본 연구는 최근 예당저수지의 방문객 증가로 인해 현재 많은 개별사업이 이루어짐에도 불구하고 예당저수지의 체계적인 경관관리 방향 부재의 문제점을 해결하고자 진행되었다. 예당저수지의 경관관리 방향 제시를 위해 예당저수지 방문객이 남긴 블로그 리뷰를 텍스트 마이닝 방법으로 분석하였다. 이후 분석된 경관인식을 바탕으로 예당저수지의 경관관리 방향을 제시하였다. 예당저수지의 경관관리 방향은 형태소 측면, 경관유형 측면, 시각자원관리 측면, 경관과 이용행태 측면을 고려하여 자연성, 경관대상, 시각이미지, 조망점, 이용행태 총 5가지 측면에 대한 경관관리 방향을 제시하였다. 추가적으로 예당저수지의 체계적인 경관관리를 위해 경관관리 우선대상을 선정했다. 텍스트 마이닝 결과 키워드 출현빈도가 높은 곳일수록 방문객의 관심이 높기 때문에 경관관리가 우선적으로 이루어져야 하는 공간으로 보았다. 경관관리 우선대상 선정은 추후 예당저수지를 경관관리 하는데 있어 기초자료로 활용될 수 있을 것이다. 연구를 통해 블로그 데이터를 텍스트 마이닝하여 방문객들이 남긴 리뷰로 예당저수지의 경관인식과 경관관리 방향을 도출할 수 있었다. 연구과정에서 최근은 물론 오래전에 예당저수지를 다녀간 방문객의 경관인식 또한 조사할 수 있었다. 텍스트 마이닝은 텍스트 데이터를 분석하는 방법이기 때문에 데이터만 존재한다면 시간과 공간에 관계없이 과거의 데이터를 분석이 가능한 장점이 있다. 다만 도출된 키워드를 활용해 경관인식을 분석하는 과정에서 연구자의 주관적 분석이 이루어지기 때문에 결과의 객관성이 떨어질 수 있다는 한계점이 있었다. 따라서 통계적으로 유의성을 검증하거나 분석결과에 대해 뒷받침을 할 수 있는 추가적인 분석 과정이 필요하다. 또 본 연구에서는 조사기간에 대해 시계열 분석을 시행하지 않았으므로 향후 연구에서 시계열 분석을 통한 예당저수지의 경관인식 변화를 분석해 볼 필요성이 있다.

As blogs continue to grow in importance, they have quickly become one of the largest and most established forms of non-traditional media (Onishi and Manchanda, 2012; Stephen and Galak, 2012). Due to this popularity, brands are striving to connect to consumers through the blogosphere. One of the most popular approaches is incentivization, whereby the brand incentivizes the blogger to write a review of a given product (Uribe, Buzeta and Velásquez, 2016; Hwang and Jeong, 2016). However, incentivization may pose significant risks for bloggers, who are perceived to be independent from corporate interests and a credible source of information. We employed three experimental studies to show that intrinsic, as compared to extrinsic, incentivization acceptance motives mitigate the negative effect of positive incentivized reviews on perceived independence, credibility and ultimately, blog loyalty. In our final experiment, we find that that followers who are attached to a blog are more likely to continue to browse, revisit and recommend the blog, regardless of incentivization acceptance motives.

Purpose - The aim of this study is to analyze fashion bloggers, in order to discover their characteristics and their influence. Thanks to the Internet, they are able to have a global presence, to reach a massive market and they have become a new communication channel for brands. Fashion bloggers are a new phenomenon with a higher perspective to represent the new influentials. Design/methodology/approach – First an online questionnaire was designed focused on the three key attributes of an influential, a sample of 253 bloggers was obtained. Secondly, we studied 40 most important Spanish blogs, quantitative study was conducted by looking at one of the most important parameters for the influence that is interaction in the blog and social networks. Findings – Findings show de profile of influential fashion blogger: personal characteristics, knowledge criteria and social factors. It also shows that they are very little blogs that really can have a great influence or at least a daily influence. Research limitation/implication - Future studies may deepen the impact of fashion bloggers at the time of purchase quantifying a company's sales through communication campaigns supported in fashion blogs Practical implications – The study help fashion companies to indentify influential fashion blogger in order to do successful strategies and communication campaigns in fashion companies. Originality/value – The study not only confirms previous findings regarding bloggers and the importance for prescription, but it also expands the description of this key actors and how to find them.

