• Knowledge Management Research
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• v.24 no.4
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• pp.195-218
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• 2023

This study empirically analyzes the effect of a sports club's performance and social media operations on online information search volume, reflecting fan engagement. Additionally, it confirms that such effect can vary depending on the issuance of sports fan tokens. The analysis of the data resulted in the support of all four hypotheses presented in this study. The team's goal differentials during the games exhibited a significant and positive effect on the online information search volume by fans. Furthermore, the quantity of a team's social media posts also showed a significant and positive effect on the online information search volume. The aforementioned effects of the team's game-related performance and social media activity on the online information search volume appeared to be strengthened when the sports fan tokens of the team were issued. This study conducts an empirical analysis of fan engagement in sports clubs and delves into the marketing dimensions of sports fan tokens. By doing so, it broadens the research scope within sports marketing and offers practical insights for the development of marketing strategies by sports clubs.

• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.127-134
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• 2011

A local festival is to be an essential element for the revival of regional economy and marketing since the management concept have introduced in the local government. Each local government is trying to achieve a maximum of efficiency at short period of time. But, most festival are each similar and common. In Asancity, it was holding the 'Great Admiral Yisunsin Festival' every year in April. It has grown into a representative historical figure festival nationally, but can't get over the limitation of historical figure festival. For differentiation from other festivals, The Asancity developed a online game in collaboration with hoseo university game engineering. The e-sports competition with this game was held, as a result, Many youths whose are a neglected class of people on the festival came in the festival and this e-sports competition has become benchmark for many local governments.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.415-425
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• 2017

The purpose of this study is to examine the effect of perceived enjoyment and user's characteristics on the intention of continuous use when users play social network games on a mobile device. In addition, the study empirically investigated the mediating effect of flow experience in this process. To fulfill the purpose, this study conducted a survey on 244 college students and collected data. When the collected data was analyzed, the followings were known. First, perceived enjoyment, and both self-efficacy and innovation propensity of user's characteristics turned out to have a positive (+) effect on the intention of continuous use in mobile social network game. Second, in the process, it was known that flow experience played a mediating role. These findings are expected to be useful data in developing game contents of high quality or making a marketing strategy for continuous improvement of online social network game industry. In addition, future studies are expected to generalize the research to various age groups.

• Journal of Korea Multimedia Society
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• v.25 no.2
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• pp.382-389
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• 2022

In China, E-commerce live broadcast has emerged as the most popular and innovative online shopping form for today's consumers, and its "real-time interactive" feature can compensate for the communication delays of general online shopping. Based on the author's previous research it has been demonstrated that, in the E-commerce live broadcast environment, Internet Word of Mouth (IWOM) has become an important reference for consumers when making purchases. In this paper, we reconstructed the "IWOM-Purchase Intentions" model and use interaction (Auchor-Audience and Audience-Audience) as a mediating variable to empirically investigate the impact of IWOM on purchase intentions in E-commerce live broadcast. The data were collected through a questionnaire survey of individuals who had experience in E-commerce live broadcast and 250 valid data were obtained and analyzed by SPSS21.0. The results show that: the interaction (Auchor-Audience) acts as a mediator between IWOM (strength of relationship; word-of-mouth quality and word-of-mouth timeliness) and purchase intention; And the interaction (Audience-Audience) acts as a mediator between word-of-mouth timeliness on purchase intention, but has no significant mediation on the impact on the strength of relationship and word-of-mouth quality to purchase intention. On this basis, recommendations are made for the implementation of IWOM marketing strategies for E-commerce live broadcast platforms and anchors.

• Journal of Information Technology Services
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• v.10 no.4
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• pp.103-117
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• 2011

Recently, the service innovation is getting interests among innovation researchers. After reviewing the Lancasterian approach concerning the service innovation, this paper explains concretely the innovation in the cultural industry, specifically online game industry, using Lancasterian approach. Combining Lancasterian approach and the value chains in the cultural industry systematically, we draw both implications in theory and policy. Theoretically, the innovation in the cultural industry needs interdisciplinary research due to the inclusion of diverse innovation natures-technical, content, and marketing innovation. Also this paper suggests policy makers to apply research and development(R&D) concept in the manufacturing sector to the cultural industry in which content R&D means the creation of new concepts or new development of the service.

• International Journal of Advanced Culture Technology
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• v.11 no.3
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• pp.315-320
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• 2023

Covid-19 is rapidly changing the global society. In particular, as the online connected world has become more important in recent years, new communication methods such as VR, AR, and metaverse have emerged as global trends. As social interest in technologies such as metaverse, blockchain, and NFT continues to grow, this study aims to understand the concept of NFT, which is being illuminated as a global trend keyword, and to examine the current status of the global fashion industry. As a result of examining NFT application cases of fashion brands that have grown rapidly since Covid-19, the use of NFT in the global fashion industry can be largely classified into three categories - Collection and Investment Type, Game Type NFT, Marketing and Event Type NFT. Based on this, We expect that this study will be used as basic data to actively utilize NFT, which is still in its infancy, to prepare a plan to revitalize the domestic fashion industry.

