• International Journal of Knowledge Content Development & Technology
• /
• v.7 no.4
• /
• pp.5-26
• /
• 2017

A cross-cultural comparison of social networking structure on McDonald's Facebook fan sites between Taiwan and the USA was conducted utilizing the individualism/collectivism dimension proposed by Hofstede. Four network indicators are used to describe the network structure of McDonald's Facebook fan sites: size, density, clique and centralization. Individuals who post on both Facebook sites for the year of 2012 were considered as network participants for the purpose of the study. Due to the huge amount of data, only one thread of postings was sampled from each month of the year of 2012. The final data consists of 1002 postings written by 896 individuals and 5962 postings written by 5532 individuals from Taiwan and the USA respectively. The results indicated that the USA McDonald's Facebook fan network has more fans, while Taiwan's McDonald's Facebook fan network is more densely connected. Cliques did form among the overall multiplex and within the individual uniplex networks in two countries, yet no significant differences were found between them. All the fan networks in both countries are relatively centralized, mostly on the site operators.

• Journal of Information Technology Services
• /
• v.13 no.3
• /
• pp.257-274
• /
• 2014

Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.39 no.3
• /
• pp.337-352
• /
• 2015

This study selected a case study method conforming to qualitative research in order to analyzed how each type of fashion enterprises uses SNS in-side of fashion marketing based on content the researcher monitored and selected from the Facebook website for each enterprise. The standard to select fashion brands in this study is a graded list made based on ranking 5 analysis sites on social media (Socialbakers, socialDigm, Pulse K, BigFoot9, L2). The researcher sorted and then analyzed 2 brands that have many fan joiners and followers among fashion brands that were ranked top of the graded list, work in Facebook animatedly, and had representativeness in each type (SPA, Sports Brands). The study was conducted from January 2013 to March 2013, and the index of Facebook consisted of 3 kinds of elements (comment, like, and share). Each numerical value was counted to decide the monthly ranking. Content analysis was divided into public relations about brand, public relations about products, and customer participation and activities; consequently, the researcher investigated which content was post conforming to the ranking. The study analyzed the analysis results of each brand derived through the method of study compared to other brands. The results are as follows. In case of SPA brands, the category accounting for high rank in index analysis are public relation events to attract customer attention and products and offering information. The results of the monthly trend about whole post category were also similarly analyzed so the promotion goal that the brand wants to seek in priority coincides with the customer compliance rate. Next, in the case of sports brand, public relations for products offering information, event for arousing customer concern, and participation activities accounted for a high rank in the index analysis and posted the most in the analysis of the monthly trend for whole post category. The researcher came to understand that the direction of content for brands shown through Facebook coincides with customer sympathy.