• Asia Marketing Journal
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• v.13 no.3
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• pp.79-102
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• 2011

Researchers in channel dyads have devoted much attention to relationship between interdependence (i.e. interdependence enymmetry and total interdependence) and conflict that promote channel performance. In social science, in spite of the inconsistent results in marketing practice, there are two contradictory theories explain the relationship between interdependence and conflict - bilateral deterrence theory and conflict spiral theory. The authors apply these theories to co-marketing alliance situation in terms that this relationship is also incorporated both company's dependence, either from one company's perspective or each partner about its respective dependence. Using survey data and archival data from 181 companies enlisted in a telecommunication membership program, the authors find out the relationship between interdependence and conflict as well as investigate the antecedents of interdependence - transaction age, transaction frequency, the numbers of alliance partner, and co-marketing alliance specific assets according to previous researches. Using PLS analysis, the authors demonstrate that, with increasing total interdependence in a telecommunication membership program, two co-marketing partners' conflict level is increased in accord with the author's conflict spiral theory predictions. As expected, higher interdependence asymmetry has negative value to level of conflict even though this result is not statistically significant. Other findings can be summarized as follows. In the perspective of telecommunication company, transaction age, transaction frequency, and co-marketing alliance specific assets have influence on its dependence on a partner as independent variables. To the contrary, in a partner's perspective, transaction frequency, co-marketing alliance specific assets and the numbers of alliance partner have significantly impact on its dependence on a telecommunication company. In direct effect analysis, it is shown that transaction age, frequency and co-marketing alliance specific assets have direct influence on conflict. This results suggest that it is more useful for a telecommunication company to select a co-marketing partner which is frequently used by customers and earned high rates of mileage. In addition, the results show that dependence of a telecommunication company on a co-marketing partner is more significantly effected to co-marketing alliance conflict than partner's one. It provide an effective conflict management strategy to a telecommunication company for controling customer's usage rate or having the co-marketing partner deposit high level of alliance specific investment (i.e. mileage). To a co-marketing partner of telecommunication company, it is required control the percentage of co-marketing sales in total sales revenue or seek various co-marketing partners in order for co-marketing conflict management. The research implications, limitation and future research of these results are discussed.

• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.228-241
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• 2011

This study aims to consider the effects of the change in communication culture affected by 'Social Media' on the film marketing. Particularly, Twitter, a kind of Social Media which shows the most rapid growth recently, is examined for what kind of benefits it's functional characteristics would provide for film marketing. Twitter, which has distinctive characteristics such as free access, the high level of attention resulting from its simplicity, alarming speed of spreading information and low costs, offers a variety of marketing opportunities not only for general commercial films but for low budget or independent films that do not have sufficient marketing opportunity. In the case of the documentary film (2010, Woo-jung Kwon), starting from the process of the film production through release to the time after the screening, it continued to communicate with potential audiences via Twitter and tried every tool of film marketing like advertising, PR, promotion and word of mouth. By doing so, it provides a model for low budget or independent films about what alternative activities they might be able to conduct for film marketing.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.427-436
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• 2018

Companies are now using SNS as an online marketing channel and increasingly using it for customer relationship management(CRM). Although companies are actively using social media for marketing, language study brands in South Korea are using social media marketing in widely different ways. Among various components of social media marketing activities, this study analyzed the effects of informativeness, content suitability, and recency of social media marketing on consumers from the perspectives of brand equity and purchase intent. In the results, components of social media marketing activities had significant effects on brand equity, in the order of recency, content suitability, and informativeness. Second, brand equity and consumer purchase intent had significant correlation. And having a child also influenced purchase intent. The results of this study can be used as basic data for research on social media marketing of language schools and propose a theoretical direction for future research in the field as there is little academic data related to the subject.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.277-292
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• 2014

