• Korean Institute of Interior Design Journal
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• v.22 no.6
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• pp.220-232
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• 2013

Ever-evolving diverse communication tools bring numerous changes and improvements into the lives of humans. It is extremely important to provide visual information when communicating with consumers in the commercial arena because humans acquire over eighty percent of the information around them through sense of sight. One cannot compete with just sheer quality in today's world. Therefore, the applications of digital technology in the visual merchandising became crucial, for it can dramatically improve the market value. Among these applications is digital signage, a new media for esthetic experience. I strongly believe that this would be a new marketing tool for the brand's distinctive and unique publicity. This research has been conducted in order to find out how the fast-growing digital signage, defined by the contents, has become not just a mere digital video clip but an esthetic merchandising tool that can produce various effective marketing strategies; and to discover the characteristics that this application has brought out in the visual merchandising field of fashion stores' global SPA brands. Based on the market case study, analyses have been made for the digital signage types and strategies regarding the visual merchandising expressive elements and for the effects the digital signage application will have on publicity. According to the results, the digital signage has proven to be informative, diversely applicable and contributes greatly to the increase in sales and to the improvement of company and brand image. Thus, it is much more than just a media tool for advertisement.

• International Journal of Computer Science & Network Security
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• v.21 no.11
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• pp.49-58
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• 2021

Globalization of higher education deepens the competition in the global educational services market. Competition between higher education institutions is based on the use of a wide range of activities and tools that are constantly evolving and becoming more complex. Digitalization significantly transforms the approaches to competition between universities in educational, research and marketing activities. Digital technologies are becoming an integral part of this competition. In addition, in the current conditions of globalization of the scientific and educational space, numerous rankings of universities have become an important tool of the competition; the most significant rankings of universities are as follows: Academic Ranking of World Universities (China), Times Higher Education Rankings of Universities (Great Britain), Webometrics (Spain). In the article, the key principles of the formation of world rankings of universities are analyzed, the main sources of information resources for their compilation are determined. The authors have concluded that the improvement of the position of educational institutions in the world rankings of universities should be implemented within the framework of the state educational policy. The key positive effects of universities due to increasing the competitiveness level of the national higher education system are specified.

• Journal of Smart Tourism
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• v.1 no.3
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• pp.31-44
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• 2021

The emergence of the digital economy and easy accessibility to Web 2.0 tools has seen an expansion of the influencer ecosystem within the travel and tourism industry. Founded on the principles of reference groups and peer reference there is a growing trend amongst industry practitioners who are now opting to move away from many of the traditional approaches used to market their products and services and are instead taking advantage of the concept of e-word-of-mouth (eWOM). Whilst there is a growing body of academic literature addressing the notion of influencer marketing, there is little understanding of influencer marketers themselves. Consequentially, this study addresses this gap in the literature through the quantitative examination of those who promote products, services, or companies by distributing eWOM through their online digital channels and presence; otherwise known as travel influencers. A quantitative research approach involving an online survey yielded 255 responses from travel influencers. The research findings indicate that those who work in this field prefer not to be awarded the label "travel influencer," focusing instead on their specific method of influencing, such as blogging and vlogging or sharing Instagram updates. The research also demonstrates how the new influencers have a strong role in generating travel urge and desire. The research contributes to the wider body of academic literature and travel industry practitioners by establishing the general profile of influencers and their increasingly specialized role in tourism and hospitality marketing.

• Journal of National Security and Military Science
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• s.3
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• pp.197-242
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• 2005

Active catalog is a kind of digital content that enables consumers to test the functions and features of products from their PCs as if they were using it in real life, by simulating the actions and responses of the product. This new type of interactive digital content can be used extensively to make sales personnel training manuals, sales tools, user manuals and user trouble shooting documents. With active catalogs, companies will be able to compare different designs, show actions according to different functions, and evaluate user reaction to new products without having to produce a single physical prototype or mock-up. At the same time, consumers will be able to understand and 'operate' the product and make well-informed purchase decisions. In this paper, we present a visual event-driven modeling tool, PlayMo, for creating active catalogs, analyze the advantages of using PlayMo, describe the event-driven method used by PlayMo and also introduce two enhanced characteristics of the Event Flow Chart with which the events in PlayMo are structured. Interactive digital content by using the PlayMo3D makes easy, simple and effective design for e-learning, e-catalogue, e-marketing/sales, e-prototyping, customer support, etc. Through its application-ready 3D function visualization solution, engineers and designers can rapidly turn a CAD design model into a 3D interactive virtual product, and the effective function prototyping job can be also completed within a minute.

• Journal of Digital Convergence
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• v.10 no.8
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• pp.119-133
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• 2012

Recent rise of social media channel is changing social and economic paradigm and is being used as an effective communication in marketing. The following research analyzes the most employed social marketing tools such as portal advertisement, blogs, and SNS channels to effectively execute social media marketing from performance indicator and ICSI perspective, analyzes each channel's characteristics and results based on Korea distribution companies' case studies and suggests a framework to effectively use each channel. Portal site advertisements are the most effective channel to draw customers with new information and are thus linked to profit by corporations with excessive budget and workforce. Blogs target a specific range of customers providing quality information and knowledge thus improving a corporation's and its product's trustworthiness, spread the word by allowing customers to scrap the information, form social groups and synthesize ideas, events, new contents and social involvement with loyal customers. SNS channels allow customers to get involved in real time information and events, grow through network by the power of customers, react immediately to customers' needs, and execute real-time market and customer reports. Though national corporations currently rely heavily on portal site advertisements, insightful marketing professionals are showing financial results with blog and SNS. In the future, based on a precise understanding of each channel's benefits and expected results, and with a focus on flexibility, timeliness and integrated use of each channel, a portfolio of dynamic marketing as a maximizing strategy could be synthesized.

