• Journal of Korea Multimedia Society
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• v.21 no.2
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• pp.323-332
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• 2018

Today, the life cycle of mobile games is getting shorter. In order to overcome this problem, we tried to summarize the strategies and marketing types of game marketing. Recently, I considered the TV advertisement that used the star of the marketing form of mobile game. In this research, user survey was analyzed based on correlation between star marketing and mobile game TV advertisement. And, through an interview with Delphi experts, I summarized the important elements of TV advertisement for mobile games. In conclusion, this research presented a total of five elements on a successful mobile game marketing strategy.The direction of mobile game advertising can promote a successful game that needs to set effective advertising marketing strategy, based on the basic nature of the game and main target.

• Journal of Fashion Business
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• v.17 no.3
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• pp.109-121
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• 2013

The purpose of this study was set as clarifying the relative importance of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores while raising the competitiveness of beauty salon service by clarifying the causal relationship between these factors and revisit intention. The data was gathered using questionnaire targeting 350 adults living in Gwangju Metropolitan City and the analysis was performed using the SPSS 18.0 statistics package. The result of this study is summarized as follows. First, the factors forming up the experiential marketing of beauty salon franchise stores have been verified as a total of 5 dimensions to be shown as sense marketing, relation marketing, feel marketing, think marketing and action marketing. Second, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the revisit intention. Third, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the customer satisfaction. Fourth, while the indirect effect of each of experiential marketing and customer satisfaction of beauty salon franchise stores on the revisit intention was independently shown as significant, the indirect effect of experiential marketing by mediating customer satisfaction was not shown as significant.

• International Journal of Computer Science & Network Security
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• v.22 no.2
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• pp.311-317
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• 2022

The research is devoted to the substantiation of the system approach to the involvement of digital marketing tools as a guarantee of international business development. It is proved that digital marketing, as a type of marketing based on the use of digital technologies allows to make a profit, to promote the brand, as well as goods and services in the market. The digital marketing toolkit system is a set of elements with existing relationships that ensure the effectiveness of the entire digital marketing, which in total is greater than its individual components. The implementation of a systems approach involves the implementation of the philosophy of digital marketing in general, its functions in the form of systems analysis, formation of strategic development goals and entry and promotion in the international market, preparation and implementation of tactical and strategic development plans.The use of such digital marketing tools as: content marketing, social media marketing, Email-marketing, targeted advertising, contextual advertising, media advertising, Search Engine Optimization, affiliate programs and the company's website is analyzed in detail.

• Asia Marketing Journal
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• v.13 no.3
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• pp.79-102
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• 2011

Researchers in channel dyads have devoted much attention to relationship between interdependence (i.e. interdependence enymmetry and total interdependence) and conflict that promote channel performance. In social science, in spite of the inconsistent results in marketing practice, there are two contradictory theories explain the relationship between interdependence and conflict - bilateral deterrence theory and conflict spiral theory. The authors apply these theories to co-marketing alliance situation in terms that this relationship is also incorporated both company's dependence, either from one company's perspective or each partner about its respective dependence. Using survey data and archival data from 181 companies enlisted in a telecommunication membership program, the authors find out the relationship between interdependence and conflict as well as investigate the antecedents of interdependence - transaction age, transaction frequency, the numbers of alliance partner, and co-marketing alliance specific assets according to previous researches. Using PLS analysis, the authors demonstrate that, with increasing total interdependence in a telecommunication membership program, two co-marketing partners' conflict level is increased in accord with the author's conflict spiral theory predictions. As expected, higher interdependence asymmetry has negative value to level of conflict even though this result is not statistically significant. Other findings can be summarized as follows. In the perspective of telecommunication company, transaction age, transaction frequency, and co-marketing alliance specific assets have influence on its dependence on a partner as independent variables. To the contrary, in a partner's perspective, transaction frequency, co-marketing alliance specific assets and the numbers of alliance partner have significantly impact on its dependence on a telecommunication company. In direct effect analysis, it is shown that transaction age, frequency and co-marketing alliance specific assets have direct influence on conflict. This results suggest that it is more useful for a telecommunication company to select a co-marketing partner which is frequently used by customers and earned high rates of mileage. In addition, the results show that dependence of a telecommunication company on a co-marketing partner is more significantly effected to co-marketing alliance conflict than partner's one. It provide an effective conflict management strategy to a telecommunication company for controling customer's usage rate or having the co-marketing partner deposit high level of alliance specific investment (i.e. mileage). To a co-marketing partner of telecommunication company, it is required control the percentage of co-marketing sales in total sales revenue or seek various co-marketing partners in order for co-marketing conflict management. The research implications, limitation and future research of these results are discussed.