This study investigated consumers' multi-channel behavior for fashion product purchases and compared perceived risks by channel type. A survey involving male and female college students was conducted in the Daegu and Gyungbuk area in December 2013. A total of 400 responses were analyzed using descriptive statistics, chi-square analysis, independent sample t-test, paired t-test, factor analysis, and reliability analysis. An internet shopping mall was the most frequently chosen retailer type for fashion product purchases and information searches. In addition, respondents also preferred independent branded stores, department stores, and non-branded stores. The number of retailer types for clothing item purchases ranged from 1 to 6 and the average was 3.06. The number of retailer types was significantly higher in women groups according to gender variables. Perceived risk had the highest evaluation score for internet shopping malls. Department stores were recognized as a reliable retailer type. The construct of perceived risk was shown as similar in off-line stores such as department stores, independent branded stores, and non-branded stores. Instead, the construct was differentiated from the case of internet shopping malls. Some insightful suggestions were suggested for future research and industrial marketing plans based on the results.

• Journal of Intelligence and Information Systems
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• v.22 no.2
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• pp.57-79
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• 2016

It is a rising trend that the number of users using one of the social media channels, the Social Network Service, so called the SNS, is getting increased. As per to this social trend, more companies have interest in this networking platform and start to invest their funds in it. It has received much attention as a tool spreading and expanding the message that a company wants to deliver to its customers and has been recognized as an important channel in terms of the relationship marketing with them. The environment of media that is radically changing these days makes possible for companies to approach their customers in various ways. Particularly, the social network service, which has been developed rapidly, provides the environment that customers can freely talk about products. For companies, it also works as a channel that gives customized information to customers. To succeed in the online environment, companies need to not only build the relationship between companies and customers but focus on the relationship between customers as well. In response to the online environment with the continuous development of technology, companies have tirelessly made the novel marketing strategy. Especially, as the one-to-one marketing to customers become available, it is more important for companies to maintain the relationship marketing with their customers. Among many SNS, Facebook, which many companies use as a communication channel, provides a fan page service for each company that supports its business. Facebook fan page is the platform that the event, information and announcement can be shared with customers using texts, videos, and pictures. Companies open their own fan pages in order to inform their companies and businesses. Such page functions as the websites of companies and has a characteristic of their brand communities such as blogs as well. As Facebook has become the major communication medium with customers, companies recognize its importance as the effective marketing channel, but they still need to investigate their business performances by using Facebook. Although there are infinite potentials in Facebook fan page that even has a function as a community between users, which other platforms do not, it is incomplete to regard companies' Facebook fan pages as communities and analyze them. In this study, it explores the relationship among customers through the network of the Facebook fan page users. The previous studies on a company's Facebook fan page were focused on finding out the effective operational direction by analyzing the use state of the company. However, in this study, it draws out the structural variable of the network, which customer committment can be measured by applying the social network analysis methodology and investigates the influence of the structural characteristics of network on the business performance of companies in an empirical way. Through each company's Facebook fan page, the network of users who engaged in the communication with each company is exploited and it is the one-mode undirected binary network that respectively regards users and the relationship of them in terms of their marketing activities as the node and link. In this network, it draws out the structural variable of network that can explain the customer commitment, who pressed "like," made comments and shared the Facebook marketing message, of each company by calculating density, global clustering coefficient, mean geodesic distance, diameter. By exploiting companies' historical performance such as net income and Tobin's Q indicator as the result variables, this study investigates influence on companies' business performances. For this purpose, it collects the network data on the subjects of 54 companies among KOSPI-listed companies, which have posted more than 100 articles on their Facebook fan pages during the data collection period. Then it draws out the network indicator of each company. The indicator related to companies' performances is calculated, based on the posted value on DART website of the Financial Supervisory Service. From the academic perspective, this study suggests a new approach through the social network analysis methodology to researchers who attempt to study the business-purpose utilization of the social media channel. From the practical perspective, this study proposes the more substantive marketing performance measurements to companies performing marketing activities through the social media and it is expected that it will bring a foundation of establishing smart business strategies by using the network indicators.

