• 경영정보학연구
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• 제10권2호
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• pp.123-135
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• 2008

온라인 광고모델의 기본 모델은 CPM (cost-per-mille) 기반 모델에서 CPC (cost-per-click) 기반 모델로 변화해왔으며, CPA (cost-per-action) 모델이 온라인 광고산업의 새로운 대안 모델로 제시되고 있다. CPA 모델에서는 사용자가 어떤 광고를 클릭 했는지에 관한 정보를 퍼블리셔(Publisher)가 보유할 수 있어야 하며, 그래서, CPA 모델의 핵심은 Conversation Action Data를 확보하는 것이다. 이 논문에서는 이를 획득하는 두 가지 기존 메커니즘을 소개하고, 이들의 특징을 비교하고, 각 메커니즘의 한계를 분석한다. 그 다음에 두 가지 새로운 메커니즘을 설계하고, 작동 요건을 분석하고, 실용성을 평가한다. 마지막으로, 기존의 메커니즘들과 새로운 메커니즘들의 특징을 비교하고, 각 메커니즘의 비즈니스 가치와 유용성, 응용 범위를 분석한다. 이 논문에서 제안된 2가지의 새로운 메커니즘과 기존 메커니즘과 비교 분석을 통해 퍼블리셔에게 최적 CPA 메커니즘에 관한 판단정보를 제공할 수 있을 것으로 판단된다.

• Asian Pacific Journal of Cancer Prevention
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• 제16권15호
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• pp.6299-6302
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• 2015

Background: The rise in consumption of tobacco products among youth is a public health concern in India. Several studies have shown that advertisements promoting tobacco products influence decisions and behaviour of youth towards smoking. Objective: To ascertain which method of Tobacco Advertising, Promotion and Sponsorship (TAPS) was more influential for initiating tobacco use in youth in India. Materials and Methods: The secondary data of youth (15-24 years) from nationally representative Global Adult Tobacco Survey (GATS) conducted in 2009-2010 was analyzed. Odds ratio and p-value were used to know the association between TAPS and initiation of use of tobacco products among youth. Logistic regression was used to determine the most significant means of TAPS altering the youth's behaviour towards tobacco products. Results: Out of 13,383 youths, 1,982 (14.7%) used smokeless forms of tobacco and 860 (6.38%) used smoke forms. Logistic regression reveals that promotional activities mainly through cinemas (p<0.05) and providing free samples of tobacco products (p < = .001) were most influential means of initiating consumption of tobacco products among youth. Conclusions: The smoking in youth is associated with watching advertisements particularly in cinema and promotional activities like distribution of free samples, coupons and sales on the price of tobacco products. Stronger legislative measures should be enforced to curb promotional advertisements in cinemas and distribution of free samples.

• 지능정보연구
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• 제28권4호
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• pp.275-286
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• 2022

코로나19 팬데믹으로 촉발된 메타버스 시장은 현재 가파른 성장세를 보여주고 있다. 메타버스 플랫폼은 컨텐츠를 생산, 소비하는 크리에이터와 사용자 그리고 플랫폼에 조성된 청중을 광고 대상으로 하는 광고주를 연결시키고 있다. 이들 플랫폼 참여자간의 상호작용은 새로운 형태의 경제인 크리에이터 경제의 부상을 가져왔다. 본 논문은 크리에이터와 메타버스 플랫폼의 다양한 수익원 중 광고 수익을 중심으로 플랫폼의 특성이 플랫폼과 크리에이터 간의 수익률 배분에 미치는 영향을 연구하였다. 게임 이론 기반 분석 모델을 통해 본 연구는 메타버스 플랫폼이 광고 회피를 감소시킬수록, 광고의 효과성을 높일수록, 그리고 효과적인 컨텐츠 제작 툴을 제공할수록 크리에이터의 수익 배분율을 낮출 수 있음을 보여주었다.

