CAN YOU COUNT ON WHAT FACEBOOK FRIENDS SAY? THE EFFECT OF SOCIAL IDENTITY THREAT ON EWOM EVALUATION

Yaeri Kim,Yookyung Park,Youseok Lee,Kiwan Park 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Based on the collaborative and social characteristics, social networking services (SNSs) are growing platforms for consumer-to-consumer conversation including electronic word-of-mouth (eWOM). eWOM is defined as ‘any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet’ (Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004, p.39). Despite its academic and managerial significance, several preliminary studies have examined what determines effective eWOM in SNSs (e.g., Chu & Kim, 2011; Teng, Khong, Goh, & Chong, 2014). Extending these attempts, we empirically investigate what influences consumers’ evaluation of eWOM, especially on Facebook. We suggest a new perspective of focusing on the psychological stream of social identity (Tajel & Turner, 1986) which is a distinctive factor explicit on Facebook. Unlike conventional eWOM platforms like bulletin boards and online communities where the user information is limited due to anonymity or presented in restricted manner (e.g., reputation from ratings by other members) (Dou, Walden, Lee, & Lee, 2012), Facebook provides profile information about users including one’s social group membership (e.g., school, company). This implies that the perception of social identity on Facebook may influence how one evaluates the source and his/her eWOM message.

IMPACT OF ONLINE INFORMATION ON THE DIFFUSION OF MOVIES: DIFFERENCE BETWEEN THE US AND KOREAN MARKETS

Youseok Lee,Kyoung Cheon Cha,Sang-Hoon Kim 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

To lead a movie to success, managers must understand why consumers buy tickets. Some go to the movies due to trailers or movie posters, others watch movies triggered by their friends’ recommendation. Using Bass (1969)’s terms, we may categorize the former type of consumers into innovators who are influenced by external factors such as advertisements and media reports. We may label the latter type as imitators who are affected by internal factors such as word-of-mouth (WOM). Consumers in the digital era, regardless of their motivation types, easily obtain information related to movies through webpages or social networking services. Therefore, marketers should focus on how online information influence the diffusion of products. Additionally, each country has a unique cultural background, thereby resulting in different consumer behavior. Based on the prior arguments, we expect that the US movie market would show higher innovation effect and lower imitation effect compared to the Korean movie market. Opposite to the hypothesis, there are no significant differences in the innovation effect between the two markets. However, as expected, the imitation effect of US is significantly lower than that of Korea. In both markets, the advertising level and the publicizing level do not show any significant effect on the innovation effect. However, the two variables have significant and positive effect on the market potential. As predicted, the gender and the age heterogeneity of WOM are revealed to affect the imitation effect in the hypothesized direction. Product availability, measured with the number of screens, has a positive relationship with the innovation effect in the US market and with the market potential in both markets. Lastly, seasonality shows a positive association with the imitation effect in the US market and with the market potential in the Korean market. The current research tries to explore key differences in the diffusion patterns of movies between the US and Korean markets by applying Bass diffusion model. Further, this study aims to discover the factors that bring about the innovation and the imitation effects in both markets. By employing data available online, the current study could provide practical implications on how to manage information delivered through online channels.

THE LOCALIZATION EFFECT OF ONLINE ADVERTISING: AN EVIDENCE FROM THE MOVIE MARKET

Youseok Lee,Jongdae Kim,Junhee Seok 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

The decision between standardization and localization (or adaptation) of advertising strategy is crucial for the performance of product/service in foreign markets. Since the online advertising media have diluted the physical boundaries between countries, decision making related to international advertising has focused more on message strategy rather than media strategy. In this paper, the authors utilize movie poster images as a typical example of online advertising of service business. Employing image deep learning approach, the researchers calculate the level of localization and its effect on the financial performance in a foreign market. This research will expand the academic discussion in international advertising strategy and movie marketing.

THE EFFECT OF CSR NEWS REPORTS ON CUSTOMER’S PERCEPTION

Youseok Lee,Junhee Seok,Jongdae Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Even though more than half a century has passed since the concept of Corporate Social Responsibility (CSR) emerged, many people still have an interest in CSR. According to a survey, eighty-seven percent of American consumers said they would purchase a product produced by a corporation that supported at least one specific social issue. Also, more than three-quarters (76%) would refuse to buy a product if they found out the company endorsed the issue contrary to their beliefs. These numbers align with consumers’ intent to purchase or boycott based on CSR commitment. Do CSR activities affect sales? Many studies have been conducted to answer this question in the academic field, but the results have not been consistent. Some articles reported that CSR activities positively impact the firm’s various aspects, including financial performance. But other studies reported that the impact of CSR on firms’ performance is unclear or even harmful.

