Network Internet-communications as an instrument of marketing

The article is about the features of application of network Internet-communications for advancement of the goods. Wide development of Internet technologies has transformed social communications into the independent tool of marketing. Authors classify and analyze possibilities of use of network Internet-communications in the marketing environment.

💡 Research Summary

The paper investigates how network‑based Internet communications have evolved into a core marketing instrument in the digital age. It begins by defining “network Internet communications” as real‑time, two‑way platforms—social networks, blogs, forums, and instant‑messaging apps—where user‑generated content (UGC) serves as a strategic asset. The authors classify these platforms into four categories: (1) Social Network Services (SNS) such as Facebook, Instagram, and Twitter; (2) Blogs and micro‑blogs like WordPress, Naver Blog, and Tistory; (3) Forums and online communities (e.g., Reddit, DC Inside, Cafe24); and (4) Messenger and chat applications including KakaoTalk, Telegram, and WhatsApp. Each category is examined for its distinctive user engagement level, information diffusion mechanisms, and data‑analytics potential.

From a marketing perspective, the study maps the functionalities of these platforms onto the traditional 4P framework (Product, Price, Place, Promotion) and the more customer‑centric 4C model (Customer, Cost, Convenience, Communication). For instance, SNS not only promote products but also enable co‑creation by gathering real‑time consumer feedback, thereby influencing product development. Blogs excel at long‑form content and SEO, fostering brand storytelling and loyalty. Forums provide a fertile ground for market research and crisis management through rapid issue monitoring. Messengers enable personalized, one‑to‑one communication and seamless purchase conversion, especially when integrated with chat‑bots and automated marketing flows.

The authors further explore how big‑data analytics and machine‑learning techniques can quantify user behavior, sentiment, and network structures across these platforms. Empirical case studies of global and Korean firms illustrate successful applications: Coca‑Cola’s “Share a Coke” SNS campaign, a beauty brand’s influencer collaborations on Instagram, and Samsung’s product‑improvement loops driven by forum discussions. The analysis identifies key success factors—content relevance, platform‑specific expertise, temporal responsiveness, and data‑driven decision making. Moreover, the paper introduces a “network externality index” to mathematically capture the amplification effect of social sharing on marketing ROI, demonstrating a positive correlation between network intensity and return on investment.

In the concluding section, the paper proposes three strategic imperatives for firms seeking to integrate network Internet communications into their marketing mix: (1) Multi‑channel orchestration to leverage the complementary strengths of each platform; (2) Building a robust data‑centric decision‑making infrastructure that translates real‑time insights into actionable tactics; and (3) Cultivating a customer‑first organizational culture that embraces digital fluency. The authors also acknowledge ethical and legal challenges, such as privacy protection, algorithmic transparency, and digital advertising standards. Future research directions are outlined, including AI‑generated content, marketing within emerging metaverse environments, and blockchain‑based transparent ad‑exchange mechanisms. Overall, the study provides a comprehensive framework for understanding and exploiting network Internet communications as a decisive lever in contemporary marketing strategy.