The Brand Personality Effect

Ruth Angelie B. Cruz(루스 안젤리 크루즈),Hong Joo Lee(이홍주) 한국지능정보시스템학회 2014 지능정보연구 Vol.20 No.1

새로운 기술의 활용은 고객과의 관계를 맺기위한 기업들의 마케팅 전략을 변모시켜왔다. 새로운 기술 중에서 소셜 미디어는 기업들이 온라인 고객들에게 다가가기 위한 도구이며, 유명한 소셜 미디어 사이트 중의 하나는 마이크로 블로깅 플랫폼인 트위터이다. 매일 5억건이상의 트윗이 발생하기때문에 연구자들에게는 풍부한 데이터의 원천이며, 기업들에겐 매력적인 마케팅 채널이다. 그럼에도 불구하고 효과적인 트위터 활용전략을 수립하는 것이 어려우며, 이는 적절한 트위터 활용에 대한 이론적인 또는 실증적인 검증이 이루어지지 않았기 때문이다. 본 연구는 기업들이 마케팅 채널로서의 트위터를 어떻게 효과적으로 활용할 수 있는지에 대한 실증적인 근거를 브랜드 개성과 브랜드 관여를 중심으로 연구하여 제공하고자 한다. 본 연구는 Aaker의 브랜드 개성에 대한 연구에서 제시한 브랜드 개성 척도를 활용하여 트위터 메시지가 브랜드 개성을 띄고 있는지와 이에 따른 고객들의 참여와 반응을 분석하고자 한다. 또한, 제품의 관여도에 따라서 조절효과가 존재하는지도 분석하였다. 23개 브랜드의 8주간의 트위터 계정의 포스팅을 수집하였으며, 오피니언 마이닝을 통하여 연구 가설을 검증하였다. 구체적인 본 연구의 목적은 첫째로 마케팅 연구에서 제시된 브랜드 개성의 개념이 소셜 미디어인 트위터에도 적용이 가능한지 분석하는 것이다. 둘째는 오프라인 브랜드 개성과 온라인 브랜드 개성간의 일치여부와 소셜 미디어 브랜드 커뮤니티의 활성화간의 관계를 밝히고자 한다. 마지막으로, 제품의 관여도에 따라 온라인/오프라인 브랜드 개성의 일치도가 조절효과를 갖는지를 분석하고자 한다. The use of new technology greatly shapes the marketing strategies used by companies to engage their consumers. Among these new technologies, social media is used to reach out to the organization’s audience online. One of the most popular social media channels to date is the microblogging platform Twitter. With 500 million tweets sent on average daily, the microblogging platform is definitely a rich source of data for researchers, and a lucrative marketing medium for companies. Nonetheless, one of the challenges for companies in developing an effective Twitter campaign is the limited theoretical and empirical evidence on the proper organizational usage of Twitter despite its potential advantages for a firm’s external communications. The current study aims to provide empirical evidence on how firms can utilize Twitter effectively in their marketing communications using the association between brand personality and brand engagement that several branding researchers propose. The study extends Aaker’s previous empirical work on brand personality by applying the Brand Personality Scale to explore whether Twitter brand communities convey distinctive brand personalities online and its influence on the communities’ level or intensity of consumer engagement and sentiment quality. Moreover, the moderating effect of the product involvement construct in consumer engagement is also measured. By collecting data for a period of eight weeks using the publicly available Twitter application programming interface (API) from 23 accounts of Twitter-verified business-to-consumer (B2C) brands, we analyze the validity of the paper’s hypothesis by using computerized content analysis and opinion mining. The studyis the first to compare Twitter marketing across organizations using the brand personality concept. It demonstrates a potential basis for Twitter strategies and discusses the benefits of these strategies, thus providing a framework of analysis for Twitter practice and strategic direction for companies developing their use of Twitter to communicate with their followers on this social media platform. This study has four specific research objectives. The first objective is to examine the applicability of brand personality dimensions used in marketing research to online brand communities on Twitter. The second is to establish a connection between the congruence of offline and online brand personalities in building a successful social media brand community. Third, we test the moderating effect of product involvement in the effect of brand personality on brand community engagement. Lastly, we investigate the sentiment quality of consumer messages to the firms that succeed in communicating their brands’ personalities on Twitter.

