• Journal of Information Technology Applications and Management
• /
• v.20 no.2
• /
• pp.127-146
• /
• 2013

The online social networking services (SNS) have been growing as the means of communication. In this study, we investigated word-of-mouth (WOM) effect under the SNS environment and evaluated the impact of message sender's influence on the WOM effect. Especially, this study focused on the betweenness centrality calculated through the social network analysis (SNA) of SNS network information, and proposed it as the measure of WOM message sender's influence, SNA may provide more accurate and objective measures than subjective self-reporting survey method. Fifty-one Facebook users responded to each of their four Facebook friends, who had been selected based on their betweenness centrality, Statistical analyses were performed using the responses and the betweenness centralities of the Facebook friends. The results showed that the direction (positive vs, negative) of a WOM message in SNS had an impact on the attitude of the message receiver toward the product. Moreover, the betweenness centrality of the message sender as well as his/her opinion leadership had a moderating effect on the WOM effect. Opinion leadership is a measure that has been frequently used for indicating the influence of WOM message sender in the previous studies. Considering the result that the betweenness centrality of the message sender was Significantly correlated to his/her opinion leadership, the betweenness centrality can be used for indicating the influence of WOM message sender.

• Journal of IKEEE
• /
• v.20 no.3
• /
• pp.235-240
• /
• 2016

In this study, we use the data collected from Twitter, as an SNS(Social Networking Service), for service innovation. This data was collected and processed by Flume. The data set in May 2016 was 4,766 and 15,543 from company S and company X, respectively. We were able to figure out the emotional atmosphere of the two companies through the sentiment analysis(SA) and to find out about the vertical relationship through the bibliometric analysis(BA). Furthermore, we were able to grasp the horizontal relationship through the social network analysis(SNA). It was concluded that SNS was worth while to derive an innovative item.

• Information Systems Review
• /
• v.12 no.1
• /
• pp.1-22
• /
• 2010

Demands onenterprise applications are changing drastically in terms of service and value. Currently enterprises have started to view these applications as service systems, as they combine technology with organizational networks designed to deliver services that satisfy the needs of customers and marketing operations. Social networking is playing a crucial role in this direction and provides organizations with the critical data that enable to build strong relationships with their customers and partners. Enterprises have started using this concept, by integrating social networking services with their enterprise applications such as CRM. In this paper, we combine an open source social networking engine with a CRM (Customer Relationship Management) application to constitute a social CRM system. This can bring the customers closer to the enterprise and facilitate better communication with them. Social Networking Analysis constructs were used to analyze the effectiveness of service system. In the current competitive and economically challenging conditions, salespeople needs to quickly and effectively establish meaningful communication with customers. Our approach can address this issue, by handling the changing customer demands in minimal time, and increases service quality and business value.

• Journal of Intelligence and Information Systems
• /
• v.18 no.4
• /
• pp.117-127
• /
• 2012

Due to the recent expansion of the Web 2.0 -based services, along with the widespread of smartphones, online social network services are being popularized among users. Online social network services are the online community services which enable users to communicate each other, share information and expand human relationships. In the social network services, each relation between users is represented by a graph consisting of nodes and links. As the users of online social network services are increasing rapidly, the SNS are actively utilized in enterprise marketing, analysis of social phenomenon and so on. Social Network Analysis (SNA) is the systematic way to analyze social relationships among the members of the social network using the network theory. In general social network theory consists of nodes and arcs, and it is often depicted in a social network diagram. In a social network diagram, nodes represent individual actors within the network and arcs represent relationships between the nodes. With SNA, we can measure relationships among the people such as degree of intimacy, intensity of connection and classification of the groups. Ever since Social Networking Services (SNS) have drawn increasing attention from millions of users, numerous researches have made to analyze their user relationships and messages. There are typical representative SNA methods: degree centrality, betweenness centrality and closeness centrality. In the degree of centrality analysis, the shortest path between nodes is not considered. However, it is used as a crucial factor in betweenness centrality, closeness centrality and other SNA methods. In previous researches in SNA, the computation time was not too expensive since the size of social network was small. Unfortunately, most SNA methods require significant time to process relevant data, and it makes difficult to apply the ever increasing SNS data in social network studies. For instance, if the number of nodes in online social network is n, the maximum number of link in social network is n(n-1)/2. It means that it is too expensive to analyze the social network, for example, if the number of nodes is 10,000 the number of links is 49,995,000. Therefore, we propose a heuristic-based method for finding the shortest path among users in the SNS user graph. Through the shortest path finding method, we will show how efficient our proposed approach may be by conducting betweenness centrality analysis and closeness centrality analysis, both of which are widely used in social network studies. Moreover, we devised an enhanced method with addition of best-first-search method and preprocessing step for the reduction of computation time and rapid search of the shortest paths in a huge size of online social network. Best-first-search method finds the shortest path heuristically, which generalizes human experiences. As large number of links is shared by only a few nodes in online social networks, most nods have relatively few connections. As a result, a node with multiple connections functions as a hub node. When searching for a particular node, looking for users with numerous links instead of searching all users indiscriminately has a better chance of finding the desired node more quickly. In this paper, we employ the degree of user node vn as heuristic evaluation function in a graph G = (N, E), where N is a set of vertices, and E is a set of links between two different nodes. As the heuristic evaluation function is used, the worst case could happen when the target node is situated in the bottom of skewed tree. In order to remove such a target node, the preprocessing step is conducted. Next, we find the shortest path between two nodes in social network efficiently and then analyze the social network. For the verification of the proposed method, we crawled 160,000 people from online and then constructed social network. Then we compared with previous methods, which are best-first-search and breath-first-search, in time for searching and analyzing. The suggested method takes 240 seconds to search nodes where breath-first-search based method takes 1,781 seconds (7.4 times faster). Moreover, for social network analysis, the suggested method is 6.8 times and 1.8 times faster than betweenness centrality analysis and closeness centrality analysis, respectively. The proposed method in this paper shows the possibility to analyze a large size of social network with the better performance in time. As a result, our method would improve the efficiency of social network analysis, making it particularly useful in studying social trends or phenomena.

