• Annual Conference of KIPS
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• 2012.11a
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• pp.1619-1622
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• 2012

최근의 인터넷환경하에서 고객들과의 소통을 통한 관계의 이해와 관리 필요성이 증가하면서 고객관계관리(Customer Relationship Management, CRM)가 중요한 기능으로 고려되고 있다. CRM은 인터넷의 발달과 함께 e-CRM으로 발전되었으며, 최근 소셜 네트워크 서비스(Social Network Service, SNS)가 활성화되면서 s-CRM으로 변화하고 있다. SNS 는 자기를 표현하는 프로필과 사용자 간의 연결을 통한 소통으로 구성되어 있으며, 사용자간의 의견교환을 통한 자발적인 홍보와 노출뿐만 아니라 고객과 기업의 직접적인 커뮤니케이션 창구로서 CRM 마케팅을 펼치기에 적합하다. 본 연구는 SNS 중 현재 가장 많은 회원을 보유한 페이스북 팬페이지에서 e 쿠폰 발행을 매개로 소셜 네트워크 이용자들을 대상으로 충성 고객을 확보하기 위한 요인들을 분석하였다. 본 연구 결과는 페이스북 기업 팬페이지의 좋아요, e 쿠폰 발행, e 쿠폰 사용내역에서의 각 요인들의 영향을 분석하였다.

• The Journal of the Korea Contents Association
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• v.13 no.5
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• pp.396-407
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• 2013

The role of influentials to maximize word-of-mouth effect can be seen to be very important. In this paper, we have the perspective of corporate marketing to understand Twitter influentials. We start from the point of view of who can induce eventually most exposure of tweets when he tweets the company's specific marketing messages. From this perspective, we observe both the follower influentials who have many followers and the retweet influentials who induce many retweets by visualizing graphs from network data collected via Twitter Search API. Although some users have small followers they may bring much more exposure than follower influentials if they can induce retweets by follower influentials. On the contrary, some retweet influentials who don't induce retweets by follower influentials may bring very little exposure. This suggests the fact that some small users who can induce retweets by influentials might have more important role than influentials themselves in order to increase the exposure of tweets. These users also are seen to have high centrality measures in the network structure.

• Journal of Korean Library and Information Science Society
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• v.48 no.4
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• pp.181-207
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• 2017

The purpose of this paper is to provide values and effectiveness to libraries making a new social network service marketing model and strategy. According to study, when libraries entice library users with social network services, the users become loyal customers who give libraries long-term supports. For method of study, it establishes 15 hypotheses and proves those hypotheses with 157 responders. After inspecting hypotheses, 13 hypotheses are adopted and 3 hypotheses are dismissed. During the research, it is verified that usefulness perceived by library users is the most important factor of user satisfaction and continuous use intention which increased library users' intention to continue visiting the library. In addition, effectivness of marketing and cause are found in order of system quality, information quality, reliability, interactivity, subjective norms. In other words, the study found that library users found their information for using social network services and this attribute affects user satisfaction and ultimately continuous use intention in a positive way.

• Journal of Information Technology Applications and Management
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• v.27 no.6
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• pp.197-224
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• 2020

Mobile games have become one of the most important driving forces of the game industry. We focus on the continuous intention to use Chinese mobile games from the perspective of experiential marketing and network externalities. We integrate user experience, network externalities and flow theory into expectation confirmation model and explore the influencing factors of continuous usage intention of Chinese mobile game and propose a research model. Game experience, service experience, perceived enjoyment, social interaction, challenge, perceived number of users and perceived number of peers were employed as independent variables, while flow, perceived value and satisfaction as mediating variables and continuous intention as the dependent variable. After surveying 426 samples, the model is tested with structural equation model. The results reveal that perceived enjoyment significantly positively influences perceived value, flow, satisfaction, and continuous intention. The greater the enjoyment of the game, the greater the satisfaction of the game and the greater the willingness to use it continuously. Game experience has a significant direct effect on continuous intention, which indicates that a better game experience can retain more users. Service experience and perceive number of peers positively influence satisfaction. Another finding is that social interaction and perceived number of users positively influence perceived value and flow, which indicate that social attributes are critical roles for retaining users. Game challenge also positively influences flow. The proper level of challenge is more likely to cause users to enter the state of flow. Flow indirectly influences continuous usage intention through the satisfaction of the game, which indicates that satisfaction is driven by flow experience and further retaining users. Empirical results implied that mobile game companies need to focus on improving user experience, expectation satisfaction and extending network externalities to improve the continuous intention of using mobile game.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.19 no.2
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• pp.141-157
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• 2024

