The current paper examines how parasocial interaction (PSI), imaginary and illusory relationships with fashion designers, enhances luxury consumers’ social media contributions. SEM results (Mplus 7.4) from an online survey with visual stimuli (n = 555) show that PSI with fashion designers increases opinion leadership and content production. Specifically, opinion leadership mediates the impact of PSI on user-generated content (UGC) creation, but not electronic word-of-mouth (eWOM). Luxury consumers only produce UGC when their leadership abilities are emboldened through PSI with fashion designers. Overall, these findings contribute to a growing body of digital luxury studies while helping luxury firms to counterbalance their legacies and brand awareness through social media.

This research seeks to unveil how YouTube influencers and digital interaction can contribute to the process of customer-brand relationship and engagement. Based on in-depth interviews of female Youtubers devoted to the lifestyle categories, we aim to comprehend the engagement factors that influencers should rely on to promote engagement between their followers and the brands they advocate.

In this digital era, native advertising (Laursen, 2017) has begun to dominate advertising revenues due to its effectiveness in captivating attention of online users. Digital native advertising are advertisements in the form and function of editorial content such that its commercial intent is obscured to the reader (Wojdynski & Evans, 2015). Given its “non-intrusive” characteristics, platforms publishing advertisements of this nature can effectively circumvent ad-blockers that inhibits brands from reaching target audience (Vranica, 2015). Nevertheless, some have construed this as a deception towards digital users which could be detrimental to their attitude towards the brands conveyed via such advertising method (Wojdynski, Evans, & Hoy, 2017). Despite such existing controversy, there is still lack of evidence investigating whether digital native advertising would trigger positive or negative attitudes towards brands (Harms et al., 2017). On this premise, the goal of this study is to comprehend how native advertising would affect brand attitude. Correspondingly as well, this study will also investigate in what way the factors associated to native advertising that would influence brand attitude.

Digital video advertising is an emerging creative format increasingly prevalent online. To attract audiences, creative strategies often employ narrative storytelling techniques that transport the viewer into an entertaining cognitive and affective experience. This study explores key engagement characteristics of creative executions across categorical digital video advertising formats.

The aim of this study is to select MLMA and Noen Eubanks as representatives of Gen Z’s unique subculture ‘E-girl’ and ‘E-boy’ to analyze fashion images and determine their meaning through the perspective of persona. To conduct this study, a literature review and case studies were combined and fashion images of E-girl and E-boy appearing on social media were analyzed to identify the personas they expressed. A case study of MLMA and Noen Eubanks’ Instagram and TikTok account posts showed that grotesque, kitsch, and gender-related images stand out. The digital personae demonstrated by E-girl and E-boy fashion images were demonstrated to be a strange persona that reject perfect beauty and a playful persona escaping from reality and anxiety. Lastly persona of individual identity was shown to be formed. This study provides a basis for understanding and interpreting Gen Z’s culture and aesthetics that will lead to future trends. Based on this study, I hope that various studies on E-girl and E-boy apparel will be conducted, and that by understanding the importance of E-girl and E-boy culture for Gen Z (which is paying attention to fashion trends), this can be used as a marketing strategy to consider their characteristics, with data used to inform design development.

Digital media play an undeniably influential role in contemporary communication, facilitating new kinds of multimodal forms of representation. However, ELT pedagogy does not always take these multimodal aspects of communication into account in a systematic way. One pedagogical approach that has been developed for this purpose is ‘multimodal composing’ or ‘digital multimodal composing’. This approach caters to the needs of English language learners in the digital age by engaging with multimodal forms of communication in digital media which are ‘embedded’ alongside the reading and writing tasks that make up the core of traditional approaches to ELT. In this article, I provide an overview of scholarly work that has been done in developing this approach. Drawing on a case study of English language learners in Hong Kong, I demonstrate what the approach looks like in practice and suggest how it might be implemented in other contexts, balancing multimodal forms of communication with the traditional demands of the English language curriculum.

