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http://dx.doi.org/10.9708/jksci.2021.26.02.221

Effect of Participant Activity of SNS Based Online Event on the Diffusion  

Hong, Jae-Won (Dept. of Global Trade, Gyeongnam National University of Science and Technology)
Kwak, Jun-Sik (Div. of Global Business Administration, Dongseo University)
Publication Information
Journal of the Korea Society of Computer and Information / v.26, no.2, 2021 , pp. 221-227 More about this Journal
Abstract
In this paper, we tried to explore factors influencing the diffusion of online events through SNS by analyzing the online footprint of consumers. To this end, log data of online events conducted by "C" beer brands were collected and analyzed. The analysis unit of log data was set for each one hour, and the analyzing method used descriptive and regression analysis. Results are as follows. First, factors influencing the diffusion of the view of SNS-based online events were like, friend used coupon, and friend size. In particular, the size of friends had the greatest impact on the diffusion, which again suggests the importance of social hubs in online events. Second, factors influencing the diffusion of the number of inflows were also like, friend used coupon, and size of friends. Third, it was found that the number of reply did not affect the diffusion of views and inflows. This study is meaningful that it suggested an alternative plan to increase the effect of online events by using real data.
Keywords
Online event; Online activity; Promotion; SNS; Diffusion;
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