• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.58-68
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• 2019

Recently SNS product reviews are excessively increasing. However, many SNS reviews are under feeble regulation than how big and powerful that their awarenesses are. This problem leads to consumers' discontentment on product reviews on online. This study aims to analyze how SNS product reviews characteristics: informativeness, entertainment, reliability and familiarity attribute on consumers' purchase intent and brand attitude. However, at this time, consumers' high discontents (stored-knowledge) expect to have negative affect on product reviews thus I put this as a regulation effect. This study is consisted of 240 examinee who check SNS product reviews before buying products.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.202-211
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• 2020

This study examined the effects of online search service users' experiences on search satisfaction by the types of main search results. As a result of the survey, the negative experience of using the search result in the specific service area among the integrated search results is the most irrelevant regardless of the type of search result with the lowest usage rate. In particular, users are often exposed to advertising information and valuable or low useful information, and information inaccuracy, bias, and personal information leakage experience are relatively higher than other search results. Satisfaction by type of search result of online search service showed only difference in interest of search result, and no other satisfaction factor was found by type of search result. Looking at the experience factors that affect the satisfaction of each type of search results, in the case of general integrated search results except search websites such as search ads and search ads, the more accurate information is provided, the more satisfied the search results are. In the case of, the provision of high value and useful information has a positive effect on satisfaction. After all, it is implied that online search service providers should consider the highest priority for improving the service, improving the accuracy of information and the value and usefulness of information.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.593-606
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• 2019

This study examines effective message strategies that fit with the characteristics of retargeting advertisements, based on the Construal Level Theory. First, we investigate whether the social distance that applies between interpersonal interactions can also be observable in an online environment and test the effects of social distance, depending on the type of online sites. We then examine consumers' construal level when social and temporal distances interplay, and how the effects of the messages change accordingly. As a result, social distance and message construal levels by website type were consistent with existing CLT studies. However, the hypothesis that advertising effects will be higher only when all, multidimensions' distances and construal levels of messages match, was partially supported. Also the current view, that the consumers' evaluations will show no difference to when either or both dimensions are distal, was rejected. Instead, when a discrepancy between temporal and social distance was present, the construal level of the message was more effective when congruent with the social distance out the two dimensions. Hence, it is possible to infer that the influence of psychological distance may vary depending on the dimension of distance.

• The Journal of Korean Association of Computer Education
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• v.15 no.2
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• pp.37-45
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• 2012

The case of South Korea's Internet newspapers, harmful advertising is illegal but rampant. The children and youth are not protected, so effective measures are urgently required. Therefore, to achieve self-regulation, a discrimination system model using collective intelligence and collective emotions is proposed. This study is to suggest a Discrimination System Model of harmful contents using collective intelligence and collective emotions as the actual program of self-regulation. The Discrimination System model forms the level of harmful contents by using contents, form, text, size as well as the implied and reminiscent story of image as discriminant factors of a group testing. The formed level is established for harmful contents discriminant criteria after going through the process of generalization again. It can be not clear and ambiguous for internet newspaper banner ads to be measure the level of harmfulness. This Discrimination System will have the strengths of resolving this problem.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.45-59
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• 2020

This study is to examine the effects of personal media influencer's source credibility (attractiveness, trustworthiness, expertise) and content authenticity on brand authenticity and product purchase intention. An online survey was conducted, on which the respondents were asked to watch the embedded contents of the influencer provided on YouTube before answering the questionnaire. The results of the regression analysis showed that both influencer expertise and content authenticity had a positive effect on brand authenticity. Moreover, brand authenticity had a positive effect on purchase intention and had a mediating effect between purchase intention and content authenticity. The findings are meaningful in that they not only analyze empirical advertising effects of personal media and media contents but also expand the scope of research on authenticity. This study also provides strategic implications for personal media influencers and companies which want to collaborate with influencers.

