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A Study on Strategic Management of Native Advertisement (네이티브 광고의 전략적 관리방안에 관한 연구)

  • Son, Jeyoung;Kang, Inwon
    • Management & Information Systems Review
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    • v.38 no.1
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    • pp.63-81
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    • 2019
  • In order to overcome the disadvantages of banner ad, pop-up ad, interstitial ad, which are existing web advertisement forms, native ad is actively utilized. Native advertising is considered to be a useful advertising technique in that it can reduce users' rejection and attract attention. However, in recent years, there have been a lot of fake news and fake contents that have turned articles or video contents into advertisements. The purpose of this study is to understand how firms can coordinate and control native advertisements in a rational way. For this analysis, we conducted a survey of 308 social media users using quota sampling method. As a result of the verification, it was found that the more negative the perception of the evaluation of the advertisement, the less the level of persuasion about the advertisement and the negative impact on the website where the advertisement is exposed. In addition, this study examined the influence of the negative stimulus factors on the qualitative performance of the firm. As a result, it was found that source non-expert had the highest effect on skepticism on ad. Also, platform overflow has a direct effect on the evaluation of the website as well as the negative evaluation of the advertisement. Moreover, this study provides concrete implications for the subdivision market by verifying the differences between the paths according to the level of website involvement.

Social Big Data-based Co-occurrence Analysis of the Main Person's Characteristics and the Issues in the 2016 Rio Olympics Men's Soccer Games (소셜 빅데이터 기반 2016리우올림픽 축구 관련 이슈 및 인물에 대한 연관단어 분석)

  • Park, SungGeon;Lee, Soowon;Hwang, YoungChan
    • 한국체육학회지인문사회과학편
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    • v.56 no.2
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    • pp.303-320
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    • 2017
  • This paper seeks to better understand the focal issues and persons related to Rio Olympic soccer games through social data science and analytics. This study collected its data from online news articles and comments specific to KOR during the Olympic football games. In order to investigate the public interests for each game and target persons, this study performed the co-occurrence words analysis. Then after, the study applied the NodeXL software to perform its visualization of the results. Through this application and process, the study found several major issues during the Rio Olympic men's football game including the following: the match between KOR and PIJ, KOR player Heungmin Son, commentator Young-Pyo Lee, sportscaster Woo-Jong Jo. The study also showed the general public opinion expressed positive words towards the South Korean national football team during the Rio Olympics, though there existed negative words as well. Furthermore the study revealed positive attitude towards the commentators and casters. In conclusion, the way to increase the public's interest in big sporting events can be achieved by providing the following: contents that include various professional sports analysis, a capable domain expert with thorough preparation, a commentator and/or caster with artistic sense as well as well-spoken, explanatory power and so on. Multidisciplinary research combined with sports science, social science, information technology and media can contribute to a wide range of theoretical studies and practical developments within the sports industry.

Discovering the Knowledge Structure of Graphene Technology by Text Mining National R&D Projects and Newspapers (국가R&D과제와 신문에서 텍스트마이닝을 통한 그래핀 기술의 지식구조 탐색)

  • Lee, Ji-Yeon;Na, Hye-In;Lee, Byeong-Hee;Kim, Tae-Hyun
    • The Journal of the Korea Contents Association
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    • v.21 no.2
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    • pp.85-99
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    • 2021
  • Graphene, called the "dream material" is drawing attention as a groundbreaking new material that will lead the era of the 4th Industrial Revolution. Graphene has high strength, excellent electrical and thermal conductivity, excellent optical permeability, and excellent gas barrier properties. In this paper, as the South Korean government recently announced Green New Deal and Digital New Deal policy, we analyze graphene technology, which is also attracting attention for its application to Corona 19 biosensor, to understand its national R&D trend and knowledge structure, and to explore the possibility of its application. Firstly, 4,054 cases of national R&D project information for the last 10 years are collected from the National Science & Technology Information Service(NTIS) to analyze the trend of graphene-related R&D. Besides, projects classified as green technology are analyzed concerning the government's Green New Deal policy. Secondly, text mining analysis is conducted by collecting 500 recent graphene-related articles from e-newspapers. According to the analysis, the field with the largest number of projects was found to be high-efficiency secondary battery technology, and the proportion of total research funds was also the highest. It is expected that South Korea will lead the development of graphene technology in the future to become a world leader in diverse industries including electric vehicles, cellular phone batteries, next-generation semiconductors, 5G, and biosensors.

