• Journal of Distribution Science
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• v.14 no.4
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• pp.47-53
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• 2016

Purpose - The objective of this study is to investigate the dynamic relationships among Advertising Cost (AD), Newly Registered Users(NRU), and Buying Users(BU) of Social Network Game(SNG). SNG is getting pervasive mainly due to the rapid growth of mobile game and Social Network Service(SNS). It would be helpful for marketing researchers interested in SNG and related practitioners to understand the changes in AD, NRU, and BU with time as well as the effects on one another in mutual and dynamic way. Research Design, Data, and Methodology - Necessary data were collected from Social Network Game(SNG) company. AD, NRU, and BU are endogenous variables, but new event such as launching (event) and holidays(holiday) are exogenous dummy variables. Vector Auto regression (VAR) model is generally used to examine and capture the dynamic relationships among endogenous variables. VAR model can easily capture dynamic and endogenous relationships among time-series variables. Vector Auto regression with Exogenous variables(VARX) is a model in which exogenous variables are added to VAR. To investigate this study, VARX is applied. Result - By estimating the VARX model, the author finds that the past periods' NRU affect negatively and significantly the present AD, and past periods' BU have a positive and significant impact on the increase of AD. In addition, the author shows that the past periods' AD and BU have a positive and significant effect on the increase of NRU, and the past periods' AD affect positively and significantly BU. While the impact of AD on NRU happens after 3 or 4 days (carryover effect), that of AD on BU comes about within just 1 or 2 days (immediate effect). The effect of BU on NRU can be considered as word of mouth (WOM effect). Therefore, SNG companies can obtain not only the growth of revenue but also the increase of NRU by increasing BU. Through those results, the author can also find that there are significant interactions between endogenous variables. Conclusion - This study intends to investigate endogenous and dynamic relationships between AD, NRU, and BU. They also give managerial implications to practitioners for SNS and SNG firms. Through this study, it is found that there exist significant interactions and dynamic relationships between those three endogenous variables. The results of this study can have meaningful implications for practitioners and researchers of SNG. This research is unique in that it deals with "actual" field data and intend to find "actual" relationships among variables unlike other related existing studies which intend to investigate psychological factors affecting the intention of game usage and the intention of purchasing game items. This study is also meaningful by showing that the increase of BU can be a good strategy for "killing birds with one stone" (i.e., revenue growth and NRU increase). Although there are some limitations related with future research topics, this research contributes to the current research on SNG marketing in the above mentioned ways.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.13-24
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• 2014

This study is the first model to apply the concept of media engagement to a political campaign by which the voters' mind toward the supporting political candidates, are read. Thus it provides the theoretical and practical implications to the political campaign, and eventually contributes to the development of democracy. For these objectives, the total of 729 people who have the right to vote were telephone surveyed using the peoplemeter, CATI program in the 18th Presidential Election (12 areas including Seoul) of Dec. 19th 2012, and Re and By-election of April 24th 2013. Research question is to examine how the 5 attributes of the media engagement (interest, immersion, relevance, satisfaction and participation), play a role as the moderating variables in cross-correlation, socio-economic status and media properties. The result shows that of the five properties of media engagement, the relevant factor is the important parameter of mediating variable to the causal relationship. The media usage (TV, SNS, print media), socio-economic status (gender, age, income, marriage and area), involvement and the Presidential Election, and Re and By-election are also effective in the five attributes of media engagement. These results suggest that the a study model can measure the campaign effectiveness. This study will contribute significantly to the development of politics, election, media, advertising, and public relations area as well as to promote interdisciplinary research.

• Spatial Information Research
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• v.22 no.4
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• pp.67-76
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• 2014

Recently, through the development of IT and mobile technology, spatial information plays a role of infrastructure of the people life and the national economy. Many kinds of applications including SNS and social commerce is to leverage the spatial information for their services. In the case of domestic, spatial open platform that can provide national spatial data infrastructure services in a stable manner has been released. And many people have been interested to the open platform services. However, the open platform currently has many difficulties to analyze its service status and load in real time, because it does not hold a real-time monitoring system. Therefore, we propose a method that can analyze the real-time service status of the open platform using the analysis of the web server log information. In particular, we propose the results of the analysis as follows: amount of data transferred, network bandwidth, number of visitors, hit count, contents usage, and connection path. We think the results presented in this study is insufficient to understand the perfect service status of the open platform. However, it is expected to be utilized as the basic data for understanding of the service status and for system expansion of the open platform, every year.

