PUBLIC DISCUSSION AND SOCIAL SHARING: PROMOTING SOCIAL INTERACTION ON DAILY DEALS SITES

Jeonghye Choi 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Daily deals sites function as an effective promotional tool for low-budget offline retailers. In particular, social interaction helps increasing sales because it not only clarifies product information but also increase product awareness. This study investigates two forms of social interaction, public discussion (posting on the within-platform deal board) and social sharing (sharing the deal information on an external SNS platform). In addition to the innate attractiveness of the deal, we hypothesize that the online and offline contexts affect the amount of social interaction. That is, (1) number of deals that are present along with the focal deal in the online platform and (2) the retail environment of the service offered in the deal affect the degree to which users participate in social interaction. An empirical analysis of deal-level data shows that the contextual factors, along with the deal attractiveness, affect the amount of social interaction. However, the effects are distinct for public discussion and social sharing. When there is a larger number of similar deals on the platform, less public discussion takes place while social sharing proliferates. Offline retail environment only affects public discussion; larger retailer revenue in the area that the deal provider is located results in greater social interaction. The innate attractiveness of the deal, defined as the past performance of deals of the same category in the same region, has contrasting effect on the two types; high attractiveness results in more public discussion but less social share. The results suggest that small offline retailers can better manage social interaction by understanding the influence of contextual factors when promoting their service products on an online platform.

연세대학교 경영연구소 2011 국제 컨퍼런스 넷-커머스: 사회적 영향과 가치 창출

최정혜(Jeonghye Choi) 연세대학교 경영연구소 2011 연세경영연구 Vol.48 No.1

THE EFFECTS OF VALUE CO-CREATION IN SOCIAL PLATFORMS ON PARTICIPATING COMPANIES' COMPETITIVE ADVANTAGE

Chang Suk Choi,Jeonghye Choi,Sang Jin Kim,Kyung Hoon Kim 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07

The Effects Of Value Co-Creation In Social Platforms On Participating Companies' Competitive Advantage

Chang Suk Choi,Jeonghye Choi,Sang Jin Kim,Kyung Hoon Kim 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

OFFLINE SOCIAL INTERACTIONS AND ONLINE SHOPPING DEMAND: DOES THE KIND OF SOCIAL INTERACTIONS MATTER?

Jeeyeon Kim,Mingyung Kim,Jeonghye Choi 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

We investigate the effect of offline social interactions on online shopping demand and the moderating role of online channel preference in this offline-online relationship. To be specific, we intend to obtain empirical evidence by answering the following questions. First, do offline social interactions affect online demand? Second, to what degree do the active versus passive kinds of offline social interactions have the differential influence on online shopping demand? Third, how does online channel preference affect the effect of offline social interaction on online shopping demand? Drawing on the related literature in the fields of social interactions and Internet retailing, we hypothesize that the active kind of offline social interactions exerts positive influence on online shopping demand whereas the passive kind of offline social interactions has negative effects. We further hypothesize that online channel preference weakens the influence that offline social interactions has for online shopping demand. Both the positive impact of active interactions and the negative impact of passive interactions diminish in determining online shopping demand as online channel preference gets greater. We obtained sales data between January 2008 and April 2010 from a leading Internet retailer that sells baby products in the U.S. The data includes the information of zip codelevel sales and shipping days. We merged this proprietary data with the following three commercial datasets purchased from ESRI (Environmental Systems Research Institute): (1) 2011 Civic Activities Market Potential, (2) 2011 Internet Market Potential, and (3) 2011 Baby Products Market Potential). Each of these datasets includes the information of offline social interactions, online shopping preferences and offline baby product sales, respectively. Finally, as we focus on the zip code-level interplay between offline social interactions and online demand, we control for regional demographics and market condition. As such, we obtained the 2010 Census data and 2009 ACS (American Community Survey) data to account for overall local environments (e.g. population density of children aged less than five years, percentage with college education). Our empirical analyses and hypotheses testing provide the following important findings. First, active offline social interactions have positive effects on online shopping demand. This indicates that active social interactions reflect information exchange among long ties, and this informational influence in turn reduces any risk and uncertainty associated with online shopping. Second, passive offline social interactions have negative effects on online shopping demand. This suggests that passive social interactions take place among local ties and generate normative influence to conform to the expectations of others about shopping behavior, making online shopping as a new channel less attractive there. Third, online channel preference is significantly positive on online shopping demand, confirming prior studies on the relationship between channel preference and demand (Changchit et al. 2014; Valentini et al. 2011). Fourth, the positive effect that active offline social interactions have for online shopping demand decreases as online channel preference increases. Regions with strong online channel preference are likely to have well-established channel propensity and the informational influence of social interactions in reducing uncertainty becomes weaker. As such, social interactions do not play a role in spreading information about the online marketplace in regions where online channel benefits are well understood (Burt 1992, 2005; Harrigan et al. 2012). Lastly, the negative influence of passive offline social interactions gets smaller as online channel preference gets greater. Online channel preference reflects the locally-determined attractiveness of the online marketplace, and this in turn weakens normative influence to conform to the expectations and shopping behaviors of local ties.

