• Journal of Digital Convergence
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• v.10 no.8
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• pp.119-133
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• 2012

Recent rise of social media channel is changing social and economic paradigm and is being used as an effective communication in marketing. The following research analyzes the most employed social marketing tools such as portal advertisement, blogs, and SNS channels to effectively execute social media marketing from performance indicator and ICSI perspective, analyzes each channel's characteristics and results based on Korea distribution companies' case studies and suggests a framework to effectively use each channel. Portal site advertisements are the most effective channel to draw customers with new information and are thus linked to profit by corporations with excessive budget and workforce. Blogs target a specific range of customers providing quality information and knowledge thus improving a corporation's and its product's trustworthiness, spread the word by allowing customers to scrap the information, form social groups and synthesize ideas, events, new contents and social involvement with loyal customers. SNS channels allow customers to get involved in real time information and events, grow through network by the power of customers, react immediately to customers' needs, and execute real-time market and customer reports. Though national corporations currently rely heavily on portal site advertisements, insightful marketing professionals are showing financial results with blog and SNS. In the future, based on a precise understanding of each channel's benefits and expected results, and with a focus on flexibility, timeliness and integrated use of each channel, a portfolio of dynamic marketing as a maximizing strategy could be synthesized.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.30-46
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• 2020

New media is rapidly changing with the recent development of the technology of transmitting, producing, editing, and sharing video information. This study investigates the effects of one person media broadcasting use motivation and social viewing on consumer attitudes toward brand, brand engagement, and purchase intention. It was fond that motives such as differentiation, social interaction with other viewers, mutual interaction with BJ, information-seeking, and new fun-seeking positively affected brand attitudes. Also, the same motives except fun-seeking positively affected brand engagement. Only mutual interaction with BJ and information-seeking were found to be positively related to purchase intention. Meanwhile, para-social relationships, social presence, and subjective norm positively influenced on brand attitudes and purchase intention each. Also, para-social relationships and social presence were positively related to brand engagement. Theoretical and practical implications, and suggestions for future studies are discussed in detail.

• Korean journal of communication and information
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• v.58
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• pp.7-30
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• 2012

The advent of Social Journalism coincided with the rise of social media to create and deliver news information; as a type of civic journalism, social journalism may be characterized as a new form of information gathering and news reporting which is fed by citizens creating news information through their use social networking services (SNSs). The current study analyzed a Facebook page called, to determine how this page was utilized during the onset of the citizen movement for the Egyptian democratic revolution to produce news, to facilitate interaction among the public and to deliver the news under the form of networked journalism. Each post uploaded onto the Facebook page from January 27 till February 2, 2011 was coded in its category, content and the contextual frame of the news. The results of the study showed that during the first week, straight news rather than those with opinions was produced most frequently. The research findings of the current study suggest that in a society of political turmoil, such as in Egypt and other Arabic countries, when the institutionalized media are controlled severely by the government or other forces, SNSs can perform journalistic media roles which create and distribute news information representing facts and reality, and simultaneously facilitate the public's interactions on social and political issues.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2018.05a
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• pp.513-514
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• 2018

In this paper, we discuss the smart media tendency which is the hot issue of recently important Information Communication Technology(CIT). Also we discuss the important application fields, SNS(Social Network Service) of the smart media.

• The Journal of Korean Academic Society of Nursing Education
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• v.19 no.3
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• pp.384-395
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• 2013

Purpose: This study aimed to investigate the nurse's image and role projected in media and perceived by elementary, middle and high school students. Methods: Data were collected from 544 students in J city, Korea during December 2010 to February 2011. The nurse's image was measured by the instrument developed by Yang (1998). Nursing experiences and nurse's role in media was measured by self-administered questionnaires with 8 questions. Statistical analysis was made with t-test and ANOVA using SPSS win 18.0. Result: The score on personal image was the highest, while the score on social image was the lowest. Elementary school students reported a positive image compared with middle and high school students. Male students had a more positive image than female students. Of various media, students had more experiences related to nurses from TV rather than internet sites, books and newspaper/magazines. Especially, the nurse's role on TV 'seemed to be an assistant of a doctor' was rated the highest by the students. Conclusion: It is necessary to develop a strategy to improve the social image of the nurse through TV by providing correct information on the nurse's role. For this purpose, it is required to consistently monitor and analyze the nurse's role shown in media.

