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

• Asia pacific journal of information systems
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• v.31 no.4
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• pp.606-632
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• 2021

With many consumers being exposed to news via social media platforms, news organizations are challenged to attract visitors and generate revenue during visits to their websites. They therefore need detailed information on how to write articles and headlines to increase visitors' engagement with the content to drive advertising revenues. For those news organizations whose business model depends mainly on advertisements, rather than subscriptions, it is particularly crucial to understand what makes the website attractive to their visitors, what drives users to stay on the website, and what factors affect a user's exit decision. The current research examines individual news consumers' choices to find patterns of increase or decrease in user engagement relative to a variety of topics, as well as to the mood or tone of the content. Using clickstream data from a major news organization, the authors develop a user-level dynamic model of clickstream behavior that takes into account the content of both headlines and stories that visitors read. The authors find that readers appear to exhibit state dependence in the tone of the articles that they read. They also show how the topics expressed in headlines can affect the amount of content readers consume when visiting the news organization to a much larger degree than the topics expressed in the content of the article. Online publishers can make use of such findings to present visitors with content that is likely to maintain and/or increase their engagement and consequently drive advertising revenue.

• International Journal of Advanced Culture Technology
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• v.8 no.1
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• pp.120-127
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• 2020

The use of digital signage in the public and commercial communication areas has been increasing in recent years. By integrating cutting-edge information technologies such as 5G, artificial intelligence, and the Internet of Things, digital signage continues to break apart from traditional outdoor advertising media. This study identified the problems facing the domestic digital signage industry by exploring and analyzing major issues related to digital signage and derived future development measures. Specifically, online documents were collected based on the digital signage-related keywords created over the past 12 years to conduct big data network analysis, and key topics were derived through visualization of the results. This study has great policy implications in that it excluded biased interpretations based on the viewpoints of companies or the government and, more objectively, suggested the direction of the digital signage industry's development in the domestic media market.

• Journal of the Korean Society of Industry Convergence
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• v.27 no.3
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• pp.635-644
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• 2024

Although the business model(BM) patents act as a creative bridge between technology and the marketplace, limited scholarly attention has been paid to the content analysis of BM patents. This study aims to contextualize converging BM patents by employing topic modeling technique and clustering highly marketable topics, which are expressed through a topic-market impact matrix. We relied on BM patent data filed between 2010 and 2022 to derive empirical insights into the commercial potential of emerging business models. Subsequently, nine topics were identified, including but not limited to "Data Analytics and Predictive Modeling" and "Mobile-Based Digital Services and Advertising." The 2x2 matrix allows to position topics based on the variables of topic growth rate and market impact, which is useful for prioritizing areas that require attention or are promising. This study differentiates itself by going beyond simple topic classification based on topic modeling, reorganizing the findings into a matrix format. T he results of this study are expected to serve as a valuable reference for companies seeking to innovate their business models and enhance their competitive positioning.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.149-163
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• 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
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• v.10 no.5
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• pp.497-503
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• 2024

This paper makes a comparative analysis of themes, appeals, and aims of TV public service advertisements through 927 advertisements from China and South Korea. The study found that there is an obvious difference between China and Korea TV public service advertisements : (1) China TV public service advertisements pay more attention to public morals, while advertisements of South Korea focus on national fusion ; (2) In the way of appeal, different from China's rational demands, South Korea is based on emotional appeals ; (3) The aim of Chinese public service advertisements is for public but South Korea's target is for individuals. Thus, although both China and South Korea are Asian countries, their TV public service advertisements are obvious different. So it is necessary to analyze different situations of the two countries when China and South Korea focus on the same theme of publicity.

• The Journal of Information Systems
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• v.30 no.4
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• pp.1-20
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• 2021

