Advertising on social networking website : lessons from Cyworld, a South Korea based online network

Abstract

Empowered by technologies, more sophisticated and dynamic consumers has become the major force influencing communications. Accordingly, the Internet has been accepted as an innovative, new - although perhaps alternative -- media for over a decade now. Therefore, this paper focuses on weblog advertising, one of Internet advertising forms, as a marketing and communications tool to leverage the power of social networks to create innovative brand experiences. The case of Brand Minihompy, a new marketing medium on Cyworld, South Koreans' social networking website will be scrutinized to look at how marketers can create these experiences for their customers.