• The Journal of the Korea Contents Association
• /
• v.12 no.5
• /
• pp.103-112
• /
• 2012

This paper is based on the perspective that the YTN Science, a science channel in Korea which plays a key role in the popularization of science, is suffering from low viewing ratings, insufficient content, and shortage of production. First, this study employs an exploratory method to identify current status of programming and operation of the Korean science channel along with its promotional strategy. Second, it aims to conduct an analysis on the science channels, specifically some major programs, of other nations including the U.S. (Discovery Channel, National Geographic Channel), United Kingdom (BBC Knowledge), Japan (Science Channel), and China (CCTV 10), seeking the possibility to apply and combine them afterward to the Korean TV channels specialized in science. A number of implications are derived from our diagnosis of present situation and analysis of abroad cases, and this helps us suggest the content development and promotional strategies as follows: First, due to the rising need for change in the programming strategy to enhance the value of the content, it is required to rearrange the programming in terms of the target audience and the viewer lifestyle, adopt a new strategy for building up the viewers' watching habit through 'stripping', and place strategic programs in prime-time. Second, as for the specific schemes of content production and application, it is recommended to establish a dual strategy in creating the content (one for conveying knowledge, the other for delivering fun), plan and use a representative character of the program, select scientific and technological topics with more Korean backgrounds, attempt strategic ties with SNS, deepen and diversify the material for programs, and implement a strategy to boost the OSMU. Finally, with regard to the promotional strategy, a constructive proposal may include raising channel awareness through science-related events and live broadcasting, performing promotional strategies by way of expanding to printed media like magazine and book publications, and intensifying online and mobile promotional strategy.

• Journal of Digital Convergence
• /
• v.10 no.1
• /
• pp.155-164
• /
• 2012

Nowadays, Smart media services such as smartphone applications are proliferated through the convergence of social media and the information and communication technologies(ICT). In many countries, the ICT policy is strategically used to solve the economic recession and high unemployment rate caused by the global financial crisis. However, the Korean ICT policies have declined with the abolition of the Ministry of information and communication. This paper suggests the dynamic quality of life as a philosophical foundation of Korean ICT policy and the dynamic policy PR methods for the social consultation and people's approval(national consensus), because the component of dynamic quality of life are embodied in the elements of ICT policy that should be realized through the governance, in which both Korean government and people produce and consume the ICT policies together in the era of smart media.

• Management & Information Systems Review
• /
• v.29 no.4
• /
• pp.143-167
• /
• 2010

Diverse research topics relating to Social Network Services (SNS) such as, social affective factors in relationships among internet users, social capital value of SNS, comparing attributes why users are intending to participate in SNS, user's lifestyle and their preferences, and the exploratory seeking potential of SNS as a social capital need to be focused on. However, these researches that have been undertaken only consider facts at a particular period of the changing computing environment. In accordance with this indispensability, the integrated view on what technical, social and business characteristics and attributes need to be acknowledged. The purpose of this study is to analyze the evolving attributes and characteristics of SNS from Web 1.0 to Mobile web 2.0 through the Web 2.0 and Mobile 1.0 period. Based on the relevant literature, the attributes that drive the changing technological, social and business aspects of SNS have been developed and analyzed. This exploratory study analyzed major attributes and relationships between SNS and users by changing the paradigms which represented each period. It classified and chronicled each period by representing paradigms and deducted the attributes by considering three aspects such as technological, social and business administration. The major findings of this study are, firstly, the web based computing environment has been changed into the platform attribute for users in the aspect of technology. Users can only read, listen and view information through the web site in the early stages, but now it is possible that users can create, modify and distribute all kinds of information. Secondly, the few knowledge producers of web services have been changed into a collective intelligence by groups of people in the aspect of society. Information authority has been distributed and there is no limit to its spread. Many businesses recognized the potential of the SNS and they are considering how to utilize these advantages toward channel of promotion and marketing. Thirdly, the conventional marketing channel has been changed into oral transmission by using SNS. The market of innovative mobile technology such as smart phones, which provide convenience and access-ability toward customers, has been enlarged. New opportunities to build friendly relationship between business and customers as a new marketing chance have been created. Finally, the role of the consumer has been changed into the leading role of a prosumer. Users can create, modify and distribute information, and are performing the dual role of customer and producer.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.12 no.3
• /
• pp.75-86
• /
• 2017

