• International Journal of Advanced Culture Technology
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• v.11 no.4
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• pp.223-232
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• 2023

The purpose of this study is to determine the impact of social network sports community consciousness on loyalty and sports attitude. In order to achieve this research purpose, the population of the study was selected as adult men and women over the age of 20 who are active in the social network sports community in 2022. The sampling method used cluster random sampling to select a total of 300 people, 150 men and 150 women, as research subjects. The survey tool used was the questionnaire method, and the questionnaire whose reliability and validity had been verified in previous studies at home and abroad was used by requoting, modifying, or supplementing it to suit the purpose of this study. It was also structured on a 5-point scale. Frequency analysis, factor analysis, reliability analysis, simple regression analysis, and multiple regression analysis were performed on the collected data using the statistical program SPSS Windows 20.0 Version. The results obtained through this process are as follows. First, social network sports community consciousness was found to have a partial effect on loyalty. Second, social network sports community consciousness was found to have a partial effect on sports attitudes. Third, social network sports community loyalty was found to have a partial effect on sports attitudes. Considering these results, various activities such as decision-making process, relationship formation, and opinion expression of modern people are carried out by the O-line community. In addition, while in the past it was a format that led from offline activities to online activities, currently, there are more and more formats that lead from online activities to offline activities. Therefore, modern people's SNS sports community activities provide many experiences, which creates a sense of community and sports attitudes are formed based on this. This can be said to lead to loyal activities.

• The Journal of the Korea Contents Association
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• v.14 no.4
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• pp.355-367
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• 2014

The purpose of this research is to find the specific structure with factors that affect online game users' positive word of mouth(WOM) for online game companies to maintain existing and new users. In previous studies the influence of characteristics of online games and attributes of users on intention to play online games is mainly focused on. However online games are products with communication on network, so that critical mass through diffusion as well as the use of product by individual consumers is important issues. Therefore, it is necessary to consider network externality effect that the more value can be obtained by more game users. The authors verified that the influence of the variables like social mass and critical mass, affecting consumers' attitude and WOM. According to the research results, social norm and critical mass have significant influence on positive attitude and WOM intention for online games. Another results verified that social norm and users' attitude affect positive WOM intention directly. These results suggest managerial implication regarding social norm and critical mass to online game companies that desire for WOM to get more online game users.

• Journal of Information Technology Applications and Management
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• v.20 no.2
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• pp.127-146
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• 2013

The online social networking services (SNS) have been growing as the means of communication. In this study, we investigated word-of-mouth (WOM) effect under the SNS environment and evaluated the impact of message sender's influence on the WOM effect. Especially, this study focused on the betweenness centrality calculated through the social network analysis (SNA) of SNS network information, and proposed it as the measure of WOM message sender's influence, SNA may provide more accurate and objective measures than subjective self-reporting survey method. Fifty-one Facebook users responded to each of their four Facebook friends, who had been selected based on their betweenness centrality, Statistical analyses were performed using the responses and the betweenness centralities of the Facebook friends. The results showed that the direction (positive vs, negative) of a WOM message in SNS had an impact on the attitude of the message receiver toward the product. Moreover, the betweenness centrality of the message sender as well as his/her opinion leadership had a moderating effect on the WOM effect. Opinion leadership is a measure that has been frequently used for indicating the influence of WOM message sender in the previous studies. Considering the result that the betweenness centrality of the message sender was Significantly correlated to his/her opinion leadership, the betweenness centrality can be used for indicating the influence of WOM message sender.

• Journal of the Korean Society of Costume
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• v.65 no.6
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• pp.25-35
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• 2015

The purpose of this study is to investigate the characteristics of members and communities that have significant influence in the online fashion community through their word-of-mouth activities. In order to identify the influence and the diffusion of word-of-mouth in fashion community, the study selected one online fashion community. Then, the study sorted the online posts and comments made on fashion information and put them into the matrix form to perform social network analysis. The result of the analysis is as follows: First, the fashion community network used in the study has many active members that relay information very quickly. Average time for information diffusion is very short, taking only one or two days in most cases. Second, the influence of word-of-mouth is led by key information produced from only a few members. The number of influential members account for less than 20% of the total number of community members, which indicate high level of degree centrality. The diffusion of word-of-mouth is led by even fewer members, which represent high level of betweenness centrality, compared to the case of degree centrality. Third, component characteristic shares similar information with about 70% of all members being linked to maximize information influence and diffusion. Fourth, a node with high degree centrality and betweenness centrality shares similar interests, presenting strain effect to particular information. Specially, members with high betweenness centrality show similar interests with members of high degree centrality. The members with high betweenness centrality also help expansion of related information by actively commenting on posts. The result of this research emphasizes the necessity of creation and management of network to efficiently convey fashion information by identifying key members with high level of information influence and diffusion to enhance the outcome of online word-of-mouth.

