• 한국게임학회 논문지
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• 제14권3호
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• pp.35-46
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• 2014

e스포츠의 등장으로 인해 게임은 소수의 문화에서 대중적인 문화로 발돋움했다. 또한 게임, 콘텐츠, 방송, IT 등 관련산업의 발전에 긍정적인 영향을 미쳤다. e스포츠 산업의 지속적인 활성화를 위해서는 e스포츠 소비자와 소비행동에 대한 연구가 필수적이나, e스포츠를 관람하는 소비자의 심리적인 측면에 대한 연구는 아직 미흡한 상황이다. 본 연구에서는 스타크래프트에 이어 e스포츠의 새로운 장을 연 League of Legends(LoL)의 관람자를 대상으로 이들이 LoL 경기를 관람하는 동기를 밝히고, 이렇게 밝힌 관람동기와 관람만족 간의 관계를 밝혀보고자 한다. 본 연구는 e스포츠 관람동기 연구의 기초가 되고, 향후 게임 관련 업계에서 e스포츠 관람을 촉진시키기 위한 효과적인 마케팅 전략을 수립하는 토대가 될 것으로 기대된다.

• 디지털융복합연구
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• 제19권11호
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• pp.471-483
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• 2021

본 연구는 가상 인플루언서 마케팅의 출발선에서 가상 인플루언서에 대한 수용자의 반응을 알아보는 것을 목적으로 한다. 이에 국내에서 활동 중인 가상 인플루언서의 인스타그램에서 게시글과 댓글, '좋아요' 수와 동영상 리뷰 수를 수집하였다. 자료의 수집과 분석에는 Python 3.7과 Textom을 사용하였다. 감성 분석결과, 긍정 감성이 부정과 중립의 감성보다 높게 나타났으며, 긍·부정 모두 가상 인플루언서의 외모가 주요한 요인으로 나타났다. 중립의 감성에서 가상 인플루언서에 대한 소비자의 관심을 유추할 수 있었다. 본 연구는 가상 인플루언서에 대한 소비자의 반응을 알아보고 가상 인플루언서에 대한 긍정과 부정의 감정에 대한 요인을 파악하여, 가상 인플루언서 마케팅의 전략 수립에 도움이 될 자료를 제시했다는 것에 그 의의가 있다.

• 한국엔터테인먼트산업학회논문지
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• 제13권4호
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• pp.83-91
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• 2019

게임플레이성은 게임 활동뿐만 아니라 다른 예술 형태에도 존재한다. 게임플레이성 서술이 전제 원칙을 따르는 강한 게임 플레이성을 가진 애니메이션 영화로서, 상상조차 할 수 없는 음향 효과, 과장된 시각적 스타일링, 가상의 시간과 공간 개념, 가상의 이야기와 캐릭터 연기를 통해 달성된다. 애니메이션 영화에서의 게임플레이성의 강점이나 존재 또는 부재 등은 애니메이션 영화 내러티브의 과정에서 이러한 게임플레이성 요소의 파악과 사용에 반영된다. 애니메이션 영화의 게임플레이성 서술은 게임플레이성 사고의 특성을 충분히 활용한다. 대본과 서술 과정에서 엔터테인먼트, 액션, 어드벤처, 경쟁, 기타 요소를 결합해 게임 플레이성의 특성을 충분히 반영한다. 게임플레이성 내러티브는 종종 역 설정, 반복과 상호작용, 규칙과 도전 설정의 전략을 사용하는데, 이는 애니메이션 영화 내러티브의 재미를 높일 뿐만 아니라 관객들의 관심을 끌게 되어 관객들의 시청 경험을 높일 수 있다.

• International Journal of Advanced Culture Technology
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• 제11권2호
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• pp.152-161
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• 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.

• 한국엔터테인먼트산업학회논문지
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• 제13권8호
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• pp.281-290
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• 2019

본 연구는 뮤지컬 광고커뮤니케이션이 뮤지컬 관객의 관람태도와 관람의도 및 재 관람의도에 어떠한 영향을 미치는지 알아보고자 하였다. 연구 결과 첫째, 뮤지컬 광고커뮤니케이션의 뮤지컬 공연 관람태도에 대한 영향을 알아본 결과, 광고커뮤니케이션의 뮤지컬 공연 브랜드 친숙도와 광고 노블티는 뮤지컬 공연 관람태도에 정(+)의 영향을 미치는 것으로 나타났다. 반면 메시지 복잡성은 뮤지컬 공연 관람태도에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 뮤지컬 공연 관람태도는 뮤지컬 공연 관람의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 뮤지컬 공연 관람의도는 뮤지컬 공연 재 관람의도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구결과는 향후 뮤지컬 콘텐츠의 관객에 대한 커뮤니케이션 효과 제고를 위한 유용한 시사점과 함께 커뮤니케이션 방법과 전략을 제시할 수 있을 것으로 기대된다.

• International Journal of Computer Science & Network Security
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• 제23권12호
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• pp.137-144
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• 2023

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.

