• Asia pacific journal of information systems
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• 제27권1호
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• pp.54-76
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• 2017

The purpose of marketing via Facebook is to convince consumers to become fans of a brand. Facebook constructs virtual brand communities that enable brand fans to interact with these brands. This study investigates the antecedents and consequences of fan participation characterized by the breadth and depth of brand fans' like, comment, and share activities. An empirical analysis with 204 survey respondents reveals that expected benefits, such as brand information, social interaction ties, playfulness, and incentive, have positive effects on fan participation. Furthermore, fan participation increases fan's attitudinal loyalty, which then positively affects behavioral loyalty. Theoretical and practical implications of the findings as well as future research directions are also discussed.

• 한국콘텐츠학회논문지
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• 제13권4호
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• pp.155-169
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• 2013

본 연구는 한류 팬들의 유투브 참여의 의미와 특성 및 참여형태에 따른 한류 팬들 간의 관계형성을 알아보고, 한류 팬의 유투브 참여가 한류의 확산에 미칠 영향력을 고려할 것이다. 나아가 한류 팬의 유투브 참여를 통하여 한류 콘텐츠 다양화 방안을 모색할 것이다. 연구방법은 홍콩의 10-20대를 대상으로 집단토론 인터뷰 형식의 파일럿조사와 3차례 이메일 인터뷰를 실시하였다. 홍콩의 조사 참여자들은 유투브에서 한류 관련 동영상 검색을 비롯하여 댓글을 남기거나 자신의 스타를 촬영한 동영상을 제공하는 등 능동적으로 소비하였다. 또한 자기표현 및 한류를 매개로 타인과의 공감대를 형성하기 위하여 한류 관련 동영상을 유투브 외에 소셜 네트워크 서비스를 통해 공유하였다. 이와 같이 홍콩의 한류 팬들은 유투브를 매개로 한류를 그들의 일상 속 문화로 수용하며 한류 콘텐츠를 재생산 및 확산하여 한류가 세계적으로 양방향 소통이 되는데 일조하고 있다.

• 한국콘텐츠학회논문지
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• 제21권6호
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• pp.480-493
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• 2021

본 연구는 디지털 미디어를 이용하는 팬덤이 사회적 참여를 수행하는 과정을 실증적으로 해명하는 데 목적이 있다. 이론적인 틀로 동일시 개념을 새롭게 해석하고 그루닉의 공중 상황 이론을 활용한다. 이를 위해 온라인이나 소셜 미디어를 활용하면서 방탄 소년단(BTS)의 가치를 실제 행동으로 실천하고 있는 팬덤, 아미를 대상으로 설문 조사를 실시하였다. 연구결과, 아미의 디지털 매개 커뮤니케이션 행위와 사회참여 사이의 긍정적인 관련성을 검증하였고, 아미가 방탄소년단에 대하여 경험하는 동일시가 매개 역할을 한다는 사실 역시 확인하였다. 특히, 개인이 팬 대상을 친구나 동료로 받아들이는 수평적 동일시는 팬 대상을 스타로 여기는 수직적 동일시보다 사회참여로 나아가는 데 더 큰 영향을 미쳤다. 본 연구는 디지털 미디어, 미디어 수용자, 팬덤 그리고 PR 등 다양한 연구 분야들의 성과들을 동원하여 개인의 미디어 이용과 사적 감정, 공적 행동 사이의 관련성을 밝혔다는 데 그 의미가 있다.

• Smart Structures and Systems
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• 제24권5호
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• pp.597-606
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• 2019

Damage detection based on dynamic characteristics of a structure is one of important roles in structural damage identification. It is difficult to detect local structural damage using traditional dynamic experimental methods due to a limited number of sensors used in an experiment. In this work, a non-contact test stand of fan blades is established, and a full-field noncontact test method, combined with three-dimensional digital image correlation, Bayesian operational modal analysis, and damage indices, is used to detect local damage of a fan blade under ambient excitation without use of baseline information before structural damage. The methodology is applied to detect invisible local damage on the fan blade. Such a method has a seemingly high potential as an alternative to detect local damage of blades with complex high-precision surfaces under extreme working conditions because it is a noncontact test method and can be used under ambient excitation without human participation.

• Journal of Sport and Applied Science
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• 제4권2호
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• pp.45-51
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• 2020

Purpose: The purpose of this study is to investigate how sports fans' loyalty is built via CSR activities of professional sports teams. Furthermore, the study sought to suggest the model presenting the process of developing loyalty of sport fans by teams' CSR performance. Research design, data, and methodology: For this purpose, a survey was conducted on 450 professional sports fans through the convenience sampling method. A total of 357 of the data were used for the final analysis. Based on the collected data, frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted. Results: The results showed that CSR activities contribute to building a positive image of team. Regarding fan identification, team image has also a positive effect on enhancing identification. The finding has supported the notion that attitudinal loyalty is enhanced by fan identification and further attitudinal loyalty significantly influences behavioural loyalty of fans. Conclusions: The results of this study explored the function of CSR of the teams on attitudinal and behavioural outcomes, loyalty. Moreover, the study suggested the constructual model presenting its role on enhancing fans' attitudes and behaviour affecting participation and consumption. Academic and practical implications were discussed for sport marketers and practitioners.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2015년도 춘계 종합학술대회 논문집
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• pp.11-12
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• 2015

This paper describes development of a system that can create a hazard map by residents in order to prepare for disaster in daily life. This system make a hazard map by displaying the community-based disaster information on the map. Residents register information about the spot (a disaster type, a risk level, a photo, comments, positional information) that can be dangerous in case disaster. We think that residents can share information while having fan and increase disaster prevention consciousness by resident participation activities.

