• Asia Marketing Journal
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• v.16 no.4
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet

• Korean Journal of Clinical Laboratory Science
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• v.51 no.2
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• pp.177-184
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• 2019

Mycobacteria grow slowly. Therefore, a solid medium should be used for eight weeks and a liquid medium for six weeks. The purpose of this study was to find the growth factors that can grow Mycobacterium rapidly and to help develop a solid medium for rapid identification. Three types of Mycobacterium growth factors were evaluated with 10 Mycobacteria by adding activated charcoal, defibrinated sheep blood, and L-ascorbic acid to $Difco^{TM}$ Mycobacteria 7H11 agar (Becton, Dickinson and Company, Sparks, MD, USA). The time to detection and the distinguishability of a colony were compared with that of the current method. In the rapidly growing Mycobacterium, the difference in detection time between the new media and conventional media confirmed that the new media was faster. M. kansasii and M. intracelluare grew faster in 7H11 C than in 7H11 medium. MTB grew faster than the other media in 7H11 C. This study confirmed that the two growth factors affect fast-growing Mycobacteria and slow-growing Mycobacteria. 7H11 C showed better distinguishability than the conventional media in all 10 Mycobacterium due to the color contrast. In particular, when the MTB was grown, the size of the colonies was larger than with other media, so visualization was easy.

• Journal of Digital Convergence
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• v.14 no.5
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• pp.391-402
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• 2016

The purpose of this research, paying attention on the exaggerated advertisements on online sport media, was to investigate the illegality of the article typed advertisement of online sport media. The results of this research were as follows; First, the article typed advertisements are the assets of the media company as other articles or advertisements. Second, the persons of capacity to act are defined with sport online media, advertiser and customers. Third, the exaggerated advertisements of the sport online media and advertiser are regulated by Korean legal system. Fourth, when victims occurred, the rights of claim for damages could be activated based on the article 750 of the Korean Civil Law. Fifth, the liability for damages may be imposed by Korean Civil Law to the sport online media restrictively.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.332-346
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• 2014

The study supports not only the implicative results and strategic implication to social media staff and managers, but also extended the marketing studies in Korean financial institutions. This paper examined the effect of market orientation on social media marketing performance in the Korean financial institituions. Narver and Slater's market orientation theory was employed for the structural equation model framework. Indirect and direct implication on the social media marketing performance were analyzed. This study conducted online survey social media marketing staff and managers in 230 Korean financial institutions such as banks, securities, asset management, credit card, insurance companies. 102 responses were collected and analyzed. The results revealed that financial institutions' customer orientation, competitor orientation and inter-functional coordination have a positive impact on marketing communications execution degree but not direct effect on social media marketing performance except competitor orientation. Although it does not appear to have a statistically significant association between market orientation two concepts such as customer orientation and inter-functional coordination, and social media marketing performance directly, the competitive orientation has statistically positive impact.

• Journal of the Korean Data and Information Science Society
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• v.24 no.3
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• pp.427-436
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• 2013

Social media is drawing attention among companies for its potential as a marketing tool. There are many types of social media and their characteristics are varied, and thus choosing the appropriate social media considering the purpose of the company is important. In this paper, we conduct comparative analysis on the popular social media such as Facebook, Twitter, Naver blog, Youtube, Cyworld and Me2day using multidimensional scaling method. The result shows that there are differences in the effectiveness of enhancing diverse dimensions of corporate image among social media. This result can be used in developing social media based marketing strategy.

• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.127-137
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• 2015

American media market produces and consumes video contents the most in the world. Recently, Korean media contents appeals more than ever to Americans who consume them through online streaming service. This phenomenon reveals a green light which shows a need to seek for new methods in concentrated export area of Korean broadcasting market. To revitalize the exportation in this market, more differentiated strategies of exportation are needed. Therefore, in this study, we find out the activation plans to increase the exportation in American market. Through secondary data analyses with articles, home pages of each Korea TV station and depth interviews of executives of exportation of Korean broadcasting company.

• Korean Institute of Interior Design Journal
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• v.20 no.5
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• pp.114-124
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• 2011

The development in modern world media made information expansion and conversion much easier. These changes in media environment required a lot of companies to quickly respond to the overall environment and come up with new appropriate marketing strategies. Companies use experiential exhibition halls to enhance their images. The goal of the research is to set the basis for digital signage exhibition production characteristics as a spatial mechanism by presenting the need to use the digital signage as a tool. Digital signage expands senses and connects internal and external space. There are many types of digital signage (display, projection, special media, etc) and they are informative, aesthetic, inductive, and amusing. For research methods, Korean companies' exhibition halls sample analysis and surveys were executed to analyze the awareness, expression characteristics, effects, and usage status of digital signage. In conclusion, corporate exhibition halls should: 1. be an interesting and comfortable space that can be used as a communication tool between the company and consumers 2. increase corporate potentials and faith by expanding human senses and inducing new experiences 3. continue to capture the interest of spectators through diversity.

• Journal of Information Management
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• v.42 no.4
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• pp.225-242
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• 2011

With the development of the IT and internet, companies try to use Blogs, Twitter, Facebook, smart phone for their marketing and customer relationship management. What is called social media marketing appear and it lead to new value creation to the company. However, until now most of libraries in Korea didn't have much interest in marketing and PR. In recent, libraries are starting to be interested in marketing and social network service. Library try to use social network service for marketing. This research introduces the various cases and status of using social network service for marketing in Korea and international library field, analyzes these cases from a marketing perspective. Finally, this research suggests the considerations and successful strategy for using social media marketing in library field.

• Annual Conference on Human and Language Technology
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• 2017.10a
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• pp.194-196
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• 2017

기존의 단어 기반 접근법을 이용한 개체 연결은 단어의 변형, 신조어 등이 빈번하게 나타나는 비정형 문장에 대해서는 좋은 성능을 기대하기 어렵다. 본 논문에서는 문서 임베딩과 선형 변환을 이용하여 단어 기반 접근법의 단점을 해소하는 개체 연결을 제안한다. 문서 임베딩은 하나의 문서 전체를 벡터 공간에 표현하여 문서 간 의미적 유사도를 계산할 수 있다. 본 논문에서는 또한 비교적 정형 문장인 위키백과 문장과 비정형 문장인 소셜 미디어 문장 사이에 선형 변환을 수행하여 두 문형 사이의 표현 격차를 해소하였다. 제안하는 개체 연결 방법은 대표적인 소셜 미디어인 트위터 환경 문장에서 단어 기반 접근법과 비교하여 높은 성능 향상을 보였다.

• Korean Institute of Interior Design Journal
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• v.19 no.5
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• pp.173-181
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• 2010

Opened on November 2008, as the public exhibition center of a telecommunication company, T.um is dedicated for delivering the future ubiquitous technologies and business vision of the company leading domestic mobile communication business to the global expected clients and business partners. Since the public opening, not only over 18,000 audiences in 112 nations have been visiting T.um, but also the public media have been releasing news regarding the ubiquitous museum constantly. By the reasons, T.um is regarded as a successful case for public exhibition centers. The most distinguished quality of the museum is established by the Location Based Service technology in the initial construction stage. A visitor in anyplace of T.um can be detected by digital devices equipped GPS systems. The LBS system in T.um allows visitors to get the information of relevant technologies as well as the process of how to operating each content at his own spots by smart phone of which wireless network systems make it possible. This study is focusing on analyzing and defining the T.um special qualities in terms of technologies to provide the basic data for following exhibition space projects based on LBS. The special method of experiencing contents can be designed by utilizing the network system applied to T.um in the planning stage.