• The Research Journal of the Costume Culture
• /
• v.12 no.1
• /
• pp.41-58
• /
• 2004

The purpose of this paper was to propose the efficient strategies of internet fashion shopping malls to success in the internet shopping mall market growing rapidly. Representative 5 internet fashion shopping malls - Halfclub, Fashionplus, e-Hyundai, Hansol CSClub and LGeShop - were selected and in-depth interviews were performed to analyze their marketing 4P's strategies. The results of this study are as fellows. Five shopping malls'main targets are women in twenties and early thirties. The price strategies are various according to shopping malls'character. In general, there are small amounts of discounts on new products(about 5%) which are sold by department stores. Shopping malls executed delivery of goods by cooperation with distribution companies and direct distribution of subcontract companies. Shopping malls are sending e-mails to the members as a promotion strategy. CRM(Customer Related Management) is partially implemented. Joint purchase and various events are conducted frequently. Shopping malls guarantee exchange and refund services.

• Asia Marketing Journal
• /
• v.25 no.4
• /
• pp.231-242
• /
• 2024

This research investigates how loneliness affects people's preferences for products that appear in social media ads. Four studies examine the impact of loneliness that is both measured in an established scale and situationally induced via a recall task. Individuals who experience higher levels of loneliness evaluate the same products more highly when they are advertised in a social (i.e., Instagram) compared to non-social (i.e., brand website) media platform. This effect occurs because loneliness increases people's attention to others' social evaluation of a product, and social media ads provide this information via social cues such as "likes" embedded in the ads. When the social cues are absent, the advantage of advertising on social compared to non-social media for people with high (vs. low) loneliness disappears. The findings suggest that social media ads have a unique appeal for individuals experiencing loneliness and highlight the role of social cues in shaping product evaluations.

• The Journal of the Korea Contents Association
• /
• v.19 no.12
• /
• pp.389-397
• /
• 2019

As the usage of e-cigarettes and its effects on health harms receive attentions, the debate over regulating e-cigarette industry's' social media marketing has been heated. While the industry has aggressively employed social media marketing such as YouTube, little research has examined what kinds of e-cigarette information is delivered to Korean viewers through YouTube. This study investigated the presence of product-related information and health harm information in the videos, and the characteristics of YouTube creators. The proportion of female creators was smaller than male creators, but more than female smoking rates. The results showed that product-related information such as taste, design and convenience was mentioned more than half the videos, but health ham was mentioned less. Videos which mentioned convenience and design tended to not mention health harm. These results could be used to support the current regulation approach over e-cigarette YouTube marketing.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2011.10a
• /
• pp.619-620
• /
• 2011

Recently, the intense competition among various forms of online shopping also more deepen. So in online shopping and offline shopping can get differentiation characteristics of competitiveness, so our marketing target is the couples and planning to couples' activity is necessary. In this research, it is planning and implement an web site to design and implement sales strategies for the young people. For this, we analysis based on the existing commercial site's event planning of couples, design and suggest strategy for increasing sales, construct a web site with couples' birthday marketing strategy and various commemorative activities and customer visit web sites with activities more prominent as the goal, and with marketing planning and information configuration as the centre. This is expected to be through to increase effect of the part of the object by customer group activities to improve sales.

• International Commerce and Information Review
• /
• v.10 no.1
• /
• pp.51-72
• /
• 2008

Recently, CRM has been integrated with e-CRM based on information and technology and its introduction is increasing. In particular, as a-CRM effectively collects information of customers with low cost and consolidates relations with customers through interactions with them, it is easier to achieve the marketing goals of companies. This study examines theories of CRM and a-CRM, and discusses development plan for successful introduction of e-CRM based on case studies on its introductions. Political suggestions are presented as follows: First, the basic rule to manage customers in respect to e-CRM is customer-oriented management. For optimal customer management, various customer service channels that support customers in real world as well as online should be provided for the best e-CRM system. Second, of increasing online customers, important customers should be sorted out for which individualized services should be provided and if so, they can be faithful customers. It is believed to be a true development direction of e-CRM appropriate to current society. With introduction of e-CRM, values and needs of customers should be analysed through various sorts of communication and information activities, and segmental marketing activities should be developed.