• Journal of the Korean Society for information Management
• /
• v.39 no.4
• /
• pp.215-239
• /
• 2022

Human networks can be an important means of solving various information problems including tacit knowledge, as an essential channel of knowledge sharing. Particularly, in the case of a teacher librarian(or librarian) of a school library composed of one person in the organization, the human networks for work can be more effective with people outside the organization who are in charge of the same duties than with members inside the organization. Thus, this study aims at exploring the characteristics of the personal networks related to the work of teacher librarians and understanding the effect of these network characteristics on job satisfaction and role ambiguity resolution. A survey was conducted on one of the teacher librarian associations in Seoul, and the collected data were analyzed using social network analysis(SNA) method. As a result, it was found that personal networking of teacher librarians is active in experienced teacher librarians, while those with shorter career have fewer channels of help-seeking. Also, the characteristics of personal networking do not affect job satisfaction and the resolution of role ambiguity. Based on these results, this study proposes the expansion of collaborating and networking among teacher librarians to solve information problems in a single-person workplace.

• Korean System Dynamics Review
• /
• v.12 no.2
• /
• pp.69-94
• /
• 2011

Daejeon, encompassing Daedeok Science Town and Daedeok Innopolis, possesses the advantage of portraying relatively higher regional innovation capacity and facilitating network formation among regional professional research organizations. Applying the Social Network Analysis(SNA) techniques, this paper focuses on divulging structural and spatial characteristics of the Daejeon Information and Communication(ICT) industry network, analyzing co-research projects implemented by the Daejeon-based universities. For the analytical tool, it depends on NETMINER 3.0. Furthermore, based on the Systems Thinking approaches, this study suggests a couple of policy implications. Judging from the Korea Standard Industrial Classification principles, the existing ICT industry is subdivided into 11 sub-industries. The highest degree centralization value comes from the Mobile Communication sub-industry(188.668%), indicating that Mobile Communication sub-industry exerts the most significant impact on the regional innovation networking in Daejeon. Among various stakeholders, Korea Advanced Institute of Science and Technology(KAIST) records the top ranking in most categories, conspicuously leading the institute-industry linkage. In terms of the ICT spatial distribution, the intra-regional cooperation examples present the strongest linkage values, followed by Daejeon-the Capital Region ones. Finally, as well shown in a series of causal loop analyses, this study recommends that Daejeon should put top policy priority in strengthening the internal ICT network within Daejeon proper. Here, Daejeon should keep in mind the fact that there exist reinforcing loops between Daejeon's attractiveness and the entering of new ICT firms.

• The Journal of the Korea Contents Association
• /
• v.14 no.9
• /
• pp.437-449
• /
• 2014

In order to suggest alternative directions for the regional development of Chungcheongbukdo through social network analysis (SNA) methods, this study highlights networking features of Chungcheongbukdo-based top 300 enterprises. In particular, it has paid attention to network relationships among participating enterprises and their basic structure, all of which play pivotal roles in provincial development. Major networking features among Chungcheongbukdo-based top 300 enterprises are dichotomized between structural and positional dimensions. Firstly, in terms of structural approach, this research confirms that both relational density indices and average connectivity levels among key enterprises have been extremely low. Therefore, the exchange networks seem relatively limited. That is, two enterprises could be interconnected after 1.1 stages in average, implying that the most popular types come from direct relationship among participating enterprises. In addition, this research finds that 7 major networks hinged upon 'distributed centralization types' present active information exchange, taking in charge of brokerage roles, all of which have contributed to broader network formation. Nonetheless, as the weight of minor network outweighs that of major network, more active supporting measures should be designed.

