메타버스⋅AI 기술을 활용한 K-뷰티 디지털 마케팅 생태계의 수출 효과 실증연구: 대구형 메타버스 융합 플랫폼을 통한 지역 뷰티산업 글로벌 브랜딩 전략

• 영문명: Export Impact Analysis of K-Beauty Digital Marketing Ecosystem Through Metaverse-AI Integration: A Case Study of Daegu Regional Beauty Industry's Global Branding Strategy
• 발행기관: 케이뷰티인학회
• 저자명: 이재훈 이준영
• 간행물 정보: 『케이뷰티인학회지』제5권 제2호, 65~73쪽, 전체 9쪽
• 주제분류: 예술체육 > 의상
• 파일형태: PDF
• 발행일자: 2025.08.30

국문 초록

This study empirically analyzed the global branding strategies and digital marketing effectiveness of regional small and medium-sized beauty enterprises through a K-beauty digital marketing platform utilizing metaverse and AI technologies in Daegu Metropolitan City. The research aimed to overcome the limitations of online marketing for beauty products with experiential characteristics and verify the performance of a new marketing model that applies influencer marketing and social media diffusion effects to digital platforms. Based on innovation diffusion theory and technology acceptance model, this study analyzed the marketing performance of 58 participating beauty companies and brand communication effects of 306 brands on the platform. The main findings are as follows: First, AI-powered digital marketing centered on metaverse content showed significant effects with 2.3 times higher buyer inquiry rates and improved brand awareness compared to traditional offline marketing. Second, content marketing combining K-beauty cultural storytelling with virtual experiences positively influenced overseas buyers' brand preferences and purchase intentions. Third, relative advantage and perceived usefulness served as key factors in small and medium enterprises' adoption of digital marketing tools and brand activation. These results empirically demonstrate the potential for digital transformation in experiential goods marketing and the effectiveness of K-beauty global branding strategies through cultural marketing. The study provides strategic implications for marketing practitioners and policymakers regarding influencer collaboration models, cultural content marketing, and omnichannel brand experience design.

목차

I. 서론

II. 이론적 배경

III. 연구 방법

IV. 연구 결과

V. 결론 및 시사점

참고문헌

키워드

K-Beauty Metaverse Digital Marketing Global Branding Technology Acceptance Model (TAM)