• Proceedings of the Korean Society of Computer Information Conference
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• 2014.01a
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• pp.215-216
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• 2014

기업 경영에서 마케팅의 중요성은 더욱 커지고 있으며, 온라인 시장의 확대와 더불어 마케팅 방법이 중요하게 대두되고 있다. 특히, 기업의 경쟁력 확보를 위한 분석과 전략 개발에 기업의 역량을 크게 집중하고 있는 실정이다. 오늘날 꽃시장은 온라인과 오프라인에서 시장이 확대되어지고 있으며, 전국적인 판매망 구축으로 영세하거나 작은 소규모 업체들은 시장진입과 경쟁력 확보가 더욱 어려워지고 있는 실정이다. 이에 본 연구에서는 온라인 환경에서 꽃시장 마케팅 강화를 위해서 기존에 온라인에서 운영중인 대표 사이트들에 대한 서비스 지원 분류와 판매 전략을 살펴보고, 꽃시장에서 마케팅 강화와 고객에게 최적의 서비스를 제공하기 위하여 꽃시장에서 필요하고 경쟁력있는 서비스를 추천하고자 한다. 이를 통해 꽃시장 마케팅 활성화와 경쟁력을 통해 시장의 입지 강화를 기대해 볼 수 있을 것이다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.111-113
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• 2016

While big data analysis is an useful tool for reading customers' trends, questionnaire survey which directly collects the information of customer trends have been used traditionally in marketing field. In this point, this study attempts to compare the results from two methods such as big data analysis and questionnaire survey on cosmetics product brands.

• The Journal of Economics, Marketing and Management
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• v.10 no.6
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• pp.9-16
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• 2022

Purpose: This research investigates the differences in knowledge exchange activities and performances between startups and large companies in software industry clusters. Research design, data, and methodology: Six independent factors of human resource information, R&D and technology, marketing knowledge, government support information, strategic knowledge, and cooperation information were extracted to test the firm size effect in the relationships with two performance factors such as satisfaction with industry cluster location and satisfaction with financial performances. Data were collected through a survey of entrepreneurs, managers, and employees and tested by statistical analysis methodologies. Results: Three independent factors of human resource information, R&D and technology, and cooperation information were particularly significant in the relationship with both dependent factors. Strategic knowledge significantly affected financial performance. Knowledge exchange activities were more important in startups than in large companies for all eight factors. Conclusion: Policies for software industry clusters need a different approach for startups and large companies.

• The Journal of Economics, Marketing and Management
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• v.7 no.2
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• pp.7-14
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• 2019

Purpose - Amid the slump in the food market, the importance of customer experience marketing is being highlighted as a strategy to satisfy consumers' needs. Research design, data, and Methodology - The survey used part 280 of the answers for the hypothesis test. This study confirmed 280 parts (93.3%) as final valid samples, excluding 40 disloyal sections of 340 sections. The survey was conducted between December 1, 2018 and December 30, 2018. An investigative factorial analysis and multiple regression analysis were conducted to test the hypotheses. Result - The results showed that sensibility and recognition were influenced by positive brand attitudes, but sense did not affect brand attitudes; senses and sensations had a positive effect on satisfaction; recognition did not affect satisfaction; brand attitudes had a positive influence on satisfaction; and brand attitudes and satisfaction had a positive influence on revisit intention. Conclusion - This study analyzed the experiences of customers visiting a family restaurant in order to determine how those experiences impacted the customers' satisfaction, brand attitudes, and revisit intentions. Several interesting results were uncovered from the study.

• International journal of advanced smart convergence
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• v.11 no.3
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• pp.72-78
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• 2022

The aim of this research is to improve the effectiveness of digital media advertising because current advertisements -in digital signage - indiscriminately appeals to the general public rather than to a specific target. In order to deliver efficient and customized advertisement information, an IoT human body detection sensor mounted on digital signage detected human faces and then classified them firstly by gender. The digital signage here is a smart digital signage that can analyze facial signals, discriminate them based on patterns, and apply the extracted data by displaying the corresponding information to the user. In addition, by identifying the customer's location approaching the smart digital signage and displaying the optimized content information for the customer's location through an algorithm, the digital signage can dramatize the advertisement Thus, this is a study meant forimproving information efficiency while reducing noise and driving power waste generated from unnecessary digital information reproduction.

