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The Effect of Corporate SNS Marketing on User Behavior: Focusing on Facebook Fan Page Analytics (기업의 SNS 마케팅 활동이 이용자 행동에 미치는 영향: 페이스북 팬페이지 애널리틱스를 중심으로)

  • Jeon, Hyeong-Jun;Seo, Bong-Goon;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.26 no.1
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    • pp.75-95
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    • 2020
  • With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the company's Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebook's 'OK', 'Attachment', 'Share', and 'Number of Click' which are the dependent variables of this study. in order to measure the outcome of the target, the consumer's response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebook's ad numbers 'reach', 'exposure', 'like', 'share', 'comment', 'clicks', and 'CPC' depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebook's user behavior were analyzed using regression analysis. Content materials are related to the content's difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users' interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users' behavior would be different depending on the language and formality. For dependent variables, 'OK' and 'Full Click Count' are set by every user's action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the dependent variable, and found that 'good' factors such as 'self association', 'actual use', and 'hidden' are important. Could. Material difficulties', 'actual participation' and 'large scale * difficulties'. In addition, variables such as 'Self Connect', 'Actual Engagement' and 'Sexual Sexual Attention' have been shown to have a significant impact on 'Full Click'. It is expected that through research results, it is possible to contribute to the operation and production strategy of company Facebook operators and content creators by presenting a content strategy optimized for the purpose of the content. In this study, we defined each independent variable in the existing research literature and analyzed its effect on the dependent variable, and we could see that factors on 'good' were significant such as 'self-association', 'reality use', 'concernal material difficulty', 'real-life involvement' and 'massive*difficulty'. In addition, variables such as 'self-connection', 'real-life involvement' and 'formative*attention' were shown to have significant effects for 'full-click'. Through the research results, it is expected that by presenting an optimized content strategy for content purposes, it can contribute to the operation and production strategy of corporate Facebook operators and content producers.

A Study on Legal and Regulatory Improvement Direction of Aeronautical Obstacle Management System for Aviation Safety (항공안전을 위한 장애물 제한표면 관리시스템의 법·제도적 개선방향에 관한 소고)

  • Park, Dam-Yong
    • The Korean Journal of Air & Space Law and Policy
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    • v.31 no.2
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    • pp.145-176
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    • 2016
  • Aviation safety can be secured through regulations and policies of various areas and thorough execution of them on the field. Recently, for aviation safety management Korea is making efforts to prevent aviation accidents by taking various measures: such as selecting and promoting major strategic goals for each sector; establishing National Aviation Safety Program, including the Second Basic Plan for Aviation Policy; and improving aviation related legislations. Obstacle limitation surface is to be established and publicly notified to ensure safe take-off and landing as well as aviation safety during the circling of aircraft around airports. This study intends to review current aviation obstacle management system which was designed to make sure that buildings and structures do not exceed the height of obstacle limitation surface and identify its operating problems based on my field experience. Also, in this study, I would like to propose ways to improve the system in legal and regulatory aspects. Nowadays, due to the request of residents in the vicinity of airports, discussions and studies on aviational review are being actively carried out. Also, related ordinance and specific procedures will be established soon. However, in addition to this, I would like to propose the ways to improve shortcomings of current system caused by the lack of regulations and legislations for obstacle management. In order to execute obstacle limitation surface regulation, there has to be limits on constructing new buildings, causing real restriction for the residents living in the vicinity of airports on exercising their property rights. In this sense, it is regarded as a sensitive issue since a number of related civil complaints are filed and swift but accurate decision making is required. According to Aviation Act, currently airport operators are handling this task under the cooperation with local governments. Thus, administrative activities of local governments that have the authority to give permits for installation of buildings and structures are critically important. The law requires to carry out precise surveying of vast area and to report the outcome to the government every five years. However, there can be many problems, such as changes in the number of obstacles due to the error in the survey, or failure to apply for consultation with local governments on the exercise of construction permission. However, there is neither standards for allowable errors, preventive measures, nor penalty for the violation of appropriate procedures. As such, only follow-up measures can be taken. Nevertheless, once construction of a building is completed violating the obstacle limitation surface, practically it is difficult to take any measures, including the elimination of the building, because the owner of the building would have been following legal process for the construction by getting permit from the government. In order to address this problem, I believe penalty provision for the violation of Aviation Act needs to be added. Also, it is required to apply the same standards of allowable error stipulated in Building Act to precise surveying in the aviation field. Hence, I would like to propose the ways to improve current system in an effective manner.

