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Digital, Media, Technology & Consumption - Facebook Marketing

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Kyungjin Choi

on 23 May 2014

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Transcript of Digital, Media, Technology & Consumption - Facebook Marketing

Digital Media Technology
2013-2 Ewha Womans University
사회학과 최경진
Facebook
Marketing
Consumption
Rational choice theory
Supply
Demand
Theory of social action
Economics
Economic sociology
Imperfect information
"Bounded rationality"
"Embeddedness"
On-going social relationship (Not snapshot)
Changeable preference & utility
(Granovertter, 1985)
(Simon, 1957)
Marketing
Marketing
using Facebook
(Wikipedia, 2013)
Fanpages
Advertisement
Funny Pages
about
1,000,000,000

users
Fanpages
Advertisement
=Choice
using SNS
(Social Networking Service)
A platform to build social networks or social relations
among people who, for example, share interests, activities, backgrounds, or real-life connections.
*SNS
strong personal relevance
higher message acceptance
"The value of a facebook fan reaches to about
$136.38
per one year."
(Syncapse, 2013)
Collecting of
Social Indexing
"Embeddedness"
relation-dependent choice
Facebook
Naver
Do not utilize advantages of
portable digital devices.
But few are different
Funny Pages
Funny Pages
Funny Pages
Collecting of
Social Indexing
Funny Pages
Recommendation Pages
Recommendation Pages
Recommendation Pages
High
reliability
Especially for
experience goods
Take
intimate relationship
Send for and invite friends
themselves
Funny Pages
emotional
and
voluntary
actions for the purpose of
sharing funny or wonderful things
Advancement of
portable digital devices
(especially smart phone)

Facebook
- Fan pages, Advertisement, Funny pages, Recommendation pages

The appearance of new form of marketing:
SNS Marketing

References
정혜인, "국내 패션브랜드의 페이스북 기반 관계마케팅에 대한 소비자의 관계혜택 인지와 관계품질 및 관계성과 연구 = A Study on Perception toward Relational Benefits, Relationship Quality and Relationship Performance for Relationship Marketing through Korean Fashion Brands' Facebook", 2013, 경희대학교 석사논문.
유홍준, 정태인, 『신경제사회학』, 성균관대학교출판부, 2012.
김창남, 『대중문화의 이해』, 한울아카데미, 2012.
이영주, 김성계, "기업 페이스북 팬페이지 콘텐츠 연구 = A study on Companies' Fan Pages Contents on Facebook as a Marketing Communication", 『한국디자인포럼』, Vol.39, 2013.
이은선, 김미경, "마케팅 커뮤니케이션 수단로서의 기업 페이스북 팬페이지 이용행태 분석 = A Study on Companies' Fan Pages on Facebook as a Marketing Communication Channel", 『광고학연구』, Vol.23, No.2, 2012.
권혁진, "소셜미디어가 기업마케팅에 미치는 영향에 대한 연구 : 트위터와 페이스북을 중심으로", 2011, 중앙대학교 신문방송대학원 석사논문.
Thank you
Conclusion
Full transcript