• 한국산학기술학회논문지
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• 제13권5호
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• pp.2305-2312
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• 2012

시대의 변화에 따른 IT 기술의 급속한 발전은 전반적인 산업영역에서 예전보다 쉽게 정보를 취득하고 가공할 수 있는 여건을 형성하고 있다. 최근 각광 받고 있는 SNS의 변화를 살펴보면 스마트폰 이용이 대중화되면서 마케팅 툴로서의 가치가 더욱 급부상하고 있다. 본 연구는 패션 마케팅 분야에서 새로운 시장으로 떠오르고 있는 Facebook 활용 사례를 연구하였다. 패션업체 10곳을 선정하여 활동지표의 기준이 되는 '게시글', 'like this', 'people talking about this' '이벤트'를 중심으로 페이스북 페이지를 연구하였고 spearman 순위 상관계수를 이용하여 위 지표들 간의 상관분석을 실시하였다. 연구 결과 '게시글'과 'like this'의 관계는 높은 상관관계를 보여 주었고 다른 요인들 사이에서는 상관관계를 확인할 수 없었다. 페이스북 페이지를 이용한 마케팅은 소비자와 업체와의 소통이 기존 매체에 비해 원활하였는데 이는 SNS의 마케팅의 이용이 기존의 마케팅의 한계였던 소통의 벽을 넘을 수 있음을 보여주는 결과였다.

• 산업경영시스템학회지
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• 제42권3호
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• pp.184-192
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• 2019

Focusing on the emerging influencer market of SNS (Social Network Service), This study attempts to clarify the priority of Influencer characteristics when the customer decided to purchase products through the promotion of influencers. Since the influencer marketing differs from the Online information source marketing, this study has an academic implication in that integrated the influence of the characteristics of the Online information sources and the characteristics of SNS contents. For this purpose, through the literature research on Information sources and Influencers, the characteristics of influencers were reconstructed and priorities were derived using the AHP (Analytic Hierarchy Process) technique. The upper layer of the AHP structure was set to expertise, trustworthiness, social attractiveness, and content attractiveness, and the lower layer structured the model with 13 subfactors. The results are summarized as follows. First, in the result of combining the importance of the $1^{st}$ and $2^{nd}$ classes, the detailed factors of expertise and trustworthiness, ranked from the top to six, are largely influenced in purchasing decisions in influencer marketing. Second, content attractiveness is the third rank in the $1^{st}$ layer. Influencer marketing shows that content is more important than social attractiveness. Besides, the $7^{th}$ to $9^{th}$ positions of the overall rankings accounted for visual information, storytelling, and external attractiveness, which are the details of content attractiveness, and it is confirmed that it is more effective for influencer marketing to emphasize content attractiveness than social attractiveness. Although the influencer marketing differs from the existing information marketing, this study has an academic implication in that integrated the influence of the characteristics of the source and the characteristics of the contents.

• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.43-52
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• 2019

Purpose - Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology - The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results - As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions - The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers' purchase intent by providing objective and realistic information. In order to increase the customers' repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.

• 한국조리학회지
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• 제23권8호
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• pp.173-183
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• 2017

The purpose of this study is to investigate the causal relationship between new brand awareness and new brand awareness according to type of restaurant menu purchase information. This study will provide basic research data on viral marketing strategy through online marketing of restaurant companies. The purpose of this study is to investigate the effect of information obtained through blog information and SNS advertisement on word effect (information acceptance and information transfer) and to investigate the effect of word of mouth effect on consumers' purchase intention. A total of 206 samples were used for this analysis and regression analysis was performed using SPSS 18.0. The results of the study are as follows. First, experience type, timely relevance and consensus among the characteristics of blog information affect information acceptance. Experience, and accuracy are affecting information delivery. Second, information discomfort among the characteristics of SNS advertising information influences the acceptance of information. Information, entertainment and trust are affecting information dissemination. Third, information acceptance and information diffusion affect purchase intention.

