• Journal of Digital Convergence
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• v.14 no.12
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• pp.457-462
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• 2016

This study is to understand the needs of local character design for SNS marketing and find development plan. We analyzed successful cases in Korea and Japan to find out development plan of competitive local character for SNS marketing. Method of study was literature research, case study and in-depth interview, based on component of character. These are the results. First, development of local character has to consider the use in SNS marketing. Second, local character has to be more concerned with intimacy than Symbolic. Third, it should have attractive visual, reflecting the taste of people. Fourth, it should have creative design to arouse people's curiosity. Finally, name and design of the character should be intuitive. Therefore, we expect improvement of Korean local characters, which reflect SNS marketing and current trends.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.202-215
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• 2022

The purpose of this study is to identify gamification techniques and characteristics of digital marketing based on the main information communication, learning, and play of the current consumer group, and to present effective gamification digital marketing plans for the MZ generation. The summary of the research process is as follows. First, the characteristics and definitions of MZ generation and gamification were described and the concept was clarified. Second, domestic and foreign gamification cases were compared and analyzed. Studies show that we should be wary of gamification digital marketing, which fails to reflect the characteristics of the fun-seeking MZ generation by failing to organically connect the mechanisms and structures of gamification, focusing only on visible elements, such as Point, Badge, and Leaderboard. In addition, customers who lose the fun of obtaining rewards and leave because they feel that the rewards (points, badges, leaderboards) they provide are worthless should be prevented.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.441-446
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• 2018

The purpose of this study is to investigate the digital media strategies for small business branding. To understand the effective strategies for promoting small business through digital content marketing, we conducted in-depth interview with small business managers. The results of in-depth interview revealed that it is critical for small businesses to start creating and including video marketing as part of their entire content strategy. Especially, small business managers considered that video that provides rich media content can boost consumer engagement and increase the time spent on a branded contents. From a managerial perspective, this study provides guide on what small businesses should consider when developing and implementing digital strategies. For future research, this study provides the guide to investigate the effects of digital contents on the brand equity of small business.

• Proceedings of the Korea Society of Design Studies Conference
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• 2005.05a
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• pp.290-291
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• 2005

• Proceedings of the Korea Society of Design Studies Conference
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• 2005.05a
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• pp.280-281
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• 2005

• Asia Marketing Journal
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• v.7 no.3
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• pp.77-81
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• 2005

본 글은 한국마케팅저널 편집규정 2조 4항에 근거하여 원로회원에게 청탁한 것입니다. 2조 4항: 열린마당(open plaza)은 book review, issue, short essay 등을 다루며 A4 4-5장 정도의 분량으로 편집위원회에서 원로회원 및 특정 회원에게 원고를 청탁할 수 있다.

• International journal of advanced smart convergence
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• v.11 no.3
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• pp.72-78
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• 2022

The aim of this research is to improve the effectiveness of digital media advertising because current advertisements -in digital signage - indiscriminately appeals to the general public rather than to a specific target. In order to deliver efficient and customized advertisement information, an IoT human body detection sensor mounted on digital signage detected human faces and then classified them firstly by gender. The digital signage here is a smart digital signage that can analyze facial signals, discriminate them based on patterns, and apply the extracted data by displaying the corresponding information to the user. In addition, by identifying the customer's location approaching the smart digital signage and displaying the optimized content information for the customer's location through an algorithm, the digital signage can dramatize the advertisement Thus, this is a study meant forimproving information efficiency while reducing noise and driving power waste generated from unnecessary digital information reproduction.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.2
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• pp.227-239
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• 2023

Online marketing is a rapidly growing industry that heavily depends on digital technologies and data analysis to effectively reach and engage consumers. For that, artificial intelligence (AI) has emerged as a crucial tool for online marketers, enabling marketers to analyze extensive consumer data and automate decision-making processes. The purpose of this study was to investigate the ethical implications of using AI in online marketing, focusing on its impact on consumer privacy and decision-making. AI has created new possibilities for personalized marketing but raises concerns about the collection and use of consumer data, transparency and accountability of decision-making, and the impact on consumer autonomy and privacy. In this study, we reviewed the relevant literature and case studies to assess the potential risks and make recommendations for improving consumer protection. The findings provide insights into ethical considerations and offer a roadmap for balancing the advantages of AI in online marketing with the protection of consumer rights. Companies should consider these ethical issues when implementing AI in their marketing strategies. In this study, we explored the concerns and provided insights into the challenges posed by AI in online marketing, such as the collection and use of consumer data, transparency, and accountability of decision-making, and the impact on consumer autonomy and privacy.

• Journal of Digital Convergence
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• v.20 no.1
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• pp.285-291
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• 2022

The Purpose of this Study is to explore the new direction for Metaverse marketing and I analyze case of Metaverse marketing focusing on jewelry brand and changes of IT technology for Metaverse Roadmap 2.0. Based on the analyzed marketing strategy, jewelry brands compare and study Metaverse marketing cases to draw implications. As a result of the study, successful Metaverse marketing provides a personalized experience in the virtual space and is accompanied by analysis of the customer journey, and this can be confirmed in the case of global brand. As a future research direction, Through in-depth research on marketing ROI(Return On Investment), I contribute to enhancing the competitiveness of jewelry brand.

• Journal of Digital Convergence
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• v.7 no.3
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• pp.75-82
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• 2009

The purpose of this study is explore the effect of brand marketing on the circulation structure factors as corporation image, brand image, and purchase intention and to clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and the circulation structure factors as CI (corporation image) and BI(brand image) and PI(purchase intention) are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporation image and brand image in mobile phone corporation.