Educational Needs Analysis on NCS-based Intellectual Property Education (국가직무능력표준(NCS) 기반 지식재산교육을 위한 교육요구 분석)

  • Park, Ki-Moon
    • 대한공업교육학회지
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    • v.43 no.1
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    • pp.134-157
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    • 2018
  • This study surveyed and analyzed satisfaction and issues about an intellectual property education system, and educational needs for intellectual property NCS (intellectual property management, intellectual property information survey analysis, intellectual property assessment trade), in order to introduce and operate NCS-based education system that trains practical manpower in the field. The results of this study are as follows. First, satisfaction for intellectual property education system showed education contents (M=3.86), followed by lecture (M=3.79), teaching method and environment (M=3.66) and education assessment (M=3.50). The issues to be improved are low application in the current occupation due to no reflection of demands of industrial fields, as well as insufficient education contents system, lectures who fall short of education capability and interactions with students tend to stress theoretical knowledge more than practical ability, teaching method lacks application of educational medium, insufficient interest and motivation, assessment methods that fall short of theoretical knowledge and practical ability achievement, and that is theory-centered. Second, educational needs for intellectual property NCS showed intellectual property assessment trade (4.33), followed by intellectual property management (3.68), and intellectual property information survey analysis (2.99), which should be reviewed to reform or newly develop NCS-based education course. Conclusively, intellectual property education showed satisfaction above the average, but a job-centered education is demanded to elevate application in the industrial field, which puts emphasis more on practical ability than theory. For this, it is necessary to introduce intellectual property NCS reflecting demands of industrial field, and to reform or newly develop into NCS-based education course. In addition, intellectual property education needs to be operated by changed education paradigm, such as user-centered teaching method, not provided-centered, and performance and course-centered assessment method, not theoretical knowledge-centered.

Effects of a Weight Control Program on Anthropometric Measurements and Serum Lipid Profiles of Obese Elementary Students (초등학교 비만관리 프로그램이 비만 아동의 체구성 성분과 혈청 지질 수준에 미치는 영향)

  • Nam, Jung-He
    • The Korean Journal of Food And Nutrition
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    • v.20 no.1
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    • pp.88-95
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    • 2007
  • The purpose of this study was to investigate the effects of a 12 week weight control program, which included nutrition education and regular physical fitness, on body weight, degree of obesity, BMI, and lowering of blood lipids in 16 obese male elementary school students. Changes in waist and hip circumferences and their ratios were measured at the conclusion of the 12 week program conducted from September 9 to November 25, 2005. Body weight after 12 weeks on the program slightly reduced from 55.4${\pm}$10.9 kg to 54.4${\pm}$9.7 kg. Degree of obesity and BMI decreased from 121.3${\pm}$8.1%, and 25.9${\pm}$3.3 to 120.0${\pm}$8.2% and, 25.6${\pm}$2.7, respectively. Body fat percentage decreased slightly from 38.3${\pm}$4.7% to 37.9${\pm}$5.2%. Waist to hip ratio did not change after 12 weeks. There were slight changes in weight of body fat and lean body mass from 22.12${\pm}$6.53 kg and 34.56${\pm}$4.75 kg to 21.68${\pm}$6.05 kg and 34.70${\pm}$4.54 kg, respectively. Also, after 12 weeks on the weight control program, body, waist, and hip circumferences decreased. However, there were no significant differences among the blood lipid components, including triglycerides, total cholesterol, and HDL-cholesterol. Finally, body weight, degree of obesity, BMI, and body fat showed more significant correlations to waist, hip circumference and their ratio than to blood lipid levels.

