• KIPS Transactions on Software and Data Engineering
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• v.7 no.10
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• pp.397-404
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• 2018

Various applications are widely developed for smartphones to meet customer's needs. In many companies, messenger's typed interactive systems have been studied for business marketing, advertising and promotion to provide useful services for the customers. Such interactive systems are usually called as "Chatbot". In Chatbot, duplicated responses from Chatbot could occur frequently, and these make one lose interest. In this paper, we define a case that the response of Chatbot is duplicated according to the user's input, and propose a method to reduce duplicated responses of Chatbot. In the proposed method, we try to reduce duplication responses through a new duplication avoidance algorithm by building multiple tables in a database and by making combinations of user's input and its response in each table. In our experiments, the proposed method shows that duplicated responses are reduced by an average of 70%, compared with the existing method.

• Journal of Fashion Business
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• v.14 no.4
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• pp.1-9
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• 2010

The study verified the regulatory fit effect of the message focus and propensity regulatory focus delivered in the sales promotion situation of beauty services and products on the basis of the self-regulatory focus theory being actively discussed in the consumer behavior area of marketing. As the result of ANOVA analysis on the experimental design 2 (chronic regulatory focus: promotion focus/prevention focus, between factor) ${\times}$ 2 (message regulatory focus: promotion focus/prevention focus, within factor), the promotion focus group showed more positive response to the promotion focus message(4.88) of beauty services than the prevention focus group(4.40) so that the effect of regulatory fit appeared(t=1.79, p<.1), but the regulatory fit effect didn't appear in the prevention focus message(t=.58, p>.1) so that the hypothesis was partially supported. However, as for the promotion focus message of beauty products, the promotion focus group(4.62) showed more positive response than the prevention focus group(4.16), and as for the prevention focus message, the prevention focus group(4.89) showed more positive results than the promotion focus group(4.33) so that the effect of regulatory fit appeared(t=2.07, p<.05). Therefore, the result of the study shows that as for the service consumers perceive high risk, the sales promotion activity of the prevention focus message can be effective for prevention focus consumers and for promotion focus consumers as well. Otherwise, it suggests the marketing approach that the consumer evaluation is more positive when the advertising message focus fit the consumer regulatory focus.

• The Journal of Information Systems
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• v.30 no.4
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• pp.1-20
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• 2021

Purpose Nowadays, Autonomous Sensory Meridian Response (ASMR) is rapidly growing in popularity and increasingly appearing in marketing. Not even in TV commercial advertisement, ASMR also fast growing in one-person media communication, many brands and social media influencers used ASMR for their marketing contents. The purpose of this study is to measure consumers' perceptions about the products in ASMR marketing content and compare the differences in communication effect of ASMR content creator between product review and how-to in the same Macro tier influencer - the YouTuber that has 10,000-100,000 subscribers. Design/methodology/approach The research methods selected ASMRtist that do product review content and how-to content, Text comments data was collected from 200 videos of tech-device review videos and beauty-fashion videos. A total of 52,833 text comments were analyzed by applying the LDA topic modeling algorithm and social network analysis. Findings Through the result, we can know that ASMR is good at taking attention of viewers with ASMR triggers. In the Tech device reviews field, ASMR viewers also focus on the product like product's performance and purchase. However, there are many topics related to reaction of ASMR sound, trigger, relaxation. In the Beauty-fashion field, viewers' topics mainly focus on the reaction of the ASMR trigger, response to ASMRtist and other topics are talking about makeup - fashion, product, purchase. From LDA result, many ASMR viewers comment that they feel more comfortable when watching the marketing content that uses ASMR. This result has shown that ASMR marketing contents have a good performance in terms of user watching experience, so applying ASMR can take more consumer intention. And the result of social network analysis showed that product review ASMRtist have a higher communication effectiveness than how-to ASMRtist in the same tier. As an influencer marketing strategy, this study provides information to establish an efficient advertising strategy by using influencers that create ASMR content.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.121-131
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• 2011

Green Marketing, a response to the serious environment problems of the 21st century, is an important point for trends in both art and fashion. It is a strategy for reminding consumers of the threatening environment problems and to recognize that everyone must take responsibility for these problems. Green marketing is a concept that is the point at issue and social reform movement. The purpose of this study was to find examples of Green Marketing in fashion and classify them into four groups. The results of this study were as follows. First, the terms related to green marketing as related to fashion can be categorized into four areas: 1. Eco-friendly product marketing: product merchandising that usually uses organic materials and green manufacturing processes. 2. Green-communication marketing: PR strategies that use green slogans through deep impression advertising or special promotional events relating reducing, reusing and recycling, etc., with the brand's name. 3. Green environmental-marketing: marketing strategies that is an enlightenment campaign for environmental preservation and sustainable fashion design such as reusing, recycling, and reducing. 4. Cause-related marketing: marketing plans that return profits to society and that take an active part in the causes of the community. It was expected that these types of green marketing strategies would yield positive effects in enhancing brand value and consumer confidence as well as increasing profits.

• Journal of Korea Multimedia Society
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• v.16 no.12
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• pp.1403-1412
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• 2013

In the maritime ships or airplanes, users should utilize the satellite channel in orer to use web service. However, the satellite channel is costly and does not give users satisfied response time. In the ship, the users may receive plenty of extra data when they obtain internet news. The extra data may be unnecessary image and advertise. Therefore, they should pay unnecessary data usage charges as well. In this paper, we suggest a proxy model that solves the problem of cost and speed. The proposed proxy reduces the of data through the satellite link by image and advertising blocking, caching, image re-requesting functions. It's performance was tested by a real satellite communication.

