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

• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.448-460
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• 2020

The purpose of this study is to examine the effects of negative experiences on social capital in order to see if the adverse functions of social media could be a barrier to the promotion of social capital through the use of social media. The study verified the moderating effect of perceived performance from social media and negative experiences(victim experience and offender experience) on social capital. The online survey was conducted in November 2019, and a total of 846 responses were used for the final analysis. As a result of the two-step regression analysis using the mean-centering technique first, it was found that the victim experience had no significant effect on the bridge social capital, but the perceived performance and the victim experience had negative moderating effect on the bridge social capital. Second, the victim experience showed a significant positive effect on the binding social capital, but showed a negative moderating effect with the perceived performance indicating positive influence on the binding social capital of the perceived performance could reduce through victim experience. Accordingly it is necessary to educate social media users on the cyber ethics, and regulation is required to mitigate risk factors for trust.

• Journal of Digital Convergence
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• v.12 no.11
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• pp.541-548
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• 2014

This study aims to examine how mobile instant messenger (MIM) usage pattern and MIM intensity influence MIM users' social capital. Total 253 MIM users in their 20's and 30's participated an online survey. Results showed that MIM frequency and network size affected bonding social capital. Meanwhile, MIM intensity was the only variable that influenced users' bridging social capital. Overall, the strength of strong ties in mobile media use was confirmed again. It was also confirmed that measuring the qualitative level of emotional attachment to the MIM (MIM intensity) was more important than gauging mere usage pattern when evaluating social capital enhancement through mobile media use.

• Journal of Korea Game Society
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• v.13 no.6
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• pp.65-74
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• 2013

There are a number of studies about the impact of social games' social network. But because of conflicting results, the game's effect isn't ascertained. In this study, we defined that using social games makes increase the social capital with construal level theory. The survey results on construal level, social capital, game using time, etc, are used for the analysis of the correlation and interact. As a result, growing bridging social capital shows on the people who use high level of construal and more social game time use. This phenomenon did not appear in other online games, so that makes a social games' feature unique characteristic. And we discovered that high level construals is key point for defining the practical use of media.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.386-395
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• 2013

This study examined social relation of cyber sports supporter's community and social capital as time passes. This study selected spectator sports supporters of cyber sports community based on number of number and history of cyber sports supporter. This community is a representative supporter's club of spectator sports. This study utilized 1,848 members accumulated during three month. To analyze data, Netminer 4.0 and social network analysis were used. The conclusion is following: First, social relation of cyber sports supporter's community showed up dynamic change. Second, social capital of cyber sports supporter's community shows Sports events and training schedules, player transfer, manager, record, game watching and TV watching, cheering, cheering uniform and tools, players, teams and clubs, game photos and video, etc. This is the poor-get-poorer and the rich-get-richer phenomenon.

• Korean Journal of Social Welfare
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• v.69 no.1
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• pp.223-254
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• 2017

This study was carried out to examine whether the moderated mediating effect of SNS addiction resulting from marital dissatisfaction and loneliness is influenced by gender or size and composition of social capital. 714 married men and women in their 20's to 40's were participated in this study. The data were collected by online research center with quota sampling based on demographical proportion. To analyze this research model, the moderated mediating effect utilizing structural equation was used. The results of this study were summarized as follows. First, it is verified that the loneliness moderated between marital dissatisfaction and SNS addiction. Since the relationship between independent and dependent variable is insignificant, comparison of competition model was able to determine if mediating effect was fully or partially shown. As a result, the complete mediated model was ultimately chosen because its various goodness-of-fit index including $x^2$ performed fairly well. Second, the mediating effect which moderates social capital size was presented in the mediated model between the marital dissatisfaction, loneliness and SNS addiction. Specifically, It implies that group who recognizes their social capital big recognizes the route and effect size more than that who considers their social capital small. And the moderated mediating effect depending on different type of social capital among the marital dissatisfaction and loneliness and between SNS addiction was substantiated. It implies that disequilibration of SNS social capital in face-to-face sphere and in online acted as a danger fact with respect to the marital dissatisfaction, loneliness and SNS addiction. The implications of these findings were discussed, and directions for future studies were also proposed.

