• Title/Summary/Keyword: Social Media Impact

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The Meanings of Fashion on the Social Media of Virtual Influencer Lil Miquela (버추얼 인플루언서 릴 미켈라의 소셜미디어에 반영된 패션의 의미)

  • Lee, Se-Lee
    • Journal of Digital Convergence
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    • v.19 no.9
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    • pp.323-333
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    • 2021
  • Lil Miquela, who appeared on social media in 2016, is one of the most popular virtual influencers. In particular, Miquela is having a great impact on society by continuing to collaborate with many fashion brands through Instagram. As the activity of virtual influencers is emerging today, this study aims to derive the meanings of contemporary fashion through analyzing Miquela's social media case. This study analyzed Miquela's Instagram posts as research subjects. As a result of the above analysis, it was possible to classify the methods and devices for expressing fashion in Miquela's social media into three categories: storytelling, reality, and tags & hyperlinks. In addition, the meanings of fashion could be derived from three aspects: the object of experience, the direction of technology, and the realization of the spirit of the times. After appearing on social media, Miquela, who has gradually expanded her domain, is a virtual fashion influencer who has built her identity through fashion, and is expected to give new meaning to fashion in the future.

The Persuasive Impact of Fit between Message Goals(Promotion vs. Prevention) and Modality of Message on Social Media (메시지 조절목표와 메시지 형식 간 적합성이 메시지 설득력에 미치는 영향)

  • Kim, Dong Hoo;Song, Young-A
    • The Journal of the Korea Contents Association
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    • v.21 no.2
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    • pp.604-621
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    • 2021
  • Examination of the concurrent evolution of communication tools and eating behaviors over recent decades reveals that social media and other forms of digital content have become powerful new driving forces for nutritional choices and food consumption. The purpose of this research was to examine the effect between goal orientation of message (promotion versus prevention) and the type of message (text versus image) on effectiveness of the message. The findings showed that individuals exposed to a promotion-focused message similarly responded to the message regardless of the type of the message. By contrast, those who exposed to a prevention-focused message showed significantly more positive responses to the message posted on the text-based social media than the message on the image-based social media. The findings indicated that, if presented effectively, social media could be harnessed to promote healthier eating habits and behaviors, prevent those which can be harmful, and ultimately improve an individual's daily food consumption and overall quality of life.

The Role of China Douyin Short Video App During COVID-19

  • Zhou, Yaqi;Lee, Jong Yoon;Liu, Shanshan;Fan, Hao
    • International Journal of Contents
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    • v.18 no.2
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    • pp.1-17
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    • 2022
  • As of September 2021, COVID-19 is still seriously impacting people globally. To better control the epidemic, the Chinese government adopted a nationwide quarantine policy at the early stage of the discovery of COVID-19, which has significantly changed people's production and life. China's Douyin app (International version: TikTok) is an extremely influential entertainment and social tool. During COVID-19, a large number of short videos about COVID-19 appeared. Publishers included government agencies, professionals, and self-media. The content released has made Douyin a tool for people to receive COVID-19 information in addition to entertainment and social functions. This is a quantitative study. By exploring the impact of the Douyin app on Chinese college students during COVID-19, this study provides suggestions from the level of social media such as TikTok to enable Korea's epidemic prevention to be more effective. This study established variable questions such as Douyin's information perceived value, information usage channels, information awareness, anti-epidemic policy attitude, trust of public institution and preventive behavioral intention, and conducted a questionnaire survey. Using SPSS to analyze the obtained data, this study found that: 1. The short video information usage channels about COVID-19 in Douyin have a positive impact on the audience's information awareness; 2. The information perceived value in Douyin has a positive impact on the audience's information awareness; 3. Information awareness and trust of public institution in Douyin have a positive impact on the audience's anti-epidemic policy attitude; 4. Information awareness and trust of public institutions in Douyin have a positive impact on the audience's preventive behavioral intention; 5. The audience's anti-epidemic policy attitude has a positive effect on preventive behavioral intention.

