• Journal of Intelligence and Information Systems
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• v.26 no.1
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• pp.75-95
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• 2020

With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the company's Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebook's 'OK', 'Attachment', 'Share', and 'Number of Click' which are the dependent variables of this study. in order to measure the outcome of the target, the consumer's response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebook's ad numbers 'reach', 'exposure', 'like', 'share', 'comment', 'clicks', and 'CPC' depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebook's user behavior were analyzed using regression analysis. Content materials are related to the content's difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users' interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users' behavior would be different depending on the language and formality. For dependent variables, 'OK' and 'Full Click Count' are set by every user's action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the dependent variable, and found that 'good' factors such as 'self association', 'actual use', and 'hidden' are important. Could. Material difficulties', 'actual participation' and 'large scale * difficulties'. In addition, variables such as 'Self Connect', 'Actual Engagement' and 'Sexual Sexual Attention' have been shown to have a significant impact on 'Full Click'. It is expected that through research results, it is possible to contribute to the operation and production strategy of company Facebook operators and content creators by presenting a content strategy optimized for the purpose of the content. In this study, we defined each independent variable in the existing research literature and analyzed its effect on the dependent variable, and we could see that factors on 'good' were significant such as 'self-association', 'reality use', 'concernal material difficulty', 'real-life involvement' and 'massive*difficulty'. In addition, variables such as 'self-connection', 'real-life involvement' and 'formative*attention' were shown to have significant effects for 'full-click'. Through the research results, it is expected that by presenting an optimized content strategy for content purposes, it can contribute to the operation and production strategy of corporate Facebook operators and content producers.

• Journal of Intelligence and Information Systems
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• v.19 no.1
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• pp.57-77
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• 2013

Social media has become one of the most popular media in web and mobile application. In 2011, social networks and blogs are still the top destination of online users, according to a study from Nielsen Company. In their studies, nearly 4 in 5active users visit social network and blog. Social Networks and Blogs sites rule Americans' Internet time, accounting to 23 percent of time spent online. Facebook is the main social network that the U.S internet users spend time more than the other social network services such as Yahoo, Google, AOL Media Network, Twitter, Linked In and so on. In recent trend, most of the companies promote their products in the Facebook by creating the "Facebook Page" that refers to specific product. The "Like" option allows user to subscribed and received updates their interested on from the page. The film makers which produce a lot of films around the world also take part to market and promote their films by exploiting the advantages of using the "Facebook Page". In addition, a great number of streaming service providers allows users to subscribe their service to watch and enjoy movies and TV program. They can instantly watch movies and TV program over the internet to PCs, Macs and TVs. Netflix alone as the world's leading subscription service have more than 30 million streaming members in the United States, Latin America, the United Kingdom and the Nordics. As the matter of facts, a million of movies and TV program with different of genres are offered to the subscriber. In contrast, users need spend a lot time to find the right movies which are related to their interest genre. Recent years there are many researchers who have been propose a method to improve prediction the rating or preference that would give the most related items such as books, music or movies to the garget user or the group of users that have the same interest in the particular items. One of the most popular methods to build recommendation system is traditional Collaborative Filtering (CF). The method compute the similarity of the target user and other users, which then are cluster in the same interest on items according which items that users have been rated. The method then predicts other items from the same group of users to recommend to a group of users. Moreover, There are many items that need to study for suggesting to users such as books, music, movies, news, videos and so on. However, in this paper we only focus on movie as item to recommend to users. In addition, there are many challenges for CF task. Firstly, the "sparsity problem"; it occurs when user information preference is not enough. The recommendation accuracies result is lower compared to the neighbor who composed with a large amount of ratings. The second problem is "cold-start problem"; it occurs whenever new users or items are added into the system, which each has norating or a few rating. For instance, no personalized predictions can be made for a new user without any ratings on the record. In this research we propose a clustering method according to the users' genre interest extracted from social network service (SNS) and user's movies rating information system to solve the "cold-start problem." Our proposed method will clusters the target user together with the other users by combining the user genre interest and the rating information. It is important to realize a huge amount of interesting and useful user's information from Facebook Graph, we can extract information from the "Facebook Page" which "Like" by them. Moreover, we use the Internet Movie Database(IMDb) as the main dataset. The IMDbis online databases that consist of a large amount of information related to movies, TV programs and including actors. This dataset not only used to provide movie information in our Movie Rating Systems, but also as resources to provide movie genre information which extracted from the "Facebook Page". Formerly, the user must login with their Facebook account to login to the Movie Rating System, at the same time our system will collect the genre interest from the "Facebook Page". We conduct many experiments with other methods to see how our method performs and we also compare to the other methods. First, we compared our proposed method in the case of the normal recommendation to see how our system improves the recommendation result. Then we experiment method in case of cold-start problem. Our experiment show that our method is outperform than the other methods. In these two cases of our experimentation, we see that our proposed method produces better result in case both cases.

