• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.130-140
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• 2015

With the growth of media platforms and fierce competition in the media market, there have been focus on cross media storytelling, a remediation of content already proven successful to another type of medium. In particular, webtoons have emerged as being successful source media, and this study analyzes how the webtoon 's narrative is expanded and transformed in the remediation process into TV drama. The results showed that, the webtoon , which was targeted at a relatively more specific audience, objectively described stories of the life and hardships of an office worker through a contractual employee at a trading company navigating work life based on strategies of Baduk; while the TV drama version, which aims to appeal to a broader audience, strengthened popular narratives with topics of social issues such as 'hardships of the non-permanent employee', 'sexual discrimination and sexual harassment in the workplace', 'difficulties of a working mom', and 'romance between new colleagues'. In addition, in order to create dramatic enjoyment, the drama's storytelling strategy incorporated conflicts by creating confrontational relationships among good and evil characters, and added humanism and comedic effect.

• Journal of Korea Game Society
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• v.14 no.3
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• pp.35-46
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• 2014

With the introduction of e-Sports, games have emerged as a new public culture. Also, it has had positive effects on related industries including game, contents, broadcasting, IT and more. Studies on eSports consumer behavior are required for the continuous vitalization of the eSports industry. However, there are insufficient studies on the psychological aspect of eSports consumers. This study aims to find the motivations for watching the League of Legends(LoL), which has opened a new paradigm of eSports. We also find the relationship between such viewing motivation and satisfaction. This study is expected to be the base of future studies on eSports consumer motivation and establish effective marketing strategies in the industry.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.471-483
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• 2021

The purpose of this study is to find out audience' response of virtual influencer at the starting line of virtual influencer marketing. Therefore, posts, comments, number of likes, and video reviews were collected from Instagram of virtual influencers active in Korea. Python 3.7 and Textom were used for data collection and analysis. Sentimental analysis showed that the rate of positivity was higher than the rate of negativity and neutrality. The appearance of virtual influencer was found to be a major factor in both positive and negative. Consumers' interest in virtual influencer could be inferred from the neutral sensibility. This study is meaningful in that it presented data to help establish strategies for virtual influencer marketing by examining consumer reactions to virtual influencer and identifying factors of positive and negative emotions toward virtual influencer.

• Journal of Korea Entertainment Industry Association
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• v.13 no.4
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• pp.83-91
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• 2019

Gameplay exists not only in game activities, but also in other art forms. An animated film with strong gameplay whose gameplay narrative follows the presupposition principle, achieved through unimaginable sound effects, exaggerated visual styling, hypothetical time and space concepts, fictional storylines and character performances. The strength or the presence or absence of gameplay in animated films is reflected in the grasp and use of these gameplay elements in the process of animated film narratives. The gameplay narrative of animated films fully utilizes the characteristics of gameplay thinking. In the process of scriptwriting and narrative, it combines entertainment, action, adventure, competition and other elements to fully reflect the characteristics of "gameplay". Gameplay narratives often use the strategies of reverse setting, repetition and interaction, and rules and challenges setting, which not only enhances the fun of animated film narratives, but also attracts the attention of the audience, which then can enhance the audience's viewing experience.

• International Journal of Advanced Culture Technology
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• v.11 no.2
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• pp.152-161
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• 2023

Modern people live a life connected with the real world and the virtual world by relying on the new media of enterprises and social consumption led by innovative technologies. In this environment, virtual influencers actively communicate with consumers and build relationships through social media, which is a new marketing tool that has attracted widespread attention. From a business perspective, it is necessary to have a solid understanding of this phenomenon, and then explore communication strategies to effectively develop virtual influencers. To investigate followers' preference for virtual influencers, this study employs the Q-method, which studies human subjective attributes, an empirical research effort to uncover complex issues in human subjectivity. To determine the factors that trigger people's voluntary and active practice and the preference degree of virtual influencers, the Q method is implemented to examine human subjectivity, thoughts and attitudes. According to the results of this study, virtual influencers are a new group of idols full of vitality. The interviews found that there are still many virtual influencers who do not know about followers, but each type can be clearly understood through the intuitive understanding of the interviewees. Divided out, type 1 one egoideal virtual influencers aim to represent an idealized version of the creator or target audience. Embodies ideal physical characteristics, personality or lifestyle desired by the audience. Type 2 is charismatic and attractive, and has the characteristics of most virtual influencers. It is suggested that it can be developed into a potential type, doing brand cooperation, and content production on social media platforms. Type 3: Game animation, derived from the image of characters in games or comics, with stylized features and energetic personalities, which can be integrated into games or entertainment experiences. Type 4 development potential type is the most successful type among virtual imagers, and it is also the purpose of marketing virtual influencers. It is essential that brand endorsement on social media platforms, integrated marketing, and driving advertising traffic. It is recommended to improve production technology to reduce investment costs.

