Generative AI and its Implications for Modern Marketing: Analyzing Potential Challenges and Opportunities

유승철,Piscarac, Diana 한국인터넷방송통신학회 2023 International journal of advanced smart convergenc Vol.12 No.3

As the era of ChatGPT and generative AI technologies unfolds, the marketing industry stands on the precipice of a paradigm shift. Innovations such as GPT-4, DALL-E 2, and Mid-journey Stable Diffusion possess the capacity to dramatically transform the methods by which advertisers reach and engage with customers. The potential applications of these advanced tools herald a new age for the marketing and advertising sectors, offering unprecedented opportunities for growth and optimization. Nevertheless, the rapid adoption of generative AI within these industries presents a unique set of challenges, particularly for organizations that lack the necessary technological infrastructure and human capital to effectively leverage these innovations. As a result, a competitive crisis may emerge, exacerbating existing disparities between well-equipped enterprises and their less technologically adept counterparts. In this article, we undertake a comprehensive exploration of the implications of generative AI for the future of marketing, examining both its potential benefits and drawbacks. We consider the possible impact of these developments on the advertising and marketing industries at large, as well as the ways in which professionals operating within these fields may need to adapt to remain competitive in an increasingly AI-driven landscape. By providing a holistic overview of the challenges and opportunities associated with generative AI, this study aims to elucidate the complex dynamics at play in the ongoing evolution of the marketing and advertising sectors.

A Study on the Future Direction of the Digital Signage Industry in Korea : A Big Data Network Analysis from 2008 to 2019

Yoo, Seung-Chul,Piscarac, Diana 국제문화기술진흥원 2020 International Journal of Advanced Culture Technolo Vol.8 No.1

The use of digital signage in the public and commercial communication areas has been increasing in recent years. By integrating cutting-edge information technologies such as 5G, artificial intelligence, and the Internet of Things, digital signage continues to break apart from traditional outdoor advertising media. This study identified the problems facing the domestic digital signage industry by exploring and analyzing major issues related to digital signage and derived future development measures. Specifically, online documents were collected based on the digital signage-related keywords created over the past 12 years to conduct big data network analysis, and key topics were derived through visualization of the results. This study has great policy implications in that it excluded biased interpretations based on the viewpoints of companies or the government and, more objectively, suggested the direction of the digital signage industry’s development in the domestic media market.

Brand Activism in the Age of Transmedia: Lessons Learned from Business Practices

Yoo, Seung-Chul,Piscarac, Diana,Kang, Seung-Mi,Truong, Tu Anh The International Promotion Agency of Culture Tech 2021 International Journal of Advanced Culture Technolo Vol.9 No.1

Brands have begun to act without giving in to the challenges facing our society. Just like the slogan in the novel "The Three Musketeers" by Alexandre Dumas proclaimed, "All for one, one for all!" in the age of transmedia the success of brand activism must reflect the same principle. Specifically, by embracing the big as well as the little stories of consumers scattered everywhere, each and every one should create a huge resonance. This means that brands should use the cultural lever of transmedia so that the various stories of consumers do not fade into oblivion and, furthermore, expand the brand's call to action. By analyzing brand activism cases in business, this study explores the effectiveness of brand activism for advertisers to develop a better understanding of brand communication strategy. Building on findings that show new young generation consumers to favor brands that respond to social, political, and environmental issues and conceptual implications of the snowball effect, this study emphasizes consumer participation in the brand story creation process and the need for brands to aim for high standards of professionalism and accountability, so that they can grow together with their consumers.

Digital Outdoor Advertising Tecoration for the Metaverse Smart City

Seung-Chul Yoo,Diana Piscarac,Seungmi Kang 국제문화기술진흥원 2022 International Journal of Advanced Culture Technolo Vol.10 No.1

Developing smart cities increasingly relies on metaverse technology. This has become much more apparent in the post-COVID-19 pandemic urban environment. The demand for fast processing of huge amounts of data and the convergence of various media types is essential for keeping city residents well-informed and safe. This paper builds on recent research on metaverse, smart cities, and digital outdoor advertising media. It proposes that “space culture media”, which collectively functions by using physical or virtual spatial information, will play a key role in the smart city, functioning as an augmented city. Specifically, this paper deals with significant issues related to the smart city changes created by tecoration, a metaverse urban media space facilitated and enhanced through digital outdoor advertising.

