As mobile technology continues to evolve, the new and more strategic way of communication between brands and consumers has been gained significant attention. The branded mobile app distributed directly by a brand or a company is recognized as a new effective medium to build brand engagement for the l ong run. Because of ever changing information technology as well as the role of consumers, most brands set their ultimate goals as establishing brand engagement followed by brand trust and loyalty. Despite the growing interest on branded mobile app and bra nd engagement, previous studies have been predominantly conducted by a quantitative research that results in statistical verification, thus generating a lack of users' specific and empirical reasoning. To address literature gap, this study attempts using g rounded theory which is good for the objective of reve aling specific empirical reason ing and findings. The goal of this study is to investigate users' behavioral intentions for using BMA and to examine the role of them in relation to establishing brand eng agement. Focusing on Starbucks's branded mobile app, this study derives 3 core categories throughout open, axial, and selective coding and reveals the factors which exercise significant influence on brand engagement. The findings suggest that the branded m obile app as a promising device for communication between brands and customers has to provide long term value in more synergistic ways enough to be embedded in the very intimate machine, the smartphone.

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In recent Hollywood movies such as “Dawn of the Planet of the Apes, 2014”, “The Hobbit, 2014” etc, animal shaped CG creatures are being realistically presented . Mate rialization of fur serves as an important factor to give each character distinctive features as well as particularly describes CG creatures more realistically. In case of major studios, the fur eff ect is materialized by using in house tool or through their own R&D. In most studios, however, the effect incurs technical and financial difficulties. This study, therefore, is to suggest an effective fur making technique using five plugins through experimental research. For this research purpose, this study first draws existing technical limitations and problems through literature review on fur maki ng using CG and case studies of movies. Second, this study establishes optimized work process based on the limitations and problems by utilizing features of general plu gins on three steps of 1.Fur shape modeling, 2.Fur dynamics or animation and ③ Fur rende ring as a technical method for realistic expression of fur and analyzes its technical utility. Through this procedure, it is to present an effective way of working and it is considered as a useful research that can be applied to projects of studios in general.

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In the field of interactive media art, artists design how to make visitors voluntarily participate in their artwork. This paper discusses an idea of utilizing playful metaphors in an artwork in order for visitors to easily recognize the play and act according to the artist’s intention. This paper presents an interactive sound installation ‘Net Disruption’ that adopted the metaphors of play including cat’s cradle and musical instrument. The paper point outs the drawbacks discovered during the exhibition. It is related to the duality of the metaphors and technical issues. In the end, the study suggests a future plan that focuses on the main metaphor as cat’s cradle reflecting the solution for the shortcomings.

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