• 디지털융복합연구
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• 제20권1호
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• pp.285-291
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• 2022

본 연구는 주얼리 브랜드를 중심으로 메타버스를 활용한 마케팅에 관한 사례를 분석하고, 메타버스 마케팅의 새로운 방향성을 모색함에 목적이 있다. 메타버스 로드맵 2.0에 대한 IT 기술적 유형과 변화를 조명하고 이를 마케팅 전략에 융합하여 분석하였다. 이러한 마케팅 전략을 바탕으로 주얼리 브랜드의 메타버스 마케팅 사례를 비교 연구하여 시사점을 도출하였다. 그 결과 성공적인 메타버스 마케팅은 가상화 공간에서 개인화된 경험을 제공하고, 고객 여정에 대한 분석이 수반되어야 한다는 점을 글로벌 브랜드의 사례에서 확인할 수 있었다. 향후 연구 방향으로, 마케팅의 투자자본수익률(ROI)에 대한 심도 있는 보완 연구를 통해 궁극적으로 주얼리 브랜드의 경쟁력을 높이는 데 기여하고자 한다.

• 산업융합연구
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• 제20권11호
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• pp.185-190
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• 2022

COVID-19 이후 산업 전반에 디지털 전환이 이루어지고 언택트 서비스로 메타버스가 주목받는 상황에서 본 연구는 국내·외 뷰티 브랜드를 대상으로 메타버스를 이용한 브랜드 경험 마케팅 사례에 대해 알아보고, 그 필요성에 대해 제시하고자 한다. 본 연구는 메타버스 마케팅, 뷰티 브랜드 마케팅 관련 선행 연구 고찰을 진행하였으며 연구결과, SK-II와 크리스찬 디올은 VR기술을 이용하여 이용자들에게 브랜드 제품과 관련된 콘텐츠와 경험을 제공하고, 로레알, 세포라, 라네즈는 AR기술을 사용하여 가상 메이크업 어플리케이션을 제공하는 등 오감을 자극할 수 있는 체험 마케팅을 전개하였다. 이러한 체험마케팅은 고객의 구매의도에 긍정적인 영향을 끼치고 소비트렌드에서 중요한 Z세대를 겨냥하기 위해 그 중요성이 더욱 커질 것이라 사료된다. 본 연구가 뷰티 브랜드의 메타버스 및 체험 마케팅에 있어 관련 자료로 사용될 수 있기를 기대하며, 뷰티 분야에서도 메타버스 마케팅에 대한 연구가 지속적으로 이루어져야 할 것이다.

• 한국인공지능학회지
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• 제11권2호
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• pp.29-38
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• 2023

The purpose of this study is to explore how citizens perceive application of the metaverse platforms for city marketing and investigate factors that affect overall attitude for citizen relationship management in the public sector. In particular, this study investigates the following: i) how factors including perceived city brand value, public service, emotional value, experience, personalization, economic value, social value, and cultural value on overall attitude and ii) how overall attitude affects intention to use of metaverse for the public sector and citizen satisfaction. This study conducted an online survey with the assistance of a well-known research firm. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results found that effects of perceived city brand value, emotional value, information, economic value, social value, and cultural value on overall attitude toward metaverse application for the public sector showed significance. The results provide managerial and policy implications for the public sector on how to apply metaverse to provide public services and enhance engagement with citizens. The results also provide implications which aspects should be considered to enhance citizen relationship management and to build the better city brand value by applying metaverse.

