전체 제목 저자 출처 학회/발행처
교육적 오락물로서 TV 예능의 활용 가능성 : 수용자의 리얼리티 지각에 따른 예능 콘텐츠 유형을 중심으로 | 2021.03.02
기타 | 한국광고홍보학보 (한국광고홍보학회)
본 연구는 TV 예능 콘텐츠가 교육적 오락물로서 가지는 가치를 탐구하고자 하였다. 이를 위해 시청자가 극 중 상황을 허구에 가깝다고 느끼는 의사사건형, 현실에 가깝다고 느끼는 관찰형으로 예능 콘텐츠 유형을 분류하고, 이에 따른 메시지 발신자에 대한 태도, 교육적 오락물에 대한 태도, 행동 의도의 차이를 살펴보았다. 그 결과, 환경보호 메시지가 삽입된 관찰형 예능 콘텐츠에서보다 의사사건형 콘텐츠를 접했을 때 발신자에 대한 태도, 교육적 오락물에 대한 태도, 행동 의도가 더 높게 나타났다. 한편, 환경보호 메시지 삽입에 의한 인지된 침입성은 교육적 오락물의 모든 종속 변인 차원에 부정적 영향을 미쳤다. 설득시도에 대한 의구심은 발신자에 대한 태도와 교육적 오락물에 대한 태도에 부적 영향을 미쳤으며, 지각된 콘텐츠 가치는 행동 의도에 정의 영향을 미쳤다. 본 연구의 결과는 교육적 오락물의 효과적 실행을 위해서는 공공 메시지를 삽입하는 과정에서 사람들이 침입성이나 의구심을 느끼지 않도록 하는 것이 중요하다는 것을 보여준다. 또한 이를 위해 교육적 오락물로 활용될 예능 콘텐츠에 대해 수용자들이 지각하는 실제감의 정도를 파악하는 것이 필수적인 과제임을 시사한다. This study examined the value of using TV entertainment content as entertainment-education. Based on the audience’s perception of reality, entertainment shows are categorized into pseudo-event type entertainment with low perceived reality and observation type entertainment with high perceived reality. The results showed that when exposed to a public message in a pseudo-event type entertainment show rather than observational type, attitude toward the message sender and attitude toward educational entertainment were more positive, and the participants showed higher behavioral intentions. In addition, the perceived intrusiveness of the public message had negative effects on attitudes toward the message source, attitude toward the educational entertainment, and behavioral intentions. Persuasion knowledge also negatively affected attitude toward the message sender and educational entertainment. Perceived value of the content positively affected respondents’ behavioral intentions. In summary, in order to deliver public messages via entertainment-education effectively, reducing perceived intrusiveness and persuasion knowledge seems to be critical, and the viewers’ perceived reality of the content needs to be carefully considered when selecting entertainment shows.
미디어 멀티태스킹 환경에서의 광고 효과에 관한 연구 : 과업의 물리적 조합과 감각적 조합을 중심으로 | 2021.03.02
기타 | 한국광고홍보학보 (한국광고홍보학회)
본 연구는 최근 소비자들의 보편적인 미디어 이용 방식인 미디어 멀티태스킹 환경에서의 광고 효과를 과업의 물리적 조합과 감각적 조합을 중심으로 알아보았다. 이를 위해 서울 소재 대학의 학부생 245명을 대상으로 실험을 실시했다. 연구결과, 오로지 광고에만 노출되는 비멀티태스킹 환경에 비해 주의가 적정 수준 분산되는 물리적 및 감각적 조합으로 구성된 미디어 멀티태스킹 환경에서 광고 효과가 높았다. 반면 지나치게 복잡한 물리적 및 감각적 조합으로 구성된 미디어 멀티태스킹 환경에서는 광고 효과가 감소하여, 과업의 물리적 및 감각적 조합과 광고 효과 간 역U자형 관계가 성립했다. 또한 과업의 물리적 조합과 감각적 조합은 광고 효과에 대해 상호작용효과를 갖는 것으로 나타났다. 이는 미디어 멀티태스킹 환경이 광고에 있어 무조건적인 위협 요인이 아니라, 그 과업들이 물리적 및 감각적으로 어떻게 조합되는지에 따라 오히려 기회가 될 수도 있음을 보여준다. 이 같은 결과는 광고 분야에서 미디어 멀티태스킹 환경에 대한 이론적 논의를 확장하고, 광고 실무자가 소비자의 실질적인 광고 노출 환경을 고려하여 매체 전략을 수립하는 것에 기여할 수 있을 것으로 기대된다. This study tested the effect of advertising on the physical and sensory combinations of tasks in a multitasking environment, which is a popular way of using media recently by consumers. The results show that advertising effect increases in a multitasking environment where attention is moderately distracted physically and sensorially compared to an environment exposed only to advertisements, but the advertising effect decreases in an overly complex multitasking environment. In other words, there is an inverted U-shaped relationship between the physical and sensory combinations of tasks and the advertising effect. In addition, in media multitasking environment, the physical and sensory combination of tasks have interactive effects on advertising effect. These findings show that the media multitasking environment is not an unconditional threat to advertising, but an opportunity depending on how the tasks are physically and sensibly combined.
