• The Journal of Asian Finance, Economics and Business
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• 제9권3호
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• pp.295-302
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• 2022

This research aims to determine and analyze: (a) the effects of digital marketing activity (DMAc), digital marketing capability (DMC), and Digital marketing asset (DMA), (b) the effects of DMAc, DMC, and DMA on marketing performance (MP), (c). the effects of entrepreneurial orientation (OE) on MP and (d). the mediating role of OA on the effects of DMAc, DMC, and DMA on OE. The research population is all the small enterprise actors in Kendari city applying digital marketing and having a permanent establishment in Kendari City. The analysis tool used is SEM Partial Least Square. Results of the research show that: (a). DMC and DMA have positive and significant effects on OE while DMAc is found to be insignificant on OE, (b). then, DMAc and DMA have positive and significant effects on MP, and DMC is found to be insignificantly increasing MP, (c). OE has positive and significant effects on MP and (d). DMC effects on MP and effects between DMA and MP are mediated by OE, whereas DMA effects on MP are not mediated by OE position. Based on research findings, DMC and DMA are superior at forming research opinions since they have a substantial influence on enhancing collaboration.

• International Journal of Computer Science & Network Security
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• 제22권1호
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• pp.77-84
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• 2022

The study highlights the features and trends of digital marketing for international business. To achieve these goals, the authors used a systematic approach that allows a comprehensive approach to the object of study, as well as used general and specific methods of scientific knowledge on the application of digital marketing for international business. The dynamics of the number of users of social networks in the world is analyzed, which allowed us to conclude about the steady trend of increasing the number of users of the Internet and social networks, as well as the time spent by users on social networks. The study of the dynamics of the number of users of social networks provides increased efficiency in the use of digital marketing tools to enhance international business. The most effective digital marketing tools for international business, including artificial intelligence, conversational marketing, chatbots, personalization, video marketing, live shopping, social media stories, interactive content, omnic marketing, augmented reality and technology immersion, native advertising, green marketing and mobile commerce.

• 지식경영연구
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• 제16권3호
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• pp.81-102
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• 2015

With the rapid development of digital media, there has been a huge change in a way of communication, a process of information diffusion and a role of traditional media. Not like mass media, social media enables users to generate and tap into the opinions of a larger world. From that reason, social media is impacting marketing strategies. However, still social media marketing researches just focus on case study, analysis of users motivation or analysis of power user's usage pattern. Word-of-mouth has always been important especially in marketing area. In social media, word-of-mouth depends on each user that's why this research focuses on individual user's activity in SNS. I defined 4 factors (produce, diffusion, network size, activity of network size enlarge) that are effect on activity and verified hypothesis by multiple regression analysis, hierarchical regression analysis and moderated multiple regression.

• 디지털산업정보학회논문지
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• 제11권1호
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• pp.183-196
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• 2015

With widespread use of smart phones, SNS has been growing rapidly. Companies are required to do its utilization and a preemptive response. However, taking advantage of SNS is still insignificant in the companies. Compared with traditional marketing, people still consider the SNS marketing unfamiliar. This study is aimed at widening the breadth of understanding of marketing activity using SNS and inquiring into its effective applications. In an effort to achieve this research objective, first, this study analyzed the aspect of real applications by reviewing diverse practical business cases. Second, this study provided the momentum of the understanding of SNS marketing-based knowledge. The effective method of producing consumer-intimate products and services lies in customers' participation in development and production. SNS marketing is the very communication and gives ear to a customer's voice. Earnest and creative SNS marketing will play a role as a stepping-stone for businesses to move much closer to a customer.

• 대한안전경영과학회지
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• 제17권4호
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• pp.343-352
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• 2015

This study analyzes the business performance of research and development(R&D) and especially studies the effect of technology management activity and technology innovation competency on commercialization performance. According to previous studies, the technology management activity can be composed of technological innovativeness, analysis of market, R&D method, and appropriateness for commercialization plan. Also, the technology innovation can be divided into patent, R&D manpower, R&D investment ratio, production capability, and marketing capability. On the result of the analysis, all the components of technology management activity are positively related with commercialization performance. In case of technology innovation competency, however, only production and marketing capabilities have influence on the business performance. Especially, marketing capability controls the effect of technology management activities on the commercialization performance. Consequently, technology management is very important activity for SMEs to succeed commercialization and SMEs should collaborate with production and marketing departments from the early stage of R&D.

• 한국의류학회지
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• 제45권2호
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• pp.217-232
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• 2021

This study analyzed the characteristics of generation Z leading the trend of the fashion industry through the creative activity of Virgil Abloh. A literature review and case study were conducted together with detailing the research methodology. As a result of research, generation Z is conceptualized as a "digital native" who grows in digital technology environment with excellent visual sense. They are "SNS creators" who have influence on Social Networking Services (SNS). They are also characterized as "social activists" who reject social conventions and prejudices. They are a "leading creators" who seek to differentiate with creativity. The characteristics of generation Z in the creative activities of Virgil Abloh have a feature of digital native in that they seek visual originality. In terms of communicating with generation Z through SNS and influencer marketing, it has the characteristics of SNS creators. It expresses social activists in providing consumers with diversity, and social perceptions of differentiation. In terms of providing content that encourages consumers to express their personality, it has a feature of leading creators. It is meaningful in that it contributes to the understanding of the market change and marketing strategy according to the consumer development and the activity of the fashion designer.

