Earticle

초록

영어

Recently, social media has been used as an independent marketing tool, and as a result, the needs for platforms or tools to manage the data collected by social networks are greatly increasing. To date, many marketing techniques that utilize social media have been proposed, but no research has been done on the problem of helping marketers systematically choose appropriate marketing methods that engage both online social networks and customer experience with offline events. To address this problem, we propose an O2O (Online to Offline) based social-media marketing approach, uLike, which collects customer-experience focused data from offline events to online media in real-time and helps advertise products or brands more easily. To evaluate our approach, we conduct an on and offline marketing-event experiment. Our results show that the approach can be more effective and efficient for increasing the exposure of online advertisements than the traditional social media marketing approaches.

목차

Abstract
 1. Introduction
 2. Background
  2.1. Social Media Marketing in O2O
  2.2. Technologies for O2O
 3. uLike Approach
  3.1. System Architecture
  3.2. The Use of uLike: A Typical Scenario
  3.3. Experiences with Applying uLike to Real Marketing Events
 4. Empirical Study
  4.1. Variables and Measures
  4.2. Experimental Procedure
  4.3. Data Collection
  4.4. Data Analysis and Results
  4.5. Threats to Validity
 5. Discussion of Results
 6. Conclusions
 References

키워드

저자

• Heejin Kim [ Dept.of Computer Science and Engineering, Ewha Womans University, South Korea ]
• Hyunsook Do [ Dept.of Computer Science and Engineering, University of North Texas, United States ]
• Byoungju Choi [ Dept.of Computer Science and Engineering, Ewha Womans University, South Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Multimedia and Ubiquitous Engineering

• 간기

  월간

• pISSN

  1975-0080

• 수록기간

  2008~2016

• 등재여부

  SCOPUS

• 십진분류

  KDC 505 DDC 605