• The Journal of Society for e-Business Studies
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• v.13 no.3
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• pp.21-49
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• 2008

The area of the internet shopping mall heavily relies on new emerging information technologies, and it essentially requires delicate marketing model to support consumer behavior. RSS, which is one of the representative Web 2.0 technologies, is the system that distributes digital contents without any Web browser. RSS is expected not only to be very useful in online marketing but also to become actively applied on various areas such as online newspapers and blogs. AISAS model was proposed to complement the AIDMA model that did not cover the new changing customer behaviors of online commerce environment such as search and share. In this research, we propose a marketing model which utilizes RSS based on the AISAS model to support internet shopping malls. With our marketing model, internet shopping malls are expected to provide required services to the customers at every AISAS step. Moreover, it can provide integrated services by connecting all service components of each step. We utilized RSS in our model to implement those services because RSS has many advantages on supporting search and share of product information.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.363-372
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• 2019

Mobile advertising applying various contents is being activated with the specificity of the mobile environment. In terms of not only products but also City Marketing, advertising strategies that are beyond the limits of traditional advertising are needed. However, related advertising in the region is mainly carried out on the basis of industry promotion. Therefore, in order to distribute goods through local industry, it is urgent to link with industry through city marketing for the region. The purpose of this study is to present the direction of city marketing policy through the process that Mobile advertising characteristics building up experience and feeling for the city brand. For this purpose, we selected mobile advertising characteristics to strategically use mobile advertising in the region, and examined the effects of Jeju city brand experience and city brand feeling. We also confirmed the moderating effect of communication experience with mobile advertising. The result of this study will be able to contribute to the policy direction of advertising for Jeju city marketing.

• Proceedings of the Korea Contents Association Conference
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• 2011.05a
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• pp.401-402
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• 2011

체험마케팅은 최근 마케팅의 주요 이슈로 많은 연구자들에 의해 연구되어지고 있으며, 관광학 분야에서도 이를 적용하기 위한 많은 노력이 이루어지고 있다. 이에 본 연구는 현재 국내의 체험마케팅 관련 연구현황 및 향후 연구방향을 살펴보고자 하였다. 연구결과 국내연구주제 및 연구대상과 관련된 현황을 체계화할 수 있었으며, 이를 통해 향후에 필요한 연구과제에 대해 살펴볼 수 있었다.

• Proceedings of the Korea Contents Association Conference
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• 2011.05a
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• pp.121-122
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• 2011

본 연구는 한정된 비용으로 효율적/효과적인 기업성과를 도출하기 위해서는 R&D와 마케팅 부문의 연계가 필요하다는 기본관점에서 시작하였다. 연구 결과 R&D와 마케팅 연계 정도와 기술개발성공건수와는 무의미한 관계로 나타났으며 기술상용화건수와 매출액과는 유의한 (+)의 관계를 가지는 것으로 나타났다. 즉, R&D와 마케팅 연계는 기술개발 자체와는 관계가 없으며 개발된 기술의 경제적 성공에는 많은 영향을 미치는 것으로 나타났다.

• Proceedings of the Korea Contents Association Conference
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• 2015.05a
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• pp.135-136
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• 2015

트랜스 미디어 스토리텔링은 이용자의 적극적인 참여를 기반으로 디지털 컨버전스 시대에 새롭게 등장한 텍스트 유통 관습이자 미디어 경험 양식으로 영화, 드라마, 애니메이션 등의 콘텐츠 사업의 경우 다양한 트랜스 미디어 스토리텔링 시도가 활성화 되고 있지만 기업 브랜드의 경우 아직 기존의 OSMU의 범주를 크게 넘어서지는 못하고 있는 실정이다. 그러나 본 연구에서는 OSMU의 범주를 넘어 커뮤니케이션했던 브랜드의 트랜스 미디어 스토리텔링의 대표적 사례인 모닝케어 레이디 티안나걸스(T-ANNA Girls)의 사례를 통해 디지털 컨버전스에 적응하며 새로운 부가가치를 창출할 수 있는 브랜드 커뮤니케이션의 발전적 방안에 관해 논의코자 한다.

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.141-142
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• 2017

싱글족이 거대한 소비 집단으로 부상하고 있는 현 시점에서 기업은 '싱글족의 급부상'이라는 이 흐름속에 그들의 특성과 니즈를 파악함으로서 기존에 없던 새로운 사업기회를 포착 할 수 있게 되었다. 이 논문을 통하여 싱글족의 소비심리와 소비심리를 반영하여 성공한 디자인 마테팅 사례를 연구하고 그 연관성을 살려보려 한다.

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.209-210
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• 2017

우리나라의 영화 산업이 미국 다음으로 클 정도로 영화 수요가 커진 만큼 영화 포스터는 단순히 영화를 대표하는 이미지가 아닌 마케팅의 역할로써 큰 비중을 차지하게 되었다. 따라서 영화 포스터 디자인 연출에 따른 마케팅의 사례와 성공 및 실패 요인 등을 연구하고자 한다.

• Journal of Fashion Business
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• v.17 no.4
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• pp.177-190
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• 2013

The purpose of this study is 1) to investigate the types of upscale fashion department stores' Facebook page contents, 2) to compare the types of Facebook page contents with the department stores, and 3) to explore the dimensions of the Facebook page components and their relations. For the study, three preeminent department stores in social media marketing were chosen: Bergdorf Goodman, Barneys New York, and Saks Fifth Avenue. Three hundred sixty five contents of these department stores' pages were investigated, which were uploaded from February 1st to March 31st of 2013. Content analysis, correspondence analysis, and categorical principal component analysis were used for the research. The result showed that there are four important types of contents in pages: product-related contents, fashion-related contents, department stores-related contents, and the contents of communicating with users. And these components of contents were related with department stores distinctively. The two dimensions of the page components were revealed: the basic components (contents, 'like', 'share', and 'comments') and the additional components (links and photos). Among contents, the introduction of products was appealed but news and events were not liked by users; the contents without a photo were not linked to additional information either.

• Asia pacific journal of information systems
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• v.20 no.4
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• pp.81-100
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• 2010

This study investigates the impact of website contents on Internet auction success. Based on the marketing concepts of stimuli, consumer behavior, and product involvement, the research model presents the theoretical relationships between the key factors of website contents and Internet auction performance. This study examines particularly four dimensions of website contents including transaction features, auction-specific features, seller's reputation, and information quality, which are deemed to have significant impact on the Internet auction performance, Each dimension of website contents is hypothesized to have a unique impact on a bidder's decision-making, which may vary depending on the bidder's level of involvement in the product. While transaction and auction-specific features serve as necessary components for successful auctions, a seller's reputation and information quality, as parts of satisfactory requirements, acutely affect bidders' decisions, especially those with high involvement to buy the product through a particular auction site. The outcomes of the analysis, in general, support the proposed model. The study results also provide meaningful Implications on ways in which auction websites can be improved for both sellers and auction service providers.

• Journal of Korea Game Society
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• v.9 no.6
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• pp.79-92
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• 2009

Domestic on-line game market is growing quickly, but game company doesn't grasp trial of users, and it is bent on to the contents service supply that it was lumped together only. If cannot reflect mind of a user to game contents service, decrease of the existing customer and influx of a new customer is difficult as a loyalty duty of company is decreasingly market share drops, and this is large to company sales will beat it. I will present marketing strategy regarding game contents service of game companys in this study as detecting factors to affect to reuse intention of on-line game users.