• The Journal of the Korea Contents Association
• /
• v.15 no.10
• /
• pp.92-104
• /
• 2015

Many publishing companies go to storytelling marketing through facebook in these days. Because storytelling marketing through facebook is thought for publishing company as useful marketing method in accordance with the increase of social media user. Thus, this study classified storytelling marketing type by episode, experience, anniversary, information and also analyzed the difference of cognitive reaction, emotional reaction and variables which effect to purchase intention according to each storytelling marketing type. As the results, anniversary type and information type got more positive reaction from responses rather than episode type and experience type with respect to likability, reliability, informativeness, engagement. Also engagement, likability, informativeness are revealed as major variables which effect to purchase intention of each storytelling type. Thus, storytelling marketing of publishing company through facebook need to focus on anniversary type and information type. And it is important to combine naturally the information regarding to book that publishing company want to sell with the fun, pleasure factors that story can give.

• The Journal of the Korea Contents Association
• /
• v.8 no.4
• /
• pp.147-154
• /
• 2008

The present research relates to a study on how cultural marketing increases a corporate image and has effects on purchase intention, an object of which is to understand how a consumer perceives the image of the corporate that carried out the cultural marketing and the corporate image has effects on intention of buying products of the corporate. The research was made on 102 university students from Seoul and Choong-Chung Do and compensated by PLS(Partial Least Square)in consideration that it is not well unknown to common people and the number of those questioned is small, and the case of Kumho Asiana was selected as the corporate for the cultural marketing, which results in as follows. First, the cultural marketing has positive effects on three elements(business conduct, social conduct, and marketing image) of the corporate image, but gives an inconvincible explanation of the corporate reliability image. Second, among four corporate images, social conduct, corporate reliability and marketing image except the business conductor have positive effects on the purchase intention.

• Journal of Korean Society of Industrial and Systems Engineering
• /
• v.42 no.3
• /
• pp.184-192
• /
• 2019

Focusing on the emerging influencer market of SNS (Social Network Service), This study attempts to clarify the priority of Influencer characteristics when the customer decided to purchase products through the promotion of influencers. Since the influencer marketing differs from the Online information source marketing, this study has an academic implication in that integrated the influence of the characteristics of the Online information sources and the characteristics of SNS contents. For this purpose, through the literature research on Information sources and Influencers, the characteristics of influencers were reconstructed and priorities were derived using the AHP (Analytic Hierarchy Process) technique. The upper layer of the AHP structure was set to expertise, trustworthiness, social attractiveness, and content attractiveness, and the lower layer structured the model with 13 subfactors. The results are summarized as follows. First, in the result of combining the importance of the $1^{st}$ and $2^{nd}$ classes, the detailed factors of expertise and trustworthiness, ranked from the top to six, are largely influenced in purchasing decisions in influencer marketing. Second, content attractiveness is the third rank in the $1^{st}$ layer. Influencer marketing shows that content is more important than social attractiveness. Besides, the $7^{th}$ to $9^{th}$ positions of the overall rankings accounted for visual information, storytelling, and external attractiveness, which are the details of content attractiveness, and it is confirmed that it is more effective for influencer marketing to emphasize content attractiveness than social attractiveness. Although the influencer marketing differs from the existing information marketing, this study has an academic implication in that integrated the influence of the characteristics of the source and the characteristics of the contents.

• The Journal of the Korea Contents Association
• /
• v.21 no.8
• /
• pp.559-570
• /
• 2021

This study examined the dual mediating effects of drinking motivation and drinking level between alcohol advertising, alcohol sale promotion marketing exposures, and alcohol-related harms. The survey has been conducted on 2,000 adult men and women aged 20 to 70 years, recruited by an online survey. As a result, it is found that alcohol advertising, alcohol sale promotion marketing exposures, drinking motivation, drinking level, alcohol-related harms appeared more in men than in women. In addition, alcohol advertising, alcohol sale promotion marketing exposures have positive effects on alcohol-related harms. Also, drinking motivation and drinking level partially mediate the effects of alcohol advertising, alcohol sale promotions marketing exposure, and alcohol-related harms. In order to prevent alcohol-related harms, a social environment that causes alcohol-related harms should be tightened regulations about alcohol advertising, alcohol sale promotion marketing exposures. Based on these results, this study discusses that needs the intervention not only personal perception but also social environment and regulations about alcohol advertising, alcohol sale promotion marketing.