The development of web technologies and the generalization of smartphones have dramatically increased the number of social media users using the Internet. As a result, companies are perceived social media as a major marketing tool and operate a variety of SNS channels. In particular, start-ups conducting businesses with limited resources, social media is being used as an effective marketing tool to meet many potential customers at a low cost. Among them, facebook is the most used channel in the world and plays an important promotional tool not only in overseas but also in marketing activities of domestic start-ups. The purpose of this study is to analyze the relationship between satisfaction and purchase intention according to four personal characteristics of users who use social media contents and to measure the mediating effect of satisfaction on the relationship between content type and purchase intention. To this end, we classified into three types based on the previous research, and social media content is provided to 200 fans of Minbak Danawa(Minda), one of representative start-ups related to accommodation, The questionnaires were conducted for 3 weeks, and a total of 145 copies were collected. All the collected questionnaires were used for statistical analysis through SPSS 18.0. The empirical results show that all three types of content, such as task-oriented, self-oriented, and interaction-oriented, have a significant effect on the satisfaction level. Among them, it is confirmed that the satisfaction level plays a mediating role on the relationship between task-oriented contents and purchase intention. And the user 's personal characteristics showed a partially moderate effect on the satisfaction according to the content type. Therefore, social media content provided by corporations has an important effect on consumer satisfaction and purchasing, in order for start-up to prevail in the market, it is necessary to have an operational strategy to communicate with customers continuously through systematic contents analysis and planning. The result of this study suggests effective ways to build a social media marketing strategy for start-ups and suggests ways to utilize contents considering the characteristics of internet users.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2012.10a
• /
• pp.715-717
• /
• 2012

최근 SNS나 소셜미디어등 온라인을 통해 고객들의 서비스에 대한 정성적인 평가 및 요구사항이 실시간으로 표현되고 있으므로 병원, 은행,회사 등 각 기업에서는 서비스에 대한 부정적인 여론이 확산되기 전에 능동적으로 대응할 수 있는 시스템의 필요성이 요구되고 있다. 기존의 정형화된 설문을 통한 고객 니즈 분석으로는 다양한 온라인 플렛품 상의 소비자 경험, 의견 및 감성을 분석하기가 어렵다. 따라서, 다양한 온라인 플렛폼의 등장 소비자 Life-Style의 변화 등으로 기업이 시장과 고객들의 행동패턴을 파악 및 예측하여 분석, 관리하고 대응할 수 있는 시스템이 필요하다. 본 연구에서는 기업의 마케팅, 홍보, 기획 등 B2C 서비스 기업 활동에 효율적으로 활용할 수 있는 고객 평판분석 관리 시스템을 제안한다. 특히, 제안한 시스템의 효율성 검증을 위해 실제 테스트베드 프로토타입을 개발한다.

• The Bulletin of The Korean Astronomical Society
• /
• v.39 no.1
• /
• pp.89.2-89.2
• /
• 2014

정기적으로 발행되는 우주라이크 [WouldYouLike]의 간행물 홍보를 위해 가장 많은 사용자를 가진 소셜네트워크 서비스 (SNS) 페이스북을 이용한 천문우주학 대중화 활동에 대해 소개한다. 2012년 7월부터 페이스북 페이지를 운영하기 시작한 이후 현재까지 1만 2천여명의 팬을 가지게 되었고, 그곳에 올려지는 우주라이크의 게시글들은 평균적으로 약 4천명의 사람들에게 전달된다. 다양한 종류의 글, 그림, 사진 그리고 동영상등을 업로드하고 페이스북 사용자들의 반응을 살펴본결과 크게 세가지의 수요층이 존재하는 것을 알 수 있었다. 이번 발표를 통해 우주라이크 페이스북 페이지에서 지금까지 다루어졌던 컨텐츠들인 '이번주 천문학', '네모난 천문학' 그리고 '아름다운 천체사진 및 글귀' 등을 소개 및 분석하고 각각의 컨텐츠들이 가지고 있는 장단점에 대해서 논의한 후 SNS를 통한 천문우주학 대중화의 효과적인 개선책을 찾고자 한다.

