지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2021.12
- 수록면
- 187 - 204 (18page)
- DOI
- 10.17548/ksaf.2021.12.30.187
이용수
초록· 키워드
오류제보하기
Due to the rapid development of network media and the popularity of mobile social media, the form of fused media development has been vigorously developed. The new “short-time” video format for real-time sharing and seamless docking on short video social platforms meets people’s need for relaxation of “fragmented” time. Based on the characteristics of the TikTok, this article analyzes the overseas communication strategies of Guangdong culture short videos from influencing factors and case studies.
The purpose of this article is to establish an overseas communication strategy based on the ELM.
Therefore, this article can study the factors that affect the effect of overseas communication through SPSS analysis.
First, using the ELM, four model hypotheses are proposed under the center path and the edge path.
Second, through designing questionnaires and data collection, SPSS data analysis shows that the H1, H2, and H3 hypotheses are established, and three main factors affecting overseas communication are explored: high-quality content, user attitudes-participation, and media popularity. H4 hypothesis does not hold, delete the creators.
Third, through case studies, analyze the specific advantages of overseas communication.
Finally, propose some strategies. Based on these research results, we look forward to the combination of Guangdong culture and commercial products to enhance the influence of overseas communication.
The purpose of this article is to establish an overseas communication strategy based on the ELM.
Therefore, this article can study the factors that affect the effect of overseas communication through SPSS analysis.
First, using the ELM, four model hypotheses are proposed under the center path and the edge path.
Second, through designing questionnaires and data collection, SPSS data analysis shows that the H1, H2, and H3 hypotheses are established, and three main factors affecting overseas communication are explored: high-quality content, user attitudes-participation, and media popularity. H4 hypothesis does not hold, delete the creators.
Third, through case studies, analyze the specific advantages of overseas communication.
Finally, propose some strategies. Based on these research results, we look forward to the combination of Guangdong culture and commercial products to enhance the influence of overseas communication.
목차
Abstract
Ⅰ. Introduction
Ⅱ. Theoretical investigation
Ⅲ. Elaboration Likelihood Model and model assumptions
Ⅳ. Measurement and result analysis
Ⅴ. Case study
Ⅵ. Strategic discussion and conclusion
Reference
참고문헌 (27)
참고문헌 신청
Choi Soo Wung / 2014 / A Study on Local Branding by Utilizing Traditional Culture Resources-Focusing on arbor Nujung culture of Bonghwa-gun, Gyeongsangbuk-do- / A Journal of Brand Design Association of Korea :4~7
Deng Ziwei / 2011 / Research on Short Video MCN Mode in the Era of Mobile Internet
Gao Qin / 2019 / Analysis on the Content Production and Dissemination Strategy of the Short Video of Li Ziqi's Wild Food Department / Journal of Hebei Normal University for Nationalities :4~6
Hao Xiangxiang / 2021 / Research on Douyin's Communication Strategy / Seminar :1~2
Han Qiang / 2016 / Guangdong regional cultural characteristics, status and the concept of Linghai master / Regional Culture :2~5
Deng Ziwei / 2011 / Research on Short Video MCN Mode in the Era of Mobile Internet
Gao Qin / 2019 / Analysis on the Content Production and Dissemination Strategy of the Short Video of Li Ziqi's Wild Food Department / Journal of Hebei Normal University for Nationalities :4~6
Hao Xiangxiang / 2021 / Research on Douyin's Communication Strategy / Seminar :1~2
Han Qiang / 2016 / Guangdong regional cultural characteristics, status and the concept of Linghai master / Regional Culture :2~5
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