• Journal of Information Technology Applications and Management
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• v.20 no.2
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• pp.127-146
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• 2013

The online social networking services (SNS) have been growing as the means of communication. In this study, we investigated word-of-mouth (WOM) effect under the SNS environment and evaluated the impact of message sender's influence on the WOM effect. Especially, this study focused on the betweenness centrality calculated through the social network analysis (SNA) of SNS network information, and proposed it as the measure of WOM message sender's influence, SNA may provide more accurate and objective measures than subjective self-reporting survey method. Fifty-one Facebook users responded to each of their four Facebook friends, who had been selected based on their betweenness centrality, Statistical analyses were performed using the responses and the betweenness centralities of the Facebook friends. The results showed that the direction (positive vs, negative) of a WOM message in SNS had an impact on the attitude of the message receiver toward the product. Moreover, the betweenness centrality of the message sender as well as his/her opinion leadership had a moderating effect on the WOM effect. Opinion leadership is a measure that has been frequently used for indicating the influence of WOM message sender in the previous studies. Considering the result that the betweenness centrality of the message sender was Significantly correlated to his/her opinion leadership, the betweenness centrality can be used for indicating the influence of WOM message sender.

• The Journal of Korean Association of Computer Education
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• v.6 no.3
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• pp.9-18
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• 2003

In this paper, I present a programming idiom for extending message protocols incrementally in C++, where effectiveness of message transmission is regarded as static binding. Our techniques analyze message protocols with a message handler that examines message types, parameters, and effectiveness dynamically. The result of this analysis is not only to cope with incremental extension of message protocols effectively but also to simulate all essential elements of the object-oriented programming. This result also makes it possible to write high level of procedure like message transmission to object groups.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.12 no.2
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• pp.19-27
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• 2012

Although message services in mobile environments provide real-time transfer of various contents such as text, multimedia and location, they can't provide dynamic message services based on analysis of message contents. This paper proposes "message as a service" concept and presents the design methodology for a message platform. The message in this paper is composed of the data part and template part which is in charge of view and functional logic of contents. In addition, two parts of a message are transferred separately. If a terminal device stores message templates, message platform can transfer data part only and thus network traffic can be reduced. Besides an efficient network utilization, we can dynamically update message view and its functional logic by modifying templates.

• Journal of Distribution Science
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• v.15 no.6
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• pp.57-64
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• 2017

Purpose - The purpose of this study is to investigate the effect of brand message type on the object relevance between consumers and brands and to identify the mediation role of the object relevance in the effect of the message type on brand attitude. Research design, data, and methodology - Types of pride are classified into hubristic pride and authentic pride, and brand message types are divided into ability message and warmth message. Restaurant brand was selected by empirical study, and the experiment was performed with 2 (pride type: hubristic versus authentic) × 2 (message type: ability message versus warmth message) between-subjects design. The subjects of the experiment consisted of the undergraduates taking courses related to marketing. A preliminary step was taken to explore the difference in the perceived level of object relevance induced from each type of message between the consumer group that felt hubristic pride and the other group that felt authentic pride. This study analyzed the mediating role of the object relevance in the effects of the message type on brand attitude by means of Bootstrap method for each of the pride groups. Results - The results from the empirical analysis are summed up as follows. Regardless of pride types they felt in advance, consumers perceived their object relevance to be higher in the warmth information message than in the ability information message, and object relevance was analyzed to have a positive effect on brand attitude. It was analyzed that, regardless of pride types, object relevance played full mediation roles in the effect of warmth information versus ability information message on brand attitude. Conclusions - Based on the results, it may be suggested that marketers of a brand should endeavor to develop a warmth information message rather than a ability information message to prompt consumers to perceive the object relevance between their own brands and consumers, regardless of pride types, as long as a consumer feels pride in advance. In order to increase the consumers' attitude toward their brand, the brand marketers are solicited to check the object relevance between their brand and consumers, then, seek for the managerial ways to promote such object relevance.

• The Research Journal of the Costume Culture
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• v.17 no.5
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• pp.791-806
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• 2009

Internet brand community's message makes significant contributions for fashion industry. Therefore, if we understand and implement the characteristics of the message on the Internet brand's community, it can be useful for future marketing strategy. This study was to classified the internet community and to examine messages with regard to direction, write motive and prior knowledge. The messages were taken from February, 20th, to August, 7th in 2008. Content analysis method was used for this study. The results were as follows: First, Fashion brand community divided into user initiative type and enterprise establishing type. Second, User initiative type had positive direction message more than enterprise establishing type had. Third, User initiative type had large volumes of information searching or sharing related message, but enterprise establishing type had large quantities of personal experience related message about write motive. Fourth, There was no difference numerical prior knowledge between user initiative type and enterprise establishing type, and then both had a high rate of prior knowledge.

• The Korean Journal of Health Service Management
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• v.7 no.2
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• pp.205-216
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• 2013

In this paper, we investigated and analyzed influence of tobacco countermarketing advertisements on university students' attitudes about smoking. For the investigation and analysis, we made up a questionnaire twice before and after watching antitobacco advertisements using the same questionnaire. We analyzed message framing, message theme category, and main effects and interaction effects between smoking experiences in attitudes on smoking before(pre-watching attitudes on smoking) and after(post-watching attitudes on smoking) watching antitobacco advertisements by the questionnaire results. In the analysis results using ANOVA test by diverse factors, we verified that efficacy of advertisement messages in positive group of pre-watching attitudes on smoking are better than in negative group. We also verified that interaction effects between message framing and message theme category about changes of post-watching attitudes on smoking are more efficient for changes of smoking attitudes when message theme is negative message rather than positive message.

