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