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http://dx.doi.org/10.14400/JDC.2018.16.12.579

Study on the Components of Social Media Users' Value Expectation  

Kim, Chulho (Division of Media Contents, Cheongju University)
Publication Information
Journal of Digital Convergence / v.16, no.12, 2018 , pp. 579-591 More about this Journal
Abstract
The purpose of this research is to increase an understanding of social media users and construct a strategic, administrative foundation to measure the efficiency of communicating with them by validly classifying components of social media users' value expectation(VE). Reviewing prior research, in-depth interviews as qualitative research, pre-test and main survey as quantitative research are conducted. The result of quantitative research shows that social media users' VE was categorized in terms of utilitarian, hedonic, relational, self-evident, ethical, system functional, participative, self-ostentatious, and self-hiding perspectives. The significance of this study is as follows: 1) It views communication, psychology, marketing, media and etc. related fields from an integrated perspective. 2) It segments and categorizes social media users' VE from a practical perspective. 3) It contributes to constructing a foundation to predict, confirm, and manage social media users' attitudes from an administrative perspective. Thus, this research will aid future research on social media users' attitude using the constructed VE components as variables and future research that uses this as a basis to find media effects.
Keywords
Social Media; Marketing Communication; Value Expectation; Interdisciplinary Perspective; Convergent Communication;
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Times Cited By KSCI : 6  (Citation Analysis)
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