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NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.23 no.8 = no.91, 2017년, pp.173 - 183
강병남 (혜전대학교 호텔조리외식계열) , 문성식 (장안대학교 프랜차이즈경영과)
The purpose of this study is to investigate the causal relationship between new brand awareness and new brand awareness according to type of restaurant menu purchase information. This study will provide basic research data on viral marketing strategy through online marketing of restaurant companies....
핵심어 | 질문 | 논문에서 추출한 답변 |
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KISDI(2016)의 보고서에 따른 우리나라인구의 SNS 이용률 추세는 무엇인가? | KISDI(2016)의 보고서에 의하면 2015년 기준 우리나라인구의 SNS 이용률이 43.1%에 달해 2011년 대비 2배 가까운 성장세를 보이고 있고, 특히나 20대는 70% 이상 SNS를 이용하고 있는 것으로 나타났고, 중장년층(30~50대)에서도 이용자가 지속적으로 확대되고 있고, 특히 50대의 하루 평균 SNS 이용시간이 20대에 이어 큰 증가폭을 보이고 있어 SNS는 우리나라에서 성별과 연령을 불문하고 모든 사람들이 애용하고 있는 매체라는 것을 알 수 있다. | |
기업들의 홍보 공간이 SNS로 급격하게 이동하고 있는 이유는 무엇인가? | 이러한 추세에 맞추어 기업들의 홍보 공간이 SNS로 급격하게 이동하고 있고, 이를 활용하는 전략도 매우 다양해지고 있다. SNS는 과거 기업의 일방향적인 온라인 홍보매체(홈페이지, 배너광고, 이메일 광고 등)와는 달리 소비자와 관계를 형성할 수 있게 되고, 이를 통해 제품과 관련된 유용한 정보를 실시간으로 전달할 수 있다. 기업입장에서는 효율성 높은 마케팅채널로서 표적 집단 소비자들에게 적은 비용으로 정확하게 도달할 수 있게 되었고, 표적고객들에게 고객 맞춤형(customized) 정보를 제공할 수 있어 유용하다. 그리고 소비자입장에서 그 정보가 유용하다고 인식될 경우 SNS를 통해 지인들과 공유하고 확산시킬 수 있는 구전효과까지 기대할 수 있게 되어 기업의 욕구와 SNS의 장점이 맞물려 기업 홍보에 활발히 활용되고 있다(Kook & Kim, 2016). | |
소셜미디어란? | 소셜미디어(Social Network Service: SNS)는 웹 2.0을 기반으로 하는 인터넷 기반 어플리케이션을 일컫는 말로서 누구나 콘텐츠를 생산하고 가공, 배포하는 것이 가능하고, 그 과정에서 사용자들이 맺는 관계와 활동 그리고 관계를 원활하게 해주는 테크롤리지를 총괄하는 것이라고 할 수 있다(Kim, 2013). 웹 1. |
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