• Journal of the Korea Convergence Society
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• v.12 no.11
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• pp.265-273
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• 2021

The main purpose of this study is to investigate the effects of social-face sensitivity and SNS social capital on ethical consumption in Korea. Online survey was conducted on 313 adults randomly sampled across the country. The results show that formality had relatively strong positive effect on ethical consumption. But, shame-consciousness had negative effect on ethical consumption. Secondly, the more bridging social capital on SNS, the higher ethical consumption. Lastly, it turned out that Twitter users have more positive ethical consumption than Instagram users. This study revealed for the first time the fact that social-face sensitivity could be a significant predictor of ethical consumption.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.6
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• pp.3499-3511
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• 2014

This study examined what determinants affect the intention of retweeting on Twitter from the perspectives of motivations and social psychology. The primary theoretical foundations are the theory of reasoned action (TRA), motivation theory and social capital theory. An online survey was administrated to collect the data. The data collected was analyzed using the structural equation model (SEM). The findings showed that both the attitude toward the retweeting behavior and subjective norm have significant effects on the intention to retweet. The results also showed that the attitude toward the retweeting behaviors was influenced by the individual intrinsic motivation and the norm of reciprocity. Social trust also had a significant influence on the intention to retweet. This study discusses the implications of these findings.

• 한국HCI학회:학술대회논문집
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• 2006.02b
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• pp.462-467
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• 2006

이 연구는, 대중매체를 미술에 도입한 미디어아트가 대중에게 긍정적인 평가를 받고 있고 콘텐츠의 범위가 증대되고 있는 시점에서 총체적 의미의 사회자본이 된다는 가능성의 연구이다. 이러한 가정 하에 현시점의 미디어아트와 대중의 유대관계, 그 커뮤니케이션의 변화 양상에 대해 몇 가지 사례를 중심으로 살펴보고자 한다. 미디어아트가 사회자본으로서 영향을 미치기 위한 전제를 세가지로 분류하였다. 첫 번째, 사회 참여적인 미디어 장치로서 저널리즘의 속성을 가진 미디어아트, 두 번째는 다양한 문화활동의 프로토타입이 되는 미디어아트, 세 번째로는 일상공간에서의 미디어아트이다. 대중매체의 이용이 사회자본의 구성 요소인 신뢰와 사회적 연계 망에 미치는 효과에 대해서는 기존에 발표된 연구들과 2003년 수행된 대규모 매체 이용행태 자료에서 이미 검증되었다. 디지털미디어아트가 사회자본의 하위구성 요소인 신뢰와 정치참여, 문화적 아이콘으로서의 역할 및 예술생산품으로서의 기능에 대해서는 현재 국내에서 대중과의 소통을 위한 미디어아트의 시도가 점차 증가되고 있는 추세이다. 웹 아티스트, 미디어 아티스트로 알려진 '장영혜중공업' 은 온라인미디어를 통해 현대사회의 정치적, 사회적 이슈와 화두들을 강력하게 표현하고 있고, 대중매체의 조명을 받고 있는 아티스트 '낸시랭' 은 'SSAMZIE' 브랜드를 통해 예술의 문화적, 경제적 활동에 새로운 모델을 제시하였다. 사용자에게 총체적인 경험을 제공하는 일상 생활공간 속에서의 미디어아트는 예술의 대중화를 실현하고 있으며, 일상에서의 경험으로 인하여 대중에게 시각적, 과학적, 심미적 즐거움을 주고 있다. 이처럼 디지털미디어를 이용한 예술은 인터넷을 비롯한 대중매체를 통해 디지털미디어아트의 공적 신뢰를 확대시키고 콘텐트의 범위와 가치를 증대 시키며, 사용자경험의 폭을 확대시켜 점차 새로운 가치체계를 형성해 나갈 것이다. 이는 디지털미디어아트가 사회자본으로서 아직은 미약하지만 사용자의 조작과 참여의 경험으로 인해 디지털 세대에게 적합한 문화아이콘을 만들어 나가며, 사회의 새로운 이용자 패턴, 참여 의식의 확대, 예술의 대중화로 인하여 미래 우리의 삶을 구성하는 사회자본이 될 것으로 그 가능성을 전망해본다.

• The Journal of the Korea Contents Association
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• v.16 no.5
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• pp.623-637
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• 2016

This study examined the importance of social capital in facilitating older adults' learning and adaptation of information technology as well as alleviating depressive symptoms. At two senior community centers in South Korea, 144 adults aged 60 and older were recruited to participate in 12 week-long technology classes to learn computers, smart phone, and internet skills. At the baseline interviews were conducted to assess their health status, depression, and online social relationships. Online and offline social capital (bonding vs. bridging) was assessed (Williams, 2006). Four-step Hierarchical Linear Regression analysis was conducted to examine the effects of online social relationship on depression. Findings suggested that depressive symptoms were associated with being widowed, being unemployed, and perceiving poor health status. Adding social capital variables in the final step, older adults who perceived less stressors, greater level of subjective health and high online bonding capitals had less depressive symptoms. Only online social bonding was significant in alleviating depression. This final model explained 48% of the variance. Computer/Internet training for older adults need to consider the significant role bonding social capital can play. The findings of this pilot study provided a preliminary base of knowledge about acceptable community-based interventions for older adults.