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http://dx.doi.org/10.9728/dcs.2017.18.3.599

Korean V-Commerce 2.0 Content and MCN Connected Strategy  

Jung, Won-sik (Research Institute for Image and Contents, Dongguk University)
Publication Information
Journal of Digital Contents Society / v.18, no.3, 2017 , pp. 599-606 More about this Journal
Abstract
'Video Commerce' has grown significantly, and is in the era of so-called V-commerce 2.0. Based on this background, this study focused on the link and the possibility of creating synergy between V-commerce 2.0 content and MCN, and examined the linkage strategy considering its characteristics. In conclusion, first, V-Commerce has evolved into the age of 2.0, centered on the characteristics of content that are oriented towards fun and sympathy, beyond the 1.0 era. Second, V-commerce 2.0 content has the characteristic of replacing the sharing and recommendation based on the nature of SNS networks as promotion and purchase enhancement. Therefore, competitiveness as 'content' is relatively important before 'commerce'. Third, V-commerce 2.0 and MCN industry have a strong connection with each other in terms of securing core competitiveness and creating a new profit model. In order to create the synergy between V-Commerce 2.0 and MCN, we proposed the use of big data to reinforce V-Commerce 2.0 customized content competitiveness, building of storytelling marketing and branding, and enhancement of live performance and interactive communication.
Keywords
Influencer; MCN; New Media Content; V-Commerce; V-Commerce 2.0;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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