• International Journal of Advanced Culture Technology
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• 제10권2호
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• pp.116-121
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• 2022

Digital technology has now pervaded and become an inseparable part of our daily life. The art museum sector is evolving into a business model that adapts to the new digital format due to the requirement for survival and development. This study examines the development state of China's art museum industry and investigates the current business model innovation trend in the art museum industry from three perspectives: reorganization and development of the art museum industry's business model theory; reconstruction of the art museum industry's display and marketing logic; and innovation of the art museum industry's operation mechanism, based on a systematic assessment of domestic and international research. This research can provide reference value for digital technology to drive the innovation of business model in art museum industry. Moreover, the study has important reference significance for the development strategy of art museum industry.

• 디지털산업정보학회논문지
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• 제11권2호
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• pp.153-166
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• 2015

This paper proposes a trans-media branding for the trans-media-based cultural content marketing strategy. Trans-media brand analytical framework is proposed with previous studies. And mobile messenger Character 'Line Friends' is analyzed for the text. Trans-media branding is accessible through a multi-platform in the technological environment. Consumer culture, as well as participate include business models to generate revenue also as brand equity. While the character elements that make up the story from the perspective of cultural content storytelling act as an independent cultural goods. Character is segmented elements. Therefore, trans- media branding of the characters are more meaningful. 'Line Friends' trans-media branding can be summarized as follows: First, it takes advantage of the characteristics of the existing Information-Technology-based mobile. Second, it puts consistently found the content of the attributes of Mobile Messenger 'communication' and 'friendship'. And third, while the content of each platform is constantly linked with other platforms, the brand is positioned inside the window effect.

• International Journal of Advanced Culture Technology
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• 제7권3호
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• pp.86-91
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• 2019

The goal of this study is to identify how different types of messages can contribute to the effectiveness of social media in healthier dietary behavior. The sample consisted of 160 participants who use social media and participants were randomly assigned to one of the four experimental conditions. The study shows that a positively framed message paired with a health focused message and a negatively framed message paired with a body image focused message exhibit a positive eWOM and message perception. This research offers direction for development of appropriate message types to improve social media effectiveness. Social media marketers and advertisers can develop social media content on healthier dietary behavior.

• Asia pacific journal of information systems
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• 제34권2호
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• pp.470-492
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• 2024

For nonprofit organizations to effectively conduct social media marketing, which is characterized by viral marketing, it is essential that members engage in voluntary and active social media marketing activities. The purpose of this study was to present and empirically analyze the factors that influence the social media marketing activities of nonprofit organization members. To this end, this paper presents a research model that combines social capital and social cognitive theory based on the theory of reasoned action. To test this research model, valid survey data were collected from 317 members of nonprofit organizations in Korea and analyzed with structural equation modeling. The main results suggest that reciprocity, shared goals, outcome expectations, and self-efficiency affect the social media marketing activity intentions of nonprofit organization members through attitude and subjective norms. These results provide practical guidelines for the revitalization of social media marketing in nonprofit organizations.

• 패션비즈니스
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• 제14권2호
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• pp.179-193
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• 2010

A school uniform has established it as youth culture and an important fashion cord which exposes adolescents themselves under the influence of TV and movies. Moreover as adolescents use TV and radio ads and Internet as a main source to purchase a school uniform, their effect on adolescents' school uniform fashion increasingly grows. The purpose of this study is to analyze design characteristics and chronological changes of school uniform design of high school girls and provide basic materials to develop school uniform design and predict adolescents' fashion trend. The scope and subjects of the study were limited to TV drama and movies which were shown from 1996 to 2010 and had high school students as their main characters based on youth culture. The analysis materials were photos of 50 school uniforms collected from TV soap opera, movies, web sites, DVDs, and Internet. First, the changes of a school uniform, the mass media and youth culture, and a school uniform in the mass media were reviewed through previous researches and literature review. Then, a form, color, and materials were classified to analyze the Dsign Characteristic. Finally, the changes were examined chronologically.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2009년도 춘계 종합학술대회 논문집
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• pp.1216-1221
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• 2009

우리나라의 경우 PR의 다양한 업무 영역(마케팅 커뮤니케이션, 중역의 연설 훈련, 조사와 평가, 위기관리, 언론 분석, 지역사회 관계 관리, 이벤트 관리, 공공관계관리, 종업원커뮤니케이션, CI작업, 주주와 재정관계 관리 등) 중 특히 퍼블리시티(publicity)에 가장 많은 비중을 두고 있다. 주요 조직체들의 홍보 부서의 일반적 대내외 업무 중 가장 중요한 업무는 보도 자료 작성과 언론에 보도된 기사 스크랩 정리 및 분석과 같은 대 언론 업무이다. 이는 대부분의 조직체들이 대 언론 관계 즉, 퍼블리시티라는 전통적인 홍보업무에 많은 비중을 두고 있음을 말해주고 있는 것이다. 그런데 이러한 퍼블리시티 업무를 흔히 '언론 플레이'라는 부정적인 뉘앙스로 받아들이는 경향이 있다. 따라서, 본 연구에서는 PR 실무자들이 PR 현장에서 경험하게 되는 다양한 차원의 윤리 문제들 중에서 직업윤리와 언론 윤리에 관한 인식에 관하여 살펴봄으로서 PR 실무자들의 윤리 의식 함양에 도움을 주고자 한다.

