• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.15-26
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• 2016

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.1200-1204
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• 2009

Success or failure depends on the customer relationships from information services. Recently, as strengthening the customer relationships, marketing with the customer relationships through the web-site is being important factor. In the web-site, applying the service brand or the sense of community in online is the core. In the order to apply the sense of community in online to KISTI's Scent web-site, it is operated KISTI's Scent supporters and proposed the management of customer group plans.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.35 no.3
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• pp.77-104
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• 2024

The purpose of this study is to propose strategies for social media-based promotion of university archives by investigating the current status and limitations of public relations activities and social media management of university archives. To this end, a literature review, social media content analysis, and in-depth interviews were conducted, and promoting the university archives was proposed in two aspects: content and management. The content aspect was divided into topic selection, content writing, and platform. When it comes to topic selection, first, the topic should encourage the participation of students based on their interests. Second, write a post that catches on trend periodically. Third, the proportion of posts on students' daily lives should be increased. fourth, the freshmen should be provided with useful and practical information about the university. fifth, posts on oral interviews with alumni and activities of individual alumni or alumni associations can strengthen identity and solidarity among alumni. For content writing, tap into students by using mascots and characters, and everyday language familiar to students. YouTube and Instagram are suggested to be utilized as they are mainly used as of 2024 by university archives that manage social media. In terms of management, managing the student ambassador program, getting the idea from University Archives & Records Centers and related institutes, and securing manpower and budget with the support and cooperation of the parent organization are proposed.

• Proceedings of the Korean Society of Computer Information Conference
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• 2023.01a
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• pp.195-197
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• 2023

본 연구의 목적은 청년 대학 졸업자 취업 성공 요인 분석과 수도권과 비수도권의 결정 요인 비교를 통해 대학의 취업 지원을 전략과 방향을 제시하는 것이다. 이를 위해 2019년 대졸자 취업경로이동조사 자료를 활용하여 개인특성, 학교특성, 진로선택 및 취업프로그램 참여, 취업 준비 활동 경험을 독립변수로 하고 취업 성공 여부를 종속변수로 하여 취업 성공 요인을 분석하였다. 그 결과, 서울·수도권 대졸자는 개인특성 중 연령, 부모자산, 어학연수 경험이 취업 성공(+) 요인이었고, 대학특성은 2~3년제 대졸자가 4년제, 교육대 대졸자 보다 취업성공 가능성이 높았다. 진로선택 및 취업프로그램 참여 중 직장체험, 면접·이력서 작성이 취업 성공(+)요인으로 직업심리검사는 취업 성공(-) 요인으로 나타났다. 취업준비활동 경험 중 SSAT 자격증, 공모전 수상, 대외활동, 이력서·면접훈련은 취업 성공(+) 요인으로 졸업 전 구직활동, NCS 준비, 외모관리는 취업 성공(-)요인으로 나타났다. 반면, 비수도권 대졸자는 개인특성 중 연령, 부모자산이 취업 성공(+)요인이었고, 2~3년제 대졸자가 4년제, 교육대 대졸자 보다 취업성공 가능성이 높았다. 진로선택 및 취업프로그램 참여 중 직장체험, 면접·이력서 작성이 취업 성공(+)요인으로, 직업심리검사, 기업채용설명회는 취업 성공(-)요인으로 나타났다. 취업준비활동 경험 중 봉사활동, 공모전 수상, 대외활동, 모의면접은 취업 성공(+)요인이었고, 졸업 전 구직활동, 자격증, 외모관리는 취업 성공(-)요인이었다. 이를 바탕으로 4년제 대학의 비교과 활동 강화, 취업환경과 유사한 실무능력 배양 교육, 면접·이력서 작성 등 실제적 취업지도 프로그램 시행을 제시하였고, 봉사활동, 대외서포터즈, 공모전 등 취업처에 실무능력을 보여줄 수 있는 실무활동 참여를 지원하는 방안 등을 제시하였다.