• Journal of Digital Convergence
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• v.17 no.6
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• pp.59-67
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• 2019

This study was conducted to examine the effect of the characteristics of branded contents on consumers. To attain the purpose of the study, we carried out a survey with 286 male and female undergraduates and collected data for analysis. The findings demonstrated the followings: First, the satisfaction of using branded contents is positively affected by entertaining, empathy, creativity, and indirectness. Second, the intention to share branded contents and the intention for continuous use of them are positively affected by entertaining only. In conclusion, this study confirmed that only informativeness, which is one of 5 characteristics of branded contents, does not have any effect on the consumer. This result provides useful empirical data for developing high-quality contents that meet user's needs and convenience, helping understand user's behavior toward branded contents and also serves as the basic data on which related researches can expand.

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.459-466
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• 2010

Recently, UCC, which stands for User Created Content, has emerged in various media industries including Internet. However, there exists little research regarding interaction to overcome the drawback of UCC, one way superficial form. In particular, little research has been done on the creation and effect of experiential UCC type. In the existing research, the interactive feature shows to bring the effectiveness in the field of education or promotion. So, in this study, we examine the problem of provider-centered UCC and to solve this problem, we propose a new experiential UCC form with interactive functionality by adapting the product test between UCCs. From the results of the analysis on the effectiveness of UCC after users experience the proposed UCC related to water industry, watching the interactive UCC represented the values of the higher levels in the aspect of recognition change than watching the existing UCCs. Also, the outcome showed that if this interactive UCC invigorates, UCC application will be very useful in eduction, industry, and promotion. From the analysis of the question instrument on whether an interactive UCC would be helpful or not, the positive response ratios was 84% in promotion, 70% in education, and 52% in industry, respectively.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.1073-1080
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• 2023

This study aims to explore the psychological factors influencing the persuasive effect of virtual influencers, with a specific focus on the impact of social exclusion. Additionally, it examines the mediating effect of parasocial relationships on advertising effectiveness. To achieve these goals, the study conducted an experiment using a 2 (influencer type: human vs. virtual human) × 2 (social exclusion: social exclusion vs. social acceptance) between-group factorial design. The results revealed that consumers who experienced social exclusion exhibited more positive attitudes toward the influencer and the product, higher intentions to purchase the product, and a greater willingness to share or recommend it, especially when the influencer was a real human (vs. a virtual influencer). These moderating effects were found to be mediated by parasocial relationships.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.483-490
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• 2015

The purpose of this study was to systematically organize the information for the regional resources from the agricultural management entities of convergence industry in Chungcheongnam-do. The target was the Sixth Agricultural Industry Association in Chungcheongnam-do; total 70 kinds of resources were investigated. The content was organized by name of regional source, introduction, photo, company and product information, feature of product, introduction of experience program, and etc., containing the value and meaning of products in stories of the regional sources and images. The material was organized in order of grains, fruits and vegetables, marine products, livestock, Korean sauces Kimchi, fermented broth concentrates, beverages tea, and other. It was saved as pdf file to distribute to the members; it may be utilized for online promotion, product promotion in exhibition festival sales promotion, posts for bulletin board hall, and etc. but also for promotional material in overseas marketing after translating to each language.

• Journal of Digital Contents Society
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• v.13 no.4
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• pp.583-590
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• 2012

Domestic credit card companies and wireless operators want to deliver promotional information as well as the information for users on the site. A careful UX design is needed because promotional information can degrade the satisfaction of the users. In addition, too extensive information is provided on one site and users are confused about where to look for the information they need. Based on advanced research, study was conducted of the domestic web sites of wireless operators and credit card companies and we discussed that study with 12 users. Promotional information can be efficient with understated image. Users can find information easily from the site with fewer hierarchy of steps. The numbers of the menu that is presented at a time should not exceed nine.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.441-446
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• 2018