• The Journal of Society for e-Business Studies
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• v.18 no.1
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• pp.191-211
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• 2013

The deployment of social network service(SNS) makes the social network game(SNG) as the new value added service of SNS be popular. But, a few study had identified the reason of this popularity and the elements of SNG. Based on the social presence theory and media richness theory, we had tried to identify three community artifacts (i.e. persistent labeling, self presentation and deep profiling) and two media characteristics(i.e. vividness and interactivity) as the SNG elements in this research. Then we had empirically validated the effect of these elements on the SNGexperience (i.e. social presence, perceived enjoyment) and behavioral intentions (i.e. Continuous usage intention, willingness to pay and loyalty) of the users. We conducted a survey to the actual SNG users. 243 data were collected and analyzed by PLS algorism. The results indicated that the community artifacts mediated by the social presence and media characteristics could significantly affect on the experiences and behavioral intentions. These findings could contribute to identify what element could be the reason of social network game popularity and could also contribute to design more attractive social network game in practice.

• Journal of Digital Contents Society
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• v.16 no.4
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• pp.565-573
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• 2015

The development of social media in the 2000s led the unspecified individuals to band together for common interests. Social networking services served as a far-reaching tool for sharing different thoughts and interpretation of the pop culture and helped people build up close relations driven by their common interests for certain works of the pop culture. This Study introduces the TV Series as a case that displays specific patterns of communication between its producer and viewers. Producer Bryan Fuller of the Series as well as key production staffs were quite active on social networking sites with the understanding of what the audience desired and the willingness to sympathize with them, which were eagerly welcomed by the dedicated audience whose number, though, was not big. For the Hannibal production team, SNS was a means for them to just be consumers who appreciate the work instead of solely being the content provider. Their approach is quite different from unilateral marketing approaches employed in the past. Through this case, the Study aims to suggest that social networking sites serve as a powerful medium connecting producers and viewers or as an information hub, and that how interactive contents shall be delivered in the new media environment to be effective.

• Journal of Internet Computing and Services
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• v.12 no.1
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• pp.99-110
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• 2011

Mobile environments rapidly changing and digital convergence widely employed, mobile devices including smart phones have been playing a critical role that changes users' lifestyle in the areas of entertainments, businesses and information services. The various services using mobile devices are developing to meet the personal needs of users in the mobile environments. Especially, an LBS (Location-Based Service) is combined with other services and contents such as augmented reality, mobile SNS (Social Network Service), games, and searching, which can provide convenient and useful services to mobile users. In this paper, we design and implement the prototype of mobile personal assistant (PA) agents. Our personal assistant agent helps users do some tasks by hiding the complexity of difficult tasks, performing tasks on behalf of the users, and reflecting the preferences of users. To identify user's preferences and provide personalized services, clustering and classification algorithms of data mining are applied. The clusters of the log data using clustering algorithms are made by measuring the dissimilarity between two objects based on usage patterns. The classification algorithms produce user profiles within each cluster, which make it possible for PA agents to provide users with personalized services and contents. In the experiment, we measured the classification accuracy of user model clustered using clustering algorithms. It turned out that the classification accuracy using our method was increased by 17.42%, compared with that using other clustering algorithms.

• Journal of Service Research and Studies
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• v.13 no.1
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• pp.96-107
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• 2023

The objective of this study is to explore future issues that Chinese users, who have the highest mobile payment service usage rate in the world, will be most interested in. For this purpose, after collecting text data from a Chinese SNS site, it classifies major keywords into 4 types of future signals by using Keyword Emergence Map (KEM) and Keyword Issue Map (KIM). Furthermore, to understand the four types of signals in detail, it performs the qualitative analysis on text related to each signal keyword. As a result, it finds that the strong signal, which is rapidly growing in keyword appearance frequency during this research period, includes the keywords related to the daily life of Chinese people, such as buses, subways, and household account books. Additionally, it find that the signal that appears frequently now, but with a low increase rate, includes various services that can replace cash payment, such as hongbao (cash payment) and bank cards. The weak signal and latent signal, which appear less often than other two signals, includes the keywords related to promotion events or changes in service regulations. Its result shows that the mobile payment services greatly have changed user's daily life beyond providing convenience. Furthermore, it shows that, in the Chinese market, in which card payment is not common, the mobile payment services have the great potential to completely replace cash payment.

