References

Books and
academic

Chaffey, D., and Ellis Chadwick, F. (2016). Digital marketing: Strategy, implementation and practice (6th ed.). Pearson.
Cialdini, R. B. (2009). Influence: Science and practice (5th ed.). Pearson Education.
Cialdini, R. B. (2016). Pre suasion: A revolutionary way to influence and persuade. Simon and Schuster.
Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux.
Kingsnorth, S. (2016). Digital marketing strategy: An integrated approach to online marketing. Kogan Page.
Kotler, P., and Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., and Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Kumar, D. (2021). Marketing in the digital age (1st ed.). Sage Publications.
Prahalad, C. K., and Ramaswamy, V. (2004). Co creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. doi.org/10.1002/dir.20015
Ries, E. (2011). The lean startup. Crown Business.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Thaler, R. H., and Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press.
Zuboff, S. (2019). The age of surveillance capitalism. PublicAffairs.

Brand24. (2025, May 9). A complete guide to AI social media analysis. brand24.com
Cox, L. (2022). 27 mission and vision statement examples. HubSpot Blog. blog.hubspot.com
Inamoto, R. (2024). Welcome to the brand new rules of advertising. Fast Company. fastcompany.com
Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., and Buckley, N. (2015). Strategy, not technology, drives digital transformation. MIT Sloan Management Review. sloanreview.mit.edu
McKinsey Digital. (2016). Industry 4.0 after the initial hype. mckinsey.com
Petit, Z. (2024). The rebrand is dead. Welcome to the age of the brand refresh. Fast Company. fastcompany.com
PR Smith. (n.d.). SOSTAC planning model. Smart Insights. smartinsights.com
Prowly. (2024, October 17). Guide to brand reputation analysis. prowly.com
Spence, B. (2022). How to do customer research in digital marketing. Exposure Ninja. exposureninja.com
Think with Google. (n.d.). Micro moments: Your guide to winning the shift to mobile. thinkwithgoogle.com
VistaPrint. (2025). Digital marketing vs. traditional marketing. vistaprint.com

Coupang. (n.d.). Company overview. aboutcoupang.com
Fair Trade Commission Korea. (n.d.). Consumer protection and fair competition policy. ftc.go.kr
Kakao. (n.d.). Kakao business and advertising solutions. business.kakao.com
Korea Creative Content Agency. (n.d.). Digital content and platform industry reports. kocca.kr
Korea Internet and Security Agency. (n.d.). Personal information protection and cybersecurity resources. kisa.or.kr
Naver. (n.d.). Advertising and business resources. business.naver.com
Personal Information Protection Commission. (n.d.). Privacy policy and enforcement information. pipc.go.kr
Reuters. (2025). South Korea investigates data breach affecting major e commerce platform. reuters.com
Statistics Korea. (n.d.). National statistics portal. kostat.go.kr
Viva Republica. (n.d.). Toss company overview. en.wikipedia.org

Airbnb. (n.d.). About us. airbnb.com
Amazon. (n.d.). About Amazon. aboutamazon.com
Amazon Science. (n.d.). Machine learning and personalization. amazon.science
Brand24. (n.d.). AI social listening tool. brand24.com
BrandMentions. (n.d.). Home page. brandmentions.com
BuzzFeed. (n.d.). About BuzzFeed. buzzfeed.com
Cowboy. (n.d.). Electric bikes for urban riders. cowboy.com
Duolingo. (n.d.). The world's best way to learn a language. duolingo.com
Google. (n.d.). Google Analytics help. support.google.com/analytics
GoPro. (n.d.). Cameras, lights, and accessories. gopro.com
HubSpot. (n.d.). Marketing statistics and benchmarks. hubspot.com
IKEA. (n.d.). About us. ikea.com
Mercedes Benz. (n.d.). Mercedes me adapter. mercedes-benz.com
Moz. (n.d.). Beginner's guide to SEO. moz.com
Netflix. (n.d.). Netflix technology blog. netflixtechblog.com
Six Sisters' Stuff. (n.d.). Family recipes, food, and cooking. sixsistersstuff.com
SocialBlade. (n.d.). Social media analytics. socialblade.com
Spotify. (n.d.). For developers and data stories. developer.spotify.com
Walmart. (n.d.). Walmart corporate. corporate.walmart.com
We Are Social. (n.d.). We Are Social UK. wearesocial.com

Business Development Bank of Canada. (2020). What is an average marketing budget for a small business? bdc.ca
DataReportal. (n.d.). Global digital insights. datareportal.com
DataReportal. (2025). Digital 2026: Global Overview Report. datareportal.com
Murphy, L. (n.d.). SaaS churn rates: How high is too high? Sixteen Ventures. sixteenventures.com
Nielsen. (2022). 2022 global annual marketing report: Era of alignment. Nielsen.
Social Insider. (n.d.). Social media analysis guide. socialinsider.io
Social Insider. (n.d.). Social media benchmarks: Key insights. socialinsider.io
Statista. (n.d.). Digital marketing and social media statistics. statista.com
Stokes, R. (n.d.). eMarketing: The essential guide to marketing in a digital world. open.uct.ac.za

Dove. (2013). Dove real beauty sketches: Case study. Unilever.
Khleif, S., Khleif, S., and Khleif, S. (2017). Marketing plan vs. marketing campaign. Imagine Media Consulting.
Reuters. (2025). South Korea investigates data breach affecting major e commerce platform. reuters.com
The New York Times. (n.d.). Company overview. nytco.com