• Journal of Digital Convergence
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• v.12 no.4
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• pp.183-192
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• 2014

This study aims to empirically investigate how personalized and socialized mobile media impacts on users' acceptance of mobile advertising, given the consideration of users' mobile possession attachment. For this, the current study used focus group interview and surveyed mobile users. Interestingly, the findings reveal that personalized and socialized mobile characteristicssignificantly affect users' acceptance of mobile ads. That is to say, users' personalized mobile characteristics play an important role in either awareness of mobile ads or exposure to mobile ads.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.9 no.2
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• pp.65-71
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• 2009

The end of the 1990s due to the rapid development of Internet communications and two-way communication advertising, public relations, online music, video, movies, e-Book, and distribution of digital content is actively underway. The combination of Internet and TV, as well as born of IPTV and interactive digital content industry's future has become a key industry. However, these two-way communication that illegal adult sites, illegal Bulletin, illegal Ads, PR, shopping mall, illegal music copying, video replication, such as negative due to the emergence of IPTV and is always around us and should be recognized. For example, on the Internet, which has been operating in the ocean sounds from the music copyright issue, the prosecution decided to prosecute because of the digital cultural content, copyright issues has become an important issue. Status and issues of this paper to learn the digital content, using intelligence to solve these problems, two-way communication advertising, public relations and practice of digital content, practices and courses of students vulnerable to offers for the analysis simulation.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.528-542
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• 2021

This study aims to examine the attitudes toward online advertisement targeting YouTube content users and to present implications for the direction and regulation of personal media broadcasting advertisement. The study used the data from 'Awareness of On-line Ads and Blocking Tools' conducted by the Korea Press Foundation in 2020. For the statistical analysis, correspondent analysis was employed. The main results followed as: women tended to perceive more discomfort about the ads before the start of the content compared to men, and women in twenties perceived the highest discomfort with intermediate advertisement. Second, respondents who watch more YouTube contents tended to accept more ads to use contents for free. Third, respondents who are willing to use the advertisement blocking service were most aware of the inconvenience of advertisements before starting of YouTube contents. Although users are aware of the inconvenience, the use of advertisement blocking service has not yet been found to be generalized. However, the use of ad blocking service is expected to increase gradually. It would be expected that efforts to regulate advertisement to reduce discomfort about advertisement among users are also required.

• Journal of Digital Contents Society
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• v.8 no.2
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• pp.173-189
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• 2007

This study attempted to analyze factors influencing S-DMB adoption. The theoretical background of this study is 'Technology acceptance model.' Based on this theory and literature review this study set 5 hypotheses. For this research, a survey was conducted by online research lab. from October 25 to 31. Data were collected from 350 subjects. Complete and useable questionnaires were received from 303 respondents. The result and conclusion are as follow: 'Instant accessibility,' 'service quality,' 'Cost,' 'advertising,' 'perceived easy of use' are significant factors influencing 'perceived usefulness'. 'Compatibility,' is a significant variable influencing 'perceived easy of use'. However, 'self efficacy' and 'innovativeness' are not significant factors influencing 'perceived easy of use.' The result of the analysis showed that most of the hypotheses were verified the same as preceding studies, but some results were different with the result of preceding studies. Therefore, it implies the characteristics of S-DMB different with other IT systems and mass media that were research subject mostly before, and it influences the result of this study as well.

• Journal of Digital Contents Society
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• v.17 no.1
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• pp.33-41
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• 2016

This study aims to suggest practical ways to interact effectively with consumers based on current situation of 'media creative' and media use patterns. Cases of digital signage are reviewed in the perspective of cross media, and the strategic meanings of cross media are explored according to interactivity. Results are collected through 'Naver' search engine service, and can be possibly assorted into five media combined types: SNS-combined, QR codes or Augmented Reality(AR)-combined, Brand App(application)-combined, Online to Offline-combined, and Behavioral factors-combined ones. Some strategic suggestions on media creative are given for effective interaction with consumers.