미디어⋅광고 데이터 신뢰성 제고를 위한 국내 전담기관 설립 추진에 관한 연구: 이해관계자 심층면접 및 AHP와 IPA를 활용한 설문조사를 중심으로

유승철,성윤택,강승미,송영아,Diana Piscarac,이기환 (주)에스비에스 2022 미디어경제와 문화 Vol.20 No.2

According to digital convergence, the convergence of broadcasting and communication, media device diversity and segmentation, and device convergence are indeed accelerating. The role of media and advertisement data as currency in the media industry is growing increasingly essential as a result of this shift. Despite the fact that the importance of media/advertisement data has been emphasized, the domestic media industry is in crisis as a result of the decline in reliability of media/advertisement data, which is being driven by online advertising fraud and the resulting deception of advertisers and consumers. As a result, the purpose of this research is to thoroughly analyze the requirement, subject, and technique of establishing a certification/verification agency to enhance the credibility of media/advertisement data. This research, in particular, seeks to diagnose the need to increase data dependability in the contemporary media sector, as well as to explore domestic application techniques by identifying certification and verification systems and trends in major foreign countries. Furthermore, we seek to get a thorough grasp of the perspectives and needs of players in the media sector regarding certification and verification. This research performed in-depth interviews with 20 stakeholders and a survey of 34 stakeholders to that purpose. The survey, in particular, made use of AHP and IPA, both of which are appropriate for small sample surveys. Through the research findings, it was possible to materialize stakeholders' opinions on the establishment of an institution solely dedicated to domestic media and advertising data, as well as the direction of advancement for the establishment of an institution dedicated specifically to domestic media and advertising data. 디지털 융합에 따른 방송과 통신의 결합, 미디어 기기의 다양화와 세분화 및 기기 간 융합 이 빨라지고 있다. 이런 변화에 따라 ‘미디어 시장의 화폐’로서 ‘미디어⋅광고 데이터의 역 할’이 중요해지고 있다. 이처럼 미디어·광고 데이터의 중요성이 강조되고 있음에도, 국내 미디어 산업은 온라인 광고사기(ad fraud)를 필두로 미디어·광고 데이터의 신뢰성 하락과 그에 따른 광고주와 소비자에 대한 기만 문제로 위기에 처해있다. 따라서 본 연구는 미디 어·광고 데이터의 신뢰성 제고를 위해 인·검증 전담기관 설립의 필요성과 주체, 방법론 등을 포괄적으로 논의했다. 구체적으로 현재 미디어 산업 내 데이터 신뢰도 제고의 필요성에 대해 진단하고, 해외 주요국의 인·검증 체계 및 동향 파악을 통해 국내 적용 방안을 모색했다. 추가로, 인·검증에 대한 미디어 산업 내 이해관계자들의 의견 및 요구사항을 심층적으로 파악했다. 이를 위해 본 연구는 20명의 이해관계자 대상 심층면접과 34명의 이해관계자 대상 설문조사를 진행했다. 특히 설문조사는 소표본 조사에 적합한 AHP와 IPA 를 활용했다. 본 연구의 연구결과를 통해 국내 미디어⋅광고 데이터 전담기관 설립에 대한 이해관계자의 의견과 국내 미디어⋅광고 데이터 전담기관 설립을 위한 추진 방향을 구체 화할 수 있었다.

