• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.1
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• pp.281-290
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• 2017

This study aims to determine how demographic characteristics and SNS use traits of audiences are different depending on preferred performance types such as pop music concert, musical; play, dancing and ballet. SNS use traits are as follows: duration of SNS use, average number of access to SNS account, average time of SNS use, SNS activity type, motivation for SNS use, preferable type of SNS, annual total number of performance watched, and method to gain performance information. Also, the study was conducted to get significant insights in designing marketing strategy using social network services. The results are as follows. First, the result of examining audience's demographic factors depending on preferred performance type showed meaningful differences in sex, age, marital status, form of family, academic level, job and monthly income of the audiences. Second, SNS use traits of the audiences according to preferred performance genres vary in duration of SNS use, average number of access to SNS account, average time of SNS use, SNS activity type, motivation for SNS use, method to gain performance information. These findings showed that demographic characteristics and SNS use traits needed to be classified more specifically based on genres. Additionally, marketing strategy using performance information, traits of contents and customers' patterns through SNS should be specifically developed based on specified target.

• Knowledge Management Research
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• v.15 no.4
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• pp.171-187
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• 2014

The social network services (SNS) like Facebook, have gained an enormous amount of popularity. However, side-effects of Facebook usage are occasionally reported such as sense of alienation and cyber-bullying. Among these potential factors threatening to the success of SNS, this research focused on alienation and intends to investigate possible factors that affect SNS alienation and how it affects on SNS attachment and proactive use of SNS. Through extensive literature reviews regarding online and offline alienation, SNS characteristics, and SNS usage, we generated the research model and hypotheses. We surveyed 142 Facebook users and empirically proved that among SNS characteristics, complexity increases SNS alienation, and interactivity and social presence positively affect SNS attachment. Offline alienation, one of the personal attributes, increases both SNS alienation and SNS attachment at the same time while the number of SNS friends have no significant effects. In addition, SNS alienation decreases proactive use of Facebook while SNS attachment increases it. Theoretical and practical implications are discussed based on research findings, and we also suggest future research directions to minimize negative consequences due to SNS users' sense of alienation.

• Journal of Korean society of Dental Hygiene
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• v.16 no.1
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• pp.121-127
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• 2016

Objectives: The purpose of the study is to investigate the effect of social network service(SNS) information on intention to dental office use. Methods: A self-reported questionnaire was completed by 410 users of social network service between twenty and thirty years old in Seoul and Gyeonggido after receiving informed consent from July 1 to August 3, 2015. The questionnaire consisted of general profiles of the subjects(6 items), use of dental office(3 items), use of SNS(3 items), use of dental SNS(4 items), use of general SNS(6 items), application of dental SNS(6 items), and intention to dental office use(2 items). Except 8 incomplete answers, 402 data were analyzed using SPSS 18.0 program. Results: The first choice of dental office was recommendation by the acquaintances. There were close correlations between the use of SNS information and the use of general SNS information according to sex(p=0.016) and the frequency of SNS(p=0.012). The use of SNS for dental information showed a meaningful correlation with sex(p=0.003). The intention to use was influenced by sex(p=0.016) and the use of SNS for dental information(p<0.001). Conclusions: The important factor of visit intention to dental service was recommendation by the acquaintances through SNS. The appropriate advertisement of visit intention is very important to improve dental health care.

• The Journal of Information Systems
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• v.22 no.1
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• pp.65-87
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• 2013

The development and expansion of communication technology in the field of information technology (IT) have changed the method and culture of communication, mediating communication among people. In particular, since social network service (SNS) has the attributes of information delivery and processing, it has a more powerful dissipating effect and influence than other existing communication methods. The role of users in SNS is important because it has the communication structure of producer-consumer, which consists of sharing, connection and participation of users. In this line, the purpose of this study is to investigate the intention for continued use of SNS by user ability. In order to explain the motivation and behavior for continued use of SNS by users, this study employed the motivation theory and post-adaptation model. The study applied 'media literacy' to the characteristics of SNS media and environment and expanded it into the concept of 'SNS literacy' to identify the moderating effect by user ability. Referred to as 'user's ability that is required to use SNS,' the SNS literacy was verified for its moderating effect with the three sub-dimensions: 'technical accessing ability,' 'understanding ability' and 'creative ability.' The major findings of this study are as follows. First, the perceived usefulness and playfulness were found to have a significant effect on the intention for continued use of SNS, showing the same result with previous studies on technology acceptance. In other words, usefulness and playfulness are variables with an explanatory power in the SNS environment as well. Second, the conceptualization of SNS literacy with accessing ability, understanding ability and creative ability was found to be valid. Third, it was verified that there was a significant difference in the SNS literacy between perceived usefulness and continued use, indicating that users with higher ability respond sensitively to usefulness and affect continued behavior. The moderating effect of SNS literacy was also verified in the relationship between perceived playfulness and intention for continued use. The results above confirm the difference in post-adaptation behavior of individuals, and are expected to provide several implications.

