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정혜욱(주저자) ( Chung Hyeuk ),정혜욱(교신저자) ( Chung Hyeuk ) 디자인융복합학회 2017 디자인융복합연구 Vol.16 No.1
Despite the growing practical interest regarding brand communication by use of BMA which has been recommended based on successful cases expecially done in the US market, thus generating a lack of empirical research focused on the continuous use of BMA. By validating the mediation effect of BMA`s continuous use in the setting of the relationship between the antecedents of BMA and Customer/Brand Engagement, I address the identified literature gap. For research methodology, SEM(Structural Equation Modeling) was examined and analyzed by M-Plus 7 and SPSS 21.0. The results show the antecedents of BMA have a positive impact on both continuous use of BMA and Consumer`s Brand Engagement(CBE). But, the mediating effect of BMA on continuous use is revealed to be somewhat negative towards CBE. According to in-depth interviews conducted to reveal the cause of quantitative research, HappyPoint as the most popular BMA is only implementing the simple purchase promotion strategy such as brand integration and point accumulation, which tells why the mediating effect was not positive. Starbucks, on the other hand, has been successful in building brand engagement and interaction with customers through consumer-oriented content strategies. In conclusion, it is necessary to approach by means of media ecological perspective for the branded mobile app to be truly successful before looking at BMA as a new tool and strategy for marketing communication. It implies that the Brand`s unique identity and vision should be implemented through BMA to sustain communication with keep-changing social habitus.
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인스타그램 유저들의 예외적 해시태그(hashtag) 이용 행태 연구
김정인(주저자) ( Jungin Kim ),정혜욱(교신저자) ( Hyeuk Chung ) 디자인융복합학회 2016 디자인융복합연구 Vol.15 No.2
While hashtags have been used as bookmarks of contents which link with similar topics by clustering information in Twitter, their roles and functions in Instagram have been modified by users. This article investigates the unexpected usages of hashtag users`` in Instagram and examine their implicit points. Empirical findings revealed that both increasing numbers of followers and making high frequency of contents`` exposure are users`` main purposes of using hashtags along with informative hashtags and meme hashtags drawn from literature reviews. It is regarded as these basic usages of hashtags not only grew from a basic human need to express one``s identity and self-consciousness but also have functioned as basic component of social media. Another but mostly emphasized finding of the unexpected usage of hashtags is the form of language pun consisting of users`` arbitrary folksonomy and feedbacks with polysemy. Emphasis is on the fact that users are becoming more active prosumers who are able to pursue the value in the social network space where they can enjoy emotional flow and challenges as well. In conclusion, the unexpected usages of hashtags in Instagram imply the potential of possibility to be further developed as more participatory space besides the active users`` voluntary modification according to their intention.
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