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        검색결과 221

        1.
        2023.10 KCI 등재 구독 인증기관 무료, 개인회원 유료
        본 연구의 목적은 신중년에게 맞춤화된 사회적 참여를 위한 미디어 리터러시 교육 프로그램을 개발하고 그 효과를 입증하는 것이다. 본 연구에서는 교육의 효과 및 현장 적용 가능성 평가 도구로 용이한 ADDIE 모형을 기반으로 선행연 구 분석을 통해 교육 프로그램을 개발하였다. 이후 전문가 평가를 거치며 내적 타당성을 확보하였으며, 120명의 은퇴(예정)자를 대상으로 총 8차시에 걸친 교 육에 적용하였다. 외적 타당화 과정에서는 신중년 학습자들의 미디어 리터러시 역량에 대한 사전-사후 검사를 진행하였고, 대응표본 t검정을 통해 미디어 리터 러시 역량이 통계적으로 유의미하게 향상되었음을 확인하였다. 또한, 공변량분 석을 통해 학습자의 나이와 학력이 미디어 리터러시 역량 변화에 어떠한 영향을 미치는지를 파악하였다. 마지막으로, 내용 분석을 통해 신중년 학습자들의 서술 형 응답을 면밀히 검토한 결과, 사회적 참여 의지가 긍정적인 방향으로 변화되 었음을 확인하였다. 본 연구는 신중년의 미디어 리터러시 역량 강화, 사회적 참여를 위한 SNS 활 용 방안, 지역 사회 홍보 방안을 총체적으로 반영하여 교육 프로그램을 개발하 였다는 점, 개발된 교육 프로그램을 실제 교육 현장에 적용하였을 때 미디어 리 터러시 함양과 사회적 참여 의지에 유의미한 차이를 확인하였다는 점에 의의를 지닌다.
        6,100원
        2.
        2023.09 KCI 등재 구독 인증기관 무료, 개인회원 유료
        본 연구는 소셜미디어 이미지를 이용하여 대구광역시 내 반려견 산책 선호장소와 특징을 분석하 였다. 2020년부터 2022년까지 약 2년간의 시간적 범위를 기반으로 ‘#반려견산책’ ‘#강아지산책’, ‘#개산책’ 세 가지의 인스타그램 해시태그를 활용해 분석을 시행하였다. 그 결과 첫째, 추출된 622 건의 위치 데이터를 바탕으로 대구광역시 내 반려견 인기 산책 장소는 총 13개인 것으로 나타났으 며, 상위 세 개 장소의 경우 국채보상공원, 두류공원, 수성못인 것으로 나타났다. 둘째, 반려견 동반 산책 선호장소의 공간적 특징 및 경향성 파악을 위한 719개의 사진분석결과 ‘수변산책로’, ‘거주지 주변’, ‘공원’, ‘도시/도시인프라’, ‘반려견운동장/카페’ 총 다섯 가지 분류체계 항목으로 조사되었 다. 사진들의 다양한 요소 및 특성(Attributes) 분석틀에 의한 유형분류 결과 반려견만을 집중하여 확대, 촬영한 사진들을 제외하고 ‘경관’, ‘자연요소’, ‘활동/레저’, ‘사람’, ‘도시/장소’의 다섯 유형 으로 분류되었다. 본 연구를 통해 반려견 산책 선호장소와 유형들을 파악하여 반려견 산책환경 개 선방안을 도출하였다.
        4,000원
        3.
        2023.08 KCI 등재 구독 인증기관 무료, 개인회원 유료
        The objective of this study was to explore how different types of rewards affect customers’ inclinations to engage in environmental activities promoted through restaurant social media platforms. In addition, we investigated the potential moderating role of customer level of participation within the social media community. A total of 202 valid responses obtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regression analysis to examine relationships between variables. The findings underscored the significant influence of economic and social rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social media communities. Furthermore, the study revealed that the extent of customer participation within the social media community moderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. These results have meaningful implications for restaurant managers seeking to promote environmental initiatives effectively through social media platforms and within their establishments.
        4,000원
        4.
