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The Impact of Professional Sports' SNS Related Marketing Activities on the Confidence in Club and the Intention to Watch

Vol.7 (No.1) 2022
Author
admin
Date
2022-03-30 17:17
Views
75

Abstract


Purpose: The purpose of this study is to examine and understand the effect of the SNS related marketing activities, which have recently emerged as an essential element for each club, including professional sports federations or associations, on the confidence in club and the intention to watch, and the direction of marketing activities related to professional sports. and assist with strategy formulation.

Method: In this study, as of 2022, 260 fans of the four major domestic professional sports (professional baseball, professional soccer, professional volleyball, and professional basketball) were surveyed and the convenience sampling method was used as the sampling method, while the survey was conducted by the self-administration method. Among the collected questionnaires, 253 questionnaires were used as the valid samples, excluding the data with insincere responses or omission of some of the contents of the survey. The measurement tool was a questionnaire, and the data processing is the SPSS 23.0 Program, a statistical package program, and the frequency analysis, reliability verification, factor analysis, correlation analysis, and the multiple regression were performed.

Results: In this study, as a result of factor analysis and reliability verification, the SNS related marketing activities turned out to be event factor (α=.884), information factor (α=.871), and advertisement factor (α=.814), and confidence in club was classified as a confidence in club factor (α=.887), and intention to watch was classified as an intention to watch factor (α=.912). Furthermore, the SNS related marketing activities (event factor, information factor, and advertisement factor) affect the confidence in club, and the SNS related marketing activities (event factor, information factor, advertisement factor) affect the intention to watch, while the confidence in club was found to have an effect on the intention to watch.

Conclusion: In this study, the SNS related marketing activities of professional sports clubs affect the confidence in club and the intention to watch, and related organizations including professional sports clubs that are developing the SNS related marketing activities or planning the SNS related marketing activities in the future rather than providing information at the strategic level of ticket sales and publicity, from the consumer's point of view, will need to identify information related to their needs and desires, truly understand consumers, and provide the desired information appropriately through strengthening a reciprocal relationship to ensure that they can feel satisfaction. Furthermore, in the social media environment, it is necessary to develop diverse contents through various methods to accurately understand the interests of advertisement audiences and satisfy their needs, and it is determined to have a positive effect on in club and intention to watch, and professional sports clubs should use SNS related marketing activities more actively, and professional sports clubs will need to use the SNS related marketing activities far more actively.

Keyword:Professional Sports, SNS, Marketing Activities, Confidence in Club, Intention to Watch
  • Purpose: The purpose of this study is to examine and understand the effect of the SNS related marketing activities, which have recently emerged as an essential element for each club, including professional sports federations or associations, on the confidence in club and the intention to watch, and the direction of marketing activities related to professional sports. and assist with strategy formulation. Method: In this study, as of 2022, 260 fans of the four major domestic professional sports (professional baseball, professional soccer, professional volleyball, and professional basketball) were surveyed and the convenience sampling method was used as the sampling method, while the survey was conducted by the self-administration method. Among the collected questionnaires, 253 questionnaires were used as the valid samples, excluding the data with insincere responses or omission of some of the contents of the survey. The measurement tool was a questionnaire, and the data processing is the SPSS 23.0 Program, a statistical package program, and the frequency analysis, reliability verification, factor analysis, correlation analysis, and the multiple regression were performed. Results: In this study, as a result of factor analysis and reliability verification, the SNS related marketing activities turned out to be event factor (α=.884), information factor (α=.871), and advertisement factor (α=.814), and confidence in club was classified as a confidence in club factor (α=.887), and intention to watch was classified as an intention to watch factor (α=.912). Furthermore, the SNS related marketing activities (event factor, information factor, and advertisement factor) affect the confidence in club, and the SNS related marketing activities (event factor, information factor, advertisement factor) affect the intention to watch, while the confidence in club was found to have an effect on the intention to watch. Conclusion: In this study, the SNS related marketing activities of professional sports clubs affect the confidence in club and the intention to watch, and related organizations including professional sports clubs that are developing the SNS related marketing activities or planning the SNS related marketing activities in the future rather than providing information at the strategic level of ticket sales and publicity, from the consumer's point of view, will need to identify information related to their needs and desires, truly understand consumers, and provide the desired information appropriately through strengthening a reciprocal relationship to ensure that they can feel satisfaction. Furthermore, in the social media environment, it is necessary to develop diverse contents through various methods to accurately understand the interests of advertisement audiences and satisfy their needs, and it is determined to have a positive effect on in club and intention to watch, and professional sports clubs should use SNS related marketing activities more actively, and professional sports clubs will need to use the SNS related marketing activities far more actively.
