• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.872-891
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• 2008

사회적 소프트웨어인 블로그(Blog) 사용이 급증함에 따라 기업 내에서 블로그를 활용하는 기업들이 늘어나고 있다. 기업에서 블로그가 외부적으로는 고객 관계, 광고, 판매 촉진 또는 파트너와의 커뮤니케이션이나 협력의 도구로 사용되고, 내부적으로는 협업, 지식 관리, 공동체 개발 등의 도구로 사용되고 있다. 본 연구는 기업들이 내부적으로 블로그를 사용함에 있어 기술적 수용에 미치는 영향에 관하여 조사하였다. 연구 모형은 기술수용모델(Technology Acceptance Model; TAM)을 근간으로 모델을 설정 하였다. 데이터 수집은 설문지 방식으로 기업 블로그를 도입한 국내 주요 기업을 대상으로 실시하였다.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.154-162
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• 2012

We can expect an effective color marketing to build up a positive industrial image as it is easy for consumer to approach due to the ability of colors to affect human consciousness and sub-consciousness more than any other factor. The purpose of this research is to draw attention to the importance of color communication and to find strategies to elevate the brand image by surveying the degree of influence color communication has when forming a brand image. In order to conduct effective research, we executed theoretical and collaborative analysis through research materials and documents. If you take a look at the outcome of this research, brands that brings credibility and likability to its customers are not brands that uses color communication, but brands that utilize marketing strategies that build up credibility for quite some time. Also, preference over colors are distinctive. It turned out to be that the color of a brand logo that one likes has very little to do with one's favorite color. When people choose a brand, they are choosing the brand not because of the color of the brand logo, but its credibility and likability that the brand offers. It proves that the color of the brand logo has nothing to do with the colors that people prefer. The relationship between the color that consumers prefer and the image and emotional color that forms brand image is negligible. However, since research shows that there was a relationship between the color you prefer and the emotional color that forms brand images, it seems to be important to figure out what color customers prefer rather than the color that shows customers' self image. Unlike existing color communication research, through this research, we would like to know how to utilize the color communication strategically in the forming of brand images and take a look at the relationship between customers' preferences and the image of each brand logo's emotional color.

• Industry Promotion Research
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• v.2 no.2
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• pp.31-44
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• 2017

This study is to investigate the relationship between the communication type recognized by members of organization and the learning transfer climate in the organization, and when it comes to the type of communications within organization set as independent variable, four variables such as communication with supervisor, media quality communication, and organizational outlook communication were proposed and regarding learning transfer climate which is a dependent variable, four sub-parameters such as supervisor support, colleague support, transfer opportunity and organizational compensation recognition were selected. 116 copies of the statistical data excluding statistically insignificant surveys were used for 150 participants who participated in the 2015 core competency curriculum for SMEs and 3 months have passed, in order to achieve this study's objective. Meanwhile, the research hypothesis was verified with the collected data through frequency analysis, factor analysis, reliability verification, technical statistical analysis, and simple and multiple regression analysis by using the statistical package program of SPSS 20.0. Results of this study have shown that firstly, communication with supervisor, media quality communication, and organizational outlook communication all showed a positive (+) significant influence on the superior support in the influence relationship between communication type in organization and supervisor support which is learning transfer climate. Secondly, communication type in organization doesn't appear to affect colleague support of learning transfer climate. Thirdly, communication with supervisor, media quality communication, and organizational outlook except for communication with colleagues have shown a positive (+) influence on transfer opportunity in the influence relationship between communication type in organization and transfer opportunity of learning transfer climate. Lastly, communication with supervisor and communication on organizational outlook showed positive(+) influence in the influence relationship between communication type in organization and organizational compensation recognition of learning transfer climate.

• Journal of Industrial Convergence
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• v.20 no.11
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• pp.113-126
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• 2022

In Small and Medium-sized Enterprises(SMEs) compared to major, competence of CEO relatively has a large impact on management performance, so the biggest factor to strengthen the competitiveness is the competence of CEO. Meanwhile, a consultant is defined as a subject of execution that directly and indirectly participates in management by inducing objective and rational decision-making on various management issues and problems facing companies. The management expertise, problem-solving skills, communication skills, insights, and leadership that a consultant must have in order to perform his or her duties are the same as the role and capabilities that the CEO must have in enhancing the company's performance and competitiveness. Therefore, through previous studies, this study divided consultant competences of CEO into job competence, communication competence, learning competence, and innovation competence and tried to understand whether those competences affect corporate's innovation performance and management performance. The survey was conducted on SMEs and the analysis techniques were reliability and validity analysis, confirmatory factor analysis, and structural equation analysis. As a result, it was found that the CEO's job competence, communication competence, learning competence, and innovation competence had a significant effect on innovation performance of the company, and second, innovation performance had a significant effect on the management performance. Through, this study derived a common factor of consultant competences of SMEs CEO, and derived implications for the competence characteristics of the CEO necessary to improve the performance of SMEs.

