• Journal of Digital Convergence
• /
• v.12 no.1
• /
• pp.295-303
• /
• 2014

This exploratory study deals with the digital policy proposal through emotional perception of real name SNS and WOM effect. Research was based on the audience trends analysis of the movies having official SNS sites and the movies not having official SNS sites among the opened 90 movies in Korea from 2012 to 2013. Therefore, researchers confirmed that the representative real SNS, facebook was utilized as emotional marketing tools and tried to analyze the effectiveness of SNS critically. The research results are the follows. First, the movies to actively utilize facebook showed statistically significant differences in terms of daily, weekly audience and seat share (occupancy ratio). It is indirectly confirmed that real name SNS such as facebook is much effective in WOM marketing. Second, in the daily trends and weekly trends, the movies showed a similar pattern and above all, the movies to actively take advantage of facebook maintained their audience trends. Thus the government and the corporation have to understand the emotional WOM effect of real name SNS for policy effectiveness. Therefore this study gives the contribution practically for boost up the policy effectiveness through emotional ripple WOM effect of the strength of weak tie of real name SNS.

• Journal of Digital Convergence
• /
• v.12 no.5
• /
• pp.69-78
• /
• 2014

This study deals with the digital policy proposal through the path modeling study on the effect of the strength of weak ties & emotional perception leading to the user's satisfaction, WOM between game users, and the verification on the effect of the emotional real name SNS on the social network game's diffusion. Researcher confirmed that the effect of the strength of weak ties & emotional perception led to the user's satisfaction, WOM of SNG. Even though weak tie, researchers estimate that the users emotionally interact with the real name relation effect of SNS. And effective factors for WOM are not a tie relationship or emotional interactivity of weak tie antecedently but user's satisfaction. As a result, though antecedent factors (weak tie & interactivity) had a positive effect as real name SNS, eventually powerful factor of making buzz was the SNG user's satisfaction. Thus researchers expect the practical policy proposition for government & corporation, which means SNG service providers more carefully manage the service satisfaction for WOM with SNG user's experience.

• Journal of Korea Society of Industrial Information Systems
• /
• v.25 no.3
• /
• pp.83-97
• /
• 2020

Unlike the feature of SNS, which strengthens two-way communication and promotes interaction through consistent on/off line identity management, passive use of Facebook to unilaterally accept other people's opinions is being strengthened, and more people tend to use Facebook anonymously or pseudonym to enjoy freedom of expression. To illustrate this transformative use behavior, this study suggests an integrated model including psychological and behavioral variables such as self-esteem, real name use, and opinion expression to explore the effect on social relationship value perception and satisfaction. Studies have shown that self-esteem affects the use of real names and self-exposure, and that the satisfaction and sustainability of relationships have increased as real-name users expose more information about themselves.

• Journal of Service Research and Studies
• /
• v.11 no.1
• /
• pp.59-79
• /
• 2021

Service-related research in accordance with the transition to the service economy era has been conducted in a wide variety of ways, but the development of a service-related scale suitable for the present time is still insignificant. The purpose of this study is to define the nature of services and to develop measurement items for them. First, four categories of service nature were adopted in the previous study. The four categories are 'relationship', 'interactivity', 'horizontality', and 'harmony'. In this study, sub-factors and specific items of each of these four service essences were extracted and developed as measurable items. As a qualitative study, the four categories of sub-factors were extracted, and a mixed study was adopted to prove the reliability and validity of the extracted factors through quantitative studies. The scale items were identified through literature study, free response method, and Delphi technique, and the measurement items were refined through a second questionnaire of 30 Delphi panels composed of experts. As a result of the study, 15 out of 52 questions for relationship, 11 out of 45 questions for bilateral direction, 9 out of 33 questions for horizontality, and 17 out of 61 questions for harmonization were derived after secondary refining. Through this study, it was possible to uncover new essential items suitable for the service economy era. SNS, network, synergy, platform, system, real name, and breakthrough are concepts that have not been obtained in previous studies, and can be seen as contributions of this study. However, due to various limitations, this study did not cover all aspects of the service, but mainly dealt with people-centered services, which are part of the service. In the future, it is necessary to study the development of service essence measurement items for the overall aspect of services developed according to the evolution of the service economy era.