• Journal of Convergence for Information Technology
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• v.7 no.2
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• pp.101-109
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• 2017

This study was undertaken to understand how reference groups, convenience and pursuit of information affect subscription-based Webtoon service usage through reliability and curiosity, through which this study provides some suggestions for developing Webtoons and increasing profitability of service providers. Therefore, the reliability and feasibility analysis were conducted for 449 readers who used the paid webtoon more than once. In addition, the causality test was conducted to verify the research model. As a result of the research, this study shows the following implications: First, it is recommended that webtoon service providers produce webtoons with the webtoonists who have more expertise developing new webtoons. Second, webtoon service providers should focus on advertising during the episodes that are currently being subscribed to, or in the next episodes in order to stimulate the usage needs of readers rather than focusing on advertising the products related to the characters and their development and sales. Third, webtoon service providers are supposed to develop webtoons by using materials that can appear in everyday life. Fourth, webtoon service providers should continue their research in order to develop high quality products and express the unique characteristics of their advertisements by increasing investment in the development of products and advertising.

• Asia Marketing Journal
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• v.15 no.3
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• pp.53-77
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• 2013

As advertising and promotions are categorized as operating expenses, managers tend to reduce marketing budget to improve their short term profitability. Gauging the value and accountability of marketing spending is therefore considered as a major research priority in marketing. To respond this call, recent studies have documented that financial market reacts positively to a firm's marketing activity or marketing related outcomes such as brand equity and customer satisfaction. However, prior studies focus on the relation of marketing variable and financial market variables. This study suggests a channel about how marketing activity increases firm valuation. Specifically, we propose that a firm's marketing activity increases the level of the firm's product market information and thereby the dispersion in financial analysts' earnings forecasts decreases. With less uncertainty about the firm's future prospect, the firm's managers and shareholders have less information asymmetry, which reduces the firm's cost of capital and thereby increases the valuation of the firm. To our knowledge, this is the first paper to examine how informational benefits can mediate the effect of marketing activity on firm value. To test whether marketing activity contributes to increase in firm value by mitigating information asymmetry, this study employs a longitudinal data which contains 12,824 firm-year observations with 2,337 distinct firms from 1981 to 2006. Firm value is measured by Tobin's Q and one-year-ahead buy-and-hold abnormal return (BHAR). Following prior literature, dispersion in analysts' earnings forecasts is used as a proxy for the information gap between management and shareholders. For model specification, to identify mediating effect, the three-step regression approach is adopted. All models are estimated using Markov chain Monte Carlo (MCMC) methods to test the statistical significance of the mediating effect. The analysis shows that marketing intensity has a significant negative relationship with dispersion in analysts' earnings forecasts. After including the mediator variable about analyst dispersion, the effect of marketing intensity on firm value drops from 1.199 (p < .01) to 1.130 (p < .01) in Tobin's Q model and the same effect drops from .192 (p < .01) to .188 (p < .01) in BHAR model. The results suggest that analysts' forecast dispersion partially accounts for the positive effect of marketing on firm valuation. Additionally, the same analysis was conducted with an alternative dependent variable (forecast accuracy) and a marketing metric (advertising intensity). The analysis supports the robustness of the main results. In sum, the results provide empirical evidence that marketing activity can increase shareholder value by mitigating problem of information asymmetry in the capital market. The findings have important implications for managers. First, managers should be cognizant of the role of marketing activity in providing information to the financial market as well as to the consumer market. Thus, managers should take into account investors' reaction when they design marketing communication messages for reducing the cost of capital. Second, this study shows a channel on how marketing creates shareholder value and highlights the accountability of marketing. In addition to the direct impact of marketing on firm value, an indirect channel by reducing information asymmetry should be considered. Potentially, marketing managers can justify their spending from the perspective of increasing long-term shareholder value.

• Asia Marketing Journal
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• v.10 no.4
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• pp.35-64
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• 2009

In an effort to increase our understanding of green buying behavior, the present study proposes and tests a comprehensive model of how values influence attitudes toward the environment and preferences for green products in a cross-cultural setting. Data were collected from a survey with consumers in two cultures, diametrically different on values salient to environmental consumerism, the U.S. and Korea. As a result of model testing both at the national and multi-group levels, a refined, final model is presented. While the core human values were found to relate to environmental attitudes and green buying behavior, the patterns of the relationships among the variables emerged to differ between the two cultures, highlighting the importance of cross-cultural investigations in this area. Results suggest that biospheric values significantly influence environmental attitudes and green consumption in both countries. However, the effects of egoism were significant among American respondents whereas altruism appeared to have a significant influence on attitude and behavior in the Korean sample. Findings of this study should aid international marketers in their understanding of what drives consumers' green buying behavior in different cultural settings.

