• The Journal of Information Systems
• /
• v.31 no.2
• /
• pp.89-110
• /
• 2022

Purpose To verify the factors that encourage consumers' favorable reaction toward virtual influencer, we proposed consumers' perception of subjective and objective similarity. The purpose of this study is to comprehensively investigate the impacts of consumers' perception toward virtual influencer on purchase intention through psychological distance and parasocial relationship. Design/methodology/approach This study was designed to examine the structural relationships among consumers' perceived external similarity, internal similarity, controllability, animacy toward virtual influencer, psychological distance, parasocial relationship and purchase intention. Findings The results are as follows. First, perceived external similarity, internal similarity, perceived controllability, and animacy had a positive impact on psychological distance. Second, psychological distance had a positive impact on parasocial relationship, whereas it had no significant impact on purchase intention. However, we found that the relation between psychological distance and purchase intention was mediated by parasocial relationship. Lastly, parasocial relationship had a positive impact on purchase intention. Based on these results, this study can propose the way to generate revenue to companies that consider advertising campaign using virtual influencer.

• International Journal of Advanced Culture Technology
• /
• v.11 no.2
• /
• pp.152-161
• /
• 2023

Modern people live a life connected with the real world and the virtual world by relying on the new media of enterprises and social consumption led by innovative technologies. In this environment, virtual influencers actively communicate with consumers and build relationships through social media, which is a new marketing tool that has attracted widespread attention. From a business perspective, it is necessary to have a solid understanding of this phenomenon, and then explore communication strategies to effectively develop virtual influencers. To investigate followers' preference for virtual influencers, this study employs the Q-method, which studies human subjective attributes, an empirical research effort to uncover complex issues in human subjectivity. To determine the factors that trigger people's voluntary and active practice and the preference degree of virtual influencers, the Q method is implemented to examine human subjectivity, thoughts and attitudes. According to the results of this study, virtual influencers are a new group of idols full of vitality. The interviews found that there are still many virtual influencers who do not know about followers, but each type can be clearly understood through the intuitive understanding of the interviewees. Divided out, type 1 one egoideal virtual influencers aim to represent an idealized version of the creator or target audience. Embodies ideal physical characteristics, personality or lifestyle desired by the audience. Type 2 is charismatic and attractive, and has the characteristics of most virtual influencers. It is suggested that it can be developed into a potential type, doing brand cooperation, and content production on social media platforms. Type 3: Game animation, derived from the image of characters in games or comics, with stylized features and energetic personalities, which can be integrated into games or entertainment experiences. Type 4 development potential type is the most successful type among virtual imagers, and it is also the purpose of marketing virtual influencers. It is essential that brand endorsement on social media platforms, integrated marketing, and driving advertising traffic. It is recommended to improve production technology to reduce investment costs.

• Proceedings of the Korean Society of Broadcast Engineers Conference
• /
• 2002.11a
• /
• pp.269-274
• /
• 2002

최근에 TV의 축구, 야구와 같은 스포츠 중계 방송에서 팀의 로고나 점수, 거리와 같은 그래픽 정보를 운동장에 합성시켜 보여주는 새로운 기술이 사용되고 있다. 이는 증강현실(AR: Augmented Reality)의 한 분야인 실시간 이미징 합성 기법을 사용한 것으로서 일반적으로 가상이미징 시스템이라 불리운다. 본 논문에서는 방송용 카메라의 렌즈와 팬(pan), 틸트(tilt) 축에 센서를 부착하여 이를 해석함으로써, 실시간으로 3차원 그래픽 좌표계의 가상 카메라를 제어하는 센서기반 가상이미징 시스템의 구현 결과와 관련기술을 소개한다. KBS 기술연구소에서는 실시간 가상이미징 시스템을 개발하여 'VIVA(Virtual Imaging & Virtual Advertising)'라 이름지었다. 이 시스템은 렌즈 데이터에 근거하여 카메라 캘리브레이션을 수행하며, 주밍(zooming)시 발생하는 카메라의 시점(view point) 변화를 반영하여 원거리 촬영이 이루어지는 스포츠 중계뿐만 아니라 보다 정확성이 요구되는 스튜디오 내의 근거리 프로그램 제작에도 사용이 가능하다. 합성되는 그래픽은 실세계와 같은 완전한 3차원 좌표 공간에 놓이게 되며, 월드 좌표계와 카메라 좌표계를 이용하여 사전 제작된 오브젝트들을 원하는 곳에 위치시킬 수 있다. 실사와 그래픽의 효과적인 합성을 위하여 오버레이(overlay) 모드는 물론 알파키(alphakey)와 크로마키(chromakey)를 조합한 모드를 사용하였다. VIVA는 2002년 부산 아시안 게임에서 수영과 양궁 중계에 활용하였다.

• International Journal of Contents
• /
• v.13 no.1
• /
• pp.62-67
• /
• 2017

This study attempts to explain how communication technology impacts global creative trends. We explore global creative trends based on award-winning creative topics presented at the 2016 Cannes Lions International Festival of Creativity. After analyzing award-winning topics, five main creative trends were selected with the keywords: technology, story-telling, social media, causes, and humor. The 2016 Cannes Lions Festival demonstrated that technology (i.e., virtual reality, artificial intelligence) has expanded the limits of creativity. Story-telling is still considered to be effective for raising audience attention. Social media enhances consumer engagement while nurturing future consumer relationships. Supporting social causes allows companies to garner goodwill from the public. Humor is powerful when it appropriately appeals to both products and customers.

