• Proceedings of the Korean Society of Computer Information Conference
• /
• 2022.01a
• /
• pp.335-336
• /
• 2022

본 논문에서는 시간대와 대화 주제를 활용하여 카테고리별로 적절한 SNS 광고 시간대 예측 방법을 제시한다. 위의 분석으로 광고주들에게 적절한 광고시간을 제안할 수 있다. 연관규칙분석 알고리즘인 apriori를 사용하였다. 주제는 상거래(쇼핑), 미용과 건강, 시사/교육, 식음료, 여가생활로 추려서 분석하였다. 연관분석 결과, 미용과 건강이 18시, 17시, 16시에 가장 활발히 대화를 나누었다. 상거래(쇼핑)이 14시, 16시, 17시 순으로 가장 활발히 대화를 나누었으며, 시사/교육이 15시, 17시, 16시 순으로 많은 대화를 나누었으며, 식음료가 18시, 17시, 19시 순으로 대화를 많이 나눈 것을 확인했다. 마지막으로, 여가생활은 22시, 23시, 21시 순으로 각각의 대화 주제별로 가장 많이 대화를 나눈 시간대가 달라지는 것을 확인할 수 있었다. 이를 통해 소비자 입장에서는 알맞은 광고를 적절한 시간대에 추천받을 수 있다.

• Management & Information Systems Review
• /
• v.38 no.2
• /
• pp.209-223
• /
• 2019

The purpose of this study was to stimulate the online word-of-mouth advertising by developing the concept of word-of-mouth constraint factors and measurement tools in connection with the SNS advertising on social networks. To achieve the objective of this study, this study was conducted in 3 phases. First, the exploratory investigation(target group interview, in-depth interview, and expert interview) was performed to determine the concept and scope of the word-of-mouth constraint based on literature study and qualitative investigation method. Second, the reliability and validity of the measurement questions were verified through the survey in order to refine the developed measurement items. Third, the predictive validity of measurement items was verified by examining the relationship with other major construct concept for which the developed measurement items were different. Based on the results of study, 6 components and a total of 23 measurement questions for those components were derived. Each was called intrapersonal and interpersonal constraint(psychological sensitivity, compensatory sensitivity, and other person assessment), structural constraint(reliability, informativity, and entertainment). We developed the measurement questions related to word-of-mouth constraint based on qualitative study and quantitative study and holistically examined the social and psychological, environmental interruption factors acting as the word-of-mouth constraint factors for SNS advertising in terms of SNS achievements and evaluation from the perspective of word-of-mouth constraint. The results will lead to creation of basic framework for systematic and empirical research on the online word-of-mouth constraint and to achievement of effective SNS word-of-mouth advertising.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2015.05a
• /
• pp.435-436
• /
• 2015

In order to analyze and maximize efficiency of advertise, business put more importance on SNS. Especially, keyword extraction analyses based on Hadoop receive attention. The existing keyword extraction analyses have mostly MapReduce processes. Due to that, it causes problems data base would not update in real time like SNS system. In this study, we indicate limitations of the existing model and suggest new model using Storm technique to analyze data in real time.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.9 no.4
• /
• pp.213-226
• /
• 2013

Recently, the social commerce on Facebook.com and Twitter.com, which is represented by SNS (Social Network Service), has been expanding in the form of a combination of SNS market. This study attempted to examine the cost-effect analysis between portal-based advertisement and SNS-based advertisement in order to establish an effective advertising strategy for e-learning content providers. The results showed that portal-based advertisement is more effective than SNS-based advertisement in terms of advertising effectiveness against cost. According to these empirical research results, this article discusses the practical implications for e-learning content providers in an attempt to enable them to take competitive advantage.

• Journal of Digital Convergence
• /
• v.10 no.8
• /
• pp.119-133
• /
• 2012

Recent rise of social media channel is changing social and economic paradigm and is being used as an effective communication in marketing. The following research analyzes the most employed social marketing tools such as portal advertisement, blogs, and SNS channels to effectively execute social media marketing from performance indicator and ICSI perspective, analyzes each channel's characteristics and results based on Korea distribution companies' case studies and suggests a framework to effectively use each channel. Portal site advertisements are the most effective channel to draw customers with new information and are thus linked to profit by corporations with excessive budget and workforce. Blogs target a specific range of customers providing quality information and knowledge thus improving a corporation's and its product's trustworthiness, spread the word by allowing customers to scrap the information, form social groups and synthesize ideas, events, new contents and social involvement with loyal customers. SNS channels allow customers to get involved in real time information and events, grow through network by the power of customers, react immediately to customers' needs, and execute real-time market and customer reports. Though national corporations currently rely heavily on portal site advertisements, insightful marketing professionals are showing financial results with blog and SNS. In the future, based on a precise understanding of each channel's benefits and expected results, and with a focus on flexibility, timeliness and integrated use of each channel, a portfolio of dynamic marketing as a maximizing strategy could be synthesized.

