segments (i.e., residents, lurkers, and peepers) based on participants' functional, experiential, and incentive needs. Results of multivariate analysis of variance illustrate significant differences in relational tendencies for a brand of interest among these three groups. The three groups are profiled based on participants' engagement level. Findings of this study are expected to help marketers better understand the needs of diverse participants in their SNS-embedded brand community so they can develop tailored communication strategies for targeted groups.

• Journal of the Korea Society of Computer and Information
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• v.21 no.2
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• pp.113-122
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• 2016

This study investigates how anticipated value(attainment value, intrinsic value, utility value, and reward value) and self-efficacy in providing information have an influence on continuance intention to provide information in the context of online community or social media. We propose a conceptual model for examining the framework for the effect of anticipated value on attitude toward providing information, and the effect of attitude toward providing information and self-efficacy in providing information on continuance intention to provide information. Proposed research model is empirically assessed using the survey data obtained from 221 respondents in Korea. Results show that attainment value and intrinsic value have a significant impact on attitude toward providing information, whereas utility value and reward value are found to be insignificant. In addition, attitude toward providing information and self-efficacy in providing information are positively and significantly related to continuance intention to provide information.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.219-234
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• 2019

Fake news threaten democratic elections and causes social conflicts, resulting in major damage. However, the concept of fake news is hard to define, as there is a saying, "News is not fake, fake is not news." Fake news, however, has irreversible characteristics that can not be recovered or reversed completely through post-punishment of economic and political benefits. It is also rapidly spreading in the early days. Therefore, it is very important to preemptively detect these types of articles and prevent their blind proliferation. The existing countermeasures are focused on reporting fake news, raising the level of punishment, and the media & academia to determine the authenticity of the news. Researchers are also trying to determine the authenticity by analyzing its contents. Apart from the contents of fake news, determining the behavioral characteristics of the promoters and its qualities can help identify the possibility of having fake news in advance. The online community has a fake news interception and response tradition through its long-standing community-based activities. As a result, I attempted to model the fake news by analyzing the affirmation-denial analysis and posting behavior by securing the web board crawl of the 'M community' bulletin board during the 2017 Korean presidential election period. Random forest algorithm deemed significant. The results of this research will help counteract fake news and focus on preemptive blocking through behavioral analysis rather than post-judgment after semantic analysis.

• Journal of Distribution Science
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• v.21 no.1
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• pp.107-117
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• 2023

Purpose: This study attempted to confirm the mediating effect of brand experience and to travel brand community satisfaction in the relationship between the characteristics of brand community contents and travel product purchase intention. This study also investigated the moderating role of consumer characteristics. Research design, data and methodology: Based on a total of 381 bytes of data, hypothesis verification was conducted using Smart-PLS 3.2.8 statistical package programs. Results: First, the content community travel brand attributes, personal affordability and creativity are a lingering fragrances on the intended consumers ' shopping trip. Second, information provision, interaction, and creativity, which are the characteristics of travel brand community content, influenced consumers' intention to purchase travel products through brand community satisfaction. Third, playfulness, vitality, and creativity, which are the characteristics of travel brand community content, influenced consumers' intention to purchase travel products through double mediation of the experience and community satisfaction of brand. Conclusions: Tourism industry managers should be able to market content by forming their own brand community. It is necessary to create an environment in which tourism industry managers can use social media travel brand community content to give discounts to consumers, provide creative, playful and vivid travel information.

• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.605-616
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• 2022

Given that the current Idol fandom has been enormously affected by the development of digital technology such as the Internet, mobile or social media, this study explored how generational fandom culture has been shifted depending on the fandom's use of differential online platforms and services, i.e., online community vs. social network services. The survey results indicate that 3^rd generation fandom showed significantly greater intimacy, greater attachment/worship, greater similarity toward Idol stars as well as greater fandom loyalty and greater fandom identity than 1^st and 2^nd generation fandom. Similarly, compared to online community centered fandom, social network centered fandom showed greater intimacy, greater attachment/worship, greater similarity as well as greater fandom loyalty and identity than community-centered fandom.