• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.139-152
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• 2015

One of the most latest trends in today's marketing practice is to create branded contents for interacting with online consumers. Marketers are increasingly adopting behind-the-scene contents which disclose a brand's backstage information in their contents marketing efforts. The current study conceptualizes this behind-the-scene storytelling based on dramaturgical theory and investigates its impacts on consumer responses. The study also examines how consumers advertising skepticism level would influence on the evaluation of branded contents. In addition, the moderating role of advertising skepticism in evaluating brand's backstage information is investigated. The findings suggests that consumers who are exposed to brand's backstage indicate greater information attitude, brand attitude, and purchase intention than those who are not exposed to brand's backstage. Also consumers who have lower advertising skepticism evaluated branded contents more positively than high ad skepticism consumers. Lastly, the moderating role of advertising skepticism on the impact of brand's backstage disclosure is reported.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• International Journal of Contents
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• v.16 no.1
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• pp.10-24
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• 2020

As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that "sponsored" and "paid partnership with" are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.

• Journal of Information Science Theory and Practice
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• v.11 no.4
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• pp.1-13
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• 2023

Being one of the first and hardest hit countries by the coronavirus, Iran still continues to preserve its place among nations with the highest rates of infection and COVID-19 related deaths. While on the surface, such worrying status evinces the failure of the authorities in handling the crisis, at deeper levels, it points to the fundamentalist nature of the government and political system of the country. In this view, the current devastating condition in Iran is a clear indication of the all-out influence of the Islamic regime's ideologies on officials' decision-making and their political agendas throughout the pandemic. Accordingly, the staterun mainstream media, as the most preeminent institution of power, have been incessantly engaged in disseminating a series of ideology-laden information around the issues concerning the coronavirus, and in line with the developing political discourses during pandemic. Far from being based on factual accounts or scientific facts, these disseminated messages inevitably grew into a source of disinformation, ultimately resulting in overall public confusion and skepticism. Through examining the data gathered from some of the most prominent online news agencies run by the government, this study identifies five major discursive trends through which the mainstream media propagated ambiguous and manipulative information about COVID-19. These findings are then explained in the light of media system dependency theory, leading to the argument that within autocratic nation-states, public reliance on media during a national/global crisis brings about new opportunities for state exploitation, and further distressing consequences for the people.

• Journal of Multimedia Information System
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• v.8 no.4
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• pp.277-284
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• 2021

Despite skepticism about commercial potential, the stereoscopic 3D cinema is still a form that any filmmaker can choose to employ for its aesthetics and its immersive potential. Based on a haptic illusion, the stereoscopic media content requires a new perspective different from the principle of 2D media content in terms of creation and acceptance. This paper examines the technical and aesthetic issues of stereoscopic 3D film production from the perspective of today's emerging realistic and immersive media through a case study. One of the key factors for successful content creation and research and development in stereoscopic 3D cinema is the combination of artistic principles together with technical mastering of the new image technology. The purpose of this paper is to outline the principal challenges and research topics in stereoscopic 3D cinema through a case study of stereoscopic 3D pilot film production for the 'User-Selective UHD Stereoscopic Media Service Platform' of the ETRI (Electronics and Telecommunications Research Institute). This paper intends to examine stereoscopic 3D filmmaking workflow and production methodologies, as well as technical elements and aesthetic issues.

• Electronics and Telecommunications Trends
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• v.38 no.2
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• pp.56-65
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• 2023

The combination between metaverse and non-fungible token (NFT), which opens up new opportunities for the media industry, raised expectations for a new economic system and business model. Of course, last year, various institutions and researchers continuously introduce representative metaverse services and business strategies such as Roblox, Fortnite, and ZEPETO. However, as 2022 progresses, the reaction to the metaverse is tepid than expected. Search volume on Google has been continuously decreasing. Furthermore, skepticism, regarded as one of the special phenomena caused by the coronavirus disease 2019 pandemic, is expanding since December 2021. Nevertheless, analysis or contemplation of a new business model related to the metaverse, which is still ongoing, is essential for those who must prepare for the future. The reason is that even if without being activated now, advanced preparation can help when various problems arise. In this study, we look at the metaverse and NFT biz models and estimate a picture of the future. In other words, the social and economic problems that may arise when the business model is expanded are summarized, and technical and policy measures are derived as solutions.

