• Journal of Korean Library and Information Science Society
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• v.40 no.2
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• pp.207-221
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• 2009

Reference services that use e-mail to receive reference questions and provide responses were developed as early digital reference services in the library field. However, librarians and users found that e-mail based reference services had some weak points when compared with traditional face-to-face reference services. As a result, libraries have started to create real-time reference services, which are similar to traditional face-to-face reference services through the use of synchronous chat software. Such chat reference services are focus of this paper. This paper approaches chat reference services as one of the services provided by libraries. Based on the understandings of the unique characteristics of services and the concept of "service quality", this paper tries to suggest appropriate marketing strategies of chat reference services.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.415-421
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• 2021

Femvertising is an advertising campaign for women's rights, and has recently been used as a marketing strategy for various brands along with feminism, an important social discussion. This study analyzed the effect of consumer's factors such as gender, age, and attitude to feminism on advertising attitudes. As a result, the factor of 'gender' showed statistically significant differences about attitudes toward femvertising. but 'gender' factor was not. And 'attitudes to feminism' factors have proven to have a significant influence on attitudes toward femvertising. This study will serve as a platform for femvertising to be discussed as an important social agenda, not just a marketing tool.

• Journal of Digital Convergence
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• v.21 no.2
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• pp.27-32
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• 2023

This study is about a marketability analysis and commercialization methodology analysis system using big data, and a marketability analysis and commercialization methodology analysis system that can analyze the marketability of the product based on a content channel capable of viral marketing. The marketability analysis and commercialization methodology analysis system using big data according to this study analyzes the marketability of the products to be analyzed by analyzing the marketing content provided on the content channel, so it has the advantage of determining more accurate viral marketing effects on the products to be analyzed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.1
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• pp.278-286
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• 2010

Until now, most of the studies about the impulse buying have focused mainly on the product of off-line shop, while there have relatively been very few studies about the product in internet shopping mall. The goal of this study was to understand Impulse Buying Behavior(IBB) for digital contents in the internet. Data has been collected from 278 respondents. The questionnaire method was adopted to collect the data for this study. The research was conducted by using SPSS 12.0 and AMOS 5.0. It was found that as follows: First, marketing stimulation factors, such as price, product, promotion was related positively to FLOW. Second, marketing stimulation factors was related partly positively to IBB. Third, FLOW has mediating effects in the relations between marketing stimulation factors and IBB. Finally, Self-Behavior Control and Sensation Seeking Tendancy has moderating effect in the IBB process. Thus, It also provides a core strategic Implication with Digital Contents Marketers.

• Design Convergence Study
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• v.14 no.1
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• pp.47-61
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• 2015

Along with the advent of the digital era, the media environment in which an informant would convey information one-sidedly has evolved more towards engaging customers to actively participate and produce contents themselves. This change in content consumption behavior has brought about the new marketing paradigm. The new communication strategy is interactive marketing, which enhances brand-imprinting Effects, and has been consistently proposed these days. This study aims to examine these brand-imprinting effects through an empirical study and to propose an application plan. Therefore, methods of approach for engaging customers' participation and the methods of experiences are categorized by types through the case analysis of various domestic as well as international interactive marketing techniques. In addition, in-depth interviews have been carried out in order to verify the influence of interactive marketing on brand-imprinting effects. Through the interview, potential needs of customers were found. Based on the findings, marketing strategies that utilize interactive media installation for brand-imprinting effects have been constructed. First, to utilize a space for a medium of communication between customers and advertising media. Second, using storytelling as a construct that focuses on the individual's situation. Third, to design interactions that are proper to the situation and context.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.151-158
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• 2012

This study aims to suggest ways of experiential marketing management plan that the virtual tour service in the internet shopping mall is as a agents and the role of the physical interface of the internet virtual experience. It is a empirical analysis to analyze the relationship among Schmitt's five experiential Marketing elements. By the result, the rankings for high impact experiential marketing feedback relationship of cognitive creativity, composition, relationship between social intimacy, behavioral lifestyle, providing a sense of the acoustic auditory effect, a sense of dimensional visual effects in order. This result means that the intimacy and creativity, giving feedback that the opinion of consumers actively prefer internet shopping mall. In addition, it means more visual rather than auditory experience to provide marketing services and provide the lifestyle behaviors that the customer want in the Internet shopping mall. It is needs to make virtual experiential marketing relationships, strengthen the recognition specificity of these results because of experiential marketing relationship's ultimate purpose is to make the relationship between brand and customer service satisfaction of the Internet shopping mall through strengthening the relationship.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.185-190
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• 2022

The purpose of this study is to suggest library marketing strategies for Korean academic libraries to provide sustainable services at COVID-19 pandemic situation. For this purpose, development plans of academic libraries in Korea were collected and homepages of academic libraries in and out of Korea were analyzed. This study found that academic libraries in and out of Korea had taken various measures to meet disastrous situation and had kept up services for users to make use of collection, facilities, services and programs of libraries without being disconnected. As a conclusion, this study suggests reinforcement of basics and value marketing, space marketing, blue ocean marketing as library marketing strategies for providing sustainable services. This study can be used as a reference for academic libraries and librarians to sustain or extend library services. The marketing strategies suggested in this paper can be helpful for academic libraries to overcome pandemic crisis in Korea. As follow-up studies, an in-depth case study about academic libraries which develop and activate new services and programs in and out of Korea to face COVID-19, a study on developing in-depth strategies of various library marketing to stabilize library services are needed.

• Journal of the Korean Society for information Management
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• v.28 no.1
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• pp.105-122
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• 2011

Library marketing receives an attention as one of the methods to vitalize library use and to improve the value of libraries. In this study, librarians' perceptions of library marketing and PR were surveyed. The study also examined various library marketing and PRs that are practiced by special libraries via their web sites. Research library web sites were analyzed using a analytic tool that is composed of four categories and 19 sub categories, which is derived from the previous literature. The four major categories include visibility, fundraising, & networking, information, and communication. The findings of the study offer some suggestions for Internet marketing strategies that can be applicable to digital libraries.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.435-444
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• 2017

This study was to research effect of relationship marketing factors of the sports centers, customer trust and intention to repurchase. Objects of study were customers of three sports centers in Gyeonggi province and research tool was questionnaire. Among 350 copies of data, 344 copies had been used for actual data processing and collected data had been analyzed with frequency analysis, correlation analysis, reliability test, exploratory analysis multiple regression analysis by using SPSS 21.0. The results from these processes are as follows. First, relationship marketing factors positively effect on customer trust. Second, relationship marketing factors positively effect on intention to repurchase except communication. Finally, customer trust positively effect on intention to repurchase.

• Journal of Digital Convergence
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• v.14 no.9
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• pp.99-109
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• 2016

This paper aims to examine the role of mediating effect of trust to leaders on the relation between internal marketing and customer orientation. A survey was conducted to examine the responses of 570 employees. Reliability, confirmatory factor analysis and structural equal modeling were used for results. The following are the summary of hypothesis test. First, internal marketing has positive effect on customer orientation. Second, internal marketing has positive effect on employee's trust to leaders. Third, trust to leaders has positive effect on customer orientation. Fourth, the mediating effects of trust to leaders partially mediated the relationships among empowerment, training, reward, internal communication and customer orientation and fully mediated the relationship between management support and customer orientation. Therefore, the results of this study have many theoretical and practical implications.