        2023.07 구독 인증기관·개인회원 무료
        This study quantifies drivers and consequences of positive and negative electronic word-of-mouth (eWOM) engagement on social networking sites building upon social identity theory. Fitting a structural model using software smartPLS 4.0, the analysis compares two distinct groups of respondents. Though these groups seem to belong to the same in-group. Nevertheless, group members differ with respect to the drivers and consequences of their positive and negative eWOM engagement. As engagement is often used in the context of service-dominant logic, we reveal which non-monetary value co-creating and value-reducing consequences result from positive and negative eWOM engagement. This study highlights the impact of eWOM engagement on self-brand connection and self-brand incongruity and identifies commitment as a major driver. For international respondents negative eWOM does not automatically increase self-brand incongruity but low negative eWOM has a positive effect on the self-brand connection.
        5.
        2023.07 구독 인증기관·개인회원 무료
        Studies regarding the relationship between purchases and happiness have consistently found an experiential advantage: people are happier when purchasing experiential products (e.g., vacations and concerts) than material products (e.g., clothes and electronics) (Caprariello & Reis, 2013; Carter & Gilovich, 2010, 2012; Pchelin & Howell, 2014; van Boven and Gilovich, 2003). This phenomenon (i.e., experiential advantage) may make marketing efforts of service firms or any companies selling experiences relatively more effective and productive in that consumers will derive a great amount of purchase happiness. On the other hand, the same phenomenon may indicate innate challenges and hurdles for firms selling products carrying materialistic features. Considering the material-experiential spectrum, approximately 50% of the industries are seeming faced with this issue. In this research, we propose a solution with which mainly material-focused products can loom more experiential, thereby benefiting from the experiential advantage. In other words, we investigate how material goods can be perceived as experiential and they can offer greater purchase satisfaction compared to when they remain as merely materialistic. Specifically, noting that reasons for experiential advantages are originated from social aspects of experiential goods (e.g., self-presentation to other people, conversational values, reputation-building, etc.), the current study shows that posting on social media can imbue social aspects, which is a key drive of the experiential advantage.
        6.
        2023.07 구독 인증기관·개인회원 무료
        The rise of social media has led to SMEs adopting some of these platforms into their day to day activities i.e. Facebook, Instagram, twitter, YouTube. Studies on social media adoption and SMEs firm performance are relatively new and fragmented in their focus, however there is an increasing interest from academia and practitioners for further research and investigation within this area. This study’s aim is to understand the factors that influence social media adoption in SMEs; taking into consideration how they apply entrepreneurial orientation, and absorptive capacity plays a role.
        7.
        2023.07 구독 인증기관 무료, 개인회원 유료
        Social media has become popular in both business and research as many studies have explored the impact of this medium on the purchase behavior of consumers but surprisingly not in the domain of counterfeiting. Social media has become a significant part of today's lifestyle and it has created new channels for brand manufacturers and consumers to communicate. The present study tries to assess the impact of social media determinants on counterfeit purchase intention. The study explored three factors of social media namely social media platform, user-generated content, and social media word of mouth. Further, the study checks for the mediation effect of consumer attitude between social media determinants and purchase intention. The data for the present study were collected from three metropolitan cities of India namely Delhi, Kolkata, and Mumbai. The PLS-SEM was used on 406 respondents for further analysis and validation. The results revealed that there is a significant relationship between social media platforms, user-generated content, and purchase intention. However, an insignificant relationship was found between social media word of mouth and purchase intention. Further, the study suggested that attitude mediates the relationship between social media determinants and the purchase intention of consumers towards the purchase of counterfeit products in India.
        4,000원
        8.
        2023.07 구독 인증기관·개인회원 무료
        In order to communicate brand concepts and values to the young generations, many brands are highly active on social media platforms such as Twitter, Facebook, and Instagram. Brand-Generated Content has already become the most common marketing strategy for fashion brands and plays a significant role in influencing consumers’ purchase intention. With increased competition on social media platforms, companies need to understand which posting features can bring in more consumer engagements such as number of likes and comments on social media platforms. In this paper, we develop (1) a model to predict the number of likes and (2) a methodology to detect anomaly of posts that have unusually high percentage of negative user comments based on Instagram design variables, including semantic text meanings, facial expressions, color scheme and background of photos, and post timing, among others. We collected a data set of brand-generated Instagram posts from ten fashion brands. The data covers the image, text, and user comments posted between 2019 and 2020. Image features were extracted using Convolutional Neural Network, and text topics were generated through Latent Dirichlet Allocation. Our results will help managers design Instagram posts to increase consumer engagement and to reduce negative consumer reactions.