• 복식문화연구
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• 제32권2호
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• pp.125-147
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• 2024

This study aims to analyze consumer perceptions of the metaverse platform and luxury fashion brands in relation to consumer lifestyles, thereby providing foundational data for future marketing strategies of fashion brands using the metaverse. A survey on the lifestyle and perceptions of the metaverse, as well as on luxury fashion brands, was conducted among 300 men and women between their 20s and 40s. Statistical analyses included frequency analysis, cross-tabulation, chi-square (χ²) analysis, factor analysis, cluster analysis, one-way ANOVA, and Duncan's post-hoc test. Factor analysis of the participants' lifestyles revealed five distinct types: "Indifferent," "Social, individual, and leisure-oriented," "Trend-leading and brand-oriented," "Appearance and fashion-oriented," and "Self-improvement-focused and individualistic" types. The analysis of luxury fashion brand perceptions based on lifestyle types showed that the "Trend-leading and brand-oriented" type had higher awareness and preference for brands such as Gucci, Burberry, and Balenciaga, while the "Indifferent" type showed lower levels of awareness and preference. Regarding brand perception related to luxury fashion brand content experiences within the metaverse, Gucci, Burberry, and Balenciaga showed consistent results across all types. Specifically individuals classified under the "Trend-leading and brand-oriented" category exhibited higher awareness and preference for these brands within metaverse experiences, while those categorized as "Indifferent" displayed comparatively lower levels. Therefore, digital marketing strategies targeting consumers under the "Trend-leading and brand-oriented" category are expected to be highly effective for luxury fashion brands. This study is poised to contribute to the expansion of the marketing landscape within the metaverse virtual world for fashion.

• 문화기술의 융합
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• 제9권4호
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• pp.229-238
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• 2023

본 연구는 새로운 비즈니스 모델과 산업 생태계가 형성되고 있는 메타버스 플랫폼에서 기존과는 다른 방식으로 이루어지는 마케팅 방식을 파악해 보는 것이다. 본 연구의 목적은 메타버스의 유형과 메타버스를 이용하는 주 이용자들의 특성에 따라 브랜드의 마케팅 방식이 어떻게 차별화되고 있는지를 파악하는 것이다. 연구 방법은 사례분석 방법으로 하였으며, 현재 가장 많은 활성 이용자 수를 가진 로블록스를 선정하였다. 나이키와 구찌 브랜드가 로블록스의 주 이용자층인 알파세대와 Z세대의 특성과 소비패턴을 어떻게 반영하여 마케팅하고 있는지 그 방식을 면밀히 분석하였다. 분석의 결과 첫째, 직접적인 마케팅이 아닌 게임을 비롯한 즐거운 콘텐츠로 접근하고 있었다. 둘째, 제공하는 콘텐츠에 브랜드의 스토리와 철학을 담아 전달하고 있었다. 셋째 가상과 현실을 연계시키는 방식을 취하고 있었다. 마지막으로, 메타버스를 통해 미래 잠재 고객들의 취향을 파악하고 데이터 수집하여 맞춤형 서비스에 활용하고 있었다.

• 한국의류학회지
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• 제48권1호
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• pp.82-93
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• 2024

This study confirms how brand experiences perceived by consumers in the metaverse affect their pleasure and behavioral intentions (intention to use the platform, and purchase the virtual product). The results of this study are as follows. First, consumers have sensory, affective, behavioral, and intellectual experiences while interacting with fashion brands in the virtual space of the metaverse. Second, in the metaverse, consumers experience pleasure when they have various brand experiences including those mentioned above. Third, the pleasure gained through consumers' brand experiences has a positive effect on their behavioral intentions, including their intentions to use the platform and purchase the virtual product in the metaverse. This study is academically meaningful in strengthening brand experience-related research and expanding into the metaverse context through empirically verifying the influence of consumers' brand experiences on pleasure in the metaverse. Also, related fashion companies will be able to use the results of this study to strategically create consumers' sensory, affective, behavioral, and intellectual experiences to elicit pleasant emotions from consumers in the virtual space of the metaverse.

