• Asia Marketing Journal
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• 제17권1호
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• pp.69-95
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• 2015

This paper examines a highly used social networking site (SNS) by studying the behavior of more than 11 million members over a 20 month period. The importance of the most highly active members to the overall network is demonstrated by the significant fraction of total visits by extremely active members in a given period but such members have surprisingly short lifespans (an average of only 2.5 months) as social hubs. We form and test a number of hypotheses concerning these social hubs and the determinants of their lifespan. We find that the speed of achieving social hub status increases the lifespan of a social hub. The norm of reciprocity is strongly confirmed to be present in the social hub population as visits are reciprocated. We also find that increasing local dominance in terms of activities over neighboring agents leads to a longer lifespan of a social hub. Contrary to expectations, local clustering in the vicinity of social hubs is smaller (rather than larger) than overall clustering. We discuss managerial implications in the paper.

• International Journal of Computer Science & Network Security
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• 제23권5호
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• pp.1-6
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• 2023

Text mining (TM) is most widely used to process the various unstructured text documents and process the data present in the various domains. The other name for text mining is text classification. This domain is most popular in many domains such as movie reviews, product reviews on various E-commerce websites, sentiment analysis, topic modeling and cyber bullying on social media messages. Cyber-bullying is the type of abusing someone with the insulting language. Personal abusing, sexual harassment, other types of abusing come under cyber-bullying. Several existing systems are developed to detect the bullying words based on their situation in the social networking sites (SNS). SNS becomes platform for bully someone. In this paper, An Enhanced text mining approach is developed by using Ensemble Algorithm (ETMA) to solve several problems in traditional algorithms and improve the accuracy, processing time and quality of the result. ETMA is the algorithm used to analyze the bullying text within the social networking sites (SNS) such as facebook, twitter etc. The ETMA is applied on synthetic dataset collected from various data a source which consists of 5k messages belongs to bullying and non-bullying. The performance is analyzed by showing Precision, Recall, F1-Score and Accuracy.

• 디지털융복합연구
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• 제14권9호
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• pp.159-170
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• 2016

본 연구 사회적 미디어가 개인이 선호하는 브랜드에 대한 상표 애착에 미치는 영향에 대한 연구이다. 따라서 본 연구는 다중회귀분석을 통하여 다양한 참여자들에게 개인 신상정보를 공개하는 SNS 사용자는 사회화 대리인을 이용하는 것과는 아무 상관이 없다는 사실을 발견하였다. 그러나 사회적 뉴스를 소극적으로 이용하는 소비자들은 그들의 최종 구매의사결정을 확정하는데 사회화 대리인에 의존할 것이라는 결과가 나왔다. 인적 및 비인적 사회화 대리인은 이러한 사회적 발신인에 의존하는 개인들의 브랜드 어태치먼트 형성에 중요한 역할을 하는 것으로 드러났다. 이러한 연구결과를 바탕으로 마케터는 브랜드 인지도를 형성하기 위해 온라인 전략을 체계화할 필요성을 인식해야 하고 사회적 미디어 이용자들이 자사의 선호되는 브랜드에 대한 상표 애착을 증진시키기 위해 방법을 제공해야한다는 것을 알게 되었다. 집단주의 문화로 상징되는 한국 소비자 대상의 본 연구결과를 바탕으로 향후 개인주의 문화를 포함하는 비교연구 차원의 SNS와 사회화 대리인 연구의 필요성을 제기한다.

• Journal of Contemporary Eastern Asia
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• 제14권1호
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• pp.5-22
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• 2015

This study examines how different uses of social network sites (SNS) and mobile phones (MP) to communicate with friends and business associates are related to the acquisition of job-related information, job mobility, and entrepreneurial intentions, using social capital as its main theoretical lens. To this end, a nationally representative, random digit dialing (RDD) survey was conducted in Singapore. Path analyses show that SNS interactions with friends are positively related to both bonding and bridging social capital. The former is linked with greater job mobility, the latter with entrepreneurship, and both are associated with more job-related information. SNS interactions with business contacts are directly positively related to job-related information and entrepreneurship. For mobile phones, interactions with friends are positively related to social capital, job information and entrepreneurship. Professional networking is associated with more bridging social capital, job information and job mobility. Bonding capital is found to be linked with greater job mobility, while bridging capital has a positive relationship with both entrepreneurship and job mobility.

• Fashion, Industry and Education
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• 제15권1호
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• pp.12-28
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• 2017

In the era of social media, marketers have struggled to understand and serve participants' diverse and multifaceted needs in a novel form of online brand community in the social-networking sites such as Facebook. Thus, this study identifies different groups of participants affiliated with Facebook brand pages based on their needs for brand connection. The need-based segments are validated by comparing results across foodservice and consumer goods. Results of cluster analysis reveal three distinct segments (i.e., residents, lurkers, and peepers) based on participants' functional, experiential, and incentive needs. Results of multivariate analysis of variance illustrate significant differences in relational tendencies for a brand of interest among these three groups. The three groups are profiled based on participants' engagement level. Findings of this study are expected to help marketers better understand the needs of diverse participants in their SNS-embedded brand community so they can develop tailored communication strategies for targeted groups.

