TY - JOUR
T1 - O2O based, effective social media marketing method to improve online exposure
AU - Kim, Heejin
AU - Do, Hyunsook
AU - Choi, Byoungju
N1 - 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.
PY - 2016
Y1 - 2016
N2 - 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.
AB - 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.
KW - NFC
KW - O2O
KW - Social media marketing
KW - Social networking service
UR - http://www.scopus.com/inward/record.url?scp=85002338931&partnerID=8YFLogxK
U2 - 10.14257/ijmue.2016.11.11.05
DO - 10.14257/ijmue.2016.11.11.05
M3 - Article
AN - SCOPUS:85002338931
SN - 1975-0080
VL - 11
SP - 51
EP - 70
JO - International Journal of Multimedia and Ubiquitous Engineering
JF - International Journal of Multimedia and Ubiquitous Engineering
IS - 11
ER -