Reciprocal Relationship between Movies and the Movie-Themed Mobile Games

Youseok Lee(이유석),Jisu Yi(이지수),Sang-Hoon Kim(김상훈) 한국마케팅학회 2020 마케팅연구 Vol.35 No.2

최근 영화 개봉을 앞두고 영화의 스토리 라인을 기반으로 하는 모바일 게임을 출시하는 사례가 늘고 있다. 영화 기반 모바일 게임은 주로 영화의 촉진 수단으로 출시되지만 일반적인 게임에 견줄 만큼 높은 수준의 콘텐츠 경험을 제공하는 경우도 적지 않다. 본 연구에서는 영화와 영화 기반 모바일 게임의 성과 간 동태적 인과관계를 검증하고자 하였다. 43편의 영화와 영화 기반 모바일 게임의 시장 내 성과지표를 수집하여 이들 간의 상호 인과성을 상정하는 연립방정식 모형(simultaneous equations model)과 패널자기회귀모형(panel vector autoregressive model)을 수립하였다. 분석 결과, 영화 기반 모바일 게임의 다운로드 순위가 높아짐에 따라 영화 매출액이 증가하는 동시에, 영화 매출액이 증가함에 따라 영화 기반 모바일 게임의 다운로드 순위가 상승하는 것이 확인되었다. 본 연구의 결과는 영화 기반 모바일 게임이 영화의 촉진 수단을 넘어 영화의 소비 경험을 확장하는 매개체가 될 수 있음을 의미한다. 또한 영화 기반 모바일 게임을 지속적인 수익 창출 수단으로 인지하고 전략적으로 관리해야 함을 시사한다. Recently, the studios in Hollywood introduce mobile games based on the storyline of movies for promotional purposes. Among the movie-themed mobile games, not a few games have made a financial success as the box office scores of the original movie increases. Thus, managers should deal with the promotional mobile app and the target product simultaneously on the belief of reciprocal beneficial relationships between them. The current research aims to discover the mutual causation between the performance of movies and mobile games by applying a simultaneous equations model and a panel vector autoregressive model. From the results, we confirmed that an increase of mobile game ranking produces additional sales of movies while securement of distribution channels and daily seasonality are considered. Concurrently, an increase of movie revenues incurs supplementary escalation in the rank of movie-themed mobile games. If a promotional mobile game performs as an independent game, film distributor could expect additional revenue streams as well as increased awareness of movies.

PANIC OR REVENGE? MOTIVATION OF LUXURY FASHION CONSUMPTION BEHAVIOR DURING THE COVID-19 PANDEMIC

Youseok Lee,Jongdae Kim 글로벌지식마케팅경영학회 2021 Global Fashion Management Conference Vol.2021 No.11

Impact of Online Information on the Diffusion of Movies : Difference between the US and Korean Markets

Youseok Lee,Kyoung Cheon Cha,Sang-Hoon Kim 한국마케팅관리학회 2018 한국마케팅관리학회 학술대회 Vol.2018 No.04

INTERDEPENDENCE OF PERFORMANCE BETWEEN MOVIES AND THE MOVIE-THEMED MOBILE GAMES

Youseok Lee,Jisu Yi,Sang-Hoon Kim 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Recently, the studios in Hollywood introduces mobile games based on the storyline of movies for promotional purpose. With wide exposure of such games, managers could expect raised market awareness and purchase intention toward movies set to be released. Among the movie-themed mobile games, at the same time, not a few games have made financial success as the box office scores of the original movie increases. Thus, managers should deal with the promotional mobile app and the target product simultaneously on the belief of reciprocal relationship between them. If the dynamic relation is true then, finding deterministic factors of mobile game performance has practical significance to make positive consequences for both products. Branded entertainment is defined as “the integration of advertising into entertainment content, whereby brands are embedded into storylines of a film, television program, or other entertainment medium” (Hudson and Hudson 2006). Wise et. al. (2008) states that the advergame, a videogame designed around a brand, is one form of branded entertainment. Additionally, Sood and Dr?ze (2006) examined film sequels as brand extension of experiential goods based on the reality that Hollywood brands movies. In this vein, movie-themed mobile games can be contemplated as a new practice of branded entertainment. To test the research hypotheses, we collected 43 pairs of a movie and a movie-themed mobile game. Among 300 movies in the annual top 100 U.S. domestic box office chart from 2012 to the end of October 2014, films having more than one promotional mobile game were selected. The data on mobile game were limited to the Apple’s App Store for consistency. For data collection, we utilized multiple archival sources such as boxofficemojo.com, metacritic.com, imdb.com, and appannie.com. The objective of this research is to investigate the impact of movie-themed mobile games on the performance of original movies and the characteristics leading mobile game success. We developed a simultaneous equation system to discover the interdependent relationship between mobile game ranking and movie sales. This study is one of the first empirical investigation demonstrating reciprocal relationship between promotional game app and its target product. The results show that mobile games perform profit generating function as well as promotional function, thus suggesting managers to deal with mobile game more strategic way.