• Proceedings of the Korean Society of Computer Information Conference
• /
• 2012.07a
• /
• pp.101-104
• /
• 2012

최근 소설 네트워크 서비스(Social Netwrok Services)를 활용한 소설 태깅 서비스에 대한 연구가 활발하게 진행 중이다. 특히 태그 기술을 이용한 협력적 태깅 시스템(collaborative tagging system)은 북마크, 문서, 사진, 동영상과 같은 웹 자원을 조직화하고 공유할 수 있는 수단으로 제공하고 있다. 그러나 광고 홍보 목적을 가진 스패머들은 콘텐츠와 관련 없는 태그를 달아 놓아 검색 키워드와 무관한 결과 값이 검색되어 웹 검색 서비스를 이용하는 사용자들에게 불편을 주고 있다. 따라서 본 연구에서는 콘텐츠와 태그의 연관성을 높이기 위해 태그에 일반 사용자가 유사도를 입력할 수 있는 추천 시스템을 적용하여 순위 조작 방지방법을 제안하였다.

• Proceedings of the Korean Society of Computer Information Conference
• /
• 2012.07a
• /
• pp.241-242
• /
• 2012

본 논문에서는 자영업자들이 매출액을 향상을 위해 스마트 폰 또는 패드에서 사용할 수 있는 모바일 매장관리시스템을 설계하고 구현한다. 모바일 매장관리시스템은 웹서버와 매장관리 앱으로 구성된다. 웹 사이트에서는 매장관리 앱과 연동하여 제품 입고 및 출고 관리, 재고관리, 고객관리 데이터를 데이터베이스에 저장할 수 있도록 구현한다. 또한 페이스북과 트위터를 통하여 고객들에게 제품을 홍보할 수 있는 SNS 모듈을 구현한다. 매장관리 앱은 안드로이드 플랫폼 기반으로 매장관리시스템을 실시간으로 원격 관리하는 기능을 구현한다.

• International Commerce and Information Review
• /
• v.15 no.4
• /
• pp.437-454
• /
• 2013

The information exchange becomes active in the online due to the rapid development of the Internet over the various fields. It is the tendency that it acquires not only information related to the on-line related to the off line depended on the traditional oral tradition but also information in the on-line. It is the competitive environment of the hospital more competitive over the time. The felt feeling for the hospital to the consumer plays the important role as to the assessment of hospital and choice. It is very the critical matter whether it approaches the consumer to any kind of way through the on-line information transfer, and the inappropriate feeling can be caused. That is, it can install whether any kind of point about one will be embossed through the e-business marketing, and the evaluation or useful feeling for choice can be caused in the hospital to the medical consumer in being the critical matter. This research compared and analyze the results expected with the Samsung Seoul Hospital, which was most active and uses the e-business marketing among the major hospital put through in the utilization by marketing view as the domestic Big 5 Severance hospital, and feature of SNS channels of Sungmo Hospital through the case analysis. How it tried to present each channels the individual, or, the strategic frame about the unificational it utilized and can maximize the marketing result and implication according to the marketing activity purpose and direction.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.3
• /
• pp.245-251
• /
• 2022

This study attempted to examine the effect of virtual influencer, which is highly interested in consumers, and has recently been increasing the frequency of use in corporate marketing activities. In particular, the purpose is to examine the effect of the attributes of virtual influencer on consumers as an information source for a product or brand. To this end, the effect of perceived attractiveness, trustworthiness, and expertise of virtual influencer on SNS usage intention and imitation intention consumers was examined. As a result of the study, it was found that attractiveness among the attributes of virtual influencer had a positive effect on the usage intention, and attractiveness and trustworthiness had a positive effect on imitation intention. In addition, it was found that imitation intention had a positive effect on usage intention. In other words, the perceived attractiveness of virtual influencer by consumers through SNS is the most important attribute. These findings imply that when virtual influencer is used in marketing, companies must perceive the attractiveness of virtual influencer through content posted on SNS as well as their attributes as information sources. We expect the results of this study to provide major implications for marketing activities such as companies and public institutions that consider using virtual influencer.