• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.498-511
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• 2015

This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor's six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies

• Journal of Distribution Science
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• v.17 no.3
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• pp.85-95
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• 2019

Purpose - The existing marketing studies using Social Network Analysis have assumed that network structure variables are time-invariant. However, a node's network position can fluctuate considerably over time and the node's network structure can be changed dynamically. Hence, if such a dynamic structural network characteristics are not specified for virtual goods purchase model, estimated parameters can be biased. In this paper, by comparing a time-invariant network structure specification model(base model) and time-varying network specification model(proposed model), the authors intend to prove whether the proposed model is superior to the base model. In addition, the authors also intend to investigate whether coefficients of network structure variables are random over time. Research design, data, and methodology - The data of this study are obtained from a Korean social network provider. The authors construct a monthly panel data by calculating the raw data. To fit the panel data, the authors derive random effects panel tobit model and multi-level mixed effects model. Results - First, the proposed model is better than that of the base model in terms of performance. Second, except for constraint, multi-level mixed effects models with random coefficient of every network structure variable(in-degree, out-degree, in-closeness centrality, out-closeness centrality, clustering coefficient) perform better than not random coefficient specification model. Conclusion - The size and importance of virtual goods market has been dramatically increasing. Notwithstanding such a strategic importance of virtual goods, there is little research on social influential factors which impact the intention of virtual good purchase. Even studies which investigated social influence factors have assumed that social network structure variables are time-invariant. However, the authors show that network structure variables are time-variant and coefficients of network structure variables are random over time. Thus, virtual goods purchase model with dynamic network structure variables performs better than that with static network structure model. Hence, if marketing practitioners intend to use social influences to sell virtual goods in social media, they had better consider time-varying social influences of network members. In addition, this study can be also differentiated from other related researches using survey data in that this study deals with actual field data.

• Industry Promotion Research
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• v.5 no.3
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• pp.81-88
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• 2020

This study aims to emphasize the importance of organizational culture through case studies on the activation of Atomy corporate culture, which is a key factor in corporate sustain-ability. A company is a purely Korean network marketing company that is advantageous to consumers, and further enhances the sustainable growth system by realizing the value of A company that realizes customer's success beyond customers' with better quality and more reasonable prices. In particular, A company has the following three characteristics of organizational culture to realize its founding philosophy, motto, management goals and management policy. First, it is a culture of Observing Principles. Second, it is a culture of glowing together. Third, it is a sharing culture. In addition, A company established and practiced, a unique thinking and organizational culture characteristic of work, to realize growth and development of a top-notch company beyond a global Korean network marketing company. On the other hand, A company is realizing the re-establishment and implementation of the human resource management system that strategically reflects the value of industry according to the changes and characteristics of the times. In other words, the most important factor for revitalizing the organizational culture is the aspect of changes in the personnel system. We are further improving our sustain-ability management system through system innovation to provide continuous value to our partners, members, and consumers along with a strategic HR system differentiated from existing network marketing companies.

• Journal of Venture Innovation
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• v.2 no.2
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• pp.47-64
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• 2019

This study analyzed the effects of small business CEO's competencies type on business performance. For this purpose, 4 independent variables(strategic, marketing, management and network competencies) and 2 dependent variables(financial and non-financial performance) were used. 220 data were collected from the field survey questionnaires administered to a convenience sample of small business CEO. For hypothesis testing, the IBM SPSS Statistics 24.0 was used. Frequency analysis, exploratory factor analysis, correlation analysis, and hierarchical regression analysis were conducted. Empirical studies showed as follows. First, this study showed that the four competencies were significant to financial performance and the three competencies(except management competencies) were significant to non-financial performance. The higher small business CEO's competencies, the more likely it affects both the financial and non-financial performance of the company. Second, effects of small business CEO's competencies on financial performance were analyzed in order of network competencies > management competencies > strategic competencies > marketing competencies. Third, effects of small business CEO's competencies on non-financial performance were analyzed in order of network competencies > marketing competencies > strategic competencies. These findings had some implications. In academia, the impact forces of 4 small business CEO's competencies were analyzed for the first time. In practices, successful start-ups or sustainable management requires an interest in the active enhancement of small business CEO's competencies.