기술수용모형과 혁신수용장벽 관련 요인이 모바일 게임 인앱 구매의도에 미치는 영향

이유석(Lee, Youseok),차문경(Cha, Moon-Kyung) 한국소비문화학회 2021 소비문화연구 Vol.24 No.1

코로나19로 인해 대부분의 시장에서 수요 침체로 인한 위기상황을 맞이하고 있지만, 게임 시장은 예상치 못한 반사 이익을 누리고 있다. 사회적 거리두기로 인한 사회활동의 제약과 이에 따른 여가시간의 증대로 인해 많은 소비자들이 게임 이용에 더 많은 시간을 할애하게 된 것이다. 팬데믹 상황이 게임 시장에 호재가 된 것은 게임 단말 역할을 하는 스마트폰의 보급과 별도의 비용 지불 없이 게임을 다운로드하고 이용할 수 있는 프리미엄(freemium) 수익모델의 일반화가 전제되었기 때문이다. F2P(free-to-play)라고도 불리는 프리미엄 가격 정책이 모바일 게임의 기준으로 자리하면서 판매량 혹은 다운로드 기준의 성과 측정 방식이 실효성을 잃고 있다. 다수의 이용자가 게임을 다운로드하여 이용한다고 하여도, 인앱 구매(in-app purchase)에 비용을 지불하지 않는다면 이윤 창출이라는 기업의 기본적인 마케팅 목표를 실현할 수 없기 때문이다. 이처럼 매출을 기준으로 모바일 게임의 성패를 가름하는 상황에서는 게임 이용자들의 인앱 구매의도를 높이는 전략적 의사결정의 바탕이 될 수 있는 연구들이 필요하다. 그럼에도 불구하고, 인앱 구매의도의 선행요인을 실증하고 있는 연구는 아직 충분하지 않다. 본 연구는 모바일 게임의 인앱 구매를 하나의 혁신적 기술로 전제하고, 기술수용모형과 혁신수용장벽이 인앱 구매의도에 미치는 영향력을 확인하고자 한다. 게임 내에서 대금을 지불하는 데에는 일정 수준의 학습과 추가적인 어플리케이션 설치 등이 요구된다는 점에서 저관여 소비자 및 비소비자에게는 인앱 구매가 혁신적 기술로 인식될 수 있다는 점에 착안하였다. 이를 위해 넥슨의 카트라이더 러시플러스 실제 이용자들을 대상으로 설문을 실시하였다. 더불어, 본 연구는 인앱 구매동기와 사회적 요인이 인앱 구매의도에 미치는 영향력 또한 실증하고자 한다. 인앱 구매의도에 영향을 미치는 다양한 결정요인들을 폭넓게 확인함으로써 상대적으로 부족했던 모바일 게임 인앱 구매의도와 관련한 연구의 논의를 확장하는데 본 연구가 기여할 수 있을 것이다. 또한, 이를 바탕으로 게임 관련 기업들이 활용할 수 있는 실무적 시사점을 도출하고자 한다. The COVID-19 has brought the game industry a reflective advantage while most markets face a slumping demand crisis. People spend more time at home due to social distancing, which led to increased game consumption. The boon of the game market in a pandemic is based on smartphone penetration and profit models that users can download and use games without charging. A ‘freemium’ price policy, also called free-to-play (F2P), has become the basis for mobile games. This has made measurements of market performance based on sales volume or downloads less convincing. No matter how many users download and use the game, game operators can not generate profits without in-app purchases. In this market situation, where sales determine the success or failure of mobile games, research is needed to help companies make strategic decisions to increase game users’ intention to purchase in-apps. However, Little is known about the prior factors of in-app purchasing intentions. The current study demonstrates the effect of the technology acceptance model and innovation barriers on in-app purchases with actual mobile game users. In-app purchases can be perceived as innovative technology use, especially for low-involvement consumers and non-consumers, given that a certain level of learning is required to make purchases and install additional applications. Furthermore, we also demonstrate the influence of social factors on in-app purchases. This research seeks to expand research on consumers’ mobile game in-app purchases by identifying various determinants. Several practical implications for the game industry are also discussed.