• Journal of Korean Dental Hygiene Science
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• v.5 no.2
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• pp.97-104
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• 2022

Background: Due to the declining number of students preparing for university entrance exams , the quota of universities has been decreasing continuously. This situation became increasingly diverse as new media used online, mobile, and PR tools to continuously invite students. This study is aimed at offering the helpful data to plan an effective PR strategy by analyzing the correlation between the major selection and satisfaction of the department's social media usage among freshmen majoring in dental hygiene. Methods: The collected data from the self-reported survey with freshmen were analyzed using the SPSS 22.0 program. The survey items were motive to select the major, social media platform that subjects used, reasons to use the media, time to visit the department's social media platform, and satisfaction level on the department's social media platform, using a 5-point Likert Scale. Results: The reasons for choosing a major were given by 32.2% and 15.9% respondents, respectively, as the vision after graduation and practice facilities. 39.9% and 31.4% used Instagram and YouTube for social media platforms, respectively, for using social media platform; 26.9% and 26.3% visited the department's social media before and after entering the university, respectively; 46.4% and 24.9% used Instagram and YouTube for department social media; and they generally satisfied with the contents of the department's social media. 40.9% of them said that information from the department's social media was useful. 33.8% of them said the information from the department's social media exceeded their expectations. 46.8% of them answered that the department's social media made the department's image positive. 33.4% got interested in the major more due to the department's social media. According to 32.1% of respondents, the department's social media was helpful in deciding on a major. With 35.4%, a positive correlation was discovered between the department's practice facilities and satisfaction on the department's social media. Conclusion: It is thought that the department's social media should try continuously by uploading the contents to meet the users' needs on a regular basis and seeking the plans to be able to collect various opinions using surveys through the related social media so that students can select the major and, moreover, lead the positive direction to adapt the university life under the unfamiliar environment after admission.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.32 no.4
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• pp.189-212
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• 2021

The purpose of this study is to analyze an usage behavior for the public library website through web traffic. For this purpose, using Google Analytics and growth hacking technique, the data of A public library website log was analyzed for three months from August 1, 2021 to October 31, 2021. As a result of the study, the young age group of 18-24 years old and 25-34 years old recorded a high rate of new member registration, & it was found that the inflow rate through SNS was high for external inflows. As a result of analysis for the access rate by time, it was found that the time with the highest inflow rate was between 10 am and 11 am both on Wednesday and Friday. As a access channel, the access rate using mobile (64.90%) was quite high, but at the same time, the bounce rate (27.20%) was higher than the average (24.93%), & the rate of duration time (4 minutes 33 seconds) was lower than thee average (5 minutes 22 seconds). Finally, it was found that the utilization rate of reading program events and online book curation service, which the library focuses on producing and promoting, is very low. These research results can be used as basic data for future improvement of public library websites.

• The Journal of the Convergence on Culture Technology
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• v.8 no.1
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• pp.597-603
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• 2022

With the continuation of the pandemic environment, digital transformation is being applied in various fields of the fashion industry. Augmented reality technology is a form of overlapping virtual images on the real world, and as online shopping expands in non-face-to-face environments, the use of augmented reality technology in fashion and beauty fields is affecting consumer satisfaction and sales growth. In this study, the characteristics of augmented reality contents used in the fashion industry following digital transformation were extended to the fields of clothing, accessories, virtual fashion stores, and AR fashion shows to analyze the case characteristics of augmented reality. Augmented reality technology in the fashion industry focuses on promoting clothing and accessory products through SNS or homepage through marketing activities. It is raising positive values such as raising awareness. The range of types of augmented reality used in the future digital fashion environment will continue to expand, and by deriving the usage characteristics of augmented reality technology, it is intended to contribute to presenting a future vision of the fashion industry.