• Journal of Digital Convergence
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• v.11 no.5
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• pp.201-209
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• 2013

This study is an application of facebook (FB) as a strategic communication of viral marketing. Old fashioned advertising and public relation in facebook are not effective at social network service(SNS) environment, and a different marketing communication is needed because facebook is essentially oriented for building relationship among people. The study assumes that an opinion leader might exist at facebook and tries to find out how facebook users show a pattern of communication based on level of opinion leadership regarding a product. The findings showed that people with high opinion leadership communicated more actively than people with low opinion leadership. This study will contribute to segment seed consumers using opinion leadership in facebook.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.471-482
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• 2015

Situational Crisis communication theory (SCCT), one of the major crisis communication theories, suggests that crisis managers have to choose the most effective crisis response strategy in accordance to the crisis type. However, there's a controversy over whether this theory is practically applicable in Korea. Therefore, this study analyzed statements of apology to see if companies in Korea are actually taking different response strategy according to the types of crisis. According to the result of analysis on 244 apology statements published in the newspapers from 2012 to spring of 2015, adaptive response strategy was mostly taken no matter what the crisis type was. In conclusion, there's a discrepancy in crisis response strategy between the theory suggested in SCCT and the current practices in Korea. This conclusion can contribute to devising an appropriate application of SCCT in Korea and to develop a more Korea relevant theory.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.67-80
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• 2019

Augmented Reality (AR) is a crucial technology in the Fourth Industrial Revolution that can revolutionize the existing Information and Communication Technology (ICT) market and powerfully create a new market However, it is hard to find the clear answer for AD/PR strategies in the rapidly changing AR market. Thus this research explores the big picture of the AR industry as it pertains to Politics, Economy, Social, and Technology through in-depth interview with seven AR experts who are leading the domestic AR market. The research also analyzes the AR market's Strengths, Weaknesses, Opportunities, and Threats. Furthermore, it looks for strategies to vitalize the advertising and PR industry by analyzing the Contents, Platform, Network, and Devices of the AR ecosystem. The results of the research indicate a need for the government's strengthened policy of supporting the AR market, fostering of pace-setting killer contents, connecting services of several industries through AR platforms, strengthening the network of communication systems such as through 5G, and the commercialization and industrialization of domestic devices in order to vitalize the AR industry in its marketing and PR spheres. Therefore, this research suggests measures to revitalize the marketing and PR industries of the AR ecosystem, which has only recently gotten to its developing stage and provides an academic as well as practical foundation for future research in the field of AR.

• Venture DIGEST
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• s.53
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• pp.9-9
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• 2004

현대인들에게 꼭 필요한 세 가지를 말하는데 있어‘휴대폰’, ‘컴퓨터’, ‘자동차’라고 해도 반대할 사람은 없을 것이다. 텔레매틱스는 우리에게 꼭 필요한 이 세 가지를 잘 조합해 놓은‘디지털 컨버전스’의 산물이다. 원격통신을 뜻하는 텔레커뮤니케이션과 정보과학을 뜻하는 인포매틱스의 합성어로, 자동차와 무선 통신이 결합한 차량 무선인터넷 서비스가 바로 텔레매틱스이다. 최근 동적 라우팅을 탑제한‘CCI-3400’을 출시한 카나스와 미국 수출형‘호크아이’를 출시한 파인디지털을 통해 텔레매틱스의 세계로 들어가 보자.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.93-116
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• 2006

The main purpose of this study is to examine whether power-of-speech have an impact on persuasion in radio CM and to determine what is stronger variable either power-of-speech or sex of source. Previous research showed confused result about this issue. Some research supposed the effect of power-of-speech depend on sex of source/Carli, 1990) but the others supposed it is not(Holtgraves & Lasky, 1999; Erickson, Lind, Johnson, & O'Barr, 1978). So present research is designed to show empirical evidence about this issue examining the interaction between effect of power-of-speech and sex of source. Result revealed that power-of-speech affects strongly on persuasion and that effect have no interaction with sex of source. This result means that the effect of power-of-speech is stronger than the effect of sex of source. But in attitude toward product exceptionally, female source using powerful speech induce more favorable attitude toward product than female source using powerless speech whereas male source using powerful and powerless speech induce same attitude toward product.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.460-476
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• 2015

