• Journal of Internet Computing and Services
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• v.18 no.6
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• pp.113-125
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• 2017

This study focused on the difference between the volume of rumors and types of rumors via social media based on case studies and network analysis. Rumors are classified into core statement, peripheral statement, core gossip, and peripheral gossip based on their factuality and influence. The diffusion of opinions via social media is classified into dispersive mob, solid mob, dispersive minority, and solid minority based on the volume of node and its interactivity. The results of this study show that, core gossip is actively dispersed. Users are more interested in the influence of rumor than in rumors that appear the be factual. This study highlighted what the role of government when rumor is diffusing and in the aspect of message what the characteristic of rumor.

• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 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
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• v.84
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• pp.152-188
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• 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.

• Korean System Dynamics Review
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• v.14 no.4
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• pp.5-35
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• 2013

The study examines the play theory based internet rumor process by using simulating tools, Vensim, which offer a new theoretical basis from which to explore complex adaptive social system. Internet rumor is not a simple linear diffusion process, but a complex interaction behavior between the actors of production and diffusion. Rumor actors consist of two type of diffusion, which is rumor mongers and playful mongers. These two type of mongers make the internet rumor as collective system. Playful mongers play strategically to maximize playfulness. Internet rumor as play is consequence of collective framing constituted by dynamic interaction and playfulness. The networking space spreading internet rumor function as a playground which mobilize play rule, ignoring fact based framing. Rumor as paly, even though it turns out to be a false and loses the public attentions rumor sustains the game play function which makes the rumor without natural extinction. The study proves that playful mongers is a main actors in rumor play ground.

• KIPS Transactions on Software and Data Engineering
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• v.8 no.7
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• pp.275-288
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• 2019

In this paper, we consider a rumor source inference problem when sufficiently many nodes heard the rumor in the network. This is an important problem because information spread in networks is fast in many real-world phenomena such as diffusion of a new technology, computer virus/spam infection in the internet, and tweeting and retweeting of popular topics and some of this information is harmful to other nodes. This problem has been much studied, where it has been shown that the detection probability cannot be beyond 31% even for regular trees if the number of infected nodes is sufficiently large. Motivated by this, we study the impact of query that is asking some additional question to the candidate nodes of the source and propose budget assignment algorithms of a query when the network administrator has a finite budget. We perform various simulations for the proposed method and obtain the detection probability that outperforms to the existing prior works.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.269-287
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• 2016

This study explores of press report on the death of Beongen Yoo based on network analysis and how issue diffuses via Internet and SNS in mainstream news and conservative channels of comprehensive programming. Issue salience, word's visibility and word's connectivity are the main keyword and analysis criteria of this study. Conservative channel of comprehensive programming focused on the surrounding information rather than core information compared to Mainstream media, Conservative channels of comprehensive media was interested in Yu, Beongeon, an article left, brand, rumor of a body and Mainstream media focused on the results of DNA test. Mainstream media covers this case as the discovery of the Yu, Beongeon body, Mainstream media reported as 'the discovery of the body frame, conservative channels of comprehensive programming reports as blame of investigation at the first stage. The former focuses on the cause of death and the latter focuses on the raising of strong doubts frame at the second stage. In case of the third stage the latter covered on the emphasis of the surrounding information. They frames the issue differently based on network analysis. The view point of conservative channel of comprehensive programming is diffused via SNS. This study highlights the role of journalist of mainstream media in the process of agenda-setting

• Proceedings of the Korea Information Processing Society Conference
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• 2019.10a
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• pp.380-383
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• 2019

인터넷의 급속한 발전은 네트워크를 통해 많은 정보를 흘러가도록 만들었다. 그 정보들 중에는 다른 시스템이나 사용자에게 루머나 바이러스와 같은 좋지 않은 정보를 포함하는 경우도 있는데, 이에 대비해서 이런 악성정보가 더 많이 퍼져나가지 않도록 다양한 보안방법들이 제안되었다. 본 논문에서는 이를 위해 정보를 처음 퍼뜨린 근원을 추정해 나가는 문제를 고려한다. 특히, 기존의 이 문제를 다룬 많은 연구에서와는 다르게 본 연구에서는 정보가 시간이 지남에 따라, 혹은 근원으로부터 멀어짐에 따라 그 전파력이 감쇠되는 여러 가지 정보확산 모델을 고려한 후, 각각의 모델에서 트리기반 추정법을 사용하여 정보의 근원을 얼마나 잘 탐지해 내는지에 대해 살펴본다.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2004.05a
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• pp.192-199
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• 2004

Concerning the circumstance of corporate management, which is the appearance of various stakeholder and the possibility of widespread in irresponsible rumours, the objective rating a company in more highly emphasized in these time. According to the situation, various measures are being suggested. One of those efforts, environmental, sustainable, or corporate social responsible(CSR) aspects, which are based on the environmental risk reduction capability are regarded as an important component. In this study, we reviewed the CSR, which is most important Survival factor to the KEPCO's sustainability and some issues are suggested to maximize the KEPCO's corporate value.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.21 no.3
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• pp.155-163
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• 2011

Rumor or abusive web postings in internet has become a social issue. Web postings may be proposed on evidence in form of a screenshot in libel suit, but a screenshot can be easily modified by computer programs. A person can make ill use of the screenshot which is modified deliberately original contents to opposite meaning in a lawsuit. That makes an innocent person to be punished because it can have difficulties to verify despite analyzing the server data. A screenshot of web postings is likely to fail to prove its authenticity and it is not able to reflect the fact. If notarization for web postings is offered, clear and convincing evidence can be submitted in a court. So, related techniques and policies should be established In this paper, we propose some technical and legal conditions and design for notarization and archive system of web postings for litigation.