A Customer Value Theory Approach to the Engagement with a Brand : The Case of KakaoTalk Plus in Korea


So-Hyun Lee, ji-eun Lee, Hee-Woong Kim

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As an increasing number of people gained access to social network services (SNS), organizations started to use SNS as a channel for marketing and promotional purposes. The online advertising market has significant growth potential. Brand engagement is a key motive for online advertising, but how SNS users engage with brands, particularly in terms of the promotion of organizations, is poorly understood. This study uses customer value theory to examine brand engagement of users in terms of promoting companies in the context of Korean SNS marketing. This study identifies the antecedents of brand engagement based on customer value theory. Our findings show the significance of three factors of SNS marketing, namely, price discount, relationship support, and convenience, on brand engagement. We further show the consequences of brand engagement, namely, purchase decisions and word-of-mouth activities. These findings help advance customer value theory and offer practical insights into the use of information systems and marketing in the context of SNS.


 Ⅰ. Introduction
 Ⅱ. Conceptual Background
  2.1. SNS Marketing
  2.2. Brand Engagement
  2.3. Customer Value Theory and Conceptual Framework
 Ⅲ. Research Model and Hypotheses
 Ⅳ. Research Methodology
  4.1. KakaoTalk and KakaoTalk Plus
  4.2. Instrument Development
  4.3. Data Collection
 Ⅴ. Data Analysis and Results
 Ⅵ. Discussion and Implications
  6.1. Discussion of Findings
  6.2. Limitations and Future Research Directions
  6.3. Implications for Research and Practice
 Ⅶ. Conclusion


  • So-Hyun Lee Post-doc researcher, Kogod School of Business, American University, U.S.A. and Graduate School of Information, Yonsei University, Korea
  • ji-eun Lee Researcher, Graduate School of Information, Yonsei University, Korea
  • Hee-Woong Kim Professor, Graduate School of Information, Yonsei University, Korea


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