Earticle

초록

영어

Social media marketing has gained attention from marketers because of the growing number of social media users. Considering the unique context of each company or organization behind the marketing is necessary when choosing and applying various social media marketing strategies to ensure achievement of better business performance. However, previous studies have focused on context-specific marketing strategies. Accordingly, this study aims to develop context-specific social media marketing strategies. In this study, we first develop a conceptual framework with two items, namely, brand awareness and business orientation of an organization, as criteria, and classify the framework into four contexts. We then propose context- specific social media marketing strategies for each of the contexts. We examine the framework and proposed social media marketing strategies based on multiple case studies. The primary contribution of this study is our context- specific social media marketing strategies.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Conceptual Framework
 Ⅲ. Research Methodology
 Ⅳ. Case Analysis and Results
  4.1. Context 1: Hyundai Medical Aesthetics
  4.2. Context 2: Niveole
  4.3. Context 3: Samsung Electronics
  4.4. Context 4: Goyang City
 Ⅴ. Discussion: Context-specific Social Media Marketing Strategies
  5.1. Storytelling Marketing: Service-Dominant with Low Levels of Brand Awareness
  5.2. Coupon Marketing: Product-Dominant with Low Levels of Brand Awareness
  5.3. Brand Image Marketing: Product-Dominant with High Levels of Brand Awareness
  5.4. Experiential Marketing: Service-Dominant with High Levels of Brand Awareness
 Ⅵ. Academic Contribution
 Ⅶ. Practical Implication
 Ⅷ. Limitations and Future Study
 

저자

• Jin-Won Park [ Consultant, CAS (Computer Assurance Service), Korea ]
• Eun-Young Cho [ Researcher, Graduate School of Information, Yonsei University, Korea ]
• Hee-Woong Kim [ Associate Professor, Graduate School of Information, Yonsei University, Korea ] Corresponding Author

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