• Journal of the Korean Geographical Society
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• v.38 no.3
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• pp.413-425
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• 2003

This article aims to validate empirically and verify theoretically, the applicability of the spa town life cycle model to Bath Spa located in United Kingdom. In order to test the model, the indicators of the model that associated with the rate of transportation infrastructure, the length of stay, tourist facilities, competitive resorts, advertising, tourism policy, environmental problem and the attitude of residents were examined through a comparative analysis. According to the result of this research, the indicators of 7 items excepting competitive resorts applied to Bath Spa. The competitive resorts of Bath Spa emerge at the maturity stage differing from the model that appeared at the stagnation stage. In conclusion if the new hypothesis of competitive resorts is added to the model, the model will be applied to western spa town, which has a small scale and a long history.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.1
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• pp.14-26
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• 2020

We categorize partnership types between network operators and a global video streaming or over-the-top service provider, Netflix from 2011 to the first quarter 2018. The options are based on the integration of over-the-top (OTT), Netflix with pay TV and telecommunication operators in the form of carrier billing, access to over-the-top (OTT) via devices or the development of their tariff plans. Options of the Type 3, 'cooperation' or the Type 4, 'agreement' entails a kind of the technical involvement between two partners and commercial agreement. The types of partnership are evolving from one to others. Some partnerships have characteristics of more than one type. The majority of technical or service integration cooperation of Type 3 entail bundling and marketing promotion of Type 2 and Type 1. Similarly, the 'agreement' of Type 4, co-branded or white-label service initiative entail tariff or device user interface (UI) integration of the 'cooperation' of Type 3 and joint marketing initiatives of Type 1.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2007.11a
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• pp.232-236
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• 2007

모바일 RFID 는 ‘모바일’과 'RFID’ 특징의 결합이라는 강력한 장점을 가지고 있어서 사용자 정보에 대한 파악과 사용자의 위치 및 상황에 따른 광고에 다양하게 활용될 수 있다. 이에 본 연구에는 태그 매치 광고를 중심으로 한 모바일 RFID 광고 비즈니스 모델을 설계한다. 이를 위해 모바일 RFID 서비스의 특징 및 서비스 유형을 분류하는 것에서부터 연구를 시작하여, 모바일 RFID 광고의 정의 및 유형을 분류한다. 이후 모바일 RFID를 활용한 태그 매치 광고를 중심으로 시나리오를 제시하고, 비즈니스 모델의 프로세스 분석 및 각 사업 참여자들의 역할 및 제공가치와 인센티브를 고찰한다. 본 비즈니스 모델의 타당성을 논증하기 위해 태그 매치 광고와 유사성이 있는 온라인 광고 모델 및 모바일 광고에 대하여 검토한다.

• Journal of the Korean Operations Research and Management Science Society
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• v.39 no.3
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• pp.133-144
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• 2014

Naver, a leading search engine in South Korea, may show modified and reorganized search results for some trendy and popular keywords; when popular words such as the titles of soap operas and films are searched for,all the detailed and well-organized information regarding them can be presented. By recognizing that search engines may modify and reorganize search results for some popular keywords, we mathematically model the impact of the degree of modification of search results on the search engine's profit to derive its optimal modification degree. We show how the optimal degree of search result modification may change according to the different shapes of the search engine's advertising revenue function.

• Journal of Information Technology Services
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• v.8 no.4
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• pp.151-163
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• 2009

In this paper, we design and develop a personalized advertisement and information services system based on mobile RFID using RFID virtual tag. It is a system to perform the use of the contents information or the commercial transaction on the contents products through internet server connection by using RFID tag information with a mobile according as transmitting immediately to a cell phone after a tag generator derived RFID tag information to be substituted for the contents information being output at present, after being transmitted from a cell phone the information request signal on the contents information being output from video media. This service system provides a mechanism for gathering advertisement information left behind by many clients visiting advertisement sites for analysis of customers property, service model for selecting personalized services, and mechanism for providing them to customers who visited in a advertisement mall joined to the shopping site.

• International Journal of Contents
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• v.12 no.3
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• pp.59-68
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• 2016

This study investigates perceived social presence, perceived interactivity, perceived enjoyment, and perceived trust as antecedents of consumer engagement. We measured the attitudinal and behavioral brand loyalty as consequences of consumer engagement in social media. Our findings suggest that perceptions of social presence, enjoyment, and trust are significantly related to consumer engagement. Conversely, perceived interactivity has no positive influence on consumer engagement. In addition, consumer engagement is found to have a significant impact on both attitudinal and behavioral brand loyalty. The study revealed that, in the modified model, covariance paths among the proposed antecedents of consumer engagement (namely the perceived social presence, interactivity, enjoyment, and trust) are statistically significant. In this paper, we also discuss limitations of the study and future research.

• Journal of the Korea Society for Simulation
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• v.4 no.1
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• pp.45-57
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• 1995

본 연구는 불확실한 경영환경하에서 전략목표에 영향을 미치는 환경요인을 확인하고, 이를 다시 전략계획 시뮬레이션 모형에 체계적으로 반영하기 위한 새로운 전략계획 시뮬레이션 모형을 제안한다. 본 연구에서 제안하는 전략계획 시뮬레이션 모형은 (1) 환경요인 분석을 위하여 퍼지인식도(Fuzzy Cognitive Map)를 적용하고, (2) 경쟁관계를 체계적으로 반영하기 위하여 미분게임(Differential Game) 모형을 이용한다. 퍼지인식도는 특정 의사결정 문제에 있어서 관련된 여러 개념간의 인과관계를 해석하고 그를 통하여 해당 문제전체에 관한 효과적인 의사결정을 지원하는 소위 구조적 모형화(Structural Modeling)도구의 한 방법이다. 한편, 본 연구에서는 미분게임을 이용하여, 퍼지인식도에 의하여 확인된 환경요인을 변수로 감안하고, 아울러 경쟁관계를 수식화 하므로써 보다 체계적인 시뮬레이션이 가능하다. 제안된 전략계획 수립 시뮬레이션 모형을 동태적 광고모형(dynamic advertising model)에 적용하므로써 보다 효과적인 경영전략계획 수립이 가능함을 보였다.