The purpose of this study is to provide practical implications on government crisis management strategies and on the use of SNS in crisis management. Specifically, this study analyzed Ministry of Drug and Food Safety's responses to paraben toothpaste issue, media coverage of paraben toothpaste issue, and public responses to paraben toothpaste issue. Through textual analysis and the network analysis of 45 news articles and 645 tweets, this study found that Ministry used one-way communication strategy and mostly negative issues regarding Ministry's crisis response strategies were diffused via the media and Twitter. This study was meaningful in that it highlighted the importance of media relations and use of SNS in crisis management. The findings of this study provide useful implications for government officials and PR practitioners in their crisis management and communication strategy.

• Culinary science and hospitality research
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• v.22 no.4
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• pp.277-287
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• 2016

This research was conducted over four weeks from April 1, 2016 until April 30. Data collection was of responses from customers who a self-targeting customers who have visited more than 10 eating out establishments in downtown Seoul. First, a regression analysis was conducted to analyze the effect of activity of the food service industry marketing communications on customer satisfaction. First, advertising, B=0.107 (p<.001), convenient, B=0.093 (p<.05), social B=0.294 (p<.01), PR B=0.334 (p<.001), sales promotion B=0.542 (p<.001), personnel sales each had a significant positive influence (+) on customer satisfaction B=0.111 (p<.01). Secondly, menu selection catering property between marketing communications and customer satisfaction analysis of the impact of human Sales were significantly positive (+) Publicity Department had the effect of (-). In addition, advertising and sales promotion did not have any moderating effect.

• Korean journal of communication and information
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• v.60
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• pp.52-74
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• 2012

Legislation needs to be understood within a political, societal relationship among lawmaking bodies rather than by legal provision itself. In order to examine features and functions of communication in the process of legislation, this study conducted focus group interviews with experts as well as in-depth individual interviews. The result of this research as follows: First, the study found that although the domestic legislative process has been made by active interactions among lawmaking subjects, it was hard to conclude that this procedure is providing effective and productive legislative agenda because of chaotic communications made along the process. Second, the study found that national legislative process has been gradually moving, although restricted, to an open political space, the National Assembly, from a closed space, the executive branch. Third, the study found a remarkable feature including growing influence of experts groups and civic organizations in the legislative process. It is a significant change that legislative staff such as National Assembly aides, investigators, expert committeemen and deputy director generals played a role of "insiders," unnoticeably influencing the legislative process, and that civic organizations and NGOs, which have been excluded in the previous legislative processes, emerged as a new influencing circle in the process. Lastly, the study found that media organizations, in the process of developing agenda, had a strong impact on the National Assembly as a subject forming public issues and as a messenger of the legislative agenda while they played a limited role in affecting the government. This study discusses why communication in the domestic legislative process is important and what are some hindering and facilitating factors in the process.

• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• Journal of the Korean Graphic Arts Communication Society
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• v.29 no.3
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• pp.31-40
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• 2011

Using of QR(Quick Response) code is dramatically extended to various marketing area; not only substitute of bar code but also new tool of PR and marketing. This research attempts to analyze brand communication effect using QR code printed on product package especially in snack product category. Findings are 1) communication effect are different according to the type of book-trailers; 2) cinematic production and animation are the most effective type of book-trailers; 3) for memory and confirmation(sharing), a)stills and straplines, Analysis result of hypothesis I showed that characters of QR code influence on brand attitude. Among dependent variables, only reliability is significant. That means reliability of company and brand using QR code influence on brand attitude. The higher reliability of QR code, the better brand attitude of the brand. Analysis result of hypothesis II found that only reliability is significant on purchasing intention. Reliability of company and product using QR code influences on purchasing intention. The higher reliability of QR code, the higher possibility of purchasing products. Therefore, company can enhance reliability of both company and its products by using QR code. Using QR code will bring high reliability and high brand attitude and purchasing intention.