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

Title
O2O based, effective social media marketing method to improve online exposure
Authors
Kim H.Do H.Choi B.
Ewha Authors
최병주
SCOPUS Author ID
최병주scopus
Issue Date
2016
Journal Title
International Journal of Multimedia and Ubiquitous Engineering
ISSN
1975-0080JCR Link
Citation
vol. 11, no. 11, pp. 51 - 70
Keywords
NFCO2OSocial media marketingSocial networking service
Publisher
Science and Engineering Research Support Society
Indexed
SCOPUS scopus
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. © 2016 SERSC.
DOI
10.14257/ijmue.2016.11.11.05
Appears in Collections:
엘텍공과대학 > 컴퓨터공학과 > Journal papers
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