Opening the Nation: Leveraging Open Data to Create New Business and Provide Services

( Ruth Angelie B. Cruz ),이홍주 ( Hong Joo Lee ) 한국지식경영학회 2015 지식경영연구 Vol.16 No.4

Opening government data has been one of the main goals of nations building their e-government structures. Nonetheless, more than publishing government data for public viewing, the bigger concern right now is promoting the use change to “and proving the usefulness of available public data”. In order to do this, governments must be able to, not only publicize data but more so, publish the kind of data usable to infomediaries and developers in order to create new products and services for citizens. This research investigates 30 open data use cases of South Korea as listed in Data.go.kr. This study aims to contribute to a better understanding of open datasets utilization in a technologically-advanced and well-developed nation and hopefully provide some useful insights on how open data is currently being used, how it is opening up new business, and more importantly, how it is contributing to the civic society by providing services to the public.

Exploratory Study on the Impacts of Handle Vibration on the Hand and Forearm

Josefa Angelie Revilla,Ping Yeap Loh,Satoshi Muraki 대한산업공학회 2019 Industrial Engineeering & Management Systems Vol.18 No.4

This study investigated the immediate impacts of short-term handle vibration on hand functions, upper limb discomfort, and forearm muscle responses during hand grip test and task performance of seven healthy young adults. Thetask was to grip the handlebar for 5 minutes with 50% perceived strength under two conditions: with handle vibration(HV) and without handle vibration (NHV). Activities of forearm muscles namely flexor carpi radialis (FCR), flexor ofthe fingers (FF), flexor carpi ulnaris (FCU), and extensor digitorum (ED) were recorded using surface electromyography (EMG), while post-task hand tests for finger dexterity, strength, and sensibility were also measured. These fingerfunctions as well as muscle responses did not differ significantly between HV and NHV. The lacking effects might beassociated to the inconsistencies on grip force during task, perhaps participants let go of the handle during the latterpart. Meanwhile, perceived discomfort on the shoulder was significantly higher after HV than NHV and activity ofFCR, FF, and ED during maximal grip test were significantly different (p < 0.05) as well. Specifically, muscle activities were lower by 12-15% after HV than NHV, indicating that HV might have influenced the ability to grip hardly. Inconclusion, maximal grip test and discomfort rating can be a predictive parameter to determine the instantaneous effects of handle vibration.

Influences of Sentiments on Useful Votes for Customer Reviews with Count Based Review Usefulness Index

Ruth Angelie Cruz,Hong Joo Lee 한국지능정보시스템학회 2015 한국지능정보시스템학회 학술대회논문집 Vol.2015 No.11

Opening the Nation: Leveraging Open Data to Create New Business and Provide Services

Ruth Angelie B. Cruz,Hong Joo Lee 한국경영정보학회 2015 한국경영정보학회 학술대회논문집 Vol.2015 No.8

A Socio-Technical Model for Open Government Data Research

Ruth Angelie B. Cruz,Hong Joo Lee 한국경영정보학회 2016 Asia Pacific Journal of Information Systems Vol.26 No.3

The Brand Personality Effect

Ruth Angelie B. Cruz,Hong Joo Lee 한국지능정보시스템학회 2013 한국지능정보시스템학회 학술대회논문집 Vol.2013 No.11

This study extends previous empirical work on brand personality by applying the brand personality concept in exploring whether Twitter brand communities convey distinctive brand personalities online vis-a-vis their offline brand personality and its influence on the communities’ level or intensity of consumer engagement and sentiment quality. Moreover, the moderating effect of the product involvement construct in consumer engagement is also measured. By collecting data in a period of eight weeks using the publicly available Twitter application programming interface(API) from 22 accounts of Twitter-verified business-to-consumer (B2C) brands, the researcher analyzes the validity of the paper’s hypothesis by using computerized content analysis. The paper is the first to compare Twitter marketing across organizations using the brand personality concept. It demonstrates a potential basis for Twitter strategies and discusses the advantages and disadvantages of these strategies thus providing a framework of analysis of Twitter practice, and strategic direction for companies developing their use of Twitter to communicate with their consumers.

