• Journal of Information Technology Services
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• v.12 no.4
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• pp.41-57
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• 2013

As the usage of SNS has grown dramatically over the last years, it has been used in various sectors not just a tool for communication. In particular, corporate companies actively use Facebook as a tool for corporate marketing. Corporate companies communicate with their customers by providing service or events information. In this study, empirical analysis was carried out on corporate companies that are using Facebook as a marketing tool, thus finding out the influencing factors in continued usage of Facebook Fan Page users. In addition, analysis of the factors will be investigated according to continued usage of the users, where the user's intention will differ depending on how corporate companies operate and deal with the Facebook Fan Page. Factors affecting the user's satisfaction, perceived usefulness, and perceived playfulness were deducted through the analysis of the existing literature study on corporate company's continued intention on the usage of Facebook Fan Page. Accordingly, factor affecting this such as relationship, speed, content diversity, which are the media characteristics of the Facebook were deducted and finally hypothesized. In addition, the type of corporate company's Facebook Fan Page was divided into event type, communication type, information service type. And hence investigated the factors that differed from the continued usage depending on the type. Results analysis shows that perceived usefulness affected only relationship, speed, content diversity. Furthermore, analysis shows that corporate company's Fan Page of communication and event types are the factors that affect the usage intention which meant it only affected the perceived enjoyment. On the basis of this study, we are able to present an implication of value where corporate company use it as a marketing tool, through factors from continued usage of coroporate company's Facebook Fan Page users.

• The Journal of Information Systems
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• v.27 no.1
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• pp.67-88
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• 2018

Purpose The purpose of this study is to verify motivations of corporate Facebook usage and to examine the impacts of usage motivations on brand attachment, trust and loyalty. Design/methodology/approach A conceptual model is developed based on Self-determination theory(SDT) and the previous studies. We conducted a web survey with a convenient sample of 121 Facebook users who clicked "Like" button on the corporate Facebook pages. Findings The followings are the findings of the study. First, intrinsic motivation(Entertainment) turned out to have positive effects on brand attachment. Second, extrinsic motivation(information exchange) turned out to have positive effects on brand trust. Third, brand attachment turned out to have positive effects on brand loyalty. These findings provide a valuable basis for constructing an explanatory model for "Like"-clicking behaviors of corporate's Facebook community platform users, as well as making significant practical contributions to enhance social and commercial benefits for businesses and individuals.

• International Journal of Contents
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• v.10 no.4
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• pp.38-47
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• 2014

Recently, with the development of technology, social network service (SNS) has become a hot topic. Lots of companies are now making online marketing strategy to promote their products and brand identities using SNS. Through these strategies, companies can produce more profit as well as make better brand images by performing online public relations. Among the SNSs, Facebook has a lot of users, it has been regarded by companies as a suitable platform with respect to online marketing for latent customers. The companies of today typically have at least one account and a Facebook page, and constantly make relationships with customers. However, companies have been thoughtless in this process, and usually provide information to customers through one-way communication. Based on this phenomenon, a study was conducted herein on how to use Facebook pages for promoting products and brand identities, keeping good relationships between companies and customers. This study assumed that the types of interaction on Facebook pages and user involvement are the key factors affecting decision making of purchase. Four types of Facebook pages which were made virtually were used in analysis with 56 participants who were selected for the experiment. The results indicated partial verification of the hypothesis. Particularly, product involvement had an effect on decision making of purchase in all conditions. According to these results, it can be explained that there are close relationships between the psychological status of online behaviors and Facebook corporate pages. In addition, through linear tendency of this phenomenon, this can infer how to setup a positive relationship with latent customers and make improve brand images of products.

• Journal of Intelligence and Information Systems
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• v.26 no.1
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• pp.75-95
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• 2020

With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the company's Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebook's 'OK', 'Attachment', 'Share', and 'Number of Click' which are the dependent variables of this study. in order to measure the outcome of the target, the consumer's response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebook's ad numbers 'reach', 'exposure', 'like', 'share', 'comment', 'clicks', and 'CPC' depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebook's user behavior were analyzed using regression analysis. Content materials are related to the content's difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users' interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users' behavior would be different depending on the language and formality. For dependent variables, 'OK' and 'Full Click Count' are set by every user's action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the dependent variable, and found that 'good' factors such as 'self association', 'actual use', and 'hidden' are important. Could. Material difficulties', 'actual participation' and 'large scale * difficulties'. In addition, variables such as 'Self Connect', 'Actual Engagement' and 'Sexual Sexual Attention' have been shown to have a significant impact on 'Full Click'. It is expected that through research results, it is possible to contribute to the operation and production strategy of company Facebook operators and content creators by presenting a content strategy optimized for the purpose of the content. In this study, we defined each independent variable in the existing research literature and analyzed its effect on the dependent variable, and we could see that factors on 'good' were significant such as 'self-association', 'reality use', 'concernal material difficulty', 'real-life involvement' and 'massive*difficulty'. In addition, variables such as 'self-connection', 'real-life involvement' and 'formative*attention' were shown to have significant effects for 'full-click'. Through the research results, it is expected that by presenting an optimized content strategy for content purposes, it can contribute to the operation and production strategy of corporate Facebook operators and content producers.

