• Journal of Distribution Science
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• v.21 no.2
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• pp.53-63
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• 2023

Purpose: This study aims to determine the effect of Customer Experience Management (CEM) on the distribution of Marketing Performance mediated by Digital Business Innovation (DBI), Digital Operational Excellence (DOE), and Digital Value Co-Creation (DVC) in Indonesia Information & Technology (IT) industry. Research design, data, and methodology: This research was conducted in two stages, namely exploratory and explanatory on IT companies in Indonesia. The authors took 132 samples using proportionate random sampling method in three groups of companies. Results: The results showed that CEM had no significant positive effect on the distribution of Marketing Performance. CEM has no direct effect on the distribution of Marketing Performance through the mediation of DBI. CEM has direct effect on the distribution of Marketing Performance through the mediation of DOE and DVC. DBI has no significant effect in increasing the distribution of Marketing Performance. However, DOE and DVC have a significant effect in increasing the distribution of Marketing Performance. Conclusion: The distribution of Marketing Performance can be indicated better through CEM through mediation.

• Journal of Sport and Applied Science
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• v.7 no.2
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• pp.29-38
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• 2023

Purpose: The purpose of this study is to examine the structural relationship among relationship marketing, relationship quality, and behavioral intention toward children sports centers. Research design, data, and methodology: To achieve this purpose, this study employed a convenience sampling method via a questionnaire dissemination. A total of 427 responses were collected from the parents of six children sports centers. Among those, 21 responses were excluded as they were not completed, leaving 406 valid data. For hypotheses test, the collected data was computed in SPSS 27.0 and AMOS 27.0, and analyzed with frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling analysis. Results: First, relationship marketing had a positive influence on relationship quality. Second, relationship marketing had a positive influence on behavioral intention. Third, relationship quality had a positive influence on behavioral intention. Conclusions: Results showed that relationship marketing had a positive influence on relationship quality and behavioral intention. Moreover, relationship quality had a positive influence on behavioral intention. These findings indicate a positive function of relationship marketing in building psychological and behavioral outcomes in the context of children sport industry. Given this, implications of relationships among research variables were discussed.

• Knowledge Management Research
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• v.16 no.2
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• pp.91-111
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• 2015

Social media marketing has gained attention from marketers due to the growing number of social media users. Marketers around the globe have a serious concern over how to utilize social media as a successful marketing tool. Many of them show a lack of understanding of the essential feature of social media and effective social media marketing strategies, which brings about a higher chance of social media marketing failures. Analyzing the failure cases of social media marketing is vital because it provides rich insights for marketing experts who have difficulty in developing effective social media marketing strategies. Therefore, this study conducted multiple case studies by selecting five failure cases of social media marketing which we defined as paradigmatic social media marketing failures which happened in the last five years in South Korea. From the case studies, we derived five successful social media marketing strategies. This study has a theoretical implication because it is the first to suggest effective social media marketing strategies based on the analysis on social media marketing failure cases. It also has a practical implication since it proposes specific social media marketing strategies which can help facilitate successful social media marketing.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.406-414
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• 2010

This research the impacts of the experiential marketing elements to the festival brand loyalty and the results are as follow. First, the research showed 2 difference parts as the age and income in the experience and cognitive items. Second, it showed all items of sensory experiences of experiential marketing, emotional experience, cognitive experiences positively affect to the festival brand loyalty. Through these results, first, we could suggest a new data for the development of the festival experience marketing for the enhancement of the festival brands in the future. Second, as the new research applying the festival and experiential marketing, we could found the experiential marketing through the intangible goods as like the festival could affect to the reinforcing of the brand loyalty.

• Journal of Fisheries and Marine Sciences Education
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• v.13 no.1
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• pp.1-18
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• 2001

The purpose of this research was to develop curricula for the department of marine products marketing in fisheries high schools. The specific objectives were as follows; 1) To investigate the demand of students, teachers in fisheries high schools, and workers in marine products marketing for the educational program. 2) To analyze the jobs of the marine products marketing fields. 3) To develop curricula for the department of marine products marketing on the basis of the theoretical background and the result of the objective 1) and 2). In order to achieve these objectives, domestic and foreign literatures, research reports, and theses were referred to in order to know the academic classification of fisheries economics and curricula of junior colleges and universities were collected and analyzed. To achieve the first objective, the degree of the students' knowledge of marine products marketing through fisheries management textbook was investigated. And the questionnaire survey of the demand was conducted on the subject of professors at the departments of fisheries management, teachers in the charge of the related courses and those who work for marine products marketing-related firms. The questionnaire was composed of 22 items about the knowledge of marine products marketing and 27 items about the job capacity. To achieve the second objective, the occupations were surveyed on the subjects of the works who work for marine products marketing. They were sampled randomly among the marine products buyers, wholesalers, auctioneers and salespersons. The results of this research were as follows; Taking grades and credits at each subject were made out on the consultation of the experts in marine products marketing. The curriculum of the professional subjects related to marine products marketing in fisheries high schools is suggested as follows; General Fisheries(10th grade, 6 credits, curricular discretionary class), General Oceanography(10th grade, 4 credits, curricular discretionary class), Fisheries Marine Transportation Information(11th grade, 8-12 credits), Marine Products Marketing(11th grade, 8-12 credits), Fishery Sale and Management(11th grade, 8-12 credits), General Fisheries Management(11th grade, 6-8 credits), Accounting Principle(11th grade, 4-6 credits), Marine Products Processing(12th grade, 4-8 credits), Commercial Law(12th grade, 4-6 credits), Management Practice(12th grade, 4-6 credits), Computer Practical Business(12th grade, 4-6 credits), Marketing(12th grade, 4-8 credits), General Marketing Management(12th grade, 6-8 credits), Marketing Information Practical Business(12th grade, 4-6 credits) Marketing Management I(12th grade, 4-6 credits), Marketing Management II(12th grade, 4-6 credits). If this curriculum is adopted, it will meet the demands of the educational aims and the industrial society.

