• The Journal of the Korea Contents Association
• /
• v.20 no.11
• /
• pp.249-257
• /
• 2020

The study aims to explore whether the Supplier's social medial activities and the consumer's social media activities mediate between the characteristics of purchasing cosmetics and the intention of purchasing. To answer this question, a total of 321 consumers participated in the study, and a self-report type of questionnaires were utilized to collect the data. For the data analysis, descriptive statistical analysis and structural equation modeling(SEM) were applied. The results from the study are as follows. First, the characteristics of purchasing cosmetics did not affect the intention of purchasing cosmetics. Second, both the Supplier's and the consumer's social media activities positively predicted the intention of purchasing, among which the consumer's activities were ascertained to make more influential impact on the intention of purchasing cosmetics. Third, both Supplier's and consumer's social media activities completely mediated between the characteristics of purchasing cosmetics and the intention of purchasing. More discussions are suggested for marketing strategies in the study.

• Journal of the Korea Convergence Society
• /
• v.11 no.8
• /
• pp.99-106
• /
• 2020

The purpose of this study is to find out whether image similarity between celebrities and brands on social network service be a determinant to predict advertising effectiveness. To this end, an advertising effect prediction model for celebrity endorsed advertising was created and its validity was verified through a machine learning method which is a big data analysis technique. Firstly, the celebrity-brand image similarity, which was used as an independent variable, was quantified by the association network theory with social big data, and secondly a multiple regression model which used data representing advertising effects as a dependent variable was repeatedly conducted to generate an advertising effect prediction model. The accuracy of the prediction model was decided by comparing the prediction results with the survey outcomes. As for a result, it was proved that the validity of the predictive modeling of advertising effects was secured since the classification accuracy of 75%, which is a criterion for judging validity, was shown. This study suggested a new methodological alternative and direction for big data-based modeling research through celebrity-brand image similarity structure based on social network theory, and effect prediction modeling by machine learning.

• The Journal of Society for e-Business Studies
• /
• v.22 no.1
• /
• pp.123-146
• /
• 2017

The information that consumers share in the SNS (Social Networking Service) has a great influence on the purchase of consumers. Therefore, it is necessary to pay attention to new research methodology and advertising strategy using Social Big Data. In this context, the purpose of this study is to quantitatively analyze customer value through Social Big Data. In this study, we analyzed the value structure of consumers for the three smartphone brands through text mining and positive/negative image analysis. Analysis result, it was possible to distinguish the emotional aspects (sensitivity) and rational aspects (rationality) for customer value per brand. In the case of the Galaxy S7 and iPhone 6S, emotional aspects were important before the launch, but the rational aspects was important after release date. On the other hand, in the case of the LG G5, emotional aspects were important before and after launch. We can propose two core advertising strategies based on analyzed consumer value. When developing advertising strategy in the case of the Galaxy S7, there is a need to emphasize the rational aspects of product attributes and differentiated functions. In the case of the LG G5, it is necessary to consider the emotional aspects of happiness, excitement, pleasure, and fun that are felt by using products in advertising strategy. As a result, this study will provide a good standard for actual advertising strategy through consumer value analysis. Advertising strategies are primarily driven by intuition or experience. Therefore, it is important to develop advertising strategies by analyzing consumer value through social big data analysis.

• Journal of the Korea Society of Computer and Information
• /
• v.19 no.1
• /
• pp.95-110
• /
• 2014

The purpose of this research is to further investigate the influence of partnership between with the mediator effect of the social business on the outcome of SCM. IT technology fusion electronic tags, mobile phone, such as cloud computing is also activated in supply chain management of recently, business is faster, if social business is applied here that are smarter, customers or suppliers, there may be communication directly and to further improve the relationship partnership. 150 questionnaires were sent to companies that have introduced SCM to their systems and are operating it. Among 150 questionnaires, 127 collected data were analyzed excluding incomplete 23 data. Statistical methods used in this study were frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, path analysis, Scheffe test and Sobel test with Amos 18.0. and SPSS 21.0. The analytical results are as follows. First, the more the reliability, information share, continuous transaction, effects on the social business are getting higher, the interdependence has little impact on it. Second, the impact on the outcome of SCM, partnerships between companies, showed a significant influence the reliability, the share of information, the continuous transaction, but the interdependence was analysed as an uninfluential factor. Third, the social business is analyses to have a mediator effect in relationship between the partnership and the outcome of SCM.

• The Journal of the Korea institute of electronic communication sciences
• /
• v.13 no.2
• /
• pp.463-472
• /
• 2018

The aim of this pilot survey was to investigate the presence status, usage problems, and improvement needs of the upper extremity rehabilitation equipment(: UERE) in the department of occupational therapy(: OT) of hospital setting in Korea. The authors received a questionnaires of clinicians working in a department of OT hospital setting through a social network service. Responses of 72 were analyzed in the first questionnaire, and 47 were analyzed in the second questionnaire. In the first questionnaire, the presence status of 16 UERE was confirmed to be 29.2~97.2%, and the usage experience of 9 UERE in the second questionnaire was 36.2~97.9%. In the second questionnaire, UERE's usage problems were reported discomfort in 15(31.9%) of 47 therapists, and improvement needs were 23(49%). The usage problems of the 9 UERE questioned by open-ended questionnaire were uninteresting, easily damaged, level unadjustable, direction unadjustable, and inconvenient installation. The improvement needs were classified into digitization, durability, level adjustable, adjustable function, convenience. The present pilot survey identified the presence status and usage experience of UERE in the department of OT and could be used as a basis for the development of closed-ended questionnaire on usage problems and improvement needs of UERE.

