• Journal of Digital Convergence
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• v.17 no.6
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• pp.211-217
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• 2019

This study suggested the alternatives for improving consumers' engagement with digital signage (DS) by analyzing the researches of the effectiveness of DS in marketing and public areas, which is recognized as an essential communication tool for commercial or public matters. According to the results, affective DS ad content of DS resulted in positive shoppers' buying behaviors and perceiving buying environment; DS was also effective for public affairs, which how proper channel and message for the target public resulted in solving community problems. However, it was rare to measure precisely the level of consumers' engagement with DS content and what DS content aroused higher engagement in both areas. Thus, DS content should be more customized based on multiple converged contents for consumers' engagement and the research efforts of DS should be focused on the development of not only its device technology, but also creative content.

• The Korean Journal of Franchise Management
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• v.11 no.2
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• pp.23-39
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• 2020

Purpose: Social Network Sites(SNS) have been grown up as a public communication channel consumer frequently participate in. Most of food service brands are utilizing social media for advertising recently. As a result of SNS marketing, food service brands anticipate positive outputs from SNS engagement and consumer brand engagement so that we need to verify structural relationship among SNS characteristics, SNS engagement and consumer brand engagement. Research design, data, and methodology: This study identifies that SNS characteristics have effects on SNS engagement and examines relationship between SNS engagement and behavioral engagement. We conceptualize SNS characteristics as information quality, hedonic level and interaction. Furthermore, SNS engagement is composed of SNS participation, positive word of mouth(WOM). In order to verify the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Sample data were collected from 433 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The findings of this research are as follows. First, information quality is positively related with SNS participation. Hedonic level and interaction have impacts on SNS participation and positive WOM respectively. Second, SNS participation has positive effects on positive WOM. Third, both SNS participation and WOM influence behavioral engagement respectively. Conclusions: The implications demonstrate that SNS characteristics such as information quality and hedonic level and interaction exert effects for consumer to participate in SNS brand page. Meanwhile, hedonic level and interaction influence on positive WOM but information quality doesn't. SNS participation and positive WOM affect consumer to engage in specific brand behaviorally as well. Therefore, food service brand marketer is required to manage SNS information quality and hedonic level and interaction among members to encourage SNS participation and positive WOM. As SNS participation and positive WOM increases behavioral engagement of consumer, marketer needs to incentivize SNS participation and look after situation of positive WOM and respond swiftly.

• The Journal of Economics, Marketing and Management
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• v.7 no.1
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• pp.1-14
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• 2019

Purpose - Currently, the economic globalization has become a common channel for China's enterprise to perform the international economic activities. Due to this background, this paper tries to analyze the influence of internationalization level on operation performance of enterprises. Research design, data, and Methodology - This paper aims at 296 companies going listed in Shanghai Stock Exchange and Shenzhen Stock Exchange. The data about the listed companies during the 12 years from 2005 to 2016 have been collected. Relevant theories, including the theory of comparative advantage, monopolistic advantage and product life cycle in developed countries as well as the small scale technology and state on localized technological capacities in developing countries, have been summarized to provide theoretical basis for the influence of international operation on operation performance of the enterprises. Moreover, the current status of international operation of China's enterprises, including the dynamic cause of the internationalization of China's enterprises, its competitive advantage and disadvantage as well as the interest and potential risk of the internationalization, have been also analyzed. Results - Via adopting the panel data to conduct an empirical analysis, It can be found that the relationship between international operation level and operation performance of China's enterprises can be expressed as the S-curve of declining, rising and declining again. Conclusions - This paper has taken the lead in using Ohlson corporate value model to fill the gap in the relevant researches in China. It can also provide guidance for the international operation of China's enterprises. Meanwhile, the two systems for international operation and performance evaluation index have been put forward. The performance of international operation can be classified as financial performance or corporate value so that the operation effect of those China's enterprises going abroad can be better evaluated.