Exploratory Big Data Analysis of Albert Camus's La Peste in Post Corona era (포스트 코로나 시대 알베르 카뮈의 『페스트』에 관한 탐색적 빅데이터 분석)

  • MIN, Jinyoung
    • The Journal of the Convergence on Culture Technology
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    • v.7 no.1
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    • pp.432-438
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    • 2021
  • This dissertation's object is to confirm the drastic popularity of La Peste of Albert Camus in Korea post-corona society using big data as the mean of inductive research. Analyzing news articles concerning Camus and investigating word frequency of the book La Peste will affirm the implications La Peste has on current Korea society as the outbreak spreads. As an analysis tool, Bigkinds of Korea Press Foundation and Nuagedemots, the French version of Word Cloud were used. For the past 30 years, Albert Camus has been known in Korea as the writer of L'étranger, but after the epidemic, he earned more reputation with La Peste. Compared to L'étranger that rebelled against the world's absurdity with ennui, La peste emphasizes the importance of resistance accompanied by solidarity. La peste conveys hope by depicting disastrous situations of citizens who confront the plague by organizing a health college. The novel delivers a lot of ethical inspiration to humanity in this exceptional circumstance of COVID-19.

Analysis of the Study Trend of Glass Ceiling by Period Using Text Mining (텍스트 마이닝을 이용한 시대별 유리천장 연구동향 분석)

  • Kim, Young-Man;Lee, Jin Gu
    • The Journal of the Korea Contents Association
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    • v.21 no.8
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    • pp.376-387
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    • 2021
  • This study is to analyze the research trends related to the 'glass ceiling' phenomenon using big data analysis methods and to suggest social implications. To analyze the research trends of 'glass ceiling', the historical event that broke the 'glass ceiling' was set as an important issue, and keywords were collected by dividing park's term into three. Before, throughout and after, her term. As a result of frequency analysis, research was conducted based on 'public servants' which was selected as the main keyword in the first period, while 'women's work family compatibility' was chosen as the main keyword group in the second period. In the third period, keywords for women's occupational groups were being diversified. As a result of applying CONCOR techniques to make the studied main topics grouped, we were able to confirm that the main issues were the differentiating factors, the customary gender discrimination culture, the jobs aimed for studying, the work-family balance, the glass ceiling and the organizational performance adjustment factors, the public sector, organizational performance, and the private sector. Besides work-family compatibility support system, it was suggested as a social implication that research on improving the system to resolve the glass ceiling factor and to expand the target jobs to give solutions to real-life issues were needed, and also suggested that research on the 'glass ceiling' which the general public perceives through social medias or articles in the news, was needed in the future.

An Exploratory Study on Local Community Food Issues in the Context of COVID-19: Focusing on Social Big Data through Regional Issues (코로나19 상황에서 지역사회 먹을거리 이슈에 관한 탐색적 연구: 지역별 이슈를 통한 소셜 빅데이터를 중심으로)

  • Choi, Hong-Gyu
    • The Journal of the Korea Contents Association
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    • v.21 no.8
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    • pp.546-558
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    • 2021
  • This study focused on analyzing the contents of social big data produced in the online space, dealing with issues related to food in the community in the context of COVID-19. First, this study analyzed food-related issues that spread through regional websites and online community(cafes) after social distancing was implemented due to COVID-19. Next, this study analyzed the contents of food-related issues that spread through media news, SNS, and portals. As a result, there were more food-related posts on the homepages of other regions compared to the metropolitan areas such as Seoul and Gyeonggi, but in the case of online communities, there were more food-related issues in online communities registered in Seoul and Gyeonggi regions. Food-related keywords in regional online communities mainly contained content related to the local economy. In the media articles, SNS, and search portal issues, content that can be discussed in the consumption process of local community food-related policies, information, and products mainly appeared. Based on the results of the study, it was found that there is no specialized information sharing system for each community, that online communities can contribute to providing food information applicable to reality, and that it is possible to verify the performance of regional food policies through social media.

Exploring Opinions on COVID-19 Vaccines through Analyzing Twitter Posts (트위터 게시물 분석을 통한 코로나바이러스감염증-19 백신에 대한 의견 탐색)

  • Jung, Woojin;Kim, Kyuli;Yoo, Seunghee;Zhu, Yongjun
    • Journal of the Korean Society for information Management
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    • v.38 no.4
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    • pp.113-128
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    • 2021
  • In this study, we aimed to understand the public opinion on COVID-19 vaccine. To achieve the goal, we analyzed COVID-19 vaccine-related Twitter posts. 45,413 tweets posted from March 16, 2020 to March 15, 2021 including COVID-19 vaccine names as keywords were collected. The 12 vaccine names used for data collection included 'Pfizer', 'AstraZeneca', 'Modena', 'Jansen', 'NovaVax', 'Sinopharm', 'SinoVac', 'Sputnik V', 'Bharat', 'KhanSino', 'Chumakov', and 'VECTOR' in the order of the number of collected posts. The collected posts were analyzed manually and automatedly through keyword analysis, sentiment analysis, and topic modeling to understand the opinions for the investigated vaccines. According to the results, there were generally more negative posts about vaccines than positive posts. Anxiety about the aftereffects of vaccination and distrust in the efficacy of vaccines were identified as major negative factors for vaccines. On the contrary, the anticipation for the suppression of the spread of coronavirus following vaccination was identified as a positive social factor for vaccines. Different from previous studies that investigated opinions about COVID-19 vaccines through mass media data such as news articles, this study explores opinions of social media users using keyword analysis, sentiment analysis, and topic modeling. In addition, the results of this study can be used by governmental institutions for making policies to promote vaccination reflecting the social atmosphere.

