• The Journal of Asian Finance, Economics and Business
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• v.4 no.1
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• pp.79-86
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• 2017

With the increasing trend of popularity of websites and social networking sites, it is quite evident that companies need to take cautionary measures in protecting the reputations with respect to company and brands. In this process, every company should indulge in enhancing their company and brand image through websites and social networking sites that fortify the bonding nature among them. The always-on nature of websites and social networking sites has contributed to their phenomenal marketing power and altered the balance of power between consumers and firms. Websites and social networks are used by hundreds of millions of people to communicate about a huge range of topics, including personal interests, activities, social events and even public issues. The paper explores a case study of the Ritz-Carlton hotel for their marketing strategy and organizational use of their website and social media in communicating with their customers. Even for the normal luxury traveler who would not have previously used the Internet to research a hotel or make a reservation, ritzcarlton.com is making it possible for them to do so in a sense of the luxury and typical Ritz-Carlton style. It seems to be a staple of the company for years to come.

• Journal of Contemporary Eastern Asia
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• v.19 no.1
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• pp.123-143
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• 2020

This study examines the interplay between the reactions of YouTube users and North Korean propaganda. Interesting enough, the study has noticed changes in the strict media environment under young leader Kim. Messages delivered by the communist regime to the outside world appeared to resemble those of 'normal' countries. Although North Korean YouTube was led mainly by the account operator, visitors from different nations do comment on the channel, which suggests the possibility of building international communities for propaganda purposes. Overall, the study observed a sparsely connected social network among ordinary commenters. However, the operator did not exercise tight control over peer-to-peer communication but merely answered questions and tried to facilitate mass participation. In contrast to the many news clips, the documentary content on North Korea's YouTube channel did not explicitly advocate for North Korea's current political positions.

• Journal of Information Technology Services
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• v.10 no.4
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• pp.149-169
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• 2011

As the number of smart phone users increases, many organizations begin to adopt social media rapidly to diversify communication channels with customers. Specifically, twitter, which supports instant and two-way communications between users and between organizations and users, has been adopted by many organizations as an efficient way not only to identify new customers but also to retain existing customers. However, little attention has been given to the issue on how organizations can effectively use twitter to improve customer satisfaction. To explore the issue, this study proposes two major dimensions, customer participation and organization resource utilization, which should be considered in building a utilization strategy for twitter in organizations. We then develop four different combinations along with these dimensions-follow, mention, retweet, and review types. Based on case studies of 27 organizations that use twitter, we evaluate the degrees of customer participation, resource utilization, and customer satisfaction, and examine matching or mismatching of the adoption purpose of twitter and its actual utilization. The study results reveal that organizations in the matching group show higher customer satisfaction that those in the mismatching group. This study sheds new light on twitter research by developing a new conceptual framework and using a case study approach to explore the relationship between the utilization strategy of twitter and customer satisfaction.

• Journal of Information Technology Applications and Management
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• v.27 no.6
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• pp.31-51
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• 2020

During the last decade, social live streaming service like Periscope, Ustream, and YouNow has developed from a niche market into a mainstream activity. In this media environment, social live streaming service has a tremendous impact on the social behaviors of users. Despite the rapid development, there are a lack of studies to make better understand the media environment changes through social live streaming service. This study adopted an affordances approach that leads us to identify six distinctive social affordances (visibility, accessibility, information sharing, social interaction, role-taking, interactive revenue) for user engagement in social live streaming service. Specifically, this study explores the impact of social affordances on perceived flow, followed by user engagement including passive and active engagement. Empirical data analysis with 258 questionnaires suggests that social affordances affected users' flow perception, and flow has an effect on active as well as passive engagement. Contrary to the expectation in a hypothesized research model, only the impact of accessibility on flow was rejected.

• Journal of Contemporary Eastern Asia
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• v.13 no.1
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• pp.69-81
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• 2014

While much in the field of public management has emphasized the importance of nonprofit advocacy activities in policy and decision-making procedures, few have considered the relevance and impact of leading actors on structuring diverse patterns of information sharing and communication through social media. Building nonprofit advocacy is a complicated process for a single organization to undertake, but social media applications such as Facebook and Twitter have facilitated nonprofit organizations and stakeholders to effectively share information and communicate with each other for identifying their mission as it relates to environmental issues. By analyzing the Australian Marine Conservation Society's (AMCS) Twitter network data from the period 1 April to 20 April, 2013, this research discovered diverse patterns in nonprofit advocacy by leading actors in building advocacy. Based on the webometrics approach, analysis results show that nonprofit advocacy through social media is structured by dynamic information flows and intercommunications among participants and followers of the AMCS. Also, the findings indicate that the news media and international and domestic nonprofit organizations have a leading role in building nonprofit advocacy by clustering with their followers.

