• Digital Contents
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• no.10 s.65
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• pp.78-83
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• 1998

브라우저 전쟁으로 대표되던 인터넷 시장이 최근에는 포틀사이트 시장으로 그 각축전이 치열하다. 빅 사이트들의 움직임과 마케팅의 귀재 섹스 사이트들의 비결 그리고 성공 사이트들의 마케팅 노하우 벤치마킹을 통해 성공 인터넷 비즈니스의 지름길을 살펴봤다.

• Digital Contents
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• no.12 s.79
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• pp.42-46
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• 1999

지난 1년전부터 인터넷 마케팅에 대해서 국내에서도 거센 바람이 불고 있다고 하여도 과언이 아니다. 이런 시점에서 차별화 되고 실질적으로 고객에게 1:1 마케팅이 근간이 되는 E-Mail Marketing은 최근 세인들의 주요 관심사가 되고 있다. E-Mail 서비스의 개발과 전개되는 방안에 대하여 살펴본다.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.296-304
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• 2019

The Amazon Go was the catalyst of O4O era. O4O is an advanced business model from O2O, which is the integration of offline service to online, especially through smart phone network. We also find the O2O strategy of digital contents companies such as Kakao and Line. This study examined the relation between online character experience and offline purchasing intention on related character products. The SEM was designed on the former study that based on the theory of user experience and brand attitude. The result of this study shows that the users' online experience have influence on the purchasing intention of offline related products and there exist the mediating routes of satisfaction of user experience, brand preference and brand reliability. There are no statistical support to the relation between satisfaction of user experience and purchasing intention. These points illustrate what marketers better to focus on transmedia strategies.

• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.228-241
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• 2011

This study aims to consider the effects of the change in communication culture affected by 'Social Media' on the film marketing. Particularly, Twitter, a kind of Social Media which shows the most rapid growth recently, is examined for what kind of benefits it's functional characteristics would provide for film marketing. Twitter, which has distinctive characteristics such as free access, the high level of attention resulting from its simplicity, alarming speed of spreading information and low costs, offers a variety of marketing opportunities not only for general commercial films but for low budget or independent films that do not have sufficient marketing opportunity. In the case of the documentary film (2010, Woo-jung Kwon), starting from the process of the film production through release to the time after the screening, it continued to communicate with potential audiences via Twitter and tried every tool of film marketing like advertising, PR, promotion and word of mouth. By doing so, it provides a model for low budget or independent films about what alternative activities they might be able to conduct for film marketing.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.405-415
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• 2020

The number of users of SNS has been steadily increased along with the popularity of smart phones, since marketing using SNS is easy to communicate and fast to spread, many companies are actively utilizing SNS marketing. In this study, we established a hypothesis by selecting SNS marketing attributes based on prior research as informational, interactive, entertainment and reliability. In this study, we are going to examine the impact on SNS marketing on purchase behavior at the convenient store to provide basic data for sale promotional strategy. Analysis of differences in SNS marketing attributes according to the characteristics of the survey participants showed that differences in information were significant in age and monthly income, and interaction was significantly different from gender. Among SNS marketing attributes, information, entertainment and reliability showed significant positive effects on satisfaction, and the interactivity was rejected because it did not have a significant impact. While interactivity, entertainment, and reliability of SNS marketing attributes significantly affected satisfaction, it was found that information has not significantly affected them. Satisfaction also had a significant impact on purchase intentions.