• Journal of Korea Society of Digital Industry and Information Management
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• v.11 no.2
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• pp.181-192
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• 2015

A new communication revolution such as social networking service (SNS) has been transforming the way of interaction between people in both of individual level and organizational level. Recently many people have switched to closed type SNS such as Naver Band and Kakao group due to the several reasons. The purpose of this study is to investigate the usage motivation and satisfaction of SNS based on use and gratifications perspectives. Based on prior studies on use and gratifications of Internet-related media and SNS, information motivation, relationship motivation, pleasure/entertainment motivation, self-expression motivation, work motivation were identified as usage motivation of SNS. This empirical study explores how these motivations vary between open type SNS(facebook and twitter) and closed type SNS(band and kakao group). This study contributes to provide the base of activation strategies and practical implications for companies using SNS as a marketing tool.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.433-442
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• 2021

The present study explored the moderating roles of perceived responsiveness of SNS friends and self-esteem in the relationship between SNS use and perceived social support among college students. Using a panel owned by a research firm, a nationwide online survey was conducted (females N = 264, males N = 239). The results of regression analysis suggested that there is no significant main effect of SNS use but a significant main effect of perceived responsiveness of SNS friends. In addition, a three-way interaction effect was found among perceived responsiveness of SNS friends, SNS use, and self-esteem. This study contributes to elaboration of the extant research as well as providing practical implications to SNS-based intervention programs for college students' psychological well-being.

• Informatization Policy
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• v.21 no.1
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• pp.57-76
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• 2014

The purpose of this research is to investigate the role of social dimensions in predicting the intention to use SNS. We proposed an integrative SNS acceptance model based on the theory of planned behavior (TPB), the technology acceptance model (TAM), and the social influence theory. Included in the model are attitude toward SNS use, subjective norm, information cascades, and perceived behavioral control as antecedents to intention to use SNS. An empirical analysis was conducted using data collected from a questionnaire survey with 228 college students in Korea, and it yielded the following findings. First, the two social dimensions, namely subjective norm and information cascades, were found to have a significant positive relationship with the intention to use SNS. In particular, information cascade turned out to have the strongest impact of the three antecedents to intention to use SNS. Second, perceived usefulness and perceived ease of use were found to have a significant positive influence on the attitude toward SNS use.

• The Journal of the Korea institute of electronic communication sciences
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• v.8 no.9
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• pp.1359-1364
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• 2013

After platform changed from PC-based internet to mobile, SNS became new interactive media which relaces face-to-face interaction. the SNS users have already begun to recognize SNS as daily necessity. SNS market has been subdivided. In other words, SNS has entered into a period of vertical SNS that focus on contents and specific target. Therefore, It is necessary to analyze users for SNS planners. For this reason, analyzing why office workers who have the most powerful purchasing power use SNS is meaningful for SNS planners. Therefore, in this study, we analyzed the reasons for using SNS of office workers by studying relationship among office workers' stress, social support, self-expression and the use of SNS. As a result, the use of SNS has a significantly positive correlation with social support and self-expression. The self-expression in the SNS is not associated with stress, but rather it is the characteristics of the office workers. However the social support in the SNS affects to stress.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.2
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• pp.548-553
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• 2012

The purpose of this study is to explore how use motivation of SNS influences communication activity and SNS media engagement. The major findings are as follows. First, three Factors are identified from the result of scale purification through exploratory factor analysis(EFA) on use motivation of SNS. Three factors of SNS use motivation are information/knowledge acquisition motivation (IKAM), communication/relationship maintaining motivation(CRMM), opinion/information presenting motivation(OIPM). It is found that a significant difference on CRMM between sex. Second, CRMM and OIPM are statistically significant to communication activity. Third, IKAM and CRMM are statistically significant to SNS media engagement.

• The Korean Journal of Food And Nutrition
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• v.28 no.3
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• pp.358-368
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• 2015

The study is focused on analyzing the SNS using characteristics of the people surveyed, as for the SNS acceptance channel of the food service corporations, accounted voluntarily for 71%. The SNS food service information regarding information of menu, location of store, price, coupon, taste evaluation, event, promotion, reservation and store atmosphere was researched. The most preferred information sharing for SNS food service were researched and found Facebook, blog and others in increasing order. The most preferred media to obtain SNS food service information were smart phone, desktop computer and others. The result of verifying differences in the perceived ease of use were also evaluated according to the food service corporation of SNS using characteristics of the people and was found: the longer period of SNS use, longer was access time: more number of visiting times, higher perceived ease of use. As for the difference in the perceived service value: longer the period of SNS use, more preferred was the blog: the more number of visiting times, the higher perceived service value. As for the difference in the online mouth-to-mouth intention: longer the period of SNS use, longer was access time: the more number of visiting times, the higher online mouth-to-mouth intention. Therefore, these research results provide useful implications in the working-level aspects such as providing basic data and the academic approach of the study, when the food service corporations establish marketing strategies through SNS.