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Digital Adiumma
Kim Yong-June Professor Dept. of Marketing Sungkyunkwan
University
This exploratory study is to investigate Korean Adjumma in the digital convergence society. Adjumma is the socio-relational concept which is different from the housewife or married woman. The Adjumma concept used to have the meaning of "Impertinent and impudent Adjumma" and has changed to 'Digital Adjumma" in recently. This study has presented the three conceptional accesses about Digital Adjumma, The Digital Adjumma is investigated as the digital consumer, the information producer, and the information sharer This study concluded that Adjumma is married wife with information power about consuming, producing, and sharing information about the product and the service in the covergent Korean society. The concept of Digital Adjumma is new rising phenomena which needs the empirical studies to enrich this study. Key Word : Adiumma, Married Woman, On-line, Digital Presumer,Convergence |
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