이경전, 이종철, 유비쿼터스 구전 마케팅 시나리오와 비즈니스 모델 개발, 한국지능정보시스템학회 논문지, 12(1):163-174, 2006. (PDF) in Korean
This paper provides a corporation’s marketing strategy under a ubiquitous computing environment: a WOM(word-of-mouth) marketing using RFID(Radio Frequency Identification) technology and a business model which facilitates the word-of-mouth marketing. To this end, we examine the word-of-mouth communication effects on consumers’ life, changes in corporations’ attitude toward word-of-mouth marketing, and the difficulties that corporations have in conducting word-of-mouth marketing. The business model this paper suggests makes seamless business-to-consumer and consumer-to-consumer networking possible using the RFID technology and facilitates the word-of-mouth marketing through incentive system of each economic player.