• Management & Information Systems Review
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• v.37 no.2
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• pp.109-123
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• 2018

This research presented the privatization of pubic corporations in terms of communication dimension rather than political and ideological dimension. Concretely, we examined how the message framing of privatization affects consumer's advertising attitude. At the same time, this study also examined the moderating factors which make a difference of the message framing, such as personal relevance(high/low) and social value orientation(proself/prosocial). The results showed that the interaction effect between type of message framing and personal relevance. Positive message framing showed a higher effect than negative message in the case of low personal relevance. Also, There was the interaction effect between type of message framing and social value orientation. Positive message framing showed a higher effect than negative message in the case of proself. However, there was no difference in message framing effect when there was high personal relevance and prosocial. Lastly, the implications of this study was presented. First, this study expanded the scope of research related to message framing. Second, the use of moderating variables such as personal relevance and social value orientation increased the possibility of practical application. In addition, limitation and further study directions was discussed.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.9 no.2
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• pp.1-11
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• 2010

The provision of warning information on upcoming hazards leading to potential crash occurrence is a significant countermeasure to prevent crashes on the highway. This study presents a methodology for selecting more effective warning messages using a multi-criteria value function. The understandability, preference level, and message reading time were used as measures of effectiveness (MOE) for messages. Expert judgements were incorporated into the value function by analytical hierarchical process (AHP) technique. Field experiments to evaluate the warning messages were conducted in a testbed section on the Jungboo-Naeryuk freeway. The proposed methodology would be a useful tool to support the design of various traffic information messages.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.352-364
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• 2022

As the types of actions and the magnitude of the required actions for environmental improvement get diversified, the necessity to develop effective messages is increasing. This research tries to develop proper messages with message characteristics of message framing and value orientation per different types of behaviors using a 2(message framing: gain/loss) × 2(value orientation: individual/social) × 2(magnitude of the requested behaviors: high/low). The results showed that framing and the magnitude of the requested behaviors had main effects on message attitudes and behavioral intentions. The gain framing showed more favorable effects than the loss framing, and the low magnitude of the requested behaviors showed better persuasive effects. According to the results of interaction effects, the gain framing showed higher behavioral intentions than the loss framing in the individual-oriented message, and there were no differences between the frames in the social-oriented message. When the magnitude of the requested behavior was high, the gain framing in the individual-oriented message was more favorable than the loss framing. On the other hand, when the magnitude of the requested behavior was low, the gain framing in the social-oriented message was more favorable. Although there were differences in the form of interactions by the magnitude of the requested behaviors, the individual-oriented gain framing message was found to be the most effective.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.53-61
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• 2018

In this study, we investigated whether the model attributes of CSR ads (value addition, attractiveness, expertise, trustworthiness) affect the attitude of the company. We also examined the mediating role of message authenticity in the model attributes and corporate attitudes of CSR advertisements. The results of the study are as follows. First, the value addition, attractiveness, and reliability of the CSR advertising model have a positive effect on the message authenticity of the CSR advertisement. Second, the attractiveness and expertise of the CSR advertising model have a positive effect on the attitude of the company. Third, the effects of the CSR advertising model on the value addition, attractiveness, and reliability are completely mediated by the message authenticity of the CSR advertisement. The results of this study suggest that it is effective to select the models with value addition, attractiveness, and expert image when producing CSR advertisements.

• Electronics and Telecommunications Trends
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• v.17 no.1 s.73
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• pp.10-20
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• 2002

통합 메시징은 다양한 종류의 메시지 모두를 하나의 이용자 인터페이스로 가져와 모든 메시지에 대한 통지, 배달, 새로운 메시지의 송신, 그리고 수신 메시지에 대한 회신 및 포워딩을 제공하는 기술을 말한다. 통합 메시징 서비스가 현재 전세계적으로 유망한 차세대 통신 서비스로 가치를 인정 받고 있는 시점에서, 본 고에서는 2001년 정보통신부가 출연하여 수행한 50대 전략품목 조사분석 과제의 산출물인 통합 메시징 시스템 기술/시장 보고서의 일부분을 발췌하여 간략히 정리하였다.

• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.659-665
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• 2021

Short video applications (e.g., TikTok, YouTube shorts) are growing quickly in terms of active users and usage time. Of course, advertising industry is utilizing the app as AD channel. The current study, however, argues that the effectiveness of ADs in short video apps are not articulated well and that precise research for measuring the effect is required. In this context, this study measured the effects of storytelling ad types(reality, parody, creative) and message sensation value(high vs. low level) on story transportation. The notable finding is that when creative storytelling ad type which requires more cognitive resources than other two types meets high level of message sensation value, ad viewers could reach cognitive overload state which induced low effectiveness of ad. As its result, the effectiveness of AD reduced. More specific theoretical discussion and suggestions for advertising producers are described.

