• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.92-104
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• 2015

Many publishing companies go to storytelling marketing through facebook in these days. Because storytelling marketing through facebook is thought for publishing company as useful marketing method in accordance with the increase of social media user. Thus, this study classified storytelling marketing type by episode, experience, anniversary, information and also analyzed the difference of cognitive reaction, emotional reaction and variables which effect to purchase intention according to each storytelling marketing type. As the results, anniversary type and information type got more positive reaction from responses rather than episode type and experience type with respect to likability, reliability, informativeness, engagement. Also engagement, likability, informativeness are revealed as major variables which effect to purchase intention of each storytelling type. Thus, storytelling marketing of publishing company through facebook need to focus on anniversary type and information type. And it is important to combine naturally the information regarding to book that publishing company want to sell with the fun, pleasure factors that story can give.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.315-329
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• 2016

The $21^{st}$ century is the age when the revolution of digital technology enables two-way communication and when emotional values are emphasized. Thus, it exerts influence on the fashion industry and fashion communication. Along with fashion shows, advertising and displays, many fashion brands have increased the use of fashion films. For that reason, this study examines the characteristics of fashion films made by fashion brands, based on the frame work of persuasion communication. For the research, literature reviews and internet website research were done and films of Chanel, Prada, Kenzo and Alexander Wang were analyzed. The definition and types of fashion films were redefined as terminology varied throughout previous studies prior to analyzing each case. As a result, a fashion film would be redefined as 'a digital image which a fashion brand publishes to consumers for the promotion of brand comprehension'. Also, five fashion film types, 'short film', 'campaign film', 'animation film', 'brand film' and 'show film' were redefined. The analysis provided three communication characteristics: reliability, engagement and intuition. First, reliability is attained when a fashion brand (sender) delivers brand message to consumers (receiver) consistently and unitedly. Second, engagement is attained when the type of fashion film (channel) delivers creative image features such as format, music, video technique to attract consumers' interest. Lastly, intuition is attained when a fashion brand (sender) delivers a message akin to brand identity and deepens consumers' understanding. In addition, this study tried to identify the unique usage tendency of brands that could serve as practice guidelines for other fashion brands.

• International conference on construction engineering and project management
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• 2022.06a
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• pp.33-41
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• 2022

Infrastructure procurement has been a major engagement route between China and Africa. This contributes immensely to the gradual infrastructure development seen on the continent. However, maturing discourse purports that these infrastructure collaborations lack intentionality in the continuous development of strategic guidelines and policies for effective implementation despite their uniqueness and criticality. This study proposes that an efficient approach to policy recommendations is through the political and economic analysis (PEA) of these partnerships using public-private partnership (PPP) optics. Unquestionably, these partnerships are representative of the concept of diplomatic transnational public-private partnership (DT-PPP) where infrastructure is procured through the collaboration of public (African governments) and private sector (Chinese state-owned corporations) who provide the managerial, financial, and technical resources for the project implementation. Given the quest for sustainable win-win, this study identifies strategies towards the realization of win-win in the implementation (i.e enablers of win-win) such that fairness and co-benefit, as well as interests, will be achieved. Thus, based on the PEA framework, case scenarios from Ghana and Nigeria using expert interviews identify the criticalities and best practices for the realization of these enablers at the development phase. Findings indicate more effort is required of the public sector (African host countries) in terms of people, structure/institutions, and the implementation processes. Recommendations include improvement of environmental management structures, contract administration procedures, external stakeholders/local community engagement mechanisms, knowledge and technology transfer procedures, and sector-based project operation and maintenance culture and systems. Additionally, actors must have emotional intelligence, good problem-solving abilities, and overall ensure cordial relationships for continued bilateral cooperation.

• Korean journal of communication and information
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• v.58
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• pp.201-221
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• 2012

The male audience for melodrama, a typical women's genre, has drawn little attention in the audience research. Thus, this paper examines how and in what context they watch it, as well as how they accept and rationalize their 'feminine' taste. And in-depth interviews were conducted with seven middle-aged males. While they acknowledge their feminine taste, they tend to legitimize and re-contextualize it in ways that may not contradict their notion of masculinity. Consequently, they often demonstrate seemingly contradictory attitudes oscillating between enjoying it and distancing themselves from their please of viewing. Yet, their acknowledgement of feminization hardly extends to an acceptance of being labelled 'feminine' men. They attempt to distance themselves from emotional engagement in television viewing, either through emotional self-censorship or under-valuation of the taste for the genre itself. Finally, they hardly connect their taste for the genre to a sort of active post-viewing practices of fandom. The results have considerable implications for understanding how the melodrama-viewing males keep traversing the boundaries of gender-specific genres, and reconstitute the notion of masculinity.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.279-290
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• 2022

