• Title/Summary/Keyword: viewers' response

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A Big Data Study on Viewers' Response and Success Factors in the D2C Era Focused on tvN's Web-real Variety 'SinSeoYuGi' and Naver TV Cast Programming

  • Oh, Sejong;Ahn, Sunghun;Byun, Jungmin
    • International Journal of Advanced Culture Technology
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    • v.4 no.2
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    • pp.7-18
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    • 2016
  • The first D2C-era web-real variety show in Korea was broadcast via tvN of CJ E&M. The web-real variety program 'SinSeoYuGi' accumulated 54 million views, along with 50 million views at the Chinese portal site QQ. This study carries out an analysis using text mining that extracts portal site blogs, twitter page views and associative terms. In addition, this study derives viewers' response by extracting key words with opinion mining techniques that divide positive words, neutral words and negative words through customer sentiment analysis. It is found that the success factors of the web-real variety were reduced in appearance fees and production cost, harmony between actual cast members and scenario characters, mobile TV programing, and pre-roll advertising. It is expected that web-real variety broadcasting will increase in value as web contents in the future, and be established as a new genre with the job of 'technical marketer' growing as well.

A Study on the Viewers' Reponses to In-Program Advertising According to TV Program Genre (프로그램 유형에 따른 중간광고에 대한 시청자 반응 연구)

  • Lee, Hyun-Seon
    • Korean journal of communication and information
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    • v.43
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    • pp.282-313
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    • 2008
  • Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.

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The User Perception in ASMR Marketing Content through Social Media Text-Mining: ASMR Product Review Content vs ASMR How-to Content (텍스트 마이닝을 활용한 ASMR 콘텐츠 분야에 따른 소비자 인식 및 구전효과 차이점 분석: ASMR 제품리뷰 및 ASMR How-to 콘텐츠 중심으로)

  • Tran, Hung Chuong;Choi, Jae Won
    • The Journal of Information Systems
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    • v.30 no.4
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    • pp.1-20
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    • 2021
  • Purpose Nowadays, Autonomous Sensory Meridian Response (ASMR) is rapidly growing in popularity and increasingly appearing in marketing. Not even in TV commercial advertisement, ASMR also fast growing in one-person media communication, many brands and social media influencers used ASMR for their marketing contents. The purpose of this study is to measure consumers' perceptions about the products in ASMR marketing content and compare the differences in communication effect of ASMR content creator between product review and how-to in the same Macro tier influencer - the YouTuber that has 10,000-100,000 subscribers. Design/methodology/approach The research methods selected ASMRtist that do product review content and how-to content, Text comments data was collected from 200 videos of tech-device review videos and beauty-fashion videos. A total of 52,833 text comments were analyzed by applying the LDA topic modeling algorithm and social network analysis. Findings Through the result, we can know that ASMR is good at taking attention of viewers with ASMR triggers. In the Tech device reviews field, ASMR viewers also focus on the product like product's performance and purchase. However, there are many topics related to reaction of ASMR sound, trigger, relaxation. In the Beauty-fashion field, viewers' topics mainly focus on the reaction of the ASMR trigger, response to ASMRtist and other topics are talking about makeup - fashion, product, purchase. From LDA result, many ASMR viewers comment that they feel more comfortable when watching the marketing content that uses ASMR. This result has shown that ASMR marketing contents have a good performance in terms of user watching experience, so applying ASMR can take more consumer intention. And the result of social network analysis showed that product review ASMRtist have a higher communication effectiveness than how-to ASMRtist in the same tier. As an influencer marketing strategy, this study provides information to establish an efficient advertising strategy by using influencers that create ASMR content.

