• International journal of advanced smart convergence
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• v.10 no.1
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• pp.38-55
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• 2021

Recently, the use of media has become a daily life due to Covid-19, and education using media has expanded for teenagers. The purpose of this study is to empirically verify how media usage characteristics affect social relationships and school adaptation through the self-efficiency and immersion of teenagers at the youth education site. This study was collected and distributed questionnaires to 250 high school students in Seoul from November 14 to November 21, 2020. The results of the study were derived with a total of 249 questionnaires, excluding one missing questionnaire, and the hypothesis was verified using a Covariance Structure Analysis. Research has shown that, first, the existing, individual, and utility among the characteristics of using youth media have a significant effect on self-efficiency, respectively. Second, only entertainment among the characteristics of youth media use was found to have a significant effect on immersion. Third, immersion has a significant definition effect on school adaptation, and self-efficiency has been shown to have a definition impact on social relationships. Based on this study, we believe that it will be used as a fundamental resource for the development of youth media usage and policy direction in the age of the ever-changing Covid-19.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.16 no.6
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• pp.1935-1952
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• 2022

Consumer innovativeness plays a vital role in explaining consumer dynamics, such as adoption, usage, and behavioral intention, in the new world of disruptive online media. This empirical study aimed to examine the importance of consumer innovativeness and digital literacy in the adoption and expansion of new technology-based media services, focusing on OTT services. Extending the theory of adoption of new technologies by innovators to new media environment centered on OTT services, it examines the influence of the four dimensions of motivated consumer innovativeness on OTT service usage. The Korea Media Panel Data of 2019, where overall ICT usage and media consumption of a broad panel of respondents was collected, was used for the analysis. From the data of 10,864 respondents, 4,031 (37.1%) were found to have experience in using OTT services. To clarify the mediating effect of digital literacy on the correlations between cognitive innovativeness of consumers and their use of OTT services, Process Macro Model 4 was used. The bootstrap method was applied to reveal that all four dimensions of consumer innovativeness have a significant indirect effect on new media usage through digital literacy, thus indicating how digital literacy plays an important role in the spread of new digital services in addition to consumer innovativeness. The findings are important in that they can help in the efforts to introduce new technologies to the public and educate them to improve their digital literacy so that they can enjoy the complete experience of using these new digital products.

• Asia Marketing Journal
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• v.21 no.3
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• pp.65-82
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• 2019

This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers' interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising.

• Journal of Digital Convergence
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• v.14 no.3
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• pp.105-114
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• 2016

As the media environment surrounding us has changed rapidly, the influences of traditional media decrease whereas promotions using new media have been developing remarkably, Under this circumstance, cross-media advertising, which strategically integrates advertisements on multiple media, is getting attention as an effective marketing communication approach. This study investigated consumer responses to cross-media advertising using both online and offline media, focusing on the effects of product involvement, attributes of media connection, and gender. The experiment was conducted towards adult consumers aged 20 to 39. Results confirmed that the interaction effect between product involvement and attributes of media connection on brand attitude and behavioral intention was significant by a moderating role of gender. Based on the results from this study, both theoretical and practical implications were discussed, as were directions for future research.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.215-227
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• 2021

This study empirically studied the factors affecting the intensity of use of mobile social media and fatigue. Theories for the research framework were based on the theory of planned behavior, the theory of private information protection, the theory of flow, and the theory of process incentives. As a result of data analysis, it was found that self-efficacy, user habits, and flow experience positively influence the intensity of mobile social media use. This study assumed that personal information protection issues negatively affect the intensity of mobile social media use, but have little influence on the use intensity. The intensity of media use had a positive effect on media fatigue. In other words, when the intensity of using mobile social media increased, the feeling of fatigue increased. The expected process incentives variable did not show a moderating effect between media use intensity and social media fatigue. The findings will have implications for social media-related companies and organizations that want to use social media tools for business and public services.

• Human Ecology Research
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• v.57 no.4
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• pp.523-534
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• 2019

This study identifies correlations between the use of media devices, communication ability, and executive function difficulties for third grade students, as well as investigates the moderating effect of a child's communication ability. Data from the 10th (2017) Panel Study on Korean Children [PSKC] was employed (N=557). Descriptive statistics, Pearson's correlation and hierarchical regression were used along with SPSS 25.0(IBM Co., Armonk, NY, USA). The results were as follows. First, the executive function difficulties in the third-grade showed a significant positive correlation with media device use. While also, showing a negative correlation with a child's communication ability. Media devices use and communication ability has a significant negative correlation. Second, a child's communication ability has a moderating effect in relation to the use of media devices and executive function difficulties. The difficulty of executive function showed a reciprocal increase to a child's use of media devices and indicated a discriminatory effect of a child's communication ability. In conclusion, this study shows that communication ability is important as a personal factor for children who control the negative effects of media devices. Therefore, it is necessary to provide and support an environment for the development of a child's communication ability.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.855-863
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• 2020

