혼합연구방법을 통한 프로모션 참여 요인의 탐색적 연구: 커피전문점 프로모션 사례를 중심으로
- Title
- 혼합연구방법을 통한 프로모션 참여 요인의 탐색적 연구: 커피전문점 프로모션 사례를 중심으로
- Other Titles
- An Exploratory Study of the Engagement Factors in Promotion Using Mixed Methods: Focusing on the Special Promotion of Coffee Company
- Author
- 한상린
- Keywords
- Consumer engagement; Promotion; Mixed methods; LDA; grounded theory
- Issue Date
- 2021-10
- Publisher
- 한국경영학회
- Citation
- 경영학연구, v. 50, NO. 5, Page. 1381-1400
- Abstract
- This study is trying to investigate the underlying factors of consumer participation to the special promotion strategy. The most representative example of this kind of special promotion is Starbucks Summer Promotion Event. A lot of people are trying to participate to this special promotion event. Why do many people are participating to Starbucks summer promotion and what are the underlying factors of customer engagement. We tried to answer these research questions by using the mixed methodology with quantitative and qualitative study. Especially, we tried to use Python language with LDA (Latent Dirichlet Allocation) technique to analyze Instagram online data. Managerial implications and the limitations of the study were also discussed.
- URI
- https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE10616824&language=ko_KR&hasTopBanner=truehttps://repository.hanyang.ac.kr/handle/20.500.11754/176364
- ISSN
- 1226-1874
- DOI
- 10.17287/kmr.2021.50.5.1381
- Appears in Collections:
- COLLEGE OF BUSINESS[S](경영대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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