Study on Reduction Effect of the Non-Point Pollutants through Riparian Buffer Zones (비점오염부하 저감을 위한 수변완충지대의 효율적 조성 연구)

  • Choi, I-Song;Kim, Sung-Won;Jung, Sang-Jun;Woo, Hyo-Seop;Oh, Jong-Min
    • Proceedings of the Korea Water Resources Association Conference
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    • pp.1793-1797
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    • 2007
  • 한강 "수변구역"에서 비점오염물질의 공공수역 유입을 억제하기 위한 다양한 방법들 중에서 보편적이고 자연친화적인 방법은 다양한 생물의 서식공간이며, 동시에 본류로 유입되는 과정에서 수질을 정화시키는 수질개선 공간인 수변완충구역, 또는 지대를 설정하여 관리하는 것이다. 그러나 이러한 수변완충지대 효과 분석 및 설정에 관한 연구는 국내에서 아직 수행되지 않았다. 본 연구의 목적은 수변구역의 자정능력을 높이는 것은 물론 그 밖의 하천 연안에서 비점오염물질의 차단과 처리능력을 증진시키고 수변 생태계의 서식처 보전 및 복원을 위해서 수변완충지대의 수질정화 기술개발과 생물다양성을 창출하는 수변완충지대 조성 기법을 개발하는데 있다. 본 연구에서는 기존 수변완충지의 추가적인 조성과 보완, 시험완충지 생태구조 및 기능 기초조사, 시험완충지 오염부하 저감효과의 실험 및 분석, 수변완충지대 설치 구상 등의 연구를 수행하였다. 수행 지역은 한강수계 지역으로 남한강 수변인 경기도 양평군 병산리에서 실시하였으며, 잔디와 갈대, 갯버들, 혼합지역, 자연그대로의 상태(대조지역)의 5 구역으로 구분하였고, 깊이별로 샘플을 채취하여 유입수와 표면유출, 하부유출을 비교해 보았다. 연구 결과, 5 가지 구역 중 잔디 구역의 SS, T-N, T-P, TOC의 제거 효율이 각각 76.7%, 85.2%, 97.6%, 83.3%로 가장 좋은 오염물질 제거 효율을 보였으며, 깊이 별 분석에서는 표면유출에서 하부유출로 갈수록 월등한 효율을 보였다. 따라서 본 연구를 통하여 비점오염원에 대한 한강수계의 수자원 보호 효과를 기대할 수 있고, 수변완충지대의 조성, 유지관리기술의 개발을 통한 수변완충지대의 계획과 설계에 직접적인 기여를 할 수 있으며, 수변구역에 설치 가능한 Riparian Buffer Zone의 중요성과 효율성을 알려 현재 하상 저니 준설 및 폭기 위주의 사업에서 생태 공학적 복원을 적극 고려한 정화사업으로 확대 추진하고자 한다.해결책을 얻어내는 상호보완적인 결과를 추구한다. 그가 디자인하는 작품은 전형적인 이미지를 내포하지 않는다. 즉 그의 작품은 기존의 가치와 이념적인 것은 배제하고, 창의적인 개념을 도출하였다.형모서리는 건물 특화 성격이 강하므로 불가피할 경우 소형 액센트 광고 위치를 미리 벽면으로 할애하는 것이 경관 및 입면계획에 유리한 것으로 분석되었다. 불확실도 해석모형 등의 새로운 기능을 추가하여 제시하였다. 모든 입출력자료는 프로젝트 단위별로 운영되어 data의 관리가 손쉽도록 하였으며 결과를 DB에 저장하여 다른 모형에서도 적용할 수 있도록 하였다. 그리고 HyGIS-HMS 및 HyGIS-RAS 모형에서 강우-유출-하도 수리해석-범람해석 등이 일괄되게 하나의 시스템 내에서 구현될 수 있도록 하였다. 따라서 HyGIS와 통합된 수리, 수문모형은 국내 하천 및 유역에 적합한 시스템으로서 향후 HydroInformatics 구현을 염두에 둔 특화된 국내 수자원 분야 소프트웨어의 개발에 기본 토대를 제공할 것으로 판단된다.았다. 또한 저자들의 임상병리학적 연구결과가 다른 문헌에서 보고된 소아 신증후군의 연구결과와 큰 차이를 보이지 않음을 알 수 있었다. 자극에 차이가 있지 않나 추측되며 이에 관한 추후 연구가 요망된다. 총대장통과시간의 단축은 결장 분절 모두에서 줄어들어 나타났으나 좌측결장 통과시간의 감소 및 이로 인한 이 부위의 통과시간 비율의 저하가 가장 주요하였다. 이러한 결과는 차가운 생수 섭취가 주로 결장 근위부를 자극하는 효과를 발휘하는 것이 아닌가 해석된다. 이와 같은 연구결과를 통해 생다시마를 주원료로 개발된 생다시마차와 생다시마 음료가 만성 기능성 변비 증세를 개선하는 효능이 잠재적으로 있음을 확인하였다. 그러나 생약제재의 변비약 수준으로 변비 개선 효능을 증대하기 위해서는 재료 배합비의 개선이나 대장 운동기능을 향상시키는 유효성분의 보강 등이 필요하다는 점도 알 수 있었다.더불어 산화물질 해독에 관여하는

