• Asia Marketing Journal
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• 제25권4호
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• pp.173-193
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• 2024

This study adopts organismic integration theory (OIT) to classify and contrast the predominant roles of five motivations (i.e., economic incentives, self-presentation, information acquisition, altruism, and enjoyment) in fostering three levels of behavioral engagement on brand-related social media content. This study further examines the moderating effect of personality (thinkers vs. feelers) on these relationships. The results of PLS-SEM reveal the greater impact of autonomous motivations on content consumption (enjoyment and information acquisition) and content contribution and creation (altruism and information acquisition), compared with controlled motivations (self-presentation and economic incentives). This study also finds that thinkers mostly engage on brand-related content for information acquisition and economic incentives, whereas feelers are mostly driven by enjoyment for content consumption and by altruism for content contribution and creation. This study addresses the inconsistency in prior research findings and provides practical implications to social media marketers.

• Pediatric Gastroenterology, Hepatology & Nutrition
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• 제23권6호
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• pp.548-557
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• 2020

Purpose: To better understand the benefits and harms of engagement with online pediatric liver disease communities within social media. Methods: We conducted a survey of caregivers of children with liver disease participating in online pediatric liver disease communities within social media, as well as a survey of healthcare providers (e.g., physicians, surgeons, nurse coordinators) from this field to better understand the perceived benefits and harms of participation. Results: Among 138 caregivers of children with liver disease that completed the survey, 97.8% agreed social media was a good place to learn about patient experiences and 88% agreed it was a good source of general information. Among caregivers, 84.8% agreed social media helps them to better advocate for their child. While 18% agreed that the information over social media was equal to the information from their healthcare team and 19% neither agreed/disagreed, only 3% indicated they would use this information to change care without telling their provider; in contrast, among 217 healthcare providers, 55% believed social media may lead caregivers to change management without telling their team. Conclusion: Engagement with online disease-specific communities in social media yields several benefits for caregivers and, in contrast to healthcare providers' concerns, participation is unlikely to lead to problems including caregivers changing the treatment plan without first discussing these plans with their team. Openness between caregivers and medical teams about the role for social media can help to improve trust and maximize the potential benefits of engagement with these groups.

• Asia pacific journal of information systems
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• 제31권2호
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• pp.197-219
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• 2021

Social media platforms have become prominent channels for e-commerce, and the role of social network sites' (SNS) content marketing is expanding as a strategic marketing communication approach to attract and retain consumers and increase sales. In this study, we focused on South Korea market and explored the influence of linguistic complexity and informality on consumer engagement. In particular, we identified the importance of complexity, focusing on its negative effects, as well as the moderating effect of commerce features to minimize these effects. Specifically, content length, hashtags, long words, and average sentence length significantly and negatively impacted consumer engagement. The influence of emojis, an informality variable, was not statistically significant. Shoppable tags, a commerce feature that provides both advertising explicitness and shopping convenience, were a moderating factor in the influence of complexity. Our findings provide new insights for content marketing researchers, and have practical implications for social media managers and content developers.

• Asia pacific journal of information systems
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• 제25권1호
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• pp.119-141
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• 2015

With the rapid spread of social media, video-sharing social media like YouTube has emerged as a consumption and distribution channel for entertainment goods such as music videos and movie trailers. In tourism research, there has been a lot of research of how the visual media such as movies and soap operas induced tourism. However, no studies have attempted to examine the role of social media as a music consumption channel and its impact on tourism. Expanding a body of media-induced tourism, we analysed the impact of video-sharing social media on music-induced tourism with a case of Korean pop music and inbound tourism to Korea. Developing a Web-crawler, we collected YouTube users' comments data on 166 Korean pop music video clips which were released from 2009 to 2012 with over 1 million view counts. Controlling many of the determinants of tourism and analysing country-by-country impact of YouTube comments with the panel data, we found that engagement of Korean pop music video clips on YouTube is a significant predictor for the flow of inbound tourists to Korea.

• 한국정보시스템학회지:정보시스템연구
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• 제24권4호
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• pp.99-116
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• 2015

Purpose One of the main characteristics of Social Network Service(SNS) is that users in an open space makes posts through voluntary participation and sharing among them. This makes SNS a very attractive channel to companies that need to send their messages to consumers. As a matter of fact, there are many companies doing marketing activities through a platform of Fan Page as a space for corporations and consumers to act together. This study defines the values and types of companies' advertising posts on Facebook, empirically analyzes the results of them, and investigates factors that could enhance the customer engagement. Design/methodology/approach A research model was built to demonstrate which values and types of posts were combined by corporations' posts on Facebook and create their messages and which of those combinations would lead to high results of customer engagement. Findings The results show differences in the values of posts between the group of high customer engagement and the other group on Facebook. This study makes its contribution by conducting elaborate analysis of posts on Facebook and thus proposing marketing strategies that companies, which had difficulties with systematic marketing activities due to cost limitations, could use on Facebook.