• International journal of advanced smart convergence
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• v.12 no.2
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• pp.1-16
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• 2023

Influencer advertising, which has gained significant attention in academia and industry, is widely adopted as a digital marketing strategy. This study empirically analyzes the impact of perceived influencer channel attributes and ad attributes on the suitability of advertisements and their effects on consumers' positive and negative advertising behaviors. The research aims to identify various factors that can enhance the effectiveness of influencer advertising. The results reveal that among the influencer channel attributes, informativeness and intimacy have a positive impact on ad suitability, while ad clutter has a negative impact. Additionally, ad-influencer fit positively affect ad attention and negatively influences ad avoidance. Based on these findings, companies can enhance the effectiveness of influencer advertising by first selecting influencers who align well with the advertisement and emphasizing informativeness and emotional bonding to improve ad suitability. Moreover, the study suggests that influencer advertising strategies can be effective as long as they avoid excessive ad clutter, as it diminishes ad suitability. Marketing practitioners and advertising planners can utilize these insights to formulate more effective influencer advertising strategies.

• The Journal of Economics, Marketing and Management
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• v.2 no.1
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• pp.1-17
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• 2014

In today's highly competitive and fast changing business environment, key account management-a supplier company initiated relationship marketing approach targeted at the most important customers to solve their complex requirements with special treatment that eventually ensures both parties' financial and nonfinancial objectives- has regarded as a strategic weapon of many companies' sales efforts to manage their strategically important customers. On the basis of the existing studies, this research introduces a theoretical model highlighting the hypothetical relationship between key account management performance and repeat order. In addition, moderating effect of length of relationship on the relationship between key account management performance and repeat order is also introduced. We theorize the conditions under which key account management performance influences key customer repeat order behavior as well as the influence of moderating variable of length of relationship on key account management performance-repeat order relationship. Theoretical and managerial implications are provided along with suggestions to isolate a platform for future empirical research.

• International journal of advanced smart convergence
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• v.13 no.1
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• pp.129-139
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• 2024

In digital marketing, the strategic use of emojis in social media advertising, particularly on the Xiaohongshu app, significantly influences consumer acceptance and purchase behavior. This study examines the impact of emoji-laden advertisements and the role of brand metaphorical warmth on consumer perceptions. Employing a tailored questionnaire, the research explores how emojis affect brand advertisement reception, filling a gap in empirical research on emoji advertising effectiveness. Findings indicate that emojis, when used judiciously, enhance consumer acceptance and contribute to a positive brand perception. However, excessive use may undermine trust. Brand metaphorical warmth emerges as a crucial factor, suggesting that emojis can effectively convey warmth, fostering a deeper emotional connection with consumers. These insights offer practical implications for refining social media marketing strategies, advocating for a balanced approach to emoji usage in advertisements to optimize engagement and influence consumer behavior.

• The Journal of Economics, Marketing and Management
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• v.12 no.5
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• pp.41-51
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• 2024

Purpose: This study explores the distinctive characteristics of virtual influencers compared to human influencers and examines how parasocial relationships with human consumers affect brand attitude. The hypothesis suggests that virtual influencers can overcome social distance barriers, emphasizing their role in fostering engagement. Research design, data and methodology: A structural model based on the source credibility model and unique traits of virtual influencers analyzes these dynamics. An online survey conducted in April 2024 garnered responses from 286 participants. Results: Findings reveal that virtual influencers positively impact parasocial interactions, which in turn enhance parasocial relationships and brand attitudes. However, the proposed effect of novelty on brand attitude through parasocial interaction was not statistically supported. Conclusions: This study highlights the unique attributes of virtual influencers, such as anthropomorphism, empathy, and novelty, which enhance consumer engagement through parasocial interactions and influence brand attitude. It provides a comprehensive framework for leveraging virtual influencers in marketing, offering significant advantages in maintaining consistent brand messaging and reducing risks associated with human influencers.

• Journal of Digital Convergence
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• v.11 no.12
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• pp.213-227
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• 2013

The purpose of this paper is to study the effects of SMEs' technological competitiveness and technology marketing on commercialization performance. For this, we conducted a survey targeting 204 people who are in charge of new product or technology development in SMEs which possess corporate R&D center authorized by the government on technological competitiveness, technology marketing and commercialization performance. The paper studied the effects of technological competitiveness on technology marketing and commercialization performance, technology marketing on commercialization performance. Empirical analysis shows follow results. First, technological competitiveness which includes technology innovation capability, technology commercialization capability and R&D intensity (investment on R&D personnel) have a positive effect on technology marketing. Second, technology commercialization capability have a positive effect on commercialization sales performance & commercialization non-sales performance, R&D intensity (investment on R&D physical) have a positive effect on commercialization non-sales performance. Third, high core technology and enabling technology on technology marketing result in better commercialization performance. As a result, technology-centered SMEs need to make continuous efforts to elevate technological competitiveness factors such as technology innovation capability, technology commercialization capability and R&D intensity.