Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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A Study on Negative Word-of-mouth Virality of Social Media Using Big Data Analysis: From the Supply Chain Risk's Perspective

빅데이터 분석을 이용한 소셜 미디어의 부정적 구전 파급력에 관한 연구: 공급사슬 리스크 관점에서

  • 정의범 (한신대학교 글로벌협력대학 경영학과)
  • Received : 2022.01.17
  • Accepted : 2022.02.11
  • Published : 2022.04.30
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Abstract

As the business ecosystem has become more uncertain, the sources of supply chain risk have also been becoming more diverse. In particular, due to the development of informational technology in recent years, firms need to consider the emerging supply chain risk sources as well as traditional supply chain risk sources. A typical example is negative word-of-mouth by social media. Therefore, we investigated the virality of negative word-of-mouth on manufacturing firms by using YouTube as a representative social media. More specifically, we investigated how the social capital of the video creator influences the virality of negative word-of-mouth and how the emotional tone of the video affects the virality of negative word-of-mouth. In conclusion, the social capital of the video creator influenced the scale and speed of negative word-of-mouth. Furthermore, negative emotion words moderated the relation between the social capital of the video creator and the scale of negative word-of-mouth.

비즈니스 생태계의 불확실성이 증가함에 따라 공급사슬 내에서 야기는 되는 리스크의 종류도 매우 복잡하고 다양해 지고 있다. 특히 최근 정보통신기술의 발달로 기존 기업이 직면하던 전통적인 공급사슬 리스크 요인 이외에 새로운 리스크 요인을 고려할 필요가 있다. 대표적으로 소셜 미디어를 통한 부정적 구전을 예를 들 수 있다. 이에 본 연구는 대표적인 소셜 미디어인 유튜브(YouTube) 통해 제조 기업을 대상으로 부정적 구전의 파급력에 대해서 연구하였다. 보다 구체적으로는 부정적 구전의 제작자의 사회적 자본이 부정적 구전의 파급력에 어떤 영향을 주는 살펴보고, 그 과정에서 동영상의 부정적 감정이 어떤 역할을 하는지 연구하였다. 그 결과 부정적 구전 생성자의 사회적 자본은 부정적 구전의 규모와 속도에 영향을 주며, 나아가 동영상의 부정적 감정 단어는 동영상 제작자의 사회적 자본과 부정적 구전의 규모에 있어 조절효과를 보였다.

Keywords

Acknowledgement

이 논문은 한신대학교 학술연구비 지원에 의하여 연구(창작) 되었음

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