• International Journal of Internet, Broadcasting and Communication
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• v.8 no.3
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• pp.1-11
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• 2016

This study investigates whether different SNS with different characteristics have different impacts on participatory social capital in Korea. At least in Korea, SNS are categorized into five types (community, blog, micro-blog, profile-based service and instant message service), and participatory social capital is specified by three types (off-line political participation, on-line political participation, on-line civic engagement). Using Nielsen KoreanClick's web-based survey data, our regression analysis shows that SNS which are more open and focused on information sharing contribute more to participatory social capital.

• Journal of Distribution Science
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• v.17 no.8
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• pp.99-106
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• 2019

Purpose - Marketing has shifted towards communicating tailored messages and brand contents to consumers with the rise of the Internet and smartphones. These technologies and the brand contents provide the e-tailers with opportunities for brand loyalty and online shopping via SNS, especially Facebook. Thus, this study attempts to scrutinize the effects of the characteristics of brand contents on consumers' engagements. As well, Facebook allows global communication, and yet, Eastern and Western people still live under different cultures. Therefore, this study attempts to compare Germans and Koreans on Facebook. Research design, data, and methodology - 225 survey data were collected from Germany and Korea. The effects of Vividness, Entertainment, Credibility, and Relevance on Engagement in brand contents and the moderating effect of nationality were examined with the hierarchical multiple regression analysis. Results - Vividness and Entertainment are the most important characteristics to engage consumers in the brand contents regardless of nationality. However, Relevance is more important to Germans while Entertaining and Vividness are to Koreans. Conclusions - To engage young Facebook users and let them shop online, entertaining and vivid brand contents will be effective. Tailored brand contents are essential for users from different cultures on Facebook.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.13-24
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• 2014

This study is the first model to apply the concept of media engagement to a political campaign by which the voters' mind toward the supporting political candidates, are read. Thus it provides the theoretical and practical implications to the political campaign, and eventually contributes to the development of democracy. For these objectives, the total of 729 people who have the right to vote were telephone surveyed using the peoplemeter, CATI program in the 18th Presidential Election (12 areas including Seoul) of Dec. 19th 2012, and Re and By-election of April 24th 2013. Research question is to examine how the 5 attributes of the media engagement (interest, immersion, relevance, satisfaction and participation), play a role as the moderating variables in cross-correlation, socio-economic status and media properties. The result shows that of the five properties of media engagement, the relevant factor is the important parameter of mediating variable to the causal relationship. The media usage (TV, SNS, print media), socio-economic status (gender, age, income, marriage and area), involvement and the Presidential Election, and Re and By-election are also effective in the five attributes of media engagement. These results suggest that the a study model can measure the campaign effectiveness. This study will contribute significantly to the development of politics, election, media, advertising, and public relations area as well as to promote interdisciplinary research.

• Information Systems Review
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• v.19 no.3
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• pp.105-125
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• 2017

Although the relationship between social networking sites (SNS) use and performance has been widely studied, most of these studies have focused on comparing the SNS users' overall performance with that of non-SNS users instead of examining how using SNS midway of a task affects one's task performance. To address this research gap, an experiment was conducted to examine SNS use during a task and its influence on the performance of that task. In this experiment, the role of SNS in various situations was examined by reviewing the literature on break and performance as well as the types of breaks and tasks. Owing to its exploratory nature, this study used various types of data, such as electroencephalography interpretation data generated from a brain-computer interface, self-reported data, and data recorded by a computer. Those participants who used SNS showed an improved performance compared with those who took a short break while doing a simple task. Further analysis showed that the degree of SNS usage and engagement with SNS had positive effects on the participants' simple task performance, while social presence and reassurance of self-worth had negative and positive effects on the participants' complex task performance, respectively.

• Asia pacific journal of information systems
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• v.23 no.4
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• pp.29-51
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• 2013

In line with network technology development and smart device penetration, the social network service (SNS) has expanded its influence. The SNS which is a service based on communication and sharing among people, has grown based on users' voluntary engagement and participation and its influence has appeared beyond the cyberspace into the overall areas of domestic and foreign culture and society. In particular, SNS-based real-time communication during diverse disasters, can help prevent further damage. By sharing information on social donation activities and environmental campaigns, people have used SNS as a tool to change the society in a more positive way. Such series of activities functioning as a power to change the society have been made much faster and wider through the help of a new media called SNS. To better understand such trends, we are required to study about the SNS and its user relationships first. In this context, this study sought to identify the effects of people's desire to build friendships through SNS on the voluntary and society-friendly activities of people. This study considers online pro-social behavior and proposes online citizenship behavior. Citizenship behavior has been examined in organization context. That is, organizational citizenship behavior explains an employee's pro-social behavior in an organization context. Organizational citizenship behavior is characterized by the individual's helping others and promoting the functioning of the organization. By applying organizational citizenship behavior to an online context, we propose online citizenship behavior, an individual's pro-social behavior in an online context. An individual's pro-social behavior, i.e., online citizenship behavior, could be considered as a way for the better management of online community and society. It also needs to examine the development of online citizenship behavior. This study examined online citizenship behavior from the friendship desire. Because online society or community is characterized by online relationships between members, the friendship between members would lead to pro-social behavior, i.e., helping others and promoting the functioning of the online society, in such online context. This study further examines the antecedents of friendship desire in terms of SNS interactivity with its four factors. The findings based on the survey from real SNS users explain that the three factors of SNS interactivity (connectivity, enjoyment, and synchronicity) increases online friendship desire which then increases online citizenship behavior significantly. This study contributes to the literature by examining the key role of online friendship desire in leading to online citizenship behavior and identifying its antecedents in terms of SNS characteristics. The findings in this study also provide guidance on how to manage online society and how to promote the effective functioning of SNS.

