• Title, Summary, Keyword: digital engagement

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A Study of the Effectiveness of Digital Signage: Importance of Customized Content (디지털 사이니지의 효과에 관한 연구: 맞춤식 콘텐츠의 중요성)

  • Cho, Jae-Yung
    • Journal of Digital Convergence
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    • v.17 no.6
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    • pp.211-217
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    • 2019
  • This study suggested the alternatives for improving consumers' engagement with digital signage (DS) by analyzing the researches of the effectiveness of DS in marketing and public areas, which is recognized as an essential communication tool for commercial or public matters. According to the results, affective DS ad content of DS resulted in positive shoppers' buying behaviors and perceiving buying environment; DS was also effective for public affairs, which how proper channel and message for the target public resulted in solving community problems. However, it was rare to measure precisely the level of consumers' engagement with DS content and what DS content aroused higher engagement in both areas. Thus, DS content should be more customized based on multiple converged contents for consumers' engagement and the research efforts of DS should be focused on the development of not only its device technology, but also creative content.

Digital Diplomacy via Social Networks: A Cross-National Analysis of Governmental Usage of Facebook and Twitter for Digital Engagement

  • Ittefaq, Muhammad
    • Journal of Contemporary Eastern Asia
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    • v.18 no.1
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    • pp.49-69
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    • 2019
  • Over the last couple of years, digital diplomacy has become a fascinating area of research among Mass Communication, Peace and Conflict Studies, and International Affairs scholars. Social media and new technology open up new avenues for governments, individuals, and organizations to engage with foreign audiences. However, developing countries' governments are still lacking in the realization of the potential of social media. This study aims to analyze the usage of social media (Facebook & Twitter) by the two biggest countries in South Asia (Pakistan and India). I selected 10 government officials' social media accounts including prime ministers', national press offices', military public relations offices', public diplomacy divisions', and ministries of foreign offices' profiles. The study relies on quantitative content analysis and a comparative research approach. The total number of analyzed Twitter tweets (n=1,015) and Facebook posts (n=1,005) include 10 accounts, five from each country. In light of Kent and Taylor's (1998) dialogic communication framework, the results indicate that no digital engagement and dialogue occurs between government departments and the public through social networking sites. Government departments do not engage with local or foreign audiences through digital media. When comparing both countries, results reveal that India has more institutionalized and organized digital diplomacy. In terms of departmental use of social media, the digital diplomacy division and foreign office of India is more active than other government departments in that nation. Meanwhile, Pakistan's military public relations office and press office is more active than its other government departments. In conclusion, both countries realize the potential of social media in digital diplomacy, but still lack engagement with foreign audiences.

The Effect of Digital Signage and Smart Media Convergence on Memory and Attitude According to the Level of Engagement and Interactivity (디지털 사이니지와 스마트 미디어 융합이 인게이지먼트와 상호작용성 수준에 따라 기억과 태도에 미치는 영향)

  • Han, Kwang-Seok
    • Journal of the Korea Convergence Society
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    • v.8 no.6
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    • pp.1-7
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    • 2017
  • This study examined how the memory effect and the brand attitude effect differ according to the interaction (high / low) and the involvement (high / low) of digital signage. The two-way MANOVA analysis using SPSS 18 was used for the empirical analysis. The results of this study are as follows: First, GRM is recalled if the level of interactivity and inffence of digital signage is low, but if both conditions are high, ARM recalls. Second, if the interaction of digital signage is low and the level of engagement is high, a lot of memory information is formed that forms the overall attitude of the product. In addition, even though the interaction level is high and the engagement is low, the attitude cognitive response through the overall evaluation is formed rather than the attribute information. Third, brand attitude was positive when interactivity level was high and engagement level was high.

A Study on Social Tagging for Promoting Users' Participation in Digital Archives (디지털 아카이브의 이용자 참여의 활성화를 위한 소셜 태깅 활용 방안 연구)

  • Park, Heejin
    • Journal of the Korean Society for information Management
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    • v.34 no.3
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    • pp.269-290
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    • 2017
  • This study aims to present the framework for promoting active engagement of users in digital archives through social tagging. It analyzed the technological development involved with digital archives, and the user participation and engagement through social media. The analysis explored the aspects of social tagging in terms of communication, sharing and collaboration in digital archives. Based on the analysis and reviews, it developed the model of social tagging for user participation and interaction in digital archives. The study proposed the application of open and game platforms for promoting active engagement of users in digital archives through social tagging.

An Effect of CSR Engagement on Brand Image in the Food Service Industry (푸드서비스 산업에서 CSR의 참여 효과가 브랜드 이미지에 미치는 영향)

  • Xue, Jiyu;Kim, Changsik;Ham, Sunny
    • Journal of the Korea Society of Digital Industry and Information Management
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    • v.15 no.1
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    • pp.157-172
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    • 2019
  • The purpose of this study was to explore the moderating effect of food safety scandals on the relationship between food company's Corporate Social Responsibility(CSR) engagement at different levels and brand image in the Chinese dairy company context. In addition, this study also examined the mediating effect of brand image on CSR engagement and consumer loyalty. The study adopted a $2{\times}2$ between-subjects experimental design using scenarios. Four scenarios provided a mixed combination of yes or no cases for food safety scandal, and high or low cases for a dairy company's CSR engagement. In this study, survey was used to collect data from Chinese consumers. Of these, 377 valid data were collected from a sample of average Chinese consumers over the age of 20, collected through the internet. The results show that CSR engagement at different levels has a significant effect on brand image and food safety scandal has a significant moderating effect on the relationship between the two. This study expanded the previous study on the sensitivity of consumers to CSR activities in eastern China. At the same time, according to the results of the study, different CSR engagement of food enterprises does have a significant impact on brand image and consumer loyalty. In particular, high CSR engagement reduces negative impact on brand image through the moderating effect of food safety scandals. Therefore, for food business managers, actively participate in CSR activities, and actively enhance the engagement has a significant influence on the management of brand image.

