In the evolving landscape of fandom economics, fan-driven crowdfunding has emerged as a powerful force, transforming audiences from passive consumers into active participants in celebrity branding. This study examines the roles of trust, loyalty, and perceived value in shaping crowdfunding participation within Chinese Weibo K-pop communities, where fans collectively finance large-scale public advertisements for their idols. Using structural equation modeling (SEM) on survey data from 260 participants, our findings reveal that trust and loyalty within fan communities significantly enhance engagement in crowdfunding activities, reinforcing perceived idol value and financial commitment to promotional campaigns. These insights position fan crowdfunding as a key driver of digital-era consumer culture, illustrating its impact on idol branding, online community dynamics, and the monetization of fandom engagement. By bridging fandom studies, digital marketing, and behavioral economics, this research provides theoretical advancements and practical strategies for entertainment agencies and celebrity managers seeking to harness the economic power of fan-driven marketing. As fandoms continue to reshape traditional advertising models, understanding the mechanisms behind community-based crowdfunding offers new avenues for brand engagement, audience monetization, and sustainable fan participation in the global entertainment industry.

Emerging as a pivotal trend on social media, food review vlogs not only narrate culinary experiences but also boost local cuisine and economic growth. This study delves into how such vlogs and vlogger traits affect viewer attitudes and restaurant visit intentions, guided by the stimulus–organism–response paradigm. Hypotheses were quantitatively assessed through an online survey with 347 participants from Amazon’s Mechanical Turk (MTurk), analyzed using SPSS 22 and AMOS 22 for structural equation modeling (SEM). The results indicated that informativeness, entertainment, and vividness influence viewers’ engagement with food review vlogs, while attractiveness and homophily are major predictors of parasocial relationships. Content engagement and parasocial relationships exerted positive influences on attitudes and visiting intentions toward the reviewed restaurants. The findings contribute to the empirical understanding of foodservice communication by identifying key characteristics of food review vlogs and vloggers that drive viewer engagement and behavioral intentions. Building on an established theoretical foundation, this study underscores the practical significance of the S–O–R model in digital marketing, offering actionable insights to empower content creators and marketers in driving audience engagement and shaping consumer behavior.

The expansion of user-generated media into daily life has prompted means of self-presentation through 'proof' selfies that capitalize on unique environments and experiences. Tourists engage with sites of conflict and tragedy to craft online personal narratives which transform the destination's image. This study examines how the tourist experience at the Korean Demilitarized Zone (DMZ) is depicted by international visitors through travel selfies posted on Instagram, according to their online self-presentation. By conducting a quantitative content analysis of 165 user-generated selfies, we identify differences in their depiction of the DMZ across four types of social media profiles. Travelers displayed specific poses and captions that underscored their witness position on the Korean War border, divergence from the system in the North, tense border security and the memorable opportunity to learn about Korea's history. The findings provide implications for destination marketing of dark heritage tourism, particularly at conflict sites, by leveraging the appeal of 'Instagrammable' moments and targeted messaging strategies.

Emerging as a pivotal trend on social media, food review vlogs not only narrate culinary experiences but also boost local cuisine and economic growth. This study delves into how such vlogs and vlogger traits affect viewer attitudes and restaurant visit intentions, guided by the stimulus-organism-response paradigm. Hypotheses were quantitatively assessed through an online survey with 347 participants from Amazon’s Mechanical Turk (MTurk), analyzed using SPSS 22 and AMOS 22 for structural equation modeling (SEM). The results indicated that informativeness, entertainment, and vividness influence viewers’ engagement with food review vlogs, while attractiveness and homophily are major predictors of para-social relationships. Content engagement and para-social relationships exerted positive influences on attitudes and visiting intentions toward the reviewed restaurants. The findings contribute to the domain knowledge regarding foodservice communication by identifying desirable characteristics of food review vlogs and vloggers that drive viewers’ attitudes and behavioral intentions. This study offers content creators, foodservice marketers, and restaurant industry stakeholders a better understanding of the psychological process in food review vlog consumption to plan proper content marketing strategies that bolster foodservice businesses and maintain their competitive advantage in the growing restaurant industry.

