• Title/Summary/Keyword: 커뮤니케이션 전략

Search Result 433, Processing Time 0.031 seconds

A study of emotional communication strategy of storytelling through social media - Based on the "Bear and Hare" commercial of John lewis - (소셜미디어를 통한 스토리텔링의 감성 커뮤니케이션 전략 연구 - 존루이스 백화점의 "Bear and Hare" 광고를 중심으로 -)

  • Lee, dong-keun;Yun, young-du
    • Proceedings of the Korea Contents Association Conference
    • /
    • 2016.05a
    • /
    • pp.153-154
    • /
    • 2016

  • 소셜미디어는 다대대의 양방향적 소통으로 정보전달의 신속성과 함께 인간관계의 네트워크 확장이 가능한 광고의 매체로서 주목을 받고 있어 그 활용사례로 영국의 존루이스 백화점 크리스마스 캠페인 광고 "Bear and Hare"의 감성 스토리를 활용한 소셜 커뮤니케이션 전략을 분석하였다.

  • PDF

A Study on Army SNS Crisis Communication Strategy of 5G Age - Focusing on the effect of message form on the perception of soldiers - (5G 시대 군(軍) SNS 위기커뮤니케이션 전략에 관한 연구 - 메시지 형태가 장병 인식에 미치는 영향을 중심으로 -)

  • Kim, Tae-woong;Lee, Dong-hee;Lee, Sang-eun
    • Proceedings of the Korea Contents Association Conference
    • /
    • 2019.05a
    • /
    • pp.41-42
    • /
    • 2019

  • 본 논문은 5G시대와 전 장병이 일과 후 병영에서 스마트폰을 사용하게 됨에 따라, SNS를 활용한 효과적인 군 위기관리 커뮤니케이션 전략을 제시하기 위해 SNS 메시지의 형태가 장병들의 위기에 대한 인식과 메시지의 수용도, 군에 대한 태도에 어떠한 영향을 주는지 실험연구를 통해 실증적으로 분석 연구하였으며 실무적 함의를 제시했다.

  • PDF

The Study on the Communication Pattern of Influential Opinion Leaders for Effective Viral Marketing at Facebook (페이스북에서 효과적인 바이럴마케팅을 위한 영향력 있는 의견지도자의 커뮤니케이션 패턴 연구)

  • Cho, Seung Ho;Cho, Sang-Hoon
    • Journal of Digital Convergence
    • /
    • v.11 no.5
    • /
    • pp.201-209
    • /
    • 2013

  • This study is an application of facebook (FB) as a strategic communication of viral marketing. Old fashioned advertising and public relation in facebook are not effective at social network service(SNS) environment, and a different marketing communication is needed because facebook is essentially oriented for building relationship among people. The study assumes that an opinion leader might exist at facebook and tries to find out how facebook users show a pattern of communication based on level of opinion leadership regarding a product. The findings showed that people with high opinion leadership communicated more actively than people with low opinion leadership. This study will contribute to segment seed consumers using opinion leadership in facebook.

  • https://doi.org/10.14400/JDPM.2013.11.5.201 인용 PDF

The Analysis on Brand Marketing Strategy of Mobie Game (<펜타스톰> 모바일 게임의 브랜드 마케팅 전략 분석)

  • Bo, Ding Zhi;Song, Seung-keun
    • Proceedings of the Korean Institute of Information and Commucation Sciences Conference
    • /
    • 2017.10a
    • /
    • pp.194-196
    • /
    • 2017

  • is a MOBA game developed by 2015 at the Tentent's Tianmei Studios. The operation of the game was very successful, ranking first in the global mobile gaming revenue list in May 2017. However, most of the discussion about this game are the moral critique of game addiction. In fact, a game's success is closely related to the Marketing strategy beyond the contents of the game. This research using a neutral point of view to see the communication modes of during the early, development and outbreak period, analyze the integrated marketing communication strategy (IMC) through the method of case study, and concluded that the key to the success of IMC is the flexible use of various communication methods to achieve a three-dimensional offensive according to the famous Synergy Theory. It is also hoped that this article will be helpful for practitioners to realize the importance of Publicity and promotion of other game products.

  • PDF