O2O-based Social Media Marketing Method for Word-Of-Mouth Effect: Focused on the Analysis of Case Studies
구전효과를 위한 O2O 기반의 소셜미디어 마케팅 방법: 사례분석을 중심으로

Heejin Kim, Byoungju Choi
2015 The Journal of the Korea Contents Association  
Social media has recently become one of the primary tools for viral marketing as an effective advertising channel, in order to maximize effects of world-of-mouth through social media, it is very important to obtain customer experience-centric differentiated contents in offline. However, viral marketing is still being implemented mainly based on online channels because of the lack of effective services and methods to support social medial marketing in conjunction with offline. On that account,
more » ... On that account, this study proposes O2O(Online to Offline) based social media marketing method allowing customers to connect their personal experience conveniently and easily in offline in which they voluntarily participate. Furthermore, this study aims to verify the effectiveness of the proposed method by analyzing the empirical cases thereof. This study would eventually contribute to the vitalization of social media marketing market by enabling customers to obtain personalized posts as connecting online to offline organically and also by allowing corporations to get an ample amount of useful CRM information for planning marketing strategies. ■ keyword :|Social Media Marketing|O2O|Word-Of-Mouth Effect|Social CRM|NFC|
doi:10.5392/jkca.2015.15.07.403 fatcat:dwjtvgvfxzddjexfgrsuhfi3we