• The Transactions of The Korean Institute of Electrical Engineers
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• v.67 no.7
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• pp.954-961
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• 2018

In this paper, a chatbot for emotional stress recognition and management using rule-based method and NLP is designed and developed to tackle various emotional stresses of people through questionnaire. For this, Dialogflow as open chatbot development platform and Facebook messenger as chatting platform are used. We can build natural and resourceful conversational experiences through predefined questions by using powerful tools of Dialogflow, and can use developed chatbot on the Facebook page messenger. Developed chatbot perceives emotional stresses of user by user-input which is either text or choice of predefined answer. It also gives user questions according to the user's feeling, and assess the strength of the emotional stresses, and provide a solution to the user. Further research can improve the developed chatbot by using open Korean NLP library and database of emotions and stresses.

• Proceedings of the Korean Society of Computer Information Conference
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• 2019.01a
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• pp.299-300
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• 2019

신입생과 재학생들이 학사업무에서 문의사항이 있을 시 전화를 이용하는 방법보다 변화된 생활 환경에 맞게 SNS를 많이 이용하므로 이를 통한 문의가 증가하고 있어 이를 자동으로 응답할 수 있도록 챗봇(Chatbot)을 활용하는 사례도 증가하고 있다. 이에 경운대학교 학사업무에 대한 문의를 자동으로 응답하는 챗봇을 개발하여 학생들에게 제공하여 효율적인 응답체계를 만들고자 한다. 이를 위해 Dialogflow플랫폼을 사용하여 챗봇에게 질문했을 때 답을 하는 응답내용을 개발하고, Webhook을 사용해서 Facebook Messenger플랫폼에 연동하여 챗봇을 Facebook Page에 만들어 응용하였다. 또한 실제 채팅을 통해 실험하여 결과를 확인하였다.

• Cartoon and Animation Studies
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• s.40
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• pp.423-442
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• 2015

In a digital environment that is keep in change content from smart phones to tablet PC are a social network service is holding deep place in our lives. Social networking applications has building a network and communication with others than other application, it means that Social networking applications are sharing not only personal purpose in that trend of variety and competition of these social networks can be expected to trend and be developed thru analysis of user certification. this study of social network service application is proposed to developing of application thru analyze the two-effective application which is high ranked in google store. the theoretical foundation was set based on the seven elements of the social network service of the information structures designed by Jean Smith. This study proceeded analysis is for the functional elements of Facebook and Instagram, and the advantages and disadvantages through survey research. As a result of the empirical analysis to user of Instagram and face book of communication, identity, satisfaction for the group are equally. Instagram is about the presence, reputation, and Facebook has had a high level of satisfaction for each sharing and relationship. Facebook got high satisfaction from sharing features, but user feel of discomfort in the randomly showing advertising content. Instagram is not showing off advertise on common page of content, it is good point to be complementary to facebook. And, Instagram hashtag is good for convenience, but satisfaction is high with Facebook. in order to increase the satisfaction of Instagram, it is necessary to consider the main advantage of the communication and the functional aspects of the share from facebook.

