• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.228-241
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• 2011

This study aims to consider the effects of the change in communication culture affected by 'Social Media' on the film marketing. Particularly, Twitter, a kind of Social Media which shows the most rapid growth recently, is examined for what kind of benefits it's functional characteristics would provide for film marketing. Twitter, which has distinctive characteristics such as free access, the high level of attention resulting from its simplicity, alarming speed of spreading information and low costs, offers a variety of marketing opportunities not only for general commercial films but for low budget or independent films that do not have sufficient marketing opportunity. In the case of the documentary film (2010, Woo-jung Kwon), starting from the process of the film production through release to the time after the screening, it continued to communicate with potential audiences via Twitter and tried every tool of film marketing like advertising, PR, promotion and word of mouth. By doing so, it provides a model for low budget or independent films about what alternative activities they might be able to conduct for film marketing.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2018.05a
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• pp.129-130
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• 2018

Big data analysis is a technique for effectively analyzing unstructured data such as the Internet, social network services, web documents generated in the mobile environment, e-mail, and social data, as well as well formed structured data in a database. The most big data analysis techniques are data mining, machine learning, natural language processing, and pattern recognition, which were used in existing statistics and computer science. Global research institutes have identified analysis of big data as the most noteworthy new technology since 2011. Therefore, companies in most industries are making efforts to create new value through the application of big data. In this study, we analyzed using the Social Matrics which a big data analysis tool of Daum communications. We analyzed public perceptions of "Artificial Intelligence" keyword, one month as of May 19, 2018. The results of the big data analysis are as follows. First, the 1st related search keyword of the keyword of the "Artificial Intelligence" has been found to be technology (4,122). This study suggests theoretical implications based on the results.

• 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.

• CRM연구
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• v.4 no.2
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• pp.31-41
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• 2011

Supporting communications among users, Social Network has encouraged various information flows through relationships among them. This paper studies on mentality or attitude of Social Network Services (SNS for short) users, on the basis of Technology Acceptance Model (TAM for short) and then proposes so-called TAMS, Technology Acceptance Model for Social Network Services. SNS users make full use of SNS as channels in order to create, expand, and obtain some information related to personal concerns. We will research on how the benefits that users get by using SNS exert influence on user-perceived usability. The SNS-using benefits focus on relationship benefits that are formed by interactions among users. Provided that perceived usability affects mental or informational benefits according to involvement of SNS users, we will check how perceived usability or ease of use is connected to brand attitude.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.270-281
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• 2021

The emergence of social media and technical development of smart phone allows media users to produce, share and spread a variety of contents, which results in a big change in their media usage pattern. Among those changes, the most prominent one is Youtube's powerful growth. Creators' enthusiastic content productions and users' active sharing actions are caused of the growth. Recently, creators give a powerful effect on users as social media influencer, and the practice of influencer marketing has been focused. This current study is examined the effects of parasocial interaction and relationship on brand attitude and purchase intention. Specially, parasical interaction is divided into identification, interest, and experience parasocial interaction, and the divisions of relationship are trustworthy, friendship, understanding, and commitment. As a result, interest and trustworthy are significant predictors of brand attitude. Also, experience parasocial interaction is negative and friendship is positive predictors of purchase intention. Theoretical and practical implication are discussed.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.1-12
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• 2021

This study explored the mechanism by which stars and fans build a global fandom community based on social connectivity of social media based on BTS' official Twitter and in-depth interviews with Chinese, American, and Korean fans. Stars and fans use the connectivity of social media to build a pseudo-private relationship that crosses public and private affairs. Even though they won the award, BTS "congratulates" the fan club, ARMY, and organizes a dialogue method so that each fan becomes the subject. From a fan's point of view, it comes to be seen as a personal message to them, which is not just applied to the text composition method. On days when there is no public message such as official activities or anniversaries, a device to communicate without missing a day has been prepared by raising private messages or previous memories. It was found that the sense of constant connection strengthens fans' sense of community toward each other.

• Journal of Digital Convergence
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• v.12 no.8
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• pp.67-76
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• 2014

In this study, we investigated opinion leaders' communication activities on Facebook and analyzed the differences of communication patterns on Facebook between Korean and US college students. As a primary source of information, we conducted an online survey to collect data from students currently enrolled at two different universities in US. Additionally, we utilized online survey data previously collected from Korean students. According to our analysis, we found that US male students had more active opinion leadership than Korean male students. Also, opinion leadership of Korean students' was significantly associated with both active and passive communication patterns on Facebook whereas opinion leadership of US students' was significantly associated with passive communication patterns.

• Journal of Korea Multimedia Society
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• v.14 no.4
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• pp.546-553
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• 2011

Every day 60 million emails are sent out around the world. IT technology has given us so many ways of communicating. Technology such as twitter has the potential to give us more than just an opportunity to tell others what happened in our day. If we understand and appreciate what twitter is capable of, we can use it to instantly share our lives with others. In this paper, we introduce to the trend of web and social networks, mini blog and twitter services of digital new media age. Finally, we proposed a strategy of application for the social media and the direction of growth for twitter.

• Journal of Service Research and Studies
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• v.12 no.3
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• pp.144-157
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• 2022

This study began by pointing out the problem of domestic media reporting on 'fake news' regulations that frequently appear through the French 'Les proposals de loi control de l'information'case, while still approaching with different standards and perspectives on where to see fake news. In the age of 'social network services', the answer to what the media is, what the news is, and who the reporter is increasingly difficult. While reviewing the long history and background of the spread of fake news examined in this study, it was confirmed that could not determine the concept and scope of fake news, punished, regulated, controlled, or judged simply by one standard. From the perspective of 'freedom of expression' set by the law, we have the authority to express our opinions freely. In addition, 'online' space is a place where fake news is generated and spread, but at the same time, there is plenty of room to act as an antidote. In the end, the only alternative to the damage of long-term fake news will be to create a media environment that allows more high-quality "real news" to pour out, allowing us to develop our ability to judge reliable information through balanced competition among various news in the free market of ideas.

• Journal of Internet Computing and Services
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• v.18 no.4
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• pp.121-131
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• 2017

With emergence of Internet, social media, and mobile service, the consumers have actively presented their opinions and sentiment, and then it is spreading out real time as well. The user-generated text data on the Internet and social media is not only the communication text among the users but also the valuable resource to be analyzed for knowing the users' intent and sentiment. In special, economic participants have strongly asked that the social big data and its' analytics supports to recognize and forecast the economic trend in future. In this regard, the governments and the businesses are trying to apply the social big data into making the social and economic solutions. Therefore, this study aims to reveal the capability of social big data analysis for the economic use. The research proposed a social big data analysis model and an online consumer sentiment index. To test the model and index, the researchers developed an economic survey ontology, defined a sentiment dictionary for sentiment analysis, conducted classification and sentiment analysis, and calculated the online consumer sentiment index. In addition, the online consumer sentiment index was compared and validated with the composite consumer survey index of the Bank of Korea.