• 한국콘텐츠학회논문지
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• 제14권12호
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• pp.1100-1116
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• 2014

본 연구에서는 '스크린 위의 글쓰기' 과정에서 아동이 예상독자를 어떻게 고려하며, 글쓰기 공동체의 의사소통의 중심에 있는 댓글은 독자와의 관계에서 어떤 수행성을 나타내는지 조사하였다. 이를 위해 초등학교 4-6학년 아동의 게시 글에서 635개의 문장과 424개의 댓글을 수집하여 분석하였다. 연구 결과, 아동의 예상독자를 고려한 글쓰기 전략은 끌어들이기 전략이 가장 많이 나타났고, 세부 전략으로는 감정에 호소하는 전략이 가장 많이 사용되었으며, 댓글의 수행행위는 표출 행위가 가장 많이 나타났다. 또한 아동의 PAIR 전략은 회기가 진행되면서 증가하였다가 다시 감소하는 양상을 보였으며, 아동은 게시 글을 작성할 때 다양한 방식으로 복합양식을 사용하는 것으로 나타났다. 한편, 댓글에 나타나는 의사소통의 특성 역시 감정적이고 정서적인 표현에 치우쳐져 있었으며, 아동의 댓글에는 저자 및 제 3의 독자들을 예상한 의사소통이 이루어졌고, 게시 글과 관련된 의견 교류뿐만 아니라, 아동의 일상적인 문화가 반영되어 나타났다.

• 대한건축학회논문집:계획계
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• 제34권3호
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• pp.61-72
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• 2018

This study pursued to obtain 3 consecutive purposes. First, a conceptual model for comparing 3 constructivist teaching and learning strategies( problem-based learning[$P_bBL$], case-based learning[CBL] and project-based learning[$P_jBL$]) was developed. Relationships of these constructivist strategies with the development of expertise for learners were discussed. Second, specific differences between $P_bBL$, CBL and $P_jBL$ as applied in architectural design courses were analyzed under each of the teaching and learning category. Some analytical indexes were developed by content analysis, which are applicable effectively to reveal the differences. Based on the previous findings, third, a set of strategic guidelines for use in class were made and suggested in order to develop and improve expertise in architectural design. These guidelines were largely targeted for university design courses as well as education or reeducation of practicing architects. Expecially, combined application of $P_bBL$, CBL and $P_jBL$ was hypothesized and suggested as class management guidelines. In sum, a variety of $P_bBL$ problems, CBL cases and $P_jBL$ projects should be developed for expecting audience based on design subjects and tasks. As working domains of practicing architects, exploring/analyzing, understanding/making applications, and criticizing/self-reflecting should be considered in the development process.

• 유통과학연구
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• 제13권10호
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• pp.109-114
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• 2015

Purpose - The movie market has the characteristics of being a perfectly competitive market as well as a pure monopolistic market at the same time. This is because there are competitors in the industry but prices, although not fixed, have not changed a lot. Price competition may not have spread, but the competition is focused on artistic value, and the degree of box office success is most important. The artistic value is determined in the course of the production process. However, the degree of box office success is dependent upon the marketing manager. The marketing strategy represents the difference in the standard or quality of the movie. Inherently, the marketing manager adopts the entertainment strategy based on the quality of the foundation of the completed movie. At this time, the marketing manager knows the pertinent information (high quality/low quality) regarding the movie. This research study tries to reveal what should be the reasonable movie marketing expense, dependent on the quality of the movie. Research design, data, and methodology - Using a game scenario with different market players, the goal of the research analysis is to find out the following. First, the marketing expense is determined to maximize the profits after film production. Second, after the production costs are already committed, the manufacturer gets to choose the marketing level. At this time, there will be a profit maximization point, considering the competition. The premise of the research is as follows: if it is a good movie of quality, positive word of mouth increasing the audience continuously slows down the speed of the demand curve. If the movie quality is bad, the negative word of mouth decreasing the audience gradually hastens the speed of the demand curve. On the marketing side, when the manufacturer invests heavily in the marketing expense of the movie, consumer expectations increase to drive up the audience numbers. On the other hand, it is difficult to improve the profits excessively. When the manufacturer invests in marketing a little bit, the marketing expense is only relatively committed, therefore a lot of demand cannot be gained. Results - If a fixed market share is in a competitive situation, a low quality manufacturer expends relatively more marketing expense. If the situation assumes two manufacturers spend the same for the cost of production, the high quality manufacturer takes more profit. If the manufacturer expends less marketing budget to save costs, the optimum profit cannot be achieved since the other party (opponent) grabs the initial market share. Conclusions - In conclusion, investment is essential for market share to increase. We must refrain from a zero-sum game and have models where the game participants pursue the creative profits together. In the current film industry, there is the dominating logic of winner and loser but we have to create a film industry environment where the participants can be altogether satisfied and live together.

• International Journal of Advanced Culture Technology
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• 제6권2호
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• pp.65-71
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• 2018

In the digital era, news consumption is not confined in geological boundaries. Technological advances bring the instant dissemination of news into life and allow news audience to consume events that occur far away almost in real time. The transmission has blurred the boundary between traditional media and new media, and the one between physical and virtual world. That is, what if a journalist applies news framing to the news translation process? This paper aims to investigate the gap between the ST and the TT created when the source news texts undergo a translation process. To achieve this aim, the appraisal theory developed by White (2003) is employed to identify a difference between the ST and the TT. Furthermore, we have attempted to identify differences between soft news stories and hard news stories while the STs from both news stories are translated into the TTs. Two time-sensitive events, Hugh Grant's marriage and a U.S. and North Korea summit, were selected. The former (a soft news story) is extracted from the Telegraph and the latter (a hard news story) is from the Washington post. As a result, it was found that such strategies as attitude, engagement, and judgment were used when the source news texts from the hard news story are translated into the target news texts. Under the appraisal theory, the strategies involve evaluative language which refers to positive or negative language that judges the worth of entities. In general, it is said that a journalist frames the SS (especially from the hard news story) to convey his ideology to news consumers. Hypothetically, we assume that a similar framing process takes place in deriving the TT from the SS of the hard news story. Thus, we could conclude that the TT from the hard news story differs from the TT from the soft news story and that the difference can be explained within the framework of White's appraisal theory.