• Journal of the Korean Society for Aviation and Aeronautics
• /
• v.25 no.3
• /
• pp.1-8
• /
• 2017

As many people all over the world increasingly take more time in exchanging with other people or acquiring information on the internet, use of social media becomes a part of their daily lives. A lot of changes of consumer culture, which have been occurring through social media, have significant effects on corporate marketing activities. Since social media's importance to airlines has been continuously increased, this study attempts to examine effects of passengers' uses of social media, who plan to select an airline, on dependence on reliance of electronic word-of mouth(EWOM) and EWOM acceptance. To this end, a questionnaire survey of passengers who use airlines and the airline's social media was conducted, and then effective data of 302 copies were analyzed by using the structural equation modeling. The findings show that social media use intensity has a significant effect on Acceptance of EWOM via reliance of EWOM, while a direct effect of social media use intensity on Acceptance of EWOM is not significant. From this study, it is found that control and management of social media and only EWOM are effective tools for marketing of airline businesses, suggesting that innovative strategies are required to preemptively cope with changes in consumers' behaviors and markets, which continue to evolve.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.17 no.2
• /
• pp.307-314
• /
• 2016

This study empirically validate the impacts of WOM information characteristics on the WOM effect in accordance with SNS media due to the increased the WOM role under SNS. The key results showed that the more vivid, negative, and objective WOM information was, the more positive impacts on the intention to adopt information. In addition, the intention to adopt information had a positive impact on the re-WOM intention. Second, there was no significant difference between Facebook and Blog groups regarding the impacts of the WOM information characteristics on the WOM effect. This can be inferred from the fact that consumers recognize all SNS media as a single online medium regardless of their characteristics in the process of accepting and spreading information. Based on these results, this research drew the following implications. It conceptualized the information characteristics factors that influence the online information acceptance process and the relationship with WOM effects by focusing on SNS and high-tech products that are rapidly emerging. This study is also significant because it attempted to expand the characteristics of WOM information and WOM effects to Facebook and blogs, which are SNS media, and proposed a future research direction.

• Journal of Digital Convergence
• /
• v.11 no.5
• /
• pp.225-235
• /
• 2013

Recently, in order to promote their marketing promotion, the entrepeneurs attach importance to many SNS services and execute it. The representative elements of the SNS service are interactivity, information offering. This study analyzes empirical effects on the SNS service depending on the Relationship Commitment and shows the strategies to enlarge the use frequency and the On-line Word-of-Mouth. The conclusion of this study shows that the Interactivity has a higher positive effects on Affective Commitment than those on information offering and Information offering has stronger positive effects on calculative commitment than interactivity. Also, these effects enlarge the high use frequency more than the low use frequency. This study also shows that the information offering affect the On-line Word-of-Mouth more positively than the Interactivity. And this study shows that SNS service affects the positive effects on the relationship commitment rather than the On-line Word-of-Mouth. Based on the results, the practical implications are offered.

• The Korean Journal of Applied Statistics
• /
• v.29 no.4
• /
• pp.657-678
• /
• 2016

This study deals with the effect of online word-of-mouth (OWOM) variables on the box office. From the result of statistical analysis on 276 films with audiences of more than five hundred thousand released in the Korea from 2012 to 2015, it can be seen that the variables showing the size of OWOM (such as the number of the portal movie rater, blog, and news after release) are associated more with the box office than the portal movie rating showing the direction of OWOM as well as variables showing the inherent properties of the film such as grade, nationality, release month, release season, directors, actors, and distributors.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.14 no.2
• /
• pp.199-209
• /
• 2019

With the rapid development of mobile communication tools, customers are using SNS as a major information tool. SNS can provide information to a small number of customers as well as people around them, with information about a product or service that a small number of customers know through experience. With these characteristics, dessert cafes are being used as a major marketing tool for online websites and mobile phones using SNS. Therefore, in this study, theoretical considerations about e-WOM quality, perceived value, and visit intention were performed. The effect of e-WOM quality of dessert cafe on perceived value was analyzed and the effect of perceived value on visit intention was analyzed. Based on these results, I would like to suggest theoretical implications and practical implications for online marketing of dessert cafes. This study was conducted to survey the customers who have visited dessert cafe through oral communication within the last 6 months. The survey was conducted from September 4, 2018 to September 18, 2018, and was used for the analysis of 317 additional items. The research hypotheses between the e-WOM quality of the dessert cafe and the utilitarian value, hedonic value, and visiting intention were used the structural equation model(SEM). First, neutrality and interactivity have a significant effect on utilitarian value, but consensus and vividness have not significant effect. Second, It was found that the consensus, vividness, and neutrality had a significant effect on the hedonic value but interactivity was not found to have a significant effect. Third, hedonic value has a significant effect on visit intention, but utilitarian value has not significant effect. As a result, online e-WOM quality management is important.