• Journal of Korean Library and Information Science Society
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• v.51 no.4
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• pp.351-374
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• 2020

Public libraries provide information and cultural programs based on various collections as an information and culture hub in local communities. This study analyzed the cases of cultural programs of public libraries in the United States on "Programing Librarian," a website operated by the American Library Association to identify the trend of library programs. As a result of the analysis, the traditional program types such as hobbies, culture, and reading are major program types, but the new types as society and life are also appearing. New types of program activities such as social activities and experiences are also identified. In addition, it was analyzed that the tendency to effectively operate cultural programs with minimal cost is also occurring in the United States. As a marketing channel, Facebook was the most preferred method of promoting cultural programs.

• International Journal of Advanced Culture Technology
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• v.10 no.3
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• pp.146-155
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• 2022

The purpose of this study is to investigate the recyclability of Shenlong in China using SWOT. The main analysis results are as follows. First, provided that the company's current capacity utilization rate is seriously insufficient, reducing staff is one among the effective ways. Second, Shenlong should open a web store to cater to young people's online shopping behavior, and further expand the brand visibility using national mainstream media and online shopping platforms like Taobao and JingDong to market Dongfeng Peugeot and Dongfeng Citroen on the whole network. Third, under the premise of maintaining the present best-selling models, Shenlong should appropriately reduce the amount of models, adjust the assembly capacity ratio of every model and every displacement in real time per the newest market trends, increase the agility of auto companies' production, and timely meet the wants of domestic consumers. Fourth, dual-brand coordination and channel integration are very necessary, and also the profitability and profitability of dealers are going to be further improved, thereby increasing sales. Fifth, target building new energy leading products of Shenlong, strive to attain the forefront of the industry within the sales of recent energy vehicles within 5 years, and gradually expand new energy vehicle products from passenger vehicles to passenger vehicles and commercial vehicles. Finally, the marketing field of Shenlong Automobile should achieve "three major changes", that is, change from a goal-driven type to a demand-driven type, cancel the bundling of outlet invoicing goals and delivery incentive tiers; start from basic capabilities, and set pragmatic and challenging goals; focus Channels, to realize following the activation of outlets, and single store sales increase.

• Journal of Fashion Business
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• v.26 no.4
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• pp.64-82
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• 2022

This study aimed to explore fashion technologies for small-scale designer brands and reveal the priorities of the derived fashion technologies. Interviews were conducted with owners of 15 designer brands to explore fashion technologies needed in the field based on the business operation stage (study 1), and an online survey of owners of 61 designer brands was conducted to verify their priorities (study 2). A total of 12 fashion technologies were derived from study 1, including 2 market analysis stages, 6 season planning stages, and 4 product operation stages. In study 2, importance and satisfaction were measured with 12 fashion techniques derived from study 1, and importance-performance analysis (IPA) was performed. The technologies of product management with image tagging and sales channel matching were considered to be the fashion technologies that should be developed first. Second, in the case of maintenance, demand prediction and price determination were applicable. Third, over-effort avoidance was revealed through market analysis and design generation. Finally, in automatic product detail page creation and digital marketing, development was the lowest priority. The results of this study are expected to provide insight into priority areas for fashion technology developers and policy departments providing emerging brand support.

• Journal of agriculture & life science
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• v.50 no.5
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• pp.239-249
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• 2016

The direct sale of agricultural products is an alternative distributional channel which can provide satisfactions to both producers and consumers by reducing marketing cost through a direct connection between them. Due to this role, there has been rising interest in farmers' direct selling of agricultural products. However, the direct selling by farmers expose many problems and obstacles, because farmers should take a role as a middleman when they directly sell their products. This study tries to identify the obstacles from farmers who started the direct sales, and suggested a direction of e-business education programs being in place by RDA for the purpose of promoting farmers' direct sales. Suggestions of e-business education is needed to enhance education programs such as improving personal capability, cooperative work between farmers, expending programs what farms want.

