• Journal of Information Technology Applications and Management
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• 제22권1호
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• pp.17-36
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• 2015

Many companies are now trying to utilize SNS (social network service) by building it as marketing communication platform that delivers marketing messages and builds customer relationship. This study investigates the factors affecting consumers' intention to use of brand's SNS identity page (e.g., fan page in Facebook). It specifically focuses on four social support functions -self-esteem, informational, emotional and social networking support-in virtual space. Research model attempts to explore the impact of social supports on brands' SNS identity page adoption with modified technology acceptance model which includes perceived usefulness, ease of use and enjoyment. Empirical study adopts SEM (structural equation modelling) to test research model. The result indicates that perceived ease of use is influenced by informational support, and perceived usefulness is influenced by informational, emotional, and self-esteem support. And perceived enjoyment is influenced by emotional support. In addition, it reveals that there were no significant effects of social networking support on both perceived usefulness and enjoyment. These findings provide managerial implications for attracting potential and actual customers to brand's SNS identity page. And it also suggests the importance of managing sociability in brand's SNS identity page to make it as marketing communication platform.

• Educational Technology International
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• 제13권1호
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• pp.1-25
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• 2012

Despite the relatively short history of Social Network Sites or Services (SNS), it has quickly gained popularity with more than seven hundred million users all over the globe. The SNS emerged as one of the strongest cultural influences for the contemporary society. The SNS would provide both chances and challenges for Education. The main purpose of the article was to explore the way education react and adapt to the emergence of social network and SNS. It tried to provide major theoretical grounds that bridge education and social network. In the due process, the researchers have examined the curriculum and instructional design process of education from the perspective of disruptive and sustainable aspect of SNS technology. Consequently, four major theoretical grounds were identified and reviewed: Gibson's theory of affordance, Vygotsky's social constructivism, Rha's human visual intelligence theory, and the network theory. By investigating these theories, the educational potentials of social network and SNS were emerged. The SNS was viewed as a new medium with abundant potentials of expanding the learning space, empowering the affective aspects of learning, and facilitating the formation of group intelligence. Finally, some future implications and challenges of SNS were suggested.

• International Journal of Internet, Broadcasting and Communication
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• 제15권2호
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• pp.268-272
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• 2023

With the development of SNS, companies and individuals are actively marketing through social media to develop their own products. It is also important to post posts promoting on simple SNS or to show a lot of exposure using algorithms, but customers upload reviews or proof shots of the product on their own, naturally increasing the exposure of the product and increasing the purchasing power of potential customers. As the number of products that users want to purchase through SNS is increasing, they want to access and purchase not only tangible products such as goods and food, but also intangible services through SNS. In this paper, we would like to study exhibitions that have both tangible and intangible characteristics. SNS accounts that mainly introduce these products by searching for reviews have been created while spending leisure time such as exhibitions and fairs, reducing the hassle of searching for personal interests on search engines, and providing prices and reviews from the exhibition's schedule, lowering entry barriers and increasing purchasing power. Using this point, many exhibitions not only display works, but also open various experience centers, and create a photo zone or a unique exhibition hall atmosphere to attract many customers. In this study, we study the impact of SNS on the leisure culture of exhibition. The marketing direction in the situation where SNS marketing is becoming the mainstream is presented, and the change in the form of exhibition is described and presented as an academic approach.

• 디지털산업정보학회논문지
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• 제11권1호
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• pp.183-196
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• 2015

With widespread use of smart phones, SNS has been growing rapidly. Companies are required to do its utilization and a preemptive response. However, taking advantage of SNS is still insignificant in the companies. Compared with traditional marketing, people still consider the SNS marketing unfamiliar. This study is aimed at widening the breadth of understanding of marketing activity using SNS and inquiring into its effective applications. In an effort to achieve this research objective, first, this study analyzed the aspect of real applications by reviewing diverse practical business cases. Second, this study provided the momentum of the understanding of SNS marketing-based knowledge. The effective method of producing consumer-intimate products and services lies in customers' participation in development and production. SNS marketing is the very communication and gives ear to a customer's voice. Earnest and creative SNS marketing will play a role as a stepping-stone for businesses to move much closer to a customer.