Purpose This study aims to provide nuanced insights into the effectiveness of digital outdoor advertising in redefining urban tourism appeal. Amidst a transformative era for urban tourism and city branding strategies, this study evaluates Tecoration’s influence on city branding and tourism promotion frameworks. Using the “Wave” digital outdoor advertising campaign in Seoul as a focal point, this analysis explores how such innovative marketing efforts reshape potential tourists’ perceptions and intentions toward visiting Seoul. Design/methodology/approach The study uses a bifurcated methodological framework. The initial phase undertakes a granular topical analysis, decoding keyword patterns from YouTube video commentaries, offering an unmediated insight into viewer sentiment. This is juxtaposed with a structural equation modeling technique in the subsequent phase, which serves to validate and triangulate the findings of the primary analysis. Findings The study reveals that viewer reactions, imbued with a sense of surprise attributable to both the content’s novelty and the technological innovation, exhibit a strong correlation with increased media engagement. This enhanced engagement significantly influences the viewers’ overall perception of the city, culminating in a marked increase in their intentions to visit Seoul. Research limitations/implications The findings have transformative implications for city branding strategies, accentuating the potential of digital outdoor mediums. The study advocates for a paradigm shift that underscores the indispensability of Tecoration in elevating urban brand imagery and catalyzing the broader objectives of smart city metamorphosis, urban tourism rejuvenation and commercial growth trajectories. Practical implications The results of this research highlight the transformative potential of digital outdoor media in city branding. The findings suggest a shift in strategy, emphasizing the critical role of Tecoration in enhancing urban brand imagery, driving smart city development, revitalizing urban tourism and fostering commercial growth. This study underscores the strategic importance of integrating Tecoration into the urban branding framework, showcasing its vital contribution to the growth and dynamism of modern cities. Social implications The findings of this study highlight the social implications of integrating Tecoration media in urban environments. By enhancing city branding and tourism through innovative digital signage, cities can foster a more vibrant and attractive urban atmosphere, promoting community pride and engagement. Additionally, the increased visitor traffic can boost local economies and support cultural exchange, contributing to the overall social and economic well-being of urban areas. Strategic use of digital outdoor advertising can also bridge the gap between technological advancements and public spaces, creating more interactive and inclusive urban experiences for residents and tourists alike. Originality/value This study embraces a viewer-centric perspective, delving into the relatively uncharted realms of surprise and media engagement within the digital consumption landscape. By adopting this innovative angle, the research significantly deepens the comprehension of viewer experiences and broadens the academic boundaries concerning city branding and media effect frameworks in management literature.

급변하는 방송 미디어 시장에서 이용자 데이터의 중요성은 날로 커지고 있다. 본 연구는 OTT 미디어 시장에서 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 미디어의 이용자 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.

This study used augmented reality (AR) to test the effects of perceived social presence, perceived media richness, media empathy and social capital on intentions to participate in prosocial, community-oriented behaviors in the context of the COVID-19 pandemic, which appeared to be rife with fear. Specifically, a structural model was employed to assess the hypothesized relationships based on questionnaire data from 476 respondents, who were divided into high and low fear groups. The findings revealed that perceived media richness and social presence both had a significant influence on media empathy, which in turn affected users' perceptions of social capital. Social capital predicted users' community participation intentions, which included intentions to donate. The paths from perceived social presence and perceived media richness to social capital were not significant, and media empathy did not directly influence prosocial, community participation intentions. There were no significant differences between the high and low COVID-19 fear groups. Overall, this study confirmed the importance of leveraging media richness and social presence to create media content designed to prompt users to identify with those who are negatively affected by the cause, so that media empathy will be boosted. Media empathy should be increased in a manner that leads users to feel connected to a larger community, so that perceptions of social capital will be boosted and will lead to prosocial, community participation activities and donations to the cause.

디지털 융합에 따른 방송과 통신의 결합, 미디어 기기의 다양화와 세분화 및 기기 간 융합이 빨라지고 있다. 이런 변화에 따라 ‘미디어 시장의 화폐’로서 ‘미디어·광고 데이터의 역할’이 중요해지고 있다. 이처럼 미디어·광고 데이터의 중요성이 강조되고 있음에도, 국내미디어 산업은 온라인 광고사기(ad fraud)를 필두로 미디어·광고 데이터의 신뢰성 하락과 그에 따른 광고주와 소비자에 대한 기만 문제로 위기에 처해있다. 따라서 본 연구는 미디어·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 IPA를 활용했다. 본 연구의 연구결과를 통해 국내 미디어·광고 데이터 전담기관 설립에 대한 이해관계자의 의견과 국내 미디어·광고 데이터 전담기관 설립을 위한 추진 방향을 구체화할 수 있었다.

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.

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.

Jeju Island comes second to only Seoul as Korea's most visited destination, yet most visitors do not have the chance to go beyond brief visits and immerse themselves in the island's history and cultural heritage. This project introduces the cultural heritage of Jeju Island to visitors through virtual reality/augmented reality (VR/AR) model visualization technology, namelyJejuView, which provides an intuitive way to experience cultural heritage sites on the island. The proposed VR/AR application is designed to introduce a series of heritage spots on Jeju Island through (i) a printed Jeju map with embedded QR code markers that enable viewers to experience the locations without being present at the site, (ii) a mobile device with WebGL supported browser which allows 3D content to be rendered, and (iii) an AR library (A-Frame.io) that enables enthusiasts to recreate similar work. To test the effectiveness of the proposed VR/AR application, the authors conducted an experiment with 251 participants to test the research model based on the technology acceptance model (TAM) and employed generalized structured component analysis (GSCA) for the analysis. Results show that when using sensory new media such as VR/AR, consumers are more focused on the hedonic value than on the utilitarian value of the information. In conclusion, the proposed VR/AR application is complementary to existing studies and provides significant support to researchers, engineers, and designers developing VR/AR technologies for use in cultural education and tourism marketing.