• 한국의류산업학회지
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• 제15권1호
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• pp.95-102
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• 2013

In order to understand meaningful customer experience in social media, this study profiles customer engagement by exposing the essential brand experience rooms in hyper-reality contexts. This study selects Snuggie as a target brand as it uses multiple contact points, including social media, to provide meaningful experience to customers. With their unique marketing strategy, Snuggie became a popular brand among the U. S. customers beyond just a wearable blanket. Upon analyzing a total of 364 customer reviews about Snuggie in Amazon.com, five experience rooms were exposed; "Physical artifacts" and "customer involvement" are influential experience rooms which signify interactions between products and customers, while "intangible artifacts", "technology" and "customer placement" reflect a lower degree of experiential engagement. This approach suggests a theoretical foundation in understanding the customer engagement concepts by the means of brand experience dimensions in social media. The ability to create compelling engagement in social media depends on the successful facilitation of relationships and information, which lead to a creative, communicative and interactive experience.

• The Journal of Asian Finance, Economics and Business
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• 제5권3호
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• pp.81-93
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• 2018

This study developed and tested the impact of hallyu 4.0, social media, and consumer ethnocentrism on the decision to purchase Korean products of Generation C in Vietnam. Both qualitative and quantitative methodologies were utilized in this study. Qualitative research was first carried out with in-depth interview, conducted to derive measurement items for the interested constructs. Quantitative research used cross-sectional field design by pilot study and official study. The model was tested and developed using data collected by questionnaires, from a sample of 575 respondents, by both electronic and paper surveys with non-probability and convenience sampling techniques. SPSS 20 and AMOS 20 software were employed to analyze the data. The results of structural equation modeling showed that hallyu 4.0, social media, and consumer ethnocentrism influenced the intermediates variables: subject norms, trust, attitude and behavioral intention and influenced purchase decision. The hallyu 4.0, social media, and consumer ethnocentrism are independent variables. They impact purchase decision through mediating variables such as trust, subjective norms, attitude and behavioral intention. Social media influences not only to trust but also to subjective norms. Subjective norms influence on purchase decision. This study also discovers an interesting fact that trust and attitude variables have an impact on behavioral intention and purchase decision.

• Asia pacific journal of information systems
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• 제26권1호
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• pp.1-21
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• 2016

Social media is increasingly being used as a source of information during crises, such as natural disasters and civil unrests. However, the quality and truthfulness of user-generated information on social media have been a cause of concern. Many users find distinguishing between true and false information on social media difficult. Basing on the elaboration likelihood model and the motivation, opportunity, and ability framework, this study proposes and empirically tests a model that identifies the information processing routes through which users develop trust, as well as the factors that influence the use of these routes. The findings from a survey of Twitter users seeking information about the Fukushima Daiichi nuclear crisis indicate that individuals evaluate information quality more when the crisis information has strong personal relevance or when individuals have low anxiety about the crisis. By contrast, they rely on majority influence more when the crisis information has less personal relevance or when these individuals have high anxiety about the crisis. Prior knowledge does not have significant moderating effects on the use of information quality and majority influence in forming trust. This study extends the theorization of trust in user-generated information by focusing on the process through which users form trust. The findings also highlight the need to alleviate anxiety and manage non-victims in controlling the spread of false information on social media during crises.

• 한국콘텐츠학회논문지
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• 제11권9호
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• pp.202-211
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• 2011

본 연구는 농촌체험마을의 소셜미디어 이용동기가 만족과 재방문의도에 미치는 영향을 규명하기 위한 연구이다. 연구 분석을 위해 농촌체험마을의 소셜미디어 사이트 이용경험이 있는 397명의 표본자료가 활용되었으며 연구 분석을 위해 PASW18과 Lisrel8.54의 통계분석 도구가 활용되었다. 연구결과를 요약하면 다음과 같다. 첫째, 소셜미디어 이용동기가 만족에 유의한 영향을 미치는 것으로 분석되었다. 둘째, 소셜미디어 이용만족이 재방문의도에 유의한 영향을 미치는 것으로 검증되었다. 본 연구결과를 토대로 소셜미디어 이용 동기가 농촌 체험마을 만족과 재방문의도에 영향을 미치는 결정요인들을 분석하여 농촌체험 이용고객의 만족과 재방문을 유도할 수 있는 다양한 전략적 시사점을 제시하였다.

• Asia pacific journal of information systems
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• 제25권2호
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• pp.403-422
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• 2015

Social media websites have continued to proliferate, and the way in which people stay connected has also evolved. The issue of user loyalty a website remains crucial given that the competition is severe. Websites need loyal users who continue to use their sites to survive and be successful. In this research, we applied self-regulation framework to investigate the factors leading to user loyalty to a social media site. In particular, the role of sense of belonging, which is a common emotional reaction to a social media site, is examined. A survey of users in a popular social media site in Taiwan was conducted. Results show that both sense of belonging and service quality have direct effect on loyalty, whereas trust affects loyalty indirectly by fostering a sense of belonging. Service quality affects loyalty through trust and sense of belonging. Notably, trust has insignificant effect on loyalty as originally proposed. Users are then classified into two groups, namely, heavy and light users, based on their usage. Among light users, service quality has no direct effect on loyalty. Therefore, sense of belonging has sole direct impact on loyalty. Both service quality and sense of belonging contribute to loyalty in users who spend more time online. Implications of this study are also discussed.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제9권1호
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• pp.391-406
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• 2015

