• Asia Marketing Journal
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• v.14 no.2
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• pp.1-22
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• 2012

Gifticon is an innovative new service of SK Marketing & Company. Launched in the end of 2006 for the first time in the world, the mobile gift certificate is in the form of a SMS message that bears a bar code to exchange with real products sent to the intended recipient through internet portal, messenger or/and mobile phones. The service started by connecting individuals (B2C business) and was expanded to the new marketing tools of companies (B2B business). While the business took off with soft progress in the initial year of launch, Gifticon business finally gained its momentum in the growth of sales in its second and third year. Yet, the data showed that the growth of user-base was getting stagnant that the number of users remained flat for the past few months. Moreover, competition from latecomers such as Giftishow from KTF and Heartcon from LG Telecom gets fierce. Particularly in B2B sector where Gifticon has made minimal profit, competitors started aggressive promotional activities, taking away shares from Gifticon. Under these circumstances, team is facing tough strategic decisions for its long-term growth; How can they further grow the business? Should they go after more massive targets for broader user-base? Should they pursue B2B business more aggressively? This case study asks students to come up with solutions for these questions by understanding concepts, theories and models for diffusion of innovations and strategies to overcome a chasm.

• 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.

• The Journal of Society for e-Business Studies
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• v.19 no.2
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• pp.1-29
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• 2014

Advancement of mobile technology opened new business field in existing marketing area and in spirit of depression of advertisement market due to worldwide shrunken business, investment mobile advertisement market only jas a tendency to increase. In this paper I tried to know some factors to influence on the acceptance of customer to receive the referring advertisement continually through the study of 'KaKaotalk Plus Friends', a kind of marketing platform of KaKaotalk, the model killer application of Smart Phone. For this purpose I developed the research model based on Customer Value Theory and Social Exchange Theory etc. Futhermore based on these theories I studied the facts to influence on the acceptance of customer using KaKaotalk Plus Friends Service.

• Journal of Distribution Science
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• v.14 no.9
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• pp.15-24
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• 2016

Purpose - Key account management is a supplier company initiated relational approach that has received great attention from both academics and practitioners manifested in the business-to-business relationship literatures. However, there is widespread debate and contention on what should be the underlying theoretical base for defining this vital part of relationship marketing. With the insights from the social exchange theory, present paper explores how social exchange affects the dynamic nature of key account management relationship at the organizational level. Research design, data, and methodology - The paper follows a comprehensive review approach to examine the relationship between social exchange theory and key account management approach. Conceptual arguments and findings are assessed across studies with the main objective of showing how social exchange theory develops the governance mechanism in maintaining the key account relationship. Results - Since relational norm is considered as a glue for the maintenance of buyer-seller relationship in social exchange theory, factors develop the non-contractual governance mechanism 'relationship' in business-to-business relationship and this norm replaces or supplements more formal governance mechanisms such as contracts are explored. Conclusions - This paper advances central relational norm to manage the company's most important key customers and demonstrates how this norm can be developed in buyer-seller key account relationship. Implications from this new perspective are forwarded.

• The Journal of Economics, Marketing and Management
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• v.12 no.3
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• pp.1-12
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• 2024

Purpose: As a major economy attracting foreign investment, China is currently facing significant international economic pressure due to the appreciation of the RMB. Additionally, China is at a critical period of socio-economic development, where foreign direct investment (FDI) plays an indispensable role in stabilizing economic growth, adjusting industrial structure, and promoting economic transformation. Research design, data and methodology: This paper focuses on the relationship between RMB exchange rate expectations and FDI. It examines the magnitude of their relationship through empirical research using cointegration tests, Granger causality tests, and BVAR (Bayesian Vector Autoregression) analysis. Results: The comprehensive study of the empirical results in this paper concludes that there is a long-term cointegrated relationship between China's RMB exchange rate expectations and foreign direct investment, indicating that their relationship is stable in the long run. It is also found that RMB exchange rate expectations have a significantly positive impact in the short term, but this impact is not significant in the long term. Conclusions: The paper also considers the possibility of establishing a China-EU Free Trade Area in the future and offers policy recommendations regarding RMB exchange rate expectations and foreign direct investment.

