• 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.

• The Journal of Economics, Marketing and Management
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• v.8 no.3
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• pp.1-8
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• 2020

Purpose: Korea has a long history of kid's content industries. Also, Korea's kid's content market has been thriving for a long time, but recently, a company called Smart Study has sharply raised Korea's status because of its competitive advantage and capability in the kid's content industry. Research design, data and methodology: This research has explored and examined how Smart Study was successful in kid's content industries. Also, the research examined the present and potential competitors in the kid's content industry. Results: We investigated and explored how they were different from other Korean kid industries through value, rare, inimitability, and organization (VRIO) framework. Conclusions: One of the primary reasons for their success is because Smart Study has strengths in marketing that brand character and making consumers loyal to the company. Lastly, this paper attempted to explain how they have promoted their company and investigated how other companies promote themselves in the kid's content industry. This paper has limitations. We could not explain all the fields of kid content. The kids' content has developed tremendously, but there are many hidden parts. It has been successful in Korea and is still growing and proliferating. Also, there is a slight lack of scarcity in distribution methods.

• The Journal of Information Systems
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• v.26 no.4
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• pp.419-442
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• 2017

Purpose The purpose of this study is to explore the pattern of user response and it's duration time through social media content response analysis. We also analyze the characteristics of content quality factors which are associate with the user response pattern. The analysis results will provide some implications to develop strategies and schematic plans for the operator of regional marketing on the SNS. Design/methodology/approach This study used mixed methods to verify the effects and responses of social media contents on the users who have concerns about regional events such as local festival, cultural events, and city tours etc. Big data analysis was conducted with the quantitative data from regional government SNSs. The data was collected through web crawling in order to analyze the social media contents. We especially analyzed the contents duration time and peak level time. This study also analyzed the characteristics of contents quality factors using expert evaluation data on the social media contents. Finally, we verify the relationship between the contents quality factors and user response types by cross correlation analysis. Findings According to the big data analysis, we could find some content life cycle which can be explained through empirical distribution with peak time pattern and left skewed long tail. The user response patterns are dependent on time and contents quality. In addition, this study confirms that the level of quality of social media content is closely relate to user interaction and response pattern. As a result of the contents response pattern analysis, it is necessary to develop high quality contents design strategy and content posting and propagation tactics. The SNS operators need to develop high quality contents using rich-media technology and active response contents that induce opinion leader on the SNS.

• Information Systems Review
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• v.15 no.3
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• pp.89-110
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• 2013

Affiliate marketing is classified as a type of online advertising, where merchants share a percentage of sales revenue generated by each customer, who visited the company's website via a content provider. Content provider, referred to as an affiliate, usually places an online advertisement at its website. For the past few years, there have been a lot of companies or individuals who participate in affiliate marketing. Generally speaking, most of them have websites and post the merchant's ads on their own websites. However, building and maintaining websites have some technology requirements. The widespread use of Social Network Service (SNS), especially microblog-based SNS such as Twitter and Sina Weibo, provides opportunities for individuals who want to be content providers of affiliate marketing. Since information spreads quickly on microblog-based SNS and the easy in targeting customers, it is both an effective and an efficient tool to do affiliate marketing. The relationship between a content provider and the potential customer, which is referred as "tie strength", is quite an important issue in such situation. This paper proved that service characteristics of the microblog-based SNS (security, community drivenness and navigability) and content quality all had positive influence on click-through intention, while tie strength played a moderating role. For the group with strong tie, tie strength is crucial in influencing click-through intention. While for the weak tie group, content quality was very important. Finally, we proposed some implications for both academics and practitioners.

• International Journal of Advanced Culture Technology
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• v.8 no.3
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• pp.38-44
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• 2020

Storytelling plays a very important role in emotional marketing recently. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. This is a faithful reflection of what the Dream Society has proposed. In this article, we are researching the consumption value system, and analyze various cases focusing on a coffee advertisement. In particular, by delivering a story, we will concentrate on advertising that appeals to utopian values and discusses the actual impact that it brings. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The originality of this paper is to discuss the theory of consumption value system positively with the concept of storytelling. Therefore, we will draw conclusions as to which orientation is most ideal for storytelling in advertising. Understanding these business models will help you build an effective marketing strategy for the Dream Society.