    Keyword:Professional Sports, SNS, Marketing Activities, Confidence in Club, Intention to Watch
  • Purpose: Korea's MZ generation is a coined term that refers to both millennials (M) and generation Z. They have distinct personal values, are proficient in using digital media, and show characteristics of value consumption and conspicuous consumption. Therefore, in this study, among the qualitative research methods, the phenomenological research method was used to explore in depth in order to find out the perception and attitude toward the MZ generation's first tattoo participation process and re-tattoo experience. Method: Five active MZ generation participants who can reflect the most realistic information and experience according to the research topic and have tattoo experience were selected as a nomadic sampling method. The data analysis of the in-depth interview contents was analyzed according to the four-step method suggested by Giorgi. Results: As a result of the study, 93 semantic units, 24 sub-components, and 6 components were finally derived. The contents of the components were identified as tattoo participation motivation, SNS use, tattoo recognition change, tattoo addiction experience, negative factors, and positive factors. Conclusion: In the process of participating in the first tattoo in the life of the MZ generation, it was confirmed that tattoos exposed through SNS or mass media arouse curiosity, and the characteristics of value consumption and conspicuous consumption are reflected in tattoo participation. In addition, it was found that the tattoo participation decision time was gradually shortened as the tattoo was recognized as an accessory of the body. Through these research results, it is expected that tattoos can have realistic scalability in the cosmetic field.
    Keyword:Tattoo, Process, Re-Tattoo, Experience, Generation MZ
  • Purpose: The Korean Peninsula of the Northeast Asia is the only divided country in the world, and unlike South Korea, North Korea is isolated from against the rest of the international community due to the socialist ideology and oppression of its dictatorship, and the human rights of the North Koreans are very serious given the economic sanctions. The number of the North Korean defectors is increasing each day. Hence, through the job satisfaction according to the period of service of the security police, who can directly or indirectly support the North Korean defectors in South Korea, which is the most frequently selected by North Korean defectors, a plan for the North Korean defectors for settling in the South Korean society has been presented. Method: In this study, among police officers in the security department as of 2020 who had experience in work related North Korean defectors, 100 trainees in the Police Human Resources Development Institute were surveyed via self-administration method. Among the collected survey questionnaires, 91 were selected as valid samples, excluding those whose answers were incomplete or missing. Results: First, there is a difference in the job satisfaction according to the total period of service in the police organization. As a result of the analysis performed, Q-3 and Q-4 were high at the 5% level. As for Q-5, 20 years or longer turned out to be higher at 1% level than 6 or longer and 10 years and less and 11 or more years and 15 years or less. Q-3 is a response for “I have considerable discretion in performing my job.” Q-4 is a response for “I think that the division of duties and the relationship of authority and responsibility among the organizational employees are clarified and efficient work assignment is made.” Second, there is a difference in the police’s job satisfaction according to security and service period among police organizations. As a result of the analysis performed, at the level of 5%, as for Q-1, 10 years or longer turned out to be more satisfied with their current job and position as a police officer than 2 years or less. Q-1 is a response for "I don't think the salary level is low compared to my job." Conclusion: Given the unfortunate political and historical experiences of the South Korean society, there is a critical perception of the security police, and it is necessary to strengthen the capabilities of the security police to support the North Korean defectors. Naturally, there may be criticisms as such, but it is worth considering scholarly from the point of view of the modern liberal state philosophy such that the state exists to protect the lives and bodies of the people and human security, which has gradually expanded its scope entering the 21st century.
