• 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.

• 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.

• Journal of Digital Convergence
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• v.14 no.12
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• pp.457-462
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• 2016

This study is to understand the needs of local character design for SNS marketing and find development plan. We analyzed successful cases in Korea and Japan to find out development plan of competitive local character for SNS marketing. Method of study was literature research, case study and in-depth interview, based on component of character. These are the results. First, development of local character has to consider the use in SNS marketing. Second, local character has to be more concerned with intimacy than Symbolic. Third, it should have attractive visual, reflecting the taste of people. Fourth, it should have creative design to arouse people's curiosity. Finally, name and design of the character should be intuitive. Therefore, we expect improvement of Korean local characters, which reflect SNS marketing and current trends.

• Journal of Information Technology Services
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• v.13 no.3
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• pp.257-274
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• 2014

Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

• 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 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.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.955-966
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• 2020

The purpose of this study is to find out how SNS marketing activities affect brand recognition, brand familiarity, and purchase intention for consumers who have purchased products from franchise chicken stores, including whether there is a moderating effect according to gender. SNS marketing activities were set up by configuring three attributes which are, SNS advertising, SNS information, and SNS events as sub-factors. For empirical analysis, a survey was conducted on SNS users, and SPSS/AMOS statistical programs were employed for the data analysis. First, the result of the empirical analysis showed that SNS advertising, SNS information, and SNS events have a significant positive effect on brand recognition. Second, it was found that the SNS events had a significant positive effect on brand familiarity. Third, it was found that SNS advertising has a significant positive effect on purchase intention. Fourth, it was observed that brand recognition has a significant positive effect on brand familiarity. Fifth, it was found that brand recognition and brand familiarity have a significant positive effect on purchase intention. Sixth, it was found that gender plays a significant role in the relationship between these constructs. Therefore, it can be assumed that the hypothesis presented in this study is sufficiently proven.

• Journal of Information Technology Applications and Management
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• v.24 no.2
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• pp.1-15
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• 2017

Social Network Service (SNS) emerged to become a major platform for consumers' social activities, affecting their choice behavior. With rapid increase in SNS adoption among consumers, firms actively apply SNS into their marketing activities and use it as an important communication medium with consumers. Particularly SNS marketing become increasingly prevalent in Chinese restaurant sector as they provide promotional information to consumers through SNS. It is urgent for firms to understand the extent of SNS impact on consumers' choice behavior, and to understand consumers' response toward SNS in order to develop more effective SNS marketing strategies. The purpose of this study is to assess the effects of four SNS characteristics on brand equity and purchase intention and to determine the relative importance among these four characteristics on brand equity and purchase intention. Results show that all of the characteristics have significant influence on consumers' brand equity, and also, brand equity affects consumers' purchase intention.

• Journal of Distribution Science
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• v.18 no.8
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• pp.5-14
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• 2020

This study aims to examine the impact of characteristics of SNS content provided by airlines on customer satisfaction and to explore the effect of the personal characteristics of the customers which have a modulating effect on the relationship between content characteristics of SNS and customer satisfaction. The data were collected over a period of April 21. 2019. to July 21. 2019. for three months from the people who have experience using SNS provided by airlines. 225 samples were selected and used as final samples from a collection rate of 93.4 percent. Findings suggest that the characteristics of airline's SNS content which include a promotion, information, and communication showed a positive impact on customer satisfaction. The analysis of a modulating effect of individual characteristics on the relationship between the airline's SNS content characteristics showed that diversity pursuit propensity, innovation propensity, and information-seeking propensity control the relationship between characteristics of airline's SNS content which are publicity, information and customer satisfaction. And it was found that all three personal characteristics do not control the relationship between communication and customer satisfaction. Thus, airlines should use SNS more effectively to generate customer satisfaction and present marketing measures to help generate profits through consumer purchasing behavior. It is expected that the findings of this study will help airlines to utilize marketing implications for effective and practical marketing methods.

• Smart Media Journal
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• v.12 no.11
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• pp.165-174
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• 2023

This study sought to identify the causal relationship between variables through empirical analysis between Chinese female consumers' beauty SNS marketing, brand image, and brand attitude. Through the results of this study, it was confirmed that a causal relationship exists between each variable. In particular, it was confirmed that interactivity, a sub-factor of beauty SNS marketing, is a key factor influencing the variables of brand image and brand attitude. In addition, accessibility, a sub-factor of beauty SNS marketing, is also an important factor affecting brand image and brand attitude. It was confirmed that vitality and informativeness are important factors influencing brand image and brand attitude in that order.