Social media have emerged as new communication channels between consumers and companies that generate a large volume of unstructured text data. This social media content, which contains consumers' opinions and interests, is recognized as valuable material from which businesses can mine useful information; consequently, many researchers have reported on opinion-mining frameworks, methods, techniques, and tools for business intelligence over various industries. These studies sometimes focused on how to use opinion mining in business fields or emphasized methods of analyzing content to achieve results that are more accurate. They also considered how to visualize the results to ensure easier understanding. However, we found that such approaches are often technically complex and insufficiently user-friendly to help with business decisions and planning. Therefore, in this study we attempt to formulate a more comprehensive and practical methodology to conduct social media opinion mining and apply our methodology to a case study of the oldest instant noodle product in Korea. We also present graphical tools and visualized outputs that include volume and sentiment graphs, time-series graphs, a topic word cloud, a heat map, and a valence tree map with a classification. Our resources are from public-domain social media content such as blogs, forum messages, and news articles that we analyze with natural language processing, statistics, and graphics packages in the freeware R project environment. We believe our methodology and visualization outputs can provide a practical and reliable guide for immediate use, not just in the food industry but other industries as well.

• 한국안전학회지
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• 제31권6호
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• pp.113-120
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• 2016

People use social media platforms such as Twitter to leave traces of their personal thoughts and opinions. In other words, social media platforms retain the emotions of the people as it is, and accurately understanding the emotions of the people through social media will be used as a significant index for disaster management. In this research, emotion type modeling method and emotional quotient quantification method will be proposed to understand the emotions present in social media platforms. Emotion types are primarily analyzed based on 3 major emotions of affirmation, caution, and observation. Then, in order to understand the public's emotional progress according to the progress of disaster or accident and government response in detail, negative emotions are broken down into anxiety, seriousness, sadness, and complaint to enhance the analysis. Ultimately, positive emotions are further broken down into 3 more emotions, and Russell emotion model was used as a reference to develop a model of 8 primary emotions in order to acquire an overall understanding of the public's emotions. Then, the emotional quotient of each emotion was quantified. Based on the results, overall emotional status of the public is monitored, and in the event of a disaster, the public's emotional fluctuation rate could be quantitatively observed.

• 한국컴퓨터정보학회논문지
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• 제21권8호
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• pp.105-116
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• 2016

Corporate social media has been recently used in customer relationship management in many ways to improve product sales and company images. Not much research exists on corporate social media, Therefore, in this paper, we propose a research model to identify how corporate social media enhances corporate's CRM quality, resulting in forming customer's purchase intention. In detail, this paper is to examine how customer's perceived value of corporate social media influences CRM quality(CRM trust and CRM commitment), and then how CRM quality affects purchase intention. To this end, a total of 300 questionnaires were used from online panel respondents to test research hypothesis. The findings showed that service performance value and monetary value were major determinants of CRM trust, however, there was no association between brand integration value and CRM trust. In addition, the effects of service performance value and brand integration value on CRM commitment were found whereas monetary value had no effect on CRM commitment. The results also showed that CRM trust and CRM commitment played a critical role in forming of purchase intention. Theoretical and practical Implications are discussed.

• 한국비블리아학회지
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• 제28권4호
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• pp.101-125
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• 2017

소셜미디어를 통해 생산된 유용한 정보 및 지식자료들은 빠르게 생산되고 퍼지고 있다. 소셜미디어 게시물의 보존 및 관리를 하지 않으면 한순간에 사라질 수 있으며, 따라서 이제는 이를 아카이브하기 위한 노력을 기울여야 할 때이다. 본 연구는 공공기관의 소셜미디어 아카이브를 위한 기초연구로써, 대구광역시 12개 공공기관을 대상으로 소셜미디어 운영 실태를 조사하고, 소셜미디어 게시글의 내용유형을 정의하였으며, 게시글의 내용유형과 플랫폼의 특징을 면밀히 분석하였다. 소셜미디어 게시글 수집을 위해서는 NVivo를 사용하였다. 이를 통해 소셜미디어는 공공기록으로서 아카이브되어야 함을 다시 확인하였고, 효과적인 아카이브를 위한 시사점을 도출하였다.

• 한국보육지원학회지
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• 제14권6호
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• pp.187-203
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• 2018

Objective: This study aimed to examine the mediating effect of mothers' parenting stress on the relationship between their self-differentiation and the tendency of addiction to social media. Methods: The participants in this study were two hundred and eight mothers with children aged 36 months or younger. Data were analyzed statistically using frequency, Pearson's correlation coefficients, and hierarchical multiple regression analysis. Results: The results of the present study are as follows. First, the mothers' self-differentiation was negatively associated with their parenting stress and social media addiction tendency. Second, both the total scores of the mothers' parenting stress and their distress were found to partially mediate the relationship between their self-differentiation and social media addiction tendency. However, the mothers' daily stress did not mediate the relationship between the variables. Conclusion/Implications: The findings of the current study have implications for developing ways of intervening in mothers' social media addiction tendency by reducing their parenting stress, particularly for mothers with low levels of self-differentiation.