• Culinary science and hospitality research
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• v.22 no.6
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• pp.61-70
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• 2016

The purpose of this study is to identify the effects of a company's response strategies (response type, communication style, and response sincerity) on customer's brand attitude and purchase intentions. A fictional Facebook fan page containing 6 separate scenarios was developed based on actual customer reviews and company responses observed on Facebook restaurant fan pages. Participants were recruited from Amazon's Mechanical Turk (MTurk). A total of 202 responses were obtained; 185 responses were analyzed after deleting insufficient responses. The results of MANOVA found that an accommodative response leads customers to have a more favorable attitude towards a brand and have stronger purchasing intentions. In addition, customers who perceive the company's response to a negative review as sincere are more likely to have a positive brand attitude and purchasing intentions, as compared to those who perceive it as either insincere or neutral.

• Journal of Digital Convergence
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• v.15 no.6
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• pp.155-164
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• 2017

The purpose of this study is to analyze the similarities and differences between motivation and usage according to morphological differences between Facebook and Instagram. The formative differentiation of third-generation SNS such as intuitive image and limited network poses the necessity of recognizing individual service users as distinct groups in SNS research. Therefore, this study was conducted to analyze the differences of motivation and usage, according to the motivation of using Facebook and Instagram by 255 university students. As a result, 7 factors were found as motivation for SNS use, and there were therein motivational differences between Facebook and Instagram users. This study is expected to contribute to the prediction of user's attitude change according to the morphological evolution of SNS in the future, and to expand the application to such related fusion research as GUI design and corporate PR marketing.

• Knowledge Management Research
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• v.15 no.3
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• pp.37-66
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• 2014

Since social network service (SNS) has been widely used as a effective way for people to connect and communication with each other, the use of corporate SNS account also has increased. However, compared to a private SNS account, only few people have a continuous relationship with their corporate SNS account because the use of corporate SNS account tends to be one-time and temporary activity whenever the users just need events and information. Given the psychological side effects of using SNS, the relative lack of empirical studies on the impacts of emotional factor in SNS prevents the deeper understanding of the intention to continuous using corporate SNS account. Therefore, this study aims to explore key determinants of the intension to continuous using the corporate SNS account from a habit and emotional perspective. To bridge research gap, we attempt to divide emotional factor into the following 5 factors based on Mehrabian and Russell model (1974): intimacy, enjoyment (positive factor), privacy concern, anxiety (negative factor), arousal (arousal factor) and (dominant factor). The basic model is proposed to explore the effects of habit and emotional factors on the intension to continuous using the corporate SNS account. We then examine how the effects of habit and emotional factors differ depending on social media types (e.g., facebook and twitter). The results indicates that habit is related to emotional factors, and each emotional factor differently influences the intension to continuous using the corporate SNS account. The results also confirm that the effects of the habit and emotional factors on the intension to continuous using the corporate SNS account differ according to social media types. This study provides practical and useful guidance and the strategic marketing insight for managers in maintaining and improving the intension to continuous using the corporate SNS account.

• Knowledge Management Research
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• v.15 no.3
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• pp.121-140
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• 2014

Many firms have been utilizing SNSs such as Facebook and Twitter actively in order to boost interactions with customers that promote product and service innovations and effective marketing. Although positive outcomes of the customer interactions in SNSs are expected, there exist few studies on the effects of interactions between customers and firms in the SNS context. This study empirically examines how customer experiences in multi-dimensional interactions (i.e., pragmatic, sociability, usability, and hedonic interaction) in corporate SNSs influence customer trust in the firm, and how customer learning benefits are associated with firm benefits such as gaining customer trust. The results indicate that all four dimensions of customer interactions in SNSs have significant effects on customer learning benefits, which in turn significantly influence customer trust in the firm. Meanwhile, the results reveal that there are also direct relationships between specific dimensions of customer interactions in SNSs and the two dimensions of customer trust (i.e., ability-based and benevolence/integrity-based). Based on the findings, this study diagnoses the status of corporate SNSs in terms of collaboration with customers and provides practical implications for firms which attempt to capitalize on the multi-dimensional customer interactions in SNSs and to facilitate innovative activities with customers.

• International Commerce and Information Review
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• v.13 no.4
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• pp.3-21
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• 2011

In this study, several experiments were designed to test the effectiveness of social media in export marketing. In particular, the experiments were made using Twitter and Facebook. The results showed that users' interest were able to increase the effects combined with B2B and B2C marketing events. The B2C marketing events could be made by personal target Event, Poll event, guest comments and social commerce. The B2B marketing was performed using Page Manager, Affiliate page, building and affiliate marketing group. Special features of Facebook such as social plug-in, Twitter integration, and Photo Tagging were found effective. A couple of implications were found in this study. First, the link between social media channel system was key success factor in effective export marketing. Second, the corporate marketing mix and social media consistent with the marketing mix strategy, communication between the managers and the managers' competencies were obtained for the key success factors.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.662-670
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• 2016

This study notices that corporate crisis spreading throughout society through SNS, according to the growing influence of online e-WOM on the basis Mobile and SNS. The study will prove that users' psychological tendencies can be affected by online e-WOM and played a role factors of crisis management on Facebook fanpage. This study conducted Facebook Fanpages users' perception of authenticity, Fanpage identification theory and interactivity affected Online e-WOM before a crisis, and authenticity, Fanpage identification theory and interactivity affected negative Online e-WOM after a crisis. The result through the sample of 290 men and women in their 20s and 30s who use a Facebook fanpage. found that Facebook fanpage users' perception of authenticity, Fanpage identification theory and interactivity affect on Online e-WOM before a crisis. On the other hand, the results found that Facebook fanpage users' perception of authenticity, and interactivity affect on Online e-WOM in caused crisis. Based on the results from the present study, suggested authenticity, Fanpage identification theory and Interactivity function in the aspect of the relationship marketing or crisis communication.