Browse > Article
http://dx.doi.org/10.13088/jiis.2014.20.2.001

A Network Analysis of Information Exchange using Social Media in ICT Exhibition  

Ha, Ki Mok (Technology & Standards Team, Department of Technology & Quality)
Moon, Hyun Sil (School of Management and Management Research Institute, Kyunghee University)
Choi, Il Young (School of Dance, Kyunghee University)
Kim, Jae Kyeong (School of Management and Management Research Institute, Kyunghee University)
Publication Information
Journal of Intelligence and Information Systems / v.20, no.2, 2014 , pp. 1-17 More about this Journal
Abstract
The proliferation of using social media and social networking services affects the lifestyles of people. These phenomena are useful to companies that wish to promote and advertise new products or services through these social media; these social media venues also come with large amounts of user data. However, studies that analyze the data of social media within the perspective of information exchanges are hard to find. Much of the previous research in this area is focused on measuring the performance of exhibitions using general statistical approaches and piecemeal measures. Therefore, in this study, we want to analyze the characteristics of information exchanges in social media by using Twitter data sets, which are relating to the Mobile World Congress (MWC). Using this methodology provides exhibition organizers and exhibitors to objectively estimate the effect of social media, and establish strategies with social media use. Through a user network analysis, we additionally found that social attributes are as important as the popular attribute regarding the sustainability of information exchanges. Consequently, this research provides a network analysis using the data derived from the use of social media to communicate information regarding the MWC exhibition, and reveals the significance of social attributes such as the degree and the betweenness centrality regarding the sustainability of information exchanges.
Keywords
Social Network Analysis; User Network; Social media; Information Exchange;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Cavanaugh, S., "Setting Objectives and Evaluating the Effectiveness of Trade Show Exhibits," Journal of Marketing, Vol.40, No.4(1976), 100-103.
2 Gartner, Gartner Says Social-Networking Services to Replace E-Mail as the Primary Vehicle for Interpersonal Communications for 20 Percent of Business Users by 2014, 2010. Available at http://www.gartner.com/it/page.jsp?id=1467313.
3 Greipl, E. and E. Singer, Auslandsmessen als Instrument der Aussenhandelsfoerderung, Duncker and Humblot, Berlin, 1980.
4 Gopalakrishna, S. and J. D. Williams, "Planning and performance assessment of industrial trade shows: an exploratory study," International Journal of Research in Marketing, Vol.9(1992), 207-224.   DOI   ScienceOn
5 Hansen, K., "From Selling to Relationship Marketing at International Trade Fairs," Journal of Convention & Exhibition Management, Vol.2(2000), 37-53.   DOI
6 Hansen, K., "Measuring performance at trade shows Scale development and validation," Journal of Business Research, Vol.57(2004), 1-13.   DOI   ScienceOn
7 Jamali, M. and H. Abolhassani, "Different Aspects of Social Network Analysis," Proceedings of the 2006 IEEE/WIC/ACM International Conference on Web Intelligence (2006), 66-72.
8 Mori, J., T. Sugiyama, and Y. Matsuo, "Realworld Oriented Information Sharing Using Social Networks", Proceedings of the 2005 international ACM SIGGROUP conference on Supporting group work, (2005), 81-84.
9 Kerin, R. A. and W. L. Cron, "Assessing trade show functions and performance: an exploratory study", The Journal of Marketing, Vol.51, No.3(1987), 87-94.   DOI   ScienceOn
10 Kim, H. J., I. S. Son, and D. W. Lee, "The Viral Effect of Online Social Network on New Products Promotion: Investigating Information Diffusion on Twitter," Journal of Intelligence and Information Systems, Vol.18, No.2(2012), 107-130.   과학기술학회마을
11 Konikow, R. B., How to Participate Profitably in Trade Shows, rev. ed. Chicago: The Dartnell Corporation, Exhibit Design, New York: Photographic Book Company, 1983.
12 Li, L. Y., "The effects of firm resources on trade show performance: how do trade show marketing processes matter?," Journal of Business & Industrial Marketing, Vol.23, No.1(2008), 35-47.   DOI   ScienceOn
13 Mayfield, T, D., What is Social Media?, NDU Press, 2011. Available at http://www.au.af.mil/au/awc/awcgate/jfq/mayfield_strat_for_soc_media.pdf.
14 Otte, E. and R. Rousseau, "Social network analysis: a powerful strategy, also for the information sciences," Journal of Information Science, Vol.28, No.6(2002), 441-453.   DOI   ScienceOn
15 Park, W. K., C. Choi,, H. S. Moon, I. Y. Choi, and J. K. Kim, "A Comparative Study of Information Delivery Method in Networks According to Off-line Communication," Journal of Intelligence and Information Systems, Vol.17, No.4(2011), 131-142.   과학기술학회마을
16 Freeman, L. C., "A Set of Measures of Centrality Based on Betweenness," Sociometry, Vol.40, No.1(1977), 35-41.   DOI   ScienceOn
17 Freeman, L.C., "Centrality in Social Networks Conceptual Clarification," Social Networks, Vol.1, No.3(1979), 215-239.
18 Rosson, P. J. and F. H. R. Seringhaus, International trade fairs: Firms and government exhibits. In F. H. R. Seringhaus & P. J. Rosson (Eds.), Export development and promotion: The role of public organization, Kluwer Academic Publishers, Boston, 1991.
19 Sharland, A. and P. Balogh, "The value of nonselling activities at international trade shows," Industrial Marketing Management, Vol.25 (1996), 59-66.   DOI   ScienceOn
20 Shipley, D., C. Egan, and K. S. Wong, "Dimensions of trade show exhibiting management," Journal of Marketing Management, Vol.9 (1993), 55-63.   DOI   ScienceOn
21 Smith A. M., B. Shneiderman, N. Milic-Frayling, E. M. Rodrigues, V. Barash, C. Dunne, T. Capone, A. Perer, and E. Gleave, "Analyzing (social media) networks with NodeXL," Proceedings of the fourth international conference on Communities and technologies, (2009), 255-264.
22 Sohn, J. S., S. W. Cho, K. L. Kwon, and I. J. Chung, "Improved Social Network Analysis Method in SNS," Journal of Intelligence and Information Systems, Vol.18, No.4(2012), 117-127.   과학기술학회마을
23 Vikrant T., A. Himanshu, K. Abhay, C. Vinay, A. Swati, and K. Prateek, "Social Network Analysis of the Short Message Service," Proceedings of 2010 National Conference on Communications (NCC), (2010), 1-5.
24 Lietsala, K. and E. Sirkkunen, Social media: Introduction to the tools and processes of participatory economy, Hypermedia Laboratory Net Series 17, UNIVERSITY OF TAMPRER, Finland, 2008.
25 Smith, T. M., S. Gopalakrishna, and P. M. Smith, "The complementary effect of trade shows on personal selling," International Journal of Research in Marketing, Vol.21(2004), 61-76.   DOI