• Journal of Intelligence and Information Systems
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• v.20 no.1
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• pp.67-101
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• 2014

The use of new technology greatly shapes the marketing strategies used by companies to engage their consumers. Among these new technologies, social media is used to reach out to the organization's audience online. One of the most popular social media channels to date is the microblogging platform Twitter. With 500 million tweets sent on average daily, the microblogging platform is definitely a rich source of data for researchers, and a lucrative marketing medium for companies. Nonetheless, one of the challenges for companies in developing an effective Twitter campaign is the limited theoretical and empirical evidence on the proper organizational usage of Twitter despite its potential advantages for a firm's external communications. The current study aims to provide empirical evidence on how firms can utilize Twitter effectively in their marketing communications using the association between brand personality and brand engagement that several branding researchers propose. The study extends Aaker's previous empirical work on brand personality by applying the Brand Personality Scale to explore whether Twitter brand communities convey distinctive brand personalities online and its influence on the communities' level or intensity of consumer engagement and sentiment quality. Moreover, the moderating effect of the product involvement construct in consumer engagement is also measured. By collecting data for a period of eight weeks using the publicly available Twitter application programming interface (API) from 23 accounts of Twitter-verified business-to-consumer (B2C) brands, we analyze the validity of the paper's hypothesis by using computerized content analysis and opinion mining. The study is the first to compare Twitter marketing across organizations using the brand personality concept. It demonstrates a potential basis for Twitter strategies and discusses the benefits of these strategies, thus providing a framework of analysis for Twitter practice and strategic direction for companies developing their use of Twitter to communicate with their followers on this social media platform. This study has four specific research objectives. The first objective is to examine the applicability of brand personality dimensions used in marketing research to online brand communities on Twitter. The second is to establish a connection between the congruence of offline and online brand personalities in building a successful social media brand community. Third, we test the moderating effect of product involvement in the effect of brand personality on brand community engagement. Lastly, we investigate the sentiment quality of consumer messages to the firms that succeed in communicating their brands' personalities on Twitter.

• Journal of Korean Society of Rural Planning
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• v.26 no.2
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• pp.39-49
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• 2020

This study was attempted to grasp the push-pull factors of urban to rural migrants in relation to services and infrastructure of rural welfare and culture. Online and offline survey were conducted for urban residents who were willing to return to the rural area and those who were already returning to the rural area. In the fields of health care, social welfare, and education, it was found that the satisfaction level of urban-to-rural migrants was relatively higher than those of latent urban-to-rural migrants. In the field of culture, leisure and sports, the level of satisfaction and concern were similar, so it was found that the expectations for the field were relatively high before returning rural area. As for the agreement degree to expand support, the demand for emergency medical facilities and dementia care program was the highest, and the demand for health care was found to be relatively high. The results of the survey on the top priority items indicate that latent urban-to-rural migrants require support of facility and space item and expansion of program item, and urban-to-rural migrants have high demand for expansion of program item in all field except healthcare field. The results of this study are expected to provide useful information for establishing the direction of the rural area development project in connection with the revitalization of policy of people return to rural area.

• Journal of Sport and Applied Science
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• v.5 no.1
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• pp.17-26
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• 2021

Purpose: The purpose of this study is to suggest the policy and scope of the concept of sports welfare and to present a systematic model enhancing sport welfare of the society. Research design, data, and methodology: In order to induce idea for welfare policy and conceptual sport welfare model, this study reviewed a literature discussing the functions and mechanism of sport in enhancing a sense of life quality and thus rebuilding welfare of community. Results: The study suggests these. First, sports welfare ensures the rights of sports of all citizens and has the main purpose of providing social services, creating environments against inequality, improving the quality of life and happiness for everyone to enjoy, and the range should be continued from the right to live, environments against inequality, to the improvement of life and happiness. Second, since the integrated perspective was first suggested, sports integration development will be researched as well as the direction of the development of policies of the integrated model. Basic research of indicator development will need to be proceeded to execute and evaluate the integrated model. Third, the improvement of treatment of sports welfare instructors is urgent. Namely, compared to sports-related budget and the enhancement of facilities, the poor environment of sports welfare instructors needs to be improved. Instead of only testing physical fitness and prescription, the business needs to be continued by connecting to the participants' continuous participation in sports. Conclusions: Whether sports welfare succeeds depends on the need for an active beneficiary, identification of demand, a beneficiary that can discover potential to join offline and online into one, the establishment of sports policies to promote competency development, and a direct progression is needed.

