• 유통과학연구
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• 제10권11호
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• pp.71-77
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• 2012

Purpose - This study examined marketing communication in traditional markets by assessing consumers demonstrating brand loyalty through repeat purchases despite active marketing by competing brands hence, showing that the brand did not lose customers owing to communication. Specifically, this study examined the effects of marketing communication factors in traditional markets upon consumers' store loyalty and to determine consumers' practical and hedonic values, as moderating variables. Moreover, this study determined that both experienced and inexperienced consumers in traditional markets could similarly assess the market and examined the outcome of traditional market development as well as future strategies. Research design, data, methodology - To verify the relationship between marketing communication and store loyalty, and the moderating effects of shopping value, data were collected from 230 consumers in the Gyeonggi Province to test the theoretical model and its hypotheses. Although the field of distribution management typically uses two research methodologies, this study was conducted using empirical methodology. Specifically, analysis of variance and hierarchical regression analysis were used to test the hypotheses. Results - Consumers who had experienced the traditional market placed a greater emphasis on the physical environment or word-of-mouth marketing. Moreover, other factors apart from advertising had a significantly positive influence upon marketing communication sub-factors and store loyalty. Word-of-mouth marketing was found to be more important than other factors, therefore affirmative word-of-mouth marketing was considered important from various viewpoints. The study investigated the moderating effects of hedonic value and practical use value in the relationship between marketing communication sub-factors and store loyalty: The negative influence of publicity, physical environment, and word-of-mouth marketing was considered to be statistically significant. Conclusions - Consumers who made use of the traditional market did not think of the physical environment in an affirmative way, and consumers who did not make use of the traditional market perceived it as having a poor physical environment. However, consumers who engaged in word-of-mouth marketing experienced the traditional market in an affirmative way. Consumers who made use of the traditional market had significantly high hedonic value and/or practical use value, therefore future strategies should encourage consumers to make more use of the traditional market. Consumers who had experienced the traditional market demonstrated strong market loyalty. For consumers who did not make use of the traditional market, marketing communication was likely to influence store loyalty in a different manner from a practical perspective. In other words, marketing communication was needed to develop the traditional market, and consumers who did not make use of the traditional market should be given the opportunity to do so. Consumers having low hedonic values experienced high publicity to have high store loyalty, and consumers who experienced good facilities of the traditional market had high store loyalty (Nam & Jun, 2011). Consumers with low hedonic values as well as those with high hedonic values on the traditional market could have high store loyalty through affirmative word-of-mouth marketing.Therefore, various types of events and strategies were needed to enable consumers to experience the traditional market in an affirmative way.

• 통상정보연구
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• 제14권1호
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• pp.391-418
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• 2012

최근의 소셜 네트워크 서비스 (Social Network Service)는 그 사용범위와 목적이 확장하고 있다. 초기의 이메일, 리스트서브, 뉴스그룹 등 비교적 동질적 집단 간의 네트워킹 중심의 SNS로부터, 이제는 기업들에게도 게시판, 개인의 미니홈피나 블로그, Facebook, Twitter를 이용한 소셜미디어 마케팅이라는 개념이 형성되고 있다. 본 연구에서는 소셜미디어 활용과 수출마케팅 성과의 관계성을 검증하는 것이 목적이다. 이를 위하여 SNS활용의 유형을 살펴보고, 이들과 수출마케팅 성과와의 관계를 검증하고자 하였다. 연구결과, SNS활용은 수출마케팅 성과와 직접적인 영향을 미치는 것으로 분석되었다. 또한 제품의 온라인 적합성과 조직의 혁신수용성은 SNS활용에 긍정적인 영향을 미치는 것으로 도출된 반면, 마케팅역량과 국제화역량은 SNS활용을 통하여 수출마케팅성과로 이어지지 않는다고 파악되었다. 따라서 SNS의 활용을 증진시킬 수 있는 제품과 서비스의 개발과 함께, 조직 내부의 SNS활용에 대한 적극적 관심과 수용이 필요하다는 점을 시사하고 있다.

