• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.439-447
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• 2020

The dynamics of communications powered by the Internet, specifically from the increased use of social media, has led marketers to find creative channels to engage with the customers. One of the recent channels, "branded entertainment", is becoming familiar as an advertising strategy in which the content presented is a marketing tool for the advertising of certain brands. The current study examined the case of a branded-entertainment channel and the mechanism of the advertising instrument that leads to purchase intention. The specific purpose of this research is to investigate whether there is evidence of the role of narrative transportation and the fantasy proneness leading towards purchase of the brand advertised. To arrive at the conclusion, the study using web series sponsored by an artificial sweetener brand and employs a quantitative survey to question the audience. The findings contribute toward the understanding of how consumers respond to branded entertainment via video-sharing platforms. It is indicated that the stories presented in the web series can stimulate the audience to fantasize. Thus, the advertising message conveyed through narrative persuasion can form a favorable attitude toward the brand, which leads to intention to purchase. Practical elements are identified along with limitations and future research suggestions.

• Journal of Information Technology Applications and Management
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• v.27 no.5
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• pp.69-80
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• 2020

Recently, luxury brands are selling their products to consumers using their own direct online channels. In the online channel, marketing strategy through storytelling is needed because consumers do not have enough product experience. Therefore, luxury brands are actively utilizing social media and delivering stories includes their birth and growth. Unlike mass media, social media communicates with consumers more quickly and frequently and delivers the story of brand naturally. This study classifies luxury brands into four groups based on story recognition of luxury brands and self-esteem, and analyzes and materializes each group of the propensities of luxury brand consumption. It also tries to draw strategic implications for effective SNS advertising by analyzing narrative transportation on SNS advertising, interests in videos, and the interests in story based on these typified groups of luxury consumption. The result of the analysis shows that there is a difference in consumption propensity among consumers who were classified into four groups according to story cognition of luxury brands and self-esteem. There is also a difference in the response to narrative images through SNSs, such as narrative transportation, interests in videos, and interests in brand stories.

• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.205-210
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• 2019

Alongside the development of communication technologies such as smart phone, 5G, advertisements which have been regarded as nexus of marketing behaviors are treated as surplus entities in our society now. Ad marketers have been focusing on storytelling advertisements via SNS or similar web-services. We are facing another big media changes such as Virtual Reality, Augmented Reality. Especially the current study probes Mixed Reality as the potential key of new storytelling brand marketing with discussing directions and insights based on the narrative transportation theory.

• The International Journal of Costume Culture
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• v.12 no.2
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• pp.163-178
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• 2009

Fashion pictorials are recognized as another form of communication method beyond the concept of simply providing information or being artistic photography. Therefore, it is believed that there is necessity to know methods of making a strong impression on people's conscience by effective usage of various presentation techniques that can be used in fashion pictorials. This research studied characteristics of closed form and open form of Wolfflin's precept of forms presented in scene construction. Depaysement technique was classified into three classes which are alien transportation of a part, deformation and ambivalence of an image through literature review of depaysement presentation technique. After studying the concept and characteristics of narrative applicable as the open form, Annie Leibovitz's "Alice's Adventures in Wonderland" published in an actual fashion magazine was analyzed as an empirical study based on the theoretical research. Through this study, potential of applying depaysement technique as a presentation technique of closed form and narrative as a presentation technique of open form on fashion pictorials was identified. Factors that infuse creativity and achieve uniformity in producing fashion pictorials were shown through analysis of actual fashion pictorials.

• Asian review of World Histories
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• v.4 no.2
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• pp.207-229
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• 2016

Apart from its Greco-Roman and Christian connotations, considering its continuous influence in the Byzantine world, the oikoumene should be seen as a geo-political as well as socio-religious concept of networking and unity in popular thought and local narratives. This paper argues that "ecumenical" thought survived after Late Antiquity and through the Byzantine era in the Orthodox transportation infrastructure of people and information. It also provides a review of the circulation of heresiological "labels" in the middle to late Byzantine eras. In the Mediterranean, routes, transportation vehicles, and any media supported intelligent networking in the oikoumene. People in the oikoumene could access foreign teachings or stories from outsiders or "barbarians" of different faiths. Constantinopolitan intellectuals coined and issued labels for heretics, such as the Bogomils, Paulicians, and Massalians, and constructed a narrative of the heretical contamination from the center of the oikoumene. Heresiologists collected the information used in creating these heresy titles from far-flung places in all directions from Constantinople, and then exported the labels, which were spread using the transportation network of the Byzantine oikoumene.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.21 no.2
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• pp.167-182
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• 2022

The accident data attributes of the traffic accident report are used not only in traditional traffic safety-related research to identify the cause of traffic accidents, but also as basis data for the development of the automated vehicle driving performance verification scenarios. However, since the data attributes of the traffic accident report are limited for the purpose of reconstructing the traffic situation and developing scenarios, this study aims to provide the directions for improvement of traffic accident report, ultimately for its expanded usability for the automated vehicle test scenarios. The directions for improvement of the traffic accident report are provided by categorizing the traffic situation before the accident (pre-crash), the situation immediately before or during the accident (on-crash), and the situation after the accident (post-crash), respectively. Additional data items or data processing methods are presented. Furthermore, data elements that can be extracted from the traffic accident process data in the unstructured narrative form are explored and provided.

• Journal of Distribution Science
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• v.19 no.8
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• pp.5-12
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• 2021

Purpose: The purpose of this paper is to analyze and examine the issues that are directly associated with the United States COVID-19 vaccine distribution and its strategies so that other countries may learn from it and develop sound distribution strategies. Research design, data and methodology: This paper has applied both historical and narrative models to review, identify, and analyze existing literatures to assess the United States' vaccine distribution strategy. Results: Distribution strategy developed by the United States seems to have focused heavily on the basic tenets of physical distribution, i.e., transportation, warehousing, inventory, and large-venue mass-vaccination sites, and the strategy seems to have been successful when looking only at the physical tenets of distribution. However, the analysis indicates that the distribution strategy has not either focused on or included the major activities of distribution, such as inward and outward communication, information, and customer satisfaction. Conclusions: The countries that are currently developing or implementing COVID-19 vaccine distribution strategy should review and learn from the United States' vaccine distribution strategy and its implementation. The countries should include and address all the activities of distribution, including inward and outward communication, information, and customer satisfaction to achieve their vaccination goals, minimize confusion, reduce wasting of doses and vaccine desserts, and improve vaccination rates.