The purpose of this study was to investigate the effects of power blog self- presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach’s alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.

Due to the highly competitive nature of the apparel industry, fashion brands attempt to constantly engage consumers through various marketing strategies. Social media was found to drive female consumer purchases for apparel items. In shopping for fashion, consumers have used their personal connections on social media as an information source about different brands and products and to seek approval of their peers before making a purchase decision (Park & Cho, 2012). Cha (2009) found that female consumers look to their social media network connections for emotional connections, opinions, and approval on clothing, perfume, and accessories they are considering purchasing online. Ruane and Wilson (2013) found that female consumers use social media sites for information on where to shop and what merchandise to purchase. In studying the effect of blogs on corporate outcome, the role Millennials play is found to be significant. They are heavily reliant on word of mouth when up to 93% of Millennials has purchased a product after hearing about it from a family member or friend (Hoffmann, 2014). They not only usually read reviews prior to purchase, but also pass their recommendations via social media post-purchase (Hoffman, 2014). This age group constitutes 27% of the US population and in spite of their lower incomes, they spend more money on e-commerce than any other age group ($2,000 annually) (Smith, 2015). Therefore, this study aims to suggest strategies to fashion brands on effective blog campaign, which may eventually provide insights on how marketers can encourage engagement with female Millennial apparel consumers. The study’s objectives are 1) to examine the effect of brand awareness building customer’s brand credibility, brand similarity and blog engagement 2) to investigate the impact of brand responses on customer’s brand credibility, brand similarity and blog engagement, and 3) interaction effect between brand awareness and brand responses on customer engagement through cognitive evaluation in fashion blog context. A 3 (brand response: automated response, personalized response, no response) x2 (Brand awareness: well know, unknown) experimental design was developed through a pre-test of 139 participants. For main-test, experiment conditions and the following survey were completed by the convenience sample of 537 students in a large Southern university. Research findings revealed the significant impact of brand awareness on customer perceived brand credibility and brand similarity which were significant predictors of engagement intention. In contrast, the study indicated the insignificant relationship between brand responses and blog engagement intention. Study’s result not only suggested implications for marketers but also expanded further studies contributing on the body of knowledge.

While it was found that consumers’ experience on purchase intention is significantly affected by greater involvement in blogging (Hsu & Tsou, 2011), not many fashion companies use blogs to improve online consumption and relationship with their employee or customer (Fieseler & Fleck, 2013). Further, despite the growing significance of blog communication, there is a lack of understanding for the impact of accumulation of social capital in the blogosphere on the consumers’ attitude and engagement in previous research. This study is designed to address this gap, and particularly the role of three dimensions of social capital (i.e., structural, relational, and cognitive) in understanding blog user’s attitude and engagement. The purpose of this study is to investigate 1) the effect of blog user’s motivation (i.e., perceived usefulness, perceived ease of use, reputation, altruism, enjoyment, community identification) on their level of social capital within the blog 2) the influence of structural social capital and cognitive social on user’s relational social capital and 3) the impact of relational social capital on blog user’s attitude and engagement. Data was collected through a marketing research firm utilizing online survey method. With 530 usable data, the results of this study indicated enjoyment have positive significant effect on structural social capital while community identification have negative significant effect on structural social capital. For the effect of blogging motivation on cognitive social capital, the result showed positive significant effect of perceived usefulness, altruism and community identification on cognitive social capital Further, structural social capital does not have relationship with relational social capital while cognitive social capital has significant effect on relational social capital. The results also indicated that the relational social capital has influence on blogging attitude, which in turn has strong positive relationship with blogging engagement. The findings of this study contribute some useful knowledge about fashion blog and the relationships of the three social capital dimensions to the literature. Also, this study not only provides theoretical insight into understanding the influence of fashion blog user’s motivation on blogging behavior and satisfaction of needs of belong, it also exposes the influence of relationships building in blog community on user’s blogging attitude and engagement. Previous studies focused more on social influence on knowledge sharing motivation, and most of the researchers paid attention to the interaction of cognitive social capital and relational capital. This study employs the knowledge sharing motivation findings of previous studies, and it uses the effective motivation factors to test if they have the same impacts on people’s blogging behavior.

