• Journal of Distribution Science
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• v.17 no.7
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• pp.27-38
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• 2019

Purpose - This study analyzes effects of word of mouth intention of restaurant product via SNS on trust of products, purchase intention, and word of mouth intention targeting restaurant customers. Research design, data, and methodology - Targeting restaurant customers, 500 surveys were distributed in restaurants located in Seoul (where restaurants are clustered, such as Myeongdong, Dongdaemoon Station Shopping Center, and Sadangdong) between July 1st, 2016 and July 30th, 2016. Among those, 490 were collected, and 478 were used for analysis excluding those with no answer or insincere answers. Results - SNS word of mouth information characteristics had significant effects on trust of restaurant product in the order of vividness, neutrality, and timing. Trust on restaurant product has significant effect on perceived risks (-) and perceived benefits (+) by SNS. While perceived benefits of restaurant product on SNS has effect on purchase intention, perceived risks of restaurant product on SNS does not affect purchase intention. Perceived benefits of restaurant product on SNS has significant effect on word of mouth intention, whereas perceived risks of restaurant product on SNS does not have significant effect on word of mouth intention. Conclusions - As marketing through SNS can bring about a huge reduction effect in terms of marking cost, it can be utilized as an effective promotion by not only large restaurant corporations, but also small restaurants.

• Journal of Korea Multimedia Society
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• v.23 no.1
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• pp.93-101
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• 2020

Korea, as a leader of Internet and game sector in IT industry, has been playing an important role in increasing its industrial development. This country has won the first place in wireless broadband usage and contributed to Internet game industry development. This means that Korean use smartphones most. It is juveniles that use Internet and smartphones most among Korean who use teenage., the number of the teenagers who overuse smartphones or Internet has surpassed 200,000. The number of the adolescents who spend more time using smartphone and Internet is about 180,000 and the number of the teens who are over-dependent to smartphone having trouble living their lives is over 22,000. The SNS usage rate of the contents that teens are most likely to use has accounted for over 80 percent. Among teens, SNS is being considered as a major means that builds relationship due to smartphone technology and the prevalence of smartphones. However, the use of SNS among youths has two sides; one is positive, the other negative. Not only does SNS have a positive function that it keeps relationship but it also has a negative function that it can lead to smartphone addiction.

• Journal of Distribution Science
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• v.18 no.9
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• pp.77-86
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• 2020

Purpose: This study focused on SNS, which has been in the spotlight as a marketing tool as the number of people using SNS, to find out about the relationship between the characteristics of airline SNS marketing and the impact on brand attitude and purchasing intention. It will also identify the relationship between each factor and, in conclusion, identify the influence of SNS characteristics as marketing tools of airlines and provide direction and theoretical implications so that they can be used as effective marketing tools based on this. Research design, data: Airline SNS characteristics factors were derived from three main components: interactivity, entertainment, and convenience, four hypotheses were set up, and the SPSS Win 18.0 program and AMOS 22.0 were used to analyze the relationship between factors in a total of 333 questionnaires. Results: The airline's successful SNS marketing directly affects the airline's brand image and airline's brand attitude, and a good brand image forms a positive brand attitude for consumers and also suggests that this can lead to purchasing intentions. Conclusions: Airlines that want to successfully market SNS should pay attention to SNS characteristics and consider them in-depth, and pay attention to SNS as an important marketing tool.

• Knowledge Management Research
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• v.13 no.4
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• pp.83-100
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• 2012

Given the prevalence of mobile social network services (SNS) such as Facebook and Kakaotalk, it has become important to understand user's continuance behavior in a mobile SNS environment. Although trust and privacy concerns play a key role in SNS users' decision-making processes, most studies on SNS have shed little light on the effects of trust and privacy concerns on SNS continuance intention. In this regard, this paper developed an integrated model to deeply understand the key antecedents of user's continuance intention to use mobile SNS by incorporating trust and privacy concerns into extended expectation-confirmation model. The proposed research model was tested by using survey data collected from 170 users who have experience with Kakaotalk. The findings of this study found that the proposed theoretical framework provides a statistically significant explanation of the variance in continuance intention of mobile SNS. The analysis results indicate that trust serves as the salient antecedent of continuance intention to use mobile SNS. However, it was found that privacy concerns negatively influence trust, whereas it is not significantly related to continuance intention of mobile SNS. The theoretical and practical implications of the findings were described.

• The Journal of Information Systems
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• v.25 no.4
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• pp.1-21
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• 2016

Purpose The study analyzed the factors affecting continuance use and self-disclosure in the SNS(social networking service) context based on a dual-factor model. As SNS users have concerned privacy for a long time, privacy concern affects continuous use and self-disclosure. In details, concern over privacy may have a stronger effect on self-disclosure than on continuance use as users' personal information can be more exposed during posting their dailies and photos. Design/Methodology/Approach SNS benefits, trust in SNS providers, and social influence are served as the key enablers and privacy concern as the inhibitor. Moreover, the relative impacts of SNS benefits and privacy concern on continuance use and self-disclosure were analysed in this study. From the data of 327 Facebook users, the researchers tested proposed theoretical model by using PLS. Findings Users' continuance intention and self-disclosure behavior are differently affected by different antecedents. Trust in SNS provider had a significant effect on self-disclosure intention, while it has no significant effect on continuance intention. Concern over privacy was negatively related to self-disclosure intention, while it was positively associated with continuance intention.