• Safety and Health at Work
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• v.15 no.3
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• pp.292-299
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• 2024

Background: The aim of this research is to analyze the transformation of workers perceptions of the safety climate in an oil and gas company in Indonesia when they experience a change in ownership from a multinational to a national company. Methods: This cross-sectional study used questionnaires distributed offline and online in three periods of ownership of Company X. Data analysis was carried out descriptively by comparing workers perception scores regarding the safety climate at Company X when managed by the multinational holder, transition period, and national holder. Results: Workers perceptions of the safety climate in Company X when it experienced a change in ownership from a multinational company to a national company has a trend of decreasing scores (from 8.07 to 7.48). Overall, a decreasing trend in scores occurred in several sub-variables of safety climate, namely management commitment (8.33 to 7.56), communication (8.10 to 7.64), safety priority (8.55 to 7.68), personal appreciation of risk (8.25 to 5.48), involvement (7.50 to 7.36), and personal priority and need for safety (8.25 to 5.48). Conclusions: Ownership changes cause a trend of decrease in employee perceptions of the safety climate at Company X. Company's priority on safety related to production target factors is decreasing due to the change of ownership. On the other hand, the national period had a higher score in supportive environments and work environments, compared to the multinational period.

• International Journal of Advanced Culture Technology
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• v.9 no.3
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• pp.253-258
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• 2021

This study aims to expose the potential dangers of K-pop through the past and present of K-pop choreography copyrights and to suggest the need to secure digital choreography copyrights for the sustainability of K-pop considering national responsibility. As the content industry quickly sought countermeasures to digital transformation, such as the launch of K-pop platforms and the evolution of OMO (Online Merges with Offline) media commerce in response to changes in the industrial environment due to COVID-19, the annual export of the domestic content industry increased by 6.3% compared to the previous year. Accordingly, our copyright does not require that works be fixed in tangibles, as in Japan and Germany, on the basis of entrusting each country's legislation to determine whether to require fixation on choreographed works. On the other hand, the United States, France and the United Kingdom are demanding that it be fixed. Although choreography is at the center of K-pop and the value and influence of K-pop videos including cover dance through new media are discussed from various perspectives, copyright on choreography that needs to be resolved in business platforms for K-pop scalability The fact that there is such a big difference in problem perception is an area where we must not lose our vigilance. As the development of today's technology, the method of fixing a choreography looks very easy as an image, but at the same time can be stolen very quickly. Therefore, compared to overseas cases, it is urgent to improve the difference in perception of copyright registration for K-pop choreography and to supplement the system include the NFT.

• Journal of Korean Medicine Rehabilitation
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• v.29 no.1
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• pp.41-61
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• 2019

Objectives The purpose of this survey was to investigate the using experiences and attitudes of general public toward the East-West collaborative medical practices (EWCMP). Methods We selected objects in general public and structured questionnaires were administrated to both 295 offline participants and 795 online participants. The data was collected from 15 to 28 February 2016 and analyzed statistically by frequency, ${\chi}^2$ cross-over analysis with SPSS software. Results The total number of participants was 1,090 and 66.1% of them has heard but only 19.5% has ever used EWCMP. For participants who has used EWCMP, the decision to use it was made by themselves (53.2%), 44.0% of them was satisfied with EWCMP, 89.4% of them showed revisiting intention to EWCMP hospital, and 72.2% of them showed the intention to introduce EWCMP to others. And 52.3% of them were optimistic about the prospects of EWCMP, especially in the field of disease treatment (49.9%) and rehabilitation (20.6%). On the reasons for lack of development of EWCMP, 31.9% of them listed prejudices existing on both sides firstly (31.9%). Preferred type of EWCMP was to use both western and Korean medical treatment at the same weight (53.9%). To promote EWCMP, it is required to confirm the concept of collaborative medical practice to the medical professions and government authorities (29.5%). Conclusions Considering low proportion of utilization and positive attitude toward the EWCMP among general populations, it is need to introduce or advertise EWCMP to them.