• Asian Journal of Innovation and Policy
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• 제7권2호
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• pp.338-363
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• 2018

Mobile marketing is a brand new phenomenon. In Malaysia, marketeers do not seem to understand well enough the perceptions of consumers according to mobile marketing, especially to the mobile service users. This study analyses and evaluates any significant relationship between consumer perceptions and intentions with respect to mobile marketing, and seeks to determine the expectations, preferences, pattern and usage of the consumers of Mobile Marketing Product and Service (MMP&S). The data was obtained by convenience sampling in the big cities of Malaysia. A total of 500 questionnaires were distributed and a sample of 112 usable questionnaires was selected. The result of this research applying the Technology Acceptance Model (TAM) point to the fact that perceived usefulness, perceived ease of use, perceived innovative, social influence have a direct positive relationship with the intention to use mobile marketing. This, in turn, can shed light on the main factors determining consumer intentions to use mobile marketing that may control consumer adoption of mobile marketing.

• 경영과정보연구
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• 제7권
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• pp.187-210
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• 2001

The purpose of this study is to develop an framework for the marketing performance evaluation of POS system by the theoretical model for evaluation of information system and the empirical data of Super-chains. This study were empirically examined an effect of POS system and its information quality on POS information use and another effect of POS information use on marketing performances of firms using POS system. Also, in order to achieve this purpose, a literature survey on MIS and marketing was conducted. In this study, the structural equation model(SEM) was established for verifying the relationship of above variables. And, several hypothesis were established and examined empirically from that SEM. In conclusion POS system and its information quality influenced positively on POS information use, and that information use influenced on marketing performance as the effectiveness of POS system operations.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.523-531
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• 2021

This study aims to examine the role of social media marketing on the performance of micro-, small and medium-sized enterprises (MSMEs) during the COVID-19 pandemic. This research method uses a quantitative approach and the analytical tool used is Structural Equation Modeling (SEM) based on Partial Least Square. The sampling technique used purposive sampling and the sample in this study was MSMEs who use social media for marketing. The social media used are Facebook, Instagram, and Whatsapp. The number of samples in this study was 254 MSMEs. Data collection used online questionnaires. The research findings show that the use of social media marketing is influenced by compatibility, perceived usefulness, and perceived ease-of-use. The results of this study indicate that the use of social media for marketing has a positive effect on the performance of MSMEs, especially in increasing sales, customer relationships, productivity, and creativity. This means that the better the management of social media for marketing, the better the performance of MSMEs will be. The theoretical contribution to this research is built on the TAM and UTAUT theories and their impact on social media marketing on MSMEs in developing countries that are living through the COVID-19 pandemic.

• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 2002년도 추계정기학술대회
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• pp.241-249
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• 2002

Making traditional plan of target marketing based on Association Rule has brought restriction to obtain the target of marketing. This paper is to present Inverse Association Rule as a new association rule for target marketing. Inverse Association Rule does not use information about relation between items that customers purchase like Association Rule, but use information about relation between items that customers do not pruchase. By adding Inverse Association Rule to target marketing, we generate new marketing rule to look for new target of marketing. From new marketing rule, this paper is to show direct marketing about target item and indirect marketing about another item associated with target item to sell target item. The reason is that sales of the item associated with target item have an influence on sales of target item.

• 유통과학연구
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• 제21권12호
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• pp.59-69
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• 2023

Purpose: Consumers can experience better service for distribution of products with payment technology such as QRIS (Quick Response Code Indonesian Standard) compared to conventional purchase methods. This research aims to determine the experience of QRIS service users in Indonesia. Perceived Usefulness, Ease of Use, and Perceived Security were independent factors. Behavioral Intention to Use is the dependent variable. Furthermore, Word of Mouth Attitude is an intervening variable. Research Design, Data, and Methodology: Involving active QRIS users in a survey-based quantitative study in Indonesia. A survey sample of 400 people was taken from data records of 30.87 million QRIS users in Indonesia. Data were analyzed using SEM-PLS. Results: Show that Perceived Usefulness and Perceived Ease of Use significantly impact Attitudes Word of Mouth, and Behavioral Intention to Use. This research also found that Behavioral Intention to Use does not significantly impact Perceived Security. Conclusion: QRIS, as a revolutionary innovation, offers faster payments than previous methods, with a payment time of no more than one minute. QRIS is seen as valuable, simple, and safe, disseminating information to the public and continuing to use QRIS. The implications of this research are very significant in accelerating the flow of distribution of goods and services and facilitating transactions.

