• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.17 no.6
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• pp.202-210
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• 2018

Recently, the subway running in metro environments has a problem in securing the safety of passengers due to the failure of announcement in emergency situations such as breakdown, train accidents and power outage in the underground tunnels. Thus, there is a need to develop an emergency broadcasting system that can provide the announcement to all passenger cars in any emergency situations on the railway route. In this paper, the applicability of various wireless communication technologies for the emergency broadcasting system through the measurement campaign was examined in Seoul metropolitan subway. A WAVE(Wireless Access in Vehicular Environments) is communication technology that can use 5.9GHz dedicated frequency band without charge and it is possible to directly communicate between terminals over 200m without the help of additional relay. Especially, it confirms robust communication performance in the various metro environments, and therefore, it is considered to be suitable as a communication method of a radio-connected emergency broadcasting system for urban subway.

• Asian Journal of Atmospheric Environment
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• v.2 no.1
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• pp.54-59
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• 2008

The most pivotal approach to improve subway indoor air quality (IAQ) is to examine the emission sources and particulate behavior. Therefore, the main objective of this study is to investigate the particulate behavior in the subway. In order to examine IAQ in the subway, a sampling and measurement campaign was carried out for 35 sites during the summer and winter seasons from May, 2005 to February, 2006. In case of 24 hour measurement, the mean concentrations ($PM_{10}$-24 hr) of platform and waiting room were $156.18{\pm}53.79{\mu}g/m^3$ and $111.00{\pm}53.31{\mu}g/ m^3$. Besides, as a result of 20 hour measurement, the mean concentrations ($PM_{10}$-20 hr) of platform and waiting room were $146.09{\pm}53.71{\mu}g/m^3$ and $99.08{\pm}42.77{\mu}g/m^3$, respectively. In general, $PM_{10}$-24 hr was higher than $PM_{10}$-20 hr, and both PM concentrations showed a high correlation coefficient (r=0.803). It was found that the $PM_{2.5}$ concentration ($l09.56{\pm}28.24{\mu}g/m^3$) in winter was higher than that ($83.66{\pm}57.82{\mu}g/m^3$) in summer.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.415-421
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• 2021

Femvertising is an advertising campaign for women's rights, and has recently been used as a marketing strategy for various brands along with feminism, an important social discussion. This study analyzed the effect of consumer's factors such as gender, age, and attitude to feminism on advertising attitudes. As a result, the factor of 'gender' showed statistically significant differences about attitudes toward femvertising. but 'gender' factor was not. And 'attitudes to feminism' factors have proven to have a significant influence on attitudes toward femvertising. This study will serve as a platform for femvertising to be discussed as an important social agenda, not just a marketing tool.

• Journal of Fashion Business
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• v.27 no.3
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• pp.132-149
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• 2023

This study aims to analyze Instagram hashtags based on big data to investigate changes in consumer trends and perceptions of vegan fashion, and to derive strategies for revitalizing vegan fashion brands based on derived results. Among social media, Instagram was selected as a collection channel, and Instagram hashtags for 'Vegan Fashion' were collected from July 1, 2021 to December 31, 2021. After conducting semantic network analysis with the Ucinet 6 program based on the collected data, the CONCOR analysis on vegan fashion showed the following four clusters: 'Veganism practiced with fashion', 'Bag type of vegan fashion brand', 'Sharing vegan fashion', and 'Diversification of eco-friendly products'. Analysis results showed that the Instagram hashtag for vegan fashion confirmed the MZ generation's increased interest in vegan fashion and their thoughts to recommend and share frequently used items or brand products to people around them. CONCOR analysis of vegan fashion brands showed the following four groups: 'Differentiating the material of vegan bags', 'Eco-friendly products of vegan fashion brands', 'Interest in vegan shoes', and 'Donation campaign of vegan fashion brands'. CONCOR analysis on Meaningout showed the following four clusters: 'MZ Generation's Meaningout Start-up', 'Recommendation Platform for Skin Products', 'Value Consumption Trend for Eco-friendly Clothing', and 'Interest in Eco-friendly Packaging'. The results of this study on vegan fashion, a practical eco-friendly movement that can require changes in social responsibility and perception as issues that directly affect animals, the environment, and humans, are expected to provide basic data to help domestic vegan fashion brands develop marketing strategies.