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Direction of Arms Control to Establish Foundation for Peaceful Reunification in Korean Peninsula (한반도 평화통일 기반구축을 위한 군비통제 추진방향)

  • Kim, Jae Chul
    • Convergence Security Journal
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    • v.15 no.6_1
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    • pp.79-92
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    • 2015
  • It is required to expand area of inter-Korean economic cooperation, being limited to non-military field, to military field and then, to positively promote arms control in order to establish foundation for peaceful reunification in Korean peninsula. Reasons why arms control has not been promoted between South and North Korea in the meantime were such original factors as follows; (1) limit of confidence building between the South and the North, (2) functional limit of arms control itself, (3) institutional structural limit between the South and the North, (4) environmental limit at home and abroad. It is necessary to get out from existing frame and to seek a new paradigm in order to overcome above factors and to realize arms control between the South and the North. First, it is required to have prior political dialog at the South-North high-level talks in order to promote arms control and to exercise 'strategic flexibility' during negotiation and promotion process. For this, 'flexible reciprocity' has to be adopted in compliance with situation and conditions. Second, it is necessary to get out from existing principle of 'confidence building in advance and arms reduction later' but to seek the 'simultaneous driving principle of confidence building and arms reduction' as an eclectic approach. Namely, based on reasonable sufficiency, it is required to promote military confidence building and limited arms reduction in parallel, which is a lower level of arms control. Third, as an advisory body of Prime Minister's Office, it is necessary to install an organization exclusively responsible for arms control and to positively handle arms control issue from the standpoint of national policy strategy. If the South-North high-level talks take place, it is necessary to organize and operate 'South-North Joint Arms Control Promotion Board (tentative name)'. Fourth, it is required to exercise more active diplomatic competence in order to create national consensus on necessity of arms control for peaceful reunification and to form more favorable international environment. Especially, it is necessary to think about how to solve nuclear issue of North Korea together in collaboration with international society and how to maintain balance between ROK-US alliance and Sino-Korean cooperation relations.

