• Journal of Digital Contents Society
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• v.13 no.2
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• pp.205-211
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• 2012

This paper presents research result of digital marketing model for improving enterprise marketing campaign performance. Recently, the enterprises which had completed projects such as ERP, CRM, and SCM for business value chain process transformation are working to improve enterprise marketing process. It is the trend for enterprises to use digital marketing tactics to overcome the limit of existing traditional marketing tactics. Especially, enterprises try to adopt digital marketing for marketing campaign performance. In this paper, digital marketing research model and hypothesis were established and statistically analyzed by marketing expert survey research. The research finding is that Web Analytics, Social Analytics, Personalized CRM, Campaign execution automation, Real-Time campaign management can be core influencers for marketing campaign performance improvement.

• Korean Management Science Review
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• v.26 no.3
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• pp.11-21
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• 2009

In this paper, we proposed some valuable analysis results of cultivation campaign marketing in A mobile telephone company. The cultivation campaign marketing is a new outbound TM campaign strategy composed of 4 steps for new subscribers. During the analyses, attrition rate of A mobile company, outbound TM rejection rate, contact rate/call success rate and additional service attrition rate after subscription are measured as an effect of cultivation campaign. The results showed that there were no statistical significance in improving retention rate between customers experienced 4 step cultivation campaign and control group. However, the cultivation campaign had a better effect on improving response rate and success of selling additional service product of mobile company compared to general selling campaign. This is because cultivation campaign group had been taking care of from subscription time. It is suggested that cultivation campaign had better confined customers more likely to buy additional service to outbound TM for the sake of financial efficiency.

• The Journal of Industrial Distribution & Business
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• v.10 no.6
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• pp.7-17
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• 2019

Purpose - The purpose of this study is to explore how advertising for multilevel marketing brands affect the salesperson's activity including customer-salesperson interactivity, work attitude, and perceived and actual performance after the campaign. Research Design, data, and methodology - This study collects experimental data, survey data, and actual sales data and applies statistical analyses such as factor analysis, t-tests, and a structural equation model. Results - The results show that advertising campaign can enhance a salesperson's selling activities and provide wide managerial implications to a multilevel marketing firm by filling the gaps for the field of advertising research. Conclusions - Managerial implications include: i) multilevel marketing firms should consider advertising campaigns as a means of changing customer responses because advertising plays a significant role in increasing familiarity with, and knowledge of, attitudes toward the brand, which also helps salespeople interact with customers; ii) multilevel marketing firms should consider brand advertising as a means to support the sales activities of salespeople including sales effectiveness, work attitudes, and perceived performance, and iii) multilevel marketing firms should consider brand advertising as a means to enhance a salesperson's pride and motivation for selling their brand, which will lead to improved sales performances.

• Journal of Distribution Science
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• v.11 no.12
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• pp.63-69
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• 2013

Purpose - Ethical consumption is the action of buying one product over another with an ethical idea in mind. It has gained in popularity since the 1990s with more emphasis being put on the power of consumer actions to create social, economic, and environmental change. Ethical consumption involves boycotts of certain products or brands as well as purchases linked to ethical issues. Cause-related marketing (the buying behavior of ethical consumption) involves a for-profit and non-profit entity teaming up to promote a product at the same time as promoting a social cause. Each time a consumer buys that product, a donation is made by the for-profit entity to the non-profit entity supporting the specific cause. Cause-related marketing has become a tremendously popular type of ethical consumption in recent years owing to its reputation of allowing companies to "do well by doing good." This study examines how consumers' perception of cause and attitude influence their attitude toward a cause-related marketing campaign and attempts to suggest implications for marketers. Research design, data, and methodology - First, this study was designed to examine the consumers' perception factors (cause involvement, attitude for cause, attitude for company and brand familiarity) in order to determine whether these factors have significantly affected consumers' attitude toward a cause-related marketing campaign. Second, this study developed a structural equation model and tested it empirically using survey data from 223 individual respondents. Respondents were undergraduate students in Chungnam. They were shown an existing real campaign message of cause-related marketing, and then filled out a questionnaire. Data were analyzed with SPSS 20.0 and AMOS 17.0 programs. Results - The hypotheses were tested using factor analysis and structural equation modeling. The study's results showed that brand familiarity, attitude to the company and attitude to the cause significantly affected consumers' attitude toward the cause-related marketing campaign and performance. In particular, attitude to the cause was significantly related to attitude and performance of the cause-related marketing campaign. However, the hypothesis about cause involvement was not supported with the results indicating that cause involvement did not affect consumers' attitude toward the cause-related marketing campaign. The findings underline the importance of consumer perceptions of the cause and the company and their attitude to the cause. They point to the importance of individual differences that influence consumer perceptions of the cause, the company and brand familiarity. Also of importance is the consumer's attitude to the cause. Conclusions - The findings suggest some practical implications in designing and implementing cause-related marketing campaigns. It is important to enhance brand familiarity and create a favorable attitude to the company and attitude to the cause before designing cause-related marketing campaigns. The rising popularity of cause-related marketing has been attributed to its potential to cut through advertising clutter. The findings in this study suggest that marketing campaigns supporting a cause make a difference.