The Effectiveness of Jeju Island Mixed Reality Tourism Application : Focusing on the Moderating Role of Users' K-Culture Involvement

Yoo, Seungchul,Jung, Kwanghee,Nguyen, Vinh T.,Piscarac, Diana 국제문화기술진흥원 2020 International Journal of Advanced Culture Technolo Vol.8 No.2

In this study, we introduce a multi-modal mixed reality (MR) application for advertising the main touristic landmarks on Jeju Island, and evaluate its effectiveness based on the Technology Acceptance Model (TAM) with a focus on the user's involvement in Korean culture (K-Culture). Specifically, we deployed several stimuli to enable users to retrieve information, visualize a variety of heritage content such as text, images, videos, virtual artifacts, and immerse in a VR environment to experience the heritage locations. The results of the online survey with 436 participants showed that for consumers with low K-Culture involvement, Perceived Usefulness and Perceived Ease-of-Use did not affect their Intention to Visit the island. Still, it had a significant impact on their Intention to Use the application. On the other hand, for the group with high K-Culture involvement, Perceived Usefulness had no effect on the Intention to Use and Intention to Visit. However, Perceived Ease-of-Use had a significant impact on their Intention to Use the application and Intention to Visit Jeju Island. Therefore, when user involvement in K-Culture is high, convenience of use has played a significant role in sensory media usage and the intention to visit, regardless of the usefulness of the mixed reality content. In contrast, users with low K-Culture involvement primarily focused on the functional aspects of the application. These findings open the path for follow-up studies on K-Culture involvement and immersive media tourism marketing, which will benefit digital tourism marketing and Korea's tourism industry.

국내 OTT 시청 및 광고 데이터의 신뢰성 확보를 위한 탐색적 연구: 전문가 심층 인터뷰를 중심으로

상윤모,유승철,성윤택,변혜민,Diana Piscarac,이기환 한국방송학회 2024 방송통신연구 Vol.- No.125

급변하는 방송 미디어 시장에서 이용자 데이터의 중요성은 날로 커지고 있다. 본 연구는 OTT 미디어시장에서 광고 단가를 결정하는 교환 기준으로 기능하는 시청 데이터의 신뢰성에 대해 비판적으로 검토하고 OTT 시청 및 광고 데이터 인·검증 제도 도입 및 운영 방향에 대해 살펴보는 것을 주된 목적으로 한다. 본 연구에서 ‘OTT 시청 및 광고 데이터’는 광고를 수익 기반으로 하는 OTT 미디어에서 광고비 산정을 위해 측정하는 콘텐츠 이용자의 미디어 이용 행태를 기반으로 생성된 데이터로 정의하였다. 미국 Media Rating Council(MRC)을 비롯한 주요 해외 기관들은 급성장하고 있는 OTT 미디어의이용자 데이터 인·검증 기준 마련을 위해 지속해서 노력해 왔다. 이에 반해 국내에는 OTT 시청 및 광고 데이터 인·검증 기구가 부재하며 최소한의 업계 기준 또한 없는 상태다. 기존 실시간 텔레비전 시청을 중심으로 측정되던 시청률 측정 방식은 방송·통신 융합 환경하에서 이용자의 다양한 시청 행태를 반영하기 어려운 상황이다. 한편, 광고비 산정을 위해 측정하는 OTT 시청 및 광고 데이터와 관련하여 디지털 광고 사기 및 브랜드 안전에 대한 우려 또한 커지고 있다. 이러한 문제의식하에, 본 탐색적 연구는 OTT 미디어 전문가 심층 인터뷰를 통해 그들이 OTT 시청 및 광고 데이터의 신뢰성에 대해 가진 인식을 살펴보고 향후 OTT 시청 및 광고 데이터 인·검증 기구 설립 및 운영에 대한 정책 방향을 제시하였다.