1인 미디어 괴롭힘 행위에 관한 TPB 확장 요인들 : 정체성 이론 관점에서 여대생의 도덕 심리적, 행동적 특성을 중심으로 | 2021.03.02
기타 | 한국광고홍보학보 (한국광고홍보학회)
이 연구의 목적은 국내 1인 미디어, 즉 인터넷 개인방송을 이용하는 여대생들의 괴롭힘 행위를 계획된 행동 이론에 입각하되 정체성 이론 관점에서도 이해하고 설명하는 것이다. 이를 위하여 해당 괴롭힘 행위의 특성 및 계획된 행동 이론?정체성 이론적 요인들에 관한 문헌 검토를 선행했다. 이어서 기존 TPB 연구모형을 토대로 삼고 괴롭힘을 ‘언어폭력’과 ‘개인정보 유출’로 구분한 가운데, 정체성 이론 관점의 변인(온라인 참된 자아?도덕적 이탈?오프라인 괴롭힘 경험?1인 미디어 친 사회적 행동 경험 및 의도)과의 관계를 살펴보는 확장모형을 구성했다. 인터넷 개인방송을 일주일 평균 1회 이상 이용하는 여대생 대상 온라인 조사의 데이터(N=300)를 바탕으로 회귀 분석한 결과, 확장모형의 상대적 유용성이 확인되었다. 언어폭력행위 의도 모형에 비해 개인정보 유출 의도 모형의 설명력이 높았고, 요인들 중 ‘재미용 괴롭힘 태도’, ‘도덕적 이탈’, ‘오프라인 괴롭힘 경험’이 비교적 유의미한 효과를 나타냈다. 재미용 괴롭힘 태도와 개인적 정체성 측면에서의 ‘정당한 세상-자기 신념’ 간 상호작용 효과는 발견되지 않았다. 이러한 연구결과는 1인 미디어 이용자들의 괴롭힘 심리에 관한 이론적 시사점을 도출하는 데 기여할 뿐만 아니라, 1인 미디어 교육 및 공익 캠페인 전략 구상 시 유용한 자료가 될 수 있다. The purpose of this study was to explain the cyberbullying of female college students using one-person media platforms based on an extended model of the theory of planned behavior (TPB) and identity theory. Bullying intentions were examined in terms of verbal violence and personal information leaking. The present study analyzed the relationships between bullying intentions and the factors of identity theory (true self on the Net, moral disengagement, traditional bullying experiences, and predispositions regarding pro-social behaviors) to extend the model of TPB. Participants were 300 female college students who view one-person internet programs more than once a week. The findings indicated the usefulness of the extended model. The regression model for personal information leaking intention had stronger explanatory power compared to the model for verbal aggression. The results revealed that attitudes to hedonic bullying through the single-person media, moral disengagement and traditional bullying experiences had relatively strong predictive values. The belief in a just-world was found to be an insignificant moderator of the relationship between the attitudes of hedonic bullying and the bullying intention through single-person media. This research provides the theoretical and managerial implications of cyberbullying in personal broadcast and anti-bullying campaigns.