• 한국컴퓨터정보학회논문지
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• 제24권5호
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• pp.139-147
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• 2019

This study is conducted to analyze how Social Media characteristics of restaurant franchise affect customer decision making and redelivery intention and find out how to do Social Media marketing which is getting important. Through this study, we will understand the direction of Social Media management. In this study, we had 220 users to respond questionnaires who looked up about restaurant franchise through Social Media. In the previous research, we classified the Social Media characteristics about the restaurant franchise into the fields of liveliness, agreement, reliability, communication, accuracy, and entertainment. In order to verify the hypothesis, we conducted single regression analysis and multiple regression analysis and verified the relationship between variables. First, we found that Social Media characteristics of restaurant franchise has a positive relationship with favorability. Second, Social Media characteristics of restaurant franchise has a positive relationship with satisfaction. Third, favorability has a positive effect on satisfaction. Fourth, favorability has a positive effect on the intention of re-inquiry and redeliver. Fifth, satisfaction has a positive effect on the revisit and intention to redirect. As a result of the study, we found that restaurant franchise will gain trust of customers if they take into account the characteristics of Social Media of restaurant franchise and conduct customized marketing according to the head office of restaurant franchise and perform continuous feedback and management in order to improve customer's favorability and loyalty.

• 인터넷정보학회논문지
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• 제15권1호
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• pp.89-102
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• 2014

2010년 '아랍의 봄' 시기 연쇄적으로 발생한 북아프리카 전역의 민주화운동은 SNS가 사회운동을 조직화하는 데 있어서의 가능성과 역할에 대한 다양한 논의를 촉발시켰다. 실제 모바일과 SNS 기술은 첫째, 온/오프 운동을 활성화 시키고, 둘째, 새로운 형태의 운동 양식을 만들면서 셋째, 집단 정체성의 권능화 (Empowerment)를 촉진하고, 넷째 지구적 차원의 사회적 정의를 실천하려는 운동을 조직화 하는데 효과적인 미디어 플랫폼을 제공한다. 그러나 또 한편으로는 이러한 가상공간에서의 사회운동 조직은 지속성과 헌신성을 담보하기 어렵다는 한계로 인해 조직적인 변화를 유발하지 못한다는 비판도 존재한다. 더군다나 온라인 사회운동은 디지털 기술을 보유하거나 이용하는 사람과 그렇지 못하는 사람들간의 간극을 더욱 심화시킬 뿐이며 이로 인해 사회 전반적 운동을 조직화하는데 오히려 부정적인 영향을 준다고 주장한다. 이 연구는 이러한 디지털 사회운동에 대한 상반된 논의와 이론들을 바탕으로 SNS에 기반한 사회운동의 가능성과 한계에 대해 '제주도 살리기 (Save the Jeju Island: 이하 SJI)' 운동을 사례로 분석하고자 한다. 특히 이 연구는 SJI라는 영문 Facebook 계정을 통해 제주도라는 지역적 운동을 지구적 차원으로 확대하여 글로벌한 연대를 추구한다는 점에서 SNS가 사회운동을 지역을 넘어 지구적 차원으로 확산하는 데 있어서의 가능성과 한계를 논의하기에 적절한 사례를 제공해 준다. 또한 SJI 사례는 모바일과 인터넷 보급과 이용 환경에서 세계적으로 앞서 있는 한국이라는 지역에서 조직된 운동이라는 점에서도 뉴미디어를 통한 사회적 운동에 대한 논의를 연구하는 데 도움을 줄 것으로 판단한다. 이러한 연구목적을 가지고 이 연구는 SJI 운동이 가장 활발하던 2012년 1월에서 7월까지 7개월 동안 SJI 영문 페이스북의 내용분석을 통해 SJI 운동의 SNS에서 소통되는 메세지와 이용자의 특성을 이해하고자 한다.