• Journal of the Korean Society of School Health
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• v.25 no.1
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• pp.22-30
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• 2012

Purpose: Purpose: The aim of this study was to identify the condition to use social networking service and mental health among nursing college students. Methods: In this study, 277 college students were selected by a convenience sampling method. Data were collected through personal interviews in the form of questionnaires from May 23 to 31, 2011 and analyzed using SPSS/PC Win 12.0 program. Results: The mean scores of SNS addiction and mental health were $1.34{\pm}0.30$and $2.25{\pm}0.39$. The SNS addiction of the nursing college students was significantly different according to the time of SNS and the reason of internet use. The mental health of the nursing college students significantly differed according to the method of SNS. The SNS addiction and mental health showed the significant negative relationship. The factors influencing mental health were SNS addiction score and method of SNS use. Conclusion: Therefore, it is necessary to offer controlling method of SNS use time a day for nursing college students through regular curriculum.

• The Korean Journal of Health Service Management
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• v.8 no.1
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• pp.15-25
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• 2014

This study is to confirm that SNS information characteristics have an effect on choosing hospital care and satisfaction on hospital. This study is conducted with a total of 301 respondents (150 of document investigation and 151 of mobile SNS research) from 16th January 2014 to 29th January. 168 respondents who have experience to collect SNS health information within 6 months recently was selected subject of analysis. In the results, we could confirm the followings. The reliability among SNS information characteristics has effect on convenience that is source of choosing hospital care. The reliability and agreement have effect on the professionalism among source of choosing hospital care. In the influence on having hospital satisfaction, the more reliable and agreeable, the more increasing of hospital satisfaction. In the influence between hospital choice element and hospital satisfaction, the more convenient and service available, the more increasing of hospital satisfaction. In conclusion, it is expecting to contribute SNS managers or marketer of medical institutions to taking out commitment on medical consumer's SNS.

• Journal of Information Technology Applications and Management
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• v.24 no.4
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• pp.215-227
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• 2017

The development of information technology are leading to the rapid evolution of SNS (Social Networking Services) in various directions and industries. Initially, SNS have been used as the form of networking between user's groups. Currently SNS has been developed towards multiple purposes and platforms such as the promotion and the advertising of a company. There are many SNSs including QQ, Weibo, and Wechat and so on in China. However, the use of companies in terms of advertising and information sharing with the customers do not meet the trend in China. Especially, there were little researches for Chinese travel agencies how to utilize SNS for attracting new customers and making them contribute to the firm's performance. In this study, we try to investigate the impact of the firm's characteristics and the usage of SNS on the performance of Chinese travel agencies. Based on Top 100 China travel agencies in 2009, we analyzed the relationships between firm's characteristics and the usage of SNS, and firm's performances in 2013. We expect that our study can contribute to the increasing academic and practical needs on the empirical evidence of the impacts of the SNS utilizations on the firm's performance.

• The Journal of Information Systems
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• v.29 no.2
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• pp.111-130
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• 2020

Purpose SNS (Social Network Service) is one of new promising marketing tools which allow marketer to do two-way communication and social interaction. Three characteristics of SNS marketing including informativeness, interactivity, and playfulness are distinguished from traditional marketing. The purpose of this study is to examine the relationships between three characteristics of SNS marketing, brand image, and purchase intention. Design/methodology/approach The present study proposed a research model integrating SNS marketing characteristics, brand image, and purchase intention represented by structural equation modelling and four hypotheses. A total of 20 questionnaire items for five variables were developed and measured by using five point Likert scale. 199 valid data were collected and used to test four hypotheses using SmartPLS. Findings Three hypotheses that the characteristics of SNS marketing such as informativeness, interactivity, and playfulness have a positive influence on brand image were supported at the significance level of 0.05 and 0.001 respectively. The hypothesis regarding the relationship between brand image and purchase intention was also supported at the significance level of 0.001. Brand image plays a significant mediating role in the relationship between SNS marketing and purchase intention. In particular, the result of research that playfulness of SNS marketing affects brand image significantly suggests a new future research theme regarding spiritual marketing. Implications for academics and practitioners were suggested.

• Asia-Pacific Journal of Business
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• v.9 no.1
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• pp.123-139
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• 2018

As the number of Social Network Service (SNS) users has rapidly grown, SNS has become a core tool of the communications in daily life. SNS has also penetrated a variety of decision makings and communications of employees' life in their organizations. In this study, we tried to identify the relationship between the satisfaction of the horizontal-communications and the organizational effectiveness focusing on the characteristics of SNS usages. We analyzed the survey-data from 225 of Mongolian employees who utilize the organizational SNS in their companies. In doing so, we found the followings. First, the characteristics of SNS usages have positive effects on the satisfaction of the horizontal-communications. Second, the organizational effectiveness is positively influenced by the satisfaction of the horizonta-communications. Third, the relationship between the satisfaction of the horizontal-communications and the organizational effectiveness is moderated by the frequency of SNS usage.