• Journal of Distribution Science
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• v.20 no.5
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• pp.65-74
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• 2022

Purpose: This paper evaluates which characteristics of marketing communication content distributed on social networks impact electronic word-of-mouth (e-WOM). Research design, data, and methodology: Quantitative research was carried out on 637 Vietnamese people aged from 18, who were exposed to marketing communication programs of fashion brands. Preliminary data were analyzed by the reliability of the scale, multivariate regression analysis, and analysis of variance. Results: The research findings have identified the four characteristics of social media content that positively impact e-WOM, including entertainment, interaction, trendiness, and customization. Participants aged 30 and under have a higher appreciation for media content and e-WOM than those from 31 and over. Conclusion: To promote e-WOM, marketing communication content distributed on social networks should focus on the following characteristics: (1) The entertainment of marketing communication content should involve positive emotions, fun, and enjoyment; (2) With interactive content, focus should be placed on discussion and exchange content, content that encourages sharing, and two-way interactive content; (3) For trending marketing communication content, marketers consider communicating brand-related latest information, up-to-date information, and hot discussion topics; and (4) When creating customized content, brands should be interesting, customized (information, product, price), and unique.

• Journal of Korean Library and Information Science Society
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• v.39 no.1
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• pp.169-194
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• 2008

Library marketing is increasingly becoming a crucial part of library management as it allows libraries to analyze its customer base and their needs, develop library products and services customized to such needs, and actively promote those new developments to customers. To realize those steps, we need a competent marketing librarian. This study aims to define the role of marketing librarians and their required capacity to develop and execute effective library marketing strategies, and it also suggests training methods to foster marketing librarians.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.460-470
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• 2022

Customized cosmetics are emerging as a consumer product that companies should pay attention to in the beauty industry due to the combination of market trends and institutional introduction of customized cosmetics. In this study, six offline service brands and online service brands currently in Korea were selected to understand the current status of domestic customized cosmetics online and offline services and to derive detailed characteristics, and the cases of each brand were analyzed. The results are as follows. First, customized cosmetics services could be classified online and offline. Second, customized cosmetics brands could be divided into general brand types and brand extension types. Third, skin data measurements could be classified into genetic analysis, big data-based surveys, and device measurements. Fourth, customized cosmetics manufacturing could be classified into a device manufacturing system, a consultant manufacturing system, and an individual production process system. Fifth, customized cosmetics distribution and delivery could be classified into same-day sales, general delivery, and regular delivery. The results of this study are meaningful in that they have identified and analyzed the current status of personalized cosmetics on-line and offline systems in recent trends, and it was confirmed that creative attempts in the domestic customized cosmetics market continue to change. It is hoped that this study will provide information and ideas to the beauty industry and related experts in the future and be used as basic data for customized cosmetics marketing

• Culinary science and hospitality research
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• v.7 no.1
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• pp.203-227
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• 2001

The purpose of this study is to be groped promotion plan of internet marketing of Family Restaurant to get the motive, which is target market of Family Restaurant in Korea, and segment market of Internet users shows identity. Internet is observed as new marketing tool to understand customized needs of customer and to provide service to them in form of the customization. Based on the case study of Homepage of Family Restaurant in Korea, I would propose promotion plan as follow. First, enhance the function of the database marketing through the two-way communication. Second, enforce the e-commerce through the corporate-marketing in which same target market in cyber space. Third, develop the management skill for the Internet marketing in homepage as like specialty of contents.

• The Journal of Economics, Marketing and Management
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• v.2 no.3
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• pp.1-5
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• 2014

The author could recommend suitable gruel in accordance with customer's needs to widen scope of selection and to increase customer satisfactions. The research would be of great help to increase sales. The professional entertainment could increase customers' reliability to be given more order: The author felt pleasant to greet customers owing to customers' compliments being healthy by taking gruel after cognizing ingredient and effects.

• Journal of Digital Convergence
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• v.14 no.10
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• pp.311-317
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• 2016

In a smart commerce market, customers are seeking customized shopping services optimized for personal tastes and customized shopping experiences based on customers' tastes. Accordingly, individually customized services are needed more than anytime now. According to this demand, companies provide messaging services to the consumer, but do not include a personalized service for each individual. The purpose of this study is to combine the techniques of personalized services with messaging services and presents system construction plan and integrated model system for corporate messaging services and thereby possible are maximizing marketing effects and analyzing effects of cost savings. Applying the operation of the integrated model is proposed and message transmission scheme through effective personalization can be applied to personalized model using the personalized information according to customers' requirements. The integrated model of personalization on this study is expected to be highly effective when combined with the search service.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.4
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• pp.122-127
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• 2020

