O2O based, effective social media marketing method to improve online exposure

Heejin Kim, Hyunsook Do, Byoungju Choi

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

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 languageEnglish
Pages (from-to)51-70
Number of pages20
JournalInternational Journal of Multimedia and Ubiquitous Engineering
Volume11
Issue number11
DOIs
StatePublished - 2016

Bibliographical note

Publisher Copyright:
© 2016 SERSC.

Keywords

  • NFC
  • O2O
  • Social media marketing
  • Social networking service

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