• Journal of Korea Society of Industrial Information Systems
• /
• v.21 no.6
• /
• pp.81-93
• /
• 2016

An actual analysis was made regarding how different the effect of the online WOM information characteristics on the expansion of the WOM information characteristics was depending on the level of the receiver's expertise in consideration of the sender's expertise, the vividness and Consensus of WOM information which can affect the acceptance of WOM information in this study. To begin with, the analysis results showed that the online WOM information characteristics had the positive effect on the information acceptance intention in proportion to the sender's expertise and the vividness and Consensus of WOM information. Secondly, the information acceptance intention was found to have a positive effect on the re-WOM intention. Finally, the level of receiver's expertise was found to control the effect of the online WOM information characteristics on the information acceptance intention.

• (The) Korean Journal of Advertising
• /
• v.28 no.3
• /
• pp.53-81
• /
• 2017

As online video advertising market grows, viral advertising is drawing attention. This study investigated factors influencing consumer's sharing intent of viral advertising each from four dimensions which are content, sender, consumer, and network. As a result, factors of persuasive intent, brand-ad image fit, perceived self-presentation, and bridging social capital were found to affect consumer's sharing intent of viral advertising. And persuasive intent of content was found to be negatively affect consumer's sharing intent. Social value and bonding social capital were not found to have significant influence on consumer's sharing intent of viral advertising. From the analysis of this result, this study suggested future research topic and academic/practical implications.

• Management & Information Systems Review
• /
• v.29 no.4
• /
• pp.123-142
• /
• 2010

This study suggest that firms can use online brand communities as an IMC tool to achieve high brand loyalty through marketer-controlled or loyal customer-controlled brand contacts. In this perspective, the online brand community as a marketing communication tool can help the firm in eliciting favorable responses from customers. This study finds that an online brand community, as a critical marketing promotion tool, helps a firm elicit favorable relationship with customers and build strong brand loyalty. In particular, this study suggests several important theoretical and managerial implications. First, this study confirm that "advertising usefulness" is the most powerful and important factor that affects cgerial 's positive emotionomehile "sales promotion usefulness" impacmehin "interactivity" but dies not impacmhin "cgerial iexperience"ltyevent usefulness" impacmehin "cgerial iexperience"but dies not impacmhin "interactivity." In addition, "cgerial iexperience" signifn "itly impacmehin "cgerial -to-cgerial iinteractivity." This indicates that online environment provides participapacmwith a fun and exciting environment. In that sense, enhancing the online brand community experiencemwould be a critical factor for building strong brand. Thi", mword of mouth can play a riclly important role in making many cgerial s to trust brand and to enhance online brand community loyalty. Web users are becoming web authoore owning and creating content limited only by their imaginations.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.4
• /
• pp.283-290
• /
• 2023

This study investigates the influential factors on online word-of-mouth (eWOM) intentions towards educational tourist destinations, primarily focusing on Korean universities and Chinese tourists. It reveals a positive correlation between eWOM intentions and the desire to enroll in these institutions. The significance of eWOM for attracting Chinese students elucidates the importance of establishing a strong brand image and ensuring high levels of tourist satisfaction. Moreover, social media users who travel for education purposes were found to emphasize self-image consistency and conspicuous self-expression. This research underscores the utility of leveraging social media to enhance the perception of educational tourist attractions, promoting these destinations, and stimulating eWOM, thereby enriching the understanding of the strategic use of social media in international student recruitment.

• The Journal of the Korea Contents Association
• /
• v.10 no.12
• /
• pp.366-377
• /
• 2010

As internet and mobile technology brings rapid transformation to this society of information, how relations are conducted between customers have become a critical factor influencing companies. Companies are creating Internet communities based on their brands, encouraging customers to actively form and develop brand communities. Thus, this report proposes a plan to analyze the effectiveness of community activities based on the customers active involvement and how to effectively manage and utilize it. The purpose of this research is to understand the effects on-line brand communities and their characters have on customer behavior. Also, it will study the effects community attitudes have on brand decisions and oral transmission communication when on-line brand communities choose a brand. This report was conducted to survey on-line university students to understand how communities' attitude affects the decision of on-line university brand and oral transmissions when students choose to study at a on-line university. According to research, those factors brought positive responses to character of the brand communities(confidentiality of information, interactivity, convenience, intimacy) and by doing so, on the customer's attitude side, positive results on intention of purchase and oral transmissions can be expected. In addition, the character of the brand communities affects intention of purchase and oral transmission communication. Based on this research, it is possible to propose a marketing strategy that revitalizes brand communities' activities.