Analysis of the Impact of votes on Political involvement, Candidates attitude, Policy support and Voters variables in the Engagement attributes Focus on the campaign of 18th Presidential Election in 2012 (인게이지먼트 속성에서 정치관여도, 후보자태도, 정책 지지도와 유권자의 변수가 득표에 미치는 영향 분석 -2012년 제 18대 대통령선거에서 나타난 정치캠페인을 중심으로)

  • Kim, Man-Ki
    • Journal of Digital Convergence
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    • v.13 no.3
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    • pp.49-54
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    • 2015
  • This study carried out a survey targeting sample of 609 audience panel voters of 15 regions including Seoul during the campaign period of Korean presidential election on December 19, 2012. It was analyzed that how the attitude to the candidate, the support to the policy and the voters'variables affected the vote-getting in the engagement attributes. The analysis shows that high participation of the engagement attributes does not always mean that the political candidate is satisfactory at the political campaign. The fact that high engagement attribute does not always affect the other attributes is interpreted that engagement attributes do not have correlation at the political campaign. And the candidate should approach the voters more carefully as there are differences among the engagement attributes in the attitude to the candidate and the support to the policy. In the engagement attributes, voters show little difference according to gender, region, income and marriage but show much difference according to age and education level. So it will be a principal index in the future political campaign.

Mediated effect of job engagement in relationship between positive psychological capital and turnover intention of the event worker (이벤트업 종사원의 긍정심리자본과 이직의도간의 관계에서 직무열의의 매개효과)

  • Jung, Ha-Gon
    • Journal of Digital Convergence
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    • v.16 no.11
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    • pp.553-560
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    • 2018
  • The purpose of this study is to investigate whether the job engagement mediates relationship between positive psychological capital and turnover intention in the event worker. For it, a questionnaire survey is performed for 394 participants consisted of male and female living in BUSAN. Their age is from 20 to 50. Afterwards, the collected data is analyzed using the regression analysis. Positive psychological capital is significantly positive to the job engagement. Meanwhile, positive psychological capital is significantly negative to the turnover intention. Likewise, job engagement is significantly negative to the level of turnover intention. Also, job engagement partially mediated relationship between positive psychological capital and turnover intention. Therefore, this study suggests that it will be developed the mediation program that improves both work environment and positive psychological capital to increase job engagement as well as reduce turnover intention in the event worker.

An Empirical Study on the Relationship Between Transformational Leadership and Employee Creativity: Mediating Role of Perception of Meaning in Work and Work Engagement (변혁적 리더십이 직장인 창의성에 미치는 영향: 일의 의미와 일 몰입의 매개효과를 중심으로)

  • Mu, Hong-Lei;Lee, Young-Chan;Duan, Changqing
    • Journal of Digital Convergence
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    • v.16 no.8
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    • pp.117-128
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    • 2018
  • China's rapid economic growth is continuous but the country still has a long way to become a center for creativity. Leaders have no idea how to encourage their employees to work more efficiently in Chinese companies. Meanwhile the majority of employees are not fully engaged in their work, sometimes they think their work is not meaningful. The purpose of this study is to explore the relationship between transformational leadership and employee creativity, through perceptions of meaning in work and work engagement among employees working in XunLei Networking Technology Corporation. 140 valid data were collected and were analysed using SPSS and AMOS. Results showed that transformational leadership has a positive and significant influence on meaning in work and work engagement. Meaning in work has a significant effect on work engagement, and work engagement has a significant influence on employee creativity. This study provides both academic and practical implications about transformational leadership and employee creativity through meaning in work and work engagement.

A study on correlation between media engagement and brand attachment, brand loyalty in an digital environment: Hierarchical Mediated regression analysis of Brand Relations Affect (디지털환경에서 매체몰입이 브랜드 애착과 브랜드충성도에 미치는 영향: 브랜드 관계감정의 계층적 매개효과 분석)

  • Choo, Mi-ae
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.19 no.12
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    • pp.3003-3010
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    • 2015
  • In this study, consumer to use digital media is investigated on media engagement, Brand Attachment, Brand Relations Affect and Brand Loyalty of relation. also analyzing the mediating effect of brand relations affect and brand influence in the relationship between media engagement and brand attachment step has its purpose. Data analysis result showed that media engagement is significant effect on Brand Relations Affect and Brand Attachment, Brand relations Affect and Brand Attachment is significantly effected on the brand loyalty. And mediating Effect of brand Relation Affect was investigated by adjusting role between media engagement and brand attachment. Media engagement and brand relations, the influence of the brand attachment, brand relations affect has a greater effect.