• Asia Marketing Journal
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• 제22권4호
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• pp.47-62
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• 2021

Good storytelling is at the heart of BTS as both a brand and a band. Modern brands know that story is no longer an option, but a requirement for keeping audiences engaged. With their consistent and creative reliance on story, BTS has transformed the K-Pop landscape, providing a framework for others in the industry that relies on open-structure narratives, sincerity, and active audience engagement, among other components. To investigate BTS's storytelling strategies, this article breaks down how stories permeate BTS's content, from music and videos to the Bangtan Universe and documentary films. The importance of transmedia storytelling and participatory audiences is also examined. The analysis resulted in a proposed framework that suggests the following components: 1) story as central to the brand; 2) authenticity and sincerity; 3) idol participation in creative output; 4) use of transmedia storytelling and story gaps; 5) intertextuality and cohesion; 6) opportunities for audience engagement; and 7) dedicated creative staff. Utilizing this framework can help K-Pop groups elevate their brands, better use storytelling elements, and gain larger, more engaged audiences.

• Fashion, Industry and Education
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• 제15권1호
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• pp.1-11
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• 2017

The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling. The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits. In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits. The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.

• 산경연구논집
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• 제15권2호
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• pp.19-30
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• 2024

Purpose: This paper provides both quantitative and qualitative literature review on employee engagement in State Owned Enterprises (SOEs) as portrayed in literature and offers more insight into the concept on how it can be optimised. Research design, data and methodology: The study adopted a desktop research methodology. A review and analysis of both theoretical and empirical research and articles which are relevant to employee engagement in SOEs was conducted. Only secondary information gathered through those articles and research was used to analyse and build literature review on employee engagement in SOEs. Results: A literature review of both qualitative and quantitative research on employee engagement in organisations generally and in SOEs particularly was done, and it indicated the positive relationship between employee engagement and organisational performance. From the study, it is evident that employee engagement is not optimal around the world, therefore it is an area which needs more attention. Hence, this study proffered strategies for enhancing employee engagement in SOEs. Conclusions: This study proffers strategies for optimising employee engagement in SOEs. These are brand image, work environment, management and leadership characteristics, training and development opportunities, performance management, work life balance, effective communication and Kahn's three factors of meaningfulness, safety and availability. These strategies are essential in optimising employee engagement as portrayed in the reviewed literature.

• 한국프랜차이즈경영연구
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• 제13권1호
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• pp.35-46
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• 2022

Purpose: With the rapid changes in the technical development and the trend of consumption trend, the convenience store industry is facing an unprecedented competitive situation in the consumption environment where the boundary between online and offline is broken due to the stagnation of offline distribution channels and the spread of online shopping. The biggest innovation strategy of the major convenience store brands in recent years are introducing the O2O (Online to Offline) platform and presenting new products and services beyond the boundaries of online and offline to transform themselves into Omni Channel stores. The study is designed to analyze the effect of innovativeness of convenience store as a stimulus in O2O platform which customers perceive on store loyalty, the final response to external stimuli, through customer engagement with convenience store brands. Specifically, the innovativeness of convenience stores was divided into types of core activities in corporate marketing and focused on innovations in services, products(proposals), promotions and experiences. Research design, data, and methodology: Various hypotheses have been developed to achieve this research purpose. The data were collected from 1,128 questionnaires the age between 15 and 60 who had experience using retail store apps and delivery apps and were analyzed using SPSS 22.0 and SmartPLS 3.3.7 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses were tested using structural equation modeling with SmartPLS 3.3.7 program. Results: First, service innovation has a positive effect on cognitive engagement. Second, product, promotion and experience innovation have a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: All four types of innovation and cognitive engagement have a positive effect on emotional engagement, which has a stronger effect on store loyalty than cognitive engagement. Thus, while innovation can build loyalty through emotional engagement, innovation strategies must be designed and pursued with caution in terms of impact through cognitive engagement may not achieve the planned goals.

• 한국의류학회지
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• 제40권2호
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• pp.315-329
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• 2016

The $21^{st}$ century is the age when the revolution of digital technology enables two-way communication and when emotional values are emphasized. Thus, it exerts influence on the fashion industry and fashion communication. Along with fashion shows, advertising and displays, many fashion brands have increased the use of fashion films. For that reason, this study examines the characteristics of fashion films made by fashion brands, based on the frame work of persuasion communication. For the research, literature reviews and internet website research were done and films of Chanel, Prada, Kenzo and Alexander Wang were analyzed. The definition and types of fashion films were redefined as terminology varied throughout previous studies prior to analyzing each case. As a result, a fashion film would be redefined as 'a digital image which a fashion brand publishes to consumers for the promotion of brand comprehension'. Also, five fashion film types, 'short film', 'campaign film', 'animation film', 'brand film' and 'show film' were redefined. The analysis provided three communication characteristics: reliability, engagement and intuition. First, reliability is attained when a fashion brand (sender) delivers brand message to consumers (receiver) consistently and unitedly. Second, engagement is attained when the type of fashion film (channel) delivers creative image features such as format, music, video technique to attract consumers' interest. Lastly, intuition is attained when a fashion brand (sender) delivers a message akin to brand identity and deepens consumers' understanding. In addition, this study tried to identify the unique usage tendency of brands that could serve as practice guidelines for other fashion brands.

