• Journal of Digital Convergence
• /
• v.16 no.8
• /
• pp.161-167
• /
• 2018

The purpose of this study is to investigate how the advertising campaign is spreading in social networks, and how the advertising model plays an important role in advertisement diffusion. In order to grasp the diffusion patterns of advertising, a text mining and social network analysis were conducted using the beer brand 'Kloud' as a collection keyword. After analyzing the social data for two months since the on-air of 'Good Body' advertisement, which was the first ad that "Sulhyun" appeared in. After the launch of the ad, Kloud has been mainly associated with keywords such as 'yavis & trendy style', 'beer brand', 'beer matching food', 'luxury beer drinking place', 'leisure trend', and 'SNS activity', etc. In addition, "Sul Hyun" also showed that an advertising model contributes to the spread of advertisement on social media in terms of image transition as well as brand's name and unique selling point.

• Journal of the Korea Convergence Society
• /
• v.7 no.5
• /
• pp.181-188
• /
• 2016

This study investigated consumer convergence preferences for healthcare information service in social media using the multi-attribute utility theory. The multi-attribute utility theory is an approach for compositional modeling attributes wherein researchers compute the overall service utility by aggregating the evaluation results for attribute values. We found that healthcare information service consumers in social media evaluate the service preference through the multi attributes - Update, Cost, Usefulness, Usability, Reliability. And the study shows that individual preference by estimating weight of each attribute in the services influences the service use intention. So we believe that estimating preferences with multi-attribute utility theory will predict business success of the services in a new media, and for a successful business of the social media services marketers should assess the consumer's preference using the multi-attributes.

• Journal of Service Research and Studies
• /
• v.2 no.1
• /
• pp.13-27
• /
• 2012

Companies see a new business opportunity in the increased popularity of social network services and the related studies are also gaining more attention. This study attempted to analyze the social networks and thereby find a pattern in the use of social network services. Network users' pattern has been categorized by their purpose of use. Among various social network services, we selected the Facebook and its users were analyzed by a network analysis tool called NodeXL. In the end, several subgroups have been identified in a seemingly homogeneous network. Furthermore, the network shape differences according to the usage of social network services has been studied by comparing "friends" of an individual Facebook user with those of the K University Facebook page.

• Journal of the Korea Society of Computer and Information
• /
• v.26 no.1
• /
• pp.163-170
• /
• 2021

As a big data is being used in various industries, big data market is expanding from hardware to infrastructure software to service software. Especially it is expanding into a huge platform market that provides applications for holistic and intuitive visualizations such as big data meaning interpretation understandability, and analysis results. Demand for big data extraction and analysis using social media such as SNS is very active not only for companies but also for individuals. However despite such high demand for the collection and analysis of social media data for user trend analysis and marketing, there is a lack of research to address the difficulty of dynamic interlocking and the complexity of building and operating software platforms due to the heterogeneity of various social media service interfaces. In this paper, we propose a method for developing a framework to operate the process from collection to extraction and classification of social media data. The proposed framework solves the problem of heterogeneous social media data collection channels through adapter patterns, and improves the accuracy of social topic extraction and classification through semantic association-based extraction techniques and topic association-based classification techniques.

• Journal of the Korea Society of Computer and Information
• /
• v.27 no.10
• /
• pp.81-88
• /
• 2022

The purpose of this study is to present supporting data that can suggest a direction for sports advertisement strategy on social media by investigating how differences in social media engagement of sports advertisement affect users' product trust and purchase intention. To achieve this purpose, a total of 810 questionnaires, which were completed by sports-related college students engaged in social media activities using a method for writing a self-evaluation report, were collected, and 765 questionnaires were used as final valid samples after excluding 45 insincerely completed copies. For data processing, analyses of frequency, factor, reliability, correlation, and multiple regression were conducted using the Window SPSS (ver. 23.0) statistical program to draw the following conclusions. First, the social media engagement of the sports advertisement had a significant effect on the trust of the advertised products. Second, the social media engagement of the sports advertisement had a significant effect on the purchase intention of the advertised products. Third, the product trust acquired through the sports advertisement had a significant effect on the purchase intention.

• The Journal of Korean Association of Computer Education
• /
• v.17 no.2
• /
• pp.31-38
• /
• 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 the Korean Society for information Management
• /
• v.33 no.2
• /
• pp.135-156
• /
• 2016

Recently, as the importance of user-oriented archives management is becoming increasingly, government archives try to serve interactive services using social network service (SNS) beyond one-way approaches. This study aims to analyze usage of government archives service in social media and examine users' interestedness. We especially select "National Archives of Korea" and "Presidential Archives" as target government archives and collect tweets from 2010 to 15th April 2016. Our study adopts informetric approaches and social media analysis including buzz analysis, time series analysis. We differentiate between the tweet collection posted by government archives themselves and the other collection generated by general users. Furthermore we conduct correlation analysis of tweet and social issues and propose application plan for government archives services in social media environment.

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

• Journal of Internet Computing and Services
• /
• v.16 no.6
• /
• pp.133-141
• /
• 2015

Mass multimedia contents are shared through various social media servies including social network service. As social network reveals user's current situation and interest, highly satisfactory personalized recommendation can be made when such features are applied to the recommendation system. In addition, classifying the music by emotion and using analyzed information about user's recent emotion or current situation by analyzing user's social network, it will be useful upon recommending music to the user. In this paper, we propose a music recommendation method that makes an emotion model to classify the music, classifies the music according to the emotion model, and extracts user's current emotional state represented on the social network to recommend music, and evaluates the validity of our method through experiments.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2011.04a
• /
• pp.333-336
• /
• 2011

최근 전 세계적으로 소셜 네트워크 서비스의 사용자가 많이 증가하면서 많은 사람들이 소셜 네트워크 서비스를 이용하고 있다. 그리고 소셜 네트워크 서비스를 사용하는 사용자들은 이를 이용하여 많은 정보를 공유하고 있다. 본 논문에서는 소셜 네트워크 서비스 사용자들이 공유하는 정보 중 음악과 관련된 정보와 개방형 API 를 이용하여 MP3 파일의 메타데이터인 ID3 태그 정보를 검색한다. 검색된 결과와 소셜 네트워크 서비스 사용자 정보를 이용하여 ID3 태그 온톨로지를 생성하고 생성된 온톨로지와 온톨로지 추론기를 사용하여 음악과 관련된 다양한 순위 분석 결과와 음악 및 사용자 추천 서비스를 사용자들에게 제공하기 위한 시스템의 설계를 보인다. 본 논문에서 제안한 시스템은 소셜 네트워크 서비스에 실시간으로 등록되는 글을 이용하기 때문에 최근 음악 트렌드를 쉽게 반영한다. 또한 순위 분석을 위해 수동적으로 자료를 수집하는데 들어가는 시간적 비용을 줄여준다. 그리고 제안한 시스템을 사용하여 제공된 정보는 음악 관련 산업에서 마케팅과 사업 전략자료 등 다양한 형태로 활용이 가능하다.