A Study on the Advertising Strategy Using 'Shin Hallyu' Cultural Content for Marketing Korean Small and Medium-Sized Enterprise Products Targeting Chinese Consumers

유승철,Hong Meiling,Bian Wen,Piscarac, Diana 한국인터넷방송통신학회 2020 Journal of Advanced Smart Convergence Vol.9 No.3

The "New Korean Wave" (Shin Hallyu) phenomenon, which is represented by the global popularity of BTS and director Bong Joon-ho's film "Parasite," is making the world excited. The influence of the Korean Wave is not only on politics, society, and culture, but it also has considerable economic ripple effects. We applied individual in-depth interviews with seven media and marketing experts in China to assess the changes in the impact of Korean cultural content (i.e., Hallyu content) and examine the possibility of marketing for Korean small and medium-sized enterprises (SMEs) products using Hallyu content. Considering its massive market potential, China is still an attractive target for Korean companies and is of even greater importance to SMEs, which are highly dependent on exports and lacking marketing budgets as well as a professional workforce. Korean businesses and the economy at large would get a real boost if they could penetrate the Chinese market by utilizing the strength of Hallyu content. Based on the results of the in-depth interviews, the conclusion of our study suggests the direction of advertising strategy on how Korean products can attract the minds of Chinese consumers by utilizing the Shin Hallyu. This research is a practical study that diagnoses the reality of the Korean Wave in China objectively and has excellent practical implications as it proposes methods of how SMEs should use Hallyu for their marketing strategies.

A Study on the Advertising Strategy Using 'Shin Hallyu' Cultural Content for Marketing Korean Small and Medium-Sized Enterprise Products Targeting Chinese Consumers

Yoo, Seung-Chul,Hong, Meiling,Bian, Wen,Piscarac, Diana The Institute of Internet 2020 International journal of advanced smart convergenc Vol.9 No.3

The "New Korean Wave" (Shin Hallyu) phenomenon, which is represented by the global popularity of BTS and director Bong Joon-ho's film "Parasite," is making the world excited. The influence of the Korean Wave is not only on politics, society, and culture, but it also has considerable economic ripple effects. We applied individual in-depth interviews with seven media and marketing experts in China to assess the changes in the impact of Korean cultural content (i.e., Hallyu content) and examine the possibility of marketing for Korean small and medium-sized enterprises (SMEs) products using Hallyu content. Considering its massive market potential, China is still an attractive target for Korean companies and is of even greater importance to SMEs, which are highly dependent on exports and lacking marketing budgets as well as a professional workforce. Korean businesses and the economy at large would get a real boost if they could penetrate the Chinese market by utilizing the strength of Hallyu content. Based on the results of the in-depth interviews, the conclusion of our study suggests the direction of advertising strategy on how Korean products can attract the minds of Chinese consumers by utilizing the Shin Hallyu. This research is a practical study that diagnoses the reality of the Korean Wave in China objectively and has excellent practical implications as it proposes methods of how SMEs should use Hallyu for their marketing strategies.

Enhancing the Reliability of OTT Viewing Data in the Golden Age of Streaming: A Small Sample AHP Analysis and In-Depth Interview

유승철,성윤택,변혜민,상윤모,Diana Piscarac 한국인터넷방송통신학회 2023 International journal of advanced smart convergenc Vol.12 No.1

With the OTT media market growing rapidly, the significance of trustworthy data verification and certification cannot be emphasized enough. This study delves into the crucial need for such measures in South Korea, exploring the steps involved, the technological and policy-related considerations, and the challenges that may arise once these measures are put into place. Drawing on in-depth interviews and the analytical hierarchy process (AHP), this study surveyed various stakeholder groups, both directly and indirectly related to OTT data authentication and certification. By assessing the severity of OTT data-related issues and identifying the requirements for reliability-improvement policies, participants shared their valuable insights and opinions on this pressing matter. The survey results clearly indicate a divided opinion among stakeholders and industry experts on the reliability of OTT data, with some expressing trust while others remain skeptical. However, there was a consensus that advertising-based AVOD is more reliable than SVOD. By analyzing the priorities of authentication and verification, this study paves the way for the establishment and operation of a Korean MRC (KMRC), centered on the OTT media industry. The KMRC will serve as a vital platform for ensuring the authenticity and accuracy of OTT data in South Korea, providing businesses and industry players with a reliable source of information for informed decision-making. This study highlights the pressing need for reliable data authentication and certification in the rapidly growing OTT media market, and provides a persuasive case for the establishment of a KMRC in South Korea to meet this critical need.