    Keyword:Survival, Society Adaptation, North Korean Defectors, Period of Service, Job Satisfaction
  • Purpose: While the classification of local festivals of Korea may be diverse, if they are classified according to the relevant subject, they may be classified into the traditional culture, local specialties, people representing the region, new regional contents, and the contents related to national policies, etc. Based on the analysis of local festivals designated by the Ministry of Culture, Sports and Tourism, it is intended that the purpose of the tourism industry of the local government be further specified, and a plan for reorganizing the policies related to local festivals of the local governments be explored. Methods: The criteria for the festivals announced by the Ministry of Culture, Sports and Tourism are the “culture, tourism and art festivals held by local residents, local organizations, and local governments for a certain period of time (2 days or longer) and attended by a large number of unspecified people. Specifically, they are cultural tourist festivals, special product festivals, cultural arts festivals, and general festivals. The current status of local festivals of Korea is analyzed by analyzing the number of festivals held by region. Furthermore, this study has analyzed the status of local festivals by period spanning from the period of central government: President Syngman Rhee to President Roh Tae-woo and from 1993 to the Park Geun-hye administration, which was the period of local autonomy. Results: Local festival of Korea demonstrates the economic functions of regional and national economic development, political functions of securing of the regional development and local government’s finance, and the socio-cultural functions in terms of enhancing the welfare of the people in whole, while demonstrating the fact that the tourism industry has developed at a very high level. The reason as to why such an excessive number of local festivals is held is considered to be related to the political issues of increasing the showcase administration and performance achievements of the heads of local governments and the members of local council. Conclusion: Currently, local festivals of Korea are faced with many needs of improvements including specialization, economic feasibility, and evaluation. Considering the fact that the largest purpose of local festivals is to revitalize local economy and enhance image, it would be necessary to form a consultative body by and between local governments and seek a strategy for cooperation and coexistence rather than pursuing competition through the objective evaluation of the festivals which are held indiscriminately. Similar local festivals held by and between adjacent local governments ought to be integrated via co-hosting, etc., and in the case of the festivals with distinct local characteristics, a way to create synergies ought to be explored through the consultation on the period of convening, etc. Furthermore, it will be necessary to develop and introduce a more scientific and objective method of evaluation criteria for the festivals, and based on which, explore a comprehensive plan of improvement to ensure that local festivals may be of practical assistance for the regional development by deriving accurate evaluation and improvement plans.
    Keyword:Local Festival, Tourism Industry, Local Government, Value, Improvement Methods
  • Purpose: Aiming for beauty is a privilege given to humans and is accelerating with the changes of the times. Human being's awareness of beauty began when they came in contact with and experienced everything visually, and the standard of beauty began in nature. This researcher produced a hair creation work by expressing the beauty of aroma color using a hairpiece. Method: In this study, the motif of aromatic plants with natural beauty and healing functions. The work was composed by using the characteristic color of each plant as the representative color. Aroma plants suitable for characteristic colors were selected, and in order to maximize the beauty of the colors and motifs, the hairpiece was dyed and then the artwork was created in consideration of formativeness. The study on the production of the work took about 50 days between September and October of 2021. Results: The researchers conducted research on color and aromatic plants, and the aromatic plants selected as motifs for the final work were pink saffron, red rose, yellow citrus lemon, green eucalyptus, and purple lavender. Therefore, a total of 5 works reminiscent of these plants and colors were derived after considering formativeness using hairpieces. The order of producing each piece is dyeing, drying, shaping the shape, making a hat, and connecting motifs and hats. Conclusion: It was an opportunity to create various works through color dyeing using a hair piece. However, since each material was expressed only in a stable form with a similar hair piece production method, there was a lack of expressing the shape of flowers or plants using color. Since there was a dissatisfaction with a more creative and free expression, it is thought that a research on a new original technique is needed through functional perfection and proficiency with craftsmanship in subsequent works.
