• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.557-567
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• 2023

The rapidly evolving social platform marketing landscape has led businesses to increasingly rely on social platform influencers for brand and service promotion. Despite growing interest in these influencers, there remains a dearth of empirical research examining the impact of their characteristics on consumer attachment and brand loyalty. This study, therefore, investigates the relationships between social platform influencer characteristics, consumer attachment, and brand loyalty. An online survey targeting Chinese consumers was conducted, and a total of 360 responses were analyzed using SPSS and AMOS software. The findings reveal that among the various social platform influencer characteristics, reliability, professionalism, and intimacy significantly influence consumer attachment. Furthermore, it was confirmed that higher attachment to a social platform influencer leads to increased brand loyalty.

• Knowledge Management Research
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• v.25 no.1
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• pp.43-66
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• 2024

In an era where digital technology reshapes brand-consumer interactions, this study examines the influence of Nike's Run Club and Adidas' Runtastic apps on loyalty and advocacy. Analyzing 3,715 English reviews from January 2020 to October 2023 through text mining, and conducting a focused sentiment analysis on 155 'recommend' mentions, we explore the nuances of 'hot loyalty'. The findings reveal Nike as a 'companion' with an emphasis on emotional engagement, versus Runtastic's 'tool' focus on reliability. This underscores the varied consumer perceptions across similar platforms, highlighting the necessity for brands to integrate user preferences and address technical flaws to foster loyalty. Demonstrating how customized technology adaptations impact loyalty, this research offers crucial insights for digital brand strategy, suggesting a proactive approach in app development and management for brand loyalty enhancement

• The Journal of the Korea Contents Association
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• v.20 no.6
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• pp.279-292
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• 2020

The purpose of this study is to suggest what the effect of channel brand equity is in the environment of multi-platform and to raise how channel brand equity is important by investigating how terrestrial TV's channel brand equity influences viewers' choice and use of the terrestrial TV contents on the multi-platform. The findings showed that the terrestrial TV's channel brand equity partially had a significant effect on the degree of use of Terrestrial TV contents on multi-platforms, but it did not on the diversity of media for viewing the terrestrial TV contents. In addition, it partially had an influence on the use of platform and service for viewing terrestrial TV contents by type. Finally, it also partially had impacts on the diversity of genre and the genre use by type. The findings suggest that the channel brand equity can have effects on the viewers' choice and use of broadcasting contents on the multi-platforms, and thus this study provides significant insights on what strategies are required for the competitiveness of broadcasting channels.

• 한국벤처창업학회:학술대회논문집
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• 2022.04a
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• pp.215-219
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• 2022

디지털 플랫폼을 기반으로 한 벤처를 성공적으로 육성하려면 빅데이터와 인공지능 알고리즘을 바탕으로 한 비즈니스 모델이 사회적으로 적합한 형태로 수용되어야 한다. 그러나 디지털 벤처가 데이터와 알고리즘 활용에 있어 공정한가에 대한 의구심과 도전이 지속되고 있으며 이와 관련된 연구 노력도 부족한 실정이다. 본 연구는 온라인 유통 플랫폼 벤처로 급격히 성장한 쿠팡이 직면한 도전을 통해 빅데이터와 알고리즘 기반의 비즈니스 수행에 따른 어려움과 이에 대한 이론적 고찰을 시도했다. 쿠팡의 도전을 알고리즘, 빅데이터, 자동 최저가 매칭 시스템, 그리고 오프라인 업체의 비교 데이터 활용에 관한 문제로 정리했다. 이들 각각에 대하여 의무 범위론의 관점에서 문제 해결의 실마리를 제시하였다. 본 연구는 쿠팡의 자체 브랜드 출시를 배경으로 디지털 플랫폼 기반의 벤처 기업이 성장하면서 제기되는 사회적 도전 과제들을 검토함으로써 지속가능성을 유지하기 위한 전략적 고민과 실천적 연구 노력이 뒤따를 필요성을 환기시킨다.