Storytelling Strategy of and Its Potential to Evolve into Transmedia Franchise (<자이언트 펭TV> 스토리텔링 전략과 트랜스미디어 스토리텔링으로의 가능성)

  • Cho, Hee-Young
    • Journal of Korea Entertainment Industry Association
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    • v.14 no.3
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    • pp.211-227
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    • 2020
  • This study intends to analyze the storytelling strategy of EBS's YouTube channel , which has been creating a remarkable cultural phenomenon since April 2019, and to examine the potential for its transition to transmedia franchise. Based on Henry Jenkins'seven principles of transmedia storytelling, shows satisfactory relevance in all but 'multiplicity'out of the 10 capacities consisting of the principles. In particular, was found excellent in terms of core capacities such as 'spreadability', 'immersion', 'worldbuilding', 'continuity', 'drillability' and 'performance'. In addition, critical discourse analysis(CDA) in sociocultural practice dimension of the keywords of the related news articles has discovered that is strongly linked to the following five values: 'social integration', 'resistance against authoritarianism', 'self-dignity and reasonable individualism', 'gender neutrality' and 'ecologism', indicating the reason why the work has been able to resonate so extraordinarily with participants across all generations. By answering the two chosen research questions, this study has proved that has high potential to be successful in evolving into transmedia franchise, while keeping building a new realm of edutainment storytelling by cleverly exploiting EBS's unique identity as a public education broadcaster. is viewed as an exceptional property capable of advancing transmedia storytelling in the local market; thus, productive arguments and contemplation over its evolution in storytelling needs to continue so that it can maintain a long-lasting positive influence.

Effects of Exposure to Cooking Show Contents on the Consumption of Agricultural Products: Focused on Potato Consumption (쿡방 콘텐츠 노출이 농식품 소비에 미치는 효과: 감자 소비를 중심으로)

  • Rah, HyungChul;Kim, Hyeon-Woong;Ko, Hyeonseok;Shin, Jaehoon;Cho, Yongbeen;Nasridinov, Aziz;Yoo, Kwan-Hee
    • The Journal of the Korea Contents Association
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    • v.21 no.12
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    • pp.400-407
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    • 2021
  • Recently, mukbang and cookbang or cooking shows on TV and YouTube channels have increased, and the influences of these broadcasts on food consumption have been gradually increasing. There were several news articles on 'Baek Jong-won effect', in which the consumption of the agri-food Mr. Jong-won Baek mentioned on his broadcast soared, and even foods named after him are on the market. In this study, Mr. Jong-won Baek, who produces influential cooking contents through various media, was taken as a representative example. We evaluated if 'Baek Jong-won effect' exists on potato consumption, which Mr. Jong-won Baek broadcasted potato cooking recipes on TV and YouTube. After the potato recipe was broadcasted for the first time on the TV show called HomeFoodRescue, the differences in the amount of money to purchase potatoes before and after the broadcast were estimated by using the money amount to purchase data of Agri-food consumers panel and the difference-in-differences method at 6 time points (3, 6, 9, 12, 24, and 36 months). Among the time points analyzed, the potato purchases at post-broadcast were less than those at pre-broadcast. No results were observed suggesting the existence of 'Baek Jong-won effect' on potato consumption through HomeFoodRescue show in the study.

Matching Analysis between Actress Son Ye-jin's Core Persona and Audience Responses to Her Starring Works (배우 손예진의 코어 페르소나와 주연 작품에 대한 수용자 반응과의 정합성 분석)

  • Kim, Jeong-Seob
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.4
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    • pp.93-106
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    • 2019
  • Persona is an actor's external ego constructed by playing various roles, and his/her another self-portrait in the eyes of the audience. This study was conducted to analyze persona identity containing core persona(CP) and to gain implications for the growth strategy of the actress Son Ye-jin called "melo queen" by verifying consistency between the CP and audience responses to her starring works of the past. According to the related theories and models, the persona was firstly set as image, visuality, personality and consistency, and it was used to extract and sort descriptive texts about Son related news articles in the last 5 years of the six major Korean newspapers using the content analysis method. After that, we analyzed the number of viewers of her movies and the audience share of her dramas by genre. As a result, Son's persona components were found to have a proportion for 54.2% images (34.0% for melo and romance images, 20.2% for non-melo and romance images), 25.6% for visibility, 13.8% for consistency, and 6.4% for personality. Her CP was derived from a melo and romance image. Comparing this with the audience reaction, the melo romance genre dominated and showed consistency in the drama, but in the case of the film, the non-melo romance was dominant and did not match each other. The results were attributed to a wide gap between dramas and movies in terms of key viewers, box office factors, degree of genre hybridity and experimentality. Therefore, Son should actively use her CP in the drama and challenge the various roles in order to expand her persona spectrum in the film.