• Korean journal of communication and information
• /
• v.73
• /
• pp.7-34
• /
• 2015

This study attends to the effects of political entertainment as a newly emerging television genre on citizens' political talk. Particularly, this study suggests audience involvement and political information efficacy as key psychological factors that mediate the relationship between political entertainment and political discussion. More specifically, audience involvement was deemed as a conclusive concept that consists of such sub-dimensions as audience identification and parasocial interaction with program characters and transportation into the messages. Among 317 participants in an online survey, a total of 273 subjects, who had at least some viewing experience with political entertainment TV programs, were included in the final analysis. According to the findings, softer programs that piggyback political information on top of their entertainment content were more likely to increase viewers' identification and transportation. The viewer experience of identification further heightened the level of political information efficacy, which in turn positively contributed to one's willingness to participate in political talk and to hear the other side. It also appeared that political information efficacy significantly mediated the relationship between political entertainment viewing and political talk.

• Journal of Korea Game Society
• /
• v.6 no.3
• /
• pp.67-76
• /
• 2006

This study is to examine relationship between immersiveness aspect and the recognition of garners who are exposed to PPL (Product Placement Advertisement) in online game. The frequency of exposure, the placement type of PPL, the perception under the threshold of consciousness and the interest at the product and knowledge about PPL have been widely known as the factors of effectiveness in PPL advertising. In this study, 'immersiveness' is newly introduced to investigate the effectiveness of PPL advertising due to the unique characteristics of game which easily leads to immersion. Control group is exposed to movie clip and experimental group to lacing online game. In conclusion, the deep immersion has reduced the perception level of user on PPL except the variable of PPL placement. This study suggests that how to design the PPL placement in game for enhancing marketing effect is all the more vital, in spite of the result that the player in high immersion cannot distinguish different images.

• The Journal of the Korea Contents Association
• /
• v.11 no.8
• /
• pp.88-101
• /
• 2011

Locative media is fundamentally different from traditional media in terms of being packed with user's space, place, and position nearby, which does not simply mean user's physical coordinates. This study has been started that I was drawn by the tendency of which current locative media contents are based on 'location-based information,' and closely related with 'Augmented Reality.' I wonder how media user's psychological experience/involvement are revealed when the media environment changes by the progress of technology. I wonder how media users perceive 'social presence' formed by locative media in current locative media environment. Particularly, the fact that user's perception of social presence formed in locative media conflicts with the previous computer-mediated communication(CMC)'s attributes deepened my curiosity. In this study, the idea of 'more-proper-construct' is suggested, the characteristics of social presence in current locative media is considered, and is investigated by qualitative methodology how the 'location-based' attributes and 'AR' contribute to forming the social presence.

• Journal of Intelligence and Information Systems
• /
• v.26 no.1
• /
• pp.75-95
• /
• 2020

With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the company's Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebook's 'OK', 'Attachment', 'Share', and 'Number of Click' which are the dependent variables of this study. in order to measure the outcome of the target, the consumer's response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebook's ad numbers 'reach', 'exposure', 'like', 'share', 'comment', 'clicks', and 'CPC' depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebook's user behavior were analyzed using regression analysis. Content materials are related to the content's difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users' interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users' behavior would be different depending on the language and formality. For dependent variables, 'OK' and 'Full Click Count' are set by every user's action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the dependent variable, and found that 'good' factors such as 'self association', 'actual use', and 'hidden' are important. Could. Material difficulties', 'actual participation' and 'large scale * difficulties'. In addition, variables such as 'Self Connect', 'Actual Engagement' and 'Sexual Sexual Attention' have been shown to have a significant impact on 'Full Click'. It is expected that through research results, it is possible to contribute to the operation and production strategy of company Facebook operators and content creators by presenting a content strategy optimized for the purpose of the content. In this study, we defined each independent variable in the existing research literature and analyzed its effect on the dependent variable, and we could see that factors on 'good' were significant such as 'self-association', 'reality use', 'concernal material difficulty', 'real-life involvement' and 'massive*difficulty'. In addition, variables such as 'self-connection', 'real-life involvement' and 'formative*attention' were shown to have significant effects for 'full-click'. Through the research results, it is expected that by presenting an optimized content strategy for content purposes, it can contribute to the operation and production strategy of corporate Facebook operators and content producers.

• Korean journal of communication and information
• /
• v.31
• /
• pp.51-84
• /
• 2005

The purpose of this paper is to investigate characteristics of active information and opinion giver in the interactive-public communication space of internet. More specifically, this study explores that the active information and opinion giver have the same traits with opinion leader, which are personal attributes (topic involvement and individuation), social activity, source of information and influentials, and socio-demographic attributes. The research consisted of a questionnaire, which was administered using e-mail, and 175 replies were returned. The results show that higher activity of sending information and opinion is associated with characteristics of opinion leader. First, It was found that higher activity group in sending information and opinion have higher degree of topic involvement and individuation than lower group. Second, the former is more active behavior than the latter in social activity. Third, it was examined that behaviors of sending and giving information and opinion with interpersonal communication channel was connected with those of the interactive-public communication space in internet. Also, the result of analysis with mass communication channel was found the distinction in three different kinds of magazines which is related with specific media. Finally, characteristics of socio-demography were not different between two group, with the exception of gender.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.16 no.4
• /
• pp.195-209
• /
• 2021

According to the 2019-2020 social media usage survey conducted by the Seoul e-commerce center, 5 out of 10 consumers have experienced shopping through social media. The cost of traditional advertising media has been reduced and advertising spending on social media has risen by 74%, indicating that social media is becoming a more important marketing element. While the number of users of social media has increased and corporate marketing activities have increased accordingly, research has been conducted in various aspects of marketing such as user motivation for social media, satisfaction, and purchase intention. There was no subdivided study on the differences in the social media usage frequency of consumers in actual purchasing behavior. This study attempted to identify differences in consumer characteristics by cluster in the agrifood purchase situation by grouping them by type according to the frequency of use of social media for consumers who purchase agri-food online. Product involvement, product need, and online purchase channel Consumer characteristics such as demographic distribution, perceived risk, and eating and lifestyle in each cluster were checked for the three agrifood purchase situations including choice, and types for each cluster were presented. To this end, questionnaire data on the frequency of social media use and online agrifood purchase behavior were collected from 245 consumers, and the validity of the measurement variables was secured through factor analysis and reliability analysis. As a result of cluster analysis according to the frequency of social media use, it was divided into three clusters. The first cluster was a group that mainly used open social media, and the second cluster was a group that used both open and closed social media and online shopping malls; The third cluster was a group with low online media usage overall, and the characteristics of each cluster appeared. Through regression analysis, the effect on product involvement, product need, and purchase channel selection when purchasing agri-food online through each of the three clusters was confirmed through regression analysis. As a result of the regression analysis, the characteristic of cluster 1 in the situation of purchasing agri-food online is a male in his 30s living in a rural area who has no reluctance to purchase agri-food on social media or online shopping malls. The characteristics of cluster 2 are mainly consumers who are interested in purchasing health food, and the consumer characteristics are represented. In the case of cluster 3, when purchasing products online, they purchase after considering quality and price a lot, and the consumer characteristics are represented as people who are more confident in purchasing offline than online. Through this study, it is judged that by identifying the differences in consumer characteristics that appear in the agri-food purchase situation according to the frequency of social media use, it can be helpful in strategic judgments in marketing practice on social media customer targeting and customer segmentation.