Microblogging Sentiment Investor, Return and Volatility in the COVID-19 Era: Indonesian Stock Exchange

  • FARISKA, Putri;NUGRAHA, Nugraha;PUTERA, Ika;ROHANDI, Mochamad Malik Akbar;FARISKA, Putri
    • The Journal of Asian Finance, Economics and Business
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    • v.8 no.3
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    • pp.61-67
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    • 2021
  • The covid-19 pandemic scenario caused the most extensive economic shocks the world has experienced in decades. Maintaining financial performance and economic stability is essential during the pandemic period. In these conditions, where movement is severely restricted, media consumption is considered to be increasing. The social media platform is one of the media online used by the public as a source of information and also expressing their sentiment, including individual investors in the capital market as social media users. Twitter is one of the social media microblogging platforms used by individual investors to share their opinion and get information. This study aims to determine whether microblogging sentiment investors can predict the capital market during pandemics. To analyze microblogging sentiment investors, we classified sentiment using the phyton text mining algorithm and Naïve Bayesian text classification into level positive, negative, and neutral from November 2019 to November 2020. This study was on 68 listed companies on the Indonesia stock exchange. A Vector Autoregression and Impulse Response is applied to capture short and long-term impacts along with a causal relationship. We found that microblogging sentiment investor has a significant impact on stock returns and volatility and vice-versa. Also, the response due to shocks is convergent, and microblogging investors in Indonesia are categorized as a "news-watcher" investor.

The impact of Social Intelligence on the choice of educational major and the adaptation of social media in Public Relations (사회성지수(SQ)가 대학생의 전공선택 및 PR매체 채택에 미치는 영향)

  • Park, Sung-Ho
    • Journal of Digital Convergence
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    • v.10 no.3
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    • pp.273-281
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    • 2012
  • As appearing on the stage of social media which expands the private relations to the public relations, the Social Intelligence(SI) is made again prominent in our society. The Public Relations(PR) is in particular related to the SI which means the ability to get along well with other people and to encourage others to cooperate with oneself. It points out the necessity of the study with respect to the impact of SI on the choice of educational major and the adaptation of social media in PR, because the SI is one of the important aptitudes which students who major in Communication and PR would need for actual field. But the result of the research indicates that the SI does not influence the choice of educational major of the students who major in Communication and PR. To make those students go into high level of the SI, the students need the specific education which would enhance and reinforce their SI such as the SPACE Program developed by Albrecht and reorganization of curriculum in the education of Communication and PR. Besides, this study shows that the high level people actively use the social media, for example, Smartphone in order to keep their best relationships.

The impact of Marketing Communication Content Distributed on Social Networks on Electronic Word-of-Mouth

  • VO, Minh Sang;HUYNH, Dung Quoc Vu;NGUYEN, Giang Huong;DANG, Giang Ha Nguyen;HUYNH, Duong Dai;LE, Bao Quang;DANG, Nhut Minh
    • Journal of Distribution Science
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    • v.20 no.5
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    • pp.65-74
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    • 2022
  • Purpose: This paper evaluates which characteristics of marketing communication content distributed on social networks impact electronic word-of-mouth (e-WOM). Research design, data, and methodology: Quantitative research was carried out on 637 Vietnamese people aged from 18, who were exposed to marketing communication programs of fashion brands. Preliminary data were analyzed by the reliability of the scale, multivariate regression analysis, and analysis of variance. Results: The research findings have identified the four characteristics of social media content that positively impact e-WOM, including entertainment, interaction, trendiness, and customization. Participants aged 30 and under have a higher appreciation for media content and e-WOM than those from 31 and over. Conclusion: To promote e-WOM, marketing communication content distributed on social networks should focus on the following characteristics: (1) The entertainment of marketing communication content should involve positive emotions, fun, and enjoyment; (2) With interactive content, focus should be placed on discussion and exchange content, content that encourages sharing, and two-way interactive content; (3) For trending marketing communication content, marketers consider communicating brand-related latest information, up-to-date information, and hot discussion topics; and (4) When creating customized content, brands should be interesting, customized (information, product, price), and unique.

A DOUBLE-EDGED SWORD: MEDIA AND RELIGION IN THE MIDDLE EAST (WITH SPECIAL EMPHASIS ON IRAN)

  • KHANI, MOHAMMAD HASSAN
    • Acta Via Serica
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    • v.3 no.1
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    • pp.43-56
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    • 2018
  • Religion and new media are two important factors in contemporary Middle Eastern societies. Media is seen as a relatively newcomer while religion has been and remains an old and core component of the fabric of societies in this region. This article is an attempt to examine the encounter of these two phenomena in the Middle East. It will try to explore the variety of ways by which new media have served religion both positively and negatively, and how religion has taken position for and against media in Middle Eastern countries in general and in the Iranian case in particular. It is also the purpose of this article to look at the different aspects of this relationship between media and religion, analyzing how one affected the other, and how this interaction affected society. It is argued that the outcome of the interaction between religion and media has had a great impact on shaping the social and political culture of the countries in this region including Iran. The dimensions of this impact will determine the outcome of the clash between modernity and tradition in the region.