• 수산경영론집
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• 제34권1호
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• pp.87-115
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• 2003

Korean fisheries societies have had many difficulties for economic, social, and living circumstances. The government has tried many projects to improve these circumstances. But the results of the projects did not come up to his expectation. Recently, blue tourism is emerging as an alternative for improving these circumstances. So we applied a tourism value chain model for identifying what value activities and resources needed. According to the tourism value chain model, it was identified that there were six different value activities, i. e. advertising, reserving, moving, experiencing, returning, and after services of blue tourism. To identify which of the resources are sufficient or not in Korean blue tourism, we compared the required resources with actual ones. It was identified that Korean fisheries societies have so sufficient H/W related resources, but not IT related S/W resources, humanware-based resources, some industrial H/W resources and sociocultural resources. Therefore, Korean blue tourism will be activated, we have to concentrate our efforts on supplementing some scant blue tourism resources, i.e. S/W and humanware related resources and developing a variety of tourism programs to H/W resources. Generally, sustainable tourism needs all of S/W, H/W, and humanware resources. So we suggest several policies for the aspects of S/W, H/W, and humanware resources to activate blue tourism. But before carrying these policies out, they should be tested by field studies. And tourism motivations will be also studied because effective tourism marketing is impossible without an understanding of consumers' motivations.

• International Journal of Internet, Broadcasting and Communication
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• 제13권2호
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• pp.218-223
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• 2021

The five elements of big data are said to be Volume, Variety, Velocity, Veracity, and Value. Among them, data lacking the Veracity of the data or fake data not only makes an error in decision making, but also hinders the creation of value. This study analyzed YouTube's revenue structure to focus the effect of data integrity on data valuation among these five factors. YouTube is one of the OTT service platforms, and due to COVID-19 in 2020, YouTube creators have emerged as a new profession. Among the revenue-generating models provided by YouTube, the process of generating advertising revenue based on click-based playback was analyzed. And, analyzed the process of subtracting the profits generated from invalid activities that not the clicks due to viewers' pure interests, then paying the final revenue. The invalid activity in YouTube's revenue structure is Raw Data, not pure viewing activity of viewers, and it was confirmed a direct impact on revenue generation. Through the analysis of this process, the new Data Value Chain was proposed.

• Asian Journal of Innovation and Policy
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• 제4권3호
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• pp.397-409
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• 2015

Nowadays, crowdfunding presents a promising development. This research focuses on the influence of platform strategy and market response on the success of crowdfunding from the perspective of the elaboration likelihood model (ELM) theory. Detailed product specifications, crowdfunding difficulty coefficient, vivid advertising video such as introduction and music, and recommendations from relevant figures are all used to depict platform strategy. Meanwhile, we use the number of lovers, followers, comments and 1 RMB backers to measure the level of market response. And thus, we model the impact of platform strategy and market response on crowdfunding success with empirical studies based on 400 samples of observed value. We found firstly that there exist significant positive relations between the total amount of funds pledged and detailed product specification, vivid advertising video, recommendations from relevant figures and the number of 1 RMB backers. Secondly, the crowdfunding difficulty of projects affects negatively, and significantly, the total amount of funds pledged. Thirdly, the influence of the number of lovers and followers on funds pledged is not significant.

• Human Ecology Research
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• 제52권4호
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• pp.383-394
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• 2014

The purpose of this study is to analyze the expression types and aesthetic meanings of fashion photographs adopting parody storytelling. The expressions of parody storytelling in advertising into the following five 5 types: parody of literature, movies, TV programs, art, and social issues. Therefore, in this study, we analyzed fashion photographs adopting parody storytelling from literature, movies, TV programs, art, and social issues, in fashion magazines. The meanings of fashion photographs adopting parody storytelling are as follows: First, the photographs adopting parody storytelling create new meanings with respect to a changeable narrative by transforming the original. Second, the humor of deviation comes from fun and interest generated the play of intent transformation and reconstruction of the original. Third, the photographs adopting parody storytelling of social issues suggest current messages. There is a growing tendency toward the value and the meanings of storytelling, and the various contents that have become the motive of the parody have important meanings. In particular, the analysis of expression methods and meanings of storytelling will contribute to raising the brand image through an effective fashion photographs project strategy. A story can be used as a source of inspiration and can contribute various ideas for a fashion photo-shoot and for fashion marketing.