• Journal of Intelligence and Information Systems
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• v.20 no.1
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• pp.67-101
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• 2014

The use of new technology greatly shapes the marketing strategies used by companies to engage their consumers. Among these new technologies, social media is used to reach out to the organization's audience online. One of the most popular social media channels to date is the microblogging platform Twitter. With 500 million tweets sent on average daily, the microblogging platform is definitely a rich source of data for researchers, and a lucrative marketing medium for companies. Nonetheless, one of the challenges for companies in developing an effective Twitter campaign is the limited theoretical and empirical evidence on the proper organizational usage of Twitter despite its potential advantages for a firm's external communications. The current study aims to provide empirical evidence on how firms can utilize Twitter effectively in their marketing communications using the association between brand personality and brand engagement that several branding researchers propose. The study extends Aaker's previous empirical work on brand personality by applying the Brand Personality Scale to explore whether Twitter brand communities convey distinctive brand personalities online and its influence on the communities' level or intensity of consumer engagement and sentiment quality. Moreover, the moderating effect of the product involvement construct in consumer engagement is also measured. By collecting data for a period of eight weeks using the publicly available Twitter application programming interface (API) from 23 accounts of Twitter-verified business-to-consumer (B2C) brands, we analyze the validity of the paper's hypothesis by using computerized content analysis and opinion mining. The study is the first to compare Twitter marketing across organizations using the brand personality concept. It demonstrates a potential basis for Twitter strategies and discusses the benefits of these strategies, thus providing a framework of analysis for Twitter practice and strategic direction for companies developing their use of Twitter to communicate with their followers on this social media platform. This study has four specific research objectives. The first objective is to examine the applicability of brand personality dimensions used in marketing research to online brand communities on Twitter. The second is to establish a connection between the congruence of offline and online brand personalities in building a successful social media brand community. Third, we test the moderating effect of product involvement in the effect of brand personality on brand community engagement. Lastly, we investigate the sentiment quality of consumer messages to the firms that succeed in communicating their brands' personalities on Twitter.

• Korean Journal of Health Education and Promotion
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• v.32 no.2
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• pp.1-13
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• 2015

Objectives: This study was conducted to investigate derived factors associated with a public service announcement on handwashing to evaluate the effect of this announcement. Methods: In early september, 1,000 persons over 19 years old was investigated by Computer Aided Telephone Interview, at last 993 persons for analysis. Outcomes were the exposure to the public service announcements on handwashing, the comprehension of this announcements, the intention of behavioral change and the practice of handwashing. Results: In particular, the proportion of exposure is more women and highly educated. The comprehension of the announcement was no statistically significant difference. The intention of behavior change showed higher in workers and understanding of the announcements. The practice of handwashing is higher in women and lower in student/unemployed. There was no difference in practice in accordance with the exposure, the comprehension and the intention of behavioral change. Conclusions: About the comprehension of the announcements and the intention of behavioral change, the effects of the public service announcements on handwashing can be very positive. But it does not affect the actual practice of hand washing. The handwashing promotion programs will have to devise a strategy and structure, operation method considering realistic and scalable platform.

• Journal of Digital Convergence
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• v.15 no.6
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• pp.133-143
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• 2017

Data is the most important asset in the financial sector. On average, 71 percent of financial institutions generate competitive advantage over data analysis. In particular, in the card industry, the card transaction data is widely used in the development of merchant information, economic fluctuations, and information services by analyzing patterns of consumer behavior and preference trends of all customers. However, creation of new value through fusion of data is insufficient. This study introduces the analysis and forecasting of consumption trends of credit card companies which convergently analyzed the social data and the sales data of the company's own. BC Card developed an algorithm for linking card and social data with trend profiling, and developed a visualization system for analysis contents. In order to verify the performance, BC card analyzed the trends related to 'Six Pocket' and conducted th pilot marketing campaign. As a result, they increased marketing multiplier by 40~100%. This study has implications for creating a methodology and case for analyzing the convergence of structured and unstructured data analysis that have been done separately in the past. This will provide useful implications for future trends not only in card industry but also in other industries.