After the THAAD crisis, Goyang city's Global Medical Service performance is showing a sharp decline compared to other cities and provinces. In particular, the contraction of participants who can create policy outcomes such as Medical Institutions and Attracting companies has emerged as the biggest problem. Therefore, Goyang City wanted to derive effective marketing policies and establish marketing policies according to their priorities in order to prevent the deaths of the future patient visitor market as well as performance. In order to examine such policy needs more closely, this paper reviewed the Global Medical Service policies of Goyang City based on AHP analysis, and derived a ranking of 28 major policies and preferred policies for each participant. In the future, Goyang City is expected to derive major policy effects by applying the results of this study to the establishment of marketing policies through customized policies for each medical institution type and Patient attraction company.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.7
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• pp.1100-1110
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• 2010

This study investigates the attitude and intention of consumers to use customized golf gloves depending on the Technology Acceptance Model (TAM). TAM consists of perceived ease of use and perceived usefulness. To conduct the quantitative research, we collected data from 182 consumers. SPSS 14.0 was used for statistical analysis. Descriptive statistics, factor analysis, reliability analysis, t-test and path analysis were implemented. The results of this study are as follows. First, the subjects were divided into two groups with one group higher in purchase intention. The difference between the two groups was significant. The higher purchase intention group was higher in the perceived ease of use, perceived usefulness, and positive attitude toward customized golf gloves than the lower purchase intention group. In the lower group, the perceived ease of use and perceived usefulness influenced the intention to use through the attitudes of consumers. On the other hand, in the higher group, the perceived ease of use and perceived usefulness influenced the intention to use directly as well as through the attitude of consumers. Therefore, a different marketing strategy must be designed according to purchase intention in marketing innovative products.

• Management & Information Systems Review
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• v.38 no.4
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• pp.1-24
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• 2019

This study confirms the responses of consumers when the composition of emoticon bundles can be selected by individuals in MIM service. This aims to verify that customized bundling is a valid marketing strategy in the MIM emoticon market. Currently, the emoticon bundling used in Korean MIM services is in the form of pure bundling. As a result, Consumers must purchase an entire bundle even though he/she doesn't need to use all the emoticons contained in it. Some researches(e.g. Hitt & Chen, 2005; Wu & Anandalingam, 2002) show that when consumers value only part of the products or services included in pure bundling, customized bundling is much more profitable. In their works, customized bundling is appropriate when marginal costs are near zero. Information goods, such as emoticons, meet the condition. On the other hand, customized bundling increase the choosable options, so it can pose a problem of complexity (Blecker et al., 2004). And consumers may experience information overload(Huffman & Kahn, 1998). Thus, judgement on the necessity to introduce customized bundling needs to be made through empirical analyses in the light of characteristics of the product and the reaction of consumers. Results show that when customized bundling was introduced, consumers' purchase intention and willingness to pay significantly increased. Purchase intention for customized bundles has increased by 0.44 based on the five point Likert scale than the purchase intention for existing pure bundles. The increase in purchase intention for customized bundles was statistically independent of the existing purchasing experience. In addition, the willingness to pay was increased by about 2.8% compared to the price of the existing emoticon bundles in the whole group. The group with experience in purchasing pure bundles were willing to pay 5.9% more than pure bundles. The other group without experience in purchasing pure bundles were willing to buy if they were about 5% cheaper than the existing price. Overall, introducing customized bundling into emoticon bundles can lead to positive consumers responses and be a viable marketing strategy.

• Asia Marketing Journal
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• v.16 no.1
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• pp.195-214
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• 2014

Many oil refinery companies have been proactively carried out marketing activities to survive in highly intensified service station industry. In 2012, SK Energy ranked number one in three customer satisfaction surveys (NCSI, KCSI, and KS-SQI). SK Energy's success is in its differentiated customer satisfaction business strategy. SK Energy has been implementing various marketing activities. As a part of the activities, it issued an affinity credit card with on spot discount privilege for the first time in the oil refinery industry. SK Energy also issued EnClean bonus card for OK Cashbag points that can be used for discounts at the service stations. On top of all, SK Energy generated point value-up with '3K Exclusive Privilege' program. In addition, team 'CS 119' was formed to noticeably improve the service. 'CS 119' visited each service station, diagnosed its CS service level then provided customized field training for improvement. Long-termimplementation of 'ACE Program', a field-base CS monitoring system, regularly checked customer satisfaction level. 'ACE Program' has significantly contributed improving SK Service Station's service quality and customer satisfaction. This case reviews customer satisfaction marketing activities SK Energy carried out. The focus is on distinctive factors that distinguish SK Energy's customer satisfaction marketing activities from competitors.