        9.
        2023.07 구독 인증기관·개인회원 무료
        Firms are increasingly using social media influencers to promote their products. We develop a two-period model to investigate a firm’s strategy for introducing a product via an influencer, where there is uncertainty in the influencer-product match. In the second period, the influencer exerts an effort to promote the product to her followers, who can spread the product information to non-followers via word-of-mouth (WOM). In the second period, the firm sells to the non-followers. We show that the firm’s pricing, production, and commission contract decisions depend on the influencer’s incentive-independent excess payoff from the promotion and on the difference between the WOM effect of followers who do or do not make a purchase rather than the WOM effect of each group. As the influencer’s incentive-independent payoff increase, the firm will increase (decrease) commissison rate and commission rate when the followers’ sensitivity to product price is relatively low (high) compared with that to the influencer’s effort. As the marginal WOM benefit of the first-period sales increases, the firm tends to reduce his unit net profit from sales. The influencer with a medium-sized follower base receives the highest commission rate and exerts the largest promotion effort. While the followers of influencers with a medium-sized follower base may pay the highest price. We also show that (i) there exists a threshold for the probability of match, above which the firm faces zero demand in the first period if an influencer-product mismatch occurs; and (ii) the firm may charge followers a lower price than non-followers, even though followers are less sensitive to price than non-followers. Finally, regarding influencer selection, we find that the firm may not be better off employing an influencer with a larger follower base.
        10.
        2023.07 구독 인증기관·개인회원 무료
        Consumers have a strong desire to share their accomplishments on social media. They post about getting a promotion, completing an online course, finishing a marathon, or donating to charity. Companies also nudge consumers to make such posts. Understanding better people's beliefs about sharing achievement-related information with others is important.
        11.
        2023.07 구독 인증기관 무료, 개인회원 유료
        A new high-tech product - lab grown meat (LGM), has been gaining media attention while initiating public discourse on social media (SM) platforms. This netnographic study is based on a dataset of selected SM public posts, comments and discussions collected during 30 days in early 2023. The findings indicate that LGM is highly contradictory, while not being fully understood how it is produced or when it will become commercially available. The findings indicate that this novel food requires carefully designed marketing strategies: when naming a new product category; must allow transparency and sensibly explain all product’s attributes; and invest time and efforts to educate consumers, leading to higher adoption rates when launched on mass consumer markets, as an alternative to conventionally grown foods.
        4,000원
        12.
        2023.07 구독 인증기관 무료, 개인회원 유료
        Fear of missing out (FoMO) is an emotional, psychological, intellectual, and physical feeling of deprivation or exclusion from an event. This paper aims at finding key factors and sub-factors responsible for FoMO among social media users. The survey data for conducting factor analyses and structural equation modeling (SEM) was collected from heavy and moderate users of social media. It analysed the role of gratification, popularity, and acceptance in social media users in the FoMO phenomenon. The factor analyses gave the final construct impacting FoMO. The study highlighted the agenda for future researchers in the given domain.
        4,000원
        13.
        2023.07 구독 인증기관·개인회원 무료
        In the new digital age, the emergence of user-generated content enables consumers to enjoy greater freedom and control over their behavior on the internet and assume more active roles in sharing brand-related information with others. This research examines the role of brand engagement on consumer psychological ownership, purchase intention, electronic word of mouth (eWOM), and consumers’ willingness to defend the brand on social media. The findings provide evidence of consumer psychological process to demonstrate that companies can use social media to engage with consumers, so consumers are likely to spread positive WOM and be protective of the brand. It is important for marketing managers to assess the level of brand engagement on social media sites and develop tools and techniques to increase consumers’ participation such as using subliminal priming on brand image, with an aim to create a close consumer brand relationship.
        14.
