• Title/Summary/Keyword: Online PR

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Research on how to promote fashion brands in the e-commerce era - Focusing on the work of a fashion PR agency - (e-커머스 시대 패션브랜드 홍보 방법에 관한 연구 - 패션홍보대행사 업무를 중심으로 -)

  • Song Ae Park
    • Journal of the Korea Fashion and Costume Design Association
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    • v.25 no.2
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    • pp.17-29
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    • 2023
  • The digital environment, which has been rapidly developing since the beginning of the 21st century, has become more specific due to COVID-19, and marketing strategies are rapidly changing to suit purchasing activities of Generation MZ, whose online purchases are becoming the center of their lives. A public relations agency is generally responsible for all aspects of making a client's product or service visible to the public through various forms of media. Among them, a company that performs only fashion-related tasks is called a "fashion PR agency". Now, the fashion industry is also centered on the e-commerce environment, and various digital marketing strategies have been developed and directly related to sales. This study examined the current status of online media and digital marketing, analyzes the aspects of fashion brand promotion strategies and methods in the e-commerce era, focusing on the work of fashion PR agencies, and suggests the direction of new online and offline promotion methods based on marketing and technological aspects. As a result of the study, first, theories on strategies for online media and digital marketing were examined, and found that the amount of online promotion has recently increased and become more specialized. Second, this study examines the concept of fashion PR agencies and analyzed their main tasks through interviews with fashion PR professionals. Third, based on successful online fashion promotion cases, the study analyzed fashion promotion strategies and methods that are being integrated online and offline in the e-commerce era. The main methods included SNS strategy, content strategy, performance strategy, influencer strategy, and event strategy, and it is suggested that integrated management is necessary for consistent brand image management, and an IMC (Integrated Marketing Communication) strategy, which intensively manages all strategies, should be employed.

Control Architecture for Implementing Intelligent Non-Player Characters in Online Computer Games (온라인 컴퓨터 게임에서 지능형 NPC 구현을 위한 제어구조)

  • 이경록;김인철;이재호
    • Proceedings of the Korean Information Science Society Conference
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    • 2002.04b
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    • pp.277-279
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    • 2002
  • 본 논문에서는 온라인 컴퓨터 게임에서 지능형 NPC가 수행할 수 있는 역할과 이러한 지능형 NPC를 구현하기 위해 요구되는 제어구조의 특성을 살펴본다. 그리고 종래에 사용되던 NPC 제어 방법들과 이들이 갖는 문제점들을 살펴보고 새로운 대안으로서 NPC 제어를 위해 UH-PRS의 적용을 제안한다. 따라서 본 논문에서는 UM-PRS에 대한 간략한 소개와 NPC 제어구조에 적합한 UM-PRS의 특성을 설명한다. 또 본 논문에서는 대표적인 롤플레잉(role-playing) 게임인 Ultima Online에 서 개발중인 Umtimabot의 설계를 통해 U7-PRS의 적용가능성과 효과를 알아본다.

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Evaluation and Analysis of Online Public Relation Activities in University Archives: Focusing on the Websites (국내 대학기록관의 온라인 홍보 활동 분석 및 평가 - 웹사이트를 중심으로 -)

  • Kim, Eun Jin;Koo, Joung Hwa
    • Journal of the Korean Society for Library and Information Science
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    • v.54 no.4
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    • pp.283-315
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    • 2020
  • The purpose of the research is to evaluate the current online PR activities focused on the websites of university archives. To achieve the goal, the research developed the indicators to assess online PR activities by synthesizing both the factors derived from the basic components and concepts of PRs at university archives and the existing indexes for evaluating the online PRs of related cultural organizations such as libraries, museums, archives, and non-profit organizations. The research found that most university archives did not have promotional activities positively because there was lack of archival information services development. Even if there were some archival information services, they were not actively publicizing the facts. On the basis of the results, the research suggested the alternatives to improve online PR activities and follow-up research topics to supplement limitations of the research.