• Fashion, Industry and Education
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• 제16권1호
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• pp.46-55
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• 2018

The purpose of this exploratory study was to enhance the understanding of how brands tilize emojis in their marketing practices. A content analysis was conducted utilizing Google News as a search tool to access articles containing information pertaining to the use of emojis by brands. The combination of keywords used for the search were "emoji", "business", and "marketing". The search was narrowed down to the period of January $1^{st}$, 2014 - November $29^{th}$, 2017. This method generated a total of 604 trade publications with 55 of them providing information pertaining to specific brands and their use of emojis in their marketing strategies. A content analysis of trade publications has revealed that a variety of marketers have utilized emojis in their brand marketing practices. The entertainment, service, and food/drink industries have predominantly utilized emojis in their marketing practices, and their primary purpose for using emojis was to increase consumer engagement. Brands applied most of these emoji marketing strategies to an online or digital setting, whether it was social media pages, mobile applications, or any other form of computer-based marketing. Although there are limitations to this exploratory research in terms of its methodology, the findings of this study provide interesting insights into the potential of emojis as a marketing tool.

• 한국경영과학회지
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• 제34권4호
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• pp.27-42
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• 2009

The research aims to identify factors affecting the use of government export marketing assistance programs and future improvements of the programs. 500 Korean exporting firms were used as a sample and research hypotheses were tested by the structural equation modeling using AMOS 7.0. The empirical findings are as follows. First, exporting firms' awareness of export marketing assistance programs showed a positive impact on their use of the programs. Second, small exporters showed higher awareness and use of the programs than large ones. Third, the firms with low export intensity showed higher awareness and use of the programs than those with high export intensity. Fourth, exporters having high orientations for overseas market showed higher awareness and use of the programs than those with low international orientations. Fifth, exporters having high proportion of direct exports showed higher awareness and use of the programs than those with low proportion of direct exports. Also, the effects of these firm-specific characteristics on the use of the programs were found to be done indirectly, in other words, through the awareness of the programs. Therefore, it was concluded that export marketing assistance program would be differentiated and specialized to fit in with exporters' different exporting stages and needs. Also, in order to increase the use of the programs, exporters' awareness and knowledge of the programs have to be increased in advance.

• 한국정보시스템학회지:정보시스템연구
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• 제7권1호
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• pp.99-128
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• 1998

The increasing importance of IT rose to the top of list of marketing managers' key concerns and IT has been used widely in performing various marketing activities and decisions. However, little was known about how to employ IT in various marketing activities and how to use IT as a strategic marketing means. Also, comprehensive empirical studies have rarely been conducted. This study examines the effectiveness of integrative use of marketing and IT. More specifically, this study attempts to identify the factors that influence the effectiveness of marketing information systems. The manufacturing firms listed in the Korean Stock Market were surveyed. the major findings of this study are as follows. First, the variables of organizational characteristics such as formalization of decision making cooperation between marketing function and IS function, and degree of decentralization were significantly related to the success of marketing information systems. The variables of user highly associated with the success of marketing information systems. Second, it was also found that the support capability of marketing information systems is the major factor of the effectiveness of marketing information systems. Third, the variables marketing function and IS function, and ratio of export sales to total sales were three variables such as marketing knowledge of marketing managers, cooperation were the main factors to affect the users' satisfaction with the information system. These results imply that, in order to increase the effectiveness of marketing information systems, a firm should enhance a cooperation between marketing function and IS function, diversify the support capability of IS, and strengthen the computer mind and computer knowledge of end-uses.