• Information Systems Review
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• v.3 no.2
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• pp.289-303
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• 2001

The online stock transactions are gaining popularity at an incredible speed these days as more and more investors are adopting Internet as a new and convenient way of handling such transactions. As a consequence, the market for online stock exchange services is getting increasingly competitive; measuring and managing the quality of such services have become a crucial issue to the survival and growth of the stock brokerage houses. Unfortunately, however, little research effort to date has been made as to developing a set of valid and reliable measures for assessing investor perceptions of the quality of the online stock exchange service. The present study generates and tests a new set of multi-item measures for the quality of the online stock exchange service from an investor's perspective. This set of measures can be used in various stages and aspects of formulating online marketing strategies for stock brokerage firms. Marketing implications of this instrument for service providers are discussed.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.8 no.10
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• pp.71-79
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• 2018

The Internet of Things is a technology that makes it possible for objects made up of hardware and software to exchange information with one another via the Internet, thereby facilitating the servitization of the objects. An IoT service, which is composed of an IoT device and a web service, has recently been applied to the marketing field and is being used as a means to meet customer needs. However, applying appropriate marketing elements to IoT services is not easy. Therefore, analysis tools are needed to properly apply marketing elements to IoT services. This study aims to construct an analysis model for marketing evaluation of IoT services. In this study, the technical elements and marketing elements of IoT were derived through a literature review, and the analysis model for marketing evaluation of IoT services was established by exploring the relationship between the elements based on a service blueprint. We also applied real cases to verify the analytical model. This study is expected to contribute to the development of tools for evaluating IoT services.

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

• International journal of advanced smart convergence
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• v.1 no.2
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• pp.47-51
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• 2012

In highly developed society, information and communication technologies are widely used for better medical services. These information and communication technologies should be more and more acceptable in all hospitals for exchange medical records. EMR becomes more convenient than the previously used paper charts. It will be able to record medical institutions every time and dual treatment. Each is different specifications for each medical institution to use the program or document to exchange it. The personal clinic records still does not exchange well. To solve this gap between medical alienation, this paper describes the concepts of HL7-CDA and proposes types of telemedicine system. To resolve time and space constraints, new form of treatment methods presents in future directions after described about related systems. CDA enables electronic medical records to the each medical center and gradually expanded by exchanging the patient's medical records. This paper is using XML-based CDA documents as a hierarchical for medical information exchange standards compliant HL7-CDA documents. It could be possible currently used structural variety of multimedia data. Thus It is able to send and receive HL7-CDA-based medical information and clinical information to identify the medical institutions of medical information with interchange system design and building standards, and through mutual exchange of clinical information.

• Journal of Distribution Science
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• v.19 no.5
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• pp.23-34
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• 2021

Purpose: This study identifies the critical elements of relationship management required to be studied in distribution sciences to create a relational bond of watch manufacturers with their retailers in India. The offline watch retail market is undergoing a rapid transformation due to technology intervention in the product portfolio and the advent of online retailing. The study identifies the interrelationships amongst the constructs of interdependence, trust, affective commitment, and information exchange to form long-lasting relational bonds in the watch industry. Research design, data and methodology: We used a path analysis to investigate the relationship between interdependence, trust, affective commitment, and information exchange. Data has been collected from 143 watch retailers using judgmental sampling method. Results: The data analysis suggested the establishment of measurement and structural model. The absolute and relative goodness of fit models in the causal analysis are 0.628 and 0.959 suggesting a sufficient fit index. Based on the analysis of direct and indirect effects, the results indicate that trust fully mediates the effect of interdependence and information exchange of retailers with the manufacturer. Conclusions: Trust plays an important role in driving commitment and information exchange between watch manufacturers and retailers. Interdependence in the manufacturer-channel relationships would lead to affective commitment only when trust exists in the relationship. [AMAWATE, Vibhas.] in Web of Science and Scopus).