Lee Seungyoon

(English) Lee Seung-Yoon is a digital cultural psychologist. He received a master’s degree in consumer psychology at the University of Wales, UK and a doctoral degree in business administration at McGill University, Canada. Currently a professor of marketing at the Business School at Konkuk University and director of Digital Marketing Laboratory (www.digitalmarketinglab.co.kr), a non-profit research and academic organization, Lee carries out various studies with digital/big data experts. He’s achieved exceptional performances in consumer psychology studies and published numerous articles in well-known academic journals in the field of advertising and psychology, including Journal of Advertising, Journal of Personality, and Social Psychology. Lee has served as a consultant in the digital marketing field for various corporations and organizations such as Shinhan Bank, Nonghyup, Binggrae, and Daekyo. He recently opened the community consulting platform Branduck (www.branduck.co.kr) in collaboration with the digital marketing consulting group BeRoute to more actively share opinions on community strategies with corporations and individuals. As a result of researching which consumer experience strategies should be employed for corporations to better communicate with consumers, he asserts that in this time of digital transformation, success for every business relies on community. Since making consumers strong fans is a prerequisite for the survival of corporations, it’s essential to design a community that serves as a base for establishing a fandom that can derive innovative ideas from fans. In this book, Lee introduces the essence of community and the concrete strategies necessary to build a successful community, which have been major talking points among so-called flourishing companies. This will provide a roadmap for not only marketing personnel but also those who contemplate the relationship between brands and consumers. Lee’s works include Think Digital, Space Is Experience, Think Like Google, Viral, and Digital Social Media Marketing.

(Chinese) 作者是数字文化心理学家，在英国威尔士大学获得消费者心理学硕士学位，在加拿大麦吉尔大学获得经营学博士学位，目前在建国大学商学院市场营销系担任教授，同时担任非营利性研究学术组织——数字营销研究所(www.digitalmarketinglab.co.kr)的所长，与数字和大数据专家一起开展各种研究活动。他在消费者心理学研究方面取得了非凡的成果，并在广告心理学领域的知名学术期刊《广告杂志Journal of Advertising》、《社会心理学杂志Journal of Personality and Social Psychology》等上发表了多篇论文。他曾为新韩银行、农协、Binggrae、Daekyo等韩国知名企业和机构的数字营销部门提供咨询服务。最近，为了与更多企业和个人分享他在社群战略方面的想法，他与数字营销咨询公司BeRoute合作开设了社区咨询平台Branduck(www.branduck.co.kr)。他研究了企业与消费者沟通所需要采取何种客户体验策略，坚信数字转型时期所有事业的成功都取决于“社群”。也就是说，在当前企业将消费者转化为粉丝的时代，构建粉丝团体成为企业生存的关键，而设计社群成为建立创新想法的基础则是重中之重。在这本《社群如何成为品牌的武器》中，他介绍了最近所有企业都将营销视为主要话题的社群实体和建立成功社群的策略。这本书将成为营销实践者以及关心品牌和消费者关系所有人的路线图。他的著书有《用数字思考》、《空间是经验》、《像谷歌一样思考》、《病毒式营销》、《数字社交媒体营销》等。