    Keyword:Creative, Work, Hair-Piece, Public Value, Beauty
  • Purpose: This study aims to reduce the failure rate due to excessive surgery (procedure) by consumers who want to satisfy their appearance through cosmetic plastic surgery. Most plastic surgery consumers want to know their face (especially their eyes and eyebrows) in advance to achieve results that look physiognomically good ahead of procedures or surgery. Until now, however, the characteristics of each part cannot be objectively converted into data. Therefore, we intend to develop a system so that the specific part of the face to be identified can be examined before surgery (procedure). The system allows you to immediately grasp the current physiognomic results and appearance status while automatically recording feature points in coordinates when you show your face on the screen of a mobile device. Again, the purpose of this study is to prevent wrong judgment and failure in performing surgery (procedure) through the development of such a system. Method: First, the name of each part of the feature points constituting the eyes and eyebrows was designated as a point on the coordinate plane. Second, the six types of eyes and eyebrows were first defined by equation. By substituting the input coordinates into this equation, a criterion for determining what shape the user's eyebrows fit was presented. In addition, it is possible to determine what shape the user's eyes are according to the coordinates of the eyes. Third, by substituting the coordinates of the eyes and eyebrows, the length and position of the eyes were compared with the position of the eyebrows to determine the image state of the physiognomy and cosmetic plastic surgery, and to what extent it is allowed in surgery (procedure) was suggested. Results: Since eyes and eyebrows are the most important parts of one's physiognomy (appearance), a method for setting standards that allow immediate judgment of each shape was suggested. The equation was defined according to the shape of the eyes and eyebrows, and when the coordinates were input, it was possible to determine which shape they were, so that good results could be derived. Conclusion: In physiognomy, the color of the pupils and the degree of clarity of the eyes are important. Eyes can be said to be "windows to the mind," and they are important parts of judging one's personality and character because they convey thoughts. Eyebrows, along with the eyes, are in an important position to determine large parts of physiognomy and beauty. There are times when you have to decide on surgery for better physiognomy and appearance, but it takes time and effort to learn the correlation between your eyes and eyebrows professionally. Therefore, if you have a tool to analyze it when you do not have knowledge on physiognomy (appearance), you can expect much more efficient results. Based on this paper, it is believed that it will be possible to establish a system that presents the direction or limitations of physiognomy (appearance) and surgery (procedure) because the user's appearance image status can be immediately known by reflecting eyes and eyebrows on the screen of devices.
    Keyword:Objective Standards, Cosmetic Plastic Surgery, Face Recognition, Eyes, Eyebrows
  • Purpose: In the modern society, trends have fast changed along with the development of the fields of fashion, beauty, and art. The rapid delivery of information in the 4th industry is destroying, not changing, the standards of beauty. It is proposed that, by analyzing the avant-garde characteristics and make-up of Alexander McQueen show, it is in-tended to understand modern trends and suggest creative beauty. The purpose is to achieve the development of the design of avant-garde and make up. Method: The photos of Alexander McQueen collection 2001 F/W through 2010 S/S were classified through magazines such as Livingly and Vogue. Three experts participated in the analysis to help reduce the subjective view of the data and increase the reliability, while performing the analysis by using the SPSS WIN 25.0 program. Results: According to the avant-garde characteristics of Alexander McQueen show, 'decadentism' is 'formless' and 'abstract pattern form', while it turned out the most that 'eclecticism' is 'formless', 'experimentalism' is 'formless' according to the avant-garde characteristics of Alexander McQueen show. Nihilism turned out to be uniformly high across various forms. Furthermore, among the five types of make-up, 'nihilism' turned out to be the highest, 'decadentism' turned out to be the second highest, and 'experimentalism' and 'eclecticism' turned out to be relatively low. The avant-garde characteristics of Alexander McQueen show were correlated in terms of eyes, lips, and face. Conclusion: The avant-garde characteristics and make-up form expressed through the Alexander McQueen show are related to the following. The avant-garde characteristic turned out to have the highest nihilistic characteristics, followed by decadentism, experimentalism, and eclecticism. It is evident that the avant-garde characteristics of Alexander McQueen show are based on nihilism and decadentism. It is considered that studies of various collections and brands is required for the development of avant-garde and make-up design and for the creation of public values in the fields of beauty and fashion.