The purpose of this study is to investigate the impacts of two different kinds of interactivity, such as user-to-user and user-to-media interaction, on the relationship between SNS motivation and online word of mouth (WOM). An online survey was conducted with SNS users in Korea. Using the convenience-sampling method, 300 surveys were collected and 295 were used in the actual analysis after excluding data with careless responses or missing values. Hypotheses were tested using Structure Equation Model (SEM) and path analysis by using AMOS22. The results indicate that four different SNS motivations (self-expression, relational, fun, and browsing motivation) have a partially significant positive effect on perceived user-to-user and user-to-media interaction in SNS. Although both user-to-user interactivity and user-to-media interactivity were found to have a significant effect on online word of mouth, by comparing the standardized regression coefficients in these relationships, it was found that user-to-user interactivity has a greater effect on online WOM than user-to-media interactivity. These results show that the motivated SNS users want to express their desire to communicate with other users in contrast than their desire to learn media functions when motivated SNS users reveal their personalities, knowledge, and abilities. Theoretical and managerial implications are discussed.

• Journal of Korea Multimedia Society
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• v.25 no.1
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• pp.103-113
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• 2022

Based on the information framework and regulatory focus theory, this paper verifies the impact on the advertising effect when the matching effect forms between the video advertising content type (Information Type, Entertainment Type) and the information framework (Promotional, Prevention) and the regulatory focus (Promotion Orientation, Prevention Orientation) in social media. In order to verify, after selecting of the experimental subjects and finishing the prior investigation of the experimental operation, four video advertisements and formal experiments were performed. The experimental results showed that first, the content type affects the advertising effect of the video and the information framework; when the information video matches the preventive information framework, it will have a more obvious positive effect on the advertising effect; when the entertainment video matches the promotion information framework, it will have a more obvious positive effect on the advertising effect. Second, with the two matches of video content type and information framework, the entertainment-oriented video has a more obvious positive effect for the information-oriented video audience; the above results enrich user created content research and improve the quality and communication efficiency of video in social media.

• Hwankyungkyoyuk
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• v.21 no.3
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• pp.48-58
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• 2008

The purpose of this study was to investigate the influences of environmental education program through various instructional media on pro-environmental attitudes of forth graders in an elementary school in Seoul. The students were divided into an experimental group and a control group. A questionnaire was used to survey the effects of applying environmental education program through various instructional media. The SPSS 12.0 program was used to analyze the results. The student in the experimental group acquired a higher level of pro-environmental attitudes than the control group did. The environmental education program through various instructional media used in this study were effective especially in dealing with the environmental educational subdomains such as verbal commitment, actual commitment, affect. The major results of this study were as follows. First, environmental education program through various instructional media had a positive effect on the environmental concerns and needs for learning of environmental problems. Second, the group by environmental education program through various instructional media showed the significant difference(p<.001) on the pro-environmental attitudes as it proved those are effect on 3 subdomains of verbal commitment, actual commitment and affect. Third, environmental education program through various instructional media had a positive correlation(from 585 to .680) among the 3 subdomains of verbal commitment, actual commitment and affect. So, students who hold verbal commitment showed good effect on the actual commitment and affect. In conclusion, the environmental education program through various instructional media had a positive effect on pro-environmental attitudes of elementary school students. It is demanded that more intensive research on this study should be done, linking with teaching and teaming method, as a follow-up activity.

• Journal of Information Technology Applications and Management
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• v.27 no.6
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• pp.117-139
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• 2020

This research analyzes the factors that affect the consumers' participation of the internet-only banks, and suggests effective financial sales strategies and methods to attract more users. Through prior research review and interviews with experts, the factors affecting the consumers to sign up for the internet banks are identified. The actual user data from the internet banks are used for the analysis, providing more systematic and credible results. The research shows that social media buzz positively affects the user growth, proving Granger Causality relation of increasing social media buzz on K Bank increases K Bank users. The research also shows that marketing activities noticeably impacts K Bank's positive user growth. On the other hand, the event of Kakao Bank's grand opening shows negative effect. The results from the research validates the need for periodical monitoring process of social media buzz. Moreover, the research proves that the integrated analysis of social media buzz and marketing effect is also essential.