• Journal of Service Research and Studies
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• v.4 no.1
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• pp.21-35
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• 2014

Many people have a social network service (SNS) by utilizing a variety of community activities, information sharing, and the creation of social networking. In terms of marketing academics view social networks between businesses and consumers in the new communication strategy, a new way to make them in terms of marketing a new business opportunity. That is, they are actively engaged in the various marketing activities targeting customers using SNS. According to H. A. Simon's needle theory, it is efficient to make a decision within the bounded rationality due to the difficulty of collecting data in decision-making as well as the inability to collect all information because of limited time and money. If the information or the informant can be trusted, the customers would be able to make a quick decision and get higher satisfaction from it. Therefore, this study examines and thereby empirically demonstrates what role customers' trust plays in a company's marketing using SNS by exploring how trust condition works in the mediated model and, theoretically, intends to introduce an empirical methodology on more strictly mediated moderating effects and, in practice, revisit the role of trust on direct and indirect effect the SNS's Information quality has on the performance variables such as customer satisfaction and loyalty. This study thereby aims to provide a strategic tool for the companies that plan to use the SNS in developing marketing strategies.

• Journal of KIISE:Computing Practices and Letters
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• v.15 no.5
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• pp.390-394
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• 2009

The semantic web-based social network is highly useful in a variety of areas. In this paper we make diverse analyses of the FOAF-based social network, and propose an expert recommendation system. This system presents useful method of ontology-based social network using SparQL, RDFS inference, and visualization tools. Then we apply it to real social network in order to make various analyses of centrality, small world, scale free, etc. Moreover, our system suggests method for analysis of an expert on specific field. We expect such method to be utilized in multifarious areas - marketing, group administration, knowledge management system, and so on.

• Industrial Engineering and Management Systems
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• v.15 no.4
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• pp.324-334
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• 2016

Manufacturers and retailers are interested in how prices, promotions, discounts and other marketing variables can influence the sales and shares of the products that they produce or sell. Therefore, many models have been developed to predict the brand share. Since the customer choice models are usually used to predict the market share, here we use hybrid model of Probabilistic Neural Network and Artificial Bee colony Algorithm (PNN-ABC) that we have introduced to model consumer choice to predict brand share. The evaluation process is carried out using the same data set that we have used for modeling individual consumer choices in a retail coffee market. Then, to show good performance of this model we compare it with Artificial Neural Network with one hidden layer, Artificial Neural Network with two hidden layer, Artificial Neural Network trained with genetic algorithms (ANN-GA), and Probabilistic Neural Network. The evaluated results show that the offered model is outperforms better than other previous models, so it can be use as an effective tool for modeling consumer choice and predicting market share.

• Journal of Korea Port Economic Association
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• v.27 no.4
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• pp.91-107
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• 2011

This paper is concerned about applying the Fuzzy-AHP(Analytic Hierarchy Process) for an analysis of logistics network between Gwangyang port and China ports. In this study, measurement areas were selected for hardware aspect, software aspect, and marketing aspect. As for the analysis regarding measurement area, the results were shown as follows: a marketing aspect(38.7%) as the first rank: a hardware aspect(35.3%) as the second rank: a software aspect(26.0%) as the third rank. The analysis result of hardware aspect reveals that the most important element is regular route addition between Gwangyang port and China ports(45.2%). The most important element of software and marketing aspect were a government support(46.4%) and a high value transshipment cargo inducement(36.4%). As for the whole priority which conversion weight was applied, the results were shown as follows: a regular route addition between Gwangyang port and China ports(15.9%) as the first rank: a high value transshipment cargo inducement(14.1%) as the second rank: a attracting import cargo from China(12.9%) as the third rank. The result of this study suggests some guidelines for deciding priority of logistics network between Gwangyang port and China ports.

• The Journal of Industrial Distribution & Business
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• v.5 no.1
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• pp.27-37
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• 2014

Purpose - This study analyzed the characteristics of social networking sites (SNSs) using related literatures, and researched the models discussed in precedent studies, to investigate the effects of SNS characteristics upon consumers'awareness, purchase intention, and recommendation. The purpose of the study was to investigate the use of SNSs as a marketing tool. Design, methodology, and approach - For an empirical analysis, the author distributed questionnaires online and offline, to verify the models and hypotheses. Respondents were persons aged 17 or older, who were frequent users of SNSs. The questionnaire survey was conducted for 11 days from September 30, 2013 to October 10, 2013. The author distributed 450 copies and received 430 responses. Finally, 412 copies were used for the analysis after excluding 18 copies having poor answers. Results - The findings about SNS users' behavior could be used as material in the future use of SNS as a marketing tool. Further, the study provided not only theories about SNS characteristics, but also variables and items that were verified during the empirical study. Conclusions - Further studies are needed to overcome the limitations and to establish various kinds of SNS marketing strategies in detail.

