• Journal of Digital Convergence
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• v.15 no.12
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• pp.255-263
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• 2017

Recently, cause marketing is more focused as one of key brand positioning strategies, which in turn leads that more companies are interested in cause marketing. In this study, we focused on two different types of cause marketing, named as public-volunteered cause marketing and corporate-driven cause marketing. A field study using an actual brand explored the effect of cause marketing type and brand authenticity on purchase intention toward the target brand. Moreover, we examined the moderation and moderated mediation of brand awareness. As our results showed, the corporate-driven cause marketing had a positive impact both on brand authenticity and purchase intention in the low (vs. high) brand awareness condition. However, the effect of public-volunteered marketing on purchase intention and brand authenticity did not vary depending on brand awareness. To increase the effectiveness of the cause marketing, the results suggest that the public-volunteered cause marketing would be more effective than the corporate-driven cause marketing.

• Journal of Digital Convergence
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• v.12 no.8
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• pp.157-173
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• 2014

In this study, how social media PR marketing affect corporate brand expansion was studied. this study consist of 5 chapters; needs and purposes in 1st, concept& characteristics, development processes, needs of social media and merits&demerits as marketing tool in 2nd. concept& characteristics and merits&demerits of corporate brand expansion in 3rd. examples of social media marketing in domestic&foreign and current statuses in 4th. In final, conclusion of the effect of social media PR marketing on corporate brand expansion were presented in each chapter.

• Journal of Digital Contents Society
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• v.19 no.5
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• pp.881-889
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• 2018

This study examines consumer attitudes according to the Cause Related marketing information presentation type and Brand Level and China, Korea. As a result of the analysis, first, cause related marketing information presentation type conducted by the company shows that concrete has more consumer attitude than abstract. Second, consumer attitude toward cause related marketing information presentation type is different according to brand level(Corporate Brand and Individual Brand). Third, consumer attitudes cause related marketing information presentation type is different according to Korea and China. Finally, based on the results of this research, we will provide practical implications not only academically but also as a basis for marketing strategies.

• Journal of Digital Convergence
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• v.14 no.12
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• pp.477-487
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• 2016

The purpose of this current paper was to investigate into the trends and effects of green marketing in India and China with relations to ethnicity and cross cultural aspects. These two countries are fast developing and looks promising in terms of economic power but lack the green marketing consciousness compared to other well developed countries. Many measures are being taken by various industries for the promotion of green awareness in these countries. The two countries are fast developing in the area of green marketing. Green marketing should improve its methods utilizing the cultural differences that is evident from previous research. In the near future, more active green marketing targeting and informing consumers of environmental benefits will be needed by taking ethnicity into consideration for further heightening of overall environmental awareness and initiative.

• Asia Marketing Journal
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• v.23 no.1
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• pp.5-27
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• 2021

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers' shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online survey. Interactive digital signage with virtual try-on and video-captures functions was used as stimuli. Data were collected from 320 respondents and 307 useable responses were analyzed to examine a proposed model. Research model compares dual paths of motivators: the extrinsic motivation route that leads from usefulness to shopping outcome satisfaction and intrinsic motivation route that leads from enjoyment to shopping process satisfaction. Technological complexity of digital signage indirectly and negatively influences shopping outcome and process satisfaction, mediated by usefulness and enjoyment, but directly and positively affects shopping process satisfaction. In omni-channel environments, the findings have implications for fashion retail managers in using digital signage to maximize customer satisfaction and to counterbalance the advantages and disadvantages of technological complexity.