• Journal of Digital Convergence
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• v.12 no.7
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• pp.177-187
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• 2014

In this paper, representative social network services(SNS) of Korea, China, and America such as Cyworld, Renren and Facebook were analyzed in regards to their business strategies and successful factors. From the analysis results, it was found that their common business strategies are strengthening a sense of belonging by providing differentiated customer services and by increasing customer satisfaction and this kind of strategies were naturally connected to the corporate marketing. So, Maintaining their own differentiated services, SNS companies should make a constant efforts to meet customers' needs on the base of success factors. Companies which will carry out marketing with SNS should also improve their images through communication with customers, utilizing services provided by SNS companies which match well with companies using SNS as a means of marketing. As various extensive researches are being conducted on SNS which enabled online networking, such findings will be usefully referred for similar researches and will provide theoretical basis and practical guidelines for future researches.

• Proceedings of the Korea Database Society Conference
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• 1999.06a
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• pp.125-133
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• 1999

The objective of knowledge discovery and data mining lies in the generation of useful insights from a store of data. This paper presents a framework for knowledge mining to provide a systematic approach to the selection and deployment of tools for automated learning. Every methodology has its strengths and limitations. Consequently, a multistrategy approach may be required to take advantage of the strengths of disparate technique while circumventing their individual limitations. For concreteness, the general framework for data mining in marketing is examined in the context of developing agents for optimizing a supply chain network.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 1999.03a
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• pp.125-133
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• 1999

The objective of knowledge discovery and data mining lies in the generation of useful insights from a store of data. This paper presents a framework for knowledge mining to provide a systematic approach to the selection and deployment of tools for automated learning. Every methodology has its strengths and limitations. Consequently, a multistrategy approach may be required to take advantage of the strengths of disparate technique while circumventing their individual limitations. For concreteness, the general framework for data mining in marketing is examined in the context of developing agents for optimizing a supply chain network.

• Proceedings of the Korea Society of Poultry Science Conference
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• 2005.11a
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• pp.82-83
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• 2005

Recently, layer industry shows the decrease in the number of farm and increase in rearing scale in both Korea and Japan. Seventy percent of layer farms in Japan feed more than 50,000 birds per each farm but in Korea, only 19.3% of layer farms are feeding more than 30,000 birds which covers 59% of total chicken number. This tendeney will be more accellerated from now on. Brand egg Production in Japan is developed with the involvement of farmers, sailers feed companies and also the marketing structure of brand egg is well organised in between farmers and consumers. However in Korea, the marketing structure of brand egg is not well settled for this reason the egg price is often decided lower much price than regrnlar price by the intermediate dealers. Under this kind of tough situation, Korean layer farmers are stressed to develop new brand products such as functional egg, settle the sales and distribution network with the good cooperation of farmers, and distributers.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.259-260
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• 2019

이 연구는 텍스트마이닝 및 사회연결망 분석을 통하여 지금까지 축적된 연구주제의 핵심어와 네트워크 지식구조를 확인하여 무용경영 연구의 흐름과 동향을 분석하는데 목적이 있다. 무용경영 연구동향에 관한 텍스트마이닝 분석 결과, 전반적으로 무용경영 연구에서 가장 높은 빈도를 나타낸 특정 토픽으로는 'Performing arts', 'Entrepreneurship', 'Dance', 'Audience development', 'Dance management' 등이 도출되었다. 사회연결망 분석을 실시한 결과, 'Entrepreneurship', 'Dance Marketing', 'Marketing'에서 노드간의 연결성이 높은 것으로 나타났다. 또한 국외에서는 꾸준히 관객개발(audience development)과 공연마케팅(performing arts marketing)이 주요 쟁점으로 다루어져 왔다. 이와 같은 연구동향 및 지식구조 분석을 토대로 이 연구는 보다 확장된 무용경영 연구의 관점을 제안하였다.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.2
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• pp.268-272
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• 2023

With the development of SNS, companies and individuals are actively marketing through social media to develop their own products. It is also important to post posts promoting on simple SNS or to show a lot of exposure using algorithms, but customers upload reviews or proof shots of the product on their own, naturally increasing the exposure of the product and increasing the purchasing power of potential customers. As the number of products that users want to purchase through SNS is increasing, they want to access and purchase not only tangible products such as goods and food, but also intangible services through SNS. In this paper, we would like to study exhibitions that have both tangible and intangible characteristics. SNS accounts that mainly introduce these products by searching for reviews have been created while spending leisure time such as exhibitions and fairs, reducing the hassle of searching for personal interests on search engines, and providing prices and reviews from the exhibition's schedule, lowering entry barriers and increasing purchasing power. Using this point, many exhibitions not only display works, but also open various experience centers, and create a photo zone or a unique exhibition hall atmosphere to attract many customers. In this study, we study the impact of SNS on the leisure culture of exhibition. The marketing direction in the situation where SNS marketing is becoming the mainstream is presented, and the change in the form of exhibition is described and presented as an academic approach.