• (The) Korean Journal of Advertising
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• v.25 no.5
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• pp.7-42
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• 2014

This study is designed to examine the effects of information source's social distance on message attitude and online word-of-mouth intention (e-WOM). It also examined the moderation effects of blatant persuasive intention of message, the normative interpersonal influences, and the informative interpersonal influences on the relationship between social distance and advertising effectiveness. This study employed an experiment: 2(far/near social distance far/near) ${\times}2$(high/low blatant persuasive intention of message) ${\times}$(high/low normative interpersonal influences) ${\times}2$(high/low informative interpersonal influences). The results of this study are as follows. First, closer social distance led to more positive message attitude and higher online word-of-mouth intention. Second, when blatant persuasive intention of message is low, the effects of social distance on message attitude and WOM intention were more noticeable while those effects were less significant for high blatant persuasive intention of message. Third, there were no interaction effects of social distance and normative interpersonal influences on advertising effectiveness. Fourth, the effects of social distance on message attitude and WOM intention were more significant for high informative interpersonal influences than for low informative interpersonal influences. Implications of study findings are provided for strategic use of corporate Facebook page to generate positive consumer responses.

• Journal of Contemporary Eastern Asia
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• v.15 no.2
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• pp.145-161
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• 2016

Using the Sunflower movement as a case study, this article seeks to articulate a theoretical framework to evaluate online "free spaces" as tools for political mobilization. To this end, this article conducts a thematic and content analysis of 151 posts on the official Facebook page of the Sunflower movement. Key results uncover four thematic functions among posts - expressive, informative, informative-support, and promotional - that overlap, in which the expressive theme prevails, and two thematic topics discussed by posts - damages by protesters and their ideology of freedom. I conclude that: (1) combining the logistic and thematic dimensions of posts enables a specific understanding of an online free space's political viability and anticipates the campaigns it will connect itself to; (2) the networked nature of the Sunflower movement page prompts the reconceptualization of (i) online free spaces as nodes through which various political campaigns and struggles are thematically connected by a political ideology; (ii) inactivity as a strategy where protest capital and followers accumulate to prepare and empower future mobilizations.

• The Journal of the Korea Contents Association
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• v.14 no.2
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• pp.19-27
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• 2014

The amount of personal information has increased dramatically due to the prevalent use of smartphones and the rapid growth of social networking services. Under these circumstances, there has been a lot of efforts to obtain new information based on the overflowing personal data. The conventional character analysis method, which heavily relies on personal surveys, had some limitations in that it was difficult for psychologist to have a complete access to the surveyed results. When it comes to celebrities, however, it is relatively easy to access to their information through various media. Therefore there has been various researches that examined celebrities' personalities. On the contrary, not many studies have focused on analyzing the characteristics of the general public whose information is not so accessible. In this research, we suggest a method to analyze ordinary people's characteristics based on information available via their social networking services. This research focuses on developing a Facebook-native application, which examines the user's character type based on the posts shared in the user's Facebook page.

• Journal of Digital Convergence
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• v.14 no.11
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• pp.481-488
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• 2016

This study is about comparing the mobile user experience of Facebook and Instagram which are most often used among the recent SNSs by the people in their 30s and under. This study analyzed the user experience level after dividing the user experience factors through the Creating Pleasurable Interfaces model, and suggested the mean analysis as well as the result of Wilcoxon rank test which is a nonparametric statistics method. As a result of study, the Display information visually factor in functional factor and the configuration of the main page in convenient factor were a statistically significant difference in the mobile user experience of Facebook and Instagram. It is expected that this study may help seeking the user experience factors to be promoted preferentially in a competitive situation through the statistical comparative evaluation of the experience of two SNS users.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.145-158
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• 2022

Although the rapid development of technology has led to a swift increase in the number of companies using social networking services (SNS), it will not be accurate to say that they have fully "utilized" the functionality of SNS simply by "using" these services. Therefore, this study aims to increase the convenience of using digital technology and help SNS users in extending the functionality of these services beyond their regular use and thus, revitalize the field by increasing the service providers' efficiency. In this study, the Facebook usage status of a graduate school newspaper from an undisclosed university in Seoul was analyzed from February to December, 2021 using the participant observation method. The results of the study revealed the following: First, it is necessary to diversify the subject and type of content to ensure a continuous supply of quality content; Second, there is a need to examine the user categories and characteristics by utilizing SNS functionalities such as, the target reports and insights, and based on this, supply content that meets the needs of the users; Third, to resolve the problem of low levels of user participation and an inactive Facebook account, it is necessary to mobilize new marketing tools like online events. The significance of this study is that it confronts the real problems faced by some companies that cannot keep pace with market changes in a digital environment, identifies failure factors, and proposes solutions to them.