• Asia Marketing Journal
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• 제24권2호
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• pp.62-77
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• 2022

Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded influencer draws an inverted U-shape, indicating influencers with greater number of followers may not always be the best choice for the marketers. Moreover, this research shows that the negative marginal impact coming from the huge number of followers can be attenuated when the influencer is an expert of the seeded product.

• 지식경영연구
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• 제23권2호
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• pp.211-228
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• 2022

소비자와의 소통을 위한 온라인 커뮤니티의 중요성이 점차 강조됨에 따라, 이용자의 참여를 증진시키고 성공적으로 커뮤니티를 운영하기 위해서는 관리자의 역할에 대한 이해와 세분화된 운영 전략 도출이 필요하다. 본 연구에서는 온라인 커뮤니티 이용자 참여를 소극적 참여와 적극적 참여의 두 가지 유형으로 분류하고, 관리자로서의 전략적 참여 요소가 어떻게 이용자 참여에 차별적으로 영향을 주는지 살펴보았다. 구체적으로, 관리자가 가시적으로 존재하는 대학별 대나무 숲 데이터를 활용하였으며, 상관관계를 반영하여 보다 효율적인 추정이 가능한 SUR(Seemingly Unrelated Regression; 겉보기 무관 회귀분석) 모형을 적용해 실증적으로 검증하였다. 분석 결과, 관리자의 직접적인 커뮤니티 참여는 이용자의 소극적 참여와 적극적 참여 모두에 긍정적인 영향을 주는 것으로 나타났다. 한편, 관리자가 간접적인 커뮤니티 참여의 일환으로 게시글 및 댓글을 관리함에 있어, 게시글에 포함된 감성 단어의 수는 이용자의 소극적 참여에 긍정적인 영향을 주지만 적극적인 참여에는 오히려 부정적인 영향을 주는 것으로 나타났다. 또한, 게시글의 감성과 극성이 일치하는 댓글이 상단에 노출된 경우, 이용자의 소극적 참여가 증진되었다. 본 연구는 온라인 커뮤니티 이용자 참여에 영향을 주는 요인에 대한 실증 분석을 통해 관련 이해의 확장에 기여하고 이를 토대로 커뮤니티 관리자의 역할 및 운영 전략의 방향을 제시한다는 점에서 이론적 의미와 실천적 의미를 지닌다.

• Journal of Information Science Theory and Practice
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• 제9권1호
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• pp.68-78
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• 2021

Political weblogs are as diverse as political viewpoints are. In the period of Prime Minister Yingluck Shinawatra, several political crises occurred, such as opposition to the Amnesty Act, the constitutional amendment, and the anti-government protests. Remarkably, during this time, social media were used as a platform for political expressions. This study employed a content analysis method to explore twenty-nine Thai political weblogs established during the period of Prime Minister Yingluck Shinawatra's administration. At the time, the most prominent Thai political weblogger was Nidhi Eawsriwong. Not surprisingly, the Pheu Thai Party and the Democrat Party were the most frequently appearing political parties in these weblog's posts. Most contents in these posts were related to government protesters by the People's Democratic Reform Committee (PDRC) and the coup d'état. The purposes of writing such weblogs were to express feelings and thoughts about Thai politics and to provide political information to the general public. The findings from this investigation revealed two significant uses of Thai political weblogs: the communication media for political expressions and viewpoints (a safe online space for political engagement and participation), and vital sources for Thai political information and news (social narratives).

• Fashion, Industry and Education
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• 제15권1호
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• pp.1-11
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• 2017

The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling. The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits. In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits. The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.

• The Journal of Asian Finance, Economics and Business
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• 제6권2호
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• pp.147-160
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• 2019

Compared with the research on consumer engagement in brand community, the research on consumer engagement in brand public has been relatively less. This research aimed at exploring how brand public characteristics such as information variety, various communications and no limitation in expressing self affect the brand public engagement. 274 questionnaires answered by Chinese consumers are used to conduct analysis. Principal component analysis is used to test the reliability and validity of each construct, and structural equation model is used to test hypotheses. The study finds the positive effects of information variety on information benefits, those of various communications on social benefits, and also positive roles of no limitation in expressing self to brand-related self-expression motivation. And each of the information benefits, social benefits and brand-related self-expression motivation is proved to positively affect brand public engagement. The study implies that marketers should give attention to characteristics of brand public, and provide the ways by which members of brand public engage the brand. Additionally, marketers should pay more attention to both direct and indirect engagement activities of consumers toward brand public in social media to better understand their target consumers.