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http://dx.doi.org/10.9716/KITS.2014.13.4.377

The Application of Image-Oriented SNS Marketing Channel for Improving Performance of Online Shopping Malls : Pinterest Case Analysis  

Shin, Seol Hee (경북대학교 대학원 경영학부)
Kang, Bo Hyeon (경북대학교 대학원 경영학부)
Kim, Sang Hyun (경북대학교 대학원 경영학부)
Publication Information
Journal of Information Technology Services / v.13, no.4, 2014 , pp. 377-396 More about this Journal
Abstract
There is a phenomenon that the consumers from all over the countries are using the Korean online shopping malls, which has settled as a distribution industry. To get the attention of the consumers from other countries, the marketing strategy is important in order for the online shopping malls to go advance abroad. The purpose of this study is to overview the Pinterest, which is a shopping-oriented Social Network Service (SNS) based on the image content. The Pinterest is a valuable online shopping mall marketing channel. By looking at the background growth and feature of service, the existence of the mega SNS as a center in the social business is to see how Pinterest is targeting a niche market. As a result of this study, Pinterest has the advantage against other SNS for joining with online shopping malls because a tendency of the traffic referrals from Pinterest is increasing and the average of the cost of the purchase is high. Therefore, this study is reflecting various cases of utilizing the online shopping malls. In conclusion, Pinterest represents an illustrative case of effective marketing channel of the online shopping malls.
Keywords
APinterest; Online Shopping Malls; SNS Marketing Strategy;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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