우리나라는 그동안 많은 예산을 투입하여 18종류의 부동산거래 관련 각종 증명서를 1종으 로 통합 하였다. 그러나 이런 증명서는 거래시 참고자료로 활용할 뿐, 실제 거리시에는 실 거래가 조작되고 이로 인해 세금탈세가 이루어지고 있으며, 거래와 관련 많은 당사자자들의 존재로 인해 거래의 토탈서비스가 이루어지지 못해, 부동산거래사고 및 기타 부작용들이 많이 발생하는 후진국 형태의 부동산거래가 이루어지고 있다. 게다가 거래금액이 비공개로 진행되어 음성적인 거래가 성행하고 있어 실거래가로 세금을 부과하는 것도 불가능 하다. 따라서 기존 부동산중개제도의 문제점 및 개선방안을 위해서는 현재 영역별로 세분 화되어 단순 알선 중개제도의 개선과 실거래가를 한눈에 볼 수 있는 시스템개발, 그리고 거래관련 자금을 정부가 한눈에 볼 수 있는 부동산토탈서비스 체계로 전환할 필요가 있다. 또한 거래된 부동산에 대한 사고 발생시 100% 보장할 수 있는 선진국형 부동산서비스제 도인 에스크로제도를 국내 실정에 맞게 도입하는 것이 시급한 상태이다. 부동산에스크로 시스템 개발시 기대효과로는 1) 국내부동산 거래제도의 투명화, 2) 부동산실거래가 정착으 로 인한 세수확대, 3) 부동산 거래자금의 안정적관리, 4) 부동산거래의 종합화, 5) 소비자보 호 및 손해배상제도개선, 6) 온라인서비스를 통한 각종 기회비용 및 거래비용 절감 8) 해외 부동산개방시 모기지(MBS) 신용등급상승 등 부동산거래의 안정화를 기할 수 있다.

This paper centers on how to deal with Sino-Xenic resources, or Sino-Korean texts of traditional Korean philosophy and religions from a perspective of Digital Humanities. Although philosophy including religious thought is at the center of pre-modern Korean Studies, the core contents have not been explored or re-organized from a perspective of Digital Humanities. However, the philosophical circle in Korea has not yet had a serious discussion about the DH circumstance where Sino-Korean philosophical resources are left behind. This paper discusses the feasibility of adapting traditional Sino-Korean philosophical resources to Digital Humanities and the conditions for the adaptation. And for a concrete and practical discussion, this paper will show an experimental DH analysis and visualization of some Sino-Korean philosophical texts and diagrams. And at the end, I will emphasize that the core of DH is humanistic activities rather than tech-oriented activities.

Humanities is originally a comprehensive discipline, and all disciplines must be formed under the foundation of humanities. To do so, humanities researchers should break their own castles, return to their original positions based on the humanistic reflection, and try various academic methods. Humanities should no longer be the recipient of the data and the user's role alone. But rather they are expected to play the role of the data curator, the leading role in data production and construction and use of a common platform, and the attempt to use the platform in various ways by the constant re-datafication make all relevant researchers enable collaboration. In addition, it is necessary to have the ability to solve problems through multi-fields, trans-fields, or cross-fields, which can be achieved not only by building basic knowledge in all fields of studies, but also by sharing interest, active participations, and diverse collaborations. We need to have critical and rational perspectives, and inclusive attitudes based on acceptance of differences, and all of these can be supported by our endeavors to solve structural problems.

본 논문은 Google(‘구글’)이 전자지도 국외 반출을 요청함에 따라 군사･안보적 위협요소를 제거 또는 감소시킬 수 있도록 입법론적 측면에서 대안을 제시하는데 있다. 그래서 구글의 전자지도 국외 반출이 군사･안보적 측면에서 실제 추가위협요소로 작용하는지 군 핵심시설 가운데 하나인 수도방위사령부를 대상으로 사례분석을 하였다. 그 결과 구글위성영상과 반출된 전자지도를 중첩할 경우 침투로, 보급선, 이동 경로 등 다양한 군사적 목적으로 활용할 수 있음을 확인하였다. 따라서 본 논문에서는 입법론적 대안으로 역외적용을 도입하여 전자지도의 국외 반출을 요청하는 주체가 군사･안보적 위협요소를 제거 또는 감소시킬 수 있도록 국내뿐만 아니라 해외의 개인과 기관도 보안처리관련 법령을 준수하도록 개정할 것을 제안한다. 이를 통해 심사기관이 확인할 수 있도록 하는 것이다. 뿐만 아니라 불이행시 해당 법률의 벌칙규정인 ｢공간정보의 구축 및 관리 등에 관한 법률(‘공간정보관리법’)｣ 제109조, ｢군사기지 및 군사시설 보호법(‘군사시설보호법’)｣ 제24조, ｢공간정보산업 진흥법｣ 제7조에 따라 해외의 개인･법인 그리고 그 소속 국내지사 등도 국내법의 제제적용을 받도록 한다. 앞에서 제시한 개선안과 별개로 얼마 전 정부가 참여하는 ｢전자상거래통 상규범｣ 협상이 시작(’19.10)되었다. 향후 ‘디지털 무역’으로 패러다임의 전환이 예상된다. 따라서 군사･안보적 추가위험요소를 제거함과 동시에 균형된 시각으로 경제 교류를 확대할 수 있는 후속 연구도 이어지기를 기대한다.

Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). “Digital Transformation” means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry’s digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry’s case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future.

The purpose of this study is to analyze the factors influencing consumers’ selection of web-toon service through AHP (Analytic Hierarchy Process) analysis and to provide the strategy of web-toon service. To accomplish this study, theories, existing research and references related to AHP were sufficiently examined and selected the factors in the selection criteria. Surveys from consumers who used the web-toon service were conducted with selected factors. Through this, the results were analyzed by AHP analysis to find out the weighting values and the differences were examined and analyzed. The highest weighting factor in the first layer that consists of web-toon service was cinematic quality. The cinematic quality was the most important factor in the selection criteria of customers who use the web-toon service regardless of their preferred genre. Furthermore, it was confirmed that the weighting value or ranking changed in the second layer by genre. In this study, the effective basis of strategy were suggested by ranking the quantitative selection factors according to the preferred genre of consumers using web-toon services. In addition, This research provides some practical implications. That is, the web-toon service provider can easily recognize and respond to the customer’s requirements, which factors are important when the customer selects a specific genre from the web-toon genre.

파괴적 혁신과 디지털화로 더욱 빠르게 변화하는 동태적인 혁신적 시장과 기술에 있어, 기존의 정태적인 법은 혁신을 저해하고 지연시키기까지 한다는 지적이 있어 왔다. 대량생산이라는 근대 이후의 상품 제조 방식에서 개인 맞춤형 상품 제조 방식으로 변화되고, 온라인상에서 거래되는 디지털 상품이 증가되고 있는 현시점에서, 이러한 디지털 환경에 부합될 수 있도록 상표법상 상품에 대한 개념, 상표의 사용, 출처의 오인 혼동 판단 등에 대한 검토가 요구된다. 디지털 상품은 비디오 이미지 등 기존에는 저작물로서 취급되던 특정을 가지고 있으면서도, 최근에는 그 자체로서 상품의 특성을 가지고 활발히 거래되면서 디지털 환경에서의 디지털 상품을 둘러싼 침해 문제에 있어서 저작권으로만의 책임이 아닌 상표법상의 책임을 묻는 사례가 나타나게 되었으며, 이에 디지털 상품의 상표법상 취급의 문제가 대두되게 되었다. 디지털 상품이 거래되는 인터넷 상에서의 상표 사용과 관련하여, 실무상으로는 불사용취소제도에 있어 사용으로 인정되는 증거자료에 대한 기준이 필요하다. 인터넷 공간에서의 상표 사용 입증자료와 관련하여, 인터넷 상에 상표를 표시하고 자료를 올리는 것은 오프라인 상에서의 증거자료를 준비하는 것보다 훨씬 손쉽게 이루어질 수 있고, 그 조작이 용이하다는 점 등에서 디지털 상품과 인터넷 공간에서의 특성에 부합되는 심판원 및 법원의 판단 기준이 요구된다. 한편, 출처 오인 혼동에 대한 기존의 법리는, 시각적으로 상품에 표시된 양 상표를 전제로 판단하는 기준에 관한 것으로, 디지털 상품이 사용되는 인터넷 공간에서 시각적으로 표시되지 아니한 상표 사용의 경우 출처 오인 혼동 판단에 대한 판단 기준으로서는 한계가 있다.