Personification of On-line Shopping Mall -Focusing on the Social Presence- (온라인 쇼핑몰의 의인화 전략 -사회적 실재감을 중심으로-)

  • Park, Ju-Sik
    • Management & Information Systems Review
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    • v.31 no.2
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    • pp.143-172
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    • 2012
  • While e-commerce market(B2C) grows rapidly, many experts argue that EC(B2C) transactions have not reached its full potential. A notable difference between online and offline consumer markets that is suppressing the growth of EC(B2C) is the decreased presence of human and social elements in the online shopping environments. Generally online shopping lacks human warmth and sociability. In this study, social presence in online shopping mall was proposed as a substitute for face-to-face social interaction in the traditional commerce and author explored what variables affect social presence(human warmth and sociability) on online shopping malls and how human warmth and sociability can influence on online store loyalty. To achieve research objectives, we reviewed literatures related with marketing, psychology and communication research areas. Based on literature review, we proposed a research model on the online shopping mall. To examine the proposed research model, we gathered data by using a self-report questionnaire. Respondents consists of online shoppers with at least five or more times of purchase experience in online shopping malls. Because social presence is a feeling which needs frequent contacts with malls to experience, respondents must have enough purchase experiences. The empirical results are as follows : First, shopping mall's customization efforts influence perceived social presence on the mall significantly. Second, shopping mall's responsiveness influences perceived social presence significantly. Third, perceived activity of community of online shopping mall influences perceived social presence significantly. Mall managers have to activate their customer community to reinforce social presence, resulting in trust building. Finally, perceived social presence influences trust and enjoyment on the mall significantly. And then trust and enjoyment on the mall affect store loyalty significantly. From these findings it can be inferred that perceived social presence appears determinant which is critical to the formation of core variables(trust and loyalty) in existing online shopping papers.

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The present situation and trend of China archives science (중국(中國) 당안학(檔案學)와 현황(現況) 및 발전추세(發展趨勢))

  • Feng, Fuj-Ling
    • Journal of Korean Society of Archives and Records Management
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    • v.1 no.1
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    • pp.37-52
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    • 2001
  • 1. establishment and development of China archives science: With the centuries-old history of archives and archives management, early China archives science came into being in 1930s, and the research pushed forward by archives enterprise has made great achievements since then. 1.1 Expanding research fields: Foundation

A study on the liquor package design of international competitive advantage - Focused on Soju and Sake - (국제 경쟁력을 위한 술 포장디자인 연구 - 국내소주 및 일본 Sake 중심으로 -)

  • 장욱선
    • Archives of design research
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    • v.16 no.3
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    • pp.151-160
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    • 2003
  • Packages have been used for a wide variety of purposes, for protection, for display, for transportation of goods, or for keeping personal belongings. According to the demands of society and the times, liquor packages have been specialized and have appeared in almost every shape and size without restriction to cine particular type of material. In spite of its rapid development and wide application in our society, liquor package design has rarely been considered as a subject of comprehensive study. Majoring in package design, I have become especially interested in the area of liquor package design. I would like to explore liquor package design from several aspects. With the advent of new market and the rise of a new consumer society, advertising and mass media have expanded rapidly. While convenience of use is not a major issue, serving size certainly are quality, appeal of heritage and health concerns. Heritage is a major consumer appeal in Whisky, Beer, Wine and spirits. Designers have drawn heavily on the tradition of alcoholic products, have used type and graphics to create the illusion of heritage for new products. A sidelight to the heritage aspect of spirits package is the evolution of outer boxes for international liquors. International liquors package design illustrated the past and current themes. The design is contemporary and spare. Colored panels correlated to the liquor flavor used on clean white, black, gold boxes. While this research does not deny the impact of structural innovation and convenience package design , it does deny the existence of a graphic plateau. It is assumed therefore, that development in technology can facilitate communication between East and West. This can be accomplished because as containers of products are used in social setting, their form will gradually apply strong influence to the need for economical, easily handled, easily utilized packaging. Typically, ethnic package designs are those packages containing products which are prepared and marketed to a category of people who are prepared and marketed to a culture traits. They are liquor products sold in the metropolitan New York area which are marketed specially to Asians, Hispanics, or Eurpean population. These cultural groups share numerous traits including religion, language, dietary habits and traditional drinking styles. Therefore, the products which are familiar or common in their native countries are often imported or marketed there to serve them. These packages and products are frequently found on the shelves of supermarkets in predominantly ethnic areas. That is Korea, Japan if packaging is correctly design it would appeal to the American market. My research is that oriental beverage -Soju is good example of this precept. Assumedly, there must be a degree of subjectivity since it is a mean in which the consumers can relate to its advertising. This degree to relate and identify is the degree to which the package will be remembered and purchased. Subjectivity is intimately related to purchases since there is no such thing as a rational purchase in a society that operates on mass consumption. It is essential that packages become more personal human, entertaining, and more like advertising in order to maximize merchandising potential.

