KOREASCHOLAR

EFFECTS OF SOCIAL PLATFORM IN ADVERTISING & PR

Bongchul Kim, Jooah Ahn, Sung Hey Chung
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/351659
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.1092
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study focuses on the value of social platform and investigates the relationships between knowledge sharing and customer value. The study examines the effects of social network attributes on knowledge sharing in social platforms, and the effects of knowledge sharing on customer value in social platforms. In the context of social platform, this study clarifies the concept of customer value, the role of knowledge sharing, and the relationships between knowledge sharing and customer value. The study builds a theoretical model regarding social platforms and customer value that offers implications for advertising & PR practitioners.

Keyword
social platformadvertisingPRcustomer valueknowledge sharing
Author
  • Bongchul Kim(Chosun University, Republic of Korea)
  • Jooah Ahn(Dongshin University, Republic of Korea)
  • Sung Hey Chung(Seoul Women's University, Republic of Korea)