• Information Systems Review
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• v.8 no.2
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• pp.29-49
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• 2006

The introduction of the Digital Economy has formed a new market producing and trading information. Depending on the current contexts, each user evaluates identical information differently. It is difficult, even though important, to create and deliver the information customized to individual users by using some factors as time, location, and their personal characteristics. Information value, therefore, could be influenced by the capability of information systems to delivery useful information based on individual contexts to the right user immediately at the right time. From this point of view, we argue mobile systems which are able to be aware of individual contexts and deliver contextual information in real time can improve information value easily than other systems can. This research presents the results of an empirical test about antecedents to mobile advertising value. Though context relevance doesn't influence directly mobile advertising value, it plays an important role enhancing information usefulness which has great influence on mobile advertising value. Moreover, to supply information connected with users' context overcomes the effect of irritation. Lastly, entertainment can improve mobile advertising value as satisfying user's hedonic desire beyond the information source supporting decision making.

• Journal of the Economic Geographical Society of Korea
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• v.15 no.2
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• pp.274-291
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• 2012

Since the advent of the internet as representative of the development of information communication technology (ICT), information transfer forms have changed rapidly these days. In the new techno-economic paradigms, I would ultimately consider how spatial structures of a knowledge-based service industry have been altered dynamically. To delve into this background, this study conducts an empirical case study of the internet advertising industry, particularly, among the whole advertising industry. Therefore, the primary objective of this study is to identify dynamic characteristics of spatial networks among actors for knowledge creation in Korea's internet advertising industry. In addition, it also is to analyze the formative elements of spatial networks which would have an influence on constructing the space of new economic activities. There are multilateral approaches. This research is classified into types of actors such as inter-firm, intra-firm, and firm-customer, and categorized according to spatial ranges such as local, regional, global levels. In the meanwhile, formative factors of the spatial networks could draw a conclusion from two aspects: inter-firm networks in the process of business in the internet advertising industry, and individual networks in the nonoccupational aspect. Accordingly, the results of this study suggest that actors' networks of two perspectives would make mutually complementary relationships and create new relational spaces in the digital economy.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.29-44
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• 2015

Digital Signage, a way of advertising or delivering information to viewers through digital displays, has expanded from being just an advertising channel in public places. Recently, it has become widely prevalent in restaurants and retail stores. Despite its wide expansion, digital signage is limited to specific usages and services and the devices it uses are also quite expensive. This study introduces a stick-type digital signage product that operates on Android OS, which addresses all the weaknesses of digital signage with much more reasonable pricing and stable operation. For stability, performance tests were executed on the hardware and applications. The results for hardware performance were extremely promising, as each scenario's maximum performance results, measured by Load Runner programs, reached target indexes. Also, as a result of the usability test, all participants, including non-digital signage system users (novices), were able to easily learn all the tasks. As a result of user satisfaction survey, positive responses were exhibited for ease of learning and usability (LEU), helpfulness and problem solving capabilities (HPSC), affective aspect and multimedia properties (AAMP), commands and minimal memory load (CMML), and control and efficiency (CE).

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

• Journal of Digital Convergence
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• v.17 no.1
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• pp.159-168
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• 2019

The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement.

• International Journal of Human Ecology
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• v.12 no.1
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• pp.65-73
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• 2011

This study examines the motivation, opportunity, and ability in the use of the internet by comparing young and aging consumers in the essential infrastructure of an information oriented society. Previous studies have conducted surveys about using computers and the internet instead of measuring the digital divide by using multilateral approaches; however, this study examines digital divide in terms of motivation, opportunity, and ability. Results suggested age, gender, and education level influenced motivation, opportunity, and ability in the use of the internet by consumers; in addition, the motivation and ability were different depending on occupation. The results show that the digital divide was mainly influenced by motivation and ability in offering a difference between the two groups of young and aging consumers, This study contributes to illuminate the differences between young and aging consumers to use the internet and to suggest implications in the perspectives of motivation, opportunity, and ability.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2010.10a
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• pp.139-140
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• 2010

This paper presents an indoor prototype for wireless digital signal transmission using Visible Light Communications (VLC) in which high power Light Emitting Diode (LED) is used. Using low cost and off-the-shelf components, the transmitter module is constructed using an AVR Atmega128 microcontroller and commercial white beam LEDs. Modulating the light intensity of the LED enables digital signals to be transmitted across the optical link. The receiver module employs a high speed PIN photodetector for optical signal detection and a recovery circuit for optical-electro signal conversion. By sending digitalized data via VLC technology, many applications can be realized in the areas of consumer advertising, traffic safety information and disaster control.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.3
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• pp.303-310
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• 2020

The study aims to evaluate the factors affecting the intention to use digital banking in Vietnam. Multivariate data analysis techniques (Cronbach's Alpha test, Confirmatory Factor Analysis, Structure equation model) are used for the survey data collected from 201 customers who have access to digital banking. The analysis results show that: (1) attitude towards the service, perceived usefulness has a positive impacts on the intention to use; (2) convenience does not affect the intention to use digital banking services; (3) perceived usefulness factor has a positive effect on the attitude towards the service; (4) The perceived risk has a negative impact on attitude towards the service; (5) trust has no effect on the attitude towards the service; (6) ease of use has a positive impact on perceived usefulness; (7) trust has a positive effect on perceived risk. From the results of this study, perceived usefulness has a positive effect on attitude and intention to use the service. Therefore, it is necessary to enhance the sense of the usefulness of customers through media advertising and consulting so that customers fully understand the benefits brought about by using digital banking services. Perceived risk has a negative impact on attitude towards the service.

• Journal of Digital Convergence
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• v.9 no.1
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• pp.201-212
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• 2011

This study is to carry out meta-analysis on doctoral dissertations which had been written after 2004 when the empirical analysis about digital politics had begun. This study aims to identify tendency of recent analysis. For this purpose, it classifies the research trends of digital politics as political participation, political process, political advertising and election campaigns, and examines the researcher's definition, framework of empirical analysis, and all the results. Moreover, the study systematically summarizes the research model, analysis unit, concept and its components in order to ensure availablity so that the information could be available for the further research.

• Journal of Digital Convergence
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• v.18 no.11
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• pp.195-205
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• 2020

As the use of the Internet has become more common worldwide, digital marketing has gained a great weight as an advertising medium. Low cost and effective digital marketing tools include websites, eyes, blogs, search advertisements, online banners, mailings, YouTube, etc., which most companies around the world use one or more of them for digital marketing. I have. In this environment, global companies with more than one overseas subsidiary have become very interested in how to establish and implement digital marketing strategies. However, many studies have been conducted on the necessity of digital marketing and its implementation strategy, but there are no studies on specific implementation methods that can be applied in practice. Therefore, in this study, we intend to define digital marketing suitable for global SMEs, establish a promotion strategy model, and present a specific implementation strategy establishment planl. Through this, we intend to contribute to establishing a general-purpose SME global digital marketing strategy.