• 한국의류산업학회지
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• 제21권5호
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• pp.574-585
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• 2019

The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

• 벤처창업연구
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• 제11권4호
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• pp.167-178
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• 2016

본 연구는 매출액 대비 R&D 투자 지출이 5%이상인 R&D집중 중소 중견기업을 대상으로 기업역량과 수출성과간의 관계를 실증적으로 검증하였다. 더불어 기업의 성장이라는 관점에서 중소기업과 중견기업의 역량차이를 비교 분석하였다. 기업역량으로는 선행연구를 토대로 신제품 개발역량, 해외시장정보역량, SNS 및 커뮤니케이션 역량, 브랜드 역량, 마케팅 역량 등 5개 역량을 분석대상으로 하였다. 분석결과, 중소기업과 중견기업간에는 5개 역량 중 해외시장정보역량과 브랜드 역량에서 유의미한 차이가 있었다. 2개 역량 공히 중견기업이 중소기업보다 높았다. 또한 역량과 수출성과간의 관계에 있어서는 5개의 역량중 해외시장정보역량, SNS 및 커뮤니케이션 역량, 브랜드 역량이 수출성과에 유의한 정적인 영향을 미치는 변인으로 확인되었다. 즉, 이 세가지 역량이 클수록 수출성과가 증가하는 것으로 나타났다. 결론적으로 R&D집중 중소. 중견기업이 수출성과를 확대하기 위해선 해외시장정보역량, SNS 및 커뮤니케이션 역량, 브랜드 역량을 우선적 강화하여야 한다는 시사점을 얻었다. 특히, 일반적인 마케팅 역량은 수출성과에 유의한 영향이 확인되지 않은 반면 SNS 및 커뮤니케이션 역량은 정(+)의 영향이 미치는 것으로 검증되었다. 이는 R&D 집중기업이 수출성과를 늘리기 위해서는 기존의 마케팅 방법과 함께 혁신적인 마케팅 방법도 활용하여야 한다는 의미로 해석될 수 있다. 또한, 기업의 성장관점에서 R&D 집중 중소기업이 중견기업의 역량을 갖추기 위해서는 해외시장 정보역량과 자가 브랜드 역량을 보완하여야 하는 것으로 나타났다.

• 한국IT서비스학회지
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• 제11권3호
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• pp.227-240
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• 2012

Given the prevalence of internet and web 2.0, SNS(Social Network Service) market is growing rapidly. IT providers which focused marketing point on network hub have become to disseminate SNS mainly now. Many users are using the various functions of SNS to communicate each other or share the information. At this point, identifying the influencing factors to WOM(Word-Of-Mouth) of SNS is very important. In this paper, we aim to examine the effects of perceived variables on the WOM of SNS. In order to analyze the antecedents, we selected perceived factors such as perceived usefulness, perceived easiness, perceived enjoyment and perceived crowd. For statistical analysis, we surveyed real users of SNS. As a result, all antecedents of WOM showed significant influence and among the variables the perceived enjoyment has top standardized coefficient. In addition, perceived crowd has significant on perceived easiness, perceived enjoyment but not on perceived usefulness. The result of this research can be useful guidelines to increase SNS Market.

• 한국정보처리학회:학술대회논문집
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• 한국정보처리학회 2013년도 춘계학술발표대회
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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.

• 디지털산업정보학회논문지
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• 제11권1호
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• pp.157-169
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• 2015

In digital marketing, means of public relations and marketing of enterprises are changing into marketing techniques of predictive analytics. A significant study can be carried out by an analysis of 'the patterns of customers' uses' using big data on major portal sites and SNSs and their correlation with related keywords. This study analyzes the origins of mythological characters in major brands such as Nike, Hermes, Versace, Canon and Starbucks. Also, it extracts related keywords and relevance using big data on portal sites and SNS and their correlation. Nike marketing that reminds people of 'the goddess of victory, Nike' formed a good combination of the brand with relevance. Most of them are based on Greek mythology and have rich materials for storytelling and artistic values in common. Hopefully, this case analysis of foreign brands would become a starting point of discovering the materials of the domestic mythological characters.

• 한국융합학회논문지
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• 제9권7호
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• pp.17-24
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• 2018

빅데이터 처리 분야에서 중요한 이슈 중 하나는 인터넷의 주요 키워드를 추출하고 이것을 이용하여 필요한 정보를 가공하는 것이다. 현재까지 제안된 대부분의 키워드 추출 방법들은 대형 포털 사이트의 검색기능을 기반으로 이미 게시된 글이나 작성된 문서 또는 고정된 내용에 기반하고 있다. 본 논문에서는 SNS에 게시되는 다양한 이슈, 대화, 관심 분야, 의견 등 동적인 메시지를 기반으로 이슈 키워드 및 연관 키워드를 추출하여 잠재적 쇼핑 연관 키워드 광고 마케팅에 도움을 주는 시스템(KAES: Keyword Advertisement Extraction System based on SNS)을 개발한다. KAES 시스템은 특정 계정 리스트를 작성하여 SNS에서 빈도수가 가장 많은 핵심 키워드 및 연관 키워드를 추출한다.