• Journal of Internet Computing and Services
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• v.17 no.1
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• pp.109-118
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• 2016

As Internet technology further develops, a social networking service (SNS) also develops. But most studies on SNS are not appropriate for business purposes since they mainly focus on personal characteristics. Unlike previous studies, however, this study tries to understand the effect of SNS on performance in the perspective of business. As the result of analysis, SNSE(Social Networking Service Engagement) appears to have positive effect on TMC(Transactive Memory Capability) and PER(Performance), and TMC also seems to affect PER. On the assumption that there should be some parameters between SNSE and PER that earlier studies did not consider, this study has proved that a new way of memories, or TMC, forms the bridge between SNS and PER. It also found out that the time spent on SNS is positively controlled when SNSE affects TMC. These results are different from those of the previous studies arguing that SNS has nothing to do with PER.

• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.88-103
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• 2017

The rapid growth in the popularity of social media sites has meant that social media has become an important communication channel for brands. Brands create brand pages on social media to cultivate positive and strong relationships with consumers. This study seeks to enhance our understanding of how fashion brand pages in social media foster consumer-brand relationships by exploring the factors that affect the development of consumer-brand relationships. Drawing on the parasocial interaction theory, this study proposes parasocial interaction as a key factor of this process. Specifically, this study proposes four antecedents (vividness, interactivity, social presence, and focused attention) of consumers' parasocial interaction with brand pages, which further affects consumer responses in terms of affective engagement and brand loyalty. An online survey was administered with consumers who have followed and visited at least one fashion brand page via a social networking site (SNS). Structural equation modeling revealed that consumers' perceptions of vividness, interactivity, social presence, and focused attention on a fashion brand page positively affected their feelings towards parasocial interaction with the brand page, which in turn led to their affective engagement with the brand page and consequent brand loyalty. These findings suggest that consumers build relationships of varying degrees with brand pages in a similar manner to that with people, which leads to their development of a positive relationship with the brand. This study concludes with discussions and practical implications.

• Journal of Korea Technology Innovation Society
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• v.21 no.3
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• pp.1021-1049
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• 2018

The purpose of this study is to examine whether organizational justice, including procedural justice and distributive justice, improve employees' innovative behavior through work engagement and knowledge sharing. In addition, it was conducted to investigate whether work engagement and knowledge sharing indirectly affect the relationship between organizational justice and innovative behavior. For the hypothesis test of this study, Hayes (2018) PROCESS Macro was used. Result of the analysis shows that procedural justice, work engagement, and knowledge sharing influenced innovative behavior. The constructs influencing work engagement were procedural justice, distributive justice, knowledge sharing. Also, procedural justice and work engagement were constructs that affected knowledge sharing. In the relationship between procedural justice and innovative behavior, the indirect effect was confirmed in all paths. In the relationship between the distributive justice and the innovative behavior, It was confirmed that there is not the indirect effect only in the path via knowledge sharing. he indirect effect was confirmed in all paths that did not acquire knowledge sharing. In addition, through the PROCESS Macro analysis, we examined the magnitude of the indirect effect of various paths between mediators. The results show that organizational justice can have the greatest effect on innovative behavior through work engagement. The weakness of respondents control by SNS survey is the major limitation of this study. In the future, Further research is needed depending on the nature of the organization, such as the analysis of differences between various industries.

• Korean journal of communication and information
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• v.58
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• pp.106-129
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• 2012

Social Network Service(SNS), which are an emerging form of political architecture, have been a political means to promote civic engagement and shape pubic opinions on social issues. Along with the influence of SNSs, the governmental control on the dissemination of information over SNSs has increased more and more. It would be ideal if the autonomous governance regulates SNSs which facilitate the networks of the dispersed people. It is the fact, though, that compulsory regulations under which the government controls impose policy and legal restrictions on political expressions. The current study addresses expressive and participatory nature embedded in technological characteristics of SNSs and discusses the problems of content regulations of political expression over SNSs. First of all, it is analyzed that light touch regulation or light touch monitoring should be applied to regulating content on SNSs, particularly political expressions. Constitutional Court proclaimed that legal restrictions on the Internet could infringe basic rights of the people and thus under unambiguous standards, the Doctrine of Clear and Present Danger should be applied to its content. Second, it is found that clarifying the definition of illegality in the application of legal restrictions is necessary to minimize the excessive misleading. Third, it is required that Korea Communications Standards Commission under the government control needs to change in determining the scope of illegal information. In a domestic level, there needs to be safeguards for the protection of the self-regulatory organization such as KISO to guarantee voluntary and autonomous regulatory practices.

• Fashion, Industry and Education
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• v.15 no.1
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• pp.12-28
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• 2017

In the era of social media, marketers have struggled to understand and serve participants' diverse and multifaceted needs in a novel form of online brand community in the social-networking sites such as Facebook. Thus, this study identifies different groups of participants affiliated with Facebook brand pages based on their needs for brand connection. The need-based segments are validated by comparing results across foodservice and consumer goods. Results of cluster analysis reveal three distinct segments (i.e., residents, lurkers, and peepers) based on participants' functional, experiential, and incentive needs. Results of multivariate analysis of variance illustrate significant differences in relational tendencies for a brand of interest among these three groups. The three groups are profiled based on participants' engagement level. Findings of this study are expected to help marketers better understand the needs of diverse participants in their SNS-embedded brand community so they can develop tailored communication strategies for targeted groups.