• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.29-37
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• 2016

With the emergence of SNS, TV, newspapers and radio, which are one-way communication media, have become less important. Therefore social networking enables social networking beyond the constraints of time and space, and communication and emotional communication required for social relations have emerged as a factor in the importance of social media. Social media, which is based on rapid connectivity and scalability, is an medium of expression that is advantageous for companies and consumers to communicate more easily than traditional advertising media. Advertising can form a consensus that consumers and companies can create an atmosphere of friendly conversation because of the social media that has the efficiency of communication. This study compares two ads. One is the advertisement of 'Bear and Hare', an animation of John Lewis department store in the UK, where a new form of advertising marketing strategy is fused with emotional storytelling and social media. The second is an advertisement of LG, 'I love you LG' to be. Social media should be remembered as a warm and loving company in the heart of customers through open communication with customers, rather than companies that pursue merit profits by using social media ads as a medium of emotional transmission to consumers. It is a study on useful advertising strategy that can pursue the sales of the company at the same time.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.723-733
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• 2021

'Reboot' and 'Homage' are using as creative techniques in traditional storytelling media fields such as movies or dramas, but the possibility of expanding the transmedia story world has not yet been presented. This study was written to present a new concept of transmedia story world expansion type using the 'Reboot' and 'Homage' methods. 'Reboot' and 'Homage' are typical storytelling methods of K-POP idol groups that need to develop content. I selected , , and , which have built their story world, and examined both the narrative creation section and the marketing application section. The result of the study is as follows. First, EXO is an example of a reboot case. They set the original set as 'past' and insert the new storylines. Second, BTS is an example of a character's reboot. They built a story world by paralleling 'Idol BTS' and 'Character BTS'. Third, Wanna One is an example of the original story world's homage. They reorganize the story world of and attracting the attention of the existing audience. Fourth, BTS is an example of other media homage which reinterprets the meaning of BTS characters and story world by using the meaning of classic works.

• 지역과문화
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• v.6 no.3
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• pp.1-28
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• 2019

These days sex has become a tool of interest, a constant stream of sex crimes occurs and it brings the age of population cliffs to an age of low birth rates. As an alternative to overcome these problems, we should establish the praying for a child, which has been our ancestors' way of life, as a sacred culture that holds the mystery of life-birth with a new awareness. Therefore, the purpose of this study is not to re-enact the Zhaungam area as a fun and interesting place, but as a sacred place to pray for the nobility, longevity and wealth of life. Based on the spirit of natural love, meeting, healing, and love based on the spirit of traditional culture, Doridori was chosen as the main theme of the project based on the spirit of natural love and life-respect, and the name "Doridori Secret Garden" was given out of 10 medals in Dandong for tourism storytelling. Cultural content becomes a marketing tool for the region and acts as a force for tourists to visit the area. In this context, it was confirmed that the creation of "Doridori Secret Garden" could lead to a high value-added industry that attracts tourists by enhancing the brand value of Andong and showing sufficient significance to become a new attraction. This study is intended to re-create the Zhaungam area as a sacred place to pray for the nobility of life and longevity and wealth of life, noting that people still pray for the birth of their children in Zhaungam and Zhagungam.

• Fashion & Textile Research Journal
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• v.20 no.2
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• pp.143-155
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• 2018

The purpose of this study is elucidate the status and role of fashion house museums including art museums that are affiliated to luxury fashion brands. This study is significant in that it offers profound understanding of the history of luxury brands and the direction of communication these luxury brands are taking through online and offline museums. For research methods in this study, literature review and case studies were combined. Based on the luxury type classification by Sicard, the scope of research was determined to include the French classical luxury brands to modern luxury brands and contemporary luxury brands. Examining the current status of fashion house museums, it was found that Cartier Foundation for Contemporary Art is an art museum operated by the luxury fashion brand, Cartier. Other fashion house museums in operation included $Herm{\grave{e}}s$ Museum, Foundation Louis Vuitton Museum, $Crist{\acute{o}}bal$ Balenciaga Museum, Yves Saint Laurent Museum, Gucci Museum, Christian Dior Museum, Prada Foundation Museum, Ferragamo Museum, Armani Silos, and so on. As for online museums, there was Valentino Garavani Virtual Museum. These luxury fashion brands' museums serves the following roles: provides references to the fashion industry professionals and researchers; differentiates the brand as means of experience marketing; promotes the brand and enhances brand communication through exhibitions of the founder and designers; archive the brand's design and builds the brand's history as a means of storytelling marketing.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.139-152
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• 2015

