• The Journal of the Convergence on Culture Technology
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• v.7 no.3
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• pp.163-171
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• 2021

This study aimed to investigate the main characteristics of the COVID-19 vaccine-related videos spread on YouTube and differences in user responses in the infodemic situation caused by COVID-19. As a result of content analysis of 579 videos related to the COVID-19 vaccine, it was found that all of the false information was written by individual channels. Institutions, organizations, media companies, and government channels reported spread of false information as well as fact-oriented reporting. The progressive channel had a high percentage of positive sentiment in favor of vaccination, and the conservative channel had a high percentage of negative emotion against vaccination. After the vaccination started, the number of videos on government channels increased, and it was found that the number of videos with positive emotions increased. Results of regression analysis of video characteristics that affect the number of likes indicated that personal expert videos and videos from progressive channels received more likes. Combining the research results, we propose a plan to promote government policies regarding the COVID-19 vaccine using social media.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.3
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• pp.75-86
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• 2017

The development of web technologies and the generalization of smartphones have dramatically increased the number of social media users using the Internet. As a result, companies are perceived social media as a major marketing tool and operate a variety of SNS channels. In particular, start-ups conducting businesses with limited resources, social media is being used as an effective marketing tool to meet many potential customers at a low cost. Among them, facebook is the most used channel in the world and plays an important promotional tool not only in overseas but also in marketing activities of domestic start-ups. The purpose of this study is to analyze the relationship between satisfaction and purchase intention according to four personal characteristics of users who use social media contents and to measure the mediating effect of satisfaction on the relationship between content type and purchase intention. To this end, we classified into three types based on the previous research, and social media content is provided to 200 fans of Minbak Danawa(Minda), one of representative start-ups related to accommodation, The questionnaires were conducted for 3 weeks, and a total of 145 copies were collected. All the collected questionnaires were used for statistical analysis through SPSS 18.0. The empirical results show that all three types of content, such as task-oriented, self-oriented, and interaction-oriented, have a significant effect on the satisfaction level. Among them, it is confirmed that the satisfaction level plays a mediating role on the relationship between task-oriented contents and purchase intention. And the user 's personal characteristics showed a partially moderate effect on the satisfaction according to the content type. Therefore, social media content provided by corporations has an important effect on consumer satisfaction and purchasing, in order for start-up to prevail in the market, it is necessary to have an operational strategy to communicate with customers continuously through systematic contents analysis and planning. The result of this study suggests effective ways to build a social media marketing strategy for start-ups and suggests ways to utilize contents considering the characteristics of internet users.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.507-519
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• 2021

This paper attempts to explore advertising factors that affect TikTok advertising effectiveness by identifying motivations to use a short-form video social media platform, TikTok and further looking at perceptions of and attitudes toward TikTok advertising. The results of in-depth interviews with 20s-30s TikTok users suggest that users are motivated to use TikTok for information and fun. Further, TikTok is characterized as a short-form video, rich contents, and a novel format. Regarding TikTok advertising, the results reveal that usefulness, enjoyment, easiness of advertising skip, sense of closeness, and interaction are significant factors of TikTok advertising. Finally, it is suggested that users respond to the advertising by clicking 'like', writing comments, sharing, clicking 'purchase link'/advertiser's website, and creating user-created contents and so on. These findings theoretically contribute to the literature on social media advertising, and practically offer strategic guidelines for TikTok advertising.

• Information Systems Review
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• v.18 no.3
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• pp.51-71
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• 2016

Tourism products are intangible goods. Given this nature, tourist experience should be recorded and visualized through media, such as pictures, videos, and souvenir. Online platforms played the role of media given the growth of information and communication technology. Tourists post their travels for real-time documentation of their experiences, but they also tend to reminisce about past experiences that they posted on social media. Social media is not only a channel of self-presentation or a means of communication with other people, but it also serves as an archive of electronic records to bring back memories. Given this finding, we investigated the impact of social media on the autobiographical memory (recollection and vividness) of tourists and their intention to revisit a certain destination. The results showed social media interface and the impact of display quality on the recollection and vivid memory. The predictor of memory recollection of tourists is intention to revisit a destination. Social media is considered an archive of travel memory that indulges people to reminisce. Theoretical and practical implications were provided based on these results.