• Journal of Global Scholars of Marketing Science
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• v.3
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• pp.235-251
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• 1999

This research deals with the basic ideas and implementation used for developing competitive advantage in the market they serve. The market to which a company belongs is continuously evolving, not static. Therefore, the company is required to adopt a suitable strategy in the market it serves. Marketing strategy establishment requires continual adjustment in the strategy content and redirection in organizational actions to address emerging market problems and opportunities. Much of the strategic implementation is characterized by firefights aimed at solving emerging, unforeseen problems. The concept of strategy was originally introduced to provide companies with a rational means of coping with environmental changes. An old Oriental proverb said that "knowing myself and then understanding others is the best way to success". In line with the proverb, the starting point of marketing strategy establishment for the competitive advantage is to understand the activities of a company wholly. After analyzing the scope of its activities, a company has to understand the market structure, to review competitive environments, to formulate the base of the competitive strategy and to adopt differentiation strategies for obtaining the competitive advantage.

• East Asian Journal of Business Economics (EAJBE)
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• v.10 no.3
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• pp.93-104
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• 2022

Purpose - The green marketing practice improves consumers' environmental knowledge, consequently bolstering their environmental purchase intention. It also improves consumers' green brand knowledge, positively influences their attitude toward green brands. This research examines the role of green brand image between green marketing practice and consumers' green purchasing intention Research design, Data, and methodology - This research has conducted the 'Qualitative Content Analysis' in the current literature dataset. It is crucial to create the procedures and processes that is used to acquire the data needed to structure or solve problems. Finally, total 35 prior studies included for the analysis. Result - Based on prior studies, the current authors figured out that the green brand image plays an essential role in promoting companies' efforts in green marketing practices and green purchase intentions through its mediating ability by fostering trust, green perceived value, green brand loyalty, and social responsibility as a significant determiner of green practices Conclusion - This research concludes that green brand positioning helps companies secure a special place in a consumers' mind by facilitating the design of the desired green brand awareness image and strengthening consumers' desire to purchase a specific green product/service. Green brand positioning centers on the way marketing communications of green brand features green brand knowledge.

• Journal of Information Technology Services
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• v.13 no.4
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• pp.377-396
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• 2014

There is a phenomenon that the consumers from all over the countries are using the Korean online shopping malls, which has settled as a distribution industry. To get the attention of the consumers from other countries, the marketing strategy is important in order for the online shopping malls to go advance abroad. The purpose of this study is to overview the Pinterest, which is a shopping-oriented Social Network Service (SNS) based on the image content. The Pinterest is a valuable online shopping mall marketing channel. By looking at the background growth and feature of service, the existence of the mega SNS as a center in the social business is to see how Pinterest is targeting a niche market. As a result of this study, Pinterest has the advantage against other SNS for joining with online shopping malls because a tendency of the traffic referrals from Pinterest is increasing and the average of the cost of the purchase is high. Therefore, this study is reflecting various cases of utilizing the online shopping malls. In conclusion, Pinterest represents an illustrative case of effective marketing channel of the online shopping malls.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.9
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• pp.1538-1545
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• 2010

Relationship marketing can be one of the most efficient strategies that enable a company to achieve business success in the marketing environment of tough competition and the desire of consumers for diverse products. Using relationship marketing instead of mass marketing can help a company increase profits. For. proper research in relationship marketing, it is indispensable to study interactivity. This study investigates the effects of interactivity on relationship marketing. The results are as follow: The enterprise-consumer interactivity had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). Especially enterprise-consumer interactivity appeared as the most positive effect on satisfaction and customization benefit appeared to be the most positive effect on trust. The enterprise-consumer interactivity had a significantly positive effect on relationship performance (long-term relationship orientation, repurchase intention, and word of mouth). Especially, enterprise-consumer interactivity appeared as the most positive effect on long-term relationship orientation. Internet shopping malls should enhance the interaction between the company and customers with the feedback system to share important information, and maintain a reliable technological environment. The company can deal with customer requirements by supplying proper products and content. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.3
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• pp.55-66
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• 2019

The makeup experience service in a theme park was analyzed for the study on the makeup service using experiential marketing based on recent consumer experience. The results of the study showed that the utilization, marketing effect, and lifestyle in makeup service at the Experiential marketing are analyzed. In other words, according to the variables, the purpose of this study is to the effect on the satisfaction, loyalty, and Intent to revisit. In this study, in order to achieve this, literature research and Empirical study on the same time. In literature review, Theories and previous studies were considered which are about experience marketing, lifestyle, makeup service, loyalty, satisfaction, and the intent to revisit. Then, a research model and a hypothesis were established. In empirical study, Based on this, it was applied to the makeup service in a theme park and verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The results showed that experience marketing and lifestyle had a significant influence on satisfaction, loyalty, and return visit intention. Based on this research, the makeup service using experience marketing would be hopefully more practical as a typical culture content marketing.