• Korean journal of communication and information
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• v.21
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• pp.63-86
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• 2003

Digital TV is expected to usher in a new era of TV. Thanks to digital and network technologies, TV will no more be a dumb terminal as it is today. It will incorprate the computer and thus become an intelligent device which serves not only high quality broadcast programming, but a variety of information services much like the current networked-computer. However, the real world picture of digital TV is clearly different from such a rosy vision. Albeit too early to tell, the cases in Europe and the US attest that the digital transition suffers a setback in terms of technology, policy, business, marketing, and the users. As such, the digital transition is generally problematized in terms of policy, business model, marketing strategy, and so on. Comparatively speaking, the issues of technology, policy, business and marketing are not so complicated than that of digital TV users because of the cultural issues involved in the adoption of digital TV. In other words, the technological transition to digital TV is far easier than its cultural transition. The cultural transition demands policy makers and industries of different approaches to successfully facilitating the digital transition.

• Journal of Distribution Science
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• v.21 no.8
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• pp.57-68
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• 2023

Purpose: The research aims to investigate the development of market distribution through digital marketing transformation trends with the support of universities. This development strategy is to maximize sales turnover of limited liability companies' typical traditional beverage products. Research design, data, and methodology: The research design uses descriptive qualitative methods. Data were obtained by participatory observation, in-depth interviews, FGDs, and documentation. Results: The result shows that the partner's traditional product market distribution strategy has been carried out by adopting science and technology and expertise possessed by partner universities. Universities that are Partners have benefited from the implementation of the Independent Campus program. Conclusions: The conclusion from the findings is that business actors must collaborate with universities through the Kedaireka Matchmaking Fund Program. The collaboration will create the right strategy development for the business. The government needs to provide more access to finance in the future. The hope is that the traditional beverage industry and higher education can realize the ease of synergy contributing to national development and the vision of the Indonesian Ministry of Education and Culture's independent campus.

• Journal of Digital Convergence
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• v.6 no.3
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• pp.65-73
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• 2008

The food crisis is gradually augmented, which derives from a world-wide process. And it is the actual conditions for which there is no solution on national level. Rice is a fundamental agricultural products, and it makes up a large percentage in the Korean farming industry. Especially, the environment around the domestic rice market has rapidly been changing and shrinking because of the open policy in the International market. In order to compete with the international market, Korea must be strong in stable-based construction and international marketing strategies of domestic rice products. Most of consumers recognize the importance of developing a brand-name rice. However, the degree of recognition on the brand-name rice is still very low. The Purpose of this paper Is to drive brand marketing strategy for positioning of domestic rice products.

• Journal of the Korean Society for Library and Information Science
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• v.35 no.4
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• pp.217-238
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• 2001

As an exploratory study, the purpose of this study was twofold. First, to show the process for developing a pathfinder with for assessing how the end users analyze a pathfinder ("a usability test"). Second, to provide a pathfinder for fashion marketing fields. Organised especially for students of the Fashion Graduate School in Dongduk Women's University, this pathfinder included books, periodicals, Internet web sites, online stores, brands, and apparel organizations. Participants in the test evaluated the pathfinder with medium to high grade in terms of contents, classification, and quantity of resources. In particular, they acknowledged the usefulness of a pathfinder. The results could provide helpful guidelines for the design of pathfinders. In addition, this publication provides additional information that focuses on fashion marketing fields.

• The Journal of Information Technology
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• v.3 no.4
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• pp.89-105
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• 2000

Electronic commerce includes the tasks that support the buying and selling of goods and services, and interactions among those tasks. Electronic commerce enables companies to close stores, reduce inventory requirements, and distribute products over the internet. Electronic commerce can simplify communication and change relationships The expanding global e-marketplace has triggered an evolution with powerful implications. The introduction of interactive media and the online environment has made real-time, customized one-to-one advertising, marketing and commerce possible. I-marketing is the most rapidly growing channel being explored today. Users of this expanding medium include a range of service providers, publishers, marketers of music, s/w, other products that cross an increasing number of industry lines. Thus, the opportunities for e-business marketing strategy, and new businesses based on interactivity and sophisticated database technology are vast. This study explores the e-business marketing strategy of digital age. Strategic e-marketing can harness the power of today's technology to propel a company of any size farther into the worldwide market than ay any other time in history, increasing potential profits and productivity.