• Journal of Distribution Science
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• v.8 no.4
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• pp.25-34
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• 2010

While jujubes are mainly sold in dried forms as wholesome foods, sacrificial food and so on, processed foods from jujube are neither highly recognized nor in high demand. Hence, this study has proposed ways to enhance the demand for jujube processed foods and will help prepare the ground for efficient marketing strategies, based on the survey result on the pattern in which customers in Korea purchase jujube-processed foods. The conclusion for this study has been derived by researching the relevant literature and analyzing the relevant company data and customer survey results. The study implies the following points regarding enhancing the demand for jujube-processed foods. First, long-term solutions are necessary. These may include establishing a technological system that can produce various foods processed from jujubes, and improving the customer accessibility in accordance with the changes in the retail environment. To implement these solutions, it is necessary to familiarize the customers with jujube-processed foods by securing a good sales network and through active promotion and advertising. Second, systematic marketing strategies are needed, which may be applied in developing the products as well as distribution and promotion methods and prices that correspond with the changes in the customer environment and the different tastes for various age, gender and residential area groups.

• The Journal of Information Systems
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• v.29 no.1
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• pp.113-136
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• 2020

Purpose In recent years, "Internet + " is a new social form. Has already brought the vitality of social and economic entities. The rapid development of Internet globalization, promote the development of an emerging network interaction, "Live broadcast". Viewers from all over the world can watch various types of live programs by connecting to the Internet. Viewers and live broadcasters can generate instant and efficient interactions. Design Many companies have taken advantage of the advantages of the live broadcast platform. Use live broadcasts for brand marketing activities. Branding compared to offline, online advertising is cheaper, Spread more quickly, get feedback from consumers more realistic. Merchants are also aware that this type of interaction creates a closer connection between consumers and businesses. This article will deduce a unique research model through lots of prior studies. Establish independent variables from two aspects of live software features and consumer features, and from the seven hypotheses derived, summarize how to make consumers more loyal to the same brand. The audience of Korean and Chinese live broadcast software is also growing. In order compare the differences between the consumer groups in Korea and China, this article uses the same research model, analysis of consumers in Korea and China. Findings Finally based on the results of the study. Proposal for rationalization of companies that use Korean-Chinese live broadcast platforms for brand marketing.

• Fashion & Textile Research Journal
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• v.11 no.1
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• pp.84-92
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• 2009

The purpose of this study was to examine the facilities, the current status, and the problems of Korean Exhibition Industry and to provide its future direction based on analysis of the characteristics and the recent trend of German Exhibition Industry. Data were obtained from previous research papers, periodicals, magazines, and newspapers. Also, statistical data provided by AUMA(Ausstellungs- und Messe- Ausschuss der Deutschen Wirtschaft e.V.), Association of Korean Exhibition Industries, and Global Exhibition Portal were used. In the result part of this study, various issues such as similarities and differences between Korean and German Exhibition Industry and problems of Korean Exhibition Industry were discussed. The strategies to improve the competitiveness of Korean Exhibition Industry were suggested. They are as follows ; development of global and specialized exhibitions, training of professional human resources for exhibition, formulating of aggressive and powerful oversee marketing, formation of oversee network, improving of laws, regulation and system in such a way to meet the realistic needs of exhibition, building of infrastructure such as roads, traffic networks and accomodations, raise of the Korea image and strengthen of quality of exhibition service.

• Asia Marketing Journal
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• v.20 no.4
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• pp.1-19
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• 2019

This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits. SevenBräu has been growing fast and establishing its image as a "high-quality craft beer locally produced in a traditional way" and a "beer with regional characteristics," with young consumers (aged 20 to 35) as the main target. Such remarkable growth of SevenBräu can be attributed to factors such as: (1) product differentiation to satisfy the needs of consumers for taste, flavor, diversity, and freshness, (2) developing brands with regional characteristics and actively communicating its strategy through earned and owned media, and (3) sustainable management, considering both social value creation and environmental performance. Lastly, this case study presents challenges in the areas of brand management, value delivery network, and communication that SevenBräu needs to address in the beer market that faces increasing competition.

• Asia Marketing Journal
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• v.16 no.1
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• pp.149-168
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• 2014

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.