Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
권호 표지
DOI QR코드

DOI QR Code

The Application of Image-Oriented SNS Marketing Channel for Improving Performance of Online Shopping Malls : Pinterest Case Analysis

온라인 쇼핑몰의 해외시장 성과향상을 위한 이미지 기반 SNS 마케팅 채널의 활용방안 : 핀터레스트 활용사례 분석을 중심으로

  • 신설희 (경북대학교 대학원 경영학부) ;
  • 강보현 (경북대학교 대학원 경영학부) ;
  • 김상현 (경북대학교 대학원 경영학부)
  • Received : 2014.11.10
  • Accepted : 2014.11.28
  • Published : 2014.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

There is a phenomenon that the consumers from all over the countries are using the Korean online shopping malls, which has settled as a distribution industry. To get the attention of the consumers from other countries, the marketing strategy is important in order for the online shopping malls to go advance abroad. The purpose of this study is to overview the Pinterest, which is a shopping-oriented Social Network Service (SNS) based on the image content. The Pinterest is a valuable online shopping mall marketing channel. By looking at the background growth and feature of service, the existence of the mega SNS as a center in the social business is to see how Pinterest is targeting a niche market. As a result of this study, Pinterest has the advantage against other SNS for joining with online shopping malls because a tendency of the traffic referrals from Pinterest is increasing and the average of the cost of the purchase is high. Therefore, this study is reflecting various cases of utilizing the online shopping malls. In conclusion, Pinterest represents an illustrative case of effective marketing channel of the online shopping malls.

Keywords

References

  1. Aronica, J., "Pinterest Drives More Referral Traffic Than Google Plus, YouTube and LinkedIn Combined", Shareholic, 2012. Available at https://blog.shareaholic.com/pinterest-referral-traffic/ (Accessed May 12. 2014).
  2. Bercovici, J., "Pinterest Confirms Raising Another $200M At $5B Valuation", Forbes, 2014. Available at http://www.forbes.com/site/jeffberco vici/2014/05/15/pinterest-confirms-raising-200m-at-5b-valuation/ (Accessed July 23. 2014).
  3. Emarketer, "Driven by Facebook and Google, Mobile Ad Market Soars 105% in 2013", 2014a. Available at http://www.emarketer.com/Article/Driven-by-Facebook-Google-Mobile-Ad-Market-Soars-10537-2013/1010690#sthash.cced6WoP.dpuf (Accessed April 22. 2014).
  4. Emarketer, "Marketing Interest in Pinterest, Google+ Climbs", 2012b. Available at http://www.emarketer.com/Article/Marketing-Interest-Pinterest-Google-Climbs/1009547 (Accessed March 21. 2014).
  5. Emarketer, "Smartphone Users Worldwide Will Total 1.75 Billion in 2014", 2014c. Available at http://www.emarketer.com/Article/Smartphone-Users-Worldwide-Will-Total-175-Billion-2014/1010536 (Accessed August 11. 2014).
  6. Esty Pinterest website, Available at http://www.pinterest.com/etsy/.
  7. Exact Target, "The social Break-up report #8", 2011. Available at http://www.exacttarget.com/resources/SFF8.pdf (Accessed December 22. 2013).
  8. Facebook, "Quarterly Earnings Q4", 2014. Available at http://files.shareholder.com/downloads/AMDA-NJ5DZ/3606038770x0x746532/5c43ca27-de18-437a-b304-841a2052b98a/FB_Q114EarningsSlides20140421.pdf (Accessed February 5. 2014).
  9. Feinleib, D., "How Facebook, Pinterest Compare In Social Commerce", Forbes, 2012. Available at http://www.forbes.com/sites/davefeinleib/2012/05/22/how-facebook-pinterest-compare-in-social-commerce/ (Accessed February 6. 2014).
  10. Garside, J., "Facebook loses millions of users as biggest markets peak", theGuardian, 2013. Available at http://www.theguardian.com/technology/2013/apr/28/facebook-loses-usersbiggest-markets (Accessed June 30. 2013).
  11. Gartner, "Gartner Survey Highlights Consumer Fatigue with Social Media", 2011, Available at http://www.gartner.com/newsroom/id/1766814 (Accessed November 23. 2013).
  12. Joo, B.R., "Research on the Corporate Marketing Strategies of Global Korean Fashion Brands-Focusing on SWOT Analysis of Different Types of Inroads-", Journal of the Korean Society of Fashion Design, Vol.13, No.1, 2013.
  13. Kim, S.K., Perfect Pinterest Guide, Cloudbooks, Seoul, 2012.
  14. Lee, E., "Social sites becoming too much of a good thing : Many young folks burning out on online sharing", San Francisco Chronicle, 2006. Available at http://www.sfgate.com/news/article/Social-sites-becoming-too-much-of-a-good-thing-2548034.php (Accessed July 15. 2013).
  15. Monetate, "EQ 1 2013", 2013. Available at http://assets.monetate.com/eq/EQ1_2013_final.pdf (Accessed October 14. 2013).
  16. Moore, R.J., "Pinners be Pinnin' : How to Justify Pinterest's $3.8B Valuation", Rjmetrics, 2014. Available at http://blog.rjmetrics.com/2014/05/07/pinners-be-pinnin-how-to-justify-pinterests-3-8b-valuation/ (Accessed June 13. 2014).
  17. Nielsen, "State of the media : The Social Report 2012", 2012. Available at http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-Social-Media-Report-2012.pdf (Accessed January 25. 2014).
  18. Park, S.H. and G.Y. Gim, "A Study on the Factors Affecting Continuous Intention and Expansion of Communication Channels", Journal of Information Technology Services, Vol.11, No.2, 2012.
  19. Pinterest blog website, Available at http://blog.pinterest.com/.
  20. Piqora.com, "Pinterest ROI Study by Piqora", 2013. Available at http://blog.piqora.com/pinterest-roi-study/ (Accessed January 11. 2014).
  21. Sephora Pinterest website. Available at https://www.pinterest.com/sephora/.
  22. Shopify.com, "How Pinterest Drives Ecommerce Sales", 2012, Available at http://www.shopify.com/ blog/6058268-how-pinterest-drives-ecommerce-sales (Accessed May 18. 2014).
  23. Silver, H., E. Tan, and C. Mitchell, "Online Consumer Pulse : For the smaller shop, Pinterest brings sales", Bizrate Insights, 2012a. Available at http://www.bizrateinsights.com/blog/2012/07/17/online-consumer-pulse-forthe-smaller-shop-pinterest-brings-sales/(Accessed October 19. 2013).
  24. Silver, H., E. Tan, and C. Mitchell, "Online Consumer Pulse : Pinterest vs. Facebook : Which Social Sharing Site Wins at Shopping Engagement?", Bizrate Insights, 2012b. Available at http://www.bizrateinsights.com/blog/2012/10/15/online-consumer-pulse-pinterest-vs-facebook-which-social-sharing-site-wins-at-shopping-engaement/ (Accessed October 19. 2013).
  25. Wayfair website. Available at http://www.wayfair.com/.
  26. Vision Critical, "From social to sale", 2013. Avai lable at http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf (Accessed September 27. 2014).