• Management & Information Systems Review
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• v.31 no.3
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• pp.47-73
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• 2012

SNS allowed users to serve not only as the content and message producer but as the consumer, with development into various types of SNS platforms. Instead of a traditional media structure of media-to-many and unspecified users, it also made it possible to achieve one-to-one or one-to-many interactions, regardless of time and space, through SNS platforms. Moreover, according to development of digital communication technology, IT, media contents and communication network have been mutually connected, though they were once separate. The changes in communication environments have caused rapid disorganization and reorganization in popular culture led by specific expert groups. Such trend has a greater influence on marketing strategies of enterprises. In other words, it will lead them to mostly introduce new information technologies, based on consumer market, and to strategically participate in SNS for promotion and marketing for their products and brands. Likewise, SNS has currently appeared as the main media affecting consumers' behaviors. In consideration of the importance of SNS features, which can stimulate responses of other users, analysis of main features affecting SNS user acceptance decision is required, as well as its utilization strategies. Accordingly, this study conducted division of SNS features into openness, quickness, interactiveness and economical efficiency to derive strategies for increasing the usage frequency of SNS and ultimately maximizing the expectation effect, in addition to an empirical analysis of effects of SNS features on usefulness, easiness and pleasure perceived in SNS, and SNS user intention.

• Journal of Digital Convergence
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• v.15 no.6
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• pp.155-164
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• 2017

The purpose of this study is to analyze the similarities and differences between motivation and usage according to morphological differences between Facebook and Instagram. The formative differentiation of third-generation SNS such as intuitive image and limited network poses the necessity of recognizing individual service users as distinct groups in SNS research. Therefore, this study was conducted to analyze the differences of motivation and usage, according to the motivation of using Facebook and Instagram by 255 university students. As a result, 7 factors were found as motivation for SNS use, and there were therein motivational differences between Facebook and Instagram users. This study is expected to contribute to the prediction of user's attitude change according to the morphological evolution of SNS in the future, and to expand the application to such related fusion research as GUI design and corporate PR marketing.

• Journal of the Korean Data and Information Science Society
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• v.26 no.2
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• pp.409-418
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• 2015

With the development of mobile devices and Internet, information exchange has actively been made through SNS and Blogs. Blogs are widely used as a space where people share their experience after their visit to tourist attractions. We propose a method of recommending associated tourist attractions based on tourists' opinions using issue analysis, association analysis, and sentimental analysis for various online reviews including news in order to help to develop tour products and policies. The result shows that north area of Chungbuk province has been selected as issue attractions, and associated attractions/keywards have been identified for given well-known attraction. Positive/negative opinion for review texts has been analyzed and user can grasp the reason for the sentiments. Multidimensional analysis technique has been integrated to derive additional sophisticated insights and various policy proposal for smart tourism.

• Journal of Korea Society of Industrial Information Systems
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• v.17 no.3
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• pp.95-104
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• 2012

The companies have employed SNS for marketing, promotion, and customer relationship management. The SNS is a good tool to collect customers' opinions and to collaborate with internal and external employees, however, the function of SNS are limited in implementing a co-creation. Therefore, the purpose of this research is to suggest a SNS platform for co-creation that creates a corporate's values with customers. For this purpose, the limitations of SNS are defined and the new platform of the SNS is suggested. The proposed platform has 3 modules including integration of applications, cloud services, and integration to applications operated by companies. With a scenario method the suggested platform was validated. This is one of pioneer studies in co-creation.

• Journal of Korea Entertainment Industry Association
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• v.15 no.2
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• pp.99-109
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• 2021

The purpose of this paper is to look at web entertainment in terms of marketing and analyze how consumers in Korea and abroad feel about it. To this end, methods such as literature research, case studies, and consumer interviews were used. The main conclusions of this paper are as follows. First of all, through the case of "Run BTS," the web entertainment program actively reflects the needs of viewers on entertainment content by utilizing the unique interactions of web entertainment in terms of products. In terms of price, web entertainment operated a paid service that contained more diverse contents. However, the degree of satisfaction with paid services was different for each age group or income of viewers. In terms of distribution, web entertainment can position viewers much more clearly than conventional TV entertainment, has strong communication with viewers, and is relatively free from political conflict or censorship in overseas exports. Finally, in terms of public relations, web entertainment is promoted in various ways to fans who are the mainstay of existing viewers, but public relations for various viewers other than fans are relatively weak. Based on the above analysis, this paper proposed ways to improve consumers of web entertainment by region, customized marketing by age, professional window for consumers to directly express their opinions on content, and wide promotion through various media.

