• International journal of advanced smart convergence
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• v.13 no.1
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• pp.129-139
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• 2024

In digital marketing, the strategic use of emojis in social media advertising, particularly on the Xiaohongshu app, significantly influences consumer acceptance and purchase behavior. This study examines the impact of emoji-laden advertisements and the role of brand metaphorical warmth on consumer perceptions. Employing a tailored questionnaire, the research explores how emojis affect brand advertisement reception, filling a gap in empirical research on emoji advertising effectiveness. Findings indicate that emojis, when used judiciously, enhance consumer acceptance and contribute to a positive brand perception. However, excessive use may undermine trust. Brand metaphorical warmth emerges as a crucial factor, suggesting that emojis can effectively convey warmth, fostering a deeper emotional connection with consumers. These insights offer practical implications for refining social media marketing strategies, advocating for a balanced approach to emoji usage in advertisements to optimize engagement and influence consumer behavior.

• Human Ecology Research
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• v.52 no.1
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• pp.43-53
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• 2014

The purpose of this study was to 1) investigate the characteristics of burnout of Korean elementary school students and 2) develop and validate the Korean Academic Burnout Scale-Elementary School Students (KABS-ESS). Fifty-one behavioral descriptions of burnout extracted through a preliminary survey, focus group interview, and literature review were administered to a sample of 531 elementary students of the 4th to 6th grade in Gyeonggi Province. The results of an exploratory factor analysis indicated that the structure of the burnout of Korean elementary school students consists of seven factors (i.e., inefficacy, avoidance, cynicism, emotional exhaustion, physical exhaustion, antipathy and cognitive exhaustion), and this structure of final 28 items was confirmed by the confirmatory factor analysis. The KABS-ESS showed a correlation of .771 with a representative academic burnout scale, Maslach Burnout Inventory-Student Survey, and -.561 with the academic engagement scale, indicating that both convergent and discriminant validities were confirmed. Furthermore, all fit indices of the structural equation model of the Schaufeli and Bakker's job demands-resources in an academic setting were satisfactory, and the possibility of the validity generalization of the model was supported. The demand variables predicting academic burnout and engagement were academic overload and parental pressure, while self-resilience, self-regulated learning strategies, and parental and the teacher's support were identified as the resource variables. Lastly, the implications and future direction of the present study were discussed.

• 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.

• Journal of Korea Society of Digital Industry and Information Management
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• v.20 no.2
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• pp.125-139
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• 2024

High turnover and short tenure in the gaming industry has been a problem since the 2000s. Although high turnover can increase the flexibility of working hours, it has a negative impact on labor stability, and the negative effects of turnover outweigh the positive effects for companies, so efforts are needed to reduce turnover intention, an antecedent of turnover. Therefore, this study investigated the factors affecting turnover intention of employees in the game industry, focusing on organizational commitment and job satisfaction, which are factors that affect turnover intention through previous studies. The results of the regression analysis and mediation effect verification by conducting a questionnaire survey on 221 employees in the game industry showed that emotional engagement among the components of organizational commitment influences turnover intention through job satisfaction. Therefore, it is important to provide goals such as game release and rewards to keep employees emotionally engaged in order to reduce turnover intention.