• Journal of the Economic Geographical Society of Korea
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• v.25 no.4
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• pp.641-656
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• 2022

This article investigates how Baedal Minjok(BaeMin) has grown to be a dominant mobility platform operator in food delivery sector in South Korea and what roles its brand and branding have played in the process, drawing on the idea of origination. For the purpose, BaeMin is considered as a typical platformized mobility service provider and origination is framed to be an appropriate analytical lens for the business sector. For the origination conception, unlike mainstream neoclassical theory and concepts, is able to deal fairly well with the issues of imperfect competition, imperfect information, and monopolistic brand rent, which are apparent in today's platformized mobility services. Drawing evidence from textual data, empirical analysis pays particular attention to discursive and symbolic dimensions of BaeMin's socio-spatial biography. It is found that national origination underpinning ethnicity comprises an important pillar of BaeMin's brand and branding. Another form of place-based origination is also observed to matter, especially in the varied relation between the mobility service brand's owner and consumers. However, this configuration of BaeMin's brand origination has yet to be fully stabilized, as it has faced with serious challenges including brand vandalism and anti-brand movement especially since its merger to German food delivery platform giant Delivery Hero in 2020. This origination crisis moment appears to be associated with a series of contractions intrinsic to so-called 'platform capitalism'.

• The Journal of the Korea Contents Association
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• v.14 no.9
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• pp.411-427
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• 2014

The interest on the Open Source Software(OSS) has been increasing as the Microsoft's latest Windows XP support ended. In this light trend, this study can contribute to the OSS marketing area. Specifically, it examined that the activation of online brand community about the OSS can affect to prosumer marketing of the OSS utilizing social media platform. In addition, the OSS social media platform users' loyalty for the OSS was investigated. The findings show that content, consumer support, UI, and reward among the activate factors of online brand community significantly affected to the activation of OSS social media platform. The brand reputation, however, was found insignificant to the activation of OSS social media platform. In addition, the activation of OSS social media platform can positively affect to their loyalty for the OSS. It means that participation to the social media activities about OSS and interaction with others in the network can help to form positive attitude for the OSS. In conclusion, the prosumer marketing utilizing social platform can be an important strategy as a new solution of the OSS business in the rapidly changing ICT ecosystem environment.

• Journal of Convergence for Information Technology
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• v.12 no.5
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• pp.92-99
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• 2022

This study show the empirical results and the models that explain the content creator's personal brand value in the user-generated content platform. Producer's brand value performance could have enhancement and dilution by their activities for the long-term and repetitive change. Therefore, for the measure and analysis, the models have to catch the effect from producer's the diverse activities. This study would find the guideline by competitive analysis between (1) the impact of in-group user's self-motivated participation and (2) the impact of the social links from the outside platform. Based on the analysis results, producer's creation activity as focused on the specific and professional category increase their brand value for the long-term. However, producers would have to upload diverse category, after users are bored to their similar videos' as before. These empirical results would be a guidelines to the content management strategies for producers and the platform.

• 한국벤처창업학회:학술대회논문집
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• 2023.04a
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• pp.7-10
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• 2023