정책 관련 내러티브가 공중의 SNS 상 정보확산 행동에 미치는 영향 : 지각된 정책효능성을 중심으로 | 2021.03.02
기타 | 한국광고홍보학보 (한국광고홍보학회)
본 연구는 최근 우리 사회를 둘러싼 위험요소를 예방하는 데 있어 내러티브를 사용한 정책 PR 메시지가 공중의 지각된 정책효능성을 중심으로 SNS 메시지 공유와 같은 커뮤니케이션 행동에 미치는 영향에 주목했다. 구체적으로, 정책 관련 내러티브가 몰입, 지각된 유사성의 수용자 관여를 거쳐 정책효능성 지각에 영향을 미치고, 지각된 정책효능성이 정책지지를 통해 공중의 SNS 상 정보확산 행동 의도에 영향을 미칠 수 있음을 제안했다. 이를 위해 페이스북 이용자 총 313명을 대상으로 내러티브와 비(非) 내러티브 메시지의 집단 간 요인 설계로 실험을 실시하고, 소셜 미디어 상에서 정책 관련 내러티브 메시지의 효과 과정을 검증했다. 분석결과, 비(非) 내러티브 메시지보다 내러티브 메시지에 대하여 지각된 정책효능성이 더 높게 나타났고, 수용자 관여가 지각된 정책효능성에 대한 내러티브 메시지의 영향을 매개하고 있음을 확인했다. 나아가 SNS 상 정보확산 행동 의도에 대하여 지각된 정책효능성의 직접 효과는 나타나지 않았으나, 해당 정책에 대한 지지 태도를 통한 간접 효과가 있는 것으로 드러났다. 본 연구는 소셜 미디어 환경에서 정책PR을 위한 내러티브 메시지의 활용이 유효함을 밝히는 동시에, 지각된 정책효능성을 중심으로 정책에 대한 공중의 긍정적인 커뮤니케이션 행동을 제고하는 선행변인들의 통합적인 효과 과정을 규명했다는 데 의의가 있다. This study focused on the effect of policy PR messages, specially using narratives concentrated on public"s perceived policy efficacy on communication behavior such as SNS message sharing in preventing risk factors surrounding our society. Specifically, this study suggested two main things as follows. First, policy-related narrative can affect perception of policy efficacy through audience involvement of transportation and perceived similarity. Second, the perceived policy efficacy can affect the intention of information distribution behavior on SNS through policy support. To do this, a total number of 313 Facebook users were experimented by Between-Group Factorial Design divided into narrative and non-narrative groups. Also, the effect process of policy-related narrative message on social media was verified. Three main outcomes were founded. First, the perceived policy efficacy exposed to the narrative message was higher than that of the non-narrative message. Second, audience involvement mediates the influence of the narrative message on the perceived policy efficacy. Last, there was no direct effect of perceived policy efficacy on the intention of information distribution behavior on SNS, except for an indirect effect through the attitude of support for the policy. As seen from the result, this study revealed the use of narrative messages for policy PR in a social media environment is effective. In addition, it revealed that the integrated effect process of the preceding variables enhancing public"s positive communication behavior on policy mainly focusing on perceived policy efficacy.
Who Buys Our Brand? The Influence of Consumption Values and the Congruity with Brand Benefits on Brand Identification, Trust and Loyalty | 2021.02.23
기타 | 한국마케팅연구 (한국마케팅학회)
This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers’ views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers’ brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer’s value is similar to a brand benefit, particularly between functional value and enabling benefit, and ethical value and socially responsible benefit. However, congruence between consumption value and perceived brand benefit only had an indirect effect on brand loyalty by mediating brand identification and trust. This study provides a basis for implementing a marketing strategy to build brand assets and increase brand loyalty by providing consumers with the value they want in a diversified market.
Is BTS Different? Shared Episodes on SNS as a Good Indicator for Celebrity Endorsed Ad Effects | 2021.02.23
기타 | 한국마케팅연구 (한국마케팅학회)
This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers’ responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers’ responses on YouTube toward 12 BTS endorsed ads, the hypotheses are confirmed as higher ratio of likes, lower ratio of dislikes and significantly higher ratio of comments over both total views and total likes were found. For the rationale behind, total 1800 comments were categorized into 4 major content types such as attached, experiential, empathic and self-related ones that are all considered as important factors influencing the strong ad effect. The results showed that the episodic ads have marginally more emotional comments than the celeb image ads. The difference was only found in experiential and empathic responses but not in self-related responses. Contrary to the hypothesis, the comments expressing attachment were found more for the celebrity image-focused ads than the episodic ones. It does not seem to suggest that the celebrity image focused ads are better to capture viewers’ attachment towards the celebrity and the ad endorsed, but that the episodic ads draw viewers into relatively deeper level of attachment such as empathy by perceiving the authenticity of the celebrity and the brand. In conclusion, the shared stories on SNS can be a factor in the match-up theory on celebrity endorsed ad effects.
