The Spatial Networks and Network Factors of the Internet Display Advertising Industry in Korea

한국 인터넷 디스플레이 광고산업의 공간 네트워크와 네트워크 형성요인

  • Rhee, Ji-Won (Graduate School, Department of geography, Seoul National University)
  • 이지원 (서울대학교 대학원 지리학과)
  • Received : 2012.02.29
  • Accepted : 2012.03.16
  • Published : 2012.06.30


Since the advent of the internet as representative of the development of information communication technology (ICT), information transfer forms have changed rapidly these days. In the new techno-economic paradigms, I would ultimately consider how spatial structures of a knowledge-based service industry have been altered dynamically. To delve into this background, this study conducts an empirical case study of the internet advertising industry, particularly, among the whole advertising industry. Therefore, the primary objective of this study is to identify dynamic characteristics of spatial networks among actors for knowledge creation in Korea's internet advertising industry. In addition, it also is to analyze the formative elements of spatial networks which would have an influence on constructing the space of new economic activities. There are multilateral approaches. This research is classified into types of actors such as inter-firm, intra-firm, and firm-customer, and categorized according to spatial ranges such as local, regional, global levels. In the meanwhile, formative factors of the spatial networks could draw a conclusion from two aspects: inter-firm networks in the process of business in the internet advertising industry, and individual networks in the nonoccupational aspect. Accordingly, the results of this study suggest that actors' networks of two perspectives would make mutually complementary relationships and create new relational spaces in the digital economy.