• Journal of the Korean Society for Library and Information Science
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• v.50 no.3
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• pp.383-402
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• 2016

The purpose of this study is to study library marketing research trends in Korea and other countries through the analysis of author keyword network of peer-reviewed journal articles. The author keyword was collected from four major LIS journals in Korea and Scopus academic database for other countries'. The data was analyzed using NetMiner4 software. The results of the study were as follows: 1) In Korea, lots of library marketing studies focused on public libraries. However, there was a range of library marketing researches focused on academic libraries in other countries, 2) In Korea, there was not a variety of subjects of library marketing studies and the studies were mainly led by a few scholars, 3) In other countries, many scholars paid attention to digital library marketing through social media and/or web, and 4) there little library marketing studies focused on school libraries both in Korea and other countries.

• The Journal of Industrial Distribution & Business
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• v.14 no.7
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• pp.9-18
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• 2023

Purpose: The ability of a firm to acquire resources through marketing networks is crucial for its competitiveness. Nonetheless, the influence of these networks on the performance of a firm's innovation is still uncertain, particularly in the face of environmental uncertainty. This research investigates the impact of marketing networks, specifically network embeddedness and structural holes, on the performance of innovation in situations characterized by environmental uncertainty. Research design, data and methodology: The empirical examination was carried out within the framework of internal network entities, specifically the manufacturer-supplier-sub supplier relationships, involving the primary suppliers of a Korean engineering firm. Construct measures utilized in this study were derived from existing measures and prior research. A questionnaire survey was conducted with a major first-tier supplier of a Korean engineering firm. Proposed hypotheses were tested using structural equation modeling. Results: The survey findings suggest that only network embeddedness has an impact on the perception of major first-tier suppliers regarding the buyer's innovation performance. Conclusions: To strengthen the empirical evidence regarding the effects of marketing networks on innovation performance, future research should take into account cultural factors such as collectivism, which is indicative of the distinctive business-to-business marketing relationships observed in the Korean context.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.40 no.1
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• pp.105-113
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• 2017

Network externality can be defined as the effect that one user of a good or service has on the value of that product to other people. When a network externality is present, the value of a product or service is dependent on the number of others using it. There exist asymmetries in network externalities between the online and traditional offline marketing channels. Technological capabilities such as interactivity and real-time communications enable the creation of virtual communities. These user communities generate significant direct as well as indirect network externalities by creating added value through user ratings, reviews and feedback, which contributes to eliminate consumers' concern for buying products without the experience of 'touch and feel'. The offline channel offers much less scope for such community building, and consequently, almost no possibility for the creation of network externality. In this study, we analyze the effect of network externality on the competition between online and conventional offline marketing channels using game theory. To do this, we first set up a two-period game model to represent the competition between online and offline marketing channels under network externalities. Numerical analysis of the Nash equilibrium solutions of the game showed that the pricing strategies of online and offline channels heavily depend not only on the strength of network externality but on the relative efficiency of online channel. When the relative efficiency of online channel is high, the online channel can greatly benefit by the network externality. On the other hand, if the relative efficiency of online channel is low, the online channel may not benefit at all by the network externality.

• International Journal of Computer Science & Network Security
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• v.21 no.12
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• pp.228-234
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• 2021

The article defines the problems of forming the models of government regulation of clustering, marketing management and labor market in the context of globalization, business bankruptcy risk and services market development. The clustering models based on the optimal partner network cooperation were proposed in order to ensure the strategic development of territories, to attract budget leading enterprises and to support small businesses. A descriptive model of government regulation of clustering, marketing management and labor market in the context of globalization, business bankruptcy risk and Covid-19 was determined.

• 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].

• Journal of East Asia Management
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• v.1 no.1
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• pp.65-87
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• 2020

