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http://dx.doi.org/10.9723/jksiis.2014.19.2.105

A Study on Social Media Market Competition based on User Gratification  

Huang, Yunchu (광운대학교 경영학부)
Baek, Heon (서강대학교 경영전문대학원)
Yang, Chang-Gyu (경기관광공사 경열기획실)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.19, no.2, 2014 , pp. 105-117 More about this Journal
Abstract
The change of social media market toward multimedia environment makes users select social media according to preference factor's gratification and this also causes competition among various social medias. So this study focused on competition among social media from the perspective of users' gratification while considering multimedia environment of social media market. The widely known Niche theory is used to confirm competitions among media in an environment with limited resource. According to research result, (1) Facebook and Kakao Talk mostly satisfies users' expectations; (2) Facebook and Kakao Talk form leading group and Blog, Youtube and Twitter form chasing group in this competition; (3) Kakao Talk greatly satisfies users' various expectations. The research result implies that, for social media to have competitive advantage in the market, it is better to provide convenience and real-time responsiveness in mobile environment and to improve service so that users could more easily utilize network.
Keywords
Social media; Facebook; Kakao Talk; Bolg; Youtube; Twiter; Niche theory;
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Times Cited By KSCI : 3  (Citation Analysis)
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