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Full-Text Articles in Business
Sns Effect Of The Negative Event On The Firm Performance, Sang Yong Kim, Da Eun Lee
Sns Effect Of The Negative Event On The Firm Performance, Sang Yong Kim, Da Eun Lee
Asia Marketing Journal
When the negative event is published, the company tends to go through the negative impact on the firm performance. Especially, with the SNS, the negative event is instantly spread on indefinite region so the impact seems bigger than the period before the SNS media appearance. It seems that everyone considers the SNS media impact on the firm performance quite big. However, there has been no empirical study on the impact comparison on the firm performance between pre and post SNS media occurrence periods. This study tries to empirically compare the impact of the negative event on the firm performance between …
하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구, Jai Hak Chung
하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구, Jai Hak Chung
Asia Marketing Journal
Consumers influence other consumers` brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders` activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation …
사회적 네트워크에서의 고객무형가치에 대한 연구, Sang Man Han, Ji Eun Lee
사회적 네트워크에서의 고객무형가치에 대한 연구, Sang Man Han, Ji Eun Lee
Asia Marketing Journal
No abstract provided.
온라인 고객 리뷰의 분류 항목별 차이 분석, So Young Yang, Hyung Su Kim, Young Gul Kim
온라인 고객 리뷰의 분류 항목별 차이 분석, So Young Yang, Hyung Su Kim, Young Gul Kim
Asia Marketing Journal
Both companies and consumers are highly interested in on-line customer reviews which enable consumers to share their experience and knowledge about products. In this study, after classifying real reviews into context units and deriving categories, we analyzed differences between categories based on channel(manufacturers` homepage/ shopping mall), product attribute(search/experience) and price(high/low). The method to derive categories is based on roughly adopting constructs of ACSI model and elaborate and repetitive classification of real reviews. We set up the classification category with 3 levels. Level 1 consists of product and service, level 2 consists of function, design, price, purchase motive, suggestion/user-tip and recommendation/repurchase …