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http://dx.doi.org/10.5392/JKCA.2015.15.07.403

O2O-based Social Media Marketing Method for Word-Of-Mouth Effect: Focused on the Analysis of Case Studies  

Kim, Heejin (이화여자대학교 컴퓨터공학과)
Choi, Byoungju (이화여자대학교 컴퓨터공학과)
Publication Information
The Journal of the Korea Contents Association / v.15, no.7, 2015 , pp. 403-413 More about this Journal
Abstract
Social media has recently become one of the primary tools for viral marketing as an effective advertising channel, in order to maximize effects of world-of-mouth through social media, it is very important to obtain customer experience-centric differentiated contents in offline. However, viral marketing is still being implemented mainly based on online channels because of the lack of effective services and methods to support social medial marketing in conjunction with offline. On that account, this study proposes O2O(Online to Offline) based social media marketing method allowing customers to connect their personal experience conveniently and easily in offline in which they voluntarily participate. Furthermore, this study aims to verify the effectiveness of the proposed method by analyzing the empirical cases thereof. This study would eventually contribute to the vitalization of social media marketing market by enabling customers to obtain personalized posts as connecting online to offline organically and also by allowing corporations to get an ample amount of useful CRM information for planning marketing strategies.
Keywords
Social Media Marketing; O2O; Word-Of-Mouth Effect; Social CRM; NFC;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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