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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

Abstract

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.

Keywords

Digital Content;Video Marketing;Small Business Branding;Technology Acceptance Model;Elaboration Likelihood Model;Digital Media Strategies

DJTJBT_2018_v16n11_441_f0001.png 이미지

Fig. 1. Elaboration Likelihood Model

Table 1. In-depth interviewees

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Acknowledgement

Supported by : Ministry of Science and ICT

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