The popularization of mobile Internet applications has accelerated the development of smart tourism industry. Based on TAM and VAM theories, this paper studies the influencing factors of tourism App users' willingness to continue using through complex network and data analysis methods. Through the research, it is found that the improvement of service level and design concept of smart tourism application can accelerate the aggregation of complex networks and improve user engagement. At the same time, reasonable price service experience value, convenience service experience value, interactive service experience value, emotional design perception, ease of use design perception, entertainment design perception and other factors can have a direct impact on users' intention to continue to use, and there is a significant correlation. The smart tourism App's convenience and price advantage are the root of its competitiveness. The design concept can affect users' emotional experience and perceptual experience, and help smart tourism App improve users' satisfaction.

• Journal of Multimedia Information System
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• v.6 no.4
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• pp.309-316
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• 2019

Virtual Reality is broadly recognized as an "empathy machine". This reputation is due to the feeling of 'presence' that it provides to users, which is the sensation of being bodily present in a space, even when that space is virtual. The possibility of complete immersion attracts many creators looking to induce empathy and awareness about the most diverse subjects. One of the first types of VR non-fiction productions to be released was in the morally sensitive humanitarian documentary genre. This research aims to explore how VR productions differ from non-VR productions with a focus on humanitarian communication. Rather than targeting mechanical aspects of VR technology, this article compares the visual and narrative storytelling characteristics in VR and non-VR media. First, humanitarian communication and its nuances are explained. Then, 360° video filming characteristics are analyzed, followed by a comparison table contrasting VR and non-VR non-fiction. After evaluating VR non-fiction empirical studies, a discussion is initiated over the betterment of VR non-fiction storytelling in a way that could help it generate more empathy, since many productions seem to purely rely on the technology as a production novelty, and end up lacking emotional depth and audience engagement through story.

• Journal of Information Technology Applications and Management
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• v.30 no.4
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• pp.77-86
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• 2023

This study conducted sentiment analysis on Hong Kong cinema from two distinct eras, pre-2000 and post-2000, examining audience preferences by comparing keywords from movie reviews. Before 2000, positive keywords like 'actors,' 'performance,' and 'atmosphere' revealed the importance of actors' popularity and their performances, while negative keywords such as 'forced' and 'violence' pointed out narrative issues. In contrast, post-2000 cinema emphasized keywords like 'scale,' 'drama,' and 'Yang Yang,' highlighting production scale and engaging narratives as key factors. Negative keywords included 'story,' 'cheesy,' 'acting,' and 'budget,' indicating challenges in storytelling and content quality. Word2Vec analysis further highlighted differences in acting quality and emotional engagement. Pre-2000 cinema focused on 'elegance' and 'excellence' in acting, while post-2000 cinema leaned towards 'tediousness' and 'awkwardness.' In summary, this research underscores the importance of actors, storytelling, and audience empathy in Hong Kong cinema's success. The industry has evolved, with a shift from actors to production quality. These findings have implications for the broader Chinese film industry, emphasizing the need for engaging narratives and quality acting to thrive in evolving cinematic landscapes.

• The Korean Journal of Food & Health Convergence
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• v.10 no.2
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• pp.1-5
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• 2024

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

• Asia pacific journal of information systems
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• v.19 no.4
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• pp.101-124
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• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• Korean Journal of Cognitive Science
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• v.20 no.1
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• pp.51-77
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• 2009

Using a modified Posner's cue-target paradigm, we investigated whether negative cues attract more attention than neutral cues in anxious people. Previous studies used commonly an unbalanced proportion of valid and invalid trials(75% vs. 25% respectively). But in the present study, an equivalent proportion of valid and invalids trials was used for measuring detection speed of cues without participant's expectancy caused by the unbalanced proportion. Emotional words(Experiment 1) and facial expressions(Experiment 2) were used as cues for target locations. The result of Experiment 1 and 2 showed that threatening cues facilitated target detection in valid trials and interfered with it in invalid trials in anxious participants and a, reverse response patterns were found in non-anxious participants. This indicates that threatening cues attract more attention to the cued location in anxious people and in contrast, non-anxious people avoid threatening stimuli. In Experiment 3, we investigated the difference of validity effect across anxiety levels. The results showed that anxious participants gave less attention to cued location when the cues were non-informative whereas non-anxious participants gave more attention to cued locations in the same condition. We discussed two kinds of cognitive bias caused by anxiety levels: attentional bias and proportion related bias.