• Title/Summary/Keyword: Twitter Marketing

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"You can't help but Like it": An Investigation of Mandatory Endorsement Solicitation and Gating Practices in Online Social Networks

  • Church, E. Mitchell;Passarello, Samantha
    • Asia pacific journal of information systems
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    • v.26 no.1
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    • pp.124-142
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    • 2016
  • Companies operating in social network platforms continue to improve and expand their marketing techniques. This study examines the practice of "gating", which involves virtual barriers between social network users and company content. Gates demand mandatory user endorsements, in the form of a Facebook "Likes", Twitter "retweets" etc., to gain access to company content, such as coupons and rewards,. Gating practices demand a mandatory endorsement before any content consumption takes place. Thus, while user endorsements are assumed to arise voluntarily from trusted known sources, gating practices would appear to violate this assumption. However, whether this violation lessens the effectiveness of gating practices still requires empirical validation. We investigate this question through the use of a unique panel data set that includes data on "like" endorsements obtained from a number of real-world Facebook business pages. Results of the study show that gating practices are effective for endorsement solicitation; however, gates may interfere with more traditional marketing activities.

Predicting Movie Success based on Machine Learning Using Twitter (트위터를 이용한 기계학습 기반의 영화흥행 예측)

  • Yim, Junyeob;Hwang, Byung-Yeon
    • KIPS Transactions on Software and Data Engineering
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    • v.3 no.7
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    • pp.263-270
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    • 2014
  • This paper suggests a method for predicting a box-office success of the film. Lately, as the growth of the film industry, a variety of studies for the prediction of market demand is being performed. The product life cycle of film is relatively short cultural goods. Therefore, in order to produce stable profits, marketing costs before opening as well as the number of screen after opening need a plan. To fulfill this plan, the demand for the product and the calculation of economic profit scale should be preceded. The cases of existing researches, as a variable for predicting, primarily use the factors of competition of the market or the properties of the film. However, the proportion of the potential audiences who purchase the goods is relatively insufficient. Therefore, in this paper, in order to consider people's perception of a movie, Twitter was utilized as one of the survey samples. The existing variables and the information extracted from Twitter are defined as off-line and on-line element, and applied those two elements in machine learning by combining. Through the experiment, the proposed predictive techniques are validated, and the results of the experiment predicted the chance of successful film with about 95% of accuracy.

Social Network Comparison of Airlines on Twitter Using NodeXL (Twitter를 기반으로 한 항공사 소셜 네트워크 비교분석 - 카타르, 싱가포르, 에미레이트, ANA, 대한항공을 중심으로 -)

  • Gyu-Lee Kim;Jae Sub Lee
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.3
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    • pp.81-94
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    • 2023
  • The study aims to compare and analyze the social network structures of Qatar Airways,s Singapore Airlines, Emirates Airlines, and ANA Airlines, recording the top 1 to 4, and Korean Air in ninth by Skytrax's airline evaluations in 2022. This study uses NodeXL, a social network analysis program, to analyze the social networks of 5 airlines, Vertex, Unique Edges, Single-Vertex Connected Components, Maximum Geodesic Distance, Average Geodesic Distance, Average Degree Centrality, Average Closeness Centrality, and Average Betweenness Centrality as indicators to compare the differences in these social networks of the airlines. As a result, Singapore's social network has a better network structure than the other airlines' social networks in terms of sharing information and transmitting resources. In addition, Qatar Airways and Singapore Airlines are superior to the other airlines in playing roles and powers of influencers who affect the flow of information and resources and the interaction within the airline's social network. The study suggests some implications to enhance the usefulness of social networks for marketing.

A Study on the Optimization of Library SNS Marketing (도서관 SNS 마케팅 활성화 방안에 관한 연구)

  • Kim, Ji Eun;Noh, Younghee
    • Journal of the Korean BIBLIA Society for library and Information Science
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    • v.24 no.3
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    • pp.157-180
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    • 2013
  • With increasing interest in content marketing, SNS (social networking services) has become more popular as a method of library marketing, both at home and abroad. Accordingly, this study analyzed the operational status and problems of library SNS marketing, in an attempt to find ways to optimize its use. Results show that librarians' opinions of library marketing and library SNS marketing were very high, but the problems they faced included a lack of human resources dedicated to marketing, lack of marketing education, a lack of content to upload each week, and low numbers of contacts on social networking sites. To further develop and optimize library SNS marketing, five solutions were suggested based on the survey results: first, composing an intensive managing team for effective SNS operation; second, providing different levels of marketing training to decrease the librarians' mistakes; third, updating data continuously; fourth, providing information and services users need; and lastly, clearly identifying each channel's active operation goals.

Relations between Reputation and Social Media Marketing Communication in Cryptocurrency Markets: Visual Analytics using Tableau

  • Park, Sejung;Park, Han Woo
    • International Journal of Contents
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    • v.17 no.1
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    • pp.1-10
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    • 2021
  • Visual analytics is an emerging research field that combines the strength of electronic data processing and human intuition-based social background knowledge. This study demonstrates useful visual analytics with Tableau in conjunction with semantic network analysis using examples of sentiment flow and strategic communication strategies via Twitter in a blockchain domain. We comparatively investigated the sentiment flow over time and language usage patterns between companies with a good reputation and firms with a poor reputation. In addition, this study explored the relations between reputation and marketing communication strategies. We found that cryptocurrency firms more actively produced information when there was an increased public demand and increased transactions and when the coins' prices were high. Emotional language strategies on social media did not affect cryptocurrencies' reputations. The pattern in semantic representations of keywords was similar between companies with a good reputation and firms with a poor reputation. However, the reputable firms communicated on a wide range of topics and used more culturally focused strategies, and took more advantages of social media marketing by expanding their outreach to other social media networks. The visual big data analytics provides insights into business intelligence that helps informed policies.

