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viral marketing 문제점과 해결책 발표

2015024757 UYEONG GO can alleviate consumer damage caused by viral marketing Strict pre-censorshipConsumers are being hindered from making reasonable purchasing decisions Problem Strict pre-censorship system is much more a effective solution Solution an adjective for viruses Used a lot on social media channels Creating positive word-of-mouth through the voluntary messaging by consumers Marketing strategy that induces information to spread like a virus Consumers post reviews on their webpages or online shopping pages after using the products Companies promote their products to social media by advertising agencies Initial Viral Marketing Current Viral Marketing Shift from consumers to companies Prompted corporates to produce provocative Ad contents Viral Viral Marketing Outline2014 2015 2016 320 % 2017 * Source: KFDA( Korea Food and Drug Administration ) Deceptive advertising of food in Social media Unit : Case P atch that burns fat just by attaching it Apply this ointment, all the acnes will be gone This is guaranteed for you to grow 7cm Actual examples of False and puffery advertising Case of false and exaggerated information in Ad is increasing These Ad do not provide objective and helpful information to consumers mislead consumers and interrupt them making rational purchasing consumers are being hindered from making reasonable purchasing decisions As Businesses advertise deceptive content to maximize the effects of viral marketing, Problemstrict pre-censorship system is much more a effective solution Since Post-censorship systems are not appropriate for viral marketing, Not easy to stop Ad that has been in progress △ 2013 년 459 건 △ 2014 년 293 건 △ 2015 년 381 건 △ 2016 년 258 건 △ 2017 년 209 건 Ads reported by consumers to the FTC for violating the Display Advertising Act * FTC: Fair Trade Commission Unit : Case Spread very far and fast Despite the increase of false Ads, reports from consumers is decreasing Strict pre-censorship Solution Pre-checking By the government or by each corporates More strict and detail discipline than now Post- censorship Current Post -checking By the consumers usually vague and broad disciplineXavier, W. J., Summer, S. Y. (2009). A study on consumer perception and consumer response. Journal of Viral Marketing Communication: The Internet Word-of-Mouth , 3 , 25. Reference Young, I. J. (2016). Indiscriminate SNS advertising, a surge in consumer complaints. Concern about teenagers' exposure to illegal and harmful information. Next daily . Retrieved from http:// www.nextdaily.co.kr /news/ article.html?id =*************3 Bora, L. (2018). Once added, the toxins are removed SNS Advertisement. Money today. Retrieved from http:// www.nextdaily.co.kr /news/ article.html?id =*************3Q A Thanks for listening !{nameOfApplication=Show}

경영/경제| 2019.08.07| 6페이지| 1,000원| 조회(82)

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