The Impact of Video Quality and Image Size on the Effectiveness of Online Video Advertising on YouTube

  • Moon, Jang Ho
    • International Journal of Contents
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    • v.10 no.4
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    • pp.23-29
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    • 2014
  • Online video advertising is now an increasingly important tool for marketers to reach and connect with their consumers. The purpose of this study was to empirically investigate the impact of video format on online video advertising. More specifically, this study aimed to explore whether online video quality and image size influences viewer responses toward online video advertising. By conducting an experimental study on YouTube, the results suggested that enhanced video quality of online advertising may have an important impact on effectiveness of the advertising, and the concept of presence is a key to understanding the effects of enhanced video quality in online advertising.

Applications and PR policy Use of Policy Customer Relationship Management (PCRM): PCRM PR Status and Improvement (정부 부처 정책고객서비스의 적용사례와 PR 활용방안: PCRM PR 현황 및 개선방안)

  • Woo, Chong-Moo;Kim, Man-Ki
    • Journal of Digital Convergence
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    • v.13 no.4
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    • pp.1-7
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    • 2015
  • Policy Customer Relationship Management(PCRM) is a customer relationship management of public institution. Most of public servants at the 37 government ministries, however, has used PCRM as a simple tool for email service and online survey. This study shows government officials should understand the fact that PCRM is not a tool but a management system for general public; and utilize PCRM in each and every government PR practices. When using the PCRM indispensable to be shared with the PR of public sector, PCRM PR will be activated. The study also furnish various strategies and tactics for government PCRM PR.

The Relationship between Offline Trust and Online Transaction in Internet Banking (인터넷 뱅킹에서 오프라인 신뢰와 온라인 거래의 관계)

  • Lee, Woong-Kyu
    • Asia pacific journal of information systems
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    • v.17 no.2
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    • pp.29-47
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    • 2007
  • Owing to the rapid growth of using the Internet, not only click-and-mortar companies but also brick-and-mortar ones have been expanding their distribution channels into online, Moreover, since online channels are more attractive than offline ones in control and maintenance, switching customers into online ones is emerged as one of very important managerial issues in a view of reduction of cost as well as expansion of services. However, the switched customers should be faced by uncertainties which could not have been experienced in offline. Specifically, in online channels, buyers and sellers are separated temporally and spacially and there are always so many kinds of threat for security as well as not enough systems and conventions for them yet. Therefore, trust has been considered as one of the most critical mechanisms for resolution of such uncertainties in online transactions. However, it is not easy to build and maintain the relationships in online since most of them are virtual and indirect generally. Therefore, in order to switch offline customers into online ones, it is very important to make strategies based on identification of the relationship between online transaction and offline trust which has been built in offline business. Generally offline trust, which has been built independent of online, could not include trust for online-dependent activities such as payment security during or after transactions, while most of online trust include it. Therefore, a customer with high offline trust does not always perceive high security and assure safe transactions. Accordingly, while online trust, where technical capabilities for online security is one of main bases, includes control trust implicitly or explicitly, offline trust does not. However. in spite of such clear discrimination and independence between offline trust and perceived security, there can be the significant dependency between these two beliefs. The customers with high offline trust believe that the company would do some activities for online security for customers' safe transactions since it has been believed of doing well for customers' trust. Theoretically, users' perception of security is interpreted as a kind of control trus, which is trust for company's technical control capacities in order to resolve technical uncertainties in online. Therefore, the relationship between two beliefs can be considered as transference from offline trust to another type trust. that is, control trust. The objective of this study is to analyze the effect of offline trust on online transaction uses mediated by perceived security. For this purpose, we suggest a research model based on technology acceptance model (TAM). Reuse intention is adopted as a dependent variable and TAM is modified by adding perceived risk (PR) as well as two beliefs of using Internet banking, perceived usefulness (PU) and perceived ease of use (PEOU). Moreover, perceive security (PS) is adopted as an external variable for PR and PU, while offline trust (OT) is an antecedent of PS. For an empirical test, sampling from 108 visitors to the banks in Daegu, Korea, we analyze our model by partial least square (PLS) approach. In result, our model is shown to explain 51.4% of the variance in reuse intention and all hypothesis are supported statistically. A theoretical implication of this study is to identify a role of PS between offline trust and reuse intention of using online transaction services. According to our result, PS can be considered as a mediation variable for bridging between two different concepts: trust that explains social aspects of customers and companies, and TAM that explains customers' reuse intention.

