• The Journal of the Korea Contents Association
• /
• v.13 no.11
• /
• pp.579-586
• /
• 2013

To see what the promotional movie of the same product, Each concept were respectively constructed for Optimized SNS marketing movie. There are two types of movies. One is the teaser of product design in the form of showing 'Feature Movie' and the other is the 'Viral Movie' presenting USP of the product in parody technique, which can be compared with each others. The two movies show on YouTube, then feedback from viewers were analyzed in detail. As a result, data for view and shares of viral movie showed relatively higher than the feature movie. It means that the viral movie is more effective for marketing since its various elements such as fun, story and visuals are sharable. It makes people more interested and immersed in these contents. Thus, viral movies for SNS marking are distributed to reflect the issue of the time, all the concepts are clear to show what the product is for, and most importantly it can trigger the attention of viewers.

• Journal of the Korea Society of Computer and Information
• /
• v.25 no.7
• /
• pp.65-73
• /
• 2020

Viral video advertising is being used in the advertising and film industry for pre-promotion of certain products or pre-release films which has a lot of effect on investment. An analysis of viral video recognition is needed to predict future development directions. In response, the study conducted a survey on viral videos, focusing on college students in their 20s, who are the most exposed to advertisements and movies. Through this, the survey was conducted on recognition of viral videos, memorable viral videos, satisfaction level, message propagation method, positiveness of viral videos, expected future development, and desired viral video type. The survey showed that viral video recognition was 16.7% and the most memorable viral video; the "Let it Go" viral video from the movie "Frozen" was 69.1 %, according to the survey. The satisfaction level was not high at 31.2 %, and 73.5% of people sent messages to others after watching viral videos, which was very high. Negative opinions on viral videos were low at 13.7 %. 64.5% of the surveyors said the future of the viral videos would "develop" and 6.7% said would "not develop."

• Journal of Intelligence and Information Systems
• /
• v.18 no.2
• /
• pp.85-105
• /
• 2012

In recent years, IT advancement has brought out the new Internet communication environment such as online social network services, where people are connected in global network without temporal and spatial limitation. The popular use of online social network helps people share their experience and preference for specific products and services, thus holding large potential to significantly affect firms' business performance through Word-of-Mouth (WOM). This study examines the role of online social network in raising WOM effect on the movie industry by comparing with the similar role of Internet portal, another major online communication channel. Analyzing 109 movies and data from both Twitter and Naver movie, we found that significant WOM effect exists simultaneously in both Twitter and Naver movie. However, we also found that different figures of online viral effects exist depending on the popularity of movies. In the hit movie group, before the movie release, the WOM effect occurs only in Twitter while the WOM effect arises in both Twitter and Naver movie at the same time after the movie release. In the less-popular (or niche) movie group, the WOM effect occurs in both Twitter and Naver movie only before the movie release. Our findings not only deepen theoretical insights into different roles of the two online communication channels in provoking the WOM effect on entertainment products but also provide practitioners with incentive to utilize SNS as strategic marketing platform to enhance their brand reputations.

• The Journal of the Korea Contents Association
• /
• v.14 no.10
• /
• pp.429-437
• /
• 2014

Product promotion App is developed using an interactive video in order to overcome the existing ATL marketing limitations and to respond to target age groups and lifestyle changes. The product promotion App which is positioned as a smart care center by analyzing customer needs with the Customer Journey Map, is comprised of 3 categories such as interest, information and management reflecting media characteristics of smart mobile contents. It intends to induce viral promotions with comical and interactive alopecia simulator directly described by a specialist doctor which ensures reliability of products. In addition, it is made for customers to continuously manage the alopecia through management tools, and company can expect an effect of being used as a core tool for marketing activities by offering promotional information along with product feedbacks.