• Journal of Korea Technology Innovation Society
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• v.6 no.1
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• pp.92-109
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• 2003

To launch effective mobile Internet marketing strategies, firms need to understand mobile Internet user behavior. Thus in this study we investigated factors that affect on the repurchase intention of mobile Internet users. A random sample of 501 users was surveyed. Overall satisfaction (mediating factor), flow and interactivity factors (initial factor) were found to have the most significant impact on the reuse intention and discrepancy factor is not significant to the reuse intention.

• Fashion & Textile Research Journal
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• v.14 no.5
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• pp.778-790
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• 2012

This research categorizes and analyzes different online fashion store studies conducted over the past 10 years based on study type. The results are as follows. First, it was found that 116 studies out of 118 studies on online fashion stores conducted from 2000 to 2012 were based on PC web. Second, the studies on PC web-based fashion stores were reclassified into 9 different categories based on their topics: purchase behavior, word-of-mouth behavior, website, and product information presentation as well as products for sale, return behavior, customer service, system, present condition, marketing strategy, and promotions. However, mobile web-based studies were categorized into 2 categories of introduction of the fashion stores and purchase behavior. Third, we reclassified the studies chronologically to observe studies conducted at different times. In the early phase (in addition to studies on purchase behavior) studies on present condition, marketing strategy, and website constituted the majority of studies conducted because the field research was just starting to grow; however, studies conducted in the latter phase showed new patterns of study, such as word-of-mouth effect, and return behavior. Future studies conducted on competitive PC web-based fashion stores require a more specific classification of studies (according to their purpose) to develop an effective marketing strategy.

• Asia Marketing Journal
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• v.16 no.1
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• pp.149-168
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• 2014

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.

• The Research Journal of the Costume Culture
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• v.22 no.5
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• pp.848-861
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• 2014

This research was designed to conduct research to apprehend fashion brand's mobile SNS characteristics in depth and the related consumer psychology and behaviors such as brand attachment and brand loyalty. The fashion brand's mobile SNS characteristics were differentiated from the web-based fashion brand's SNS. This study targeted women in their 20s using mobile Facebook and mobile Twitter, and residing in Seoul or Gyeonggi province. Total 412 observations were collected through online survey. The major findings of the study were as follows. First, as the characteristics of fashion brand's mobile SNS, ease of fashion data storage, fashion recentness, fashion usefulness, and fashion accessibility were extracted. As the factors of the flow, time distortion/focused attention and playfulness were extracted. Second, the fashion recentness and fashion usefulness showed positive influence to time distortion/focused attention factor in the flow. All four fashion brand's mobile SNS characteristics showed positive influence to playfulness factor in the flow. Third, time distortion/focused attention factor and playfulness factor both showed positive influence to brand attachment and brand loyalty from using fashion brand's mobile SNS. Fourth, brand attachment had positive influence to brand loyalty from using fashion brand's mobile SNS. Based on the above results, this study provided practical ways to develop effective mobile SNS marketing strategies in fashion brand. Also, this study demonstrated feasible future contents and necessary improvement for fashion brand's mobile SNS, which holds marketing implications.

• Asia pacific journal of information systems
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• v.25 no.2
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• pp.337-355
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• 2015

The Internet has become one of the most important channels for people to communicate and for companies to implement their sales promotion activities, such as advertising. Marketing and advertising attempt to influence customers' attitude to persuade them to choose to buy the advertisers' products instead of the competitors'. With the different forms of online marketing, such as search engine marketing, email marketing, and mobile marketing, advertisers can find more effective strategies to attract the attention of more targeted audiences. With the emergence of the social web (web 2.0), a new platform was introduced called social networks. This paper presents the current work in internet marketing activities until web 2.0, and conducts a social network analysis to aid in data extraction. Marketing and advertising companies have understood the power of information for a very long time. The more knowledge these companies have on the demographics, consumer habits, and preferences of particular customer types, the more they can tailor their product offerings, and the more sales they can make. This paper aims to understand the internet marketing concepts as well as present challenges and work directions in internet marketing.