• Culinary science and hospitality research
• /
• v.9 no.2
• /
• pp.44-63
• /
• 2003

This study is about internet marketing of family restaurant through marketing mix and we found out the way which can make to activate by means of analysis of family restaurant's homepage. This study was done as following precedure. First, we've compared between characteristic was based on contents distinctive quality of family restaurant's homepage through the marketing mix. And in the next step, we've compared and ana lysed homepage of family restaurant which was chosed by the internet surfing. In the last, we evaluate strategy of marketing mix which is going well in the each field of business and then research of the way can improve internet-marketing. We draw the findings which is seperated by goods, price, promotion, distribution, other service according to marketing constituents. As a result of study, it is found that each company has given much more weight on some part in internet marketing's field of activity. In general, they put an emphasis on activity of goods and promotion. On the other hands they don't consider prices and delivery to be important compared with other parts. One of the most important things about internet-marketing is that fast and exact feedback and community makes each firm to be able to help to communicate with customer. It's like off-line-restaurant make use of free-coupon and an anniversary service.

• Journal of the Korea Society of Computer and Information
• /
• v.24 no.9
• /
• pp.135-142
• /
• 2019

Given the ability and skills required by modern people, marketing can be divided into knowledge-related skill such as marketing plans, market segmentation, and marketing mix management and supportive skill such as communication, inter-organizational management, creativity, and decision making. Knowledge related skills can be nurtured in existing marketing classes, but it is recognized that special educational programs such as self marketing are needed to develop and train supportive skills regardless of education levels or major education. This paper is aimed to design for marketing educational program for the self marketing. In this study, a DACUM method job analysis to extract contents by specialists such as model setting of task and job, job statement, job analysis, education course development, and so on. In the first place, this report presents job analysis model by procedures for developing selection criteria of examination questions of the self marketing qualification. The first step is preparation for job analysis, the second step: the establishment of job models, the third step : the job specification and task analysis, the fourth step: the review of job model, the fifth step: the establishment of subjects for examination matrix table for making questions.

• The Korean Journal of Franchise Management
• /
• v.6 no.2
• /
• pp.87-104
• /
• 2015

This study, based on theoretical and practical understanding of franchising, aims to conceptualize franchising in terms of marketing mix and proposes new paradigm of franchising. New schema of the franchise marketing mix involves both customer gap and franchisee gap by including customer and franchisee contacts and sets activities that include components of franchise system as the factor of marketing mix. So we could suggest the franchise marketing mix, '4F' by introducing conventional marketing mix concept into this assumption. The 4F schema consist of four sub-dimensions: 'Format', 'Fee & Royalty', 'Franchising Process', and 'Franchise Communication', which correspond to '4P'. In perspective of marketing mix, we could divide the franchise system into primary activity and support activity, then we also could categorize the fundamental activity into four-classification system, 4F schema. We expect that franchise marketing mix, 4F can be useful both theoretically and practically as it not only is not too different from the conventional marketing mix, but it also proposes franchise value chain by including unique characteristics and contents of the franchise system.

• Journal of Digital Convergence
• /
• v.14 no.2
• /
• pp.169-173
• /
• 2016

With the rapid growth of IT technology and development of online shopping, e-commerce activity through online environment is going to grow in various forms. And then the intense competition also more deepen in the companies within the online market. The study on the various contents production and environment configuration for sale strategies has been made. Among online market products, it is needed to develop marketing strategies for online sales related to rings products. In this paper, through the analysis of online content and components of companies, it has obtained the appropriate components in the ring industry. In particular, aiming to young customers, we looked about components suitable for them and built site. As a result based on the above analysis, we anticipate that it will be able to see forward to a competitive ring marketing.

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

• Journal of Digital Contents Society
• /
• v.15 no.6
• /
• pp.683-699
• /
• 2014

This study examines the key factors which influence the strategic consideration and intention of adoption of internet marketing of small-and-medium sized companies, based on theoretical consideration of innovation diffusion theory and previous studies related. The result of analysis shows that the degree of market competitiveness, customer dependency, the level of internet marketing knowledge and experience have significant effects on both of strategic consideration and adoption intention for internet marketing. Also, learning commitment has negative influence on strategic consideration only, while environmental dynamism does on adoption intention. Comprehensively, the findings implies that firms consider selection of internet marketing to reduce the severity of competitiveness and that firms which has more knowledge or experience about internet marketing seems to consider selection of internet marketing through the perception of the effects of internet marketing or possible access to internet marketing. Based on the findings that the level of internet marketing knowledge and experience have much significant effects on both of strategic consideration.