• Asia pacific journal of information systems
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• v.19 no.4
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• pp.125-148
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• 2009

UGC(User Generated Contents) is emerging as the center of e-business in the web 2.0 era. The trend reflects changing roles of users in production and consumption of contents on websites and helps us to understand new strategies of websites such as web portals and social network websites. Nowadays, we consume contents created by other non-professional users for both utilitarian (e.g., knowledge) and hedonic values (e.g., fun). Also, contents produced by ourselves (e.g., photo, video) are posted on websites so that our friends, family, and even the public can consume those contents. This means that non-professionals, who used to be passive audience in the past, are now creating contents and share their UGCs with others in the Web. Accessible media, tools, and applications have also reduced difficulty and complexity in the process of creating contents. Realizing that users create plenty of materials which are very interesting to other people, media companies (i.e., web portals and social networking websites) are adjusting their strategies and business models accordingly. Increased demand of UGC may lead to website visits which are the source of benefits from advertising. Therefore, they put more efforts into making their websites open platforms where UGCs can be created and shared among users without technical and methodological difficulties. Many websites have increasingly adopted new technologies such as RSS and openAPI. Some have even changed the structure of web pages so that UGC can be seen several times to more visitors. This mainstream of UGCs on websites indicates that acquiring more UGCs and supporting participating users have become important things to media companies. Although those companies need to understand why general users have shown increasing interest in creating and posting contents and what is important to them in the process of productions, few research results exist in this area to address these issues. Also, behavioral process in creating video UGCs has not been explored enough for the public to fully understand it. With a solid theoretical background (i.e., theory of implementation intentions), parts of our proposed research model mirror the process of user behaviors in creating video contents, which consist of intention to upload, intention to edit, edit, and upload. In addition, in order to explain how those behavioral intentions are developed, we investigated influences of antecedents from three motivational perspectives (i.e., intrinsic, editing software-oriented, and website's network effect-oriented). First, from the intrinsic motivation perspective, we studied the roles of self-expression, enjoyment, and social attention in forming intention to edit with preferred editing software or in forming intention to upload video contents to preferred websites. Second, we explored the roles of editing software for non-professionals to edit video contents, in terms of how it makes production process easier and how it is useful in the process. Finally, from the website characteristic-oriented perspective, we investigated the role of a website's network externality as an antecedent of users' intention to upload to preferred websites. The rationale is that posting UGCs on websites are basically social-oriented behaviors; thus, users prefer a website with the high level of network externality for contents uploading. This study adopted a longitudinal research design; we emailed recipients twice with different questionnaires. Guided by invitation email including a link to web survey page, respondents answered most of questions except edit and upload at the first survey. They were asked to provide information about UGC editing software they mainly used and preferred website to upload edited contents, and then asked to answer related questions. For example, before answering questions regarding network externality, they individually had to declare the name of the website to which they would be willing to upload. At the end of the first survey, we asked if they agreed to participate in the corresponding survey in a month. During twenty days, 333 complete responses were gathered in the first survey. One month later, we emailed those recipients to ask for participation in the second survey. 185 of the 333 recipients (about 56 percentages) answered in the second survey. Personalized questionnaires were provided for them to remind the names of editing software and website that they reported in the first survey. They answered the degree of editing with the software and the degree of uploading video contents to the website for the past one month. To all recipients of the two surveys, exchange tickets for books (about 5,000~10,000 Korean Won) were provided according to the frequency of participations. PLS analysis shows that user behaviors in creating video contents are well explained by the theory of implementation intentions. In fact, intention to upload significantly influences intention to edit in the process of accomplishing the goal behavior, upload. These relationships show the behavioral process that has been unclear in users' creating video contents for uploading and also highlight important roles of editing in the process. Regarding the intrinsic motivations, the results illustrated that users are likely to edit their own video contents in order to express their own intrinsic traits such as thoughts and feelings. Also, their intention to upload contents in preferred website is formed because they want to attract much attention from others through contents reflecting themselves. This result well corresponds to the roles of the website characteristic, namely, network externality. Based on the PLS results, the network effect of a website has significant influence on users' intention to upload to the preferred website. This indicates that users with social attention motivations are likely to upload their video UGCs to a website whose network size is big enough to realize their motivations easily. Finally, regarding editing software characteristic-oriented motivations, making exclusively-provided editing software more user-friendly (i.e., easy of use, usefulness) plays an important role in leading to users' intention to edit. Our research contributes to both academic scholars and professionals. For researchers, our results show that the theory of implementation intentions is well applied to the video UGC context and very useful to explain the relationship between implementation intentions and goal behaviors. With the theory, this study theoretically and empirically confirmed that editing is a different and important behavior from uploading behavior, and we tested the behavioral process of ordinary users in creating video UGCs, focusing on significant motivational factors in each step. In addition, parts of our research model are also rooted in the solid theoretical background such as the technology acceptance model and the theory of network externality to explain the effects of UGC-related motivations. For practitioners, our results suggest that media companies need to restructure their websites so that users' needs for social interaction through UGC (e.g., self-expression, social attention) are well met. Also, we emphasize strategic importance of the network size of websites in leading non-professionals to upload video contents to the websites. Those websites need to find a way to utilize the network effects for acquiring more UGCs. Finally, we suggest that some ways to improve editing software be considered as a way to increase edit behavior which is a very important process leading to UGC uploading.