In recent years, with the rapid development of network live streaming, with the popularization of mobile Internet and mobile terminal equipment, the live streaming industry has ushered in great development. A sudden outbreak of the COVID-19 makes the PC end live streaming which has been developed for many years enter a new era, giving birth to the rapid development of mobile end live streaming. Not only because of the expansion of the live streaming industry market, the rise of the trend of the national live streaming, but also because the mobile live streaming is more and more valued by the brand, becoming an important tool for brand communication and product promotion. It is because of its unique communication characteristics that some scholars believe that the era of precision marketing has been opened by live network. Mobile live from the initial fans to reward and promote the brand, to now in the form of live marketing, consumers can "buy while watching". The time period from the understanding of the goods to the final completion of the purchase behavior has been greatly shortened. It is conducive to improving sales volume and brand awareness. Marketing communication through mobile live platform has become a popular way of brand marketing. This paper mainly studies the current situation, methods, problems and development strategies of brand marketing activities with the help of live streaming platform under the background of mobile internet. Taking Tmall live streaming platform as an example, this paper analyzes several ways of brand marketing with the help of live streaming and some universal characteristics of live streaming marketing by using the relevant theories of marketing. In view of the problems existing in live streaming brand marketing, it puts forward relevant Improvement measures. First of all, the paper puts forward the innovation in content and form. Second, the paper suggests that we should make full use of new technologies such as AR and VR to effectively combine with mobile live broadcasting. Third, the paper explores the integration of multiple channels to create intelligent marketing, and further optimize the live interface of mobile terminals. Finally, the paper emphasizes that the government departments and the platform itself should jointly supervise the mobile network live streaming platform and establish a good live broadcasting environment for mobile terminals. With the help of mobile live streaming, the marketing mode has an important impact on the promotion of brand marketing. How to make better use of this business mode and accurately use mobile live broadcast to promote brand marketing, so that enterprises can create greater profits, is also of profound research significance.

• Knowledge Management Research
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• v.16 no.3
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• pp.81-102
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• 2015

With the rapid development of digital media, there has been a huge change in a way of communication, a process of information diffusion and a role of traditional media. Not like mass media, social media enables users to generate and tap into the opinions of a larger world. From that reason, social media is impacting marketing strategies. However, still social media marketing researches just focus on case study, analysis of users motivation or analysis of power user's usage pattern. Word-of-mouth has always been important especially in marketing area. In social media, word-of-mouth depends on each user that's why this research focuses on individual user's activity in SNS. I defined 4 factors (produce, diffusion, network size, activity of network size enlarge) that are effect on activity and verified hypothesis by multiple regression analysis, hierarchical regression analysis and moderated multiple regression.

• Asia pacific journal of information systems
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• v.28 no.1
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• pp.36-60
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• 2018

As an increasing number of people gained access to social network services (SNS), organizations started to use SNS as a channel for marketing and promotional purposes. The online advertising market has significant growth potential. Brand engagement is a key motive for online advertising, but how SNS users engage with brands, particularly in terms of the promotion of organizations, is poorly understood. This study uses customer value theory to examine brand engagement of users in terms of promoting companies in the context of Korean SNS marketing. This study identifies the antecedents of brand engagement based on customer value theory. Our findings show the significance of three factors of SNS marketing, namely, price discount, relationship support, and convenience, on brand engagement. We further show the consequences of brand engagement, namely, purchase decisions and word-of-mouth activities. These findings help advance customer value theory and offer practical insights into the use of information systems and marketing in the context of SNS.

• Journal of Fashion Business
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• v.23 no.3
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• pp.51-66
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• 2019

The aim of this study is to identify research trends of "Journal of Fashion Business" by analyzing the keyword network of the paper published between 2006 and 2017. The papers selected for analysis in the study were 287 fashion design articles and 281 fashion marketing articles published between February 2006 and December 2017 and titles, volumes, publishing years, authors, keywords, and abstracts of each paper were collected for data analysis. The research was carried out through selection, collection of article data, keyword extraction and coding, keywords refinement, formation of network matrix, and analysis and visualization process. First, based on the title of the paper used in the analysis, the fashion design/aesthetics, marketing/social psychology, clothing materials, clothing composition, and other fields were classified. Research analysis used the Netminer 4 (Ver.4.3.2) program. Results indicated showed that the intellectual structure of the "Fashion Business" research paper showed key word changes over time, and the degree centrality and between centrality of the keywords.

• Asia pacific journal of information systems
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• v.30 no.2
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• pp.284-307
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• 2020

Customer engagement has been the main objective of brand companies in their marketing through social networking sites (SNS). Facebook is the most popular platform for SNS marketing, especially for companies that try to engage with their customers by providing various values through their brand pages (i.e., brand communities). The management of brand pages, therefore, becomes "the means" by which to achieve the result ("the end") of SNS marketing, and visitors to the brand pages (i.e., brand communities) then come to have a favorable attitude toward the brand. Based on a "means-ends" framework, this study examines the development of engagement between customers and brands in terms of brand page engagement as the means objective and brand attitude as the ends objective in the context of Facebook. This study further examines the antecedents and consequences of brand page engagement based on the customer value theory with two-stage data collection. This study contributes to the literature by explaining the roles and effects of brand page engagement in SNS marketing. This study further provides guidance to SNS providers and practitioners on SNS marketing strategies.