CEO's Quality Management Rhetoric and Audience Response: Focusing on Samsung Group Chairman Kun-Hee Lee's 'Super-Class' Remarks (최고경영자의 품질경영 레토릭과 시청자 반응: 삼성 회장의 '초일류' 발언을 중심으로)

  • Heo, Man-Sup
    • The Journal of the Korea Contents Association
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    • v.22 no.5
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    • pp.174-186
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    • 2022
  • The present study explores how the quality management rhetoric commonly used by Korean CEOs tends to be composed and perceived by the public. To this end, articles of the remarks of Lee Kun-hee, the second founder of Samsung, are analyzed. The results show a rhetorical structure of quality management where the CEO offers a persuasive theme (quality management for a super-class enterprise) and practical measures (innovation and performance-based promotion) while coping with a rhetorical situation (an economic crisis). A multiple regression analysis of the response of 308 Korean college students who watched a video of Lee's remarks indicates that the more conservative the viewers are and the more they perceive the CEO's charm and expertise, the more likely they are to support the CEO's quality management rhetoric. The conservative viewers favorably responded to the entrepreneurship in the quality management rhetoric, while the progressives recognized the rhetoric as part of Korean-style neoliberalism that alienates ordinary workers.

Influence of 3D Characteristics Perception on Presence, and Presence on Visual Fatigue and Perceived Eye Movement (3D 영상 특성 인식이 프레즌스, 그리고 프레즌스가 시각 피로도와 인지된 안구운동에 미치는 영향)

  • Yang, Ho-Cheol;Chung, Dong-Hun
    • Journal of Broadcast Engineering
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    • v.17 no.1
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    • pp.60-72
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    • 2012
  • After the movie "AVATAR" became a good model of cash-cow in 3D movie, the profit of 3D-movie significantly reduced. One of the reasons why it happens comes from rare understanding of human factors for instance how viewers get immersed, but sometimes tired. Although 3D images should be more considered human visual system including eye, unfortunately most communication research ignored human factors. For those reasons this study observed the effect of 3D video on viewers' psychological response, especially for perceived eye movement, perceived characteristics, visual fatigue, and presence. With 90 participants, the results show that viewers' perceived feature effects on their presence. In detail, first, materiality and tangibility are more important factors than clarity in 3D video, and it means that when making 3D content or devices, materiality and tangibility should be considers that any other factor. Second, this study examined whether we perceive our eyes as media, and the result shows that as viewers' presence level became higher we perceive eye movements more, and as viewers' presence level became higher perceived visual fatigue became lower. This result means that when we move eyes, we interact with surrounded environment, so 3D content needs to provide vivid features to be more interactive. On the other hand, since level of presence increase visual fatigue, it must be balanced when producing and playing.

The Effect of the Technical and Virtual Creator Characteristics of Vtuber's Personal Broadcasting on Pleasure, Satisfaction, and Paid Sponsorship Intention: Based on the S-O-R Model (브이튜버(Vtuber) 개인방송의 기술적 특성과 가상 크리에이터 특성이 즐거움, 시청만족도 및 유료후원의도에 미치는 영향: S-O-R 모델을 기반으로)

  • Jin, Chengjun;Yang, Sung-Byung;Yoon, Sang-Hyeak
    • Journal of Information Technology Services
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    • v.21 no.5
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    • pp.107-127
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    • 2022
  • Personal broadcasting utilizing Vtuber, a virtual creator made of 2D or 3D avatars, has recently appeared and is growing in popularity. Vtuber is a virtual person who broadcasts on the Internet using 2D or 3D avatars with real-time motion capture and computer graphics technologies. While the personal broadcasting industry utilizing Vtuber is proliferating, related studies have mainly concentrated on technical issues. Therefore, in this study, the antecedent factors that form the technical characteristics and virtual creator characteristics of Vtuber personal broadcasting are derived using the Stimulus-Organism-Response (S-O-R) model. Then the effect of these factors on viewer pleasure and satisfaction, which lead to increased paid sponsorship is to be examined. Furthermore, we investigate how this influencing mechanism fluctuates based on the avatar type (2D vs. 3D). This study contributes to empirical examinations of viewers' paid sponsorship intention in Vtuber personal broadcasting through the S-O-R model. It also offers insights that technological or virtual creator characteristics could improve viewers' pleasure, satisfaction, and even paid sponsorship.

