• Journal of Information Technology Services
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• v.14 no.1
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• pp.263-276
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• 2015

As a social being, people can cooperate and control one another through the power of reputation, which is a critical opinion of someone given by others. Nevertheless, there have been obstacles in clarifying the identity of traditional types of reputation, for they are mostly words of mouth passed among members of a society. However, due to dramatic technological advancement and widespread use of the Internet and social media, now we can clearly see and analyze written reputations, which used to be passed only from mouth to mouth. Against this background, this study examines whether a negativity bias-a notion that an event of a more negative nature has a greater effect on one's psychological state than a positive event-applies to spread of reputation online, and examines related factors and effects. To this end, reputation-related online comments left by social media users during the election period of Korea's 6th provincial election on 4 June 2014 were analyzed. For the analysis, a Bass diffusion model was used, which is based on the innovation diffusion theory. The analysis results confirmed that, at online forum, negative reputations spread more quickly and more widely than positive ones, had a greater impact, and mass media such as online news outlets had a significant influence on spread of reputation online.

• Journal of Distribution Science
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• v.21 no.3
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• pp.25-36
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• 2023

Purpose: Brand community in higher education institutions comes up as an important topic to be discussed because the relationships among consumers can support the institutional brand and ultimately give meaning and vitality to the market-oriented strategy. This study aims to investigate how the literature on brand community in higher education have been distributed in research trends, theoretical frameworks, and methods. Research design, data and methodology: A total of 24 articles were organized from four reputable international databases. Content analysis were performed followed by synthesis toward potential directions and suggestions. Results: The researches in this area have increasingly focused on online interaction. Social identity theory and relationship theory were the two most prevalent theories used. Since the internet provides any social relationship with a specific relationship to form the brand community, its contextualization in higher education resulted in new concept implementation. Conclusions: The relationship within online participati on has impacted the market-oriented strategy of higher education in searching for ways toward a long-term and enduring bond among students, alumni, institutions and brands. As there is a plenteous prospect of data availability combined with big data analysis technology, the online participation will pique the interest of scholars to conduct further research on it.

• Journal of Korea Game Society
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• v.15 no.1
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• pp.35-44
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• 2015

The purpose of this study is to analyze user-generated rules in online games and to define the way of players' identities are developed. This study focuses on the online game League of Legends, which originated from use map system. Based on rule theory, this study analyzes the characteristics of user-generated rules. As the result, this study proves that the main rule of online game is not the rules made by developers, but the emergent rules made by players. Through rule-detection and rule-selection process, user-generated rules change the game system. Therefore, the result of this study expects to show meaningful roles of players in game system.

• The Journal of the Korea Contents Association
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• v.10 no.1
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• pp.122-137
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• 2010

Blogs are a new type of media that have recently become popular on the World Wide Web and have influence throughout society. The purpose of this study is to examine social motivations influencing intention of blog usage. Based on Technology Acceptance Model and Motivation Theory, this study considered perceived usefulness, perceived ease of use, reputation, reciprocity, enjoyment of helping, social identity as the determinants of influencing the intention to use of blog. The suggested model was empirically evaluated using online survey data collection from 342 users of popular blog site in Korea (NAVER Blog, Cyworld minihompy, Daum Blog, and Yahoo Blog). The results revealed that perceived usefulness, perceived ease of use, reciprocity, and social identity affect directly the intention of blog usage. Furthermore, social identity has moderate effect via reciprocity and enjoyment of helping on blog usage. This study contributes to a theoretical understanding of the factors as social motivation that affects the usage of blogs. Also, the results of this study provide blog service providers useful strategic insights and service guidelines to enhance user's intention of blogs practically.

• Journal of Internet Computing and Services
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• v.17 no.4
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• pp.135-143
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• 2016

The Internet is being utilized as a means of communication channel for science information. In this study, an experiment was conducted against college students, in which participants were assigned to one of the following four conditions: source status(professor, student) x social categorization(in-group, out-group). When the participants finished reading an online news article, perceived usefulness of and attitude toward the science technology were measured. The results show that the effect of source expertise on perceived usefulness was moderated by social categorization.