• 한국벤처창업학회:학술대회논문집
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• 2017.08a
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• pp.49-54
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• 2017

웹 기술의 발전과 스마트폰 이용자 수의 증가는 소비자와 기업 간의 관계를 혁신적으로 변화시키고 있다. 기업이나 공공기관들은 고객들과 커뮤니케이션 효과를 극대화 하기 위해 새로운 크로스미디어 플랫폼으로 등장한 소셜미디어를 적극적으로 활용하고 있다. 블로그, 페이스북, 인스타그램 등 더욱 다양하지고 변화의 속도가 빨라지는 소셜미디어 트렌드 속에서 기업들은 채널의 특성에 따라 어떠한 콘텐츠가 소비자에게 만족과 구매에 중요한 영향을 미치는지 체계적인 분석과 운영전략이 필요한 실정이다. 본 연구에서는 기업 마케팅의 활용 관점에서 블로그와 SNS 채널 특징에 따라 콘텐츠 유형의 만족도를 비교 분석하고, 이용자의 개인 특성에 따라 채널별로 어떠한 차이가 있는지에 관한 전략적 틀과 시사점을 제시하고자 한다. 이를 위해 소비자와 판매자 간의 커뮤니케이션 방법에 따라 소셜미디어 콘텐츠를 홍보성, 정보성, 소통성 유형으로 구분하여 블로그 페이스북, 인스타그램의 소셜미디어 채널별로 소비자 만족도를 조사하고자 한다. 또한, 인터넷 이용자의 개인 특성에 따라 선호하는 SNS 콘텐츠 유형이 다를 수 있음에 착안하여 SNS를 이용하는 사용자의 특성을 네 가지 형태로 분류하고 특성에 따른 만족도의 영향관계를 분석하였다. 본 연구 결과를 통해 다양한 소셜미디어 채널을 활용하고자 하는 기업들에게 효율적인 SNS 마케팅 전략구축 방안과 인터넷 이용자 특성을 고려한 콘텐츠 활용 방안에 대한 시사점을 제시하였다.

• International Commerce and Information Review
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• v.13 no.2
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• pp.121-148
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• 2011

Korean small and medium sized firms are dramatically expanding during the past two decades. Since small and medium sized firms begun to invest overseas to cope with the external and internal business environment. the influencing factors should defined for the successful foreign investment. This paper presents the research model explaining successful knowledge transfer between Korean small and medium sized firms and partners for foreign investment. This model examines investing companies' organizational characteristics, partners' learning capability and relational characteristics between two partners. Detail variables include the learning culture and codifiability of investing companies, and absorptive capability of partners, and communication and trust as a relational factors between investing companies and partners. The result of empirical analysis of sample companies shows that knowledge culture and codifiability of investing companies, and communication from the relational factors are important for knowledge transfer. These results provide some implications for the successful foreign investment of small and medium sized firms. Firstly the investing company should develop its own learning culture and internal procedure for the successful foreign investment. And frequent communication channel is necessary for knowledge transfer and the trustful relationship between investors and partner.

• Journal of Digital Convergence
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• v.17 no.9
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• pp.399-406
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• 2019

The purpose of this study is to examine the relationship between corporate reputation and the profitability. In this study, Big Data Analysis was conducted for Hyundai Motor, Shinsegae Department Store, SK Telecom, and Amorepacific to solve research problems. The results of this study show that the effect of each corporate reputation on the profitability is different according to the company. For products such as Hyundai Motor and Amorepacific that are used directly by consumers, the corporate reputation formed by the comments was more influential. In addition, distribution Service company such as Shinsegae Department Store showed more influence by online news. On the other hand, SK Telecom did not have a significant effect on profitability. Based on the results, this study emphasizes the importance of online news and comments on corporate reputation management, and aims to contribute to establishing an efficient reputation management strategy by examining the relationship between corporate reputation and profitability.

• 월간 기계설비
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• s.293
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• pp.128-130
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• 2014

• Korean Architects
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• s.599
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• pp.88-91
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• 2019

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.5
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• pp.277-294
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• 2020

This study analyzed the effect of internal marketing factors of agricultural enterprises on corporate performance by using SNS as a moderating variable for agricultural enterprises workers. Internal marketing factors were divided into education and training, communication and compensation system, and corporate performance was set as a sub-variable of financial performance and non-financial performance. 349 questionnaires collected from agricultural enterprises workers were used for empirical analysis. The results of the analysis using SPSS v22.0 and Process macro v3.4 showed that first, communication and compensation systems had a significant effect on financial performance and education and training did not have a significant effect on financial performance. Second, communication has a significant effect on non-financial performance, and education and training has a negative effect on non-financial performance., and compensation system had no significant effect on non-financial performance. Third, SNS utilization significantly moderated the relationship between internal marketing factors and financial performance. Fourth, SNS utilization significantly moderated the relationship between internal marketing factors and non-financial aptitude. This study has significance that internal marketing factors that affect general companies are different due to the characteristics of agricultural management organizations, and that internal marketing factors that affect the performance of agricultural management organizations have been discovered. In particular, it was found that communication must be dealt with importantly to expand the performance of agricultural management. As a follow-up study, it is necessary to study the mediating model formed by the discovery of mediators and to study the moderated mediating analysis through the conditional process model in which the mediators are introduced.