• 복식
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• 제62권1호
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• pp.137-151
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• 2012

The purpose of this study was to examine how recently fashion brands tried to design Facebook contents for their promotion strategies, and how to encourage customer's empathy and participation for communication content. For this study, 17 domestic and foreign fashion brand facebook contents were analyzed. The results of the study were as follows. First, fashion brands provided product information through various methods such as the Facebook fan styling pictures contest which attracted voluntary participation from fans, an emotional product introduction video with effective storytelling techniques, and pictures and videos of a new season collection that were always viewable and able to be evaluated. Secondly, Facebook contents of brand promotion that contributed to the brand image and loyalty formation were identified. Fashion brands encouraged their fans to be involved in socially-oriented marketing and brand community. Moreover, telling the story of the brand history and brand management enhanced brand involvement of fans. Finally, fashion brands communicated actively with their fans providing information that aroused their interest. They gave tips on how to improve the quality of life, provided useful applications that offered various benefits in everyday life. Based on this result, implications of Facebook contents management as a promotion strategy were further discussed.

• Journal of Korea Trade
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• 제25권2호
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• pp.75-94
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• 2021

Purpose - This article will take the Korean manufacturing industry as an example to estimate Korea's global value chain status from the perspective of overall and sub-industry, hoping to provide a theoretical reference for Korean manufacturing to climb the global value chain. Design/methodology - Based on the WIOD data. The data is calculated by using MATLAB (2014a) coding. The data for 6 sectors are classified according to the International Standard Industrial Classification revision 3 (ISIC Rev. 3), the WIOD data are used to calculate and compare the position, participation and dynamics of the Korea, China and USA' manufacturing industry in the 1995-2016. Findings - The empirical results supported conclusions of the theoretical model. In the Korean GVC of electrical and optical sector, while stronger forward linkages than backward linkages to GVC are advantageous for an average advanced country, the benefits of downstream tasks are pronounced for non-advanced countries. And proved the correlation for an index to capture a country's upstream position or downstream position, it makes sense to compare that Korea's exports of intermediates in the same sector that are used by China and USA. Originality/value - The first is to re-examine the characteristics of South Korea's participation in global value chains under a more systematic and accurate theoretical framework, which provides a new empirical reference for related research; the second is to content covers of the manufacturing 6 sectors, so as to more completely describe the characteristics of Korean manufacturing's participation in global value chains; The value of this paper is providing empirical evidence of the effect of Korea's the GVC of manufacturing sectors. In the GVC of 6 sectors, first three have a higher position in the value chain and are in the upper middle and upper reaches of the GVC. The latter two have a low GVC position index, which has become the main sector that pulls down the overall position of Korea's manufacturing industry.

• 한국정보시스템학회지:정보시스템연구
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• 제24권4호
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• pp.99-116
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• 2015

Purpose One of the main characteristics of Social Network Service(SNS) is that users in an open space makes posts through voluntary participation and sharing among them. This makes SNS a very attractive channel to companies that need to send their messages to consumers. As a matter of fact, there are many companies doing marketing activities through a platform of Fan Page as a space for corporations and consumers to act together. This study defines the values and types of companies' advertising posts on Facebook, empirically analyzes the results of them, and investigates factors that could enhance the customer engagement. Design/methodology/approach A research model was built to demonstrate which values and types of posts were combined by corporations' posts on Facebook and create their messages and which of those combinations would lead to high results of customer engagement. Findings The results show differences in the values of posts between the group of high customer engagement and the other group on Facebook. This study makes its contribution by conducting elaborate analysis of posts on Facebook and thus proposing marketing strategies that companies, which had difficulties with systematic marketing activities due to cost limitations, could use on Facebook.

• 한국콘텐츠학회논문지
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• 제15권6호
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• pp.13-23
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• 2015

본 연구는 리얼리티 오디션 프로그램의 '재미'에 대한 것이다. '왜, 사람들은 리얼리티 오디션 프로그램에 그토록 열광하는가?' '오디션 프로그램 수용자들은 어떤 재미를 느끼는가?' 라는 의문에 대하여 '재미진화 모형[1]'의 적용을 통해 확인해 보고자 한다. '재미진화모형'의 4단계에 따라 수용자의 재미추구 행동양식을 구분하고 시간의 변화에 따라 단계별로 변화하는지 살펴보았다. 2013년 SBS "K-POP STAR"(시즌3)에 참여한 오디션 프로그램의 수용자들은 4가지 재미유형(보기, 가지기, 하기, 되기)을 충실히 따랐고 시간이 지남에 따라 재미추구 행동양식이 단계적으로 변화하고 있음을 확인하였다. 이것은 오디션 프로그램을 즐기는 수용자들에 대한 '재미진화' 모형의 수용을 의미하는 것으로 오디션 프로그램 수용자들의 '보기'(시청) 단계는 점진적으로 온라인과 오프라인을 통해 '가지기'(참가자 지지/악플 댓글 달기, 블로그/트위터 참여, 사진자료 수집활동)단계와 '하기'(심사단 참여, 팬클럽 만들기, 사생 팬 활동하기, 전화 투표 참가)단계를 거쳐 프로그램에 대한 재미(fun)를 증대시키고 있음을 확인할 수 있었다.