• 패션비즈니스
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• 제26권6호
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• pp.82-93
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• 2022

Sustainability is a significant change that fashion industry has undergone. Marketers and brands are looking for guidance in green advertising to most effectively motivate consumers to purchase sustainable fashion products. This study aims to reveal environmental and cultural sustainability claims on message credibility and purchase intention regarding product trendiness. We performed mediation and moderation analyses, using a 2 (sustainability message: environmental and cultural) × 2 (product design: classic vs. trendy) between-subjects experimental design. The PROCESS MACRO was used for the analysis. Results indicate that environmental claim must appear credible to consumers to motivate them to purchase a product. On the other hand, cultural claim, with and without credibility, affected consumer's purchase intention. Moreover, cultural claim and trendy design together influenced message credibility and purchase intention, showing a moderated mediation effect. The study indicates that brands should broaden their perspective regarding sustainability by considering cultural factors when providing sustainability claims. Environmental claim should be clear and transparent to avoid green skepticism. Also, it is important to focus on product's design aspect: making trendy designs. It is difficult to change consumer behavior based only on sustainability value. Thus, brands must coney their consideration of design trends. Theoretical and managerial implications also are discussed.

• 유통과학연구
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• 제22권7호
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• pp.107-117
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• 2024

Purpose: Consumers have become more interested in eating organic food in recent decades because of the effect of merchants' advertising. Eating organic food is also shown to strengthen immunity, especially during the recent COVID-19 pandemic. However, consumers may find it more difficult to choose organic food retailers than to purchase conventional goods. This is because of the uncertainty characterizing the process of selecting organic food retailers, despite the growing rivalry across supermarket chains that sell organic goods. This study explores how consumers' perceived image (social responsibility and ability image) of organic food stores affects consumer loyalty. Research design, data and methodology: The data for the analysis were collected using Macromill Embrain, an online research service agency. The data were analyzed using SPSS 26 and Smart PLS 4.0. Results: Based on structural equation modeling, the findings of the study demonstrate that store image positively impactsstore loyalty, and that the mediator (perceived value) affects the relationship between the two variables. Conclusions: Organic food stores must understand consumers to improve store loyalty. Efforts such as providing a user community that enables joint behavior by sharing experiences among customers or launching campaigns to improve consumers' perceived brand identity can increase store loyalty.

• 한국콘텐츠학회논문지
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• 제17권3호
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• pp.609-623
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• 2017

본 연구는 한국과 영국 교복 광고들 속에서 광고의 의미가 어떻게 구성되고 다양한 재현들이 무엇을 의미하는가를 고찰하고, 광고를 둘러싸고 전개된 담론들, 특히 성 담론에 주목하면서 양국의 문화적 함의의 차이를 밝히고자 하였다. 이를 위해 한국의 <스쿨룩스>와 영국의 <아메리칸 어패럴>의 교복 광고들을 분석 대상으로 선정했고 다양한 기호학적 분석 방법들을 활용했다. 기호의 2차 의미 생성 과정 분석, 즉 기표와 기의, 함축 의미와 이데올로기의 단계적 의미들을 도출하고자 하였다. 또한 비판적 담론 분석을 시도하여 광고 텍스트의 의미와 담론적 의미 및 이데올로기적 실천 의미를 파악하였다. 분석 결과, 이들 두 나라의 학생 교복 광고들에는 여성 상품화, 남녀의 권력 불균형, 아동 성애자적 접근 등의 부정적 양태와 교복의 본연의 의미와 가치가 왜곡된 경향이 드러났다. 나아가 교복 광고를 둘러싼 양국의 담론들에 대한 비판적 담론 분석을 토대로 양 국가에서 잠재되어 있는 왜곡된 성적 대상화와 상업화를 통한 비정상적인 미적 가치 변형 양상과 '롤리타 판타지'가 만연되어 있음이 나타났다. 나아가 변태적 성적 취향으로 인해 학생들에게 성적 정체성의 혼란과 가치관의 혼돈을 야기하고 있는 것을 발견하였다.