        2023.07 구독 인증기관·개인회원 무료
        Consumer brand engagement has recently drawn attention for researches because of its importance in predicting brand loyalty. Meanwhile, social media is used as digital marketing tools for marketers to attract and engage younger consumers. This study aims to answer the question whether social marketing efforts by fashion brands on major social media platforms have influence on consumer brand engagement in the context of Vietnamese fashion brands. Social marketing efforts include five dimensions of entertainment, interaction, trendiness, customization and word-of-mouth. Although social marketing efforts has been examined in relationship with other important marketing concepts such as brand equity and customer equity (Godey et al., 2016; Kim and Ko, 2012), few studies have investigated its effect on consumer brand engagement, especially in fashion brands. Besides, Vietnam as an emerging market is witnessing considerable changes that social media brings to every field including fashion markets. It is noticeable that more and more fashion brands in Vietnam are trying to expand and advance their marketing strategies on social media to engage consumers. In this study, a self-administered online survey was delivered to Vietnamese consumers, which included 281 valid responses who followed Vietnamese fashion brands on Facebook or Instagram. The empirical results show that social media efforts engage consumers differently on brand engagement dimensions. The key finding indicates that entertainment and word-of-mouth are positively related to brand engagement in affective, cognitive and behavioral dimensions. Interaction is positively related to affective and behavioral brand engagements. Trendiness is positively related to behavioral brand engagement. Finally, customization is positively related to cognitive brand engagement.
        15.
        2023.07 구독 인증기관·개인회원 무료
        This study analyzed the presence and effect of sexual appeal of plus-size models using Victoria's Secret's Instagram content. A content analysis using roBERTa deep-learning model found that, plus-size models’ sexual appeals increased number of likes and comments, but explicit sexual appeals resulted in less positive sentiments than thin models’.
        16.
        2023.07 구독 인증기관 무료, 개인회원 유료
        In recent years, social media influencers (SMIs) have brought dramatic shifts to the marketing trend. Apart from product endorsement and ad campaigns, they are increasingly hired by brands for promoting social causes including Black Lives Matter movement, COVID-19, and LGBTQ+ issues owing to their perceived authenticity and expertise (Open Influence, 2022). As such, brands promoting social causes to take ethical obligations to the society, namely, corporate social responsibility (CSR), has become an indispensable business practice (McWilliams & Siegel, 2001). Accordingly, past studies revealed that SMIs’ capability of creating authentic connection with target consumers and the fact that stakeholder awareness and authentic motives are preconditions for the success of CSR initiatives can create a synergic effect (Yang et al., 2021).
        4,000원
        17.
        2023.07 구독 인증기관·개인회원 무료
        With social media spreading and social media influencers (SMIs) becoming popular and monetising their content, research on how they become entrepreneurs and the enterprising characteristics of SMIs remains limited. Due to this, the study examines through the use of case studies the evolution of hobbyist SMIs into professional entrepreneurs.
        18.
        2023.07 구독 인증기관·개인회원 무료
        Engagement is a central aspect of discussions surrounding online brand communities. The current paper advances the existing thinking associated with conceptualisation of engagement in the context of online brand communities. By understanding how brands engage in an online community we can provide better community management and benefit a brand.
        19.
        2023.07 구독 인증기관 무료, 개인회원 유료
        Some well-known luxury fashion brands log off social media or deliberately keep their accounts empty. The article investigates how consumers of high-end fashion brands react to this social media strategy through a series of experiments. This study provides managerial implications for social media strategy of luxury fashion brands.
        4,000원
        20.
        2023.07 구독 인증기관·개인회원 무료
        We explore how young, educated consumers in a collectivist emerging market, utilize social media (SM) to increase self-esteem through interaction with retailers and achieve emotional well-being. Primary data were collected in Vietnam through a survey. 192 responses were analyzed using PLS-SEM. The findings show that SM provides an online space for value co-creation, where young consumers feel more closely connected with the service provider and express themselves to retailers. Close interaction via a retailer’s mediation “responsiveness” facilitates consumer learning and provides opportunities for consumers to convert initial knowledge to second stage knowledge through conversion. In the process of mediation and interaction, SM is used to facilitate the learning cycle. Also, retailers apply the value-in-use concept by adapting relevant information to better suit a particular individual’s needs. This imbues a sense of self confidence and results in consumers gaining self-esteem.
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