• The Journal of the Korea Contents Association
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• v.13 no.3
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• pp.131-140
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• 2013

Assuming that roles of traditional mass media are also shown in Twitter services, the study aims at exploring Twitter users' motives and rationales in re-tweet behavior. Based on the laddering interview method, the study gathers data on (1) message attributes (what kinds of messages do you re-tweet?); (2) consequences (what kinds of consequences are you expecting when you re-tweet?); and (3) values (what are the ultimate values in your re-tweet behavior?). The most repetitive value occurring in participants' retweet was feeling "sympathy" and "sharing" rationales. For such rationales, participants oftentimes utilize messages with "agenda" and "information" that are relative to themselves. Messages with "helping" to help others also frequently showed up in their retweet rationales. Known as liberalists' rationales, "communal consciousness", and "calling for others' action" are also shown, but not as frequent as "feeling sympathy and sharing. A total of 48 items from the analyses were used in a subsequent study as variables to identify factors (dimensions) of retweet motivation.

• Journal of the HCI Society of Korea
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• v.12 no.4
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• pp.17-25
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• 2017

From the vehicle-human interaction perspective, this study investigated the effect of experiential marketing paradigm which considers user experience as main value. We conducted an experiment to compare traditional marketing and experience marketing messages with the smart cruise control and the smart trunk in the context of driving and non-driving context. As a result of the analysis, experience marketing message had higher overall satisfaction than traditional message exposure. Usefulness, usability, and emotion were partially influenced by experience marketing message. The contribution of this study is that the experiential marketing paradigm was applied to automobile UX and practically demonstrated the value of experience design of smart automobile system.

• Journal of the Korea Society of Computer and Information
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• v.19 no.11
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• pp.137-147
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• 2014

The study aims at exploring motivation, rationale, and values in twitter users' retweet behavior. It proposes that diffusion of message is based on the complex interactional relationships among attributes of original message, user's rationale, and values. Based on a pilot study, we constructed a total of 34 questions asking message attributes, motivation, and values of retweeting. Then, twitter users participated in an online survey, in which they evaluate their own 5 retweet messages based on the constructed questions(5 messages ${\times}$ 34 questions = 170). Then, a factor analysis is done in order to see the dimensions of the concepts in retweet behavior; and understand how message attributes, motivations, and values are inter-related with each other. The main factors extracted were: (1) public fairness, (2) fun and playfulness, (3) communal help, (4) news and information, etc. Factor 2 and 4 show the traditional journalism characteristics; while factor 1 and 3 do alternative journalistic values. The latter may work as a rectifying factors for traditional journalism; however, backfiring mechanism for group polarization. In addition, (1) users' internal identities, (2) communal unity and (3) belongness were identified as rationales and values for retweet behavior.

• Annual Conference on Human and Language Technology
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• 2022.10a
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• pp.431-436
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• 2022

이 연구는 MBTI의 심리 기능지표 조합인 ST, SF, NT, NF의 유형별 특징을 반영한 마케팅 문체 프레임워크를 정의하고 모델 학습을 통해 성격유형별 맞춤화 된 광고 메시지로 생성하는 것을 목적으로 한다. 활용되는 광고 메시지 자동 생성 기술은 BART 모델에 성격유형을 Prefix로 포함한 광고문을 학습시켜 성격유형에 따라 맞춤형 광고 메시지를 생성하는 방식이다. 학습된 모델은 Prefix 조작만으로 MBTI 성격유형별 문체 특징을 갖춘 광고 메시지로 변환되는 것을 실험을 통해 확인할 수 있었다. 본 연구는 성격유형의 특징을 문체 프레임워크로써 정의하고 이에 기반한 모델 학습을 통해 성격유형별 특징을 반영한 광고 메시지를 재현해 낼 수 있다는 점에서 의의가 있다. 또한 성격유형과 연관 feature를 함께 학습하여 유형별 문체 특징과 소구점을 포함한 광고 메시지를 생성했다는 기술적 가치가 있다. 이 연구 결과를 기반으로 차후 타겟 고객층의 성격유형과 광고 도메인을 고려한 효과적인 광고 콘텐츠를 생성해 내는 모델을 개발하여 타겟 마케팅 분야는 물론이고 지역별 또는 언어별 문체 간 차이를 구조화하거나 재현해야 하는 문제에서 기반이 되는 연구로 활용될 수 있을 것으로 기대된다.