The Journal of the Korea institute of electronic communication sciences (한국전자통신학회논문지)

Korea Institute of Electronic Communication Science (한국전자통신학회)
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A Study on the Social Media Marketing 4 Type Model : Case Study and Marketing Effect Evaluation

소셜미디어 마케팅 4가지 모델 : 사례와 마케팅효과 평가 방법

  • 송영우 (서울벤처대학원대학교 경영학과) ;
  • 황찬규 (서울벤처대학원대학교) ;
  • 한희 (한독미디어대학원대학교)
  • Received : 2015.08.07
  • Accepted : 2015.09.23
  • Published : 2015.09.30
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Abstract

This paper is a study of social media marketing as a structured four types of model in order to analyze and perform social media marketing effectively. In this paper we analyze cases of each types of social media marketing and suggest a new social media marketing evaluation methods by a combination of reach and people engaged in using facebook insight.

본 논문은 소셜미디어 마케팅을 분석하고 효과적으로 수행하기 위해서 소셜미디어 마케팅을 4가지 형태로 모델로 구조화한 연구이다. 본 연구에서는 소셜미디어 마케팅의 4가지 유형에 대한 사례를 살펴보고 유형별로 마케팅 효과를 측정하기 위해서 페이스북의 인사이트에서 사용하고 있는 도달(reach)과 참여하는 사람(people engaged)을 결합한 평가방법을 제안하였다.

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References

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