인터넷과 정보통신기술의 발달로 인하여 새로운 저작물의 이용 유형이 나타나고 있고, 이러한 저작물의 이용이 저작권의 침해에 해당하는지, 저작권의 공정한 이용에 해당하는지에 관한 판단은 더욱 중요해지고 있다. 한 예로 인기가요를 따라 부르는 장면을 촬영하여 제작한 UCC 동영상을 자신의 개인 블로그에 포스팅하였다면 이는 복제권 및 전송권 등 저작권을 침해하는 행위인가? 아니면 문화 및 관련 산업의 향상 발전을 위한 저작물의 공정 이용 행위인가? 우선 저작권법 제28조의 공정 인용에 해당하는지와 관련하여, 서울고등법원은‘인용’의 개념을 넓게 해석함으로써 위와 같은 경우 저작권법 제28조의 공정 인용에 해당하여 저작권 침해가 아니라고 판시한 바 있으나, 이는 결론의 타당성은 논외로하고 행위 태양을‘인용’으로 한정하고 있는 법 조항에 대한 문언적 해석의 범위를 벗어난 것이다. 일반인이 인기가요를 무반주로 부르는 장면을 촬영하여 제작한 UCC 동영상을 블로그에 포스팅한 것은 ‘이용’행위에 해당함은 별론으로 하고,‘ 인용’에 해당한다고 볼 수는 없기 때문이다. 또한 현행 저작권법은 저작재산권의 제한 사유를 열거적으로 규정하고 있으므로, 저작권법 제28조의 규정을 미국법상 공정이용에 관한 일반조항으로 보아 명문의 규정이 없음에도 불구하고 공정이용의 법리를 적용하여 저작권 침해에 해당하지 않는다고 볼 수도 없다. 사회가 변화함에 따라 새로운 형태의 저작물이 등장하고, 그 이용방법도 다양화되고 있다는 점에서 저작재산권 제한 사유를 열거적으로 규정하여서는 그 변화의 속도를 따라갈 수 없으므로, 입법론적으로 미국 저작권법 상 공정이용 이론과 같은 일반조항의 도입을 검토할 필요가 있다.

  The purpose of this study is to identify the factors affecting intention to use blog. For this end, the individual characteristics (Subject Norm, Perceived Enjoyment, and Self-Efficacy) and the variables used in TAM (Perceived Ease of Use, and Perceived

The purpose of this study is to identify the factors affecting intention to use blog. Especially, The factors such as subject norm, perceived enjoyment, self-efficacy are individual characteristics to identify in this study. Also, Technology Acceptance Model(TAM) that has been widely used to predict the end-user's acceptance of a new technology is adopted for the study. A model with individual characteristics (subject norm, perceived enjoyment, and self-efficacy) and Technology Acceptance Model variables (perceived ease of use, and perceived usefulness) were used to explain intention to use blog. The suggested model has been empirically tested with questionaries. The result shows that individual characteristics such as perceived enjoyment and self-efficacy and factors of technology acceptance model have significant impact on users' intention using blog.

The object of this study is about ‘how a place make meaning to people’. This study starts with understanding internal mechanism of generative meaning through following a blog as a case study. With Greimassian perspective, meaning is not fixed but is being made through trajectory; deep structure, surface structure and discoursive structure. And this kind of hermeneutic approach can provide better understanding with in-depth insight. As a result of the study, 4 main key findings are summarized as follows. At first, there is smallest meaning (seme) in a form of semiotic square in deep structure. Secondly, there is a story that visitor wants to acquire the value of place. Thirdly, this narrative is found in behavior and words of visitor. Finally, meaning is in dynamic process and people participate in it where meaning is generated.