• Knowledge Management Research
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• v.23 no.3
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• pp.285-311
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• 2022

In this study, based on the S-O-R framework, how individual's stimuli (i.e., video characteristics, YouTuber characteristics, real-time broadcasting characteristics of YouTube channel) form organisms (i.e., perceived usefulness, perceived pleasure, social presence), leading to viewers' responses (i.e., continuous watching intention, paid sponsorship intention) on real-time YouTube channels. For this purpose, a research model and hypotheses were constructed, and 369 questionnaire data collected from users of real-time broadcasting channel services on the YouTube platform were analyzed. Result findings confirmed that some video/YouTuber/real-time broadcasting characteristics significantly affect viewers' perceived usefulness/perceived pleasure/social presence, and further influence continuous watching/paid sponsorship intentions. Theoretical and practical implications of the findings are discussed in conclusion.

• Fashion & Textile Research Journal
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• v.9 no.2
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• pp.221-228
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• 2007

The purpose of this study was to investigate PPL(product placement) effect of apparel sponsorship in TV drama to adolescent female students. PPL effect was investigated in terms of brand recall, brand attitude, and purchase intention. The data were collected using a self-administered and structured questionnaire. Respondents were consisted of 270 middle school girls and 260 high school girls in Pusan. Cronbach's alpha, T-Test, frequency, and ANOVA test were used to conduct the data analysis on 524 out of 530 questionnaires. The result showed no difference in PPL effect between middle school students and high school students. Students shopping with friends or relatives showed higher brand attitude or purchase intention than ones shopping alone. The students watching 1-2 hours showed significantly higher brand recall, cognitive brand attitude, emotional brand attitude and purchase intention than other students watching TV drama longer. Implications for results and marketing strategies for PPL targeting adolescent students were discussed.

• Journal of the Korean Applied Science and Technology
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• v.36 no.3
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• pp.830-839
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• 2019

The purpose of this study is to analyze the effect of sport sponsorship on the advertising effectiveness by distinguishing products of high sponsorship products from low sponsorship products. For this study, 450 samples who directly spectated their game were selected using convenience sampling method, finally 426 data were used except data which didn't respond or trustlessly responded. Data was collected through questionnaires. Data was analyzed through PASW 19.0 version frequency analysis, reliability analysis, factor analysis, independent sample t-test analysis, one-way ANOVA analysis paired sample t-test analysis was performed. All tests were performed using a .05 significance level. The results are as follows. First, This is the Result of T-test between brand effectiveness and gender. There is a non difference between male and female. Second, The results showed that there was statistically significant difference between the low perception perceived quality and low perceived sponsor familiarity according to current level of Education. Thirdly, This is the Result of T-test between low involvement perceptual quality, low sponsor friendly image and high involvement perceptual quality, high sponsor friendly image. There is a difference.

• Proceedings of the Korea Contents Association Conference
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• 2011.05a
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• pp.241-242
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• 2011

본 기업의 스폰서십 참여가 기업과 스폰서십의 어울림, 구매의도 및 구매태도에 미치는 영향을 규명하기 위해 수행되었다. 연구 대상은 대전광역시에 위치한 P대학교의 재학생이며 목적표집법에 의해 표집하고, 실험 전 후에 설문지를 작성하게 하여 자료를 수집하였으며, 총 100명의 자료를 분석에 이용하였다. 자료처리는 SPSS 18.0과 AMOS 7을 이용하였고, 분석방법은 빈도분석, 기술분석, 신뢰도분석, 상관분석, 확인적요인분석, 회귀분석, 구조방정식 모형분석 등을 실시하였다. 연구결과 기업의 스폰서십 참여는 기업과 스폰서십에 대한 어울림이 높아지는 것으로 나타났다. 또한 구매의도와 구매태도 역시 높아지는 것으로 나타났다.

• Journal of Contemporary Eastern Asia
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• v.15 no.2
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• pp.191-210
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• 2016

While general belief is that the military alliances are stable and rigid, the authors argue that the states are far more flexible in their behavior and often act against their alliances. This paper looks at states' behavior in the UN GA and looks how it is reflected in participation in military alliances during three periods of history since 1976 to this day. The authors illustrate the need to consider the network representation of co-sponsoring groups in General Assembly votes. They find significant support for their argument, indicating that social aspects can be extended beyond alliances. An application of social network analysis shows some unexpected affiliations in UN GA. If the UN GA is the "true" nature of these countries' alliance strategies, then it might suggest some significant defections and interesting association.