• The Journal of the Korea Contents Association
• /
• v.21 no.9
• /
• pp.149-163
• /
• 2021

The 4th industrial revolution refers to the next-generation industrial revolution led by information and communication technologies such as artificial intelligence (AI), Internet of Things (IoT), robot technology, drones, autonomous driving and virtual reality (VR) and it also has made a significant impact on the development of the advertising industry. However, the world is rapidly changing to a non-contact, non-face-to-face living environment to prevent the spread of COVID 19. Accordingly, the role of the 4th industrial revolution and advertising is changing. Therefore, in this study, text analysis was performed using Big Kinds to examine the 4th industrial revolution and changes in advertising before and after COVID 19. Comparisons were made between 2019 before COVID 19 and 2020 after COVID 19. Main topics and documents were classified through LDA topic model analysis and Word2vec, a deep learning technique. As the result of the study showed that before COVID 19, policies, contents, AI, etc. appeared, but after COVID 19, the field gradually expanded to finance, advertising, and delivery services utilizing data. Further, education appeared as an important issue. In addition, if the use of advertising related to the 4th industrial revolution technology was mainstream before COVID 19, keywords such as participation, cooperation, and daily necessities, were more actively used for education on advanced technology, while talent cultivation appeared prominently. Thus, these research results are meaningful in suggesting a multifaceted strategy that can be applied theoretically and practically, while suggesting the future direction of advertising in the 4th industrial revolution after COVID 19.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.2
• /
• pp.309-314
• /
• 2022

The purpose of this study is to examine how the characteristics of virtual influencer, which are rapidly emerging in recent years, affect consumers. To this end, the change in information accecptance intention was examined using the perceived attractiveness and social distance of consumers toward virtual influencers as independent variables. I found the more attractive consumers feel about virtual influencer and the closer they perceive social distance, the higher the intention to accept information. However, when virtual influencer was perceived as attractive, there was no difference in information acceptance intention according to social distance. On the other side, even if the virtual influencer was perceived as less attractive, the information acceptance intention was higher when the social distance was perceived as close than when it was not. Based on these results, I provided implications for the marketing strategy of virtual influencers.

• Journal of Convergence for Information Technology
• /
• v.12 no.4
• /
• pp.278-285
• /
• 2022

This study presence in VR advertising into three types presence. Further, through an experiment, the study empirically verifies the kind of recalled information depending on the flow which forms users' attitudes towards the content. The experiment was conducted with a factor design between 3X2 subjects. Hyundai Motor's Ioniq VR video was conducted, and a questionnaire of 143 subjects was used for the study. The results revealed that positive attitudes were formed towards the advertisement used in the experiment when the level of emotional presence was the highest. In addition, higher flow levels established positive attitudes towards the advertisement. and Cognitive presence's effects on memory, ARM such as product-attribute information was found to increase when the flow level is high; however, GRM such as overall product evaluation was found to increase when the flow level is low.

• The Journal of the Korea Contents Association
• /
• v.17 no.9
• /
• pp.107-119
• /
• 2017

Advertising and PR industries recently face a new challenge due to the growth of new digital content market and the change of paradigm. In the market of ICT (Information and Communication Technology) and digital contents, a stereographic content related to the technology such as VR (Virtual Reality) is one of the fast-growing fields. However, it is hard to find the clear answer for AD/PR strategies in the rapidly changing VR contents market. Therefore, this study analyzed VR industry at the macro level using in-depth interviews with eleven VR experts leading Korean VR contents industry by looking at P(Political), E(Economic), S(social), and T(Technological) of VR advertisement and PR industries. Moreover, the feasibility of VR contents in Advertising and PR industries was examined through S(Strengths), W(Weakness), O(Opportunities), and T(Threats) analysis in VR industry. Research result showed that it is necessary for vitalizing VR in AD/PR industries to promote killer contents, to solve problems of inconvenience according to users' needs, to improve awareness of customers and industries. Moreover, constant VR vitalizing policies in AD/PR should be processed as well as constructing medium-and long-term VR road-map. Thus, this study provides the direction of VR content strategy in Advertising and PR industries and the research foundation for further researches regarding future VR activation.

• Korean Institute of Interior Design Journal
• /
• no.34
• /
• pp.37-44
• /
• 2002

In the latter half of the 20th century, the rapid change into the information society changes the concept of workplace. Especially the new types of office space are appearing to accept interaction and flexibility, which are the representative features of the information society. Therefore, this study is to suggest the appropriate office environment in the information society shifting from the territorial to the virtual, after analyzing the characteristics of space and design method for the Chiat/Day advertising agency in New York (1995) that was designed by Gaetano Pesce. As a result, in terms of the constitution and the arrangement of space, the non-territorial and the virtual features appear, and in terms of the analysis of design elements, in which various semantic connotations are used, horizontal, pluralistic, and fluid features appear. This kind of analysis would be helpful in finding new alternatives for the rapidly changing office environment.

• Journal of Information Technology Services
• /
• v.8 no.4
• /
• pp.151-163
• /
• 2009

In this paper, we design and develop a personalized advertisement and information services system based on mobile RFID using RFID virtual tag. It is a system to perform the use of the contents information or the commercial transaction on the contents products through internet server connection by using RFID tag information with a mobile according as transmitting immediately to a cell phone after a tag generator derived RFID tag information to be substituted for the contents information being output at present, after being transmitted from a cell phone the information request signal on the contents information being output from video media. This service system provides a mechanism for gathering advertisement information left behind by many clients visiting advertisement sites for analysis of customers property, service model for selecting personalized services, and mechanism for providing them to customers who visited in a advertisement mall joined to the shopping site.