• 패션비즈니스
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• 제15권2호
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• pp.57-70
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• 2011

As a form of media diversified and changed by the development of technology, fashion advertisements have brought a new change in representation of the body. With this transition, the characteristics of the body, which is in an inseparable relationship with fashion, have been dramatically changed in fashion advertisements. In hugely extended media flow, fashion advertisements suggest concepts of the body that are completely different from the past and became the focus in advertisements. Moreover, the body in fashion advertisements involve the symbolisms of social and cultural backgrounds followed by their commercialization. This study analyzes the characteristics of the body in fashion advertisements drawing on the innovative concepts of the body in contemporary society which is essentially different from the past ones; these characteristics are examined as postmodern features. The features are categorized as follows; hyperreal body, virtual body, fragmentization of the body through neologism, reconsideration of naked body, and decentralized body. The postmodern characteristics of the body have changed the boundary, broken traditional concepts and thoughts, and proposed new trends by creating revolutions though diversified media. Rapidly changing media is considered to be further accelerated; this transition highlights the postmodern characteristics of the body in fashion advertisements in more innovative methods.

• ETRI Journal
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• 제36권6호
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• pp.1041-1050
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• 2014

As the Internet Protocol TV (IPTV) service enters the broadcasting market, the competition intensifies. This paper explains the factors influencing new media subscription and their influential differences on IPTV and digital cable TV (DCTV). We use the information systems success model and gratification opportunity theory to develop our research model. We sample 621 people and collect their responses through web-based measuring software. Structural model analysis shows that the willingness to subscribe to a new broadcasting medium is influenced by three characteristics of the medium: media richness, interactivity, and video quality. Multigroup analysis reveals that motivation to use a medium partially differs between IPTV and DCTV. This research concludes that the IPTV service is not attractive enough to act as a substitute for the already existing DCTV. In addition, for the IPTV service to proliferate, its business model should be promoted with new and differentiated revenue structures and services. The managerial implications in this study help new media businesses set business goals and product functionality, and allocate resources for the continued diffusion of IPTV.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.445-454
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• 2021

Leader and leadership are one of the important aspects in the life of a country. This study aims to predict the intention of young voters to vote for state leader elections by expanding the theory of planned behavior to the Indonesian context. Apart from the importance of the presidential election, research rarely uses the theory of planned behavior, and to the best of researchers' knowledge, there are no studies that have applied the theory of planned behavior to predict the intention to vote for the president. Therefore, this study is an attempt to fill that gap. Two hundred questionnaires were distributed using non-probability purposive sampling. Data analysis was carried out using the structural equation modeling (SEM) approach. The results showed that attitude and behavior control were positively related to voters' intention to elect presidential candidates. Furthermore, information from social media also has a positive relationship with the attitude of choosing presidential candidates. However, the results also show that subjective norms do not have a significant relationship with voters' intention. This study contributes knowledge to researchers, practitioners, and policymakers about the factors that influence youth intention to vote in Indonesia, namely, attitudes, perceived behavior control, and information from social media.

• International Journal of Advanced Culture Technology
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• 제9권1호
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• pp.64-69
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• 2021

Brands have begun to act without giving in to the challenges facing our society. Just like the slogan in the novel "The Three Musketeers" by Alexandre Dumas proclaimed, "All for one, one for all!" in the age of transmedia the success of brand activism must reflect the same principle. Specifically, by embracing the big as well as the little stories of consumers scattered everywhere, each and every one should create a huge resonance. This means that brands should use the cultural lever of transmedia so that the various stories of consumers do not fade into oblivion and, furthermore, expand the brand's call to action. By analyzing brand activism cases in business, this study explores the effectiveness of brand activism for advertisers to develop a better understanding of brand communication strategy. Building on findings that show new young generation consumers to favor brands that respond to social, political, and environmental issues and conceptual implications of the snowball effect, this study emphasizes consumer participation in the brand story creation process and the need for brands to aim for high standards of professionalism and accountability, so that they can grow together with their consumers.