Success Story: How Storytelling Contributes to BTS’s Brand | 2021.02.23
기타 | 한국마케팅연구 (한국마케팅학회)
Good storytelling is at the heart of BTS as both a brand and a band. Modern brands know that story is no longer an option, but a requirement for keeping audiences engaged. With their consistent and creative reliance on story, BTS has transformed the K-Pop landscape, providing a framework for others in the industry that relies on open-structure narratives, sincerity, and active audience engagement, among other components. To investigate BTS’s storytelling strategies, this article breaks down how stories permeate BTS’s content, from music and videos to the Bangtan Universe and documentary films. The importance of transmedia storytelling and participatory audiences is also examined. The analysis resulted in a proposed framework that suggests the following components: 1) story as central to the brand; 2) authenticity and sincerity; 3) idol participation in creative output; 4) use of transmedia storytelling and story gaps; 5) intertextuality and cohesion; 6) opportunities for audience engagement; and 7) dedicated creative staff. Utilizing this framework can help K-Pop groups elevate their brands, better use storytelling elements, and gain larger, more engaged audiences.
“BangBangCon: The Live” - A Case Study On Live Performances and Marketing Strategies With The Korean-Pop Group “BTS” During The Pandemic Scenario In 2020 | 2021.02.23
기타 | 한국마케팅연구 (한국마케팅학회)
In 2020, the unexpected pandemic scenario has led to a downfall of live concerts performances, after the government restriction for events and gatherings with a large number of people. The Korean-Pop (K-Pop) group BTS (Bangtan sonyeondan) also had their concert tour canceled in 2020. Therefore, the group came up with an innovative project to the music market, called “BangBangCon: The Live”, a live streaming paid concert held by the group, on June 14th, which achieved a Guinness World Record for most viewers during a paid music concert, in a live streaming format. It’s important, then, to study this event, and initiate a debate about alternative ideas for marketing strategies with live streaming music performances. The method to accomplish this research was desk research, analysing all the communication delivered from BTS, studying the website and platform where the event “BangBangCon: The Live"" was held, and researching about the results the event has achieved. The results were the description of the event as a project, informing how many people have attended the event, and what were the marketing strategies that made it possible to become the highest audience to a paid live streaming concert, until the moment this article was published.
Labour of Love: Fan Labour, BTS, and South Korean Soft Power | 2021.02.23
기타 | 한국마케팅연구 (한국마케팅학회)
With the steady rise in global popularity of the Korean music group BTS, the South Korean government and surrounding industries have swiftly begun utilizing their image and international recognition for specific nation branding purposes. While K-pop soft power strategies are not novel to the South Korean state, what is new is the rapid speed at which BTS have become a beacon for South Korean culture, language, and symbolism in the international arena. However, few scholarly works have sought to investigate the role fans have played in this heightened position for the group as state representatives, with minimal research conducted into the work fans do within the framework of ARMY fan culture. This paper will thus aim to fill the gap in scholarship on ARMY as an organized labour network, focusing on the role fans play as labourers in online spaces that work to promote, disseminate, and cultivate wider recognition for BTS as artists. Through the conjunct engagement of a political economy framework and theories of participatory culture, this paper will explore the manner through which the free labour of ARMY, premised on affect, has constructed the fandom as active agents of soft power alongside BTS themselves.
“They’re Worth My Investment”: Cultivating Intimacy through Fan-lead Financial and Support Initiatives among BTS Fans | 2021.02.23
기타 | 한국마케팅연구 (한국마케팅학회)
This research outlines the motivations behind the fan-lead marketing and promotional endeavours undertaken by musical group BTS’s fan community, also known as ARMY. In highlighting the reciprocity in intimacy between the group and their fans, I argue that ARMY’s desire to elevate BTS is embedded within structures of affect, despite the financial nature of the benefits the group and their company may reap. These fan-lead initiatives represent efforts towards a common goal, where success, whether it comes in the form of money or not, is a gift of gratitude and a show of mutual understanding from fans to BTS. Based on data from 22 interviews with fans, this research explores the motivations behind fan-lead marketing by looking at the affective properties of music consumption, the parasocial relationship, fan community dynamics, and the purchase of intimacy. Within these contexts, the promotion surrounding BTS’s music, as organized by the fans, mimics profit-oriented behaviours but is ultimately a gesture towards the exchange of intimacy between fans and artist.