• The Journal of the Korea Contents Association
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• v.14 no.9
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• pp.411-427
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• 2014

The interest on the Open Source Software(OSS) has been increasing as the Microsoft's latest Windows XP support ended. In this light trend, this study can contribute to the OSS marketing area. Specifically, it examined that the activation of online brand community about the OSS can affect to prosumer marketing of the OSS utilizing social media platform. In addition, the OSS social media platform users' loyalty for the OSS was investigated. The findings show that content, consumer support, UI, and reward among the activate factors of online brand community significantly affected to the activation of OSS social media platform. The brand reputation, however, was found insignificant to the activation of OSS social media platform. In addition, the activation of OSS social media platform can positively affect to their loyalty for the OSS. It means that participation to the social media activities about OSS and interaction with others in the network can help to form positive attitude for the OSS. In conclusion, the prosumer marketing utilizing social platform can be an important strategy as a new solution of the OSS business in the rapidly changing ICT ecosystem environment.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.202-215
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• 2022

The purpose of this study is to identify gamification techniques and characteristics of digital marketing based on the main information communication, learning, and play of the current consumer group, and to present effective gamification digital marketing plans for the MZ generation. The summary of the research process is as follows. First, the characteristics and definitions of MZ generation and gamification were described and the concept was clarified. Second, domestic and foreign gamification cases were compared and analyzed. Studies show that we should be wary of gamification digital marketing, which fails to reflect the characteristics of the fun-seeking MZ generation by failing to organically connect the mechanisms and structures of gamification, focusing only on visible elements, such as Point, Badge, and Leaderboard. In addition, customers who lose the fun of obtaining rewards and leave because they feel that the rewards (points, badges, leaderboards) they provide are worthless should be prevented.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.67-72
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• 2007

본 연구는 최근 이슈가 되고 있는 UCC를 네티즌들이 올리는 동기와 내려보는 동기를 분석하였다. UCC생산자와 소비자의 동기를 파악하면 UCC서비스 사이트의 마케팅 전략과 UCC를 마케팅에 활용하고자 하는 기업들에게 시사점을 줄 수 있을 것이다. UCC를 시청하고 게시하는 동기에는 각각 사회적인 측면, 개인적인 측면, 정보추구 측면, 오락적인 측면, 경제적인 측면 등 이상 다섯 가지 동기로 분류되었고 이들의 특성에 대해 분석해 봄으로써 이런 동기가 UCC마케팅 전략에 어떻게 적용될 수 있는지 제시하였다.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.427-436
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• 2018

Companies are now using SNS as an online marketing channel and increasingly using it for customer relationship management(CRM). Although companies are actively using social media for marketing, language study brands in South Korea are using social media marketing in widely different ways. Among various components of social media marketing activities, this study analyzed the effects of informativeness, content suitability, and recency of social media marketing on consumers from the perspectives of brand equity and purchase intent. In the results, components of social media marketing activities had significant effects on brand equity, in the order of recency, content suitability, and informativeness. Second, brand equity and consumer purchase intent had significant correlation. And having a child also influenced purchase intent. The results of this study can be used as basic data for research on social media marketing of language schools and propose a theoretical direction for future research in the field as there is little academic data related to the subject.

• Digital Contents
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• no.2 s.129
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• pp.96-99
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• 2004

정보통신부가 주최하고, 한국소프트웨어진흥원과 한국데이터베이스진흥센터가 공동으로 주관하는 디지털콘텐츠 대상 4분기 수장작에 대한 시상식이 지난달 30일 개최됐다. 이번 4분기 디지털콘텐츠 대상에는 디지털영상, 무선콘텐츠, 웹정보콘텐츠 등 3개 부문의 작품이 선정됐다. 디지털영상 분야에서는 썸엔터미디어의‘네티비(Netibee)’가 수상의 영예를 안았고, 무선콘텐츠 분야에서는 포켓스페이스의‘슬램덩크’가 선정됐다. 웹정보콘텐츠 부문에서는 엔플러스엠닷컴의‘영상채팅 노래방’서비스가 선정됐다. 이번 디지털콘텐츠 대상 수상업체들은 향후 정통부의 해외 진출과 마케팅을 위한 각종 활동에 우선적으로 참가하는 혜택을 누릴 수 있다. 한편, 이번 4/4분기 디지털콘텐츠 대상에서는 온라인게임 부문과 교육용콘텐츠 부문에서 수상작이 나오지 않아 다소 아쉬움을 남겼다.