• Journal of Fashion Business
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• v.15 no.5
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• Korean journal of communication and information
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• v.74
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• pp.109-135
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• 2015

This study investigated the news report tendency and frame by three major Korean television networks(KBS, MBC, and SBS) in their news reports on issues involving their own interests and considering in social level. The three issues chosen for this study are 'advertising regulations for total amount', 'the reallocation of 700MHz spectrum' and 'raising TV license fee'(this issue applicable only to KBS). By using content analysis method, this study identified extremely weighted tendency toward themselves by the network television channels. They have used highly biased tone and sources to reinforce their private interests in news reports about the three controversial issues. In terms of story content, the news reports have used attribution of responsibility frame dominantly in 'advertising regulations for total amount' issue, whereas the moral frame was dominant in the other two issues.

• Information Systems Review
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• v.15 no.3
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• pp.1-37
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• 2013

This study is conducted to explore the possibility of service convergence to promote mobile learning. This study has attempted to identify how mobile learning service is provided, which services among them are considered most popular, and which services are highly demanded by users. This study has also investigated the potential opportunities for service convergence of mobile service and e-learning. This research is then extended to examine the possibility of active convergence of common services in mobile services and e-learning. Important variables have been identified from related web pages of portal sites using social network analysis (SNA) and association rules. Due to the differences in number and type of variables on different web pages, SNA was used to deal with the difficulties of identifying the degree of complex connection. Association analysis has been used to identify association rules among variables. The study has revealed that most frequent services among common services of mobile services and e-learning were Games and SNS followed by Payment, Advertising, Mail, Event, Animation, Cloud, e-Book, Augmented Reality and Jobs. This study has also found that Search, News, GPS in mobile services were turned out to be very highly demanded while Simulation, Culture, Public Education were highly demanded in e-learning. In addition, It has been found that variables involving with high service convergence based on common variables of mobile and e-learning services were Games and SNS, Games and Sports, SNS and Advertising, Games and Event, SNS and e-Book, Games and Community in mobile services while Games, Animation, Counseling, e-Book, being preceding services Simulation, Speaking, Public Education, Attendance Management were turned out be highly convergent in e-learning services. Finally, this study has attempted to predict possibility of active service convergence focusing on Games, SNS, e-Book which were highly demanded common services in mobile and e-learning services. It is expected that this study can be used to suggest a strategic direction to promote mobile learning by converging mobile services and e-learning.

• The Korean Journal of Franchise Management
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• v.11 no.2
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• pp.23-39
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• 2020

Purpose: Social Network Sites(SNS) have been grown up as a public communication channel consumer frequently participate in. Most of food service brands are utilizing social media for advertising recently. As a result of SNS marketing, food service brands anticipate positive outputs from SNS engagement and consumer brand engagement so that we need to verify structural relationship among SNS characteristics, SNS engagement and consumer brand engagement. Research design, data, and methodology: This study identifies that SNS characteristics have effects on SNS engagement and examines relationship between SNS engagement and behavioral engagement. We conceptualize SNS characteristics as information quality, hedonic level and interaction. Furthermore, SNS engagement is composed of SNS participation, positive word of mouth(WOM). In order to verify the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Sample data were collected from 433 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The findings of this research are as follows. First, information quality is positively related with SNS participation. Hedonic level and interaction have impacts on SNS participation and positive WOM respectively. Second, SNS participation has positive effects on positive WOM. Third, both SNS participation and WOM influence behavioral engagement respectively. Conclusions: The implications demonstrate that SNS characteristics such as information quality and hedonic level and interaction exert effects for consumer to participate in SNS brand page. Meanwhile, hedonic level and interaction influence on positive WOM but information quality doesn't. SNS participation and positive WOM affect consumer to engage in specific brand behaviorally as well. Therefore, food service brand marketer is required to manage SNS information quality and hedonic level and interaction among members to encourage SNS participation and positive WOM. As SNS participation and positive WOM increases behavioral engagement of consumer, marketer needs to incentivize SNS participation and look after situation of positive WOM and respond swiftly.