• The Journal of Economics, Marketing and Management
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• v.6 no.4
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• pp.51-64
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• 2018

Purpose - This study is intended to look into the influences of restaurant consumers' e-WOM information communication on product perception risk, benefit and WOM effect. Research design, data, and Methodology - To achieve this, a survey was empirically carried out to 426 restaurant consumers. Results - The findings are as follows. First, the influence of e-WOM on product perception risk showed that WOM information sender characteristics, WOM information recipient characteristics and online community had a statistically significant positive influence on product perception risk. Second, the influence of e-WOM on product risk benefit showed that WOM information sender characteristics, WOM information recipient characteristics and online communication had a statistically significant positive influence on product risk benefit. Third, WOM risk perception had a statistically significant positive influence on WOM acceptance. Fourth, WOM risk benefit had a statistically significant positive influence on WOM effect. Conclusions - As for the above-mentioned findings, the communication between e-WOM sender and recipient had a positive influence on the product evaluation and attitude change in the restaurant industry, and the WOM effect had an influence on the financial performance and non-financial performance. The communication attaches importance to a direct using and tasting experience due to the nature of restaurant industry when it is simultaneously performed as a positive mechanism between sender and recipient through each channel of these factors. But the e-WOM culture can lead to the WOM effect when both sender and recipient share the persuasive communicability in reality that diversifies communication methods, having a positive influence on the management performance.

• Journal of Fashion Business
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• v.27 no.3
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• pp.132-149
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• 2023

This study aims to analyze Instagram hashtags based on big data to investigate changes in consumer trends and perceptions of vegan fashion, and to derive strategies for revitalizing vegan fashion brands based on derived results. Among social media, Instagram was selected as a collection channel, and Instagram hashtags for 'Vegan Fashion' were collected from July 1, 2021 to December 31, 2021. After conducting semantic network analysis with the Ucinet 6 program based on the collected data, the CONCOR analysis on vegan fashion showed the following four clusters: 'Veganism practiced with fashion', 'Bag type of vegan fashion brand', 'Sharing vegan fashion', and 'Diversification of eco-friendly products'. Analysis results showed that the Instagram hashtag for vegan fashion confirmed the MZ generation's increased interest in vegan fashion and their thoughts to recommend and share frequently used items or brand products to people around them. CONCOR analysis of vegan fashion brands showed the following four groups: 'Differentiating the material of vegan bags', 'Eco-friendly products of vegan fashion brands', 'Interest in vegan shoes', and 'Donation campaign of vegan fashion brands'. CONCOR analysis on Meaningout showed the following four clusters: 'MZ Generation's Meaningout Start-up', 'Recommendation Platform for Skin Products', 'Value Consumption Trend for Eco-friendly Clothing', and 'Interest in Eco-friendly Packaging'. The results of this study on vegan fashion, a practical eco-friendly movement that can require changes in social responsibility and perception as issues that directly affect animals, the environment, and humans, are expected to provide basic data to help domestic vegan fashion brands develop marketing strategies.

• Asia pacific journal of information systems
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• v.30 no.3
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• pp.568-589
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• 2020

Recently, Social media has become a concern for businesses, including Small and Medium Enterprises (SMEs). SMEs began to adopt social media to support their performance. To benefit from the application of social media, SMEs must implement the right strategy. This study aims to analyze the factors that influence the use of social media in SMEs. Furthermore, alignment between social media functionalities and strategies and their effect on SME's performance are investigated. A case study is conducted in Gymi, a garment SMEs in East Java, Indonesia. The data collection includes interviews with the owner of SMEs, observations, and document analysis. Data analysis is performed by pattern matching, which matches the patterns from the literature with data from the case study. The results of this study show that cost-effectiveness, interactivity, and compatibility are factors that influence the use of social media in Gymi. The social media used by Gymi are Instagram, Facebook, YouTube, WhatsApp, and LINE. However, the main social media used to support Gymi's functions is Instagram. Gymi has a relatively good social media strategy as it has defined a specific goal, target audience, and channel selection for social media (Instagram). It also has specific resources and policies to handle social media. Gymi monitors and evaluates their social media content activities. These strategies are aligned with the Instagram feature used to support Gymi's function, particularly marketing, sales, customer service, and to some extent, internal operation. The alignment contributes to Gymi's performance measured by the increase in reputation (number of Instagram followers) and sales.