A Study on the YouTube Videos Content Characteristics of the National Archives of Korea (국가기록원 유튜브 동영상 콘텐츠 특성에 대한 연구)

  • Ok nam, Park
    • Journal of the Korean Society for Library and Information Science
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    • v.56 no.4
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    • pp.515-536
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    • 2022
  • The purpose of this study is to understand the content characteristics in YouTube videos of the National Archives of Korea. For this purpose, keywords, video data, and viewer responses were collected for 324 videos posted by the National Archives of Korea for five years since April, 2017. Social network analysis, topic modeling, and content analysis were performed. Based on this, the main keywords leading the YouTube videos of the National Archives of Korea, 7 major topics and 20 sub-topics were identified. The characteristics of the YouTube videos and keywords network were studies. In addition, video characteristics were analyzed as external characteristics, video editing and delivery methods, and content characters. The study found that the YouTube channel of the National Archives of Korea has been posting the videos related to various topics such as places, history, and events as well as the basic functions of the archives to induce viewers' interest in the archives. The study also identified the areas that needed to be improved such as low response from viewers, lack of content that could interest viewers, and lack of channel operation to interact or communicate with viewers. Finally, the study was concluded with a proposal to spread the videos of the National Archives of Korea to more users.

Developing Price Response Functions for Internet Content Services (인터넷 콘텐츠 서비스에 있어서 가격반응함수의 추정에 관한 연구)

  • Lee, Jung-Woo;Lee, Se-Yoon
    • The Journal of Society for e-Business Studies
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    • v.14 no.1
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    • pp.93-120
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    • 2009
  • Content services on the Internet is getting attention as a new business model, selling digital content in real-time on the web. However, most of these content-based business is based on advertisement model rather than direct-payment-based business model. One of the difficulty in setting up charge-based content service is that the pricing paradigm of digital content is different from traditional pricing of products or services. The objective of this study is to empirically derive the feasible price response functions for these content services. Based on conjoint analysis of popular attributes of digital content, several price response function models were fitted against the conjoint data, using online movie viewers' preferences for different attributes of the service. Fitted function models were linear, multiplicative, exponential, attraction, and Gutenberg models. attraction model was found to be well-fit with the data for several specific combinations of attributes. Implications for pricing strategy is discussed at the end.

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A Study on Time & Change in Contemporary Space Design -Their Perceptual.Cognitive Bases and Alfordances on Human Behavior- (현대 공간디자인에 입어 시간성과 변화 - 지각 . 인지적 기제 및 행태지원성을 중심으로 -)

  • 이정민;임진이
    • Korean Institute of Interior Design Journal
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    • no.41
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    • pp.246-255
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    • 2003
  • All art forms are the results of the artist's response to the philosophical, sociological, and cultural tendencies of the period in which the artist lives. Post-modern period differentiates itself from Modern period in many aspects. One of these is the emphasis on phenomena which are ephemeral and changing. This paper looks at the perceptive and cognitive bases of these expressions of change in space design and their affordances on human behavior The first chapter provides the purpose and the background of the research. It studies the philosophical, sociological and cultural characteristics of the Post-modern era which bring forth expressions of time & change in space design. The second chapter explains two basic approaches which can be applied to the perception and cognition of the environment. The third chapter deals with the perceptional and cognitive bases, and the human affordances of the expressions of change in space design. Finally this paper will analyze the types of space design which show this tendency : change by the technology, change by the participation of viewers, and change by the natural and chance. In each type, there will be analyses of examples. this will lead us to the understanding of how the space design including time & change expresses the spirit of the age and how it can play positive roles in human psychology.

Visual Fatigue Prediction for Stereoscopic Video Considering Individual Fusional Characteristics (시청자의 입체시 특성을 고려한 3D 비디오의 피로도 예측)

  • Kim, Dong-Hyun;Choi, Sung-Hwan;Sohn, Kwang-Hoon
    • Journal of Broadcast Engineering
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    • v.16 no.2
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    • pp.331-338
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    • 2011
  • In this paper, we propose a visual fatigue prediction metric which considers individual fusional characteristics for stereoscopic video. It predicts the visual fatigue level by examining the disparity and motion characteristics of 3D videos. In addition, we classified the viewers into 2 groups according to fusional limit and the slope of fusional response which are acquired from random dot stereogram test. Then, Pearson's and Spearman's correlation coefficient was measured between the proposed metrics and the subjective results, acquiring 80% and 79%.