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Designing an Intelligent Advertising Business Model in Seoul's Metro Network (서울지하철의 지능형 광고 비즈니스모델 설계)

  • Musyoka, Kavoya Job;Lim, Gyoo Gun
    • Journal of Intelligence and Information Systems
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    • v.23 no.4
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    • pp.1-31
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    • 2017
  • Modern businesses are adopting new technologies to serve their markets better as well as to improve efficiency and productivity. The advertising industry has continuously experienced disruptions from the traditional channels (radio, television and print media) to new complex ones including internet, social media and mobile-based advertising. This case study focuses on proposing intelligent advertising business model in Seoul's metro network. Seoul has one of the world's busiest metro network and transports a huge number of travelers on a daily basis. The high number of travelers coupled with a well-planned metro network creates a platform where marketers can initiate engagement and interact with both customers and potential customers. In the current advertising model, advertising is on illuminated and framed posters in the stations and in-car, non-illuminated posters, and digital screens that show scheduled arrivals and departures of metros. Some stations have digital screens that show adverts but they do not have location capability. Most of the current advertising media have one key limitation: space. For posters whether illuminated or not, one space can host only one advert at a time. Empirical literatures show that there is room for improving this advertising model and eliminate the space limitation by replacing the poster adverts with digital advertising platform. This new model will not only be digital, but will also provide intelligent advertising platform that is driven by data. The digital platform will incorporate location sensing, e-commerce, and mobile platform to create new value to all stakeholders. Travel cards used in the metro will be registered and the card scanners will have a capability to capture traveler's data when travelers tap their cards. This data once analyzed will make it possible to identify different customer groups. Advertisers and marketers will then be able to target specific customer groups, customize adverts based on the targeted consumer group, and offer a wide variety of advertising formats. Format includes video, cinemagraphs, moving pictures, and animation. Different advert formats create different emotions in the customer's mind and the goal should be to use format or combination of formats that arouse the expected emotion and lead to an engagement. Combination of different formats will be more effective and this can only work in a digital platform. Adverts will be location based, ensuring that adverts will show more frequently when the metro is near the premises of an advertiser. The advertising platform will automatically detect the next station and screens inside the metro will prioritize adverts in the station where the metro will be stopping. In the mobile platform, customers who opt to receive notifications will receive them when they approach the business premises of advertiser. The mobile platform will have indoor navigation for the underground shopping malls that will allow customers to search for facilities within the mall, products they may want to buy as well as deals going on in the underground mall. To create an end-to-end solution, the mobile solution will have a capability to allow customers purchase products through their phones, get coupons for deals, and review products and shops where they have bought a product. The indoor navigation will host intelligent mobile-based advertisement and a recommendation system. The indoor navigation will have adverts such that when a customer is searching for information, the recommendation system shows adverts that are near the place traveler is searching or in the direction that the traveler is moving. These adverts will be linked to the e-commerce platform such that if a customer clicks on an advert, it leads them to the product description page. The whole system will have multi-language as well as text-to-speech capability such that both locals and tourists have no language barrier. The implications of implementing this model are varied including support for small and medium businesses operating in the underground malls, improved customer experience, new job opportunities, additional revenue to business model operator, and flexibility in advertising. The new value created will benefit all the stakeholders.