• Fashion & Textile Research Journal
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• v.14 no.3
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• pp.381-389
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• 2012

This study presents a marketing communication strategy from the aspect of new consumption orientation. Consumer preference on ads media, on-line ads media, and WOM usage were examined for new consumption orientation groups. This study was executed in a question survey format. A total of 182 questionnaires were obtained and data were analyzed by PASW 18.0 and AMOS 7. The results were as follows. First, 8 types of consumption orientation factors were revealed; 'impulsive purchase', 'promotion oriented', 'social contribution', 'passive conformity', 'innovative', 'conspicuous', 'rational', and 'environmental conservation'. Then 4 groups were formed, 'Rational & Positive', 'Conspicuous Conforming', 'Positive Social Interested' and 'Low Price Oriented'. Second, communication responses were analyzed through consumption orientation groups. The 'Rational & Positive' group responded positively to every type of advertising media (especially new media). The 'Conspicuous Conforming' and 'Positive Social Interested' groups preferred traditional media such as TV, radio, and magazines; in addition, the 'Low Price Oriented' group liked only online banner ads. For WOM preference, the 'Rational & Positive' and 'Positive Social Interested' group preferred verbal consumer information like WOM. In distribution types, the just 'Positive Social Interested' group revealed a significant result for internet shopping malls. The results from this study will help establish marketing communication strategies based on the features of consumption orientation.

• Journal of Information Management
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• v.42 no.4
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• pp.225-242
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• 2011

With the development of the IT and internet, companies try to use Blogs, Twitter, Facebook, smart phone for their marketing and customer relationship management. What is called social media marketing appear and it lead to new value creation to the company. However, until now most of libraries in Korea didn't have much interest in marketing and PR. In recent, libraries are starting to be interested in marketing and social network service. Library try to use social network service for marketing. This research introduces the various cases and status of using social network service for marketing in Korea and international library field, analyzes these cases from a marketing perspective. Finally, this research suggests the considerations and successful strategy for using social media marketing in library field.

• The Journal of the Korea Contents Association
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• v.14 no.9
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• pp.411-427
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• 2014

The interest on the Open Source Software(OSS) has been increasing as the Microsoft's latest Windows XP support ended. In this light trend, this study can contribute to the OSS marketing area. Specifically, it examined that the activation of online brand community about the OSS can affect to prosumer marketing of the OSS utilizing social media platform. In addition, the OSS social media platform users' loyalty for the OSS was investigated. The findings show that content, consumer support, UI, and reward among the activate factors of online brand community significantly affected to the activation of OSS social media platform. The brand reputation, however, was found insignificant to the activation of OSS social media platform. In addition, the activation of OSS social media platform can positively affect to their loyalty for the OSS. It means that participation to the social media activities about OSS and interaction with others in the network can help to form positive attitude for the OSS. In conclusion, the prosumer marketing utilizing social platform can be an important strategy as a new solution of the OSS business in the rapidly changing ICT ecosystem environment.

• Journal of Contemporary Eastern Asia
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• v.21 no.1
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• pp.33-42
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• 2022

The world has witnessed the outbreak of the Covid-19 epidemic. Mainstream and social media are playing an important role in Covid-19 pandemic prevention. This research explores awareness, communication channels and effectiveness of communication in the Covid-19 pandemic in rural areas of Thua Thien Hue province, Central Vietnam. Primary information was collected from 181 respondents, who are farmers, non-farmers and students. Secondary information was collected from reports and statistical data. Television, word of mouth and local loudspeakers are the main channels of mainstream media while social media mentions the role of Facebook and Zalo to transfer Covid-19 pandemic information. Mainstream media is still the main channel of farmers and old people while non-farmers and young people tend to access information through social media. Communication has significantly contributed to improving awareness and action of rural people in the Covid-19 epidemic prevention.

• Journal of the Korean Data and Information Science Society
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• v.24 no.3
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• pp.427-436
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• 2013

Social media is drawing attention among companies for its potential as a marketing tool. There are many types of social media and their characteristics are varied, and thus choosing the appropriate social media considering the purpose of the company is important. In this paper, we conduct comparative analysis on the popular social media such as Facebook, Twitter, Naver blog, Youtube, Cyworld and Me2day using multidimensional scaling method. The result shows that there are differences in the effectiveness of enhancing diverse dimensions of corporate image among social media. This result can be used in developing social media based marketing strategy.