• 연구윤리
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• 제4권1호
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• pp.23-29
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• 2023

Purpose: While prior research has identified ethical issues in marketing research, more research needs to identify specific ethical behaviors that marketing researchers should adopt. This research addresses this gap by identifying a few ethical behaviors that marketing researchers should consider. Research design, data and methodology: The present study has a justification to collect adequate textual data in the current literature using screening process based on the marketing ethics topics and themes, and ethical behaviors of marketing researchers. Results: Based on the literature analysis, a marketing ethics model, which included the principles of fairness, honesty, responsibility, and respect for stakeholders. Since the rise of e-commerce and technology, a growing demand for a method to analyze website user behavior has been growing. Researchers in the field of marketing are responding to this demand by creating innovative interactive platforms. Conclusions: The term "ethical practices in market research" refers to a collection of best practices that, when followed, increase the likelihood that the research carries out is ethical, fair, and accurate. Because there needs to be more theoretical work done on the topic, there should be more empirical studies on ethical behaviors in marketing research.

• 디지털콘텐츠학회 논문지
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• 제13권2호
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• pp.205-211
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• 2012

본 논문은 기업의 마케팅 캠페인 실행 성과를 향상시키기 위한 디지털 마케팅 모델에 대한 연구 결과를 제시하고 있다. 최근 ERP, CRM, SCM 등 비즈니스 가치 사슬 프로세스를 개선하기 위한 프로젝트를 마친 기업들은 마케팅 프로세스를 전사적으로 개선하기 위한 작업을 진행하고 있다. 기존 마케팅 기법의 한계를 극복하기 위해서 디지털 마케팅 기법을 활용하기 위한 시도가 많다. 특히 마케팅 프로세스의 실행 단계인 캠페인 수행성과를 향상시키기 위해 디지털 마케팅 기법들을 적용하고 있다. 이에 본 논문에서는 디지털 마케팅 연구 모델과 연구 가설을 수립하고, 마케팅 전문가 설문 조사를 통한 통계적 분석 방법을 통해 검증하고자 하였다. 연구를 통해서 디지털 마케팅 모델 중에서 웹 분석, 소셜 분석, 개인 맞춤형 고객 관계 분석, 캠페인 실행 자동화, 실시간 캠페인 관리 등의 기법이 기업의 마케팅 캠페인 실행 성과에 영향을 미치는 것을 실증적으로 검증하였다.

• Asia Marketing Journal
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• 제7권2호
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• pp.93-121
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• 2005

본 연구는 시장 경제학의 입장에서 기존의 마케팅 및 마케팅 연구에 대한 분석을 통해 향후 마케팅 연구가 부가 가치 창출에 실질적으로 공헌할 수 있는 방안들을 찾아보고자 하는 시도이다. 이를 위해 첫째, 마케팅 연구가 '응용' 심리학적인 사실 파악 연구에서 벗어나서 판매자와 구매자 모두의 총부를 증대시키는 경영학적 마케팅 연구에로 자신의 정체성을 확립할 것을 제안하였다. 둘째, 마케팅 연구의 심화와 확장을 위해 고객 사이드 쪽만 아니라 모든 시장 참여자들을 마케팅 연구 영역 내에 포함시킬 것, 조직이라는 내부 시장의 마케팅 현상 연구도 할 것, 그리고 비영리 조직들의 마케팅에로도 그 연구 영역을 확장할 것을 제안하였다. 그리고 끝으로 마케팅이 기초하고 있는 시장 원리에 대한 이론적 이해와 자유 시장 경제 체제에 대한 이념적 이해를 바탕으로 향후 마케팅과 마케팅 연구가 인류의 처지 개선에 지속적으로 기여할 수 있음을 주장하였다.

• 감성과학
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• 제9권spc3호
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• pp.197-208
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• 2006

현대의 기업들은 과거 이성중심의 소비자를 대상으로 하는 4P중심의 마케팅전략에서 이제 감성중심의 소비자를 대상으로 하는 기업 및 브랜드의 인지중심의 감성적 마케팅전략으로 전환하고 있다. 이에 따라, 이성중심의 마케팅전략과 감성중심의 디자인전략이 결합되어 하나의 통합된 프로세스로 소비자에게 접근하는 감성마케팅의 중요성이 증대되고 있다. 그러나 아직까지 기존연구에서는 디자인마케팅의 본질과 연구영역을 규정하여 체계적인 검증을 바탕으로 디자인마케팅을 실현하기보다는 단편적으로 마케팅의 기법등을 디자인프로세스에 적용하고 있는 실정이다. 이와 관련하여 본 연구는 디자인마케팅의 본질을 제안하고, 디자인마케팅이 실무에 적용되기 이전 단계로서 디자인마케팅의 연구영역의 규명과 각 연구영역에 대한 다양하고 체계적인 학문적 검토가 선행되어져야 된다고 주장하였다 아울러 디자인마케팅의 영역으로서 전통적인 마케팅영역의 연구영역을 근간으로 하여 3가지 분야를 범주화하였는데 이들 3가지 범주란 첫째는, 디자인은 대상으로 하는 소비자의 의사결정방식의 이해영역, 둘째, 다양한 분석적 툴의 도입과 적용 및 셋째, 상황판단에 따른 전략수립을 위한 다양한 전략툴의 적용을 제안하고 각 분야에 대한 향후 연구방향에 대하여 제안하였다.

