• Proceedings of the Korea Contents Association Conference
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• 2010.05a
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• pp.240-242
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• 2010

본 연구는 입소문 마케팅에 있어서 구전(口傳)영향력자의 특성과 유형에 연구의 초점을 두고 입소문네트워크 속에서 어떤 특성의 소유자가 입소문영향력자가 되는가를 분석하고자 한다.

• Journal of Intelligence and Information Systems
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• v.28 no.3
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• pp.1-22
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• 2022

We investigate the dynamic relationships among digital piracy activities, TV ratings, and online buzz for Korean TV dramas using a panel vector autoregression model. Our main findings include 1) TV ratings are negatively affected by digital piracy activities but positively affected by google buzz, 2) digital piracy activities are negatively affected by TV ratings and social buzz, and 3) social buzz and google buzz are positively influenced by each other. While many empirical studies were conducted to reveal the effects of music or movie piracy, our understanding of drama piracy is limited. We provide empirical evidence of the dynamic relationships between drama piracy, TV ratings, and online buzz. Our findings show the presence of indirect piracy effects on TV ratings through online buzz. Further, we reveal that social buzz and google trends play different roles in promoting TV ratings and piracy activities. We discuss the implications of our findings for theory and practitioners.

• Venture DIGEST
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• s.69
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• pp.22-22
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• 2005

• The monthly packaging world
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• s.168
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• pp.128-131
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• 2007

• 방재와보험
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• s.150
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• pp.54-55
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• 2013

이번호에서는 첨단의료와 환자안전, 친절서비스, 쾌적한 자연환경을 갖춘 병원이라는 입소문으로 전라도 화순이라는 지리적 여건을 극복하고 수도권 등 타 지역은 물론 외국인 환자도 찾아오는 '화순전남대학교병원'을 방문하여, 임명재 사무국장과 정정삼 시설과장을 만나보았다.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.294-306
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• 2021

In the era of brand economy, companies fulfill their social responsibilities to enhance consumers' brand trust, thereby enhancing brand loyalty. On the other hand, the current Covid-19 epidemic has accelerated the pace of digital transformation of enterprises and has also made consumers pay more attention to the online reputation of enterprises. Based on the Chinese consumer market, this paper studies the corporate social responsibility, Internet word-of-mouth, brand trust, and brand loyalty of electronic product companies. To verify the impact of corporate social responsibility on brand loyalty through Internet word-of-mouth and brand trust, this paper issued a questionnaire survey to Chinese consumers. A total of 469 questionnaires were used for empirical analysis, and SPSS21.0 was used to analyze the collected data. The results are summarized as follows: (1) CSR has a positive impact on brand trust. (2) CSR has a positive impact on brand loyalty. (3) Brand trust has a positive impact on brand loyalty. (4) Brand trust and e-WOM play an intermediary role in CSR and brand loyalty.

• Journal of the Korea Society of Computer and Information
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• v.28 no.10
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• pp.229-239
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• 2023

This study aims to explore the impact of algorithmic price discrimination on negative word-of-mouth (NWOM) through the lens of attribution theory. It also examines the mediating roles of intentional attributions and negative emotions, as well as the moderating effect of price sensitivity. For this study, 772 consumers who had purchased flight tickets completed a questionnaire survey, and the collected data were analyzed and tested using SPSS 27.0 and AMOS 24.0 software. The research findings reveal that algorithmic price discrimination has a significant positive impact on intentional attributions, negative emotions, and NWOM. Specifically, deliberate attributions and negative emotions mediate the relationship between algorithmic price discrimination and NWOM, while price sensitivity positively moderates the relationship between negative emotions and NWOM. Therefore, companies should consider disclosing algorithm details transparently in their marketing strategies to mitigate consumers' negative emotions and implement targeted strategies for consumers with different levels of price sensitivity to enhance positive word-of-mouth.

• Journal of Korean society of Dental Hygiene
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• v.8 no.4
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• pp.79-88
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• 2008

This study was done to investigate the negative word-of-mouth style and effect of communication with negative word-of-mouth from dental clinic patients. Data were collected from 223 dental clinic patients living in Seoul and GyeongGi-Do. The study was collected from October 15th to October 29th, 2007 with self-recording questionnaires. The results of this study were as follows. First of all, in the characteristic of relationships category, subject who were negative word-of-mouth was more 'persuader person' than others. The results showed that the general characteristics of subjects was effective factor of word-of-mouth. Secondly, the behavior scale which was based of negative word-of-mouth was not suitable of the satisfaction of dental clinic service. This results meant the low satisfaction of dental services haven't relation with negative word-of-mouth. Thirdly, 33% of people who have complaints spread negative word-of-mouth. Finally, the main reason of dissatisfaction was long-waiting time for dental clinic service. The results showed the adjustment of dental clinic system and staffs service will prevent negative word-of-mouth spread.

• KAPE Magazine
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• s.209
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• pp.20-21
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• 2014

내가 키운 소 돼지의 출하 등급 확인 및 타지역과 비교분석할 수 있는 eKAPEpia의 "나의 이 출하이력조회" 서비스가 사육농가들의 입소문을 타고 이용자가 점차 늘고 있다. "나의 출하이력조회" 서비스에서는 스마트폰으로 언제 어디서든지 나의 도축출하내역에 대한 세부 등급정보, 도체중, 등지방, 근내지방도 등을 조회할 수 있다. 또한, 등급판정성적 전국 상위 10% 농가와 비교분석하여 나의 등급판정성적이 전국에서 어느 정도 수준인지를 가늠할 수 있게 확인할 수 있는 서비스이다. 구체적으로 어떤 기능들이 있는지 그림을 통해서 확인을 해보자.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.751-768
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• 2016

The success of the journey to the west of tvN's shows the positive prospect of web entertainment. This study highlights how viewers actively select web progrmas and how they diffuse the infomrmation of web programs to explore the possibility of success of web program and the change of viewing environment. This study revealed the attention of viewers affected the diffusion of programs via social media. The highness of the viewer's attention cause the highness of active interaction between users. The production company of web entertaninment has to focus on the high hits strategy. In the view of journalists, they covered on the appearance of the heroin rather than the content of the program. The relationship of viewing type and viral type via SNS is related with the activity of viewers. If viewers participate in viewing they express their opinion on the web entertainment actively.