    Keyword:Alexander McQueen, Avant-Garde, Make Up, Collection, Form Analysis
  • Purpose: Women in their 30s and 40s are most active in terms of their professional life, and it may be said that the public value of social activities is quite large. Self-efficacy for the public value influences interpersonal relationships in professional life and is also an important factor manifested through the appearance management behaviors. The purpose of this study is to examine and understand the effect of self-efficacy on the appearance management behaviors for the women in their 30s and 40s. Method: In this study, a total of 577 copies were used for the final statistical analysis data. For the questionnaire’s questions for the development of the scale of this study, a survey method was used for the women in their 30s and 40s for an empirical study. Self-efficacy was used as three factors of physical self-efficacy, social self-efficacy, and task difficulty preference, and appearance management behavior was used as five factors of cosmetic management, skin care, weight management, hair care, and clothing management. Results: First, among the sub-factors of self-efficacy among the women in their 30s and 40s, and as for the 'physical self-efficacy' and 'social self-efficacy,' it turned out that there was a significant negative (-) correlation concerning 'skin care', 'hair care' and 'clothing care' among the appearance management behaviors. Among the sub-factors of self-efficacy, and as for the 'preference for the level of task related difficulty,' it turned out that there is a significant positive (+) correlation concerning 'plastic management' and 'weight management' among the appearance management behaviors. Second, as for the effect of self-efficacy on weight control among the appearance management behaviors, social self-efficacy and the preference for the level of task-related difficulty turned out to have statistically significant effects. Among the appearance management behaviors, and as for clothing management, it turned out that there was a statistically significant effect for physical self-efficacy, social self-efficacy and the preference for the level of task related difficulty. The rest of the factors did not turn out to be significant. Conclusion: As the women's social activities have increased, the public value socially speaking has increasingly grown, and it is considered that it is very important for women to take care of their appearance Therefore, it is expected that this study will examine women's self-efficacy and well understand women's interest, so that they can be well-activated in the marketing of the beauty market and the fashion market.
    Keyword:Self-Efficacy, Appearance, Management-Behaviors, Public Value, Women in Their 30s and 40s
  • Purpose: At a time when talents with convergence and consilience who can create creative ideas at the center of talents with various knowledge through infusion and memorization education with experts in a specific field become the object of envy, talents who fit the trend of the times in universities, which are higher education institutions The need for nurturing is increasing, and creative convergence talents including mutual collaboration ability and self-directed learning are in the spotlight rather than individuals. Two-way interactive communication education is absolutely necessary at the center of nurturing creative fusion talents, and this is to foster creative fusion talents through mutual communication education. Method: Creative convergence talent refers to talent with humanistic imagination and creativity in science and technology, and collaboration-oriented communication education is needed rather than individual-centered education. Tools are required In this study, through the production and use of e-books, convergence thinking skills are enhanced, teachers and learners can share with each other, and creative imagination can be enhanced through class-centered teaching methods. Results: In this study, questionnaire evaluation and analysis of learners were conducted, and the responses of learners were evaluated by evaluating the satisfaction of teaching methods using various educational models and flip learning. Through this, an important foundational material was prepared for designing the right direction for future education. Conclusion: This study presented the e-Book Production and Interactive Communication Education Practice, and the results of the class using a learning method based on various communication tools were very satisfactory and it was considered that a major change occurred in the class. In the future, follow-up research such as the development of new smart devices that can expand learner-centered capabilities and the development of creative content will continue.
    Keyword:Online Communication, Convergence, Creativity, E-Book, Education
  • Purpose: This study was conducted with the purpose of proposing the direction necessary for the balanced operation of the university’s core competency based curricula (major and liberal arts) and extracurricular curriculum of O University, objective evaluation and quality management of extracurricular programs based on the case analysis of other universities' extracurricular operation and management systems and of providing the basic data. Method: First, the case studies on the competency based extracurricular curriculum’s operation and management systems of other universities are analyzed. Second, the competency based extracurricular curriculum’s operation and management system centered on each core competency, type, and operating department for the 2021 academic year of O University are analyzed. Third, the directions for the future core competency based extracurricular curriculum’s operation and management system directions for O University are presented. Results: As for the problems for the operation of the extracurricular program through the case of extracurricular performance management of other universities include the imbalance of core competency and detailed competency programs, lack of connection with the major curriculum, and the lack of communication and collaboration for each center for the prevention of the duplication of extracurricular programs, which require the continuous improvement and quality control of the extracurricular program. Furthermore, it is difficult to provide the students with the necessary extracurricular program information, and it is also necessary to strengthen the performance system to ensure that the extracurricular program performance management system is a mileage scholarship system depending on whether the students have completed the course and can be used as a career in employment. Conclusion: As a measure to address the imbalance for the extracurricular programs by core competency and induce the active participation of students, by developing and operating an integrated curriculum for each department linking the curriculum and extracurricular curriculum, it will play such a practical mediating role in fostering talents by department, while extending opportunities to strengthen the students' various competencies and playing a supporting role in providing an opportunity to strengthen the human body, thereby providing changes for growth as a whole person.
    Keyword:University, Core Competency, Extracurricular Curriculum, Operation, Improvement