Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of Social Media PR Marketing on Corporate Brand Expansion

소셜미디어 홍보마케팅이 기업브랜드 확장에 미치는 영향

  • Jeon, In-Oh (Department Of Information Management Graduate School Of Venture, Hoseo University)
  • 전인오 (호서대학교 벤처전문대학원 정보경영학과)
  • Received : 2014.06.13
  • Accepted : 2014.08.20
  • Published : 2014.08.28
Download PDF
⟨ Previous Next ⟩

Abstract

In this study, how social media PR marketing affect corporate brand expansion was studied. this study consist of 5 chapters; needs and purposes in 1st, concept& characteristics, development processes, needs of social media and merits&demerits as marketing tool in 2nd. concept& characteristics and merits&demerits of corporate brand expansion in 3rd. examples of social media marketing in domestic&foreign and current statuses in 4th. In final, conclusion of the effect of social media PR marketing on corporate brand expansion were presented in each chapter.

본 연구는 소셜미디어를 통한 홍보마케팅이 기업브랜드확장에 미치는 영향의 요인을 알아봄으로써, 이를 통해 초기 기업들의 성장을 위한 마케팅의 한 방법으로써 소셜미디어를 활용한 기업의 마케팅은 새로운 주목을 받고 있는 가운데 브랜드 확장 유형에 따른 마케팅 전략에 관한 연구가 요구되어 기업브랜드 확장에 미치는 영향의 요인을 연구함으로써 기업의 홍보마케팅을 하는데 있어서 자료를 제공하고자 한다. 제1장은 서론으로 연구의 필요성과 목적을 기술하고, 제2장에서는 소셜미디어의 개념과 특성, 발달과정, 소셜미디어의 마케팅으로써 필요성과 장단점을 고찰하였고 3장에서는 기업브랜드 확장에 대한 개념과 유형과 특징, 장단점에 대하여 알아보았다. 4장에서는 이러한 이론들을 검증하기 위한 사례들로 국내 및 해외 소셜마케팅 사례들과 현재 소셜마케팅 현황을 제시하였다. 마지막으로 제5장은 결론으로 지금까지 고찰한 내용을 바탕으로 소셜미디어 홍보마케팅이 기업브랜드 확장에 미치는 요인에 관한 결론을 제시하였다.

