• Journal of the Korean BIBLIA Society for library and Information Science
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• v.24 no.3
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• pp.157-180
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• 2013

With increasing interest in content marketing, SNS (social networking services) has become more popular as a method of library marketing, both at home and abroad. Accordingly, this study analyzed the operational status and problems of library SNS marketing, in an attempt to find ways to optimize its use. Results show that librarians' opinions of library marketing and library SNS marketing were very high, but the problems they faced included a lack of human resources dedicated to marketing, lack of marketing education, a lack of content to upload each week, and low numbers of contacts on social networking sites. To further develop and optimize library SNS marketing, five solutions were suggested based on the survey results: first, composing an intensive managing team for effective SNS operation; second, providing different levels of marketing training to decrease the librarians' mistakes; third, updating data continuously; fourth, providing information and services users need; and lastly, clearly identifying each channel's active operation goals.

• Journal of Korean Library and Information Science Society
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• v.51 no.1
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• pp.21-41
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• 2020

This paper aims to propose ways to promote SNS marketing at school library sites with case study analyses in school libraries. To this end, in-depth interview was conducted with 10 Teacher Librarians who had used SNS in library operation and an in analysis was made of the operation status, motives and objectives, strategies and performances of the school library's SNS marketing. According to the study, most Teacher Librarians were found to be using SNS such as Facebook, Instagram, Kakao Plus Friends and so on in an attempt to improve accessibility and utilization of the library resources first. Not only that, they used SNS for the purpose of communicating with users while increasing the number of visitors and identifying the needs of users. The messages provided through SNS are information on school libraries and their reading programs, and the target market mainly involved their students. Based on the above research results, measures to promote SNS in school libraries were discussed, including the need for marketing consultative bodies, expansion of SNS targets, and enhancement of expertise in SNS.

• International Commerce and Information Review
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• v.15 no.3
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• pp.111-133
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• 2013

The purpose of this study is to evaluate the effect that the utilization motivation of SNS (Social Network Service) marketing affects on the export performance of medium small sized exporting enterprises (MSEE) directly and indirectly. This study is to investigate the effects of the export marketing environment of MSEE onto the motivation of SNS application and then it proposes a model which evaluates the performance of SNS marketing. In this study, for data collection and analysis questionnaire, survey was conducted for MSEE participated in trade exhibitions sponsored by COEX and used TradeSOS consulting services of Korea International Trade Association. The results showed that MSEE utilized SNS for cost reduction.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.405-415
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• 2020

The number of users of SNS has been steadily increased along with the popularity of smart phones, since marketing using SNS is easy to communicate and fast to spread, many companies are actively utilizing SNS marketing. In this study, we established a hypothesis by selecting SNS marketing attributes based on prior research as informational, interactive, entertainment and reliability. In this study, we are going to examine the impact on SNS marketing on purchase behavior at the convenient store to provide basic data for sale promotional strategy. Analysis of differences in SNS marketing attributes according to the characteristics of the survey participants showed that differences in information were significant in age and monthly income, and interaction was significantly different from gender. Among SNS marketing attributes, information, entertainment and reliability showed significant positive effects on satisfaction, and the interactivity was rejected because it did not have a significant impact. While interactivity, entertainment, and reliability of SNS marketing attributes significantly affected satisfaction, it was found that information has not significantly affected them. Satisfaction also had a significant impact on purchase intentions.

• International Commerce and Information Review
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• v.14 no.1
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• pp.391-418
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• 2012

The use of SNS (Social Network Service) has been increasing in world society and the SNS has been used to satisfy different purposes of social groups over the years. In the beginning, the SNS were formed using e-mail, listserve, newsgroup, etc., where information was shared among relatively homogeneous groups of people. Now different groups including corporations have been using SNS such as personal web pages, blogs, Facebook and Twitter for their social media marketing. This study intends to verify the relationship between SNS use and export marketing performance. To achieve this, different types of SNS use were analyzed in order to verify their relationship with export marketing performance. The conceptual model is suggested in this paper and several research constructs are identified. The constructs used in this paper include export marketing performance, SNS use, degree of innovation, product online fitness, marketing competence, and internationalization competence. According to the results, the SNS use directly influences the export marketing performance. In addition, the factors which determine the level of SNS use are product's online fitness and organizational willingness to undertake innovation. Therefore, it is suggested to increase SNS use in different marketing purposes for future research.

