Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Exploring the Effect of "Tag" on SNS - focus on tagging in Facebook

SNS 상의 친구추천의 의미 - 페이스북에서의 '소환'을 중심으로

  • Bang, Jounghae (College of Business Administration, Kookmin University) ;
  • Suh, Hyunju (Dept. of Business Administration, Ewha Womans University) ;
  • Lee, Jumin (Dept. of Marketing.Sustainable Business Leadership, Kyung Hee Cyber University)
  • 방정혜 (국민대학교 경영대학) ;
  • 서현주 (이화여자대학교 경영학과) ;
  • 이주민 (경희사이버대학교 마케팅.지속경영리더십학과)
  • Received : 2016.03.16
  • Accepted : 2016.06.02
  • Published : 2016.06.30
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Abstract

This study explores the effect of tagging in Social Network Services, especially Facebook, which has become popular as a marketing platform. In Facebook, users generally make recommendations using 'Like', 'Share', or 'Tag'. 'Tag' is different from 'Like' or 'Share' in that it can be used to deliver certain messages directly to specific people based on their interests or characteristics. Tagging can be categorized into rewarded tagging and non-rewarded tagging. As a result of our exploratory research, we found that non-rewarded tagging by certain users can indicate that the people, who are tagged, are interested in the contents of the users and share the same interest as them. Also, tagging indicates that these users want to share these services, such as restaurants and tours, with their friends who are tagged in the contents. Therefore, this study sheds light on the importance of the tagging function, as well as 'Like' and 'Share'.

본 연구는 소셜 네트워크 서비스(SNS)에서 행해지는 친구 추천 활동 중, '소환'을 중심으로 그 의미와 마케팅적 시사점을 고찰하였다. 특히 마케팅 플랫폼으로 발전해 가고 있는 페이스북을 대상으로 활동을 살펴보았다. 페이스북에서 사용자들이 기본적으로 하는 추천활동으로는 '좋아요', '공유', '소환'을 들 수 있다. '소환'은 사용자의 지인의 선호나 특성, 사용자와의 관계를 고려하여 특정 지인을 지목하여 직접 메시지를 전달한다는 관점에서 '좋아요', '공유'와는 차이가 있다. 사용자들의 자발적 추천 행동인 '소환'에 대한 탐색 조사를 실시한 결과, 사용자들이 게시된 컨텐츠가 유용하거나 재미있고 해당 게시물에 관심을 가질 가능성이 높은 친구가 누구인지 판단하여 소환을 하며, 특히 음식점, 여행 등의 비즈니스 영역에서는 함께 하고자 하는 의지가 있을 때 소환을 사용하는 것으로 나타났다. 이러한 결과는 소환을 하는 사용자 뿐만 아니라 공통관심사를 가진 특정 지인을 지목하여 마케터들에게 노출시킨다는 관점에서 타 추천활동과는 차별화된다. 따라서 '좋아요'와 '공유'뿐만 아니라 '소환'에 대한 연구와 활용이 향후 심도있게 이루어져야 할 것이다.

Keywords

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