간행물

Global Marketing Conference

권호리스트/논문검색
이 간행물 논문 검색

권호

2020 Global Marketing Conference at Seoul (2020년 11월) 372

225.
2020.11 구독 인증기관 무료, 개인회원 유료
This paper describes Natural Language Processing techniques to extract patterns of destination image formation from Social Media postings. In a pilot study, we show how Twitter postings can be mined to uncover travel motivations and values for various travel destinations; we also explore the mental representations that underly these values and motivations. While this pilot study is subject to limitations, the results demonstrate that Twitter data is a compelling source of information about travellers and destinations.
4,000원
227.
2020.11 구독 인증기관 무료, 개인회원 유료
An increasing number of women are becoming empowered with changing cultural dynamics, gender equality, education and technology. The use of Internet and social media platforms by businesses at various stages is on the rise. Despite its benefits, women entrepreneurs in developing countries are less inclined towards using the online mediums for their business in comparison to men. This study observes activities where women entrepreneurs use online mediums for business purposes, understands challenges faced in doing so, reasons behind such challenges and how do they deal with them. Qualitative research is conducted via semi-structured interviews with women entrepreneurs at India. Findings indicate that there are commonly prevalent issues faced by Indian women entrepreneurs while using online mediums. As a way out, they either choose to shy away from digital mediums or seek external help. They are more comfortable using digital mediums where the communication and onus is one way, there is limited need to trust the other person or there is less possibility of receiving damaging comments in public. For interactive activities, women refrain from using online mediums. Financial, social and cultural factors also play a role in keeping women entrepreneurs behind from using online mediums for their business.
4,800원
237.
2020.11 구독 인증기관 무료, 개인회원 유료
Despite increasing consumer engagement with social commerce, conditions influencing user intention to utilize m-payment services on social media platforms remain unclear. This study employs fsQCA to ascertain configurations of conditions for behavioral intention, identifying solutions to assist theory and practice regarding the adoption of this form of commerce.
4,200원
238.
2020.11 구독 인증기관 무료, 개인회원 유료
This article analyzes what factors influence consumers’ choices of the type of retailer in Japan and classifies the types. Firstly, it is evident that several factors affect the choice of retail type significantly. Secondly, different formats of retail business are compared to examine the similarities and differences.
4,000원
240.
2020.11 구독 인증기관·개인회원 무료
Online consumer reviews have become a substantial part of consumers’ decision-making process as they provide consumers abundant information on products and services. Some individuals will pay attention to certain components (e.g. price), whereas some will focus on other components such as images.