• Asia Marketing Journal
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• 제17권4호
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• pp.1-19
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• 2016

The lack of international research networks in Asia has been a major barrier in bridging scattered Asian academic societies. As a result, most researchers in Asia are not familiar with which journals they can access for their research, nor where they can submit their valuable research manuscripts. Asian Marketing Journal (AMJ) and the International Conference of Asian Marketing Associations (ICAMA), both of which are managed by Asian scholars for Asian scholars, are expected to take on such roles to make a significant contribution to Asian academic societies by encouraging them to study and share research topics that are more relevant and helpful to Asian market studies that come from an Asian researcher's perspective. This study aims to acknowledge and explain the successful settlement of the International Conference of Asian Marketing Associations (ICAMA) and its representative journal, Asia Marketing Journal (AMJ), by discussing how ICAMA and AMJ were created, why they are necessary to Asian researchers, and what goals they hope to achieve. Another, arguably more important objective of this study is to provide Asian researchers with information on what topics Asian academia has been researching since 2000, and guide researchers as to which journals in Asian academia can publish their marketing research papers.

• The Journal of Asian Finance, Economics and Business
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• 제9권3호
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• pp.295-302
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• 2022

This research aims to determine and analyze: (a) the effects of digital marketing activity (DMAc), digital marketing capability (DMC), and Digital marketing asset (DMA), (b) the effects of DMAc, DMC, and DMA on marketing performance (MP), (c). the effects of entrepreneurial orientation (OE) on MP and (d). the mediating role of OA on the effects of DMAc, DMC, and DMA on OE. The research population is all the small enterprise actors in Kendari city applying digital marketing and having a permanent establishment in Kendari City. The analysis tool used is SEM Partial Least Square. Results of the research show that: (a). DMC and DMA have positive and significant effects on OE while DMAc is found to be insignificant on OE, (b). then, DMAc and DMA have positive and significant effects on MP, and DMC is found to be insignificantly increasing MP, (c). OE has positive and significant effects on MP and (d). DMC effects on MP and effects between DMA and MP are mediated by OE, whereas DMA effects on MP are not mediated by OE position. Based on research findings, DMC and DMA are superior at forming research opinions since they have a substantial influence on enhancing collaboration.

• 한국멀티미디어학회논문지
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• 제25권3호
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• pp.537-545
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• 2022

Emotional experience (James, 1884)[1] can affect people's behavior. There are few types of research on VR marketing(Maojun Zhou, Zeru Yan, 2018)[2] design based on emotional experience. This article is based on emotional evaluation theory and empirical research, and the VR marketing case "Buy+" online shopping platform (Wu Yongyi, 2016). It is concluded that there are three levels of emotional experience definition on VR marketing which decompose the features of the VR marketing design of "Buy+ as an online-shop" correspondingly and find out the design features of VR marketing from the perspective of emotional experience. Finally, through the analysis of the questionnaire data, it verified that vividness, functionality and effectiveness could represent the features of VR marketing design. Moreover, it analyzed the correlation among these factors. Vividness and functionality have the closest relationship among them. The definition, the components, and the correlation of the three-layer emotional experience obtained from this research can provide theoretical support and reference for other VR marketing designs.

• 한국디지털정책학회:학술대회논문집
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• 한국디지털정책학회 2004년도 International Conference on Digital Policy & Management
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• pp.87-95
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• 2004

We explore marketing topics classification-internet marketing environment, internet marketing function, special internet marketing applications, internet marketing research, other topics in the digital age. This paper will introduce and discuss the changes that economic agents including firms and consumers will face in the digital marketing age. The digital revolution has shaken marketing to its core. The digital age provides the opportunity to reach vast new audiences with surgical precision.

• 연구윤리
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• 제3권2호
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• pp.1-5
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• 2022

Purpose: Various ethical issues arise in different stages of management and business marketing research. The current study aims to take look at practices that ensure informed consent, privacy and confidentiality, deception, and legal aspect in data management in procedures involved in marketing research. Research design, data and methodology: Literature content analysis was conducted for this research and the current author has investigated journal articles mostly to guarantee a high degree of content validity and to keep the advantages of qualitative content approach. The current study explores manifest topics regarding the ethical issues of business marketing research. Results: The current study found that ethical consideration needs to be similarly significant and learning from the previous researchers' approach to handling this issue is helpful for future research and is essential to have additional guidelines. Also, four findings (Lack of Informed Consent, Deception, Invasion of Privacy and Confidentiality, and Legal Data Management) indicate that marketing researchers need to consider before undertaking any project. Conclusions: Overall, the study presents practical suggestions though unexhausted. By raising these ethical marketing issues, consumer behavior disciplines will continue to expand and contribute positively towards attaining thoughts, feelings, and decisions that positively contribute to marketing research as the foundation for effective marking practices.

• 유통과학연구
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• 제18권11호
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• pp.15-22
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• 2020

Purpose: A marketing strategy for private institutions requires marketers to leverage consumer behaviors and educational psychologies when advertising and promoting product portfolios. Indeed, understanding consumers can make marketers more effective, and the purpose of this research is to tackle private institutions' education marketing by combining marketing theories and learning theories. Research design, data and methodology: The content analysis used in this study will be suitable because there exists numerous prior studies regarding marketing strategy and educational theories. Therefore, the current author could obtain and collect adequate textual facts from much of the literature review. Results: Marketing strategies that are mixed with educational theories increase consumer enrolment due to perceived usefulness, and this implies that an adequate marketing model could help improve sustainability and income as a result of enrollment in private educational institutions. The research also identified that marketing is connected to psychology and that marketers can exploit educational and psychological theories to increase successful enrolment in private educational institutions. Conclusions: Most importantly, the target market for private educational institutions is diverse, and institutions can use direct marketing to appeal to specific audiences. Also, the research implies that diversification strategies can increase enrolment if marketers exploit behavioral learning theories in the marketing process.