Purpose Nowadays, Autonomous Sensory Meridian Response (ASMR) is rapidly growing in popularity and increasingly appearing in marketing. Not even in TV commercial advertisement, ASMR also fast growing in one-person media communication, many brands and social media influencers used ASMR for their marketing contents. The purpose of this study is to measure consumers' perceptions about the products in ASMR marketing content and compare the differences in communication effect of ASMR content creator between product review and how-to in the same Macro tier influencer - the YouTuber that has 10,000-100,000 subscribers. Design/methodology/approach The research methods selected ASMRtist that do product review content and how-to content, Text comments data was collected from 200 videos of tech-device review videos and beauty-fashion videos. A total of 52,833 text comments were analyzed by applying the LDA topic modeling algorithm and social network analysis. Findings Through the result, we can know that ASMR is good at taking attention of viewers with ASMR triggers. In the Tech device reviews field, ASMR viewers also focus on the product like product's performance and purchase. However, there are many topics related to reaction of ASMR sound, trigger, relaxation. In the Beauty-fashion field, viewers' topics mainly focus on the reaction of the ASMR trigger, response to ASMRtist and other topics are talking about makeup - fashion, product, purchase. From LDA result, many ASMR viewers comment that they feel more comfortable when watching the marketing content that uses ASMR. This result has shown that ASMR marketing contents have a good performance in terms of user watching experience, so applying ASMR can take more consumer intention. And the result of social network analysis showed that product review ASMRtist have a higher communication effectiveness than how-to ASMRtist in the same tier. As an influencer marketing strategy, this study provides information to establish an efficient advertising strategy by using influencers that create ASMR content.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1253-1264
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• 2010

This research is an in-depth study on the differences of cosmetics advertising and brand representation between Korean companies and Chinese companies. In addition, it studies the preferences of cosmetics consumption in Korea and China. To study these topics, two major methods are applied to magazine advertising analysis and consumer research. Analysis objects are the magazine advertisements of the Korean brands Mamond and Laneige, which entered the China market more than 5 years ago; the 64 advertisements are evenly split between Koreans and Chinese. The objects of the survey are 470 females between the ages 20 and 30 (237 from Korea and 233 from China). The results were as follows. First, Chinese advertisements use intense appeal in which the types of advertisement appeal are highly preferred. Second, ordinary models are highly preferred. Second, (on the nationality of the models) Chinese and Korean models are preferred in comparison to western models. Third, (as shown in the survey) Koreans and Chinese preferred magazine advertisements with headlines and copies. Four, blue colors are commonly used in the advertisements; however, the survey shows that the Chinese consumers prefer gray colors. Furthermore, from this study, there is a significant dynamic between the brand image and consumer satisfaction as well as the re-purchase intention.

• Journal of Internet Computing and Services
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• v.20 no.3
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• pp.119-128
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• 2019

This study aims to analyze the research trends on Smart City and to present implications to policy maker, industry professional, and researcher. Cities around globe have undergone the rapid progress in urbanization and the consequent dramatic increase in urban dwellings over the past few decades, and faced many urban problems in such areas as transportation, environment and housing. Cities around the globe are in a hurry to introduce Smart City to pursue a common goal of solving these urban problems and improving the quality of their lives. However, various conceptual approaches to smart city are causing uncertainty in setting policy goals and establishing direction for implementation. The study collected 11,527 papers titled "Smart City(cities)" from the Scopus DB and Springer DB, and then analyze research status, topic, trends based on abstracts and publication date(year) information using the LDA based Topic Modeling approaches. Research topics are classified into three categories(Services, Technologies, and User Perspective) and eight regarding topics. Out of eight topics, citizen-driven innovation is the most frequently referred. Additional topic network analysis reveals that data and privacy/security are the most prevailing topics affecting others. This study is expected to helps understand the trends of Smart City researches and predict the future researches.

• Journal of Preventive Medicine and Public Health
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• v.52 no.5
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• pp.323-332
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• 2019

Objectives: The aim of this study was to describe general practitioners (GPs)' opinions and practices of preventive care and patients' opinions, attitudes, and behaviors towards prevention. Methods: The data stemmed from a cross-sectional national survey on prevention conducted in Switzerland from 2015 to 2016. In total, 170 randomly drawn GPs and 1154 of their patients participated. The GPs answered an online questionnaire and the patients answered a questionnaire administrated by fieldworkers present at their practices. Results: Both patients and GPs agreed that delivering preventive care is the dedicated role of a GP. It appeared that beyond classical topics of prevention such as cardiovascular risk factors, other prevention areas (e.g., cannabis consumption, immunization, occupational risks) were scarcely covered by GPs and reported as little-known by patients. In addition, GPs seemed to use a selective approach to prevention, responding to the clinical context, rather than a systematic approach to health promotion. The results also highlight possibilities to improve prevention in family medicine through options such as more supportive tools and public advertising, more time and more delegated tasks and, finally, a more recognized role. Conclusions: Despite an unfavorable context of prevention within the healthcare system, preventive care in family medicine is reasonably good in Switzerland. However, some limitations appear regarding the topics and the circumstances of preventive care delivery. A global effort is needed to implement necessary changes, and the responsibility should be broadened to other stakeholders.