Keywords

References

  1. Kim go eun, "a movie about consumers' trust in online word-of-mouth information about the trust factor analysis and research", Soongsil University, Graduate (Information Department of Sociology), 2009
  2. Kim jung tae, "social networks are creating a business future map", Hans media, 2010
  3. Kim chang bok, "Trust and Satisfaction in Internet Shopping Mall Study on Factors Affecting", Ulsan University (Business Administration), 2010
  4. Kim, Sung - Ho, gimheungdo, "Web 2.0 trends on the outlook and research services", Journal of Digital Policy No. 5, No. 2, 2007
  5. Kim beom yeon, "social media audience about media characteristics, the impact of the process", Hongik University, Graduate School (Advertising and Public Relations major), 2010
  6. Kim sang baek, "social media (Social media) for the study of corporate relationships", Dankook University, Graduate School of Information and Media, 2010
  7. Kim yong hak, "social network theory", Seoul: bakyoungsa, 2003
  8. Kim yu jeong, "justice and trust in social media marketing is the impact of online word-of-mouth", internet e-Society, Volume 10, No. 3, pp131-155 2010,
  9. Kim chung young, "Trust in Cyberspace", The Korea Society of Management Information Systems, pp844-853 2001,
  10. Kim hyeong taek, "share, connect, open your Social Media (Social Media) Marketing Strategy", a monthly distribution Journal, August, 2009
  11. Park, Eun - Joo, Park, Shin - Young, "fashion type of Innovative Loyalty in e-shopping", Korea Management Association, pp1-15 2007,
  12. Park Chul, "between the company and the consumer (B-to-C) e-commerce form factors on consumer confidence in qualitative research", Consumer Research, Vol.13, No.2, pp207-234 2002,
  13. Bae jin cheol, "Internet shopping service quality, customer satisfaction research on the impact of repurchase intention", Yonsei University, 2002
  14. FKII survey researchers, "What is Social Media", Journal of Korea Information Industry Association (FKII), 2006, p1
  15. Seo jae cheol, jochanhyeong, Kim Joo-young, aninhui, better Oh, hwanghyeseon, "Survey of Internet users use the SNS", the Korea Communications Commission, Korea Internet & Security Agency, 2009.06
  16. Sul lung ger, "Hotel Service Quality on Customer Satisfaction and Loyalty Study", University game, 2009
  17. Yigukyong, "a website behavior study on the role of trust", Chonbuk National University, 2003
  18. Yibyeonghwi, "Service quality, satisfaction and loyalty to conduct research on the impact of responses", Yonsei University, 2003
  19. Lee yong gyun, Lee Min Woo, "Web site information quality and satisfaction in the relationship between customer loyalty, trust and commitment of the role", Industrial Economic Studies, 19, No. 6, pp2367-2386 2006,
  20. Lee, bakgwangtae, Sohn, Young - Woo, "Domestic Study on Service Quality of Internet Shopping Mall", POSRI Management Studies 2, No. 2, pp174-200 2002,
  21. Yiwooseong, "online store that affect customer loyalty research on service quality factors", Sejong University, 2006
  22. Sunny Lee, "Consumer trust in Internet shopping purchase of the product, about the factors affecting satisfaction research", Ewha Womans University, School of Business, 2003
  23. U il choehyeok place, "B2C e-commerce factors, the impact of customer trust on purchase intention and the mediating role of trust", Management Information Systems, 13, No. 4, pp49-72 2003,
  24. Uk yeon won, "SNS website Empirical Study: quality factors, user satisfaction and continued use of the road, even oral, Inha University Graduate School, 2009
  25. Jeon gyu jin, baeguknam, "Social Networking Services (SNS) Trends and Prospects", Korea Institute of Science and Technology Information, 2008
  26. Jang hung Yu, regular one, "customer trust in internet shopping, attitude, and purchase intention of relationship commitment Structural Relationships," Korea Journal of Marketing, 6 No. 2, pp23-54 2004,
  27. Jang hung Yu, regular one, "Online Shopping Mall in customer satisfaction, customer trust and customer research on the role of aehodo", Hallym Academy of Sciences, 15, No. 1, pp45-185 2005,
  28. Aaker, David. A. and Kevin L. Keller , "Consumer Evaluations of Brand Extensions", Journal of Marketing, 54(January), 27-41.(1990) https://doi.org/10.2307/1252171
  29. Barsalou, Lawrence W. , "Ad Hoc Categories," Memory and Cognition, 11(May),211-217.(1983) https://doi.org/10.3758/BF03196968
  30. Barsalou, Lawrence W. "Ideals, Central Tendency, and Frequency of Instantiation as Determinants of Graded Structure in Categories." Journal of Experimental Psychology: Learning, Memory and Cognition, 11(4), 629-648. (1985). https://doi.org/10.1037/0278-7393.11.1-4.629
  31. Boush, David M and Barbara Loken , "A Process Tracing Study of Brand Extension Evaluations," Journal of Marketing Research, 28 (February), 16 -28. (1991) https://doi.org/10.2307/3172723
  32. Bridges, S., Keller, Kevin L. and Sood, S. , "Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links," Journal of Advertising, 24, Number 4, Winter. (2000)
  33. Broniarczyk, Susan M. and Joseph W. Alba. , "The Importance of the Brand in Brand Extension," Journal of Marketing Research, 31( May), 214-228. (1994) https://doi.org/10.2307/3152195
  34. Chakravarti, Dipankar, MacInnis, Deborah J., and Nakamoto, Kent:, Product Category Perceptions, Elaborative Processing, and Brand Name Extension Strategies, in Advances in Consumer Research 17, Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, eds., Association for Consumer Research, Provo, UT. , pp. 910-916. 1990
  35. Dacin, Peter A. and Smith, Daniel C. , "The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions," Journal of Marketing Research, 31(May), 229-242. 1994 https://doi.org/10.2307/3152196
  36. Goodstein, C. Ronald, "Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Advances in Consumer Research, 17, 856-860. 1993
  37. Joiner, Christoper, Barbara Loken , "The Inclusion Effect and Category-Based Induction: Theory and Application to Brand Categories," Journal of Consumer Psychology, 7, 101-12 1998 https://doi.org/10.1207/s15327663jcp0702_01
  38. W. Pollay, eds., Association for Consumer Research, Provo, UT. , pp. 910-916. 1990
  39. Dacin, Peter A. and Smith, Daniel C. , "The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions," Journal of Marketing Research, 31( May), 229-242. 1994 https://doi.org/10.2307/3152196
  40. Goodstein, C. Ronald, "Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Advances in Consumer Research, 17, 856-860. 1993
  41. Ingrid M. Martin and David W. Stewart, "The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand Equity," Journal of Marketing Research, 38, 471-484. 2001 https://doi.org/10.1509/jmkr.38.4.471.18912
  42. Johnson, Michael D. "Consumer Similarity Judgments: A Test of the Contrast Model." Psychology and Marketing, 3(1), 47-60. 1986 https://doi.org/10.1002/mar.4220030105
  43. Joiner, Christoper, Barbara Loke, "The Inclusion Effect and Category-Based Induction: Theory and Application to Brand Categories," Journal of Consumer Psychology, 7, 101-129 1998 https://doi.org/10.1207/s15327663jcp0702_01
  44. Ratneshwar and Shocker 1991; Park, Milberg, and Lawson 1991