전체 제목 저자 출처 학회/발행처
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.
BTS from “N.O” to “ON” and BEyond: Innovation in Effective Mental Health Messaging and Modelling | 2021.02.23
기타 | 한국마케팅연구 (한국마케팅학회)
Over seven years, BTS have organically embedded consistent mental health messaging and modelling of various mental health modalities, representing innovation within mental health discourse, within and outside the pop and K-pop culture and fandom. Their personal and artistic journeys have resulted in songs, imagery, and relationship dynamics within the group and within and between their fans ARMY, that organically model behaviours associated with mental health therapeutic modalities and normalize the discussion of mental health and well-being. This practice is vitally important in the effort to end stigma and encourage mental health well-being and recovery. BTS’s authenticity establishes empathy with their audience ARMY and increases their ability to deliver these messages effectively. This includes fostering the creation of a peer support community within the group that extends to their fanbase ARMY, and from which fan-created mental health programs have emerged. BTS’s innovation will be explored by examining content creation throughout their career, illustrating their consistent and organic messaging, culminating in overt and conscious mental health content in their latest album BE, which was released three weeks after the initial paper was presented, and provides proof of concept.
Connect, BTS: An Example of Innovative Transmedia Branding To Rethink Spatiality and Meaning-making | 2021.02.23
기타 | 한국마케팅연구 (한국마케팅학회)
This case study research analyzes the cross-artistic project Connect, BTS and its relationship to transmedia branding, meaning-making and spatiality. After an overview of the argument and a section on methodology, the reader will find the analysis of the case study. Thanks to the use of a qualitative approach, this examination of Connect, BTS unveils the ways in which this initiative becomes a location that allows a reconceptualization of space that fosters plurality, exchange, and subjectivity. Connect, BTS unites seemingly incompatible fields under one project, favoring the co-creation of meanings among different artists, BTS, ARMY (the group’s fans), business partners and viewers. This process has been investigated through content analysis, exploring Connect, BTS’s transmedia strategies from branding to storytelling, to evaluate their efficacy in regard to brand identity, brand experience, and brand trust. The paper will also explore the variety of layers and spatial dimensions contained in Connect, BTS, which flow from art to the music industry, material and digital space, various market sectors and media. In light of this, Connect, BTS embraces a galaxy of separate semantic units into an extended liminal continuum that does not discount difference.
플랫폼 데이터 생태계에서 데이터 격차 : 디지털 불평등을 넘어 | 2021.02.09
기타 | 한국언론학회 (한국언론학회)
본 연구는 플랫폼 데이터 생태계에서 플랫폼 데이터 생산구조와 데이터 거래구조를 분석하면서 플랫폼 데이터 집중으로 야기될 격차를 검토하였다. 데이터의 자원화와 플랫폼과 데이터의 압축적 확장으로 플랫폼 데이터 빈자와 부자의 구조적인 불평등이 발생할 수 있는데, 본 논문은 플랫폼의 데이터 생성에 따른 데이터 접근격차, 데이터 통제격차와 이용자 간의 데이터 표현격차를 제시하였다. 능동적인 이용자의 데이터 표현과 수동적인 데이터 표현이 데이터의 재현으로 인한 편향적 정보생산의 문제를 지적하였다. 플랫폼 데이터 생태계의 네트워크 효과로 인해 데이터 접근과 통제, 표현의 격차는 편익과 위험의 두 상반된 측면에서 성과와 불평등을 야기하기 때문에 데이터 주권 교육의 큰 틀에서 데이터 리터러시 전략을 구상하도록 제안한다. This study reviewed the divide that would be caused by platform data concentration in the platform data ecosystem, reviewing the analysis of platform data production structure and data transaction structure. With the resourceization of data and the compress or expand the stack of platform and data, the rich and poor of platform data can occur and it causes structural inequality. This paper presented the data access gap, data control gap according to the platform"s data production. It also pointed out the problem of information bias reproduced by the data representation divide between users. It is proposed to devise a data literacy strategy from a large framework of data sovereignty, as the network effect of the platform data ecosystem causes performance and inequality in both aspects of benefits and risks.
사회경제적 불평등 사회에서 한국 언론학 연구의 경향 | 2021.02.09
기타 | 한국언론학회 (한국언론학회)
이 논문은 우리나라의 언론학 연구의 빈곤에 대한 인식과 개념의 관념성을 비판하고 학술적 실천을 탐색하기 위하여 첫째, 한국 사회에서의 빈곤과 불평등의 양상과 특성을 파악하고 둘째, 경제적 불평등에 처한 개인과 공동체의 커뮤니케이션 환경의 실제 사례들을 살펴보고, 셋째, 언론학이 분석하고 이해하는 빈곤의 정치커뮤니케이션 과정과 목표의 문제들 및 연구 방식의 한계를 논의하며, 마지막으로 이를 바탕으로 빈곤과 불평등의 커뮤니케이션 환경과 실천을 극복하기 위한 연구와 논의를 위해 무엇을 어떻게 해야 할 것인지에 대해 논의하였다. 연구 결과, 우선, 한국 언론학은 사회 및 경제학이 상대적으로 소홀히 다루어온 미디어, 참여, 그리고 커뮤니케이션 결핍에 대한 체계적인 분석을 진행해 오고 있었다. 이는 빈곤과 불평등에 대한 사회정치적 그리고 문화적 의미를 확장시켜주고 있다는 의의를 가지고 있으나 뚜렷한 한계 역시 보여주고 있다. 분석에 의하면 한국 언론학은 빈곤과 불평등에 대한 네 가지 유형화 중에서 〈Type III〉 “관념적 유형”에 다수의 연구가 분포되어 있어 보인다. 이러한 연구 결과를 바탕으로 향후 언론학의 방향성에 대해 논의하고자 하였다. This study is conducted in order to criticique about the ways Journalism studies conceive deprivation and to problematize the abstractness about inequality through which to explore alternative academic practices. To meet this research purpose, first, we try to understand the patterns and characteristics of poverty and inequality in Korea, and second, to identify concrete examples to discuss actual realities of communication environment of derived individuals and communities, and third, to discusses the limitations of the Journalism studies, and finally, based on this, we intend to discuss the future agendas of Journalism studies in Korea on this matter. Based on the analysis, we found that Korean journalism studies have been broadly established and expanded into a systematic research area by discovering the meaning and impact of communication elements and activities that the existing socio-economic poverty and inequality studies have not captured and theorized. This has significance that it expands the socio-political and cultural significance of poverty and inequality, but it also shows clear limitations. According to the analysis, Korean journalism seems to have distributed a number of studies in 〈Type III〉 “Ambiguous ideological type” among the four types of poverty and insecurity. Based on these findings, I tried to discuss the future direction of journalism.
자료 제공처