Abstract
In recent years the global popularity of Korean Wave is increasing in entertainment areas and spreading to other regions of the world. As a result, there have been many organizations formed to support its creative industries; at the same time, the field of the satisfaction and perceived effectiveness of them has emerged as an important issue. This paper introduces a method of measuring the influence and marketing effect of organizations for Korean Wave Events and Festivals. For this purpose a classical test theory of Cronbach’s alpha is utilized. The feasibility of measuring results is also ensured by exploratory factor analysis. The result shows 0.7 or higher alpha values and could provide suggestions to establish a theory of events and festivals for organizations by active follow-up studies for resolving will-less different results in this field due to a lack of the proceeding research.
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Park, J.H., Park, J.B., Kim, C.G. (2019). A Study on the Influence and Marketing Effect of Korean Wave Events and Festivals Organization. In: Lee, R. (eds) Software Engineering Research, Management and Applications. SERA 2018. Studies in Computational Intelligence, vol 789. Springer, Cham. https://doi.org/10.1007/978-3-319-98881-8_5
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DOI: https://doi.org/10.1007/978-3-319-98881-8_5
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