• Journal of Communications and Networks
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• v.11 no.1
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• pp.84-93
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• 2009

This paper focuses on message complexity performance analysis of mobile ad hoc network (MANET) address autoconfiguration protocols (AAPs) in reference to link errors generated by mobile wireless nodes. An enhancement was made using a proposed retransmission limit, S, to be computed for error recovery (based on the link error probability), to measure message complexity of AAPs in reference to the link error probability, $P_e$. The control procedures for the retransmission limit have been included for each of the AAPs. Retransmission limit control is critical for efficient energy consumption of MANET nodes operating on limited portable energy. O-notation has been applied to analyze the upper bound of the number of messages generated by a MANET group of nodes. The AAPs investigated in this paper are strong duplicate address detection (DAD), weak DAD with proactive routing protocol (WDP), weak DAD with on-demand routing protocol (WDO), and MANETConf. Each AAP reacts different to link errors, as each AAP has different operational procedures. The required number of broadcasting, unicasting, relaying, and received messages of the nodes participating in a single-node joining procedure is investigated to asymptotically calculate the message complexity of each AAP. Computer simulation was conducted and the results have been analyzed to verify the theoretical message complexity bounds derived. The message complexity of WDP was lowest, closely followed byWDO, based on the simulation results and analysis of the message complexity under nominal situations. The message complexity of MANETConf was higher than WDO, and strong DAD resulted to be most complex among the four AAPs.

• Journal of Fashion Business
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• v.15 no.2
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• pp.1-11
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• 2011

The purpose of this study is to investigate the influence of the suitability of the chronic regulatory focus and the advertising message type on the evaluation of the beauty product. In addition, feeling right while and individual is reading an advertisement is measured to check the mechanism making the regulatory fit effect. The experimental design was designed with the mixed design of 2(chronic regulatory focus: promotion / prevention, between group) ${\times}$ 2(advertising message type: promotion /prevention, within a group). 100 female university student subjects in their twenties in Seoul and in the metropolitan area were asked to respond to questionnaires in the study. The reliability analysis, T-test, analysis of variance(ANOVA), and analysis of covariance (ANCOVA) on the collected data were done with SPSS WIN 12.0. The results of the study are as follows. First, the regulatory fit effect that when the individual chronic regulatory fit corresponds to the advertising message focus each other in the advertising of a new beauty product, the evaluation on the product is more positive could be checked. The promotion focus message of shampoo, the promotion focus group showed more positive response than the prevention focus group and as for the prevention focus message, the prevention focus group showed more positive results than the promotion focus group so that the effect of regulatory fit appeared. Second, when the regulatory fit effect appeared in the evaluation on the new beauty product, the fit effect on the individual chronic regulatory focus and on the advertising message focus also appeared in the measurement of feeling right. Hence, feeling right could be checked by using the mechanism of the regulatory fit effect.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.21 no.10
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• pp.2605-2619
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• 1996

In this paper, we evaluated performance of mobile exchange control part. Queueing network model is used for modeling of mobile exchange control part. We developed a call control processing and location registration scenartio which has a message exchange function between processors in mobile exchange control part. A network symbol are used the simulation models that are composed of the initialization module, message generation module, message routing module, message processing module, message generation module, HIPC network processing module, output analysis module. as a result of computer simulation, we obtain the processor utilization, the mean queue length, the mean waiting time of control part based on call processing and location registration capacity. The call processing and location registration capacity is referred by thenumber of call attempts in the mobile exchange and must be satisfied with the quality of service(delay time).

• Journal of the Korean Society of Costume
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• v.67 no.1
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• pp.22-39
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• 2017

This study intended to empirically verify the effect of message framing, cognitive need for closure, and type of fashion products on purchasing attitude of PB fashion products in discount stores. The design consisted of three-mixed design of 2(POP(Point of Purchase)message framing: benefit message vs. loss message) ${\times}2$(cognitive need for closure: high vs. low) ${\times}2$(PB fashion product type: utilitarian vs. hedonic). Survey of this study was conducted on 330 men and women in 20~50's in Seoul and Gyeong-gi, and a total of 287 data were analyzed. Data were analyzed with SPSS 18.0 program, and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First, it was identified that the framing type of POP message of discount store, cognitive need for closure, and PB fashion product type had significant effect on preference and purchase intention. Secondly, it was identified that consumers with both high and low cognitive need for closure had high preference level and purchase intention when they encountered the benefit message framing than the loss message framing. Thirdly, the benefit message framing was more effective than the loss message framing for hedonic PB fashion products in discount stores, but utilitarian PB fashion products did not get affected by the message framing. Fourthly, it was identified that groups with both high and low cognitive need for closure preferred hedonic PB fashion products. Lastly, it was verified that benefit message framing POP advertisement on a group with high cognitive need for closure was effective for Hedonic PB fashion products in discount stores, and utilitarian PB fashion products showed no difference in purchase intention according to the POP message framing type and cognitive need for closure.