• Proceedings of the Korea Contents Association Conference
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• 2008.05a
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• pp.431-435
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• 2008

Thanks to the development of internet, on-line market expands exponentially and corresponding solid business models are drawn attentions. Most of on-line trading items are limited with selling game related items however, Linden Lab made its turning point by introducing cyber reality game to shape the cyber life with creating his own Avatar in 2003. After 2003, Second life has grown sharply that over 12 million users around the world. While former games are progressed within fixed scenario, the concept of avatars who live his or her own lives at the cyber space that successfully differentiate from former online game. Further, cyber money, Linden Dollar can be used to buy real estate, cloth, shoes just like at real economy system. Not only for using corporate marketing, various areas of activities; promotion of public sector, politics, education are also functioned at the cyber life. In Korea, Korean version of Second life was introduced at the end of 2007 that draws attentions from the users. In this study, I examine various business models of cyber through Second life and suggest feasible culture-contents applying models.

• Asia Marketing Journal
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• v.15 no.3
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2002.11a
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• pp.445-453
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• 2002

Past and current customer behavior is the best predicator of future customer behavior. This paper introduces a procedure on personalized defection detection and prevention for an online game site. The basic idea for our defection detection and prevention is adopted from the observation that potential defectors have a tendency to take a couple of months or weeks to gradually change their behavior (i.e. trim-out their usage volume) before their eventual withdrawal. For this purpose, we suggest a SOM (Self-Organizing Map) based procedure to determine the possible states of customer behavior from past behavior data. Based on this representation of the state of behavior, potential defectors are detected by comparing their monitored trajectories of behavior states with frequent and confident trajectories of past defectors. The key feature of this study includes a defection prevention procedure which recommends the desirable behavior state for the ext period so as to lower the likelihood of defection. The defection prevention procedure can be used to design a marketing campaign on an individual basis because it provides desirable behavior patterns for the next period. The experiments demonstrate that our approach is effective for defection prevention and efficient for defection detection because it predicts potential defectors without deterioration of prediction accuracy compared to that of the MLP (Multi-Layer Perceptron) neural network.

• Journal of Intelligence and Information Systems
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• v.22 no.1
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• pp.119-138
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• 2016

Since the Industrial Revolution, which made the mass production and mass distribution of standardized goods possible, machine-made (manufactured) products have accounted for the majority of the market. However, in recent years, the phenomenon of purchasing even more expensive handmade products has become a noticeable trend as consumers have started to acknowledge the value of handmade products, such as the craftsman's commitment, belief in their quality and scarcity, and the sense of self-esteem from having them,. Consumer interest in these handmade products has shown explosive growth and has been coupled with the recent development of three-dimensional (3D) printing technologies. Etsy.com is the world's largest online handmade platform. It is no different from any other online platform; it provides an online market where buyers and sellers virtually meet to share information and transact business. However, Etsy.com is different in that shops within this platform only deal with handmade products in a variety of categories, ranging from jewelry to toys. Since its establishment in 2005, despite being limited to handmade products, Etsy.com has enjoyed rapid growth in membership, transaction volume, and revenue. Most recently in April 2015, it raised funds through an initial public offering (IPO) of more than 1.8 billion USD, which demonstrates the huge potential of online handmade platforms. After the success of Etsy.com, various types of online handmade platforms such as Handmade at Amazon, ArtFire, DaWanda, and Craft is ART have emerged and are now competing with each other, at the same time, which has increased the size of the market. According to Deloitte's 2015 holiday survey on which types of gifts the respondents plan to buy during the holiday season, about 16% of U.S. consumers chose "homemade or craft items (e.g., Etsy purchase)," which was the same rate as those for the computer game and shoes categories. This indicates that consumer interests in online handmade platforms will continue to rise in the future. However, this high interest in the market for handmade products and their platforms has not yet led to academic research. Most extant studies have only focused on machine-made products and intelligent services for them. This indicates a lack of studies on handmade products and their intelligent services on virtual platforms. Therefore, this study used signaling theory and prior research on the effects of sellers' characteristics on their performance (e.g., total sales and price premiums) in the buyer-seller relationship to identify the key influencing e-Image factors (e.g., reputation, size, information sharing, and length of relationship). Then, their impacts on the performance of shops within the online handmade platform were empirically examined; the dataset was collected from Etsy.com through the application of web harvesting technology. The results from the structural equation modeling revealed that the reputation, size, and information sharing have significant effects on the total sales, while the reputation and length of relationship influence price premiums. This study extended the online platform research into online handmade platform research by identifying key influencing e-Image factors on within-platform shop's total sales and price premiums based on signaling theory and then performed a statistical investigation. These findings are expected to be a stepping stone for future studies on intelligent online handmade services as well as handmade products themselves. Furthermore, the findings of the study provide online handmade platform operators with practical guidelines on how to implement intelligent online handmade services. They should also help shop managers build their marketing strategies in a more specific and effective manner by suggesting key influencing e-Image factors. The results of this study should contribute to the vitalization of intelligent online handmade services by providing clues on how to maximize within-platform shops' total sales and price premiums.