• Knowledge Management Research
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• v.19 no.1
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• pp.19-39
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• 2018

With the development of information technology, social network services (SNS) such as Facebook and Twitter became popular and many users disclose their personal and sensitive information like private story, photographs and location information through posting and sharing. Despite the privacy concerns in SNSs, individuals continue to disclose their identity online. This phenomenon is called 'privacy paradox'. The purpose of this study is to examine the role of collective efficacy on self-disclosure in SNS context and to explain privacy paradox phenomenon. Drawing upon the communication privacy management theory, research model was developed and empirically tested with cross-sectional data from 306 individuals. Results revealed that collective efficacy has a direct positive effect on self-disclosure while privacy risk is negatively related to self-disclosure. However, privacy concern is not directly related to self-disclosure. The relationship between privacy concern and self-disclosure was moderated by collective efficacy.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.5
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• pp.804-824
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• 2021

This study qualitatively explored the case of users utilizing multiple accounts on one social network service to create their own multiple spaces and different personas. The purpose of the study was to understand the behavior of people who use multiple accounts to express their identity online using Carl Jung's personality theory. We used in-depth interviews and the Zaltman metaphor elicitation technique (ZMET), targeting 19 people in their 20s and 30s who use more than one personal account on Instagram. Creating a shared consensus map using the configuration concept of ZMET derived six personas in relation to Instagram accounts. The motivations for the respondents' self-presentation associated with their personas and self-presentation types shown on Instagram were analyzed in terms of persona and fashion and subdivided into five dimensions: relationship management strategic presentation, self-monitoring presentation, competence demonstration presentation, anonymous presentation, and persona-centered presentation. Each respondent's persona and self-presentation formed by the Instagram account was analyzed.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.1023-1038
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• 2022

In societies emphasizing the importance of youthful appearance, attitudes toward aging are closely related to how individuals perceive their own bodies, which can be a major determinant of psychological well-being among older adults. The purpose of this study was to examine the associations between attitudes toward aging, positive body image, and life satisfaction among older Korean adults, based on relative deprivation theory and social identity theory. Employing an online survey questionnaire, data was collected from 408 Korean aged 65 and over. The proposed research model was examined via partial least square structural equation modeling (PLS-SEM). Results revealed that higher levels of psychosocial loss were associated with lower positive body image, while higher levels of physical change and psychological growth - a good example were associated with higher positive body image. Higher levels of positive body image were associated with higher life satisfaction. Overall, positive attitudes toward aging may increase positive body image and life satisfaction among older adults, controlling for subjective financial and health status. The results of this study emphasize that we should not overlook the importance of positive body image in psychological well-being among older adults.

• The Journal of Society for e-Business Studies
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• v.17 no.1
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• pp.173-187
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• 2012

As newspapers which have been major news media are being replaced by on-line news media in recent years, many researchers are paying attention to "comments(news users' short remarks on an article)", a newly emerged way of forming public opinion. This study is examining how the similarity between political disposition of on-line news visitors and that of news media impacts upon their evaluation on quality of comments from the viewpoint of 'social identity theory.' This study may have academic significance because it inspected the pattern of media usage and the cognition of comments in relation to political disposition for the first time and showed 'comments reading' and the function of comments to form public opinion(comments journalism).

• Asia Marketing Journal
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• v.9 no.3
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• pp.117-149
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• 2007

It can be explained by congruity theory as a process that consumers engage in a matching process to identify personal community that is congruent with their self-images to find the identification between the self and the personal community. Personal community cues that evoke certain images are viewed as activating similar beliefs about the self (e.g., high status). Individuals prompt a comparison process to determine whether the personal community and self-image are congruent and imagine prototypical users of the personal community and select ones that maximize similarity to their actual or desired self-concept. Identity is devided into personal identity and social identity. Consumers are likely to be influenced by both personal identity and social identity. In this article the influencing factors of the commitment to on-line personal community are explored by the sources of both personal identification and social identification. The results are as follows. The maintenance expression and enhancement expression of personal self influence the level of personal identification positively and the maintenance expression and enhancement expression of social self influence the level of social identification positively. The level of both social and personal identification positively influence the commitment to on-line personal community which gives positive responses to the source enterprise that allows the cyberspace and the other benefits to be used.