Does Proximity Really Matters? Unveiling the Role of Industrial Similarity with Ensemble Machine Learning

Hyunwoo Jung,Jeonghye Choi 한국마케팅관리학회 2023 마케팅관리연구 Vol.28 No.4

The authors investigate the role of industrial similarity and geographic proximity in predicting spending on veterinary care. Using machine learning, they find that industrial similarity plays a more substantial role than geographic proximity. Specifically, comparing feature importance reveals that industrial similarity is roughly five times as important as geographic proximity. Further, this study also investigates the importance of spender demographic information and resident demographic information in prediction performance. The result shows that spender demographic information is more important than resident demographic information in general. However, from a macro perspective, resident demographic information also holds importance.

EVALUATING REAL-TIME MOBILE COUPONS VIA FIELD EXPERIMENTS

Yeohong Yoon,Jeonghye Choi,Sarang Sunder,Minakshi Trivedi 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

With the increasing prevalence of smartphones, marketers have a keen interest in the mobile channel hoping to enhance the effectiveness of marketing activities and improve sales performance. Prior research on mobile marketing examines for example, coupon redemption, time sensitivity, and message optimization, and find that marketing activities and the corresponding performance should be understood based on contexts in which such actions are employed. Following this stream of research, we focus on the context in which consumers interact with mobile phones, and evaluate the role of real-time mobile coupons in driving e-commerce interest. To this end, we collaborate with an online retailer selling beauty products as well as a credit card company distributing mobile coupons on behalf of the online retailer. Target customers are selected using prior usage of credit cards such as category preference and spending amount. When SMS texts are being sent to smartphones with transaction confirmation, mobile coupons are attached to such texts in order to induce target consumers to sign up for the online retailer. Thus our data comes from two sources. The credit card company provides transaction information along with demographics and the online retailer track consumers’ behavior in log and purchase data. Our empirical analyses suggest that real-time contexts matter in determining the effectiveness of mobile coupons. To be specific, consumers who have just spent a small amount of money show a greater propensity to redeem the coupons despite small rewards. Also, heavy users of e-commerce tend to be more responsive to the coupons promoting the online retailer whereas those with large spending on beauty products are less likely to sign up. We discuss theoretical contributions of these findings and offer practical insights.

GROUP SIZE EFFECT IN NEW PRODUCT CROWDFUNDING

Meixiang Cui,Jeonghye Choi,Jaeyoung Lee,Subin Im 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

New product crowdfunding has become an emerging method for start-ups to finance their innovative ideas. Since driving participants’ engagement is crucial to successful fundraising, it is important to study the factors that affect participants’ motivation to back the crowdfunding projects. In this paper, we first examine the impact of goal proximity on backing motivation and then we focus on investigating how group size affects perceived personal impact and resulting motivation to back a project. To test our hypotheses, we collected backing records and creativity ratings of smart wearables projects from a crowdfunding platform in China?Demohour.com. We used daily backers added as our dependent variable to capture potential backers’ motivation to back a project and modeled it using a negative binomial model with project and time fixed effects. Our empirical analyses suggest the following. First, consistent with existing research on the goal gradient effect, the funding ratio of a project is positively related to daily backers added while the positive effect becomes insignificant after reaching 100% funding ratio. Second, group size of backers has a negative effect on potential backers’ motivation. We explain that this is because individuals exert less effort due to decreased perceived personal impact when group size grows (social loafing effect) (Karau & Williams, 1993). Finally, creativity negatively moderates the effect of group size on backing motivation that the negative effect of group size especially calls for attention when the creativity level of the project is high.