• Journal of Information Technology Services
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• v.19 no.6
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• pp.31-53
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• 2020

The traditional media ecosystem is facing major changes with the expansion of over-the-top (OTT) services. While the percentage of people cutting the cord has already exceeded the percentage of people subscribing to pay TV services in the United States, due to the unique characteristics of the Korean market, it is uncertain whether the cord-cutting trend will have an impact on the Korean media industry despite of the advantages of OTT services. Accordingly, this study has directly determined the beneficial and sacrificial factors of switching to OTT services, as well as the personal and external influences behind the Korean OTT service users' intention to switch. To achieve this, the Value-based Adoption Model (VAM) was used to measure the benefits of OTT services with regards to their content and systems, as well as measure the financial and procedural switching costs of cord-cutting; further, personal innovativeness and consumers' social image were added as external variables. The results of this study showed that consumers take the content and system quality of OTT services and procedural switching costs and into consideration, and that their intention to switch was based on social image. These results could serve as data for consumer analysis regarding the expansion of OTT services into the Korean media industry, and also provide the strategic basis for preparing for sudden changes that may occur in the media ecosystem due to cord-cutting.

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.4
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• pp.64-79
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• 2022

The concept of Virtual Character has been developed for a long time with people's demand for cultural and entertainment products such as games, animations, and movies. In recent years, with the rapid development of concepts and industries such as social media, self-media, web3.0, artificial intelligence, virtual reality, and Metaverse, Virtual Character has also expanded new derivative concepts such as Virtual Idol, Virtual YouTuber, and Virtual Digital Human. With the development of technology, people's life is gradually moving towards digitalization and virtualization. At the same time, under the global environment of the new crown epidemic, human social activities are rapidly developing in the direction of network society and online society. From the perspective of digital media content, this paper studies the production technology of Virtual Character related products in the Chinese market, and analyzes the future development direction and possibility of the Virtual Character industry in combination with new media development directions and technical production methods. Consider and provide reference for the development of combined applications of digital media content industry, Virtual Character and Metaverse industry.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.462-473
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• 2017

This study suggested appropriate media educational model for the Korean situation based on the two previous research results concerning Korean media mental model which have abstracted from elementary schoolers and parents respectively living in and around Seoul. This looked through typical media educational model being in effect in Western countries such as Buckingham's creation-centered model, Hobbs' action-centered model, Potter's analysis-centered model and Vanhoozer's worldview-centered model, synthesized all the strengths of each model, and finally modified and reorganized this new model to reflect demanders' needs. Newly developed demander-centered educational model is a kind of circulation model consisting of a chain of the steps: worldview and viewpoints, use(access), analysis and evaluation, reflection, and social act; Each step borrowed the essential contents of each domain of objectives and tried to reflect the specific situations for Korean demanders. The needs for media use etiquette against addiction and cyberbullying were applied to the step of 'worldview and viewpoint', the needs for the educational status of books as media to 'use(access)', and the reality of highly used digital media to 'social act.'

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.1
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• pp.147-159
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• 2021

After the 2020 Corona 19 pandemic, consumers' online consumption is increasing rapidly, and non-store online retail channels are showing high growth. In particular, social media is gaining its status as a social media market where direct transactions take place in the means of promoting companies' brands and products. In this study, changes in consumer behavior after the Corona 19 pandemic are different in choosing online shopping media such as existing online shopping malls and SNS markets that can be classified into open social media and closed social media when purchasing agri-food online. We tried to find out what type of product is preferred in the selection of agri-food products. For this study, demographic characteristics of consumers, perceived risk of consumers, and dietary lifestyle were set as independent variables to investigate the effect on online shopping media type and product selection. The summary of the empirical analysis results is as follows. When consumers purchase agri-food online, there are significant differences in demographic characteristics, consumer perception risks, and detailed factors of dietary lifestyle in selecting shopping channels such as online shopping malls, open social media, and closed social media. Appeared to be. The consumers who choose the open SNS market are higher in men than in women, with lower household income, and higher in consumers seeking health and taste. Consumers who choose the closed SNS market were analyzed as consumers who live in rural areas and have a high degree of risk perception for delivery. Consumers who choose existing online shopping malls have high educational background, high personal income, and high consumers seeking taste and economy. Through this study, we tried to provide practical assistance by providing a basis for judgment to farmers who have difficulty in selecting an online shopping medium suitable for their product characteristics. As a shopping channel for agri-food, social media is not a simple promotional channel, but a direct transaction. It can be differentiated from existing studies in that it is approached as a market that arises.

• Electronics and Telecommunications Trends
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• v.35 no.1
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• pp.1-11
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• 2020

The Korean domestic media environment is seeing a rapid and dynamic change. Consumer media behavior is shifting from TV to smartphones, and from traditional media, such as terrestrial TV and cable, to intelligent Internet-based media, such as OTT channels and social media. This affects the profit structure of each media company and the competition among them, furthermore, the competitiveness of media services. In this regard, we propose a domestic UHD activation plan after evaluating the competitiveness of each media based on the analysis of the changes in the domestic media environment and the status of UHD services.