• Journal of Fashion Business
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• v.26 no.6
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• pp.116-132
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• 2022

Fashion marketing activity performed by social media influencers (SMIs) has grown exponentially in the past years. Research regarding their marketing power is often discussed in the context of sponsorship disclosure, in order to overcome obstacles of impending regulations that may endanger the authenticity SMIs are perceived to have compared to traditional marketing agents. Upon recent heterogeneous findings, a netnographic approach was taken to examine the actual sponsored posts of SMIs on Instagram. Based on two representative cases that received media coverage, a qualitative analysis of 1,058 comments on Instagram showed customer inspiration and informational social influence regardless of sponsorship disclosures present. Regarding customer inspiration, high frequency of comments including choice imitation intentions was observed. Under certain conditions, customer responses were focused on the SMI's expertise irrespective from the brand being endorsed. Findings show future implications from both an academic and industry-focused perspective for future potential of SMIs in fashion marketing.

• Asia Marketing Journal
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• v.25 no.4
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• pp.173-193
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• 2024

This study adopts organismic integration theory (OIT) to classify and contrast the predominant roles of five motivations (i.e., economic incentives, self-presentation, information acquisition, altruism, and enjoyment) in fostering three levels of behavioral engagement on brand-related social media content. This study further examines the moderating effect of personality (thinkers vs. feelers) on these relationships. The results of PLS-SEM reveal the greater impact of autonomous motivations on content consumption (enjoyment and information acquisition) and content contribution and creation (altruism and information acquisition), compared with controlled motivations (self-presentation and economic incentives). This study also finds that thinkers mostly engage on brand-related content for information acquisition and economic incentives, whereas feelers are mostly driven by enjoyment for content consumption and by altruism for content contribution and creation. This study addresses the inconsistency in prior research findings and provides practical implications to social media marketers.

• Journal of Intelligence and Information Systems
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• v.14 no.4
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• pp.47-68
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• 2008

The aim of this research is to develop a new business model using mobile RFID in exhibition spaces such as museums and art galleries. Using mobile RFID, the exhibition space is expected to be evolved from a simple media space only for the exhibition to an extended space integrating media, commerce and entertainment. This paper proposes a u-Exhibition business model and its scenario in the u-Exhibition space. We discuss the real-world issues for the implementation and show the ways of investigating working conditions for the business model through revenue simulation and analyzing the expected value of tag installed on the exhibition space by so-called 'tag evaluation model.'

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.1
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• pp.37-43
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• 2022

This study is a sustainability study of K-Music beyond K-Pop through New Media. New media literally means 'new media'. When TV, classified as legacy media, first appeared in the world, it was an innovative new media platform. Of course, it is considered the most traditional legacy media. However, the definition of new media inevitably changes with the times. Most of the media called new media today are based on online and mobile. This thesis focuses on popular music including crossover traditional music genre. And we define popular music exported abroad as K-pop, and propose the possibility of globalization of Korean music using K-pop users and new media, a metaverse based K-pop audition platform, as consumers and suppliers in the global market. Hallyu, the studying of K-Pop through the study of attitudes and economic effects of K-pop, such as reactions to the spread of K-pop and the reactions of fans who like K-pop, are constantly being discussed in various ways. But there has been no case of cultural technology research that linked the sustainability of Gugak as the Korean music through new media to the K-pop business platform. As the overflowing data pours out in the virtual space as an act that gives the meaning of existence, the online is able to become an open market that provides reliable information all over the world. Therefore we would like to propose on the sustainability of Korean music through the 'Korean Traditional Music Broadcasting Metaverse Audition' beyond the K-pop business model as the K-Music content in the cultural technology era.