• Korean Institute of Interior Design Journal
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• v.21 no.4
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• pp.200-210
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• 2012

The objective of this study is to activate dining facilities by integrating the factors of space marketing. In this study, It extracts the factors of space marketing applied in the real space on the basis of precedent studies. The selection standard of precedent studies focused on the planning and strategy of space marketing conducted after 2000, and 28 factors in total 16 precedent studies were extracted. We extracted only the factors of space marketing which is applicable to dining facilities by merging and reestablishing them. The extracted 12 factors included. In this way, we conducted a survey on the factors of space marketing as well as utilization and satisfaction considered to be needed for the activation of dining facilities based on H university dining facility in Seoul. Accordingly, I collected a total of 215 copies and analyzed them by SPSS program. According to the result, it indicated that there were many students who primarily used the outside dining facilities rather than university dining facilities regarding the utilization of university dining facilities, and unsatisfactory factors included the design and size of the entrance, quality of the serving space, quality and noise of the dining space, other facilities, size and quality of the rest space and drinking fountain, snack bar, and cafe regarding the satisfaction of each space. It also indicated that the factors which influent the image of university dinning facilities the most included the marketing factors considered to activate university dining facilities such as spatial factors, sensuous factors, and environment friendly factors in order. Therefore, we can consider the interacting operation system that students primarily decorate, improve and use the spaces of the outside dining facilities and other university dining facilities. In conclusion, it's need to consider activating university dining facilities which have been responsible for only basic parts by integrating the marketing factors in common with the outside dining facilities.

• The Journal of Information Systems
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• v.29 no.2
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• pp.111-130
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• 2020

Purpose SNS (Social Network Service) is one of new promising marketing tools which allow marketer to do two-way communication and social interaction. Three characteristics of SNS marketing including informativeness, interactivity, and playfulness are distinguished from traditional marketing. The purpose of this study is to examine the relationships between three characteristics of SNS marketing, brand image, and purchase intention. Design/methodology/approach The present study proposed a research model integrating SNS marketing characteristics, brand image, and purchase intention represented by structural equation modelling and four hypotheses. A total of 20 questionnaire items for five variables were developed and measured by using five point Likert scale. 199 valid data were collected and used to test four hypotheses using SmartPLS. Findings Three hypotheses that the characteristics of SNS marketing such as informativeness, interactivity, and playfulness have a positive influence on brand image were supported at the significance level of 0.05 and 0.001 respectively. The hypothesis regarding the relationship between brand image and purchase intention was also supported at the significance level of 0.001. Brand image plays a significant mediating role in the relationship between SNS marketing and purchase intention. In particular, the result of research that playfulness of SNS marketing affects brand image significantly suggests a new future research theme regarding spiritual marketing. Implications for academics and practitioners were suggested.

• Korea Journal of Hospital Management
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• v.4 no.2
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• pp.106-130
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• 1999

The main objective of this paper is to perform an empirical analysis on the relationship between various marketing activities and financial performance of Korean hospitals. A survey was conducted through structured questionnaire for 495 hospitals, and data from 218 hospitals were utilized in the final anaylsis.(response rate: 44%) Survey items include general characteristics of the hospitals(size, type, location), degree of competition, financial performance. marketing organization! budget, and level of various marketing activities in service development, access improvement, promotion, and pricing. We examine descriptive statistics of the response scores on marketing activities to evaluate the current status of marketing management of Korean hospitals, compare the results across hospital size, type and location, and perform regression analysis to investigate the relaionship between marketing and financial performance. Major findings are as follows: 1) About 46% of the responding hospitals have marketing departments although they are named as 'planning' or 'PR' departments, and the marketing budget on average represents 1.74% of the total expenditures. 2) Average level of marketing activities is calculated to be about 3.32 on 5-point scale, meaning that Korean hospitals implement their marketing programs 'somewhat actively'; however, the scores on the areas of marketing plannning and strategy are relatively low. 3) Large hospitals tend to be more active in marketing than small hospitals, and public hospitals' activities in marketing are not lower compared to private hospitals. 4) Level of overall marketing activities is positively related with financial performance measured by various finacial indicators except for profitability, implying that marketing is successful in revenue generation but needs to be more cost-effective. Also, when the marketing variables are separately included in the regression, no significant relationship is found, which means that various marketing activities are more effective when they are collectively implemented.