• International Journal of Computer Science & Network Security
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• 제22권1호
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• pp.149-160
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• 2022

The article considers the peculiarities of developing a marketing strategy for the adaptation of small businesses to quarantine restrictions in the field of commercial entrepreneurship. The importance of reformatting the existing marketing strategy in connection with the change of key conditions of trade activity with the introduction of quarantine restrictions due to the covid19 virus epidemic is substantiated. Quarantine restrictions and the temporary introduction of lockdown in various countries around the world, including Ukraine, have not only caused a crisis for small businesses. But they became a shock therapy and accelerated the digitalization of retail. Trends in digitalization and development of digital infrastructure allow both to adapt the structures of commercial entrepreneurship to the current conditions, and set directions for development in the long run. Particular attention in the article is paid to changing the business model and automation of sales processes based on the introduction of vending. The preconditions and existing experience of vending in Ukraine are analyzed. An outline of the business model of the project for the sale of goods through vending machines has been developed.

• 디지털융복합연구
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• 제14권2호
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• pp.169-173
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• 2016

온라인 환경을 통한 전자상거래 활동은 IT 기술발전과 더불어 급속하게 다양한 형태로 성장해가고 있다. 더욱이 온라인 시장의 확대는 온라인 쇼핑 운영업체들 사이에 경쟁을 더욱 가속화시키는 결과를 초래하고 있다. 또한, 온라인 환경에서 판매 전략을 위한 다양한 디지털 콘텐츠 제작 및 환경구성에 대한 연구가 이루어지고 있다. 이에, 반지와 관련되어 온라인 판매 활성화를 위한 마케팅 전략 개발이 필요하며, 이를 위해 본 논문에서 검색 상위에 랭크되어있는 업체들의 온라인 콘텐츠 구성요소 분석을 통해 반지 산업에 적합한 구성요소를 도출하였다. 특히, 젊은 고객 수요층을 목표로 온라인 구성 요소 개발과 이를 기반으로 구축 결과에 관하여 살펴보았으며, 향후 젊은 고객수요층을 대상으로 경쟁력 있는 반지 마케팅을 기대해 볼 수 있을 것이다.

• 디지털융복합연구
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• 제6권1호
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• pp.63-73
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• 2008

The present study attempted to explore effective scanning and monitoring in process of risk management on agri-marine products distribution policy. The interest public's group interests clash in accordance with theme for issue on marking policy. For executing a better systematic scanning and monitoring on actual affairs of marketing, selecting information personnel, gathering and analysing information, issue and risk management and their valuation with ongoing and simultaneously. Especially, In order to explore effective scanning and monitoring as a model of risk management, the study attempted to analyze within and without environment of marketing, to analyze issue management strategy, to evaluate issue activity for likelihood and impact, risk cycle analysis, interest public's group concerned, grade of interest public's group threatened(power, legitimacy, willingness), rapport(staying close, credibility, meeting expectation). And the study make an ongoing observation progress of subjects, and the serious subjects need have made an close observation. The study suggested to establish friendly relationship between organization and interest public's group, and to regularly accomplish two-way symmetric communication.

• 디지털융복합연구
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• 제20권4호
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• pp.73-82
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• 2022

디지털 광고 시장의 성장과 함께 개인정보 보호에 대한 소비자들의 우려가 증가하고 있다. 따라서, 본 연구는 디지털 맞춤형 광고와 개인정보보호에 대한 대학생들의 인식과 행동을 심층 인터뷰를 통해 밝혀내고자 했다. 연구결과, 개인정보보호 중요성에 대한 인식이 높은 것으로 나타났으며, 개인정보보호를 위해 개인, 기업, 그리고 정부 모두 나서야 한다는 의견이 제시 되었다. 대학생들의 개인정보 보호를 위한 행동들의 수준은 크게 무대응 단계, 소극적 대응단계, 그리고 적극적 대응단계로 나누어 볼 수 있다. 디지털 맞춤형 광고에 대한 대학생들의 태도는 긍정적 그리고 부정적 측면이 공존하고 있다. 마지막으로, 대학생들은 기업들의 디지털 맞춤형광고 집행 등과 같은 마케팅 활동을 위해 개인정보 수집 및 사용에 대한 부정적인 태도보다는 오히려 긍정적인 태도를 가지고 있다는 것이 밝혀졌다. 본 연구는 토의를 통해 디지털 리터러시 교육의 필요성을 제시하고 있으며, 기업들에게 개인정보 수집 및 절차에 대한 실무적인 함의를 제공하고 있다.