• Journal of Korean Society for Quality Management
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• v.50 no.3
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• pp.387-405
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• 2022

Purpose: This study aims to develop a communality model to measure the service quality that the customers encounter on face-to-face and non-face-to-face automobile insurance before and after insurance purchase. Methods: For these purposes, we conduct a five-step program to develop a comprehensive communality model to measure service quality except insurance purchase channels. Results: As a result, we find five communality factors: value-added service for automobile maintenance, value-added service for drivers, quickness, dispatch service, and convenience of the service process. And the relative importance of service quality factors was in the order of value-added service for drivers, the convenience of the service process, quickness, and dispatch service, respectively. Conclusion: This study developed the opportunities to enhance service quality to attract customers. And it contributes to the academic literature by reporting the industry-specific service quality model, which maintains a theoretical gap in the online and offline automobile insurance industry.

• Journal of Korean Society for Quality Management
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• v.50 no.1
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• pp.43-61
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• 2022

Purpose: The purpose of this study was verifying factors that affect to intention to use AI financial services and finding a way of building an user oriented AI ecology. Methods: This study used the UTAUT (Unified Theory of Acceptance and Use of Technology) model with independent variables such as performance expectancy, effort expectancy, social influence, facilitating conditions, trust, personal innovativeness and AI understanding as moderating variable. The data was collected through online & offline survey with questionnaire from 330 financial customers. Results: As a result, the analysis suggested that the performance expectancy, social influence, facilitating conditions, personal innovativeness are statistically significant to the intention to use AI. It was also found that AI knowledge of users differently influence the intention to use through the moderating effect on the facilitating conditions. Conclusion: Performance expectancy, social influence, facilitating conditions, personal innovativeness have positive causation to the intention to use in AI financial service. On the facilitating conditions, unlike other variables, it was found that the user's intention to use was different by the level of AI understanding. It means that customers could have the strong intention to use AI even though they don't have enough pieces of knowledge on the factors. Customers seem to be of recognition that the technology has certain benefits for themselves. The facilitating factors are significantly affected by AI understanding and differently effect on the intention to use AI.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.21 no.5
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• pp.974-983
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• 2017

In this paper, we have discussed the search function that can be embedded and used on Android-based applications. We used BM25 to suppress insignificant and too frequent words such as postpositions, Pivoted Length Normalization technique used to resolve the search priority problem related to each item's length, and Rocchio's method to pull items inferred to be related to the query closer to the query vector on Vector Space Model to support implicit feedback function. The index operation is divided into two methods; simple index to support offline operation and complex index for online operation. The implementation uses query inference function to guess user's future input by collating given present input with indexed data and with it the function is able to handle and correct user's error. Thus the implementation could be easily adopted into smartphone applications to improve their search functions.

• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.376-390
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• 2009

The objective of this study is to examine the factors affecting adolescents' intention to buy e-Learning web site, expecially focuses on the moderating effect of adolescents's conformity. The main results are as follows. First, teacher's ability, personalized service, easy for service search, interaction between students, service revival for joining e-Learning sites affect intention to buy e-Learning web site through perceptual usefulness, except for entertainment. Second, perceptual usefulness has positive effect on intention to buy. Third, According to conformity, personalized service has different effect on perceptual usefulness. The result shows higher in high conformity group than low conformity group. It means e-Learning companies should focus on reference group or special group to effect their marketing strategy on adolescents. Lately, preceded studies investigated using SERVQUAL or SERVERF which were suit to offline. But, this study found e-Learning factors which are suitable to online. So, the factors and the results are more useful to e-Learning companies.