• Science of Emotion and Sensibility
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• v.23 no.1
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• pp.57-68
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• 2020

This research investigates how digital design agencies and client companies incorporate design thinking-a human-centered approach to solving difficult problems-into their website development processes. Based on a literature review on the design-thinking-driven web development process, multiple case studies of award-winning website projects were performed by in-depth interviews with key practitioners. Through analyses of these cases, their user-centered approaches for website innovation were identified according to the following four phases: web planning (discovery and defining phases) and web design and development (development and delivery phases). Moreover, distinct approaches of design thinking practices were identified according to two website types: a brand promotion website with a killer brand storytelling approach; and a service channel website with a strategic UI/UX-driven approach. Next, the key success drivers of these website projects were suggested in light of the typical themes of design thinking (i.e., human centeredness, research based, context awareness, and collaboration). Some practical limitations were also found in adopting the design-thinking-driven web development process, such as limited research methods and tools, and insufficient prototyping and experimentation. Along with these limitations, it was also discovered that current digital design agencies still face the following challenges in adopting the design-thinking-driven web development process: building a long-term, playful partnership with clients; leveraging decision-makers' design thinking awareness; and coping with limited resources (design thinking practitioners, budgets, and schedules).

• Journal of Digital Convergence
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• v.15 no.5
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• pp.139-150
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• 2017

The purpose of this study is to examine the influence of experiential marketing on brand loyalty through brand image and brand attitude, and to ultimately understand the relationship between experiential marketing and purchase intentions. The subjects of the study were first-time participants of the 'Salomon Outdoor City Trail Run' sponsored by the brand Salomon Outdoor. Out of 223 questionnaires given to the subjects, 195 responses were used as the sample for analysis. SPSS 18.0 and AMOS 18.0 were used as the analysis tools. The study results showed that, of the elements of marketing including sensation, emotion, recognition, action, and relation, feel and action positively influenced brand image. Sensation and relation positively influenced brand attitude. Brand image and brand attitude positively influenced brand loyalty and brand loyalty positively influenced purchase intention. The study is significant in that it explores the effects of experiential marketing all the way up to the purchase intention, and how this is influenced by brand image, brand attitude, and brand loyalty. Implications of these findings for experiential marketing as well as future research directions are also provided.

• International Journal of Computer Science & Network Security
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• v.23 no.11
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• pp.53-58
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• 2023

The trend of satisfying consumer needs (payment for mobile communication, music services, cab ordering, banking products, and food delivery) on a unified online platform has shaped a digital ecosystem, an instrument creating a unified space of economic interaction. Representatives of e-commerce are major stakeholders in the development of such tools. In particular, subscription services (multiservice subscriptions) allow users to create their own ecosystems based on their personal preferences. The rate of subscription service use is growing around the world, yet understanding of the peculiarities of development of this e-commerce sphere is limited due to insufficient research.The study aims to determine the motives and barriers to the use of subscription services (multiservice subscriptions) by consumers and their relationship with consumer characteristics.Proceeding from an online survey of 200 users, the study determines the relationship between the gender and income of consumers and their use of subscription services, motives and motivators for using subscription services, and barriers to the choice of a particular subscription service. The obtained results may serve as a basis for managerial decisions in e-commerce and for improving the effectiveness of marketing solutions.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.295-303
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• 2014

This exploratory study deals with the digital policy proposal through emotional perception of real name SNS and WOM effect. Research was based on the audience trends analysis of the movies having official SNS sites and the movies not having official SNS sites among the opened 90 movies in Korea from 2012 to 2013. Therefore, researchers confirmed that the representative real SNS, facebook was utilized as emotional marketing tools and tried to analyze the effectiveness of SNS critically. The research results are the follows. First, the movies to actively utilize facebook showed statistically significant differences in terms of daily, weekly audience and seat share (occupancy ratio). It is indirectly confirmed that real name SNS such as facebook is much effective in WOM marketing. Second, in the daily trends and weekly trends, the movies showed a similar pattern and above all, the movies to actively take advantage of facebook maintained their audience trends. Thus the government and the corporation have to understand the emotional WOM effect of real name SNS for policy effectiveness. Therefore this study gives the contribution practically for boost up the policy effectiveness through emotional ripple WOM effect of the strength of weak tie of real name SNS.

• Journal of Distribution Science
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• v.17 no.7
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• pp.15-25
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• 2019

Purpose - e-Commerce is now one of the alternatives in shopping. Ease of Use and convenience aspects are the main supporting reasons that e-commerce is a trend for most people today. This study examines the relationship between the theory of technology to consumer behavior in using e-commerce applications. Research design, data, and methodology - The number of samples in this study was 600 samples from four major e-commerce made in Indonesia. The research method of this study Structural Equation Model (SEM) with AMOS and SPSS applications as analysis tools. Results - The results of this study state that most hypotheses support prior research and grand theory. On the other hand, the components of technology acceptance theory are mostly able to moderate variable consumer behavior in the digital era. Conclusions - The combination of essential elements of technology theory are oriented to the fundamental aspects of human beings as social beings. The most important thing for the development of the e-commerce industry to develop and be sustainable is the obligation to increase consumer confidence. The combination of components of technology theory and CCT can be a comprehensive marketing strategy and innovation to competitive advantage in the future.