• Information Systems Review
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• v.4 no.2
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• pp.155-168
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• 2002

This paper examines whether the functions of eCRM solutions affect the site visit and purchase by customers. The functions of eCRM solutions are extracted and classified into three categories of c-marketing, e-sales, and e-service. E-marketing includes campaign/event marketing, e-mail marketing, and questionnaire marketing; e-sales consists of recommendation system and incentive/discount promotion.; e-service is composed of e-mail call center and web call center. From the online survey, 146 responses are collected and analyzed. The analysis shows that the level of experience in campaign/event marketing, e-mail marketing, e-mail call center, and web call center significantly affect the website visit by customers and that the level of experience in all eCRM functions except e-mail marketing significantly affect the purchase by customers. The effects of those functions in eCRM on the website visit are moderate, while the effects of the functions on the purchase are low. The results from this study imply that eCRM needs to strengthen the effect on the purchase with more thorough analysis of the customer profile.

• Korean Journal of Health Education and Promotion
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• v.24 no.3
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• pp.73-86
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• 2007

Objective: The purposes of this study are to understand the characteristics of the participants in a community walking campaign and to analyze the factors related to their participation based on the Transtheoretical Model (TTM). Methods: The study composed of the description of participant characteristics and comparison of them with non-participant characteristics in a walking campaign in K province. The data were collected through a survey of 2,590 participants and 258 non-participants from the same community. The survey instrument included questions about stages of walking and exercise, knowledge and attitude toward walking, and environmental condition for walking. Results: A majority of the walking campaign participants were in the action(24.8%) and maintenance(43.6%) stages of walking and exercise behavior. The non-participant group was split between maintenance(51.6%) and precontemplation (30.6%) stages. Among the participants, effective campaign promotion channels differed by age group while motivation for participation and participation patterns were associated with both age and gender. Favorable physical environment was a significant factor of participating in walking campaign(OR=1.396, CI=1.149-1.696). Although the campaign participants scored higher than the non-participants in most attitude toward walking questions, differences in knowledge scores between two groups were less significant. Conclusion: In conclusion, further social marketing to increase the awareness and to increase the concern of population in the community is needed based on the survey result. Transtheoretical model seems appropriate to apply to the evaluation and the planning the program of the behavior change in the community. Also, more organized and sustainable support in need to maintain the good habit of walking for the participants in walking campaign.

• The Korean Journal of Applied Statistics
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• v.22 no.1
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• pp.1-16
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• 2009

Recently, most companies are speeding up the movement of modeling and strategically applying IDI (Integration Database Information). This is due to the fact that CRM (Customer Relationship Management) representing communication and relation maintenance with customers, has been raised one of the most important issues for companies. From this point of view, this study is to develop the scoring campaign system connect-ing customer scoring model to marketing layer through data mining techniques which are the core factor for CRM. This developed system makes users easily choose the target customers as well as easily obtain customer scoring results under GUI circumstances which helps users easily apply as a result.

• Information Systems Review
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• v.7 no.1
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• pp.153-171
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• 2005

As the mobile telecommunications industry in Korea boasts record-high revenue from its businesses, consumers and other industries are looking for new business applications and opportunities using mobile technologies. Many firms are seeking guidelines or business models for an effective use of this new mobile technology in their operations. This paper reviews the characteristics that distinguish mobile marketing, and analyzes marketing approaches which utilize the potential of the new mobile technologies. This paper shows that the new mobile advertising channel is not only complementary to traditional marketing channels, but also delivers benefits for multiple parties involved in mobile marketing. The key success factors in the new OB (Oriental Brewery) marketing campaign include a shortening of the stages in the AIDMA model and a broadening of customer contact points by exposing the brand through well-coordinated marketing efforts. The OB case shows that a mutually beneficial relationship between co-marketing participants can lead to a win-win marketing strategy. It also highlights that collaborative channel management in mobile marketing methodology is critical for successful mobile marketing.

• Asia Marketing Journal
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• v.18 no.4
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• pp.99-124
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• 2017

Little research on sensory study has been conducted from a marketing perspective and most of sensory studies have been done from a science perspective. Thus, this study examined wine sensory perceptions in the consumers' minds, which is how wine consumers associate grape variety Shiraz/ Syrah by the three different region of origins with specific sensory images. Total 234 questionnaires were collected from online wine community members at restaurants in Korea. The main results show that the most two shared sensory images of Shiraz/ Syrah were 'Dry' and 'Fruity' across the three region of origins. For Barossa Shiraz, the unique images were mainly found in Aroma image category such as 'Chocolate', 'Prune', whereas for Rhone Syrah, the unique images were mainly revealed in Overall image category e.g. 'Deep', 'Fascinating'. Additionally, this study confirmed that Maipo Valley is not recognizable region of origin of Shiraz/ Syrah. This study employed a free choice, Pick Any and conducted correspondence analysis to find out the degree of associations of sensory images and each region of origin.

• Journal of the Korean Society of Food Culture
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• v.23 no.6
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• pp.729-736
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• 2008

The study sought ways to promote the global recognition of Korean food items. The Korean cuisine is one of the healthiest and well-balanced in the world. But, in contrast to countries including the United States, France, China, Japan, Thailand and Australia that have adopted food promotion and marketing strategies, Korea lacks a similar strategy. Development of indigenous sauces by Korean food manufacturers and processors is one route in the promotion of Korean cuisine. Korean restaurant franchising could also aid in export of Korean food items. The food manufacturing/processing sectors must work in concert with the Korean government to globalize the Korean cuisine. Brand chefs, Korean cuisine seminars and promotional efforts in foreign countries and foreign cooking schools (such as the 'Taste Korea' campaign) are prudent actions.