• The Journal of the Korea Contents Association
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• v.13 no.5
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• pp.396-407
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• 2013

The role of influentials to maximize word-of-mouth effect can be seen to be very important. In this paper, we have the perspective of corporate marketing to understand Twitter influentials. We start from the point of view of who can induce eventually most exposure of tweets when he tweets the company's specific marketing messages. From this perspective, we observe both the follower influentials who have many followers and the retweet influentials who induce many retweets by visualizing graphs from network data collected via Twitter Search API. Although some users have small followers they may bring much more exposure than follower influentials if they can induce retweets by follower influentials. On the contrary, some retweet influentials who don't induce retweets by follower influentials may bring very little exposure. This suggests the fact that some small users who can induce retweets by influentials might have more important role than influentials themselves in order to increase the exposure of tweets. These users also are seen to have high centrality measures in the network structure.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.455-465
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• 2016

The purpose of this study was to examine the effect of twitter influenctials on users' willingness on express opinions. Based on the spiral of silence and corrective action hypothesis, the contradictory hypotheses were drawn. The online expeiment was conducted to verify which hypothesis is valid. Participant were assigned to the four experimenatal conditons: a famous influential's twit which agrees with the issue; a famous influential's twit which disagrees with the issue; an ordinary influential's twit to agree with the issue; an ordinary influential's twit to disagree with the issue. Results showed that opinion congruency with a twitter influential did not influence participants' willingness to express opinion online and offline, but the interaction effect with the type of influentials was found. Opinion dissonance with an ordinary tiwtterian increased willingness to express opinion. The findings suggest that twitter influentials, particulary an ordinary influentials with differnet opinions, can motivate users to express their own opinion.

• Asia Marketing Journal
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• v.11 no.2
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• pp.73-96
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• 2009

In this paper, authors focused on the difference between successful and unsuccessful items in terms of the innovation and imitation parameters of Bass diffusion model. Each item was scraped by members directly from the minihompies they visit. Top 50 items in terms of total number of adoption are classified as successful items and the 50 items whose total number of adoption was just below the average are classified as unsuccessful items. In particular, authors are interested in investigating the role of influentials in the diffusion process. Influentials are defined as those people whose network centrality (Indegree, Outdegree, and Betweeness centrality) was larger than the mean centrality in their social network. Figure 1 shows the plots of number of scraping, cumulative scraping, indegree, outdegree and betweenness of the people who scraped the most popular item among 100 items.

• Communications of the Korean Institute of Information Scientists and Engineers
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• v.28 no.3
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• pp.24-30
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• 2010

• Journal of Korean Society for Geospatial Information Science
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• v.22 no.4
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• pp.21-30
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• 2014

Lately, new influentials have secured a large number of volunteers on social networks due to vitalization of various social media. There has been considerable research on these influential people in social networks but the research has limitations on location information of Location Based Social Network Service(LBSNS). Therefore, the purpose of this study is to propose a spatial detection methodology and application plan for influentials who make comments about diverse social and cultural issues in LBSNS using spatial statistical analysis methods. Twitter was used to collect analysis object data and 168,040 Twitter messages were collected in Seoul over a month-long period. In addition, 'politics,' 'economy,' and 'IT' were set as categories and hot issue keywords as given categories. Therefore, it was possible to come up with an exposure index for searching influentials in respect to hot issue keywords, and exposure index by administrative units of Seoul was calculated through a spatial joint operation. Moreover, an influential index that considers the spatial dependence of the exposure index was drawn to extract information on the influential areas at the top 5% of the influential index and analyze the spatial distribution characteristics and spatial correlation. The experimental results demonstrated that spatial correlation coefficient was relatively high at more than 0.3 in same categories, and correlation coefficient between politics category and economy category was also more than 0.3. On the other hand, correlation coefficient between politics category and IT category was very low at 0.18, and between economy category and IT category was also very weak at 0.15. This study has a significance for materialization of influentials from spatial information perspective, and can be usefully utilized in the field of gCRM in the future.