• Journal of the Korean Society of Food Culture
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• v.26 no.1
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• pp.80-85
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• 2011

This study analyzed consumer attitude, habit strength, subjective norm, a pros evaluation, and intention to consume to estimate perceptible variables that affect apple consumption. Data were collected from 207 men and women through a selfadministrated questionnaire. A partial least squares regression was conducted as one of structural equation models to estimate and test hypotheses. The results showed that attitude, habit strength, and the pros evaluation affected the intention to consume apples, and that the intention increased apple consumption. The results also showed that some marketing strategies are needed to promote apple consumption and to make consumers change their intention, to develop habits for eating apples by changing their diets, and to impress upon them that apples are good for health. This can be interpreted as meaning that it is most important to understand consumer behavior, particularly consumer psychology, which is reflected in the recent trend of marketing that concentrates on meeting the consumer's needs rather than the producer's.

• Journal of the Korean Society of Food Culture
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• v.35 no.5
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• pp.407-416
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• 2020

Food tourism is recognized as a unique form of tourism product that combines traditions and regional characteristics and has become an international trend. However, research on food tourism in Korea is limited. Thus, this study investigated the selection attributes of food tourism in Italy, France and Japan. A qualitative study was conducted among 34 foreign food tourism experts on food tourism in their respective countries to find possible directions for Korean food tourism. As a result of this study, 'Food attraction', 'Traditionality', 'Locality', 'Convenience', 'Cultural Characteristics', and 'Appropriateness of price' were the attributes identified from the expert's comments. Marketing strategies such as improving quality of service and food itself, quality of service, developing diverse food tourism product, and building marketing channel will improve the status of food tourism in Korea.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.10a
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• pp.603-606
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• 2015

The post-production of smart farming defines the stage that the final products are delivered from producer to consumers via market on ICT network. It deals with the process of product packaging and distribution from producer to consumer with marketing strategy. This focus on reference model for post-production service including specialization, centralization of product delivery, and just-in-time delivery, and marketing system on the network. It defines a significant function component on post-production stage. The producer plays a significant role in economy being one of the main contributors to the many customers. This articles suggest the effective product distribution service which requires delivering the right product, in the right quantity, in the right condition, to the right place, at the right time, for the right cost, and encompassing global marketing based on ICT network, will be provided[1].

• 한국IT서비스학회:학술대회논문집
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• 2008.11a
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• pp.112-115
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• 2008

CRM is one of fields that come into the spotlight in academic circles. A Marked changes of business environment makes it get a various information about competitive products unlike in the past and makes it understand the customer needs. Also, Market boundary become to be uncleared. Insurance industry is lied in the age of limitless competition due to uncleared market boundary. Channels for getting customer information and understandings become to be various. In this study, we collect the customer information using various channel and we analyze out a primary factor. Using this results, we present the method that cluster target customers. It is the object of this paper that analyze out the effects when we execute the One-to-One-Marketing using clustered target customer based customer pattern.

• Asia Marketing Journal
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• v.21 no.2
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• pp.51-71
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• 2019

L&P Cosmetic, the leading company selling mask packs on the global market, produces MEDIHEAL, the number-one best-selling mask pack brand in Korea and the best-selling imported mask pack brand in China (2017). The company pioneered the premium market for mask packs through its launch of premium mask packs in 2009, and has subsequently achieved outstanding success in Korea and China. Three key factors have contributed to the success of L&P Cosmetic: product leadership with R&D capability, strategic marketing programs tailored for each market segment, and operational excellence focusing on strategic outsourcing and partnership management. Nonetheless, globalization beyond the Chinese market remains a major challenge for the potential of L&P Cosmetic. The company has embarked upon a collaboration with BTS, the world's top K-pop stars, as an optimally effective way to achieve its goals and a highly efficient strategy to manage the risks of globalization. The global branding collaboration project with BTS has succeeded in generating primary demand for mask packs on the global market, spreading brand awareness of MEDIHEAL, and establishing global channel networks. L&P Cosmetic will continue to grow worldwide on the basis of this outstanding performance.