• Journal of the Korean Data and Information Science Society
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• v.24 no.3
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• pp.427-436
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• 2013

Social media is drawing attention among companies for its potential as a marketing tool. There are many types of social media and their characteristics are varied, and thus choosing the appropriate social media considering the purpose of the company is important. In this paper, we conduct comparative analysis on the popular social media such as Facebook, Twitter, Naver blog, Youtube, Cyworld and Me2day using multidimensional scaling method. The result shows that there are differences in the effectiveness of enhancing diverse dimensions of corporate image among social media. This result can be used in developing social media based marketing strategy.

• Korean journal of communication and information
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• v.67
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• pp.209-240
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• 2014

This study observes reporters' awareness on the use of social media and their Core Values by using the Theory of Means-End Chain and drawing conclusions from a Hierarchical Value Map (HVM). In order to analyze reporters' knowledge and awareness on the use of social media via the laddering method, in-depth interviews of 46 reporters were conducted. The study showed that reporters consider sense of kinship, well-balanced understanding, and the desire for knowledge to be important Core Values. The results revealed that the convenience in interpersonal communication, development of intimacy in relationships, entertainment and affection, curiosity, the reduction in the cost of the acquisition of information, understanding of trends in issues, a peek into new information and the maintenance of interests, psychological dependability, and quick updates on information items are considered important Consequences of social media. In the Attributes level, the ability to write postings and links on Facebook and readability and 'follow' and 'mention' features on Twitter were confirmed to be important items in social media. The findings infer that reporters that make use of social media use Twitter and Facebook to build a sense of kinship with other users and gain well-balanced understanding by accessing a lot of information through social media. While this study examined the level of reporters' familiarity with the use of social media via the laddering method, the results cannot be seen as a generalization, as the interviewees were reporters from only the major news organizations.

• Proceedings of the Korean Information Science Society Conference
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• 2012.06c
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• pp.142-144
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• 2012

소셜 미디어가 확산되고 사용자가 증가하면서, 사용자들은 소셜 미디어를 통해 의견을 공유한다. 소셜 미디어는 실시간 정보에 대한 전달이 빠르며 데이터를 수집, 분석할 수 있다. 오피니언 마이닝은 텍스트로부터 사용자의 의견이 포함된 패턴을 추출하여 특정 제품이나 서비스에 대한 의견의 긍정, 부정 표현의 정도를 측정한다. 본 논문에서는 오피니언 마이닝을 기반으로 소셜 미디어 데이터에서 기업의 제품, 서비스와 관련된 사용자의 의견을 분석하여 긍정, 부정인지를 판단한다. 그리고 부정 패턴의 빈도를 통해 기업의 위기 상황을 인지하며, 위기 대응을 위한 4단계의 위기관리 모델을 제시한다. 또한 소셜 미디어에서 기업의 위기관리 사례를 확인하고, 표본조사를 통하여 평가 및 분석을 수행한다. 이 모델을 이용하여 방대한 소셜 미디어 데이터에서 기업의 제품이나 서비스에 대한 부정적 의견을 초기에 감지하고, 체계적으로 대응 할 수 있다.

• Knowledge Management Research
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• v.22 no.4
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• pp.135-155
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• 2021

With the emergence of various types of social media and the diversification of their roles, it has become essential for marketers to understand how different types of social media influence consumers' purchase decisions differently and derive more detailed strategies by social media types. This study classifies social media into two types-expression-focused social media and relationship-focused social media-and investigates the relationship between consumer purchases and social media mentions by type. Using the Seoul bike-sharing data and time-series data for social media mentions, we apply the VAR model with Exogenous Variables (VARX). We find that the increase of product mentions in expression-focused social media positively affects both the number of new customers (customer acquisition) and the number of shared bike rentals, while that in relationship-focused social media negatively affects the number of new customers only. In addition, as new customers increase, the product mentions in both types of social media increase. On the other hand, the number of bike rentals has no significant effect in increasing social media mentions regardless of type. This study contributes to the social media and sharing economy literature and provides managerial implications for establishing sophisticated social media marketing in bike-sharing businesses.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.407-419
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• 2015

As the use of social media has gained mainstream popularity, concerns on the particulars of the users' motivation and method of use is on the rise. Under uses and gratifications approach, this study analyzes the use behaviors in Kakao-story, Facebook, and Twitter, and analyzes the changes in the perception of social support by the users of the media. Data was analyzed from 240 online questionnaire surveys. The study finds that the frequency of use of social media differs depending upon the personality of the users and their purpose of use, both of which also influence their type of use. It also finds that frequent use of social media increased the users' perception of social support, whereas their type of use had no effect with such perception. Communication behavior through social media seem to increase perception of social support.

