This study investigates the effects of experiential marketing by categorizing fashion pop-up store experiences according to the strategic experiential modules (SEMs): sensory, emotional, cognitive, behavioral, and relational. It analyzes how these experiential factors influence shopping flow, impulse buying, and word-of-mouth intentions. A survey was conducted with 400 participants, equally distributed by gender and age group (20 and 30-year-old). Valid responses from 320 participants were analyzed using factor analysis, reliability testing, correlation analysis, and regression analysis in SPSS. Findings revealed four key elements of experiential marketing: sensory/emotional, relational, cognitive, and behavioral. Sensory/emotional, relational, and cognitive factors positively affected shopping flow, which enhanced impulse buying and word-of-mouth intentions. However, behavioral factors did not have a significant effect. These results underscore the impact of experiential marketing on pop-up store customer behavior and highlight the understudied area of word-of-mouth marketing. The study specifically targeted consumers most likely to visit pop-up stores, ensuring practical significance by providing data to develop strategies for increasing experiential marketing efficiency. Additionally, the results identify the critical elements of experiential marketing in pop-up stores and examine how they interact with shopping flow and impulse buying. This research contributes valuable insights into optimizing consumer engagement in pop-up retail environments, emphasizing the importance of sensory and relational experiences in driving consumer behavior and addressing gaps in existing marketing literature.

As social media becomes increasingly integrated into daily life, it has reshaped how people communicate and consume advertising. Instagram, a visually-oriented platform, uses advanced targeting and shopping features to deliver personalized advertising, particularly in the fashion retail sector. Grounded in the cognitive-affective-behavioral model and human information processing theory, this study investigates how Instagram’s personalized fashion advertising influences consumer perception and behavior, focusing on recommendation system quality (accuracy, novelty, diversity) and content quality (vividness, diagnosticity). A survey of 403 Korean adults aged 20–69 was conducted to assess causal relationships among these variables. The findings reveal that accuracy and diversity in recommendation systems, along with diagnosticity of content quality, positively influence user satisfaction, which, in turn, influences their click-through and purchase intentions. However, novelty and vividness exhibited no significant effects. Academically, the study contributes to a deeper understanding of the mechanisms underlying personalized advertising on visuallyoriented platforms like Instagram. Practically, it underscores the importance of creating high-quality, personalized content that aligns with user preferences and provides clear product information. Brands can enhance user engagement by designing visually appealing advertisements and optimizing linked web pages to foster emotional bonds with consumers. These strategies can cultivate long-term customer relationships and enhance brand loyalty while maximizing advertising effectiveness on Instagram.

Background: Aquatic exercise utilizing hot springs helps individuals with nonspecific knee pain by reducing joint stress and providing a safe environment for movement. It can improve muscle strength and balance, enhancing overall functional mobility. Objects: This study aims to examine the muscle strength of knee flexion, knee extension, dorsiflexion, and plantar flexion, as well as to investigate static and dynamic balance in middleaged females after performing hot spring aquatic exercise for 4 weeks. Methods: Twenty-two middle-aged females participated in the study. The participants performed hot spring aquatic exercise for 4 weeks. The hot spring aquatic exercise consisted of aquatic walking, aquatic stretching, aquatic side step, aquatic forward reach, aquatic squat, leg lift, and aquatic arm and leg rotation. Muscle strength was measured using microFET2, while static balance was assessed through the one-leg stance test, and dynamic balance was evaluated using the Y-balance test. This study utilized the paired t-test for statistical analysis, with a significance level set at 0.05. Results: The muscle strength of bilateral knee flexion showed a significant increase in the pre- and post-comparison (p < 0.05), and the muscle strength of bilateral knee extension also improved significantly (p < 0.05). In addition, a significant increase was observed in the muscle strength of bilateral dorsiflexion (p < 0.05). The one-leg stance test performed while supporting on the right leg showed a significant increase in the pre- and post-comparison (p < 0.05). Furthermore, the dynamic balance measurements performed while supporting on both the right and left legs demonstrated significant improvements in both legs when compared before and after the intervention (p < 0.05). Conclusion: In individuals with nonspecific knee pain, a 4-week hot spring aquatic exercise program can contribute to the improvement of lower extremity strength, as well as static and dynamic balance ability.

토마토뿔나방(Phthorimaea absoluta)은 현재 전 세계 토마토 재배에 심각한 문제를 초래하는 해충이며 국내에서는 2023년에 처음 발견된 이후. 전국적으로 퍼져 국내 토마토 재배 농가에 많은 경제적 손실을 입히고 있다. 특히 친환경 토마토 재배 농가에 대한 피해가 크게 발생하였지만 친환경 방제 방법이 부족한 상황이다. 북아프리카와 유럽에서는 토마토뿔나방의 포식성 천적인 담배장님노린재 (Nesidiocoris tenuis)를 상업적으로 이용하고 있으며, 스페인에서 알벌류(Tricogrammatidae)를 토마토뿔 나방 방제에 활용하는 등 친환경 방제수단으로써 천적을 활용하고 있다. 국외에서의 천적을 이용한 토마토뿔나방 방제 사례를 수집하여 기존 국내 천적의 활용성을 검증하고 이를 토대로 국내 토착 천적의 탐색 및 효과 검증을 통한 종합적인 천적 활용 친환경 방제 전략 수립에 이용하고자 한다.