• International Commerce and Information Review
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• v.1 no.1
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• pp.57-66
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• 2008

The best value proposition for the customers of satellite-DMB (hereinafter referred to as the "S-DMB") business in an environment of fierce competition shall be securing the best killer contents and distribute them in reasonable price as a mobile contents platform provider. In an era of merging the broadcasting with the communication, although many new players tapping into the market with state-of-the-art media such as digital convergence, the key to success in the market is dependent on whether the respective digital contents providers retain competitive digital contents which suit the taste of customers. Considering such market conditions, the purpose of this study is to look over the management examples of Korean S-DMB providers which is carrying out business in digital multi-media market and opening up the market, and to analyze the management strategies of domestic S-DMB companies to be the champion in the market.

• Proceedings of the CALSEC Conference
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• 2005.03a
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• pp.180-185
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• 2005

This is the research on the new services which are called Korean blog, personal media, etc and which showed large increase in usage rate in 2004. In spite of this increase there has been no effort to conceptualize these services. So, we researched whether these new services constituted an independent domain, in what aspects they were different with other established services, how could we conceptualize them with an appropriate name, what were characteristics of them. We used Interview and Delphi method with the participation of professionals in charge of planning and operating these services in 4 major service providers.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.19 no.38
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• pp.217-224
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• 1996

Recently groupware has been popularly adopted by corperations to gain competitive position. In Korea, one of major function of those systems is the Electronic Authorizing System because korean firms have authorizing system but western firms do not. Thus researches on EAS has never been produced before. The purpose of this research is to build the research framework for productivity measurement of EAS. The research model of EAS has investigated three dimensions including Business process, ease of system use and media richness to meet this end. Based on this model, author conducted case study with mailing questionaires. The result of research shows that the factors of the business process and ease of system use raise the productivity but the factor of electronic media a little decreases it. Also author finds business process affects the productivity in three ways such as changing layout of papers for authorizing, changing business process and removing waiting time for authorization. Finally, based on the result of research, this paper adds some recommendations for EAS builder.

• Electronics and Telecommunications Trends
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• v.36 no.4
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• pp.81-91
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• 2021

Recently, discussions on Metaverse, which represents the transcendent world, have been dominant for some time. Cases related to the Metaverse are introduced through various media and are continuously attracting attention as the next generation of the Internet. This study reviews the business model and the ecosystem overview, focusing on service cases related to the Metaverse. The widely used business models include content production and sales, media brokerage fee, and marketing fee. The Metaverse ecosystem is formed around games, with major players in game production, authoring tool & support SW, intelligent cloud service, and game platform expected to lead the market. Results show that a strategy to secure the leadership of the Metaverse, such as the business model expansion conditions, a strategy to foster a game-oriented Metaverse ecosystem, and technology development for the realization of the ultra-realistic Metaverse, is necessary.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.150-156
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• 2023

In a recent study, the phenomena of attention being drawn to the media business, particularly over-the-top (OTT) services, was the focus. Particularly, after the Squid Game was broadcast in September 2021, the total number of Netflix users had topped 213.6 million since the company first entered the domestic market. Domestic companies have also introduced OTT services like 'Wave', 'Tving', and 'Watcha Play' to capitalize on this market trend. However, questions persist about how Korea's native OTT providers, both large and small, are being harmed by Netflix's strong financial position and massive content quantity. In order to offer realistic performance metrics, we analyze Coupang Play among domestic OTT service providers after reviewing the business model and management strategy of representative OTT service firms.

• International journal of advanced smart convergence
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• v.12 no.2
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• pp.127-134
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• 2023

Existing studies on this topic have focused on the effect of online content quality on consumer attitudes and behavior, with very few illustrating the effect of influencer image on consumer attitudes and behavior. The purpose of this study intents to reveal how influencer image affect consumer behavior. We have developed an image transfer theory-based research model to reveal how influencers transfer their image to endorsed products to influence consumer behavior. The results show that influencer image positively affects satisfaction, which in turn affects the product's cognitive and affective images in the vlog. Moreover, it was found that a product's cognitive image and affective image influence consumer behavior intention. Furthermore, purchase experience exhibits significant differences in its path. Based on these results, the social media-related research theoretical implication will be offered, and managerial implications will be provided for foreign brand promotion strategies