• KIISE Transactions on Computing Practices
• /
• v.21 no.2
• /
• pp.154-159
• /
• 2015

Over the past few years, user needs in the smartphone application market have been shifted from diversity toward intelligence. Here, we propose a novel cognitive agent that plans the daily routines of users using the lifelog data collected by the smart phones of individuals. The proposed method first employs DPGMM (Dirichlet Process Gaussian Mixture Model) to automatically extract the users' POI (Point of Interest) from the lifelog data. After extraction, the POI and other meaningful features such as GPS, the user's activity label extracted from the log data is then used to learn the patterns of the user's daily routine by POMDP (Partially Observable Markov Decision Process). To determine the significant patterns within the user's time dependent patterns, collaboration was made with the SNS application Foursquare to record the locations visited by the user and the activities that the user had performed. The method was evaluated by predicting the daily routine of seven users with 3300 feedback data. Experimental results showed that daily routine scheduling can be established after seven days of lifelogged data and feedback data have been collected, demonstrating the potential of the new method of place-time-activity coupled daily routine planning systems in the intelligence application market.

• Journal of Internet Computing and Services
• /
• v.16 no.1
• /
• pp.83-90
• /
• 2015

This paper examines the rising value of social networked journalism and analyzes the case of a social news site based on the theory of networked journalism. Social networked journalism allows the public to be involved in every aspect of journalism production through crowd-sourcing and interactivity. The networking effect with the public is driving journalism to transform into a more open, more networked and more responsive venue. "wikitree" is a social networking news service on which anybody can write news and disseminate it via Facebook and Twitter. It is operated as an open sourced program which incorporates "Google Translate" to automatically convert all its content, enabling any global citizen with an Internet access to contribute news production and share either their own creative contents or generated contents from other sources. Since its inception, "wikitree global" site has been expanding its coverage rapidly with access points arising from 160 countries. Analyzing its international coverage by country and by news category as well as by the unique visit numbers via SNS, the results of the case study imply that networking with the global public can enhance news traffic to the social news site as well as to specific news items. The results also suggest that the utilization of Twitter and Facebook in social networked journalism can break the boundary between local and global public by extending news-gathering ability while growing audience's interest in the site, and engender a feasible business model for a local online journalism.

• The Journal of the Korea Contents Association
• /
• v.15 no.3
• /
• pp.488-498
• /
• 2015

Form the observation that the successful management and operation of university websites brings about university branding effects, this paper attempts to identify the problems in relation to evaluation elements of university homepages and establish a new evaluation model that allows us to grasp the importance and priority of phased evaluation elements. In particular, we tried to secure the objectivity of the importance of department homepage evaluation elements by using AHP(Analytic Hierarchy Process). Our analysis shows that among 29 evaluation elements of department homepage, mobile service, curriculum, description of department's characteristics, guide to homepage usage/accessibility to site map and differentiated educational method were considered to be relatively important whereas the relative importance of department's slogan, differentiated image and identity, linkage to SNS, Q&A bulletin board, operation of department community, and FAQ was low. Based on the findings from our analysis, we present the basic foundation for successful management and operation of university department homepages along with a few suggestions for vitalizing those hompages.

• Management & Information Systems Review
• /
• v.35 no.2
• /
• pp.27-44
• /
• 2016

In recent year, graphic emoticons in MIM(Mobile Instant Messenger) play an important role not as a valuable communication methods, but as main business model for MIM service providers. Although the graphic emoticons in MIM are regarded as a commercial product, there has been little systematic research reflecting consumers' perspectives. In order to fill this theoretical and practice gap, the study is designed to explore the structural relationships among emoticon use motives, attitude, and purchasing intention to emoticons in context of MIM. The results showed that emoticon use motives in MIM were composed of two main factors, perceived usefulness and perceived enjoyment. And we also verified that both perceived usefulness and perceived enjoyment positively impact flow in communication with using emoticons and social influence. Lastly, flow and social influence were positively related to attitude toward using emoticons and attitude also was related to purchase intention to emoticons in MIM, positively. However, flow and social influence did not have a positive influence on purchase intention to emoticons directly. The implications and limitations of this study are also discussed.

• Journal of Mushroom
• /
• v.17 no.3
• /
• pp.167-170
• /
• 2019

Cultivation of brown mushrooms, rather than that of white variants is preferred by Korean mushroom farmers, as the former are resistant to diseases. However, brown mushrooms were cultivated only in selective eco-friendly agricultural farms due to lack of consumer awareness. After providing information about brown mushrooms to respondents through a 1-minute video clip, a survey was conducted on social network service (SNS) to assess recognition and preference for brown mushrooms. A food evaluation was then conducted among 200 people randomly selected from the survey respondents. Most respondents (83%) had not encountered brown button mushrooms previously, and 98% of the respondents were willing to buy these mushrooms because they were "curious about its taste" (44%). In the food evaluation, 32% of the respondents found the brown button mushrooms to be delicious, 28% reported a good flavor, and 31% described a good texture. In addition, we confirmed that 95% of respondents were interested in purchasing brown mushrooms after sampling. Therefore, in the present study, we evaluated public perception, preference, and taste of brown button mushrooms, and confirmed that availability of information on nutrition and benefits s of mushroom consumption could induce consumers to buy brown button mushrooms.