• The Journal of the Korea Contents Association
• /
• v.19 no.10
• /
• pp.685-697
• /
• 2019

The study aimed to analyze the structure of China's passenger railway network in the years of 2008, 2013, and 2018, respectively. At the same time, it tried to investigate its derivative impact on the patterns of Chinese urban network. The analytical tool was based on the NetMiner4.0. In order to measure network characteristics of China's passenger railway network, it primarily focused on the degree centrality, betweenness centrality, and closeness centrality. First of all, the higher degree centralities, with a few exceptions, were observed in BeiJing, ShangHai, GuangZhou, WuHan, XiAn, ChengDu, HaErBin, and ShenYang over a decade. In contrast, the higher betweenness centralities were recorded in cities of higher development potential including WuLuMuQi, GuiYang, ShenYang, and KunMing. The closeness centrality analyses confirmed the fact that most metropoles like BeiJing, ShangHai, and GuangZhou kept the highest train accessibility during the same research period. At the same time, the opening up of a new stretch of high speed railway network has consecutively strengthened connectivity between BeiJing and TianJin. Owing to unprecedented development of railway traffic and its extensive operations, this study believes that Chinese major cities, without interruption, would pursue a series of urban policy alternatives geared towards railway stations-oriented networking and competitively try to extend their network ranges.

• Journal of Intelligence and Information Systems
• /
• v.22 no.2
• /
• pp.57-79
• /
• 2016

It is a rising trend that the number of users using one of the social media channels, the Social Network Service, so called the SNS, is getting increased. As per to this social trend, more companies have interest in this networking platform and start to invest their funds in it. It has received much attention as a tool spreading and expanding the message that a company wants to deliver to its customers and has been recognized as an important channel in terms of the relationship marketing with them. The environment of media that is radically changing these days makes possible for companies to approach their customers in various ways. Particularly, the social network service, which has been developed rapidly, provides the environment that customers can freely talk about products. For companies, it also works as a channel that gives customized information to customers. To succeed in the online environment, companies need to not only build the relationship between companies and customers but focus on the relationship between customers as well. In response to the online environment with the continuous development of technology, companies have tirelessly made the novel marketing strategy. Especially, as the one-to-one marketing to customers become available, it is more important for companies to maintain the relationship marketing with their customers. Among many SNS, Facebook, which many companies use as a communication channel, provides a fan page service for each company that supports its business. Facebook fan page is the platform that the event, information and announcement can be shared with customers using texts, videos, and pictures. Companies open their own fan pages in order to inform their companies and businesses. Such page functions as the websites of companies and has a characteristic of their brand communities such as blogs as well. As Facebook has become the major communication medium with customers, companies recognize its importance as the effective marketing channel, but they still need to investigate their business performances by using Facebook. Although there are infinite potentials in Facebook fan page that even has a function as a community between users, which other platforms do not, it is incomplete to regard companies' Facebook fan pages as communities and analyze them. In this study, it explores the relationship among customers through the network of the Facebook fan page users. The previous studies on a company's Facebook fan page were focused on finding out the effective operational direction by analyzing the use state of the company. However, in this study, it draws out the structural variable of the network, which customer committment can be measured by applying the social network analysis methodology and investigates the influence of the structural characteristics of network on the business performance of companies in an empirical way. Through each company's Facebook fan page, the network of users who engaged in the communication with each company is exploited and it is the one-mode undirected binary network that respectively regards users and the relationship of them in terms of their marketing activities as the node and link. In this network, it draws out the structural variable of network that can explain the customer commitment, who pressed "like," made comments and shared the Facebook marketing message, of each company by calculating density, global clustering coefficient, mean geodesic distance, diameter. By exploiting companies' historical performance such as net income and Tobin's Q indicator as the result variables, this study investigates influence on companies' business performances. For this purpose, it collects the network data on the subjects of 54 companies among KOSPI-listed companies, which have posted more than 100 articles on their Facebook fan pages during the data collection period. Then it draws out the network indicator of each company. The indicator related to companies' performances is calculated, based on the posted value on DART website of the Financial Supervisory Service. From the academic perspective, this study suggests a new approach through the social network analysis methodology to researchers who attempt to study the business-purpose utilization of the social media channel. From the practical perspective, this study proposes the more substantive marketing performance measurements to companies performing marketing activities through the social media and it is expected that it will bring a foundation of establishing smart business strategies by using the network indicators.