• 한국의류학회지
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• 제43권3호
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• pp.427-439
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• 2019

This study investigated the semantic network based on the focus of the fashion image and SNS text utilized by global SPA brands on the last seven years in terms of the quantity and quality of data generated by the fast-changing fashion trends and fashion content-based media environment. The research method relocated frequency, density and repetitive key words as well as visualized algorithms using the UCINET 6.347 program and the overall classification of the text related to fashion images on social networks used by global SPA brands. The conclusions of the study are as follows. A common aspect of global SPA brands is that by looking at the basis of text extraction on SNS, exposure through image of products is considered important for sales. The following is a discriminatory aspect of global SPA brands. First, ZARA consistently exposes marketing using a variety of professions and nationalities to SNS. Second, UNIQLO's correlation exposes its collaboration promotion to SNS while steadily exposing basic items. Third, in the case of H&M, some discriminatory results were found with other brands in connectivity with each cluster category that showed remarkably independent results.

• 한국게임학회 논문지
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• 제14권2호
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• pp.29-44
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• 2014

본고는 SNS의 구조에 나타난 클래식 게임 모델의 게임성을 증강, 퇴화, 역전과 부활로 구성된 맥루한의 테트래드 개념을 통해 분석하였다. 분석결과, SNS는 현실 세계의 플레이어가 자신의 주관과 이상적 경험을 가상 환경의 표현 규칙을 통해 실현하는 게임적 매체임을 확인하였다. SNS는 표현과 조작 규칙의 강화를 통해 게임성을 파이디아의 방향으로 역전시키고 있었으며, 플레이어의 노력 및 결과의 현실 영향력에 관한 협상 가능성을 퇴화시켜 보다 많은 플레이어들이 창조적 세계를 쉽게 구축할 수 있도록 진화하고 있었다. 또한 증강된 게임성으로 플레이어와 게임 간의 애착이 강화되었으며 추상적 공간에서 묘사를 통해 세계를 창조하는 MUD 전통을 부활시키고 있었다. 이상의 분석 결과에 근거하여 SNS가 현실에 한정된 실용적 소통매체에서 나아가 현실을 근간으로 플레이어의 다양한 상상과 가능성을 창조하는 게임적 매체임 확인한다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제13권3호
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• pp.1626-1638
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• 2019

Social Networking Sites (SNS) provide people with unique online social interaction environments where users can disclose their thoughts, feelings, and opinions to their personal contacts. Although previous studies have suggested that such activities produce positive effects on SNS user well-being, this study considered potential negative effects by investigating the relationship between SNS use and depression. In particular, This stydy examined how specific activities are related to different types of social comparison (upward/downward/horizontal) and how these different types of social comparison influence depressed moods among college students. The analysis of a survey of 245 Instagram users found that (1) looking at other people's status updates and commenting on other people's photos influences upward social comparison, (2) frequency of Instagram use predicts upward/downward/horizontal social comparison, and (3) upward social comparison was postively associated with depression, while downward social comparison was negatively associated with depression. Furthermore, the path anlaysis show that social comparison mediates the effect of Instagram use on depression. It suggests that Instagram use does not directly increase depression but it can lead to depression when social comparison on Instagram triggers depression.

• 한국측량학회지
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• 제34권2호
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• pp.111-120
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• 2016

Prior knowledge about the SNS (Social Network Services) datasets is often required to conduct valuable analysis using social media data. Understanding the characteristics of the information extracted from SNS datasets leaves much to be desired in many ways. This paper purposes on analyzing the detail of the target social network services, Twitter, Instagram, and YouTube to establish the spatial informatization process to integrate social media information with existing spatial datasets. In this study, valuable information in SNS datasets have been selected and total 12,938 data have been collected in Seoul via Open API. The dataset has been geo-coded and turned into the point form. We also removed the overlapped values of the dataset to conduct spatial integration with the existing building layers. The resultant of this spatial integration process will be utilized in various industries and become a fundamental resource to further studies related to geospatial integration using social media datasets.