• Information Systems Review
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• v.20 no.2
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• pp.163-188
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• 2018

When people try to find restaurant information via search engine results, they look at posts not only from sites with solely restaurant reviews but also from sites with restaurant unrelated contents. This study aims to investigate whether relevance between post and blog type affects users' trust toward a review. This study also attempts to check if the above effects interact with age. We designed a restaurant review post for two different blogs: one featuring restaurant review and another that does not feature restaurant reviews. After our participants visited one restaurant review post, they answered our questionnaire. We conducted an online survey on 206 participants to test our research model. Results show that 1) the effect of relevance between post and blog type on message credibility, which is users' trust toward restaurant reviews, is not greater when posts are consistent with the theme of a blog. 2) Among users who are over 30 years old, relevance between post and blog type moderates the relationship between media skepticism, which is users' feeling of mistrust toward blog, and belief in expertise, that is, users' belief that the review post provides sufficient restaurant information. 3) Users' perceived value of the restaurant review post mediates the relationship between users' belief in the expertise in a post and users' intention to seek additional information.

• Archives of design research
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• v.13 no.3
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• pp.69-80
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• 2000

Body has been high-lightened as one of the most important theme since the philosophy and the arts are focused on it in the late 20 century. Resurgence of interests in human body has been based on the skepticism on rapid digitalization and do-materialization currently undergoing in electronic media environments. Artists have been endeavoring more and more to find a synthesis which links the conceptual and the sensuous in their works as digitalization gets faster and faster. The Bodily-oriented art uses its visceral qualities, either literally or metaphorically, to engage our total being, not just our mental consciousness, in building a sensuous, evocative statement. Its transcendent ideas are inter- mixed with the fabric of the world. We are touched by this art not only because we understand it cognitively, but because we "feel"it. These characteristics of textile arts caused gradual increase of soft-sculpture works using textiles and implies possibilities of inter-grade of physical and mental world. Ann Hamilton, Magdalena Abakanowiz, Folly Apfelbaum and Pallid Dougherty are, for example, related to the fiber arts. It would be of worth to study the characteristics of contemporary faber-art works, especially done by Abakanowiz who has been regarded as a dominant pioneer in the contemporary fiber arts from the viewpoint of inter-grade of the physicals and the mental. This paper, therefore, deals with the Abaknowiz′works in the context of human body and body-signs. Life and works might be classified into 5 stages; first, learning period since her birth in 1930, second, creation period of Abakan, third, remodelling period of Abakan, fourth, composition and dissolution period of Abakan and the last and fifth, new transformation period of Abakan. ′Abakan′through her whole life as an artist has been a plastic language and based ultimately on external human body but in various materials and forms.

• Archives of design research
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• v.19 no.1 s.63
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• pp.119-128
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• 2006

'Play' itself is enough of a motivation for anyone to do it. Still, it will be very difficult to continue to enjoy meaningless and aimless repetition of fights, mimicking, chases, discoveries or changing of sceneries by the mechanism alone. Of course, in rare occasions there are games like Tetris which can be enjoyed on its great gameplay alone for hours. But for most cases, players need goals, initiatives, and dynamism through storytelling for their experiences to be a rich one. Validity and feasibility of storytelling in games has always existed with plenty of skepticism. However, as games evolved from some small play mechanisms for spare times to a major entertainment with recognizable volume and content, a need to keep players interested and participating has made storytelling an essential ingredient. Storytelling within games has to have different meanings and shapes to existing narratives. Hence, new definition and methodology must emerge and studies has been active. If a case can be made so that a tested and tried methodology that has been successful for other media can be substituted for games, then it can bring a new direction to the ongoing studies. This study will borrow some methodology from cinema which can sometimes be seen as opposite to games and sometimes as something games want to be alike.

• Information Systems Review
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• v.16 no.1
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• pp.1-15
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• 2014

Despite the sizable growth of the group buying market, consumer complaints have recently raised skepticism about the future of these sites. Thus, building a trustworthy transaction environment has become a critical issue. In exploring a trust-building mechanism, we pay particular attention to the role of merchandisers who specialize in finding products or services and marketing them to potential buyers on group buying sites. The purpose of this study is to examine whether providing merchandiser feedback comments and performance profiles on group buying sites leads consumers to evaluate the community of merchandisers more favorably and makes them more likely to purchase products or services. Research hypotheses were tested with data obtained from 124 subjects who participated in a laboratory experiment. The results empirically demonstrate that merchandiser feedback comments and performance profiles enhance buyers' trust in the community of merchandisers participating in a group buying site. This enhanced trust, in turn, increased buyers' intention to purchase products or services through the group buying site.