| Title |
A Study on Sales Promotion in Cyber Shopping Mall using Visual Marketing |
| Authors |
Kim Yeon-Ah ; Hong Won-Hwa |
| Keywords |
Cyber Shopping Mall ; Visual Marketing ; Storytelling ; Sales Promotion |
| Abstract |
This study aims to establish a visual marketing strategy through storytelling, which is a effective tools of brand identity enforcement in a cyber shopping mall. Consumption is recognized as a tool for self identification in modern society, and the advance of information and communication technology brought easy contact with diverse information. Since dreams and emotion dominates in a newly emerging market, consumers want to purchase 'topic of conversation' rather than material goods. In a cyber shopping mall, consumers depend only on cyber environment so the emotional marketing becomes more important than in off-line market. In a cyber market, as decision making for purchase depends on vision and hearing, the visualization of invisible territory (theme, emotion and service) recognized more important. |