Types of Video Content for SMEs' Digital Marketing

중소기업 디지털 마케팅을 위한 영상 콘텐츠 유형 연구

  • Jung, Hoe-Kyung (Division of New Media, SMIT(Seoul Media Institute of Technology)) ;
  • Lee, Sung-Mi (Division of Advertising, PR & Visual Communication, Hanshin University)
  • 정회경 (SMIT(서울미디어대학원대) 뉴미디어학부) ;
  • 이성미 (한신대학교 미디어영상광고홍보학부)
  • Received : 2018.08.23
  • Accepted : 2018.11.20
  • Published : 2018.11.28


The purpose of this study is to investigate the digital media strategies for small business branding. To understand the effective strategies for promoting small business through digital content marketing, we conducted in-depth interview with small business managers. The results of in-depth interview revealed that it is critical for small businesses to start creating and including video marketing as part of their entire content strategy. Especially, small business managers considered that video that provides rich media content can boost consumer engagement and increase the time spent on a branded contents. From a managerial perspective, this study provides guide on what small businesses should consider when developing and implementing digital strategies. For future research, this study provides the guide to investigate the effects of digital contents on the brand equity of small business.

DJTJBT_2018_v16n11_441_f0001.png 이미지

Fig. 1. Elaboration Likelihood Model

Table 1. In-depth interviewees

DJTJBT_2018_v16n11_441_t0001.png 이미지


Supported by : Ministry of Science and ICT


  1. S. Y. Lee. (2015). Digital Social Media Marketing with One Book Seoul : Sigma Press.
  2. Bloter. (2017.1.30.). At the heart of digital marketing in 2017, Video.
  3. R. E. Petty & J. T. Caccioppo. (1986). Source factors and the elaboration likelihood model of persuasion. Advances in Consumer Research, 11, 668.
  4. L. W. Jones, R. C. Sinclair & K. S. Courneya. (2003). The effects of source credibility and message framing on exercise intentions, behaviors, and attitudes: An integration of the laboration likelihood model and prospect theory. Journal of Applied Social Psychology, 33(1), 179-196.
  5. R. E. Petty & J. T. Caccioppo. (1981). Attitudes and persuasion: Classic and contemporary approaches. Dubuque, Iowa: W.C. Brown Co. Publishers.
  6. S. Kim, J. Kim & E. Kim. (2017). Metaphor as Visual Thinking in Advertising and Its Effects: Focus on Brand Familiarity and Product Involvement. Journal of Promotion Management, 23(5), 654-672.
  7. A. Christy & T. Tracy. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15-27.
  8. F. D. Davis, R. P. Bagozzi & P. R. Warshaw. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
  9. P. Ifinedo. (2017). Examining students' intention to continue using blogs for learning: Perspectives from technology acceptance, motivational, and social-cognitive frameworks. Computers in Human Behavior, 72(C), 189-199.
  10. J. Schepers & M. Wetzels. (2007). A meta analysis of the technology acceptance model: Investigating subjectitive norm and moderation effects. Information & Management, 44(1), 90-102.
  11. C. Y. Yang. (2013). Bon Appetit for apps: young American consumers' acceptance of mobile applications. Journal of Computer Information Systems, 53(3), 85-96.
  12. K. L. Keller. (1993). Conceptualizing, Measuring and Managing Customer-based Brand Equity. Journal of Marketing, 57(1), 1-22.
  13. Korea Marketing Research Institute. (2018). Digital Marketing Trend. Marketing, 52(7), 62-70.
  14. H. K. Jung & S. M. Lee. (2017). New media platform for promoting and spreading SMEs products.
  15. Y. Lai, C. Lai & H. Chiang. (2015). Exploring the effects of online video advertising message display, product placement, and product involvement on advertising effectiveness. International Journal of Economics and Statistics, 3, 117-127.