• Journal of Contemporary Eastern Asia
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• 제18권1호
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• pp.49-69
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• 2019

Over the last couple of years, digital diplomacy has become a fascinating area of research among Mass Communication, Peace and Conflict Studies, and International Affairs scholars. Social media and new technology open up new avenues for governments, individuals, and organizations to engage with foreign audiences. However, developing countries' governments are still lacking in the realization of the potential of social media. This study aims to analyze the usage of social media (Facebook & Twitter) by the two biggest countries in South Asia (Pakistan and India). I selected 10 government officials' social media accounts including prime ministers', national press offices', military public relations offices', public diplomacy divisions', and ministries of foreign offices' profiles. The study relies on quantitative content analysis and a comparative research approach. The total number of analyzed Twitter tweets (n=1,015) and Facebook posts (n=1,005) include 10 accounts, five from each country. In light of Kent and Taylor's (1998) dialogic communication framework, the results indicate that no digital engagement and dialogue occurs between government departments and the public through social networking sites. Government departments do not engage with local or foreign audiences through digital media. When comparing both countries, results reveal that India has more institutionalized and organized digital diplomacy. In terms of departmental use of social media, the digital diplomacy division and foreign office of India is more active than other government departments in that nation. Meanwhile, Pakistan's military public relations office and press office is more active than its other government departments. In conclusion, both countries realize the potential of social media in digital diplomacy, but still lack engagement with foreign audiences.

• 정보관리학회지
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• 제25권4호
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• pp.205-226
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• 2008

사회네트워킹 사이트(SNS)의 성공은 많은 요소에 의존한다. SNS의 지속적인 이용은 그 중 하나이다. 특히, 이용자가 손쉽게 다른 서비스로 전환할 수 있는 웹 환경에서는 기존 이용자들을 관리하는데 많은 시간과 노력이 소요된다. 이런 점에서, SNS의 지속적인 이용 없이는 SNS를 기반으로 하는 서비스는 가치창출에 실패하게 될 것이다. 본 연구는 SNS 이용자 지속의도에 영향을 미치는 요인들을 발굴하는데 목적이 있다. 초기단계로서, 관련 문헌연구를 통해서 여섯 개의 영향요인을 발굴하였다. 이들은 평판도, 관계적 가치, 지식품질, 적합성, 개인화, 만족도 이다. 미국 대학 및 대학원생을 대상으로 웹 설문조사를 수행하여 총 325개의 활용 가능한 데이터를 수집하였다. 신뢰도 검사와 두 차례의 탐험적 요인분석을 수행하여 다섯 개의 최종 영향요인을 발굴하였다. 영향요인들과 지속의도의 관계를 밝히기 위해서 회귀분석을 또한 수행하였다. 만족도가 가장 유효한 요인이었으며 지식품질과 관계적 가치도 유효한 요인이었다. 그러나 평판도와 개인화는 지속의도에 유효한 영향을 미치지 않았다. 대신에 이들의 만족도에 대한 영향은 유효하였다.

• International Journal of Computer Science & Network Security
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• 제21권1호
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• pp.97-106
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• 2021

Social networking platforms have become a smart way for people to interact and meet on internet. It provides a way to keep in touch with friends, families, colleagues, business partners, and many more. Among the various social networking sites, Twitter is one of the fastest-growing sites where users can read the news, share ideas, discuss issues etc. Due to its vast popularity, the accounts of legitimate users are vulnerable to the large number of threats. Spam and Malware are some of the most affecting threats found on Twitter. Therefore, in order to enjoy seamless services it is required to secure Twitter against malicious users by fixing them in advance. Various researches have used many Machine Learning (ML) based approaches to detect spammers on Twitter. This research aims to devise a secure system based on Hybrid Similarity Cosine and Soft Cosine measured in combination with Genetic Algorithm (GA) and Artificial Neural Network (ANN) to secure Twitter network against spammers. The similarity among tweets is determined using Cosine with Soft Cosine which has been applied on the Twitter dataset. GA has been utilized to enhance training with minimum training error by selecting the best suitable features according to the designed fitness function. The tweets have been classified as spammer and non-spammer based on ANN structure along with the voting rule. The True Positive Rate (TPR), False Positive Rate (FPR) and Classification Accuracy are considered as the evaluation parameter to evaluate the performance of system designed in this research. The simulation results reveals that our proposed model outperform the existing state-of-arts.

• 유통과학연구
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• 제22권3호
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• pp.83-92
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• 2024

Purpose: With the rapid information distribution of sport-related SNS, sport industry has utilized SNS as technical solution to distribute sport and health-related information. The current study examined the effect of SNS information use for running-specific content on running engagement and psychological well-being. Research design, data and methodology: Data were collected via online survey of participants in marathon events of United States. Descriptive statistics and Chi-square test were conducted to compare demographics and psycho-behavioral outcomes among SNS information users and non-users for running-specific contents. Multivariate hierarchical regression was next employed to examine research hypotheses. Results: A mass-participant running event was used to test seven hypotheses related to the potential role of SNS for running content in promoting running engagement and life satisfaction. In general, findings revealed that use of SNS for running content along with frequency of use can perhaps facilitate running intensity and influence participation in running-related outdoor activities. Furthermore, while overall life satisfaction did not appear to be influenced by use of SNS for running content, there was a demonstrated influence on the individual satisfaction domains. Conclusions: The findings of current study suggest that sport SNS is information distribution media enhancing users' engagement and their six life satisfaction domains. Further implications were discussed.

• 지식경영연구
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• 제12권5호
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• pp.41-57
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• 2011

Social commerce is simply a kind of e-commerce by adopting SNS(Social networking service). It has been spread as SNS is widely used all over the world. In this situation, companies attempt to make the best use of social commerce to understand its advertising effect and to sell more products and/or services they provide. Although social commerce is a recent trend in Korea, it is necessary for companies to find a way to effectively adopt and utilize the social commence. Therefore, the focus of this study is to identify critical success factors for social shopping. We generated 40 items to measure 8 constructs. Using data collected from 300 respondents who have experienced both SNS and social shopping, we analyzed our model and its hypotheses. The analysis result shows that social shopping customers don't use SNS to get information when they purchase products and/or services in social shopping web sites.