• Journal of Korean Historical Folklife
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• no.30
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• pp.7-41
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• 2009

In this studying we could look that the rites for fortress under the rule of Silla's national rites was the one background which made Seonghwang religion in China was accepted in our nation. In Silla's national rites, fortress was the objects for rites and they were such as Bukhyeong fortress, Galim fortress, and Toseo fortress. These were belonged under Silla's national rites together with rites for famous mountains and big streams but differed from rites for mountains and streams. The fortresses which were belonged under Silla's national rites played a role as governing place during three nations era, but their prestigious position grew lower after provincial systems were consolidated. Fortress was the protectional building to protect the territory from the enemies. Silla's experiencing the war of three nations made them consider much the role of fortress as the important military location. And Silla included the rites for fortress into their national rites and governed the territory. The Galim fortress among them was got rid of Silla's national rites, and the rite seemed to be succeeded by provincial influentials. And this seemed to be the foundation for the provincial influentials in lateral Silla period to accept Seonghwang religion of China. And the fortress belonged to Silla's national rites was Kunhyeon fortress. Seonghwang-sa in Gorye was located in the fortress had governing place. Galim-fortress, Bukhyeong fortress, and Toseo fortress were also the important military locations. Seonghwang-sa in Gorye was the military strategic position, too and the deity for Seonghwang had the power to deal with the victory and defeat. From this, the background that the rite for Seonghwang in Gorye could be belonged to national rites comparatively early differed from China's was searched in the rites for fortress belonged to Silla's national rites.

• Journal of Industrial Convergence
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• v.2 no.2
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• pp.47-68
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• 2004

The term "social marketing" was first introduced in 1971 to describe the use of marketing principles and techniques to advance a social cause, idea, or behavior. Social Marketing is a strategy for changing behavior. It utilizes concepts of market segmentation, consumer research, product concept development and testing, directed communication, facilitation, incentives, and exchange theory to maximize the target adopters' response. Social marketing requires knowledge of each target-adopter group, including its 1. social demographic characteristics, 2. psychological profile and 3. behavioral characteristics. To know the target adopters in these three related ways enables social marketer to make more accurate predictions. In addition to differentiating among and selecting target adopter groups, the social marketer will identify influence-holding groups, or influentials, who can affect a program's success. Great changes and opportunities exist to produce changes in the ways that individuals and groups think and behave and in meeting human needs. The balance of the scales of social change, we hope, will shift away from the use of force and violence to the use of persuasion and voluntary action. I trust that this dissertation will be useful highlighting the strategies and means of peaceful, planned social change designed to elevate the quality of life.

• Journal of the Korea Society of Computer and Information
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• v.20 no.6
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• pp.127-140
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• 2015

In this study, we aim to analyze the relationship between the centrality in the social network and the sentiment of medial web forum users. In recent, many people use online resources to obtain health and wellness information especially social media resources. In the medial web forum, people give and receive informational supports and emotional supports and this interaction forms the social network. We analyze the social network, derive node characteristics in terms of centrality and compare the centrality index and the sentiment score derived from users' messages. We found that as more people express their emotion, they possess higher central position in the network. Further, people who express positive emotion in their messages have higher central position in the network than people who have negative emotion. This study will help to identify influentials of emotional supports to others and finally to control the depression of Alzheimer's disease patients and their related ones.

• Journal of the Korean Society for information Management
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• v.36 no.2
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• pp.201-222
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• 2019

The Perfectionism Index (PI) is an indicator that is recently proposed to distinguish influential researchers from mass producers. In this study, Near Perfectionism Index (NPI), an improved indicator of Perfectionism Index, can be a solution to the problem of PI that indiscriminately gives a penalty to all low-cited papers regardless of publishing time or other issues. NPI improved the method to give a penalty to tail complement area considering the citation distribution curve. It prevents the improvement of the h-index from adversely affecting the researcher's influence indicator. This study uses NPI to evaluate information and library science journals in Web of Science database. It successfully distinguishes between influential journals and mass producers unlike journal h-index or average citation frequency which could not differentiate influentials from mass producers.

• Korean journal of communication and information
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• v.31
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• pp.51-84
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• 2005

The purpose of this paper is to investigate characteristics of active information and opinion giver in the interactive-public communication space of internet. More specifically, this study explores that the active information and opinion giver have the same traits with opinion leader, which are personal attributes (topic involvement and individuation), social activity, source of information and influentials, and socio-demographic attributes. The research consisted of a questionnaire, which was administered using e-mail, and 175 replies were returned. The results show that higher activity of sending information and opinion is associated with characteristics of opinion leader. First, It was found that higher activity group in sending information and opinion have higher degree of topic involvement and individuation than lower group. Second, the former is more active behavior than the latter in social activity. Third, it was examined that behaviors of sending and giving information and opinion with interpersonal communication channel was connected with those of the interactive-public communication space in internet. Also, the result of analysis with mass communication channel was found the distinction in three different kinds of magazines which is related with specific media. Finally, characteristics of socio-demography were not different between two group, with the exception of gender.