• The Journal of the Korea Contents Association
• /
• v.21 no.12
• /
• pp.448-462
• /
• 2021

Only a few studies investigated the relationship between exchange structure and solidarity in online communities and even reported conflicting results. This study attempts to shed lights on this relationship by introducing a moderating variable, i.e., exchange benefits, based on the social exchange theory. Also, distributed knowledge is considered as a determinant of exchange structure. The results of a field study from 380 online communities show that both direct and generalized exchange structures have positive effects on community solidarity, but their effects vary depending on the level of exchange benefits. When exchange benefits are high, generalized exchange influences community solidarity more than direct exchange does, whereas at a low level of benefits there are no significant differences between the two exchange structures. Also distributed knowledge turns out to be a significant influencer of generalized exchange.

• Journal of the Korean housing association
• /
• v.25 no.2
• /
• pp.45-54
• /
• 2014

In line with the previous study on the level of social cohesiveness of public rental housing communities in Seoul, this study investigated the community activities as a result of community cohesiveness and identified the cultural influences on the cohesiveness of the same case study areas. In general, there was relatively more active and voluntary participation of the residents in the community activities in the housing estates with higher social cohesiveness. The four communities were active in reporting community problems to the housing managers, greatly relying on the housing managers to solve the problems. In addition, mutual aid and community self-help were facilitated mainly through the activities of women's associations. However, small membership of community organisations and occasional disputes between the community organisations and estate managers, and among the community organisations themselves, seemed to have hampered the positive effects of the social cohesiveness in the case study areas. In terms of the cultural attributes, coexistence of collectivism and individualism, consideration of neighbourliness as an ideal social norm, incorporation of the neighbourhood environment into the housing estate environment and extensive use of outdoor public spaces were found.

• Proceedings of the Korea Contents Association Conference
• /
• 2019.05a
• /
• pp.37-38
• /
• 2019

최근 인터넷 기반의 웹 2.0의 시작으로 정보나 콘텐츠를 누구나 이용할 수 있는 인터넷환경이 제공되었다. 특히 소셜미디어를 통해 빠르게 공통관심사를 공유할 수 있는 커뮤니티를 구성하고 있으며, 온라인에서의 공동체는 개인의 정체성과 집단적 정체성을 교차하는 영역을 이루고 있다. 이러한 온라인 공동체에서 팬덤은 참여가 높고 사적 수준에서 결속력이 강한 공동체를 형성하는 집단이라고 할 수 있다. 본 연구는 이러한 문화 현상에서 유대관계가 강하게 형성된 '팬덤'이라는 이용자를 대상으로 이용동기 요인과 이에 따른 스타와의 상호작용을 통해 형성되는 커뮤니티의 충성도에 어떠한 영향을 미치는가를 알아보고자 한다. 커뮤니티 사례의 내용분석을 통해 팬덤의 일반화된 이용동기에 관해 살펴봄으로써 커뮤니티의 사용자 측면에서 시사점을 제시하고자 하였다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.14 no.4
• /
• pp.199-209
• /
• 2019

The importance of business strategy for successful social media engagement has quickly increased as more businesses engage in social media. The importance is even greater for startup companies because startup companies are genuinely new to business, and they need to increase their presence in the market, and quickly access future customers. The objective of this paper lies in exploring key indicators of social media engagements by selected startup companies. The key indicators include two aspects of social media usages by the companies: i) overall social media activities, and ii) properties of network structure of the information flow platform provided by social media service. To better assess and evaluate the key indicators of social media usages by startup companies, the indicators will be compared with those of selected large established companies. Twitter is selected as a social media service for the analysis of this paper, and using Twitter REST API, data regarding the key indicators of overall Twitter activities and the Twitter follower-network of each company in the sample are collected. Then, the data are analyzed using social network analysis and hierarchical clustering analysis to examine the characteristics of the follower-network structures and to compare the characteristics between startup companies and established companies. The results show that most indicators are significantly different across startup companies and established companies. One key interesting finding is that the startup companies have proportionally more influencers in their follower-networks than the established companies have. Another interesting finding is that the follower-networks of startup companies in the sample have higher modularity and higher transitivity, suggesting that the startup companies tend to have a proportionally larger number of communities of users in their follower-networks, and the users in the networks are more tightly connected and cohesive internally. The key business implication for the future social media engagement efforts by startup companies in general is that startup companies may need to focus on getting more attention from influencers and promoting more cohesive communities in their follower-networks to appreciate the potential benefits of social media in the early stage of business of startup companies.