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기업 페이스북을 통한 사이트 유입이 고객 재방문에 미치는 영향 : 사이트 평균 방문깊이의 조절효과를 중심으로The Effect of Inflow Into a Site Via Facebook on Customers’ Revisit : Drawing on the Moderating Effects of the Average Site Visit-Depth

Other Titles
The Effect of Inflow Into a Site Via Facebook on Customers’ Revisit : Drawing on the Moderating Effects of the Average Site Visit-Depth
Authors
이중원박철
Issue Date
2019
Publisher
한국IT서비스학회
Keywords
Social Media; Facebook; Visit-Depth; Revisit; Customer Retention
Citation
한국IT서비스학회지, v.18, no.2, pp.1 - 16
Indexed
KCI
Journal Title
한국IT서비스학회지
Volume
18
Number
2
Start Page
1
End Page
16
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/70233
ISSN
1975-4256
Abstract
Social media is one of the important marketing channels for companies, changing the way interacting with customers. Marketers attract participation from customers’ in social media platforms by producing branded content, which helps them gain various marketing results such as brand awareness, web traffic, and sales. The number of the empirical studies on the effects of social media on marketing performance is still low although various success stories and studies have been published. In particular, IT companies are trying to attract users onto their websites with social media content and promotions; however, they regard the number of the visitors as a vanity metric, which has little effectiveness. The study examined the Effect of the site introduced via Facebook, a typical social medium, on customers’ revisit. Precedent studies proved that revisit, one of forms of major visit for satisfactory results of a website, is suitable for analyzing the operational output on Facebook pages. The results of the study demonstrated that Facebook content has a positive impact on website inflows and revisits. Also, it turns out that the higher the average website visit depth reinforces the positive relationship between the rate of the inflow and that of the site revisit.
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College of Global Business > Global Business in Division of Convergence Business > 1. Journal Articles

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글로벌비즈니스대학 (융합경영학부 글로벌경영전공)
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