This study analyzes the effect of enterepreneurial competencies on start-up performance through network activities for young entrepreneurs. Enterepreneurial competencies are composed of opportunity recognition competencies, marketing competencies, technical competencies, and creative competencies. A total of 354 questionnaires collected from young entrepreneurs residing in the country were used for empirical analysis. SPSS v28.0 and PROCESS macro v4.3 were analyzed based on the research model of a single-parameter single-mediated model. As a result of the analysis, first, it was found that among the enterepreneurial competencies, opportunity recognition competencies, marketing competencies, technical competencies, and creative competencies have a positive (+) significant effect on network activities. Among them, it was found that marketing competence has the greatest effect on network activities and technical competence has the least effect. Second, network activities were found to have a significant effect on start-up performance in a positive (+) direction. Third, among enterepreneurial competencies, opportunity recognition competence, marketing competence, technical competence, and creative competence were found to have a positive (+) effect on start-up performance. Among them, it was found that creative competence had the greatest effect and technical competence had the smallest effect. Fourth, network activities were found to mediate between enterepreneurial competencies and start-up performance. As for the relative effect size of the indirect effects of independent variables, it was found that marketing competence had the greatest effect on start-up performance and technology competence had the smallest effect. The academic implications of this study include investigating the significance and relationship of various variables, providing verification of theoretical frameworks related to entrepreneurship, identifying the main drivers of start-up success, and suggesting the importance of the network between enterepreneurial competencies and start-up performance. In addition, the practical implications of this study suggest the importance of marketing competencies for networking, and suggest differentiation of competencies. It emphasizes the strategic role of creative competence and provides guidance to policymakers for supporting start-ups on customized policies for fostering valuable start-ups.

• Journal of the Korean Society of Environmental Restoration Technology
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• v.6 no.1
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• pp.57-64
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• 2003

This study aims to discuss the characteristics on marketing distribution of landscape materials after consideration in the side of cognition on the present condition of marketing which is important factors for analysis in understanding the market of landscape materials. To do this, the investigation of marketing distribution are to collect data refer to purchases and sales reports and questionnaires, these results are used to analyzed the operative factor of forming market structure and problematic, improvement spot of marketing distribution. The periodic range of this paper is limited on 609 landscape materials and examination was performed from 21.Feb. to 15.Mar, in 2002. The results of the whole prices trends and marketing distribution survey can be summarized as follows : 1. Differences of cognition on marketing distribution among four group toward problematic spot on product and marketing of landscape materials was summarized as follows : 1) Group of landscape design : Interest of government, Various articles. 2) Group of landscape construction : Communication of marketing information, Role of intermediary ecc. 3) Group of landscape materials and cooperation between company and university : Interest of government ecc, 2. Differences of cognition on marketing distribution among four group toward improvemental spot on product and marketing of landscape materials was summarized as follows : 1) Group of landscape design and construction : Network of marketing distribution on landscape materials, Criterion of articles, Quality adiministration through establishment of sale level ecc.. 2) Group of landscape materials : Employment of specialist education program ecc.. 3) Group of cooperation between company and university : Conscious reformation of comsumer ecc.

• Journal of Information Technology Services
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• v.11 no.3
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• pp.103-127
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• 2012

With the advent of SNS (Social Network Services), the product reviews by friends in SNS are intensively utilized for online marketing. However, there is a lack of empirical evidence on the actual marketing effect of SNS reviews, although we need to identify who can be the target of SNS marketing in terms of customer attributes, preferences, or experiences. In this study, we investigate the moderating role of customer attributes in identifying the effect of SNS reviews on customer purchasing decision. As the moderating variables, we adopt 'information search experience' and 'perception of information overload'. Research results evidence that, in order to understand the effect of SNS reviews in a comprehensive manner, we need to examine it in the context of various related factors such as 'information search experience' and 'perception of information overload'. The results show that the persuading effect of SNS reviews for product purchasing is stronger for the customers with the lower information search experiences as well as the lower perception on the information overload on the web. This result delivers managerial implications on who can be the target customers of SNS marketing.

• The Journal of Society for e-Business Studies
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• v.5 no.1
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• pp.93-104
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• 2000

Domestic automotive industry is also facing the moment it should be with a competitively priced and highly qualified automotive ta compete with worldwide automotive makers of world market through global marketing and global sourcing. At this point, weve been studying xNX model of USA, Japan and Europe with OEMs, suppliers and KAMA(Korea Automotive Manufacturers Association) to give a network infrastructure of guaranteed service quality network performance, reliability, security and trouble handling. We hope all efforts above mentioned will make the whole industry more competitive and powerful.

• Ocean and Polar Research
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• v.34 no.3
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• pp.349-364
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• 2012

This study focuses on systematic structure of factors, which affect commercialization of ocean science and technology (OST), applying both grounded theory methodology (GTM) and semantic network analysis methodology (SNAM) by using in-depth interviews with 8 specialists previously experienced in the same field. This study further focuses on clarification of the distinctiveness and universality of commercialization factors on OST by comparatively analyzing on the commercialization factors of general sciences and technologies. Using SNAM, it was determined that commercialization success required connected support system, government support, technology marketing, technology power and characteristics of commercialized entities, which were identified as dominant factors. GTM presented an outcome that connected support systems among participants in commercialization and found that research institute strategies are significant factors in the core phenomenon of commercialization, while technology marketing, technology power and market-oriented technology are important conditions. In addition, the factors of technology, market, connection of participants and government support of commercialized entities are shown as equally important factors for commercialization of ocean science and technology. Secondly, SNAM results indicate that ocean science characteristics depend on a network of government support, research institute strategy, organization and manpower, capital power, and technology marketing, as these ocean science characteristics have been identified as significant factors in the GTM study. It has been determined that technology, market and government support should be connected in order for commercialization of ocean science and technology (OST). Moreover, commercialization methods, applied to the marketing of commercialization of ocean science and technology is differentiated from others since commercialization success is more relevant to these factors.

• International Journal of Advanced Culture Technology
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• v.8 no.2
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• pp.146-158
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• 2020

As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.