레트로 디자인(retro-design)이 하이테크 제품에 대한 태도 및 구매 의도에 미치는 효과: 인지된 새로움의 매개효과를 중심으로

이지은 ( Lee Jee Eun ),김승은 ( Kim Seung-eun Sonia ),이유석 ( Lee Youseok ) 한국소비자학회 2017 소비자학연구 Vol.28 No.5

본 연구에서는 과거 제품에 사용되었던 디자인을 차용하는 레트로 디자인이 하이테크 제품에 사용되는 것이 하이테크 제품에 대한 소비자의 태도, 그리고 구매 의도에 어떠한 영향을 미치는지를 살펴보았다. 레트로 디자인은 정의상 과거와 관련이 깊은 반면 하이테크 제품은 최신 기술을 바탕으로 만들어졌기에 레트로 디자인과 하이테크 제품의 결합은 다소 역설적이다. 따라서, 하이테크 제품에 일반적으로 많이 쓰이는 현대적 디자인을 사용할 때와 레트로 디자인을 사용할 때 소비자들이 제품에 대해서 가지는 태도나 구매 의도가 달라질 수 있다. 본 연구에서는 특히, 이러한 차이를 인지된 새로움의 매개효과에 집중하여 규명하고자 하였다. 이를 위해 총 두 개의 실험을 실시하였다. 실험 1은 제품 디자인(현대적 디자인 vs. 레트로 디자인)이 하이테크 제품에 대한 소비자의 태도 및 구매 의도에 미치는 효과를 검증하기 위해 진행되었다. 분석 결과, 레트로 디자인일 때 현대적 디자인일 때보다 소비자들의 제품에 대한 태도가 긍정적이었으며 구매 의도가 높았다. 또한, 본 효과는 제품의 인지된 새로움에 의해 완전 매개되었다. 실험 2에서는 레트로 디자인의 효과가 소비자의 노스탤지어 성향에 따라 어떻게 조절되는지 확인하였다. 분석 결과, 소비자의 노스탤지어 성향이 약할 때, 소비자의 노스탤지어 성향이 강할 때보다 제품 디자인이 제품 태도 및 구매 의도에 미치는 영향이 강했다. 즉, 노스탤지어 성향이 약한 소비자들이 레트로 디자인일 때 제품에 대해 더욱 긍정적인 태도를 가지며 더욱 높은 구매 의도를 가졌다. 이 조절효과 역시 실험 1과 마찬가지로 제품의 인지된 새로움에 의해 완전 매개되었다. 결과적으로, 본 연구에서는 하이테크 제품의 경우, 현대적 디자인일 때에 비해 레트로 디자인일 때 소비자의 제품에 대한 태도가 긍정적이며 구매 의도가 높다는 것을 확인할 수 있었다. 나아가, 이러한 효과는 제품의 인지된 새로움에 의해 매개된다는 것을 알 수 있었다. 즉, 하이테크 제품에 레트로 디자인이 사용되었을 때 제품이 더욱 새롭게 인지되어 제품에 대한 태도와 구매 의도가 보다 긍정적으로 나타났다. 또한, 노스탤지어 성향에 따라 레트로 디자인의 효과의 크기가 달라진다는 것 역시 검증되었다. 본 연구의 결과들은 제품 디자인으로서 레트로 디자인이 소비자들의 제품 인식에 미치는 영향을 이해하는 데에 기여할 수 있으며, 하이테크 제품의 판매에 있어 제품의 레트로 디자인이 미치는 영향을 확인하는 데에 실무적인 시사점을 제시해 준다. In this study we have examined how the usage of a retro-design, or the application of an old-fashioned design to products used today, on high-technology products affects consumer attitude and consumer purchase behavior towards the product. The combination of a retro- design, which is more associated with the past, and a high-technology product, which is more associated with the present or future, seems to be quite paradoxical. Thus, what kind of attitude consumers have and their intention for purchase towards the product can vary whether the high-technology product has a commonly used modern design or a retro-design. Particularly in this study, we aim to investigate the variation of product attitude and purchase intention by focusing on the mediating effect of perceived newness of the product. For this purpose, we have conducted two separate experiments. Experiment 1 was conducted in order to provide evidence that product design(modern design vs. retro-design) affects the product attitude and purchase intention of consumers towards a high-technology product. Results showed that consumers expressed more positive attitudes and higher purchase intentions when the high-technology product had a retro-design compared to a modern design. Moreover, the effect was completely mediated by the perceived newness of the product. In experiment 2, we examined how the effect of retro-design was moderated by the nostalgia proneness of the consumer. Results stated that the effect of retro-design on consumer product attitude and purchase intention was stronger when consumers had a weaker nostalgia proneness compared to a stronger nostalgia proneness. Specifically, consumers with a weaker nostalgia proneness had a more positive attitude and stronger purchase intention towards a high-technology product when it has a retro-design. This moderation was completely mediated by the perceived newness of the product, as in experiment 1. In conclusion, the study shows that, in the case of high-technology products, consumer product attitude is more positive and purchase intention is higher when the product is a retro- design. When a high-technology product has a retro-design, it is perceived as newer, which thereby affects the product attitude and purchase intention of consumers. This study contributes to the understanding of how a retro-design affects consumer perception, and has managerial implications in identifying the effect of retro product design on high-technology product purchase behavior.