디지털 변환 속 마케팅 원리

최영균

현)동국대광고홍보학과교수(미국미시간주립대박사)
전)한국마케팅과학회회장,한국광고학회회장,한국마케팅학회부회장,한국서비스마케팅학회부회장,JournalofAdvertising부편집장(AE)
관심분야)온라인소비자행동,디지털마케팅,뉴미디어광고,인간-컴퓨터상호작용
논문실적)JournalofAdvertising,JournalofBusinessResearch,EuropeanJournalofMarketing,JournalofAssociationforConsumerResearch등국내외논문다수

머리말ㆍ5


chapter01-뉴미디어의마케팅패러다임

1.뉴미디어의개념ㆍ17
2.뉴미디어광고의특성및거래방식ㆍ18
3.매체별커뮤니케이션모델의유형화ㆍ20
1)일대다(one-to-many)커뮤니케이션모델ㆍ21
2)일대일(one-to-one)커뮤니케이션모델ㆍ21
3)다대다(many-to-many)커뮤니케이션모델ㆍ22
4.가상세계(virtualworld)의커뮤니케이션모델ㆍ24
5.매체특성에따른매체의유형화ㆍ25
6.디지털마케팅커뮤니케이션의유형별분류ㆍ29
1)비즈니스대소비자커뮤니케이션(B2C:Business-to-consumer)ㆍ29
2)비즈니스대비즈니스커뮤니케이션(B2B:Business-to-business)ㆍ38
3)소비자대소비자커뮤니케이션(C2C:Consumer-to-consumer)ㆍ43
4)소비자와비즈니스간커뮤니케이션(C2B:Consumer-to-business)ㆍ44


chapter02-상호작용성

1.상호작용성의개념ㆍ53
1)인터넷시대이전의상호작용성에대한개념정의ㆍ53
2)사용자-기계(콘텐츠)간상호작용vs.사용자-사용자간상호작용ㆍ54
3)다차원적상호작용성모델(multi-dimensionalinteractivitymodel)ㆍ58
2.상호작용성의효과와영향요인ㆍ62


chapter03-몰입형기술

1.몰입형기술의유형분류ㆍ75
1)가상현실(virtualreality)ㆍ75
2)증강현실(Augmentedreality)ㆍ76
3)혼합현실(Mixedreality)ㆍ79
4)증강가상(Augmentedvirtuality)ㆍ80
2.혼합현실과확장현실적관점ㆍ81
1)혼합현실적관점(MR-dominantview)ㆍ81
2)혼합현실중심적관점(MR-centeredview):순전한혼합현실ㆍ82
3)확장현실(XR)과X-현실(X-reality)ㆍ88
3.실재감의주요개념과영향요인ㆍ90
1)실재감의개념ㆍ90
2)실재감의개인적영향요인ㆍ92
4.가상경험의효과ㆍ93
1)실재감이광고효과에미치는영향ㆍ93
2)심성모형(mentalmodel)과심성이미지(mentalimagery)ㆍ96
3)AR이광고효과에미치는영향ㆍ98


chapter04-가상세계의사회적요인

1.사회적실재감의개념과효과ㆍ111
1)사회적실재감의개념ㆍ111
2)사회적실재감의영향요인ㆍ113
3)사회적실재감의효과ㆍ115
2.아바타의개념과효과ㆍ118
1)아바타의개념과유형ㆍ118
2)아바타의효과ㆍ124
3.메타버스의개념과적용ㆍ128
1)매체요인ㆍ129
2)개인적요인ㆍ130
3)몰입적요인(engagementfactors)ㆍ131


chapter05-소셜미디어와구전(eWOM)커뮤니케이션

1.eWOM의정의ㆍ144
2.eWOM의구조적요인과효과과정ㆍ145
1)메시지전달자관점ㆍ146
2)메시지특성ㆍ153
3)메시지수신자관점ㆍ159
4)상황적요인ㆍ163
3.eWOM행동의영향요인ㆍ164
4.부정적eWOM에관한연구ㆍ167


chapter06-소셜미디어인플루언서마케팅

1.인플루언서의정의와유형ㆍ181
1)인플루언서의정의:유명인모델과의차이ㆍ181
2)인플루언서의유형분류ㆍ182
2.인플루언서의효과및영향요인ㆍ183
1)인플루언서의입증자특성:메시지전달자역할ㆍ183
2)인플루언서의팔로워수ㆍ185
3)인플루언서와제품간적합도ㆍ187
4)콘텐츠특성ㆍ191
5)스폰서십노출효과:설득지식과준사회적상호작용(para-socialinteraction)
ㆍ192
3.가상인플루언서의특성과효과ㆍ201
1)인간인플루언서와가상인플루언서의차이ㆍ202
2)가상인플루언서의유형ㆍ203
3)가상인플루언서의효과ㆍ205


chapter07-모바일광고

1.모바일광고캠페인의구조ㆍ221
1)맥락적요인ㆍ222
2)광고관련요인ㆍ225
2.모바일광고효과의주요선행요인들ㆍ226
1)광고관련요인ㆍ226
2)모바일기술관련요인ㆍ231
3)사회적요인ㆍ232
4)개인적요인:개인화와프라이버시에대한우려ㆍ235


chapter08-온라인게임

1.온라인게임광고의개념과유형ㆍ245
1)인게임광고(in-gameadvertising)ㆍ245
2)애드버게임ㆍ247
3)소셜미디어게임ㆍ248
4)게임내광고효과를측정하는단위들ㆍ248
2.온라인게임광고의분석틀ㆍ250
1)게임적요소(gamification)가갖는긍정적효과ㆍ250
2)게임과게임속브랜드간적합도(game-brandcongruity)ㆍ256
3)개인적영향요인ㆍ261
4)사회적영향요인ㆍ264


chapter09-AI마케팅

1.AI의정의와개념ㆍ273
2.AI의마케팅적적용ㆍ276
1)마케팅조사ㆍ277
2)마케팅전략ㆍ278
3)마케팅실행ㆍ286
3.AI의윤리적고려사항ㆍ300