• Journal of Intelligence and Information Systems
• /
• v.12 no.1
• /
• pp.163-175
• /
• 2006

This paper provides a corporation's marketing strategy under a ubiquitous computing environment: a WOM(word-of-mouth) marketing using RFID(Radio Frequency Identification) technology and a business model which facilitates the word-of-mouth marketing. To this end, we examine the word-of-mouth communication effects on consumers' life, changes in corporations' attitude toward word-of-mouth marketing, and the difficulties that corporations have in conducting word-of-mouth marketing. The business model this paper suggests makes seamless business-to-consumer and consumer-to-consumer networking possible using the RFID technology and facilitates the word-of-mouth marketing through incentive system of each economic player.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.12
• /
• pp.529-540
• /
• 2021

This study proposes a model and attempts to illustrate the relationship between the frequency of dynamic capability utilization and marketing capabilities, and how market, technology, and competitor turbulence may affect these relationships. The findings suggest that in a highly turbulent environment, frequent use of sensing and integration capabilities may cause certain changes in the impact of marketing capabilities, and in a highly competitive environment, marketing capabilities are positively correlated with company performance. The sample consists of 212 enterprises of China with a three-year vertical data span. The partial least square program Smart-PLS was used for data analysis. The careful management of dynamic capabilities (i.e., relational, sensory, and inclusive) is required to address environmental conditions to achieve capacity alignment and ultimately enhance performance. Our findings demonstrate that relationship capabilities are valuable to the organization and might even help improve its sensing and integrating capabilities. In a highly competitive environment, marketing capabilities contribute the most to company performance. The more frequent the environmental turbulence, the higher the impact of integration capabilities on marketing capabilities. This situation necessitates the organization's usage of dynamic capabilities to modify its marketing approach effectively between stable and turbulent environments.

• Journal of KIISE:Computing Practices and Letters
• /
• v.8 no.5
• /
• pp.489-500
• /
• 2002

As the interest in business interest is increased, data mining is increasingly used in BI as the core technique. To support Business Intelligence in e-business environment, the integrated data mining system which included in various mining operations should be able to flexibly integrate with database system and also it must provide the easy and efficient interface to implement the marketing process in various business applications. In this paper, we have implemented the EC-DaMiner system to support business intelligence in e-business area. The implemented system can be integrated with the conventional database system with the standard interface. Business applications can use MQL mining query language to discover the rules and mining result is modeled in marketing database, and the EC-DaMiner system make the implementation of business marketing process more easy.

• Journal of Information Technology Applications and Management
• /
• v.13 no.3
• /
• pp.181-200
• /
• 2006

The purpose of this study is to examine factors influencing online product transformation focusing on benefits of online shopping and word of mouth. Generally, it has been known that buying search goods is more proper than experience goods in the online. However benefits of online shopping and word of mouth make product transformation from experience goods to search goods and the product transformation promote the purchase of experience goods online. We developed a conceptual model of online product transformation including benefits of online shopping(e.g. good price and convenience), online word of mouth (e.g. bulletin board and consumer reviews), and consumer characteristics (e.g. innovativeness and Internet usage). Also, we suggest several research propositions on online product transformation. The implications for marketing strategies of experience goods and furher research direction are suggested.

• Journal of Information Technology Applications and Management
• /
• v.15 no.1
• /
• pp.43-65
• /
• 2008

This study investigates the effects of business environment on the e-business strategy and performance of venture firms. The development of the research model is based on the empirical studies on the strategy literature. The data from the survey was analyzed using Partial Least Squares(PLS). For Daedeok Valley Venture Firms, product innovation differentiation strategy is affected by environmental uncertainty. And, cost leadership strategy tend to be influence by environmental uncertainty. Finally, venture firm's performance is effected by cost leadership strategy and marketing differentiation strategy. However, for in Hsinchu Science Park Venture Firms, product innovation differentiation strategy is affected by environmental uncertainty and heterogeneity. And, marketing differentiation strategy is enhanced by environment uncertainty and industry growth. In addition, cost leadership strategy tend to be influence by environmental uncertainty and heterogeneity. Finally, venture firm's performance is effected by cost leadership strategy and product innovation differentiation strategy.