Digital and social media has become an indispensable channel of promotion and marketing to the enterprises. For example, compared to other means of promotional channels, such as television advertising, newspapers, social network services (SNS) are more competitive, more convenient, and lower-cost. Because individuals compose or share those posts anytime, anywhere, information spreads fast and wide on social media. SNS posts can affect people's perception, thus affecting their purchase intention and behavior. A large number of researchers investigated academic issues involved SNS, such as the influence of eWOM in social media on consumers' purchase intentions (Erkan & Evans, 2016). According to Lin and Lu’s research (2011), which suggests that gender difference also exists in social media. In addition, a study identified attributes of social media messaging activities and examined the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through a structural equation model (Kim & Ko, 2012). In this study, we focus on the motivational antecedents of digital buzz on digital and social media. Among many performance metrics of digital marketing, the most important one that really matters to advertisers is click-through. Click-through is believed to reflect viewers’ interest in the product contents that are being shown on screen, and based on that assumption, it opens a new navigation tab, such as the advertiser’s web site that can provide information about products and services of an advertising company. However, there is a caveat here. Since advertisements in digital and social media are often placed on top of the contents that the viewers have already been reading, viewers can accidentally click on the internet advertisements in which they have no interests. Viewers are only annoyed by intrusive re-routing during their digital activities. Hence, it is important that the digital media marketer to be able to distinguish between the click-throughs, knowing the difference between the clicks that are genuinely reflective of a viewer’s interest, or the rest of clicks that are not. For this purpose, we propose consumer curiosity and anticipation as drivers of click-through that are meaningful to digital markers. Consumer curiosity is an important variable that results in click-through behavior, digital propagation or buzz, and further stimulates consumers' consumption activities. In recent years, there are many studies to verify this theory. Online atmospherics have an impact on customer emotions, and perceptual curiosity has a moderating effect existed in the two variables (Koo & Ju, 2010). However, the research about curiosity’s mediation effect on purchase intention aroused by SNS contents is still limited. In addition, the neural research in this field is still limited. The research seeks to understand how the SNS contents affect customer’s curiosity toward the product which the content mentioned. Furthermore, to find the relationship between curiosity and the purchase intention by using neuromarketing methodology. Our goal is to discover the neural signatures of consumers’ motivational state that leads to click-through, exploration of contents, and finally digital buzz behavior. EEG and fMRI are commonly research approaches used in the neuroscience field. EEG detect electric activities in the brain waves and fMRI measures hemodynamic events to discover individuals’ cognitive and motivational states. After content-analyzing top 10 most shared posts in the fashion brands Facebook official account which included luxury brands such as GUCCI, Luis Vuitton, and Hermès), we extract the attractive posts’ content attributes to be the level of accuracy, graphic quality, and information value. Then, we create two different simulations of social media activities that instigates viewer curiosity at differing levels. By designing an online experiment that examines how different arrays of information can create different levels viewer curiosity in user posts, and by measuring viewers’ intention to propagate the posts, we are able to discover neural signatures of digital buzz. Potential implications to digital marketing of this research in establishing meaningful performance metrics for digital marketing are discussed.

본 연구는 원예활동이 돌봄 교실 아동의 호기심 유발과 주의 집중력에 미치는 효과를 알아보고자 하였 다. 주의 집중력 검사 결과, 대조군은 이해도, 선택적 주의 집중, 자기통제, 지속적 주의 집중 모두 유의 한 변화를 보이지 않았으나, 실험군은 대조군과 달리 자기통제가 통계적으로 유의하게 향상되었다. 식물 흥미도 검사 결과, 대조군의 경우 대부분의 항목에서 변화가 없었지만, 실험군의 경우 10개 항목 중‘나 는 우리 집 마당이나 베란다에 식물을 직접 길러보고 싶다.’를 제외한 9개의 항목 즉,‘나는 꽃이나 식물 을 심고 가꾸는 활동을 좋아한다.’,‘나는 꽃이나 식물을 관찰하는 활동이 재미있다.’,‘내가 직접 채소를 길러 먹어보고 싶다.’,‘나는 꽃이나 식물 이름이 궁금하면 식물도감을 찾거나 어른들께 여쭈어 본다.’, ‘나는 할머니나 어머니를 따라 텃밭에서 일하는 것이 재미있을 것 같다.’,‘나는 꽃과 식물을 보면 마음 이 즐거워지고 편안해진다.’,‘집에 키우는 식물에 내가 직접 물을 준 적이 있다.’,‘나는 길을 가다 예쁜 꽃이나 새로운 식물을 보면 걸음을 멈추고 관찰한다.’,‘나는 식물이 우리에게 주는 이로운 점을 잘 알고 있다.’에서 유의차가 있는 것으로 나타나 실험군의 식물흥미도가 향상된 것으로 나타났다. 문장완성 검사 는 대조군은 모두 유의차가 나타나지 않았다. 그러나 실험군의 경우 개인, 가족, 긍정적 표현이 통계적으 로 유의차가 있는 것으로 나타났다.

Quick Response (QR) code has often been employed in promotional coupon campaigns worldwide. This research addresses whether and how curiosity, visual complexity and perceived fit jointly affect consumers’ intention to scan such a code. Based on relevant theories from marketing and psychology, we posit that, while consumers with the high level of curiosity are likely to be more bound to visual complexity, consumers with the low level of curiosity tend to rely more on a good perceived fit, thus overcome the negative effects of visual complexity, forming greater scan intention. To this end, we conduct an experimental study with general consumer sample. The findings support our main prediction. In closing, we discuss theoretical and managerial implications while recognizing important limitations and suggesting future research directions.

원예치료의 긍정적인 이미지 구축과 방향설정, 효율적인 홍보와 교육 등을 위한 기초자료 수립차원에서대학생 360명을 대상으로 원예와 치료, 원예치료의 인지도, 원예치료에 대한 이미지 및 원예치료에 대한궁금증을 조사하였다. 대학생들이 원예에서 연상하는 단어를 조사한 결과 꽃, 나무, 꽃꽂이, 향기, 과수원 등이 높게 나타났으며, 세분화된 이미지 조사에서는 꽃, 꽃집, 식물원, 꽃꽂이, 정서순화 등 생산보다는 이용분야에 대한 이미지를 강하게 갖고있었다. 치료에서는 병원, 의샤병, 약물복용, 간호사 등 병과병원에 관련된 이미지를 갖는 단어가 높게 나타났다. 원예치료에 대해서는 34.2%가 알고 있다고 응답했으며, 알게된 경로는 TV(47.2%), 인터넷(17.1%), 학교(16.3%)순으로 나타났다. 원예치료의 이미지와 개념에 대해서는 원예치료에 대해 알고있다는 대학생과 모른다는 대학생들간에 다소 차이를 나타냈다. 원예치료에 대해 알고 있다고 응답한 대학생들은 원예치료와 직접적인 관련이 있는 단어를 연상하는 비율이 높았다. 그러나 원예치료에 대해 모른다고 응답한 학생들은 원예치료와 직접적인 관련이 있는 응답외에 식물의 병충해 방제와 관련된 단어를 연상하는 학생들도 다소 있었다. 원예치료에 대한 궁금증에대해서는 원예치료에 대해 잘 안다고 응답한 학생들이나 모른다고 응답한 학생 모두 원예치료의 현황, 효과와 대상자, 시행기관, 전망에 대해 원예치료사에 대해서는 연봉과 사회적 위치, 자격증의 발급기관과 취득방법 등에 대해 궁금하다는 응답자 수가 많았다.