• Asia pacific journal of information systems
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• v.8 no.2
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• pp.161-172
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• 1998

Marketing information systems become a competitive weapon that supports firms in making decisions on the operation of marketing-related activities. However, little research regarding the operating strategy of marketing information systems has been conducted in Korea. Considering that this issue has been studied in the United States, this paper conducted a global benchmarking on the operating strategy of marketing information systems between Korean and the United States firms. The result of this global benchmarking suggests recommendations on supports from three management levels, the mix of 4P, the management of marketing, data from environment, and information sources.

• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.19-32
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• 2019

Purpose - Since the opening of Korea's distribution market, the domestic network marketing market has been continuing to grow. In this context, research on network marketing independent operators, which plays the most important role in the network marketing industry, is insufficient. This study was to identify the effects of Independent Operator's Company Selection Attributions on the Economic and Non-Economic Satisfaction, Trust, and Recommendation. The results will provide strategic direction, theoretical and practical implications for companies and operators in the network marketing industry. Research design, data, and methodology - In order to verify the research hypotheses, the data were collected from Independent Operators of Network marketing industry using questionnaires. The pretest was conducted from January 8 to 19, 2018, and the main survey was conducted from February 1 to 28. A total of 210 questionnaires, of which 193 copies were collected. The data were analyzed with SPSS 21.0. and AMOS 21.0. Results - The results are as follows; product competitiveness and system competitiveness have significant effects on economic satisfaction and non-economic satisfaction. Economic and non-economic satisfaction have significant effects on business trust. Economic and non-economic satisfaction did not influence recommendation intention directly, but influence it indirectly. Business trust has a significant effect on business recommendation intention. Conclusions - After starting network marketing business as an independent operator, the competitiveness of the company is meaningless, and product competitiveness and system competitiveness are important factors for economic and non-economic satisfaction. Therefore, network marketing companies and independent operators should prioritize product competitiveness and system competitiveness between business development. The findings show that trust in the business is very important for active business Recommendation to others. Therefore, network marketing firms and independent operators need to make efforts to meet economic and non-economic satisfaction, which have a significant impact on business trust.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.917-928
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• 2021

This study is an empirical investigation of the effectiveness of guerrilla-marketing techniques in creating a positive brand image among generation Y (millennial) consumers. Five guerrilla techniques practiced by companies-such as viral marketing (EWOM), stealth marketing, ambush, graffiti, and clickbait ads-were studied, and hypotheses were proposed. This study adopted a quantitative approach and a questionnaire using the non-probability sampling technique was developed to collect data and self-administered to 248 millennial respondents on various university campuses. The data collected were analyzed through structured modeling on AMOS. The findings of this research revealed that guerrilla marketing affects symbolic and experiential brand image. Further, the results revealed that stealth marketing, graffiti, and click bait advertising were found to be influential on both symbolic and experiential brand images. As an exception, the hypotheses for ambush marketing were found to have no significant influence on the brand image (symbolic and experiential). Moreover, ambush technique in campaigns may have a negative impact on the brand image. Conversely, the study found that clickbait ads had a significantly negative influence on experiential brand image. Consequently, the results of this study strengthen past findings and concluded that guerrilla marketing techniques are beneficial communication tools in the limited marketing budgets.

• The Journal of Industrial Distribution & Business
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• v.13 no.9
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• pp.37-50
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• 2022

Purpose: The purpose of this study is to explore and compare research trends in Korea and overseas academic papers on social media marketing, and to present new academic perspectives for the future direction in Korea. Research design, data and methodology: We used English abstract of research paper (Korea's: 1,349, overseas': 5,036) for word frequency analysis, topic modeling, and trend analysis for each topic. Results: The results of word frequency and co-occurrence frequency analysis showed that Korea researches focused on the experiential values of users, and overseas researches focused on platforms and content. Next, 13 topics and 12 topics for Korea and overseas researches were derived from topic modeling. And, trend analysis showed that Korean studies were different from overseas in applying marketing methods to specific industries and they were interested in the short-term performance of social media marketing. Conclusions: We found that the long-term strategies of social media marketing and academic interest in the overall industry will necessary in the future researches. Also, data mining techniques will necessary to generate more general results by quantifying various phenomena in reality. Finally, we expected that continuous and various academic approaches for volatile social media is effective to derive practical implications.

• 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.