The Exploratory Study of Creativity and Contents Creation in Social Media (소셜미디어 사용에서 창의성과 콘텐츠 제작에 대한 탐색적 연구)

  • Kang, Sora;Kim, Yoo Jung;Han, Su Jin
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.17 no.8
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    • pp.335-343
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    • 2016
  • Many users actively create and share digital contents in a variety of social media platforms. Social media users have become accustomed to posting or uploading their daily routines, and generating their contents by imitating others' contents or by creating their own unique contents on the basis of their creativity. Thus, this paper explores the relationship between individual creativity, imitation and creative behavior in using social media. In addition, the study demonstrates the moderating effect of individual characteristics such as age and educational level on the relationship between creativity and imitation. We conducted a three-month survey of 564 individuals using social media services and the results were used for hypotheses testing. The study results are summarized as follows. Firstly, creativity has a significant and positive impact on imitation, but not a direct impact on creative behavior. Secondly, the moderating effect of individual characteristics between creativity and imitation is not statistically significant. Based on these findings, this study presents practical and academic implications of the research.

A Study of the Impact of Digital Capability and Personal Ability on the Intent to Continue Economic Activity : Focused on the Adjustment Effect of the Role Model (디지털 역량과 개인적 역량이 경제활동 지속 의도에 미치는 영향: 롤 모델의 조절 효과 중심으로)

  • Kim, Sang Jin;Ha, Kyu Soo
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.5
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    • pp.125-141
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    • 2021
  • The rapidly changing social structure of the digital environment is having a significant impact on economic activities. That is also an important issue for Individuals who want to sustain economic activities and countries that support policies. Non-face-to-face industries have been revitalized due to the problem of human capital utilization attributed to aging population, the real economic recession caused by Corona 19, contraction of face-to-face economic activities, reduction of employment, and job instability. Accordingly, digital media contents based economic activities have become commonplace, and the government's main policy issue is to use human capital effectively for media contents based economic activities. Adaptation to the digital environment has become a necessity, not a choice, for those who wish to continue to be in employment. Therefore, this study analyzed the effects of digital and individual abilities on intention to sustain the economic activity and verified the modulation effect of the role model. In order to achieve the purpose of this research, an online survey was conducted on men and women aged 20 to 80 nationwide, and 382 of the 385 collected questionaires were analyzed. The SPSS 23.0 program was used to analyze this study, and the questionaire questions were measured using the Likert 5-point scale. As a result of the analysis, first, the ability to utilize media contents in digital capacity has a positive impact on the intention to sustain economic activity, and that the higher the ability to utilize the latest digital media contents such as SNS, the more likely the intention to sustain economic activity. Secondly, it was found that the financial strength of individuals' abilities was affected by the negative impact, and that the experiences were affected by positive(+) impact on the intention to sustain economic activity. Thirdly, the social environment has no significant effect on the intention to sustain economic activity. Fourth, it was found that family support amongst social support has a positive impact on the intention to sustain economic activity, and that various emotional support for families has increased intention to sustain economic activity. Fifth, the role model was found to have a positive(+) impact on economic sustainability, while the ability to utilize media content and family support played a modulating role on economic sustainability. Therefore, as a result of this research, the government's policy support for employment and entrepreneurship is required in accordance with digital media content based digital education and human structure in order to sustain economic activities.

Impact of influencers on consumer purchase intention in Korean and Kyrgyz markets

  • Saryeva, Adinai;Jung, Sung Gwang;Cho, Jae Hyung
    • The Journal of Information Systems
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    • v.33 no.2
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    • pp.219-236
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    • 2024
  • Purpose The purpose of this study is to investigate the effect of micro and macro-influencers on consumer purchase intentions, specifically focusing on the role of the product's origin (domestic or foreign). The study will specifically analyze the markets of South Korea and Kyrgyzstan to understand how various types of influencers impact consumer behavior within these unique cultural and economic settings. Design/methodology/approach This study evaluates hypotheses using the factorial design method among social media users in South Korea and Kyrgyzstan. The experiments involve scenarios with eight different groups. The analytical research methodology used is analysis of variance (ANOVA). Findings The study findings confirmed that micro- and macro-influencers have varying effects on consumer behavior, which supports previous research. The inclusion of the product origin factor resulted in more accurate data. In both the South Korean and Kyrgyzstan markets, the findings indicated that micro- and macro-influencers have limited success in promoting local products. However, when it comes to promoting foreign products, there are notable differences in effectiveness between micro- and macro-influencers, with macro-influencers being more effective.