• Journal of Distribution Science
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• v.12 no.5
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• pp.81-92
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• 2014

Purpose - This paper aims to investigate topics and trends in international marketing and cross-cultural management by conducting a content analysis of the Journal of International Marketing. Research Design, Data, and Methodology - In this study, one of the leading journals in the field of international marketing, the Journal of International Marketing, was chosen for research. A total of 199 articles were identified from a time span of ten years (2004-2013). SPSS software was used for codification and analysis of the data. Results - This study revealed some of the factors on which cross-cultural management had a strong correlation with international marketing. Of the 199 articles in the Journal of International Marketing, 64 articles related to cross-cultural management. Conclusions - A content analysis of the Journal of International Marketing comparing general articles with articles related to cross-cultural management is unprecedented. This study offers insight into the impact of cross culture on the discipline of international marketing. The findings of this research could be employed as a reference for gaining insight into the trends and influence of cross-cultural management in international marketing.

• Asia-Pacific Journal of Business
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• v.11 no.4
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• pp.103-119
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• 2020

Purpose - This study aimed to clarify the effects of CEO characteristics and marketing activities on management performance of fashion corporate by using financial statement. Design/methodology/approach - This study collected a sample of total 170 companies that can obtain the corresponding data among fashion manufacturing companies listed on KOSPI. The data of the financial statements reported from 2011 to 2018 were analyzed. Correlation analysis and multiple regression analysis were conducted. Findings - First, the more the number of CEO and the younger the CEO, the more employee welfare and training expenditures of internal marketing. The age of the CEO had a negative effect on all external marketing activities. The CEO number had a negative effect on sales promotion and advertising expenditures, but a positive effect on entertainment expenditure of external marketing. Second, as a effect of marketing activities on management performance, the welfare and training expenditures of internal marketing and entertainment expenditure of external marketing had a positive effect but sales promotion expenditure of external marketing had a negative effect on management performance. Research implications or Originality - Marketing activities that consider the differentiated factors of fashion corporate are necessary. Also, the objective accounting information can provide practical information for fashion industry.

• Journal of Korean Academy of Nursing Administration
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• v.11 no.1
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• pp.1-12
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• 2005

Purpose: The purpose was to analyze the effects of internal marketing activity factors on nurse's turnover intention, nursing task performance and nursing productivity. Methods: The subjects were 355 nurses who were working at the 3 universities hospital over 1 year. The instruments were used of internal marketing activity factors(Lee, 2001), turnover intension(Lee, 1995), nursing task performance(Park, 1988) and nursing productivity(McNeese-Smith, 1996). Results: The mean score of internal marketing activity factors was 2.79, education and training 2.97, individualization 2.93, communication 2.87, promotion 2.76, work environment 2.63, reward system 2.62, and management vision for employee 2.61. The turnover intention was 3.12, nursing task performance 3.49, and nursing productivity 3.38. The internal marketing activity factors were negatively correlated with turnover intention(r=-0.37, p<0.0001), and positively correlated with nursing task performance(r=0.29, p<0.0001) and nursing productivity(r=0.30, p<0.0001). The key predictor of turnover intension was reward system, education and training, communication, and salary. They explained 35.0% of the total variance. In nursing task performance, communication, management vision for employee, salary and unit explained 26.0% of the total variance. In nursing productivity, communication, reward, education and training, salary, and position explained 24.0%. Conclusions: To increase nurse's nursing task performance and nursing productivity and to decrease turnover intention, it is necessary to concentrate on improving communication and reward system in the internal marketing activity factors. Through these activities, the effectiveness of internal marketing strategies will be enhanced and finally, nursing organizational outcome will be increased.