A Study on Marketing Activation of Franchise Enterprise Utilizing Social Network Service(SNS) (SNS(Social Network Service)를 활용한 프랜차이즈 업체의 마케팅 활성화에 관한 연구)

  • Han, Sun-Ho;Kim, Hyun-Jun;Choi, Kul-Yong;Han, Kyu-Chul
    • The Korean Journal of Franchise Management
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    • v.2 no.2
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    • pp.24-44
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    • 2011
  • Many companies are increasingly using social network service(SNS) as an online marketing tool, and its marketing activation has been in the limelight as a differentiation strategy most recently. The purpose of this study is to analyze online marketing cases utilizing SNS and to apply it in Franchise Enterprise in order to activate its marketing activities. This study is more concerned with the cases of facebook, twitter, and blog among social network services and suggests some ways of utilizing them in Franchise Enterprise as follows: Based on the examples of facebook, firstly, we set up the role as a homepage in individul, Franchise Enterprise, and other organizations. Secondly, we also set up the role as an organizing tool in communities, and thirdly, setting up the role as a location map tool. Regarding some applications in marketing tool of Franchise Enterprise, we suggest the role as a public relation tool of the company and brand, and also propose the role of brand planning and development. Finally, we suggest a way of overcoming the limitation in offline operations.

The Factors Affecting Promotion Effects: SNS Analysis for Franchise Food Service Industry (프로모션 효과에 영향을 미치는 요인: 프랜차이즈 외식 산업의 SNS 버즈 분석을 중심으로)

  • Jeong, Min-Seo;Lee, Cheol-Jin;Yoon, Ji-Hee;Jung, Yoonhyuk
    • The Journal of Bigdata
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    • v.2 no.2
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    • pp.57-66
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    • 2017
  • Companies has been investing enormous resources in promotion as the market keeps changing rapidly. Therefore, there are growing needs to measure the impact of a promotion on revenue growth. To investigate the effect of promotion in franchise food service industry, this study empirically analyzed text data from Twitter, one of the dominant social network services. Our findings show that a gap between promotions, promotion duration, and season have a significant influence on a volume of twitter buzz, which represents a promotion effect in our study. Next, we tried to analyze the reason why those factors were related to the promotion effect. Finally, we suggested promotion strategies related to each influential factor depending on types of business in food service industry.

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A Comparative Study on Attribute Recognition and Word of Mouth Intention of SNS Advertising - Focused on Facebook, Instagram, KaKaoStory and Twitter (SNS 광고의 속성인식과 구전의도 비교연구 - 페이스북, 인스타그램, 카카오스토리, 트위터를 중심으로)

  • Jeong, Chang Jun
    • The Journal of the Convergence on Culture Technology
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    • v.6 no.2
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    • pp.419-428
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    • 2020
  • SNS media is gaining its media share with the benefits of digital technology, such as the convenience of physical access and the entertainment and interactivity of contents, and are becoming a part of users' lives. As media contents consumers move from traditional media to SNS, marketing communication activities are rapidly adapting to leading SNS platforms such as Facebook. This study compares how users perceive four advertisement attributes in each SNS, focusing on Facebook, Instagram, Kakao Story, and Twitter, where the media content creation and consumption systems are relatively similar to each other. The impact on eWOM intention was identified. In addition, we discussed effective SNS operation.

Comparing Customer Reactions Before and After of a Smart Watch Release through Opinion Mining (오피니언 마이닝을 통한 스마트 워치 출시 전후 소비자 반응 분석)

  • Lee, Jongho;Park, Heejun
    • The Journal of Bigdata
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    • v.1 no.1
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    • pp.1-7
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    • 2016
  • Social media such as twitter has been popular by the diffusion of internet, and thanks to the radical improvement of computational ability of computers big data analysis became possible. This research is regarding about smart watch which is receiving attention as post-smartphone technology. Among various types of smart watch, this research focuses on the recently released Samsung Galaxy Gear S2. The main purpose of the research is to analyze customer's actual twitter data that was produced before and after the release of the smart watch to the market. Through the analysis, this research provides practical marketing strategy guideline, and also the analysis framework used in this research can be a research framework for other area and product researches.

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A Study on the Semantic Network Analysis of "Cooking Academy" through the Big Data (빅데이터를 활용한 "조리학원"의 의미연결망 분석에 관한 연구)

  • Lee, Seung-Hoo;Kim, Hak-Seon
    • Culinary science and hospitality research
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    • v.24 no.3
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    • pp.167-176
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    • 2018
  • In this study, Big Data was used to collect the information related to 'Cooking Academy' keywords. After collecting all the data, we calculated the frequency through the text mining and selected the main words for future data analysis. Data collection was conducted from Google Web and News during the period from January 1, 2013 to December 31, 2017. The selected 64 words were analyzed by using UCINET 6.0 program, and the analysis results were visualized with NetDraw in order to present the relationship of main words. As a result, it was found that the most important goal for the students from cooking school is to work as a cook, likewise to have practical classes. In addition, we obtained the result that SNS marketing system that the social sites, such as Facebook, Twitter, and Instagram are actively utilized as a marketing strategy of the institute. Therefore, the results can be helpful in searching for the method of utilizing big data and can bring brand-new ideas for the follow-up studies. In practical terms, it will be remarkable material about the future marketing directions and various programs that are improved by the detailed curriculums through semantic network of cooking school by using big data.