김혜진 교수

Purpose – The advancement of multimedia technology has spurred the use of multimedia in business practice. The adoption of audio and visual data will accelerate as marketing scholars become more aware of the value of audio and visual data and the technologies required to reveal insights into marketing problems. This chapter aims to introduce marketing scholars into this field of research.Design/methodology/approach – This chapter reviews the current technology in audio and visual data analysis a

Purpose The purpose of this paper is to investigate the relation between average ratings (viewership) and the volume and valence of electronic word of mouth (e-WOM) for early episodes of TV shows. Design/methodology/approach Linear regression was performed in which the dependent variable is average TV ratings and main independent variables are volume and valence of e-WOM. The study used a Breusch–Pagan test to detect heteroscedasticity. Accordingly, the model is analyzed using heteroscedasticity

Extant preference measurement research, including conjoint analysis, has been silent on the explicit influence of others in the formation of consumer preferences. This article proposes a new holistic framework of preference, “PIE,” as well as a measurement method to remedy this problem. The new paradigm posits that consumers evaluate products on the basis of different “needs” determined by three sources: (1) P, the physical attributes of the product; (2) I, the individual characteristics of the

Purpose The purpose of this study is to examine how the usage of mobile devices influences text-posting behavior in the online review-generation process. This study attempts to improve the understanding of the negative impacts of mobile channels on the quality of online reviews. Design/methodology/approach The authors develop a series of hypotheses to investigate the text-posting behaviors with mobile device usage. To examine the authors' hypotheses, the authors collect online reviews posted in

Purpose Social media (e.g., e-WOM) and traditional media (e.g., media coverage) serve different roles in a firm's marketing activities and also interact with each other, which in turn affect the market outcome. In addition, how market outcome affects the two types of media in turn has not been examined, which brings the need for a holistic framework. The rare study that examines this relation mostly relies on the volume of media rather than the valence. This study examines the interdependent rel