THE EFFECTS OF MERGERS AND ACQUISITIONS ON BRAND LOYALTY IN LUXURY BRANDS

Yerim Chung,Jeonghye Choi,Alex Jiyoung Kim,Hangeun Lee 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This paper examines the effects of the mergers and acquisitions (M&A) announcement through social media on the consumer perception of the luxury brand consumption. A M&A is becoming more wide spread in the luxury market. Yet, the academic research examining the M&A in the luxury brand context has been sparse albeit the growing interests. Moreover, previous research has not paid attention to the effect of social media as a vehicle to communicate the M&A deal with consumers although social media is increasingly used by luxury brands in their brand communication these days. We aim to fill the gap in the luxury brand literature by examining how a horizontal M&A announcement delivered through social media would affect the brand loyalty derived from the luxury consumption values. Specifically, our research focuses on the four distinctive luxury brand values, which are symbolic, experiential, economic and quality values as well as the perceived sustainability of the M&A deal. We examine how a M&A announcement would affect these five values which in turn influence the brand loyalty, as well as examining the differential effect of social media and non-social media as a brand communication vehicle. In addition, we examine how the vertically differentiated luxury brand perceptions (i.e. different luxury tiers) between acquiring and acquired brands influence the consumption values and brand loyalty. Using a scenario-based online survey, our results reveal several interesting insights on the luxury brand M&A. First, our results show that use of social media as a communication vehicle has differential effects on how the M&A announcement influences consumption values and brand loyalty, comparing with the non-social media communication vehicle. Second, we find that a M&A announcement via social media has a positive impact on the consumer values. Third, the symbolic and experiential values have a positive influence on the brand loyalty, regardless of the luxury tier difference between brands. Fourth, our results show that the perceived sustainability has a positive impact on the brand loyalty as long as the M&A was completed between brands at different tiers. Fourth, the perceived quality has a positive impact on the brand loyalty only if the brand is acquired by a less prestigious brand. Lastly, economic value has a positive impact on the brand loyalty only if the acquiring brand is of more luxurious. In sum, our paper provides useful insights to both academics as well as practitioners in the luxury brand M&A context.

심경, 신경의 오수혈 침자가 Mitochondrial Respiratory Chain Complexes에 미치는 영향

최동희 ( Donghee Choi ),이유미 ( Yumi Lee ),김미래 ( Mirae Kim ),박정혜 ( Jeonghye Park ),김혜란 ( Hyeran Kim ),나창수 ( Changsu Na ),윤대환 ( Daehwan Youn ) 경락경혈학회 2020 Korean Journal of Acupuncture Vol.37 No.1

Objectives : Mitochondria are typically known as intracellular double membrane-bound structures that supply energy for intracellular metabolism including Krebs cycle and beta-oxidation. Also, acupuncture has been known to stimulate the flow of energy. To explore the effect of acupuncture on the mitochondrial respiratory chain activities in rat’s heart and kidneys, the activities of mitochondrial respiratory chain complexes I to IV were observed. Methods : The rats were divided into 11 groups; Normal (no acupuncture treatment and under anesthesia for 10 min), heart meridian five-transport-points (acupuncture treatment at HT9, HT8, HT7, HT4 and HT3 under anesthesia for 10 min), and kidney meridian five-transport-points (acupuncture treatment at KI1, KI2, KI3, KI7 and KI10 under anesthesia for 10 min). All rats were sacrificed and the heart and kidneys were examined for the changes of respiratory chain activities. Results : Acupuncture at HT7 increased the activity of succinate dehydrogenase; acupuncture at KI2 increased the activity of ubiquinol cytochrome C oxidoreductase; and acupuncture at HT9, HT8, HT3 and KI1 increased activities of cytochrome C oxidase. Conclusions : Acupuncture assists mitochondrial repiratory chain activity via the Cytochrome C oxidase signaling pathway in heart and kidney of rats.