• The Korean Journal of Archival Studies
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• no.39
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• pp.101-138
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• 2014

This study examined the influence and meaning of SNS as the hot topic of our time from the archival perspective and also studied the 'SNS records management'. The many users mean a high accessibility and utilization of SNS, which increase the influence and value of SNS as a record. Politically, SNS is a tool that strengthens the communication among the voters, politicians and the public while economically, it is a window to accept the complaints of the customers and a marketing tool. In addition, the voices of social minorities are also recorded unlike in the traditional media, which makes the SNS record a method to gain the social variety and diversity. SNS is a place of formation of collective memory and collective memory itself. Furthermore, it can play the role of public sphere. It also is a place for generation of 'big data' in an archival sense. In addition, this study has classified the SNS records management into primary and secondary management that include record management entities, subjects, periods, methods, and causes. This study analyzed the history, status, and the meaning of SNS to assess the values and meanings as the preliminary study for the future SNS record management studies.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.539-544
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• 2023

In this study, several important aspects were studied in producing video advertisements based on the lifestyle and SNS status of Generation Z. Generation Z highly values participation and interaction due to the nature of SNS, so SNS advertisements should be produced in a way that induces active interaction with viewers and accepts feedback. Here's a summary of the main parts. It prefers various content formats of Generation Z that consume information. Advertisements should be produced in various formats such as text, images, and videos, and should have flexibility suitable for various platforms. Because each SNS platform has its own characteristics due to platform specialization, this study suggests that advertisements analyze the characteristics of the platform and use the appropriate content strategy for the optimized platform. As an emphasis on value proposition, we propose an advertising format setting to focus on what value the product or brand provides. It is important to clearly emphasize the advantages and intrinsic value of a product or service in video advertising, and in conclusion, we propose to focus on the case of increasing interest by adopting modern and trendy design of storytelling as an attractive and unique design method of aesthetic design and visual effects. Considering these factors comprehensively, the research value of this paper will be able to establish an effective SNS marketing strategy by producing video advertisements that match the lifestyle and SNS usage characteristics of Generation Z.

• The Journal of the Convergence on Culture Technology
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• v.8 no.3
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• pp.245-251
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• 2022

This study attempted to examine the effect of virtual influencer, which is highly interested in consumers, and has recently been increasing the frequency of use in corporate marketing activities. In particular, the purpose is to examine the effect of the attributes of virtual influencer on consumers as an information source for a product or brand. To this end, the effect of perceived attractiveness, trustworthiness, and expertise of virtual influencer on SNS usage intention and imitation intention consumers was examined. As a result of the study, it was found that attractiveness among the attributes of virtual influencer had a positive effect on the usage intention, and attractiveness and trustworthiness had a positive effect on imitation intention. In addition, it was found that imitation intention had a positive effect on usage intention. In other words, the perceived attractiveness of virtual influencer by consumers through SNS is the most important attribute. These findings imply that when virtual influencer is used in marketing, companies must perceive the attractiveness of virtual influencer through content posted on SNS as well as their attributes as information sources. We expect the results of this study to provide major implications for marketing activities such as companies and public institutions that consider using virtual influencer.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.3
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• pp.75-86
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• 2017

The development of web technologies and the generalization of smartphones have dramatically increased the number of social media users using the Internet. As a result, companies are perceived social media as a major marketing tool and operate a variety of SNS channels. In particular, start-ups conducting businesses with limited resources, social media is being used as an effective marketing tool to meet many potential customers at a low cost. Among them, facebook is the most used channel in the world and plays an important promotional tool not only in overseas but also in marketing activities of domestic start-ups. The purpose of this study is to analyze the relationship between satisfaction and purchase intention according to four personal characteristics of users who use social media contents and to measure the mediating effect of satisfaction on the relationship between content type and purchase intention. To this end, we classified into three types based on the previous research, and social media content is provided to 200 fans of Minbak Danawa(Minda), one of representative start-ups related to accommodation, The questionnaires were conducted for 3 weeks, and a total of 145 copies were collected. All the collected questionnaires were used for statistical analysis through SPSS 18.0. The empirical results show that all three types of content, such as task-oriented, self-oriented, and interaction-oriented, have a significant effect on the satisfaction level. Among them, it is confirmed that the satisfaction level plays a mediating role on the relationship between task-oriented contents and purchase intention. And the user 's personal characteristics showed a partially moderate effect on the satisfaction according to the content type. Therefore, social media content provided by corporations has an important effect on consumer satisfaction and purchasing, in order for start-up to prevail in the market, it is necessary to have an operational strategy to communicate with customers continuously through systematic contents analysis and planning. The result of this study suggests effective ways to build a social media marketing strategy for start-ups and suggests ways to utilize contents considering the characteristics of internet users.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2012.10a
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• pp.715-717
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• 2012

최근 SNS나 소셜미디어등 온라인을 통해 고객들의 서비스에 대한 정성적인 평가 및 요구사항이 실시간으로 표현되고 있으므로 병원, 은행,회사 등 각 기업에서는 서비스에 대한 부정적인 여론이 확산되기 전에 능동적으로 대응할 수 있는 시스템의 필요성이 요구되고 있다. 기존의 정형화된 설문을 통한 고객 니즈 분석으로는 다양한 온라인 플렛품 상의 소비자 경험, 의견 및 감성을 분석하기가 어렵다. 따라서, 다양한 온라인 플렛폼의 등장 소비자 Life-Style의 변화 등으로 기업이 시장과 고객들의 행동패턴을 파악 및 예측하여 분석, 관리하고 대응할 수 있는 시스템이 필요하다. 본 연구에서는 기업의 마케팅, 홍보, 기획 등 B2C 서비스 기업 활동에 효율적으로 활용할 수 있는 고객 평판분석 관리 시스템을 제안한다. 특히, 제안한 시스템의 효율성 검증을 위해 실제 테스트베드 프로토타입을 개발한다.