• The Journal of Information Systems
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• v.32 no.4
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• pp.29-50
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• 2023

Purpose The impact of online reviews is widely acknowledged, with extensive research focused on text-based reviews. However, there's a lack of research regarding reviews in video format. To address this gap, this study aims to explore the connection between company-sponsored product review videos and the extent of directive speech within them. This article analyzed viewer sentiments expressed in video comments based on the level of directive speech used by the presenter. Design/methodology/approach This study involved analyzing speech acts in review videos based on sponsorship and examining consumer reactions through sentiment analysis of comments. We used Speech Act theory to perform the analysis. Findings YouTubers who receive company sponsorship for review videos tend to employ more directive speech. Furthermore, this increased use of directive speech is associated with a higher occurrence of negative consumer comments. This study's outcomes are valuable for the realm of user-generated content and natural language processing, offering practical insights for YouTube marketing strategies.

• Proceedings of the Korea Database Society Conference
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• 2001.06a
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• pp.235-248
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• 2001

o Global Support Centers o 50 Worldwide Field Service Offices o Executive Sponsorship o Quarterly Customer Satisfaction Reviews o Compensation Plans Based on Customer Satisfaction (omitted)

• Journal of Digital Convergence
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• v.11 no.5
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• pp.411-422
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• 2013

The purpose of this study is to analyze the impact of food corporations'sponsorship activities on Brand Images and Purchase Intension in professional sport industry in Korea. To accomplish the purpose, SPSS 18.0 Ver., had been conducted with 263 actual returned questionnaires. After the relevant literature reviews and analysis statistic data, three outcomes were deducted, those are, first, sponsorship factors for food corporations in professional sport industry significantly influenced on brand image. Second, Sponsorship factors for food corporations in professional sport industry significantly influenced on the purchase intension. Third, brand image of food corporation in professional sport industry significantly influenced on purchase intention. With this study, undiscovered several marketing strategies of food corporations with professional sport of Korea for their future marketing strategies could be discussed and proposed.

• International Journal of Computer Science & Network Security
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• v.22 no.3
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• pp.113-128
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• 2022

This research emphasizes on the role of congruence between the sponsor and the sponsored unit that effect sponsor's brand image, attitudes towards it and the memorization of the sponsor's name. The contribution of this research is highlighted especially during the sponsorship of national football team during the 2018 football World Cup. Because of the increasing cost of sponsorship, it has become essential for sponsors to understand how the direct and indirect audience responds to their congruence with the sponsored sports team; and which of the two types of audiences is more and more receptive to their actions. Specifically researchers were not conscious about the level of congruence that optimizes the effects on the sponsor. Therefore, this research aims to characterize the congruence between the marks of the sponsors and the football team through a survey administered face to face. Then, we test the global model to determine if the sponsorship operation has more impact on the sponsor in case of high, low or average congruence? To respond to our research questions we selected two samples from customers that were exposed to the sponsoring actions two ascertain the exploratory and confirmatory steps. The first sample consists of 200 interviewees and the second 400 are considered as an acceptable representation guarantee for our research. In addition, we propose to validate the research model and test the inherent hypotheses that analysis the relationship between the chosen constructs.

• International Area Studies Review
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• v.13 no.3
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• pp.613-636
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• 2009

This paper examines the performance of assessing sponsors and non-sponsors recall and recognition at the 2008 Beijing Olympic Games perceived by Korean and Chinese university students. Using a sample of 1,573 respondents, a survey was administered in Seoul and Beijing before and after Games to compare the recall and recognition that changed between two periods. The findings reveal that the effectiveness of the 2008 Beijing Olympic sponsorship has was lower than we expected. Results were founded that while Samsung(mobile), Coca-cola, McDonald's, and Visa achieved the desired sponsorship marketing effectiveness in Korea. On the other hand, non-sponsors of Nike, Dell, AIG, Samsung(computer) and Hyundai led to obtain the benefit and resulted in increasing consumer confusion as to who is a sponsor. In China, Samsung, Coca-cola, Lenovo, Volkswagen, Visa, and PICC achieved the desired sponsorship marketing effectiveness. On the other hand, Lining, Nokia, KFC, China Merchants Bank had some impact on the effectiveness of a rival brand from an official sponsor's product category. The paper concludes by considering some issues for sponsorship marketers.