A Socio-Technical Model for Open Government Data Research

Cruza, Ruth Angelie B.,Lee, Hong Joo The Korea Society of Management Information System 2016 Asia Pacific Journal of Information Systems Vol.26 No.3

National and local governments around the world have been allowing access to administrative data to increase transparency, motivate civic engagement of citizens, and improve collaboration between the public and the government. This study reviews and classifies existing literature on open government data (OGD). To create a structure to organize the existing studies, the researchers devised a framework based on socio-technical theory and summarized the significance of studies along four major points: (1) readiness, (2) implementation, (3) emerging effects, and (4) actors of open data. Studies in OGD have been growing steadily in the recent years because of the rapid development of adoptable technologies that have enabled easier access to government data. Nonetheless, an examination of existing research not only shows a disparity in research and development of OGD across countries in the Open Government partnership program but also reveals pertinent issues that have arisen in different stages of the OGD initiative. The growing number of studies and expanding body of knowledge show the importance of organizing existing literature. This step is timely and significant to map out the current breadth and depth of OGD research. According to existing research, current open governments fall short in encouraging citizen participation and collaborations among citizens and the government. This study pointed out how studies on OGD actors might be the reason as well as the solution to existing findings. This paper aims to provide a framework for organizing OGD studies, present the status of OGD research, and provide recommendations on current gaps that must be addressed.

WBC Analysis Through Image Processing

Christine D. Bandalan,Randy G. Alegre,Angelie C. Allego,Paolo Francisco E. Alonso,Daniel L. Balagosa,Rodrigo C. Talingting Jr 대한전자공학회 2010 ICEIC:International Conference on Electronics, Inf Vol.1 No.1

This study aims to develop a simple, cost effective and efficient neutrophil, lymphocyte and monocyte counter using image processing techniques. To achieve this, a microscope, with a CCD camera mounted on it, is interfaced with the system. The camera provides the live feed from the microscope which is the source of still images that are subjected to the software for assessment. OpenCV library is used in the image processing techniques. The process has two main modules ? cell detection and cell matching. In cell detection, the region of interest (ROI) is extracted and undergoes image matching by means of histogram method. Matching module is subdivided into three ? neutrophil matching, lymphocyte matching and monocyte matching. The result of the matching process is the classification of the detected cell which can be neutrophil, lymphocyte, monocyte or unclassified. Additionally, the total number of neutrophils, lymphocytes and monocytes including unclassified cells found per image and on all images are given.

Development of an Ergonomically-Programmed Keyboard Layout for English, Tagalog, and Taglish Languages using Python Software

Angelica Louise P. San Juan,Josefa Angelie D. Revilla,Angelo C. Ani,Clarissa M. Pesigan,Alan Marco S. Mercado 대한산업공학회 2022 Industrial Engineeering & Management Systems Vol.21 No.4

The use of computers, especially for school-works or office-related activities, has been vital in recent years. Nowa-days, in the Philippines, English and Tagalog languages are alternately used for formal writing, while Taglish is often used for informal writing. Either means of type-written communication is highly dependent on the use of computer keyboards. The most used keyboard layout today is the QWERTY layout, which based on previous studies, was not designed ergonomically. Hence, this study aims to develop ergonomic keyboard layouts that are more fit than the QWERTY layout, in terms of utilizing finger strength and encouraging finger and hand alternation, for typing in Eng-lish, Tagalog, and Taglish. The keyboard layouts were developed with the use of Python programming language. The layouts were developed considering factors such as finger strength, finger alternation, and hand alternation and were evaluated using the Text Analysis (TA) points computed based on the previously-mentioned factors and the distance travelled by each finger. Of the 12 proposed layouts, layouts 2 and 4 ease hand movement when typing English, Ta-galog, and Taglish words as compared to the QWERTY keyboard layout.