Active Damping of LLCL Filters Using PR Control for Grid-Connected Three-Level T-Type Converters

  • Alemi, Payam;Jeong, Seon-Yeong;Lee, Dong-Choon
    • Journal of Power Electronics
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    • v.15 no.3
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    • pp.786-795
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    • 2015
  • In this paper, an active damping control scheme for LLCL filters based on the PR (proportional-resonant) regulator is proposed for grid-connected three-level T-type PWM converter systems. The PR controller gives an infinite gain at the resonance frequency. As a result, the oscillation can be suppressed at that frequency. In order to improve the stability of the system in the case of grid impedance variations, online grid impedance estimation is applied. Simulation and experimental results have verified the effectiveness of the proposed scheme for three-phase T-type AC/DC PWM converters.

Study about PR-VEP Characteristics on Perception Function and Judgement Function of MBTI (MBTI의 인식기능(S/N), 판단기능(T/F)에 대한 PR-VEP 특성연구)

  • Seol, Jee-Yong;Park, Pyong-Woon
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.16 no.8
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    • pp.5485-5491
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    • 2015
  • The purpose of this study is to investigate PR-VEP characteristics on the perception function(S/N) and the judgement function(T/F) of MBTI. The 136 study participants, over 20 years old adults, were examined by PR-VEP and MBTI test for two months in July and August in 2013. PR-VEP was conducted in O1 and O2 by 32 channels EEG system and MBTI test was measured by Form-M online. We found that the time interval(Duration) between N75 and P100 of PR-VEP was 5.49 ms significantly shorter in the group preferring S indicator. And the latency until N75 was 4.83 ms significantly shorter in O1 and 4.27 ms shorter in O2 in the group preferring F indicator. According to these, the characteristics of groups preferring S and F indicator have influence on visual cognitive function, which is meaningful that the interpretation of brain-science can be used with recognition/judgement function of MBTI.

Online Advertising Contents of Eastern Cultural Values and Western Cultural Values: Comparison between Age and Gender (동양 문화가치관과 서양 문화가치관 표현: 온라인 광고에 대한 연령별, 성별 차이에 대한 비교 연구)

  • Han, Sangpil;Yu, Seung-Yeob
    • Journal of Digital Convergence
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    • v.17 no.6
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    • pp.69-75
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    • 2019
  • The purpose of this study was to examine the effects of age and gender on Eastern and Western cultural values imbedded in online advertising. This study conducted a survey of 180 men and women ages between 10s and 60s who lived in Seoul, Korea. They responded the acceptance degree of six online advertising emphasized three Korean traditional values and three Modern values. Research hypotheses of this study were the acceptance of cultural values in online advertising is different between ages, but similar between gender. The hypotheses were supported as the previous studies. Findings suggest several theoretical and practical implications that convergence between modern and traditional values is a more important variable to study in the research of online advertising.

Study on the policy literacy of the Republic of Korea regarding nuclear and new-renewable energy

  • Im, Eunok;Kim, Ju Kyong;Woo, Seung Min
    • Nuclear Engineering and Technology
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    • v.54 no.2
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    • pp.741-748
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    • 2022
  • Policy literacy plays a critical role in enhancing deliberative communication among the public, policymakers, and experts. It also helps develop a positive view of policy by the public, which facilitates public acceptance. Despite its importance, however, policy literacy has received little attention in energy policy practice. Therefore, this study explores factors affecting the public's understanding and knowledge (i.e., policy literacy) of nuclear and new-renewable energy policies. Accordingly, we analyzed data from an online survey of 790 laypeople in Korea. Specifically, we examined the effects of trust, transparency, and policy public relations (PR) on the policy literacy of the public regarding the two alternative energy sources. The analysis revealed that people showed higher policy literacy about the alternative sources when provided with more transparent information and exposed to more policy PR activities. However, we found that trust in energy plant operators played a negligible role in improving policy literacy for both energy sources. Based on these findings, we developed some policy suggestions to secure the energy policy literacy of the public.