• Journal of Korea Entertainment Industry Association
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• v.13 no.8
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• pp.281-290
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• 2019

The purpose of this study was to examine how musical advertising communication affects the viewing attitude, the intention to see, and the revisit intention of musical audiences. The results of the study were as follows. First, as a result of examining the influence of musical advertising viewing attitudes on musical performances, the familiarity of musical performance brand and advertising novelty of advertising communications had positive effects on musical performances. On the other hand, the message complexity did not have a significant effect on the musical performance. Second, the attitude toward the musical performance had a positive influence on the intention to see the musical performance. Third, the intention to see a musical performance had a positive effect on the intention to revisit the musical performance. The result of this study is expected to be able to suggest communication methods and strategies along with useful implications for enhancing the communication effect on the audience of musical contents in the future.

• International Journal of Computer Science & Network Security
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• v.23 no.12
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• pp.137-144
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• 2023

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.

• The Journal of the Korea Contents Association
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• v.14 no.12
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• pp.1100-1116
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• 2014

The purpose of this study is to investigate how children use the PAIR strategy for their audiences in the writing on the screen and how the comments play a role to communicate between an author and audiences. In order to perform this research, 7 elementary school students(4th-6th grade) participated in the literary education program designed to promote to write on the screen. As a result, 42 body texts(635 sentences) and 424 comments of children's writing on the screen were collected and analyzed according to the PAIR strategies and performance behaviour. The findings are as follows: first, 'attracting' is used the most among PAIR strategies and second, the most frequent performance behavior of comment is 'expression'. These findings indicate that children's writing strategy considering audiences tends to be emotionally appealing and performance behavior of comment is likely to focus on affective expression.

• Journal of the Architectural Institute of Korea Planning & Design
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• v.34 no.3
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• pp.61-72
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• 2018

This study pursued to obtain 3 consecutive purposes. First, a conceptual model for comparing 3 constructivist teaching and learning strategies( problem-based learning[$P_bBL$], case-based learning[CBL] and project-based learning[$P_jBL$]) was developed. Relationships of these constructivist strategies with the development of expertise for learners were discussed. Second, specific differences between $P_bBL$, CBL and $P_jBL$ as applied in architectural design courses were analyzed under each of the teaching and learning category. Some analytical indexes were developed by content analysis, which are applicable effectively to reveal the differences. Based on the previous findings, third, a set of strategic guidelines for use in class were made and suggested in order to develop and improve expertise in architectural design. These guidelines were largely targeted for university design courses as well as education or reeducation of practicing architects. Expecially, combined application of $P_bBL$, CBL and $P_jBL$ was hypothesized and suggested as class management guidelines. In sum, a variety of $P_bBL$ problems, CBL cases and $P_jBL$ projects should be developed for expecting audience based on design subjects and tasks. As working domains of practicing architects, exploring/analyzing, understanding/making applications, and criticizing/self-reflecting should be considered in the development process.

• Journal of Distribution Science
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• v.13 no.10
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• pp.109-114
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• 2015

Purpose - The movie market has the characteristics of being a perfectly competitive market as well as a pure monopolistic market at the same time. This is because there are competitors in the industry but prices, although not fixed, have not changed a lot. Price competition may not have spread, but the competition is focused on artistic value, and the degree of box office success is most important. The artistic value is determined in the course of the production process. However, the degree of box office success is dependent upon the marketing manager. The marketing strategy represents the difference in the standard or quality of the movie. Inherently, the marketing manager adopts the entertainment strategy based on the quality of the foundation of the completed movie. At this time, the marketing manager knows the pertinent information (high quality/low quality) regarding the movie. This research study tries to reveal what should be the reasonable movie marketing expense, dependent on the quality of the movie. Research design, data, and methodology - Using a game scenario with different market players, the goal of the research analysis is to find out the following. First, the marketing expense is determined to maximize the profits after film production. Second, after the production costs are already committed, the manufacturer gets to choose the marketing level. At this time, there will be a profit maximization point, considering the competition. The premise of the research is as follows: if it is a good movie of quality, positive word of mouth increasing the audience continuously slows down the speed of the demand curve. If the movie quality is bad, the negative word of mouth decreasing the audience gradually hastens the speed of the demand curve. On the marketing side, when the manufacturer invests heavily in the marketing expense of the movie, consumer expectations increase to drive up the audience numbers. On the other hand, it is difficult to improve the profits excessively. When the manufacturer invests in marketing a little bit, the marketing expense is only relatively committed, therefore a lot of demand cannot be gained. Results - If a fixed market share is in a competitive situation, a low quality manufacturer expends relatively more marketing expense. If the situation assumes two manufacturers spend the same for the cost of production, the high quality manufacturer takes more profit. If the manufacturer expends less marketing budget to save costs, the optimum profit cannot be achieved since the other party (opponent) grabs the initial market share. Conclusions - In conclusion, investment is essential for market share to increase. We must refrain from a zero-sum game and have models where the game participants pursue the creative profits together. In the current film industry, there is the dominating logic of winner and loser but we have to create a film industry environment where the participants can be altogether satisfied and live together.