• Fashion, Industry and Education
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• 제15권1호
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• pp.12-28
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• 2017

In the era of social media, marketers have struggled to understand and serve participants' diverse and multifaceted needs in a novel form of online brand community in the social-networking sites such as Facebook. Thus, this study identifies different groups of participants affiliated with Facebook brand pages based on their needs for brand connection. The need-based segments are validated by comparing results across foodservice and consumer goods. Results of cluster analysis reveal three distinct segments (i.e., residents, lurkers, and peepers) based on participants' functional, experiential, and incentive needs. Results of multivariate analysis of variance illustrate significant differences in relational tendencies for a brand of interest among these three groups. The three groups are profiled based on participants' engagement level. Findings of this study are expected to help marketers better understand the needs of diverse participants in their SNS-embedded brand community so they can develop tailored communication strategies for targeted groups.

• 한국융합학회논문지
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• 제8권6호
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• pp.1-7
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• 2017

본 연구는 디지털 사이니지와 스마트 기술이 융합되면서 디지털 사이니지의 상호작용성(고/저)와 인게이지먼트(고/저)에 따라 기억 효과와 브랜드 태도 효과의 차이가 어떻게 나타나는지를 살펴보았다. 2X2 피험자간 요인설계를 통해 실증적으로 분석하였으며, SPSS 18을 이용하여 Two Way MANOVA분석을 통해 검증하였다. 연구 결과, 첫째, 디지털 사이니지의 상호작용성과 인게이지먼트 수준이 낮으면 '종합적 기억정보'가 많이 회상되나 두 조건이 모두 높으면 '속성기억정보'가 회상되는 것으로 나타났다. 둘째, 디지털 사이니지의 상호작용성이 낮고 인게이지먼트 수준이 높으면 제품의 제품에 대한 전반적인 태도를 형성하는 기억 정보가 많이 회상되었다. 또한 상호작용성 수준이 높고 인게이지먼트가 낮아도 속성 정보보다는 전반적인 평가를 통한 태도적인 인지 반응이 높게 형성되었다. 셋째, 브랜드 태도는 상호작용성 수준이 나자고 인게이지먼트 수준이 높을 때 긍정적이었다. 이는 디지털 사이니지를 통해 제품에 대한 태도를 긍정적으로 형성시키기 위해서는 상호작용을 최소화하는 대신 디지털 사이니지 미디어 자체에 대한 몰입을 극대화하는 방안이 브랜드에 대한 경험을 통해 태도 형성에 긍정적인 영향을 미칠 수 있다.

• 한국융합학회논문지
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• 제6권5호
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• pp.199-206
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• 2015

본 연구는 페이스 북 브랜드 팬 페이지 사용자들이 추구한 편익을 기능적, 정서적, 상징적 편익의 세 차원으로 분류하여 이들 편익이 브랜드 애착과 브랜드 몰입에 어떠한 영향을 미치는지를 구조적으로 살펴보고자 하였다. 연구 결과, 기능적 편익에 비해 감성적 편익이 브랜드 애착을 형성하는 데 중요한 역할을 하는 것으로 나타났다. 또한 상징적 편익과 기능적 편익 간의 비교에서는 상징적 편익이 브랜드 애착 형성에 중요한 역할을 하는 것으로 나타났다. 그러나 감성적 편익과 상징적 편익은 차이가 없이 브랜드 애착에 영향을 미치는 것으로 나타났으며, 브랜드 애착은 브랜드 몰입에 영향을 주는 선행 변수라는 점이 확인되었다.

• Asia pacific journal of information systems
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• 제31권2호
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• pp.197-219
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• 2021

Social media platforms have become prominent channels for e-commerce, and the role of social network sites' (SNS) content marketing is expanding as a strategic marketing communication approach to attract and retain consumers and increase sales. In this study, we focused on South Korea market and explored the influence of linguistic complexity and informality on consumer engagement. In particular, we identified the importance of complexity, focusing on its negative effects, as well as the moderating effect of commerce features to minimize these effects. Specifically, content length, hashtags, long words, and average sentence length significantly and negatively impacted consumer engagement. The influence of emojis, an informality variable, was not statistically significant. Shoppable tags, a commerce feature that provides both advertising explicitness and shopping convenience, were a moderating factor in the influence of complexity. Our findings provide new insights for content marketing researchers, and have practical implications for social media managers and content developers.

• The Journal of Asian Finance, Economics and Business
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• 제5권4호
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• pp.107-116
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• 2018

The aim of this study is to delve deeper into the online brand community study. This study tests (a) the effects of online brand community on its outcomes, (b) the impact of value creation practice construct as a whole, (c) the effects of value creating practice construct on the two types of loyalty, loyalty toward the brand and the community. Participants of this study (N=353) are members of four types of online brand communities (e.g., business-to-consumer virtual product support community, firm-hosted online community, user-generated online community, peer-to-peer problem-solving community, and social media based brand community). Data were collected online using Amazon Mechanical Turk from April 10, 2016 to May 10, 2016. The data were analyzed through structural equations modeling using AMOS 20. The three community markers (e.g., consciousness of kind, rituals and traditions, and moral responsibility) and the four value creation practices (e.g., social networking, impression management, community engagement, and brand use) are proved to be significant indicators of online brand community and value creation practice constructs, respectively. Test results showed that strong and effective online brand communities generate value creation practices, and value creation practices enhance brand loyalty. The mediating effects of community loyalty between value creation practices and brand loyalty were revealed.