One of the most latest trends in today's marketing practice is to create branded contents for interacting with online consumers. Marketers are increasingly adopting behind-the-scene contents which disclose a brand's backstage information in their contents marketing efforts. The current study conceptualizes this behind-the-scene storytelling based on dramaturgical theory and investigates its impacts on consumer responses. The study also examines how consumers advertising skepticism level would influence on the evaluation of branded contents. In addition, the moderating role of advertising skepticism in evaluating brand's backstage information is investigated. The findings suggests that consumers who are exposed to brand's backstage indicate greater information attitude, brand attitude, and purchase intention than those who are not exposed to brand's backstage. Also consumers who have lower advertising skepticism evaluated branded contents more positively than high ad skepticism consumers. Lastly, the moderating role of advertising skepticism on the impact of brand's backstage disclosure is reported.

• The Journal of Industrial Distribution & Business
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• v.11 no.3
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• pp.63-71
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• 2020

Purpose: Most of all studies regarding corporate social responsibility have been dealing with its direct performance. Many previous studies provided the evidence that corporate social responsibility activities directly affect firms' competitiveness or corporate reputation. However, there are no studies regarding the role of social capital between corporate social responsibility and firms' competitiveness. The present study aims to examine a mediating role of social capital between corporate social responsibility and corporate reputation. Research design, data and methodology: The structural equation model integrating corporate social responsibility, social capital, and corporate reputation was proposed with three hypotheses. Questionnaire including 15 question items for three concepts was designed. Data for testing hypotheses were collected from students and staff who had experienced the social responsibility activities of Korea Hydro & Nuclear Co. Ltd. SPSS and SmartPLS were used to analyze data. Results: All three hypotheses were supported at the significance level of 0.01. Corporate social responsibility have a significant influence on social capital as well as corporate reputation. Social capital plays a mediating role in the relationship between corporate social responsibility and corporate reputation. Conclusions: The present paper identified a missing link between corporate social responsibility and corporate reputation by validating an indirect effect of corporate social responsibility on corporate reputation through social capital. The present study contributes to finding the indirect link between corporate social responsibility and corporate reputation. Implications for academics and practitioners. The research model can be extended to analyze the relationship between corporate social responsibility and its performance. The present study sheds light on identification of a new role of social capital. Managers of firms have the opportunity to recognize the fact that investment recovery of corporate social responsibility results from social capital and corporate reputation in long-term rather than short-term. The results of this study offers an insight that managers can enhance customer loyalty. The process linking corporate social responsibility to corporate reputation through social capital implies that firms can realize spiritual marketing delivering authentic storytelling through corporate social responsibility. The present study has a limitation for generalizing of research results because the sampling came from a case of firm.

• Science of Emotion and Sensibility
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• v.23 no.1
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• pp.57-68
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• 2020