• The Journal of the Convergence on Culture Technology
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• v.8 no.5
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• pp.459-468
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• 2022

This study searched and analyzed news and information on the Korea-U.S. Summit to explore which political agenda is spreading among Korean newspapers and social media. The result of the analysis revealed that, on the one hand, the conservative-leaning newspaper, Chosunilbo, covered the unresolved issue between two countries. The principal source of news was the opposition party. On the other hand, the progressive-leaning newspaper, Kyunghany Sinmun, highlighted President Moon's visit to the United States and described the visit to the United States as an achievement. In this paper, the principal source of news is the ruling party. Both conservative and the progressive newspapers did not present a negative view of the United States. In the case of Chosunilbo, it mentioned that foreign policy priority of President Biden is human rights in North Korea. If the two countries do not solve this issue, the relationship between Korea and the United States will not develop further. Second, I searched YouTube videos about the Korea-U.S. summit and conducted a network analysis to understand the influence of YouTube videos and explore their relationship the each other. The results of the analysis revealed that the 10 most influential videos portrayed the Moon government positively. These videos held the achievement of the visit to the United States in highly esteem and framed it positively, similarly to the progressive newspaper.

• Journal of Broadcast Engineering
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• v.22 no.4
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• pp.438-447
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• 2017

The purpose of this study is to understand the recognition of gambling industry through the semantic analysis of news data on lottery, sports betting, horse racing and casino that was reported between 1990 to 2015 in South Korea. This paper revealed the difference between journalists' intention and public's perception about news by analyzing the frequency and connectivity of news with framing and public's interest through semantic network analysis and explored the policy characteristics and innovation task. The result of analysis, news on lottery game mainly has been reported social issue related with win such as 'winning number', 'prize money', 'suspicion of manipulation' and etc. News on sports betting has been reported mandatory information related with business project and illegal site such as 'bidding', 'illegal site', 'sales target' and etc. News about horse racing has been reported the information about the business advertisement such as 'online race track' and 'promotion'. Lastly, casino related news has been reported 'major information' such as illegality', 'gambling place' and 'foreigner'. As a result of times series analysis, news about casino in the 1990s, news about lottery in the 2000s and news about horse racing in 2010s have been increased. Public's interest also has been moved to 'business scandal', 'winning game', 'citizens' campaign' and etc. Gambling related news has been classified by four types, 1. advertising publicity(horse racing), 2. mandatory information(sports betting), 3. social issue(public agenda, lottery), 4. major information(casino). We could get the insight that news can be formed a public agenda, when news is reported as a social issue with high frequency and public's interest like lottery related news.

• 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.13 no.7
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• pp.1-8
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• 2013

As yet the use of 3D projection mapping facade has been limited to advertising and performance in the outside. And interactive elements are lacking. In this paper, propose a interaction system which control of projection mapping facade for multi-audience participation using smart devices. The system can be interaction for the multi-façade. And single or multiple can participate in the game. A user test based on the result confirmed an effectiveness of the proposed method. This research showed a practical method in which interaction of projection facade system can be used to user devices. The results of this study can be used as a base module for projection facade interaction system. In addition, It can be utilized for converged content development such as performances, games, education and various applications services.

• Journal of Fashion Business
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• v.15 no.6
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• pp.1-22
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• 2011

This paper is a study on the information required for developing Korean clothing products intended for Chinese students in Korea and for opening markets of Korean clothing and brands in China. It analyses the buying behaviors, purchasing ability, the favourite apparel type for clothing, and satisfaction with Korean clothing and brands of Chinese students in Korea, with which it seeks a program for South Korea branding to enter into the Chinese clothing market. Three hundred fifty seven students of Hannam University and PaiChai University Chung nam National University in Daejeon-city took part in this study. This paper adopts Descriptive Analysis, Crossing Analysis, Bivariate Correlations, and One-way ANOVA in SPSS 17.0 with Post Hoc Multiple Comparisons to know about the impact of demographic variables of Chinese students in Korea on buying information sources, the criteria for store selection, buying capacity, praise degree on various properties of Korean clothes products and their satisfaction with Korean clothes products. The first proposal of expanding China market for Korean merchants is to achieve maximum sales based on sales promotion strategies, such as the credit card corporations, the store display and sales person service development, SPA, design size development, and to upgrade consumption values. The second proposal is Korean clothes corporations should open the Internet shopping corresponding to the physical stores, the most frequently used information source of Chinese students is the network, from the age distribution of Internet users in 2008 in China, population above 10 and below 30 accounts for 66.7% of all users, In recommending clothes made in Korea to Chinese young people, on-line advertising will get better effects than other strategies, specially during advertisement, they should take good use of Korean television shows and variety shows or help Chinese poor areas to do the social contribution hereby to improve the public image of Korean clothes corporations, which can bring good sale promotion effects as well.