Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 51-70 |
| Number of pages | 20 |
| Journal | International Journal of Multimedia and Ubiquitous Engineering |
| Volume | 11 |
| Issue number | 11 |
| DOIs | |
| State | Published - 2016 |
Bibliographical note
Funding Information:The authors would like to thank to members of the uLikeKorea Co., Inc. for their support. This work was funded by the MSIP (Ministry of Science, ICT, and Future Planning), Korea, under the ITRC (Information Technology Research Center) support program (NIPA-2014-H0301-14-1023) supervised by NIPA (National IT Industry Promotion Agency). This work was also supported, in part, by NSF CAREER Award CCF-1564238 to University of North Texas.
Publisher Copyright:
© 2016 SERSC.
Keywords
- NFC
- O2O
- Social media marketing
- Social networking service