• Journal of Digital Convergence
• /
• v.18 no.1
• /
• pp.45-52
• /
• 2020

Online rumor creates psychological stress and image loss for victims. Prior studies related to online rumor did not consider the online environmental factor, despite the fact that online rumor occurs in the online space. Therefore, this study tried to investigate the influence of online characteristics on online rumor. This study considered perceived anonymity, lack of social presence, and perceived dissemination as online characteristics. We established and demonstrated a research model in which online characteristics affect online rumor behavior through attitude toward online rumor. This study obtained the sample of 201 social network users based on the survey and verified the research model using PLS tool. The results provided that perceived anonymity and perceived dissemination influenced online rumor behavior through attitude toward online rumor. On the other hand, lack of social presence was not significant. The findings of this study provide the fact that an individual's online rumor behavior can be caused by online characteristics. This study suggests that we pay attention to the role of perceived anonymity and perceived dissemination for online rumor behavior.

• Annual Conference on Human and Language Technology
• /
• 2023.10a
• /
• pp.525-530
• /
• 2023

최근 소셜 네트워크 서비스(SNS) 및 모바일 서비스가 증가함에 따라 사용자들은 다양한 종류의 위험에 직면하고 있다. 특히 온라인 그루밍과 온라인 루머 같은 위험은 한 개인의 삶을 완전히 망가뜨릴 수 있을 정도로 심각한 문제로 자리 잡았다. 그러나 많은 경우 이러한 위험들을 판단하는 시점은 사건이 일어난 이후이고, 주로 법적인 증거채택을 위한 위험성 판별이 대다수이다. 따라서 본 논문은 이러한 문제를 사전에 예방하는 것에 초점을 맞추었고, 계속적으로 발생하는 대화와 같은 event를 실시간으로 감지하고, 위험을 사전에 탐지할 수 있는 Real-Time Early Risk Detection(RERD) 문제를 정의하고자 한다. 온라인 그루밍과 루머를 실시간 조기 위험 감지(RERD) 문제로 정의하고 해당 데이터셋과 평가지표를 소개한다. 또한 RERD 문제를 정확하고 신속하게 해결할 수 있는 강화학습 기반 새로운 방법론인 RT-ERD 모델을 소개한다. 해당 방법론은 RERD 문제를 이루고 있는 온라인 그루밍, 루머 도메인에 대한 실험에서 각각 기존의 모델들을 뛰어넘는 state-of-the-art의 성능을 달성하였다.

• Journal of KIISE
• /
• v.44 no.7
• /
• pp.680-685
• /
• 2017

The emergence of online media and their data has enabled data-driven methods to solve challenging and complex tasks such as rumor classification problems. Recently, deep learning based models have been shown as one of the fastest and the most accurate algorithms to solve such problems. These new models, however, either rely on complete data or several days-worth of data, limiting their applicability in real time. In this study, we go beyond this limit and test the possibility of super early rumor detection via recurrent neural networks (RNNs). Our model takes in social media streams as time series input, along with basic meta-information about the rumongers including the follower count and the psycholinguistic traits of rumor content itself. Based on analyzing millions of social media posts on 498 real rumors and 494 non-rumor events, our RNN-based model detected rumors with only 30 initial posts (i.e., within a few hours of rumor circulation) with remarkable F1 score of 0.74. This finding widens the scope of new possibilities for building a fast and efficient rumor detection system.

• Asia Marketing Journal
• /
• v.14 no.2
• /
• pp.65-96
• /
• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

• Korean journal of communication and information
• /
• v.84
• /
• pp.152-188
• /
• 2017

This study stereotyped the media on the basis of ideological inclinations and media types and explored the news coverage through word analysis, network analysis, and frame analysis. There was no difference between conservative media and progressive media in terms of the amount of news. The conservative mainstream media considered the THAAD rumor as an unnecessary misunderstanding and a rumor based conflict of the south-south. The progressive mainstream media mentioned much about Hwang Gyoan, external influences, and lies and highlighted the government's opinion that there was external influence that spread a vicious rumor. Conservative media mentioned on the bringing about social disturbance and in case of progressive media mentioned social disturbance, and progressive media mentioned the responsibility of government and the attitude of conservative media about the diffusion of the rumor. In conclusion the press framed the THAAD rumor on the basis of their ideological inclinations instead of the role of journalist.

• Annual Conference on Human and Language Technology
• /
• 2021.10a
• /
• pp.85-90
• /
• 2021

코로나바이러스감염증-19로 인한 팬데믹 상황이 지속되면서 감염증 정보의 불확실성으로 인해 코로나 관련 루머가 온라인상에서 빠르게 전파되고 있다. 이러한 코로나 관련 가짜 뉴스를 사전에 탐지하기 위해, 본 연구에서는 한국어 코로나 가짜 뉴스 데이터셋을 구축하고, 개체명과 사용자 재확산 정보를 이용한 한국어 가짜 뉴스 탐지 모델을 제안한다. 가짜 뉴스 팩트체킹 언론인 서울대팩트체크센터에서 코로나 관련 루머 및 가짜 뉴스에 대한 검증 기사를 수집한 후, 기사로부터 개체명 추출 모델을 통해 주제 키워드를 추출하고, 이를 이용해 유튜브 상의 사용자 재확산 정보를 수집하여 데이터셋을 구성하였다. BERT 기반의 제안 모델을 다양한 비교군과 비교하였고, 특성 조합에 따른 실험을 통해 각 특성 정보(기사 텍스트, 개체명 데이터, 유튜브 데이터)가 가짜 뉴스 탐지 성능에 미치는 영향을 알아보았다.

• Information Systems Review
• /
• v.15 no.2
• /
• pp.21-40
• /
• 2013

Because of the recent development of information technology, especially the popularization of social media, false rumors and abusive comments on social media have increased, which has accelerated conflicts in online society. Since these conflicts lead to significant negative influences on online society, it is important to figure out how to cope with the conflicts and integrate the society. Thus, this study provides effective political implications that will advance the society where people can communicate based on trust in social media. In addition, we suggest new sociocultural change phenomenon and social integration by drawing the Causal Loop Diagram focusing on the dimension of social capital in social media environment.

• Journal of Korea Society of Industrial Information Systems
• /
• v.29 no.1
• /
• pp.15-29
• /
• 2024

With recent advances in information and communication technology, YouTube has become a powerful online space for users to create and share content about their interests and experiences, creating new cultural phenomena. In particular, there needs to be more research on social media in the manufacturing sector because, unlike distribution and retail, there has been relatively little direct contact with consumers. YouTube can positively affect firms' performance by promoting products and brands. On the other hand, it can also cause risks, such as production disruption due to rumors or misinformation. Thus, it is necessary for firms to examine how information about an electric automobile defects spreads on YouTube according to the number of subscribers and views through statistical network analysis.