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수록정보
수록범위 : 1권1호(2014)~5권1호(2018) |수록논문 수 : 114
Journal of Marketing Thought
5권1호(2018년 05월) 수록논문
최근 권호 논문
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1The Impact of “Word-of-Mouse” on Individual Choice Decisions

저자 : Moon Young Kang

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 1호 발행 연도 : 2018 페이지 : pp. 1-9 (9 pages)

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Online word-of-mouth (called “word-of-mouse”) is an important phenomenon in individual choice. Despite its importance, many firms struggle with how social influence can be applied to their marketing strategy, and when and how much it should be involved in their communication. The objective of this research is to address the limitations of previous research on word-of-mouse by proposing a new conceptual framework of how word-of-mouse impacts individual decisions processes in comparison with word-of-mouth. In addition, the proposed framework explains how the information source (peer consumer vs. expert), information valence (negative vs. positive), and attribute characteristics (subjective vs. objective) have different influences on consumer decision-making when relying on word-of-mouse. This approach is expected to provide managerial implications by explaining under which circumstances word-ofmouse is more effective, and what is the proper marketing strategy for a given situation.

2The Relationship between Behavioural Uncertainty and Opportunism: The Moderating Effect of Network Solidarity

저자 : Min Jung Kim , Mirea Woo

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 1호 발행 연도 : 2018 페이지 : pp. 9-14 (6 pages)

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Firms in a volatile environment often possess more chances to commit opportunistic behaviours by taking advantage of information asymmetry. Moreover, it is essential for a firm to prevent opportunism since it will increase the cost of transaction. Network solidarity plays a significant role in firm's performance, and a wide variety of research has been conducted on uncertainty and opportunism. However, the impact of network solidarity on the relationship between behavioural uncertainty and opportunism still remains unclear. Thus, the object of this paper is to introduce how behavioural uncertainty influences opportunism of an exchange partner under conditions reflecting network solidarity. The conceptual framework highlights the relationships among those variables, and as a result, this study can offer some possible directions, and further provide theoretical and practical implications as well as suggestions for the future study.

3The Effects of Network Characteristics and Social Capital on Organizational Performance : The Mediated Effect of Information Sharing

저자 : Ji Hoon Lee , Chanchal Tamraker

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 1호 발행 연도 : 2018 페이지 : pp. 14-30 (17 pages)

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Network characteristics and social capital is becoming a central research paradigm in the marketing channels literature. However, few empirical works have been done concerning their complementary impact on organizational performance. This research examines how complementary effects of marketing networks, social capital and information sharing influence organizational performance. The empirical test was conducted with small and medium-sized enterprises (SMEs) in manufacturing and distribution sector in Korea. The results indicate that only network openness has a significant positive impact on information sharing within network characteristics and social capital has significant effect on information sharing except for shared value. Also, this study shows that information sharing plays a mediating role in the relationships between dimensions of social capital (social-interaction ties, trust, shared vision, shared language) and network characteristics (network openness, network strength), and organizational performance. Our findings have theoretical and practical implications for social network research in general.

4Effect of Persuasion Knowledge on Purchase Intention in On/Offline Shopping Channel

저자 : Dain Shim , Soo Kyoung Key

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 1호 발행 연도 : 2018 페이지 : pp. 30-37 (8 pages)

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To survive rapidly growing international competition among nonprofit organizations, one of the most important concerns of charity organizations is how to appeal potential donors and make them to donate for the poor. This study postulates how charitable advertisements could be effective for attracting more funds from potential donors. As the purpose of searching for influential advertising method, this study proposes the effect of whether Mood Maintenance Theory or Mood Regulation Theory have influence on charity donation advertisement. By using facial expression of the victim and the Order Effect, this study tried to find effective ways to enhance the happiness of the donors and lead to high amount of donation. Therefore, by using effective advertising method, competitive charity organizations would be able to survive and increase donors for victims.

5Impacts of Strong Tie and Weak Tie on Network Performance : The Mediating Role of Openness

저자 : Kyoungnam Catherine Ha , Seung Myeong Chung

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 1호 발행 연도 : 2018 페이지 : pp. 37-44 (8 pages)

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The present marketing theory and practice have been recognized that the transactions between buyer and seller are included in social relations. Despite extensive research on inter-organizational transactions, there has been little effort to address the role of a larger social network operated by a B2B company. This paper attempts to present a theory that will help network theory find out how the company should move forward and how to continue to succeed in a B2B environment. Social capital is an important concept in all areas, not just marketing. I will explain network theory which is one of the concepts derived from this social capital. A lot of research on network theory has been done and is still going on. That is why network theory is an important part of marketing. Previous studies have examined the power relationships in network theory and how they affect the performance of the company. However, there has not been much research into the influence of each of the network theories in detail such as strong tie and weak tie. Recently, the concept of network openness emerged, and it was found that research on this was lacking. So the main purpose of this study is to investigate the relationship between network theory (strong tie, weak tie) and network performance and to examine the mediating effect of openness. In this study, network theory is divided into two kinds. There is a strong tie and weak tie. We will each demonstrate how different groups affect network performance. Therefore, the results will be good for future companies if they take these characteristics into consideration when starting network relations. Moreover, our research has contributed to importance of openness.

6Measures to Cope with Aging of Domestic Companies through Overseas Case

저자 : Joseph Ha , Hyunu Park

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 1호 발행 연도 : 2018 페이지 : pp. 44-51 (8 pages)

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Since medical and technical have been developed, some countries suffer 'the aging'. Therefore, advanced countries which get in to an aging society already prepare the aging for various ways such as Japan's systemizing and standardizing process steps for food of the elderly. On the other hand, domestic retailers and producers have been struggling to cope with the aging. As a result, Korea faced problems related the old's prejudice and low understanding the old and no core technology for survive. So, we hope this paper will be solution for these domestic retailers and companies.

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성균관대학교 서울대학교 한국지식재산연구원 서원대학교 국립중앙도서관(납품)
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