• Journal of Information Technology Applications and Management
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• v.20 no.4
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• pp.191-205
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• 2013

Recently, the topic of predicting interpersonal trust in online social networks is receiving considerable attention, because trust plays a critical role in controlling the spread of distorted information and vicious rumors, as well as reducing uncertainties and risk from unreliable users in social networks. Several trust prediction models have been developed on the basis of transitivity and composability properties of trust; however, it is hard to find empirical studies on whether and how transitivity and composability properties of trust are operated in real online social networks. This study aims to predict interpersonal trust between two unknown users in social networks and verify the proposition on whether and how transitivity and composability of trust are operated in social networks. For this purpose, we chose three social network sites called FilmTrust, Advogato, and Epinion, which contain explicit trust information by their users, and we empirically investigated the proposition. Experimental results showed that trust can be propagated farther and farther along the trust link; however, when path distance becomes distant, the accuracy of trust prediction lowers because noise is activated in the process of trust propagation. Also, the composability property of trust is operated as we expected in real social networks. However, contrary to our expectations, when the path is synthesized more during the trust prediction, the reliability of predicted trust did not tend to increase gradually.

• Journal of Korea Society of Digital Industry and Information Management
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• v.9 no.3
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• pp.31-38
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• 2013

The evolution of the Web from Web 1.0 to Web 2.0 has brought up new platforms as SNSs(Social Network Service) that are used by users to articulate and manage their relationships. SNSs are an online phenomenon which has become extremely popular. A SNS essentially consists of a representation of each user, his/her social links, and a variety of additional services. SNSs are increasingly attracting the attention of academic and industry researchers. What makes SNS unique is that they have a relationship with friends. The friend recommendation is one important feature of social networking services. People tend to trust the opinions of friends they know rather than the opinions of strangers. In this paper, we propose an efficient data processing method for social data. We study previous researches about social score in social network service. Our ESS(Efficient Social Score) is computed by both friendship weight and score of a document that was tagged by a user's friends. Our experimental results also confirm that our method has good performance.

• International Journal of Knowledge Content Development & Technology
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• v.7 no.4
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• pp.27-50
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• 2017

The impact of social networking is varied from good to bad. Online activities have also been categorized into pros and cons of social networking, either as reported as hiding Internet activities among teenagers or killing loneliness among elderly. In terms of relationships, there have been argument over its closeness and quality of an online relationship in Internet settings. Looking at the contradiction in an innovative interaction between classic community communication and social media, there is an unknown scent of the future struggling and challenging both human communication and relationships in the presence of digital culture. This research uses Diffusion of Innovation to study the wide and continuous spread of digital culture in human communication; and, Media Dependency in learning and structuring the cognitive, affective and behavioral effects of social media on each person uses the media in different ways. This research will be using online survey to gain opinions from a social network site as an update of views and reflection of self-awareness to all levels of people. Social media like Facebook (FB) is perceived as a good tool of communication that it is able to bring closeness among the family members. The results show that social media like FB brings positive impact towards family members; it would help to build a better and harmonic society; and, relationships among family members and communication shall be improved and enhanced to the level of a united society.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.421-429
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• 2022

Entrepreneurship research has focused on several factors that might affect the intention of an individual to start an enterprise. Using principles from social network theory and the entrepreneurial intention model (EI), the current research intends to investigate how social capital is formed on Social Networking Sites (SNS) and how the resulting social capital influences entrepreneurial intention. Using an online survey, 151 valid responses were received from university students. Applying partial least square structural equation modeling, positive and significant relationship was found between the SNS usage and bonding and bridging social capital. Further, it was also found that online-bonding social capital does not impact any of the three antecedents of entrepreneurial intention. On the other hand, online-bridging social capital significantly influences personal attitudes and subjective norms. It was also found that both personal attitude and perceived behavioral control significantly relate to EI, while the subjective norms do not relate significantly to EI. The paper contributes to the literature on technology-based human behavior and entrepreneurship in emerging countries, opening some areas for future research, while also providing some managerial insights. It also should be beneficial to educational institutions in understanding how the use of SNS use by students may be optimized.

• The Korean Journal of Franchise Management
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• v.2 no.2
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• pp.24-44
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• 2011

Many companies are increasingly using social network service(SNS) as an online marketing tool, and its marketing activation has been in the limelight as a differentiation strategy most recently. The purpose of this study is to analyze online marketing cases utilizing SNS and to apply it in Franchise Enterprise in order to activate its marketing activities. This study is more concerned with the cases of facebook, twitter, and blog among social network services and suggests some ways of utilizing them in Franchise Enterprise as follows: Based on the examples of facebook, firstly, we set up the role as a homepage in individul, Franchise Enterprise, and other organizations. Secondly, we also set up the role as an organizing tool in communities, and thirdly, setting up the role as a location map tool. Regarding some applications in marketing tool of Franchise Enterprise, we suggest the role as a public relation tool of the company and brand, and also propose the role of brand planning and development. Finally, we suggest a way of overcoming the limitation in offline operations.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.17 no.2
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• pp.332-340
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• 2013

As a means for users to interact online, Social Network Service focuses on facilitating the building of social relation. Also, Social Network Service(SNS) provides various functions for managing relationships and sharing information based on relationships. Analyzing behavioral characteristics and the process of relationship formation can help to identify the characteristics of the model for online human relationship. In this paper, we analyze usage pattern based on characteristics posted messages of influential users in Twitter. Also, classifying Facebook users into influential group and uninfluential group based on the number of their social relations, we analyze and compare characteristics of relationship formation patterns of the two classified groups. In addition, we present characteristics of human relation model in social network according to the pattern analysis.