• 유통과학연구
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• 제19권11호
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• pp.81-90
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• 2021

Purpose: The purpose of this research is that Metaverse platforms' UXBDI can be distinguished among Metaverse platform channel types. Metaverse platform represents a collective term signifying services that include augmented reality, lifelogging, mirror worlds, and virtual worlds. User Experience-Based Design Innovativeness (UXBDI) is characterized by novelty in product design and services that satisfy user experience. This study examined the effect of Metaverse platforms' UXBDI on user-Metaverse platform relationships. Research design, data and methodology: Metaverse platform users were selected as samples, and a marketing research institution known as a panel company conducted the survey. It used multiple regression to test the impact on platform identification and commitment based on a survey of 442 South Korean respondents. Results: The research confirmed that UXBDI sub-dimensional scales of attractiveness and interaction increased user-Metaverse platform identification and commitment. Also, a Metaverse platform identity increased user-Metaverse platform identification in virtual and mirror worlds. Conclusion: This study contributes to multiple academic fields. First, the UXBDI of Metaverse platforms appears to be a key component of ongoing user-Metaverse relationships. Second, UXBDI affects relationships differently based on the Metaverse platform type.

• 한국의류산업학회지
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• 제25권5호
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• pp.578-592
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• 2023

This study identified and evaluated by deriving and categorizing concepts related to the user experience of metaverse fashion shows using grounded theory, which is a qualitative research method. Based on experiential marketing theory, in-depth interviews were conducted for 14 days with 14 males and females in their 20s and 30s. The research results and contents are as follows: The causal condition was the purpose of using metaverse fashion shows, and the action/interaction strategy caused by such a case was found to be establishing a system for metaverse fashion shows and promoting a positive brand image. The results included content evaluation of satisfaction, normal, or dissatisfaction. The contextual condition was a change in the form of consumption that emphasized experience, while the interventional condition was psychological distance. Based on this, the core category was defined as "consumption patterns that emphasized the purpose of use and experience affects the metaverse fashion shows and psychological distance appeared as a user experience evaluation through the establishment of a system of metaverse fashion shows and the promotion of a positive brand image". User types were classified as active or passive. Active users have the autonomy to select content according to their individual preferences, and accordingly, their experience preference tends to change. In contrast, passive users' preference for the technical quality of content is relatively low, but they have a high concentration of content diversity and audio-visual interest elements.

• 문화기술의 융합
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• 제9권6호
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• pp.217-227
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• 2023

메타버스 시대가 도래하면서 메타버스를 이용하는 개인을 이해하는 것은 기업 및 마케팅 실무자에게 중요한 과제가 되었다. 이 연구는 메타버스 비이용자와 이용자의 인구사회학적 속성과 성격을 비교하고, 이러한 개인 특성이 메타버스 이용에 미치는 영향을 규명하고자 했다. 연구문제 검증을 위해 2022년 한국미디어패널조사에서 추출한 만13세 이상의 응답자 9,686명의 단면 응답 자료를 분석했다. 연구 결과, 메타버스 비이용자와 이용자는 성별, 연령, 교육 수준, 소득 수준, 배우자 유무, 직업 유무, 개방성, 외향성, 성실성에 차이가 있었다. 성별, 연령, 개방성, 신경성은 메타버스 이용 가능성에 영향을 미쳤다. 메타버스 이용 정도에는 연령, 교육 수준, 개방성이 영향을 미치는 것으로 나타났다. 이 결과는 메타버스를 활용하고자 하는 기업 및 마케팅 실무자가 전략 수립 시 참고할 수 있는 기초 자료가 될 것으로 기대한다.

• 전자통신동향분석
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• 제36권4호
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• pp.81-91
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• 2021

Recently, discussions on Metaverse, which represents the transcendent world, have been dominant for some time. Cases related to the Metaverse are introduced through various media and are continuously attracting attention as the next generation of the Internet. This study reviews the business model and the ecosystem overview, focusing on service cases related to the Metaverse. The widely used business models include content production and sales, media brokerage fee, and marketing fee. The Metaverse ecosystem is formed around games, with major players in game production, authoring tool & support SW, intelligent cloud service, and game platform expected to lead the market. Results show that a strategy to secure the leadership of the Metaverse, such as the business model expansion conditions, a strategy to foster a game-oriented Metaverse ecosystem, and technology development for the realization of the ultra-realistic Metaverse, is necessary.