• Design Convergence Study
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• v.15 no.2
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• pp.17-35
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• 2016

Along with popularization of smart phone and routinization of social network service, enterprises are using several social network services as a marketing channel to raise brand awareness and conduct PR. Enterprises have been utilizing an element of 'Gamification' representing a functional aspect and emotional pleasure of a game in order to attract users' attention and increase their voluntary participation since the early social network service marketing. However, social network service system contains functional roles of Gamification components rather than they function separately. Hence, this research intends to examine Gamification elements of social network service and characteristics occurred when enterprise uses several social network services as a marketing channel. Besides, it aims at suggesting a marketing guideline for Gamification based on social network that may induce users' interest and increase an immersion effect. Firstly, this study examined concepts and characteristics of social network service and Gamification centered on literature research. Secondly, it summarized a game mechanics, dynamics and a fun type of Gamification components. Thirdly, based on theoretical research, it collected Gamification marketing cases of 5 enterprises including 'Coca Cola Korea', 'Lotte Mart', 'Canon Korea', "Kolon Sports' and 'Uniqlo Korea' that utilize more than 3 of 4 social network services including 'Kakao Story', 'Band', 'Facebook' and 'Instagram' used the most in our nation, analyzing characteristics of Gamification marketing and deriving a suggestion. Finally, it suggested a guideline for Gamification and social network service to build a foundation for a Gamification marketing plan through social network service.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.160-170
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• 2013

The present study analyzes a Twitter network of some 175 government organizations belonging to seven countries. They are South Korea, U.S., U.K., Australia, Canada, Singapore, and Japan. The results showed that the U.S. occupied the most central position in terms of the incoming followings. Next, some clusters among countries were also noticeable according to their cultural proximities including national languages. The findings also indicate that some governmental organizations are likely to make international ties with others whose main duties are similar to each other. Finally, the structural connectivity pattern of some inter-governmental Twitter networks was visualized using a social network software. On the other hand, it suggests that there is a potential for a soft power through social media and as a result, it could be assumed that a new knowledge hegemony appears in the future.

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

• Journal of Digital Contents Society
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• v.19 no.4
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• pp.673-683
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• 2018

The accident of Sewol Ferry is a disaster that provoked serious mental shock to the Korean people way beyond the level of generally-perceived catastrophic aftermaths. The purpose of this study is to examine the relationship between vicarious disaster experiences through media and post-traumatic stress(PTSD) symptoms of media users related to the accident. The responses of 417 people consisted of college, middle and high school students, and adults in a metropolitan area were collected for 12 days from the April 28, 2014 right after the accident. The results showed that the level of PTSD of social media users were higher than that of traditional media (newspapers or TV news) users on the accident. Also, the amount of use of disaster news information and social media revealed positive correlations with PTSD. Implications of this study are to demonstrate possible mechanisms of psychological trauma mediated by media on a disaster and its empirical data and to facilitate further research.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.10a
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• pp.671-672
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• 2014

최근 기업의 효율적인 경영을 위해 다양한 소셜 채널에서 폭발적으로 생성되고 확산되는 빅 데이터를 실시간으로 분석하는 기술이 개발되고 있다. 본 논문에서는 관광서비스에 관해 소셜 미디어 상의 빅 데이터를 이용하여 보다 정확하고 효율적인 정보 수집과 분석이 가능하도록 하기위한 모델구축 방법을 제안하고 관광서비스에 관한 평판을 분석한다. 관광 산업 도메인 네트워크를 활용한 표준화, 일반화 확보를 위해 먼저 B2C 산업군 및 업종별 공통 수집원 추출 및 표준화 분석 체계 수립을 통한 해당 적용분야의 설계안 수립하고 관광객(소비자) 작성 게시글 분석을 위한 산업군 정보 추출하며 관광지, 숙박지, 교통 등 다양한 업종에 대한 분석 수행한다. 관광지에 대한 평가 기준을 기존의 설문이 아닌 SNS 상의 고객 의견을 바탕으로 호감도로 분석한다.

• The Journal of Bigdata
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• v.2 no.1
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• pp.27-39
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• 2017

The importance of online communication is getting increased by the rapid growth of smartphone supply and Social Network Service (SNS) use. Catching up with the trend, firms are actively use SNS to improve brand image, promote products, and communicate with customer. On the one hand, SNS is the channel for firms' marketing activities, but on the other, it is also the channel where the events related to the firms propagate in real time. Firms are led to unexpected state of crisis, when events are quickly spread out on SNS. Then firms are assessed their image by the way they deal with the state of crisis. This paper proposes to figure out user response on SNS according to each crisis response strategies by analyzing event-related twitter data when crisis situations of firms arise. We classify crisis response strategies into response attitude, defensive and accommodative response, and response speed, fast and slow response. This paper suggests optimal crisis response strategy to firms regarding state of crisis propagated on SNS.