• Information Systems Review
• /
• v.14 no.1
• /
• pp.21-35
• /
• 2012

The rapid growth and popularity of Twitter have been one of the most influential phenomena in the era of social network system and the mobile internet, which also opens up opportunities for new business strategies; in particular, PR and marketing area. This study analyzed use of Twitter in terms of user characteristics and message attributes. Actual field data from the Twitter for PR and Marketing of a representative Korean IT company (Company "K") was used for this analysis. Research findings show that overall corporate twitter users show passive attitude in retweet behavior. Also, users who have relatively small network size (less than 1,000) are more active in retweet than power twitterians that have big network size(over than 10,000). It is showed that the rate of retweet is higher in the order of recruiting, promotional event, IT information, and general PR message. In the conclusion section, practical implications based on the research finding are thoroughly discussed.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2011.11a
• /
• pp.80-82
• /
• 2011

트위터는 빠르고 쉽게 많은 사람들에게 다양한 정보를 전달해 줄 수 있는 특징을 가지고 있다. 이에 많은 기업과 기관들이 트위터를 이용해 홍보나 마케팅에 접목시키고 있으며 각종 소식과 공지 사항 등을 고객이나 소속된 사람들에게 빠르게 전달하고 있다. 본 논문에서는 트위터를 이용하여 기존의 벽걸이형 게시판을 대체하는 방법에 대하여 설명한다.

• Journal of the Korean Society for information Management
• /
• v.31 no.3
• /
• pp.293-311
• /
• 2014

This study explored the research trends on Twitter in Korea by informetric methods. All 539 articles on Twitter published from 2009 to the April of 2014 were obtained from the KCI. Only article titles, abstracts, and keywords by authors were used in analysis. Academic journals in many different disciplines where Twitter articles were produced were analysed by profiling, and then, the subject areas of researches on Twitter were analysed by co-word analysis. The results of this study showed that Twitter-related papers were published in as many as 53 disciplines with journalism, business administration, and computer science to be core fields. It was also found that the core subject areas are political issues and business.

• Journal of Convergence for Information Technology
• /
• v.9 no.11
• /
• pp.81-91
• /
• 2019

Recently, social network service (SNS) is actively used by public. Among them, Twitter has a lot of tweets including sentiment and it is convenient to collect data through open Aplication Programming Interface (API). In this paper, we analyze social issues and suggest the possibility of using them in marketing through sentimental information of users. In this paper, we collect twitter text about social issues and classify as positive or negative by sentiment classifier to provide qualitative analysis. We provide a quantitative analysis by analyzing the correlation between the number of like and retweet of each tweet. As a result of the qualitative analysis, we suggest solutions to attract the interest of the public or consumers. As a result of the quantitative analysis, we conclude that the positive tweet should be brief to attract the users' attention on the Twitter. As future work, we will continue to analyze various social issues.

• Journal of Intelligence and Information Systems
• /
• v.18 no.2
• /
• pp.107-130
• /
• 2012

In Twitter, a user can post a message below 140 characters on his/her account, and can also repost a message of other users who the user follows. The message posted by the user in turn can be seen and reposted by other users who follow the user, which is called Re-tweet (RT). While some messages spread widely, other messages have relatively less or no RT. What factors cause these quantity variances of RT originated from original messages? How can the messages become influential in online social networks? As an effort to answer the above questions, we focused on information vividness, message characteristics, and originator characteristics. In perspective of managerial implication, we expect that the findings of this paper will provide corporations with helpful insight on the Word-of-Mouth (WOM) effect for efficient and effective advertisements and communications when they send a message of new products or services through Social Network Services. In perspective of academic implication, we identify the effect of contents of a message on WOM, which has been dealt with by few social network researches.

• The Journal of the Korea Contents Association
• /
• v.13 no.5
• /
• pp.396-407
• /
• 2013

The role of influentials to maximize word-of-mouth effect can be seen to be very important. In this paper, we have the perspective of corporate marketing to understand Twitter influentials. We start from the point of view of who can induce eventually most exposure of tweets when he tweets the company's specific marketing messages. From this perspective, we observe both the follower influentials who have many followers and the retweet influentials who induce many retweets by visualizing graphs from network data collected via Twitter Search API. Although some users have small followers they may bring much more exposure than follower influentials if they can induce retweets by follower influentials. On the contrary, some retweet influentials who don't induce retweets by follower influentials may bring very little exposure. This suggests the fact that some small users who can induce retweets by influentials might have more important role than influentials themselves in order to increase the exposure of tweets. These users also are seen to have high centrality measures in the network structure.

• Journal of Digital Convergence
• /
• v.11 no.10
• /
• pp.341-350
• /
• 2013

Recently, in order to promote their marketing promotion, the entrepeneurs attach importance to many SNS(Social Network Service)and execute it. The representative elements of the SNS service are interactivity, information offering. This study analyzes empirical effects on the SNS Marketing Features in Domesic Enterprise The conclusion of this study shows that the Interactivity has a higher positive effects on Affective Commitment than those on information offering and Information offering has stronger positive effects on calculative commitment than interactivity. Also, these effects enlarge the high use frequency more than the low use frequency. This study also shows that the information offering affect the On-line Word-of-Mouth more positively than the Interactivity. And this study shows that SNS affects the positive effects on the relationship commitment rather than the On-line Word-of-Mouth. Based on the results, the practical implications are offered.

• Information Systems Review
• /
• v.22 no.4
• /
• pp.59-74
• /
• 2020

This paper investigates the asymmetric effect of social sentimental on an individual stock price return. For this purpose, four companies such as POSCO, Korean Electricity, AMORE PACIFIC, KIA Motors are chosen from KOSPI listed companies in terms of dataperspective. The main estimation results are as follows: the positive opinions affect only the stock prices return of three companies while the negative opinions affect all of the companies. It shows that positive or negative texts give asymmetric effect on stock price return and the effect of negative opinions is bigger than that of positive opinions. The results imply that investors are more sensitive to the negatives since they have the tendency of loss aversion. Also, it indicates that subjective opinion on SNS can be used as the proxy for the investment sentiment.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2015.05a
• /
• pp.541-543
• /
• 2015

Due to the popularity of IT technology and smart devices, SNS (Social Networking Service), there are increasing users using. This causes increasing of data generated by the SNS may also, IT companies are developing a technique to create value in this data. In this paper, we design and implement the system that statistical information for connecting to the tweeter to create value of the data generated by the tweeter. The proposed system is a system using Mahout behind collected data and stored as a tweeter NoSQL based statistics that the contact information of the user. The developed system is expected to be helpful in providing the background technology necessary to create value in the data of the tweeter.

• Journal of Internet Computing and Services
• /
• v.19 no.4
• /
• pp.15-26
• /
• 2018

This study focused on the difference of the volume of sanitory pad issue and The aim of this study is to explore the relationship between the characteristics of SNS and the diffusion of issue in the process of crisis issue. SNS is categorized into communication diffusion, communication restriction,, diffusion, restriction base on the media interactivity and the user interactivity, In case of Twitter, media interactivity is low and user interactivity is low. In case of Youtube, media interactivity and user interactivity are all high. Crisiss issue is interactively diffused via Youtube compared to via Twitter. There was a negative public opinion in social media even if the government and the manufacturer said that there was no harm in the sanitary goods. In conclusion, this study highlights the importance of social media environment in the diffusion of information. The government prepared for the use of SNS in crisis because there was a negative opinion on the government and the manufacturer via SNS.