IT기술의 발전과 스마트기기의 대중화로 인한 정보통신기술의 눈부신 발전으로 온라인 플랫폼을 통한 식품구매 비중이 급격히 증가하여 온·오프라인의 경계를 없어지고 있다. 더군다나 COVID-19 팬데믹은 반조리식품, 밀키트 등 홈쿡(Home-cook) 온라인시장을 급격히 확산시키며 소비자 구매추세를 오프라인에서 온라인으로 완전히 바꿔놓는 전환점이 되었다. 이런 트랜드를 반영하듯 다양한 온라인 식자재 이커머스 플랫폼의 출현하면서 브랜드마다 각각의 차별점을 내세우고 있으나 경쟁은 치열해지고 차별화는 더욱 어려운 게 현실이다. 이는 기업이 소비자에게 일방향으로 정보 또는 상품 및 서비스를 제공 하는 수직적 관계가 아닌, 수평적 쌍방향 관계로의 발전으로 이어져 브랜드가 가지고 있는 가치에 대해 보다 정직하게 보여주어야 소비자의 신뢰를 얻을 수 있게 되었다(Kotler, 2017). 또한, 과거에 소비자들의 만족도가 높았던 서비스도 현재 환경에서는 소비자의 니즈를 충족시키지 못하는 경우가 증가하고 있다(조윤오, 2018). 이는 서비스에 대한 소비자의 기대와 니즈가 지속적으로 변화하고 있다는 것을 의미하며, 이에 따라 기업은 소비자들의 새로운 요구를 만족시키기 위하여 다양한 서비스를 개발 및 제공하는 것이 중요하다고 사료된다(김광재 등, 2011). 이미 높은 인지도를 가진 플랫폼일지라도 지속가능한 우위를 선점하기 어려운 상황에서 온라인 플랫폼에 대한 소비자의 긍정적인 태도와 재구매를 유도하기 위해 제품 본질 뿐 아니라 서비스 차별화를 꾀하고 있고 차별화된 포지션을 차지하기 위해 온라인 플랫폼에 대한 소비자 인식과 서비스 품질 요인을 측정하여 고객이 중시하는 요인에 집중하는 것이 필요하다. 이에 본 연구는 온라인 플랫폼을 통해 식자재를 구매하는 소비자의 꾸준한 방문과 구매를 유인하기 위해 어떤 변수의 영향력을 높여야 소비자 재구매의도를 증가시킬 수 있는지 방법을 모색하고 온라인 플랫폼 기업 및 스타트업의 경영전략 마련에 목적이 있다. 이를 위해 식자재 구매 플랫폼 품질속성, 서비스품질 정도,, 충성도의 전반적인 영향관계를 파악하는 연구 과제를 설정하고, 식자재 이커머스 온라인 플랫폼 이용 전반에 대한 평가를 실시할 예정이다. 이러한 과정을 통해 도출된 결과는 식자재 이커머스 플랫폼 운영 전략을 세우는데 유용한 자료가 될 것이라 기대하며, 기존의 온라인 식품구매 플랫폼의 서비스품질 요인과 소비자 행동 간의 관계를 설명하는 것과는 다른 새로운 시사점을 제공할 수 있다는 측면에서 의미 있는 연구가 될 것이다. 또한, 다양한 산업에서의 플랫폼 비지니스 모델 적용을 위한 전략 수립을 하는 데에 필요한 기초자료를 마련하고자 한다.

• Journal of Service Research and Studies
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• v.13 no.3
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• pp.105-126
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• 2023

The domestic used car market continues to grow along with the used car online platform service. The used car online platform service discloses vehicle specifications, accident history, inspection history, and detailed options to service consumers. Most of the preceding studies were predictions of used car prices using vehicle specifications and some options for vehicles. As a result of the study, it was confirmed that there was a nonlinear relationship between used car prices and some specification variables. Accordingly, the researchers tried to solve the nonlinear problem by executing a Machine Learning model. In common, the Regression based Machine Learning model had the advantage of knowing the actual influence and direction of variables, but there was a disadvantage of low Cost Function figures compared to the Decision Tree based Machine Learning model. This study attempted to predict used car prices of six domestic brands by utilizing both vehicle specifications and vehicle options. Through this, we tried to collect the advantages of the two types of Machine Learning models. To this end, we sequentially conducted a regression based Machine Learning model and a decision tree based Machine Learning model. As a result of the analysis, the practical influence and direction of each brand variable, and the best tree based Machine Learning model were selected. The implications of this study are as follows. It will help buyers and sellers who use used car online platform services to predict approximate used car prices. And it is hoped that it will help solve the problem caused by information inequality among users of the used car online platform service.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.851-860
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• 2024

This study analyzes the impact of online streaming services, particularly Over The Top (OTT) services, on consumer media consumption patterns in the digital age. It examines how consumer-centric service values affect OTT platform choice, consumer satisfaction, and brand loyalty, focusing on various factors such as content diversity, ease of use, affordability, brand awareness, and personalized services. The findings reveal that content diversity, ease of use, and affordability are significant factors positively influencing consumer satisfaction and brand loyalty, thereby motivating OTT platform selection. Contrary to expectations, personalized services did not have a significant impact. This research provides critical insights for OTT service providers to enhance consumer-centric values and develop competitive service strategies.