A Study on the Utilization Model of Social Network Service in China
- Authors
- Wen-Xiang Gong; 이지혜
- Issue Date
- 2012
- Publisher
- 중앙대학교 한국전자무역연구소
- Keywords
- SNS; Cases of using SNS; Korean Companies; Utilization Model; 소셜 네트워크 서비스; SNS 활용사례; 한국기업; 활용모델
- Citation
- 전자무역연구, v.10, no.2, pp 51 - 69
- Pages
- 19
- Journal Title
- 전자무역연구
- Volume
- 10
- Number
- 2
- Start Page
- 51
- End Page
- 69
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/46085
- DOI
- 10.17255/etr.10.2.201205.51
- ISSN
- 1738-9607
- Abstract
- The recent development of the online industry and a wider use of smartphones has brought about a new paradigm of Web 2.0, where customers participate firsthand in collecting and sharing information and services on the internet. They no longer depend on websites that unilaterally provide them with information and services. The paper examines what functions and roles social network service can perform in marketing and suggests a set of guidelines for the effective use of social setwork service in China. To that purpose, present a model employing a group of service networks such as renren.com, weibo.com, Baidu.com and Taobao.com and examine whether the model is applicable in the market.
The purpose of this paper is expected to help Korean companies perform their marketing activities via Chinese social network services.
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