This research investigates how digital design agencies and client companies incorporate design thinking-a human-centered approach to solving difficult problems-into their website development processes. Based on a literature review on the design-thinking-driven web development process, multiple case studies of award-winning website projects were performed by in-depth interviews with key practitioners. Through analyses of these cases, their user-centered approaches for website innovation were identified according to the following four phases: web planning (discovery and defining phases) and web design and development (development and delivery phases). Moreover, distinct approaches of design thinking practices were identified according to two website types: a brand promotion website with a killer brand storytelling approach; and a service channel website with a strategic UI/UX-driven approach. Next, the key success drivers of these website projects were suggested in light of the typical themes of design thinking (i.e., human centeredness, research based, context awareness, and collaboration). Some practical limitations were also found in adopting the design-thinking-driven web development process, such as limited research methods and tools, and insufficient prototyping and experimentation. Along with these limitations, it was also discovered that current digital design agencies still face the following challenges in adopting the design-thinking-driven web development process: building a long-term, playful partnership with clients; leveraging decision-makers' design thinking awareness; and coping with limited resources (design thinking practitioners, budgets, and schedules).

• Journal of the Korean Society of Costume
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• v.62 no.1
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• pp.137-151
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• 2012

The purpose of this study was to examine how recently fashion brands tried to design Facebook contents for their promotion strategies, and how to encourage customer's empathy and participation for communication content. For this study, 17 domestic and foreign fashion brand facebook contents were analyzed. The results of the study were as follows. First, fashion brands provided product information through various methods such as the Facebook fan styling pictures contest which attracted voluntary participation from fans, an emotional product introduction video with effective storytelling techniques, and pictures and videos of a new season collection that were always viewable and able to be evaluated. Secondly, Facebook contents of brand promotion that contributed to the brand image and loyalty formation were identified. Fashion brands encouraged their fans to be involved in socially-oriented marketing and brand community. Moreover, telling the story of the brand history and brand management enhanced brand involvement of fans. Finally, fashion brands communicated actively with their fans providing information that aroused their interest. They gave tips on how to improve the quality of life, provided useful applications that offered various benefits in everyday life. Based on this result, implications of Facebook contents management as a promotion strategy were further discussed.

• Korean Institute of Interior Design Journal
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• v.22 no.5
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• pp.68-77
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• 2013

'The Third space,' which is the concept that embraces sociological, spatial, and marketing concepts, refers to the place which is other than the home and the workplace and which is a comfortable frequented place where meditation, psychological relaxation, and social needs can be satisfied. 'The Third space' has the characteristics of comfort, openness, interactivity, playfulness, and diversity. In modern times, most of consumption spaces play the role of 'the Third space,' and the typical example is $Caf{\acute{e}}$. $Caf{\acute{e}}$ began from its origin with the characteristics of 'the Third space,' and recently it has become the complex cultural space of urban dwellers. $Caf{\acute{e}}$ as 'the Third space' has the characteristics of a healing space, communication space, personalized space, value-expressive space, culture and consumption space, nomad space. Such characteristics of $Caf{\acute{e}}$ are well represented in the cafes around the regions where 'street culture' has recently been formed. As examined through the examples, $Caf{\acute{e}}$ as 'the Third space' can be more strategically produced by establishing themes through storytelling, giving spatial identity through style creation, diversifying the sequence through complex space organization, and establishing interaction devices through experience elements.

• Korean Journal of Human Ecology
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• v.21 no.6
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• pp.1145-1160
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• 2012

This study empirically compared generational differences in responses between baby boomers, Generation X, and Generation Y groups as measured by key variables related to advertisement. The respondents in this study were consumers throughout Korea, with 914 survey questionnaires used for the final analyses. Eight of the original 10 hypotheses were validated and two were rejected. Both baby boomer consumers and Generation Y consumers showed more positive responses to affective advertisements than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards humorous advertisements than their baby boomer and Generation X counterparts. The effect of advertising models on the evaluation of advertisements was greater among Generation Y consumers than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards storytelling-type marketing than their baby boomer and Generation X counterparts. Baby boomer consumers showed more positive attitudes towards symbolic advertisements than their Generation X and Generation Y counterparts. Generation X consumers showed more positive attitudes towards functional advertisements than the baby boomer and Generation Y groups. There were significant differences in attitudes towards two types (symbolic and functional) of advertisements in both baby boomer consumers and Generation X consumers.