본문 바로가기
  • Home

A Study of Interactive WOM Marketing Effect of Digital Media

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2007, 12(2), pp.197-208
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

안경환 1 kwak,bong-chul 2

1서울산업대학교
2한국재활복지대학

Accredited

ABSTRACT

This thesis suggested that the 'customized' marketing would be a new strategy in terms of a marketing in the digital media age under the circumstances where a form of marketing was evolving in accordance with the convergence of digital media. Because of the media environment due to an 'individualization', the strategy would meet an individual demand of a consumer in a rapidly changing environment. The best marketing to capture a ‘customer's heart’ is not a brand that first entered the market, but the one that is first settled in a customer's heart. If a differentiated interactive marketing strategy is equipped, it is possible to capture a completely new market space ad create a profit over several years. In the aspect of an effect of a digital marketing, first, a concept relating to an interaction between a consumer and a producer is important. Secondly, the important one is an empathy marketing which is an emotional marketing through a brand image beyond a product. Thirdly, the author studied an orally transmitted marketing effect through digital media.

Citation status

* References for papers published after 2023 are currently being built.