• Journal of Digital Policy
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• v.3 no.2
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• pp.1-14
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• 2024

The purpose of this study was to analyze the effect of SNS marketing characteristics on hair shop image formation and visit intention in the hair beauty industry. SNS marketing is a strategy to carry out marketing activities through interaction with customers, information provision, information trust, and playfulness using modern social media platforms. It was intended to analyze how these characteristics of SNS marketing affect the formation of hair shop images and visit intention to customers in the hair beauty industry. For the study, a total of 307 customers with experience using hair-related SNS were surveyed. The questionnaire included items related to SNS marketing characteristics, hair shop images, and visit intention, and the collected data was statistically analyzed using SPSS 26.0. The results of the research problem were derived by applying analysis methods such as frequency analysis, factor analysis, reliability analysis, correlation analysis, simple regression analysis, multiple regression analysis, and mediated regression analysis. As a result of the study, it was found that information provision, information reliability, playfulness, and interaction, which are characteristics of SNS marketing, have a positive effect on the formation of hair shop images. In addition, it was confirmed that the hair shop image had a positive effect on the intention to visit. In addition, it was found that the hair shop image plays a mediating role between the SNS marketing characteristics and the intention to visit. This provides important insights that can improve image formation and customer visit intention in the hair beauty industry through SNS marketing.

• Proceedings of the KAIS Fall Conference
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• 2012.05a
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• pp.169-172
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• 2012

본 연구는 지식경제부 지역연고육성산업인 보령머드는 2011년에 참여기업인 전문마케팅사인 인포마스터(주)의 주도로 SNS마케팅을 시도하였다. 국내외 SNS마케팅 업체 중에서 국내 토종 브랜드인 위메프를 선택하였고, 연말 크리스마스 특별전의 형태로 새로운 시대에 부합하는 신매체 마케팅을 단행하였다. 홍보적 측면과 광고적 측면에서 새로운 매체를 통한 공격적 마케팅을 통하여 12,741,540건의 노출, 3,691건의 클릭, 노출대비 구매 전환율은 0.62%의 성과를 획득하였다. 이것을 기반으로 향후 보령머드의 마케팅에 있어서 중요한 진단도구로 활용될 것이다.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.103-107
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• 2018

최근 SNS사용범위 및 활용 목적이 다양해지고 있으며 급격하게 발전하는 환경에서 마케팅은 개인 또는 소상공인, 기업에서 중요한 경영전략이 되고 있다. 그중 모바일 온리시대에 들어와 소상공인의 홍보 및 마케팅에서 온라인마케팅의 모바일이 차지하는 비중은 계속 증가하고 있다. 정부에서는 소상공인의 마케팅을 돕기 위한 방안으로 다양한 방법으로 마케팅교육을 준비하고 교육을 진행하고 있다. 하지만 소상공인을 대상으로 모바일에 집중된 다양한 SNS온라인 마케팅 교육이 계속적으로 진행되고 있음에도, 실제 SNS온라인마케팅을 교육을 통해 모두가 성공적인 경영성과를 올리고 있지는 않다. 이에 소상공인의 경영성과에 미치는 다양한 요인이 있지만, 본 연구는 SNS를 활용하고 있는 소상공인들을 대상으로, 소상공인의 긍정심리자본이 SNS활용에 유의한 영향을 미치는지와 이러한 SNS활용이 경영성과인 재무적 성과와 비재무적성과에 유의한 영향을 미치는지에 대해 알아보고 그에 따라 시사점을 도출하고자 한다.

• Proceedings of the Korea Information Processing Society Conference
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• 2013.05a
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• pp.1120-1123
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• 2013

최근 데이터의 범람과 더불어 빅데이터 시대가 도래 하면서 SNS 라는 새로운 플랫폼을 마케팅에 활용하고자 하는 기업들이 늘어나고 있다. 기업들은 이러한 SNS 상의 데이터를 분석하고 이를 공개 API 를 통해 마케팅에서 활용할 수 있다. 하지만 SNS 업체들은 과도한 트래픽 유발 및 보안상의 이유로 공개 API 의 사용을 제한하고 있다. 따라서 제한된 사용 횟수 안에서 효과적으로 공개 API 를 사용할 수 있는 고객맞춤 최적화가 필요하다. 기존의 멀티캐스팅을 이용하면 이러한 고객맞춤 최적화가 가능하지만 SNS 의 특성을 반영한 것이 아니기 때문에 SNS 마케팅에서 활용하는데에는 한계가 있을 수 밖에 없다. 본 논문에서는 이러한 멀티캐스팅을 이용한 고객맞춤 최적화의 한계를 보완하고 SNS 의 특성을 보다 잘 활용할 수 있는 새로운 SNS 마케팅을 위한 고객맞춤 최적화를 제시한다.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.105-115
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• 2019

This study was intended to analyze the effect of emotional marketing on brand awareness and purchase intention in the coffee shop and investigates how SNS usage play moderating effect roles between motional marketing and purchase intention. The results of analysis are summarized as follows. First, emotional marketing has a positive effect on purchase intention(especially, taste factor and visual facto). Second, in the analysis of the effect of emotional marketing on brand awareness, the significant influence factors were the taste factor, tactile factor, visual factor and auditory factor. Third, as a result of analyzing the effect of brand awareness on purchase intention, it was found that brand awareness had a significant positive(+) effect on purchase intention. Fourth, it was analyzed that the moderating effect of SNS usage between emotional marketing and purchasing intention is to be positive(+) influence in the all detail factors. Therefore, In the start-up stages, it may be helpful to actively use emotional marketing and SNS usage for business activation.