• Journal of the Korean Graphic Arts Communication Society
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• v.29 no.3
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• pp.31-40
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• 2011

Using of QR(Quick Response) code is dramatically extended to various marketing area; not only substitute of bar code but also new tool of PR and marketing. This research attempts to analyze brand communication effect using QR code printed on product package especially in snack product category. Findings are 1) communication effect are different according to the type of book-trailers; 2) cinematic production and animation are the most effective type of book-trailers; 3) for memory and confirmation(sharing), a)stills and straplines, Analysis result of hypothesis I showed that characters of QR code influence on brand attitude. Among dependent variables, only reliability is significant. That means reliability of company and brand using QR code influence on brand attitude. The higher reliability of QR code, the better brand attitude of the brand. Analysis result of hypothesis II found that only reliability is significant on purchasing intention. Reliability of company and product using QR code influences on purchasing intention. The higher reliability of QR code, the higher possibility of purchasing products. Therefore, company can enhance reliability of both company and its products by using QR code. Using QR code will bring high reliability and high brand attitude and purchasing intention.

• Korean Journal of Human Ecology
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• v.21 no.6
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• pp.1145-1160
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• 2012

This study empirically compared generational differences in responses between baby boomers, Generation X, and Generation Y groups as measured by key variables related to advertisement. The respondents in this study were consumers throughout Korea, with 914 survey questionnaires used for the final analyses. Eight of the original 10 hypotheses were validated and two were rejected. Both baby boomer consumers and Generation Y consumers showed more positive responses to affective advertisements than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards humorous advertisements than their baby boomer and Generation X counterparts. The effect of advertising models on the evaluation of advertisements was greater among Generation Y consumers than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards storytelling-type marketing than their baby boomer and Generation X counterparts. Baby boomer consumers showed more positive attitudes towards symbolic advertisements than their Generation X and Generation Y counterparts. Generation X consumers showed more positive attitudes towards functional advertisements than the baby boomer and Generation Y groups. There were significant differences in attitudes towards two types (symbolic and functional) of advertisements in both baby boomer consumers and Generation X consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.5
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• pp.475-484
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• 2003

The objectives of this study were to investigate the consumers' general perceptions and attitudes in response to the leaflet fashion advertisements, and to examine how much differently the level of price and the advertisement type affect brand images and consumers' buying intentions. Subjects for this study were 192 female university students in the twenties. Through the pre-test, several casual brands with such various the level of price as high, middle. and low were selected. Stimuli consisted of 8 photographs of the advertisements types which were manipulated according to the price level(highㆍmiddle & low) and the advertisements type(generalㆍleaflet). The results showed that consumers got the information on the fashion products mostly from the advertisements in magazines. It was also found that consumers showed the highest interests on the design and the discount rate of prices in the leaflet fashion advertisements. The price range(highㆍmiddle & low) of casual brands had significantly affected on the brand image and the consumers' buying intention. And the higher the prices of casual brands were, the worse brand images were when products were advertised by fashion leaflets. The advertisements types(generalㆍleaflet) gave some influences only on the brand image. Based on these results, marketing strategies of fashion advertising would be ,suggested.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.113-122
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• 2021

This study aims to investigate the effects of fiscal policy instruments on economic growth in Jordan using annual data from 1970 to 2019, by applying the VAR model (Vector Auto regression) and the Vector Error Correction Model (VECM). The study also examines the dynamic relationship among economic variables over time using the Granger casualty test, Impulse Response Function, and Variance Decomposition. The results show that not only the public expenditures have a positive effect on economic growth in Jordan, but also the tax revenues positively affect the economic growth in the short-run, and this is because of using the tax revenues to finance the government activities in Jordan. This effect becomes negative in the long run, and this is explained because the tax seems a source of distortions in the economy, The extreme taxes may cause huge distortions in the economy, and these distortions destroys the purchasing power, the aggregate demand, and supply. More governmental dependence on tax revenues is the main source of tax evasion and less efficiency. The effect of taxation will curb any prosperity in the economy. Therefore, the government should estimate the fair tax rates to generate sufficient revenues to finance the public expenditure required to enhance economic prosperity.

• International journal of advanced smart convergence
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• v.13 no.1
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• pp.140-151
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• 2024

This study explores an innovative advertising technique on Bilibili, where product links are embedded as bullet comments visible only to mobile app users. The research involved 140 participants, divided equally between followers and non-followers of a popular influencer, 'Gourmet WanggangR.' These groups were further split, with half viewing a video containing the product link on the app and the other half via PC. The study revealed that influencer attachment significantly increased viewer immersion (transportation) and positively influenced attitudes towards the content, which in turn elevated purchase intentions. Importantly, the influencer's followers showed a stronger attachment and more favorable attitudes towards the content, alongside a heightened likelihood to purchase the advertised product. The presence of the product link further accentuated these effects among the influencer's followers. Conversely, in the absence of the link, the correlation between influencer attachment and content attitude was less pronounced. These findings highlight the effectiveness of embedding product links in video content as a marketing strategy, particularly when targeting an influencer's followers through mobile platforms.