• The Journal of Information Systems
• /
• v.27 no.2
• /
• pp.29-52
• /
• 2018

Purpose As the number of SNS users increases, the importance of SNS advertisement is also increasing. Thus, the purpose of this study is to analyze the effect of factors on effectiveness of SNS advertising, and expand research on users' attitude and behavior intention toward SNS advertising. Design/methodology/approach This study was designed to examine the structural relationships among SNS service attribute, users' cognitive characters, psychological factors, users' attitude and behavior intention toward SNS advertising. Concretely, SNS service attribute was presented as online interactivity, and users' cognitive characters were presented as perceived relevance and perceived intrusiveness. In addition, psychological factors were presented as presence experience and message credibility, users' attitude toward SNS advertising was presented as advertisement attitude and users' behavior intention was presented as WOM. Findings The results showed that online interactivity has a positive effect on presence experience and message credibility, but perceived intrusiveness has a negative effect on presence experience and message credibility. Perceived relevance has a positive effect on presence experience, but does not have significant effect on message credibility. Presence experience and message credibility have positive effects on advertisement attitude and WOM, and advertisement attitude also has a positive effect on WOM. Based on the results from this study, academic and practical implications can be drawn. First, the study extended the scope of research about SNS advertising through focusing on SNS service attribute and SNS users' cognitive characters and identified the relationship between presence experience, message credibility, advertisement attitude and WOM. Second, the results of this research can provide practical guidelines to develop effective advertising strategies for companies which promoting SNS as a marketing tool.

• Journal of Internet Computing and Services
• /
• v.14 no.6
• /
• pp.49-57
• /
• 2013

As 'Big data' has been one of challenging issues, development of new services using Social Network Service (SNS) which is its typical example became active. SNS has developed as a media where everyone communicates at real time and the number of SNS opinion analyzing services is increasing. Meanwhile, new approach to acquire and analyze twitter data becomes necessary in TV advertisement system. This paper proposes LiveAD system, which store and analyze big data such as twitter data as well as analyze TV advertising effect based on twitter data. As a proof of concept, the proposed system has been implemented collecting and analyzing twitter data using Hadoop. The result of collected information over the system increases the chance of analyzing TV advertising effect on twitter in real-time.

• Journal of Convergence for Information Technology
• /
• v.12 no.2
• /
• pp.198-205
• /
• 2022

The purpose of this study is to understand the influence of beauty commercial advertising by gender based on information on beauty trends among men and women in their 20s and to confirm the effectiveness of beauty advertising as a marketing tool. To this end, a survey was conducted on men and women in their 20s who are most interested in appearance and use SNS. Women chose YouTube as the most accessible, reliable, and informative ads, while men chose Instagram, TV, and YouTube respectively, and found that YouTube ads were the most influential for women in their 20s and Instagram ads for men in their 20s. These results can be used to build new strategies in the service and marketing sectors of the future beauty market.

• Proceedings of the Korea Contents Association Conference
• /
• 2018.05a
• /
• pp.21-22
• /
• 2018

최근 소셜 네트워킹 서비스(SNS)의 급격한 성장과 함께, SNS를 대상으로 상품 마케팅을 하는 기업(광고주)들이 증가하고 있다. 이에 따라 SNS에서 상품을 효과적으로 광고할 수 있는 광고 대행 유저들을 광고주에게 추천해주는 서비스들이 등장하였다. 하지만 위와 같은 대부분의 서비스들은 단순히 유저의 이웃 수를 기반으로 유저의 광고 효과를 평가하기 때문에, 유저를 통해 단계적으로 파급되는 광고 효과는 고려하지 못한다는 한계를 가지고 있다. 위와 같은 문제를 해결하기 위해, 본 논문은 영향력 최대화 (Influence maximization) 연구 분야의 기술을 활용하여, (1) 유저를 통해 단계적으로 파급되는 광고 효과를 고려하는 광고효과 최대화 방안을 제안한다. 또한 보다 정확하게 광고효과를 평가하기 위해, (2) 광고 상품과 유저 사이의 적합도를 정의하여 광고 대행인 선출 과정에 적용하였다. 실세계 데이터를 이용한 실험을 통해 제안하는 광고 대행 유저 선출 방안이 전통적인 선출 방안들과 비교하여 광고 효과가 더 큰 유저들을 선출한다는 것을 입증하였다.

• Journal of the Korea Convergence Society
• /
• v.9 no.7
• /
• pp.17-24
• /
• 2018

One of the major issues in big data processing is extracting keywords from internet and using them to process the necessary information. Most of the proposed keyword extraction algorithms extract keywords using search function of a large portal site. In addition, these methods extract keywords based on already posted or created documents or fixed contents. In this paper, we propose a KAES(Keyword Advertisement Extraction System) system that helps the potential shopping keyword marketing to extract issue keywords and related keywords based on dynamic instant messages such as various issues, interests, comments posted on SNS. The KAES system makes a list of specific accounts to extract keywords and related keywords that have most frequency in the SNS.