• Asia Marketing Journal
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• v.14 no.3
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• pp.119-135
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• 2012

The purpose of this research is to investigate the effects of the product display type on the consumers' purchase intention, attitude toward store, and revisit intention in the various mobile shopping situations. To test the hypothesis, between-subjects experiment with 3 mobile shopping situations (outdoor place, public transportation, commercial facilities) by 3 product display types (search, category, product) was conducted, and analyzed with ANCOVA (analysis of covariance). The result of the experiment shows there are no main effects of the mobile shopping situations and the product display types, but the interaction effects of the product display type and the mobile shopping situation on the purchase intention and the revisit intention are statistically significant. However the attitude toward the store is not affected by the treatments. Experiment results suggest that the positive consumer responses in terms of the purchase and revisit intention can be achieved when the product display is matched with the situation in the mobile shopping setting. Controlling consumers' evaluation on the product information and their experience of online shopping, we can take these effect as the results of match-up between the product display type and the situational factors surrounding mobile shopping. The result provides strong support for the location-based service in mobile shopping. Most of the mobile device can utilize the consumers' location which can be easily interpreted as the situational factors. With regard of the level of the external stimulation, the shopping service providers can offer the main interface with the right match with the consumers' situations. When the external stimulation level is high, they should provide the category display or product display in the target promotion in their mobile shopping apps. However if the target is on the way with the low external stimulation level, they should provide the search format as the main interface in their apps. More interestingly, this kind of manipulation does not affect the consumers' attitude toward the store according to our research result. Future research direction is discussed.

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.36-48
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• 2020

App market has continuously been growth since its launch. The market revenues will reach about 1,000 billion US dollars in 2019. App is a core service for smartphone. Currently, there are more than 1.5 million mobile apps in App platform calling out for attention. So, if you are looking at developing a successful app, you need to have a solid marketing and distribution strategy. Online word of mouth(eWOM) is one of the most effective, powerful App marketing method. eWOM affect potential consumers' decision making, and this effect can spread rapidly through online social network. Despite the increasing research on word of mouth, only few studies have focused on content analysis. Most of studies focused on the causes and acceptance of eWOM and eWOM performance measurement. This study aims to content analysis of mobile apps review In 2013, Google researchers announced Word2Vec. This method has overcome the weakness of previous studies. This is faster and more accurate than traditional methods. This study found out the relationship between mobile app reviews and checked for reactions by Word2vec.

• Fashion & Textile Research Journal
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• v.14 no.6
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• pp.941-951
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• 2012

As smartphones permeate the consumer lifestyle, branded application and mobile shopping have also received increased attention as an important marketing channel. This study identifies the general information about the use of smartphones, attitudes toward fashion applications, and mobile shopping intentions for smartphone users. Focus group interviews were conducted and 22 interviewees participated. The age of the participants ranged from 21 to 45 years old (55% were females). When examining the motivation to adopt a smartphone, respondents presented the comparable characteristics of early adopters and late adopters according to the time of adoption. Most respondents over the age of 30 showed some troubles to use a smartphone; however, participants in their 20s tended to enjoy exploring the new technology. More than half of respondents were aware of fashion applications, but were dissatisfied with fashion apps and used them infrequently. Respondents pointed out that fashion related apps were not too practical because they were not updated regularly, provided only limited information, and focused on brand promotions. In order to increase the intention to adopt mobile shopping, the price and payment security system needs to be considered. This was an exploratory study to identify the possibility of fashion branded apps as a major distribution channel. The findings of this study provide fundamental information to formulate marketing strategies for fashion businesses that have developed fashion apps.

• International Journal of Computer Science & Network Security
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• v.22 no.1
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• pp.77-84
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• 2022

The study highlights the features and trends of digital marketing for international business. To achieve these goals, the authors used a systematic approach that allows a comprehensive approach to the object of study, as well as used general and specific methods of scientific knowledge on the application of digital marketing for international business. The dynamics of the number of users of social networks in the world is analyzed, which allowed us to conclude about the steady trend of increasing the number of users of the Internet and social networks, as well as the time spent by users on social networks. The study of the dynamics of the number of users of social networks provides increased efficiency in the use of digital marketing tools to enhance international business. The most effective digital marketing tools for international business, including artificial intelligence, conversational marketing, chatbots, personalization, video marketing, live shopping, social media stories, interactive content, omnic marketing, augmented reality and technology immersion, native advertising, green marketing and mobile commerce.

• Agribusiness and Information Management
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• v.1 no.2
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• pp.81-94
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• 2009

Recently, social network service is developing rapidly as technology changes with new mobile dimensions and features creating positive opportunities and benefits to all users and companies. Social network services are allowing companies to expand their businesses and brands by utilizing it as a marketing tool to reach customers. This research is intended to identify major online social network services and their trends while enhancing the understanding of food service business expansion through social networking.