• Korean Management Science Review
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• v.32 no.4
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• pp.135-153
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• 2015

In this paper, we intend to understand distinguishable SNS technology contributions for B2C commerce. In order to theorize this, we draw upon Technology-to-Performance chain (TPC) theory to develop the model that could explain how the technology value of the SNS could be realizable. For the purpose of capturing SNS technology effect to B2C channel effectiveness, on the basis of TPC theory, personal productivity is selected as a performance variable instead of satisfaction from SNS usage. Accordingly, as the antecedents of personal productivity, two variables of locatability and timeliness are extracted to reflect Task-technology-fit (TTF) dimension of performance precursors. For the utilization dimension of TPC framework, convenience and recreation tendency of the personal traits in shopping are included as the precursors of SNS utilization in the sense of reflecting utilitarian and hedonic value of SNS adoption. Empirical validation is conducted with reference to promotion and sales event on Facebook, which is chosen as the typical SNS based B2C commerce scenario. The data analysis result provide useful insights to further investigate the firm's SNS usage potentials for business applications.

• Journal of the Korean Society for information Management
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• v.37 no.3
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• pp.1-24
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• 2020

The social media paradigm centered on videos continues to deepen due to the diversification of 5G devices, high-definition and immersive SNS. The purpose of this study is to propose various utilization strategies and measures through the analysis of the current status of YouTube channel operation and provided contents operated in public libraries. In this study, 44 libraries in Korea that have opened and operated Library YouTube Channel and 12 libraries that actively utilize library YouTube channels with more than 1,000 subscribers were surveyed for the current status of subscribers, views, video count data, and contents and delivery methods of Library YouTube Channel. Based on the analysis results, the library's YouTube channel was proposed to utilize the library's YouTube channel, 1) to secure the specificity and purpose of the library's YouTube channel, 2) to promote and enhance access to the YouTube channel, 3) to improve the YouTube channel to user-friendly interface, 5) to plan and provide library expertise and educational contents, 6) to operate the integrated YouTube channel, and 7) to provide user-based content.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.690-701
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• 2013

With the increasing adoption of social network services (SNS), the cultural and art industry is also embracing SNS as an important tool of marketing. Users can share various cultural experiences on SNS easily, and companies can analyze SNS to understand the users for effective marketing. Based on this background, this study analyzed users' behavior and attitude about movies according to SNS usage types. Users of SNS were surveyed and clustered into 'information seekers', 'fun seekers', and 'relationship seekers'. Next, the behavior of the users in each cluster was compared regarding information search about movies, preferred online advertisement channels, and post-watching behavior. The results showed that the SNS usage type has significant relationship with the behavior and attitude about movies. This suggests that movie industry can establish effective online marketing strategy by analyzing SNS usage of users.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.24 no.3
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• pp.157-180
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• 2013

With increasing interest in content marketing, SNS (social networking services) has become more popular as a method of library marketing, both at home and abroad. Accordingly, this study analyzed the operational status and problems of library SNS marketing, in an attempt to find ways to optimize its use. Results show that librarians' opinions of library marketing and library SNS marketing were very high, but the problems they faced included a lack of human resources dedicated to marketing, lack of marketing education, a lack of content to upload each week, and low numbers of contacts on social networking sites. To further develop and optimize library SNS marketing, five solutions were suggested based on the survey results: first, composing an intensive managing team for effective SNS operation; second, providing different levels of marketing training to decrease the librarians' mistakes; third, updating data continuously; fourth, providing information and services users need; and lastly, clearly identifying each channel's active operation goals.

• Journal of the Korean Society for Library and Information Science
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• v.48 no.3
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• pp.335-351
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• 2014

This study proposes a customized SNS operational strategy for special libraries based on a case study on the Ocean Science Library (OSL) of South Korea. The study conducted an in-depth analysis on an organizational structure, manpower, contents, and promotion. The outcome of SNS operational strategy deducted from this study can be categorized into several items, including: (1) a selection of an appropriate SNS channel, which meets the objective of the operation; (2) a formal division of works for SNS operation; (3) a designation of full-time managers and an establishment of a task force team; (4) a specialization of contents according to specific subjects; (5) on/off-line promotions focused on events, which encourage participations; (6) an improvement of contents through regular log analyses; and (7) a promotion of library website access through SNS, and so on. This research also suggested the strategies for the development of SNS operation: strengthening of communication and cooperation among librarians; distribution of academic and research outcomes of the umbrella organization; enhancement of a role as a communication channel between librarians and users, and carry out a role as a 'social curator.'

• Korea Information Processing Society Review
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• v.19 no.2
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• pp.79-85
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• 2012

• Journal of Digital Convergence
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• v.14 no.5
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• pp.11-19
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• 2016

SNS users are continuously increasing and SNS is emerging as a major PR channel of government. In particular, SNS can be a useful tool, but also the challenges for risk communication. This study is examined how nuclear regulatory organizations' SNS management and visitors' responses to the facebook pages in Korea and U.S.. Results indicated that both organizations frequently used information-oriented posting. Concerning the types of PR, NSSC tended to mainly use 'Relationship-Management PR', NRC mainly use 'Image PR.' In addition, our analyses on visitors' responses showed that visitors usually in response to participational and visual(ex. video, card news) typed contents. Based on its' results, this study provides practical suggestions for government's future SNS management strategies.

• CRM연구
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• v.4 no.2
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• pp.31-41
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• 2011

Supporting communications among users, Social Network has encouraged various information flows through relationships among them. This paper studies on mentality or attitude of Social Network Services (SNS for short) users, on the basis of Technology Acceptance Model (TAM for short) and then proposes so-called TAMS, Technology Acceptance Model for Social Network Services. SNS users make full use of SNS as channels in order to create, expand, and obtain some information related to personal concerns. We will research on how the benefits that users get by using SNS exert influence on user-perceived usability. The SNS-using benefits focus on relationship benefits that are formed by interactions among users. Provided that perceived usability affects mental or informational benefits according to involvement of SNS users, we will check how perceived usability or ease of use is connected to brand attitude.

• The Journal of the Convergence on Culture Technology
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• v.6 no.1
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• pp.301-312
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• 2020

This study explores the patterns of the self-expression in terms of sharing the diverse pictures according to SNS use focused on the social relationships, and the effects of the diverse online activities on the off-line activity. The study results show that the more SNS use focused on the social relationships, the more sharing the diverse pictures in SNS as a tool of the self-expression. It also shows that the more SNS use focused on the social relationships and the more sharing the pictures with friends, the more active in off-line activity. Both of online and off-line network activities have the statistically significant positive effects on the life satisfaction, which implies that the more active in online and off-line network activities, the higher the life satisfaction.

• Journal of Digital Convergence
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• v.14 no.9
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• pp.251-264
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• 2016

The purpose of this study is to compose direction about mUC as a communication channel in the company. Recently, many companies have started to adopt or try to vitalize the use of mUC. This study starts from the viewpoint of communication which is the original purpose of SNS or mUC. The purpose and function of life-world are drawn based on Habermas' theory of communicative action. Firstly, this study will check on a difference in usage over the action and articulation between SNS and mUC. Secondly, this study will examine a difference of effect of life-world between SNS and mUC. Thirdly, to check that there is difference according to the user characteristics. The result is that there are differences about action and articulation but little differences of effect to the life-world between SNS and mUC. Also, there is difference according to the user characteristics. This study could contribute to compose direction when a company adopts or vitalizes mUC.