The purpose of this study is to investigate the digital media strategies for small business branding. To understand the effective strategies for promoting small business through digital content marketing, we conducted in-depth interview with small business managers. The results of in-depth interview revealed that it is critical for small businesses to start creating and including video marketing as part of their entire content strategy. Especially, small business managers considered that video that provides rich media content can boost consumer engagement and increase the time spent on a branded contents. From a managerial perspective, this study provides guide on what small businesses should consider when developing and implementing digital strategies. For future research, this study provides the guide to investigate the effects of digital contents on the brand equity of small business.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.444-453
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• 2017

Moral education is essential to the military in fostering elite warriors to have clear sense of their nation and the security, while arming themselves with military spirit that strives for victory. To reach this goal, various moral education has been set forth through boot camp training, academic education, unit training, etc. depending on various subject and supporting agencies in question. Also, in order to heighten the effect of the education, various attempts to combine concert-style cultural activities with the programs are carried out. However, the ultimate goal for this moral education is to facilitate soldiers to voluntarily set their minds and will in combat, and the current education system lacks that motivation as it concentrates mostly on educating knowledges about nationality and security. Under such circumstances, various units have attempted to raise morality in creating many public and media activities within the unit, which proven to be successful. In theory, the usual definitions in the field of education such as emotion, interest, attitude, and personality can be expanded upon with public and media activities. With this in mind, we have researched on how effective this method is by conducting various public and media activities in multiple units, total of 531 soldiers, starting from June to July of 2016. As a result, these activities brought positive effects on young soldiers to build pride in their assigned units, and also increased their willingness to carry out their assignments and missions. Through this research, we drew to the conclusion that unit-level public and media activities, which was solely used for gaining trust and communicate with the general civilians, can be used to boost the soldiers moral strength and help them express the strength in action.

• Journal of the Korea Convergence Society
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• v.12 no.9
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• pp.83-91
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• 2021

This study examined the effects of message framing (advertising attitude and brand attitude) to Chinese consumers in order to establish guidelines for digital content development reflecting the Korean Wave in China. Specifically, in positive message framing, Southerners with low neuroticism due to their personality characteristics show a greater advertising effect than Northerners with high neuroticism. Based on these results, this study provides a theoretical basis for establishing the direction of Korean Wave digital content production according to differences in residential areas reflecting personality in China.

• Korean journal of communication and information
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• v.44
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• pp.223-247
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• 2008

The purpose of this study is to explore the anti-smoking message effects and smoking status on smoking belief attributes. Based on the health behavior theories such as theory of reasoned action, health belief model, and social cognitive theory, three factors are selected to investigate the effects of anti-smoking campaign messages. The balance of benefits and barriers, self-efficacy, and social pressure are selected as independent variables. Three two-way ANOVA were conducted. Results showed that the main effect of social pressure were found with the social smoking attributes. Interaction effects were found on the nonsmoker-social pressure group and the non-smoker-two sided message group. It is found that nonsmokers accepted these two anti-smoking messages easily as compared to smoker groups. No main smoking status was found in this study; it is believed that smoking is a habitual that is not changed easily because attitude formation takes time. Results revealed that the two-sided message video releases and the social pressure video releases were favored by both smokers and nonsmokers. This study contributes the theoretical framework that can be transferred to the practices of anti-smoking campaign. Also, the researcher produced the televised stimuli which is not common in health message studies. By using the televised message material, the research tried to solve the validity problem which is common in experimental design.

• International Area Studies Review
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• v.12 no.3
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• pp.269-291
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• 2008

MICE industry has been accepted as a growing and profitable tour market to improve profitability of vulnerable domestic tourism industry. To explore the influence of development factors of Korea MICE industry on authorities' role and ripple effects, this study examined the perception of MICE experts. The development factor were suggested to include 'marketing' and 'human resources' and the ripple effects were presented into two factors of economic and national promotion. The results reveal that marketing and human resources development had significant influence on authorities' role. The results also show that authorities' role had significant influence on ripple effects of economic and promotional effects.