• Proceedings of the Korean Society of Computer Information Conference
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• 2023.07a
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• pp.199-201
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• 2023

국내·외 소셜미디어 사용자가 증가하면서 마약 유통, 불법 촬영물 유포 등과 같은 사이버 범죄가 소셜미디어를 통하여 발생하고 있다. 사이버 범죄 수사를 위해 소셜미디어 크롤링 연구가 진행되고 있지만, 주로 'N번방' 등 불법 촬영물 및 성 착취물 유포와 같은 성범죄 수사를 대상으로 한다. 그러나 최근에는 성범죄뿐 아니라, 소셜미디어를 통한 마약 유통이 급격히 증가하고 있으므로 소셜미디어 크롤링을 통한 마약 수사 기술 개발이 필요하다. 본 논문에서는 소셜미디어 중, 인스타그램의 마약 유통을 추적하기 위해 실제 사용되는 마약 은어를 정의하고, 정의된 은어를 검색 키워드로 입력하여 사용자 계정을 수집하였다. 또한, 수집된 사용자 계정의 프로필 사진을 추출하고 유사도 분석을 수행하여 동일 마약 유통자 식별에 프로필 사진이 효과적임을 검증하였다.

• Journal of the Korea Convergence Society
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• v.11 no.7
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• pp.145-150
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• 2020

It needs to explain the relationship between influencers and consequences to use continuity of social media. To address this question, we have developed an framework and made hypotheses to explicate and analyze influencers(social presence, perceived privacy risk, perceived enjoyment, commitment, and community identification) to the attitude and continuity of social media. To test empirically, data collected from on and line survey and resolved by structural equation model. We found that social presence, perceived enjoyment and commitment influence to the attitude and continuity of social media. Finally, the theoretical and practical implications of theses results are discussed also research limitation and future research directions.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.4
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• pp.195-209
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• 2021

According to the 2019-2020 social media usage survey conducted by the Seoul e-commerce center, 5 out of 10 consumers have experienced shopping through social media. The cost of traditional advertising media has been reduced and advertising spending on social media has risen by 74%, indicating that social media is becoming a more important marketing element. While the number of users of social media has increased and corporate marketing activities have increased accordingly, research has been conducted in various aspects of marketing such as user motivation for social media, satisfaction, and purchase intention. There was no subdivided study on the differences in the social media usage frequency of consumers in actual purchasing behavior. This study attempted to identify differences in consumer characteristics by cluster in the agrifood purchase situation by grouping them by type according to the frequency of use of social media for consumers who purchase agri-food online. Product involvement, product need, and online purchase channel Consumer characteristics such as demographic distribution, perceived risk, and eating and lifestyle in each cluster were checked for the three agrifood purchase situations including choice, and types for each cluster were presented. To this end, questionnaire data on the frequency of social media use and online agrifood purchase behavior were collected from 245 consumers, and the validity of the measurement variables was secured through factor analysis and reliability analysis. As a result of cluster analysis according to the frequency of social media use, it was divided into three clusters. The first cluster was a group that mainly used open social media, and the second cluster was a group that used both open and closed social media and online shopping malls; The third cluster was a group with low online media usage overall, and the characteristics of each cluster appeared. Through regression analysis, the effect on product involvement, product need, and purchase channel selection when purchasing agri-food online through each of the three clusters was confirmed through regression analysis. As a result of the regression analysis, the characteristic of cluster 1 in the situation of purchasing agri-food online is a male in his 30s living in a rural area who has no reluctance to purchase agri-food on social media or online shopping malls. The characteristics of cluster 2 are mainly consumers who are interested in purchasing health food, and the consumer characteristics are represented. In the case of cluster 3, when purchasing products online, they purchase after considering quality and price a lot, and the consumer characteristics are represented as people who are more confident in purchasing offline than online. Through this study, it is judged that by identifying the differences in consumer characteristics that appear in the agri-food purchase situation according to the frequency of social media use, it can be helpful in strategic judgments in marketing practice on social media customer targeting and customer segmentation.

• The Journal of Korean Association of Computer Education
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• v.17 no.2
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• pp.31-38
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• 2014

This paper reveals continuity of related events which are occurred and changing from moment to moment accident/events collected from various social media channels. Among them, we especially define the events which have big social influence as "issue event" and investigate the type and characteristics of continuous issue event for each domain. We also introduce a automatic issue detection system in social media text. Based on the extracted issue event results in a particular domain, we analyse the continuity of those events by illustrating in time and place-axis. Furthermore, we identify the relationship between social media in terms of issue events propagation.

• Journal of Digital Convergence
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• v.11 no.3
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• pp.127-138
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• 2013

The age of social network has arrived. Social media is the various online media for sharing of opinions and experiences and open for internet users' participation. As the new communication tools, social media has been in the limelight, threatening the traditional media as alternative media. In globalization, country image is seen as the source of competitiveness of a country. The goal of this study is to examine what impact does the utilization of social media has on country image, and we conducted our analysis in two aspects of social media utilization, usage volume and usage diversity. In addition, we examined the impact of factors that form the country image on purchase intention. The analytical results show that media usage volume positively affects country image, people image, political image and media usage diversity has significant effects on economical image, people image and political image.