• Journal of Korean Library and Information Science Society
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• v.43 no.4
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• pp.347-372
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• 2012

This paper explores the current condition of facebook pages in order to provide university libraries with practical ideas in using facebook services. A total of 20 facebook pages of 20 selected Korean and USA university libraries were examined and analyzed in various ways. The research questions for this study are: (1) how well do library operate the facebook page? (2) what are the category and nature of wall posts of library facebook pages. To get the answers to this questions, various checkpoints are developed and applied. The most significant findings are that there are a quite different data of operation and there are similar patterns of posts communication to the Korean and USA university library pages.

• Journal of Information Science Theory and Practice
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• v.10 no.2
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• pp.17-29
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• 2022

Facebook is very popular among young people and especially university students. Therefore, Facebook is the most logical platform to be used by academic libraries for promotional purposes and reaching out to user communities. This study aims to measure the effectiveness of using Facebook in connecting with students in academic libraries. A questionnaire survey was conducted to collect research data from students at four Vietnamese universities. A total of 1,670 valid questionnaires were returned, and more than half of the respondents were females between the ages of 18 and 22 years. The survey results found that libraries' Facebook pages did not receive adequate attention and interaction from students. Besides that, the information needs of students and social media content in general affected student acceptance of libraries' Facebook pages. These factors are demonstrated by the great majority of students who used Facebook often for various purposes, but fewer accessed library pages and they were not actively engaged in library posts. Students were interested in the information they already tended to get from libraries and were optimistic about the quality of library posts. However, they still expected more diverse and attractive content from the libraries. The findings of this study can help libraries create a close connection with students by satisfying their needs and expectations on Facebook.

• Journal of Information Science Theory and Practice
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• v.9 no.1
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• pp.79-89
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• 2021

This study explores Facebook use in Vietnamese academic libraries by analysing libraries' posts on their Facebook pages and library users' interaction with those posts. A total of 260 posts on four academic libraries' Facebook pages were examined using the content analysis method. The findings reveal that Facebook was mainly used to encourage reading and to transmit announcements. Most of the academic libraries published one post a week. The photo was the most frequent media type of libraries' posts and gained a higher level of interaction than other posts. According to the research results, the user engagement was low, and the user interaction with libraries' posts generally was in the form of reaction. The findings can help better understand Facebook use in Vietnamese academic libraries and may assist libraries in creating a plan for using Facebook more effectively.

• Journal of Information Science Theory and Practice
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• v.9 no.2
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• pp.18-32
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• 2021

Social media has become a popular source of information around the world. Previous studies explored different trends of social media news consumption. However, no studies have focused on Bangladesh to date, where social media penetration is very high in recent years. To fill this gap, this research aimed to understand its popularity trends during the period. For that reason, this work analyzes 97.67 million page likes and 3.48 billion interaction data collected from nine Bangladeshi news media's Facebook pages between December 2016 to November 2020. The analysis shows that the growth rates of page likes and interaction rates declined during this period. It suggests that the media's Facebook pages are gradually losing their popularity among Facebook users, which may have two more interpretations: Facebook's aggregate appeal as a news source is decreasing to users, or Bangladeshi media's appeal is eroding to Facebook users. These findings challenge the previous results, i.e., Facebook's demand as a news source is increasing with time. We offer four explanations of the decreased popularity of Facebook's news: information overload, exposure to incidental news, users' selective exposure and different aims of using Facebook, and conflict between media agendas and users' interests. Some theoretical and practical significance of the results has been discussed as well.

• The Journal of Information Systems
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• v.26 no.2
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• pp.1-23
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• 2017

Purpose Facebook is a social network service that has the highest number of Monthly Active Users around the world. Hence, marketers have selected Facebook as the most important platform to get customer engagement. With respect to the customer engagement enhancement, the most popular and engaging post type in the Facebook brand fan pages related to what was usually classified as 'sweepstakes'. Sweepstakes refer to a form of gambling where the entire prize may be awarded to the winner. Which makes customers more engaged with the brand. This study aims to explore sweepstakes-oriented social media marketing approaches based on the application of big data analytics. Design/methodology/approach we collect sweepstakes data from each company based on the data crawling from the Facebook brand fan pages. The output of this study explains how companies in each category of FCB grid can design and apply sweepstakes for their social media marketing. Findings The results show that they have one thing in common across the four quadrants of FCB grid. Regardless of the quadrants, most frequently observed type is 'Simple/Quiz or Comments/Quatrains [event type of sweepstakes] + Gifticon [type of reward prize] + Image [type of message display] + No URL [Link toother website] +Single-Gift-Offer [type of reward prize payment]'. So, if the position of the brand is hard to be defined by the FCB grid model, then this general rule can be applied to all types of brands. Also some differences between the quadrants of the FCB grid were observed. This study offers several research implications by analyzing Sweepstakes-oriented social media marketing approaches in Facebook brand fan pages. By using the FCB grid model, this study provides guidance on how companies can design their sweepstakes-oriented social media marketing approaches in the context of Facebook brand fan pages by considering their context.

• 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 Fashion Business
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• v.17 no.4
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• pp.177-190
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• 2013

The purpose of this study is 1) to investigate the types of upscale fashion department stores' Facebook page contents, 2) to compare the types of Facebook page contents with the department stores, and 3) to explore the dimensions of the Facebook page components and their relations. For the study, three preeminent department stores in social media marketing were chosen: Bergdorf Goodman, Barneys New York, and Saks Fifth Avenue. Three hundred sixty five contents of these department stores' pages were investigated, which were uploaded from February 1st to March 31st of 2013. Content analysis, correspondence analysis, and categorical principal component analysis were used for the research. The result showed that there are four important types of contents in pages: product-related contents, fashion-related contents, department stores-related contents, and the contents of communicating with users. And these components of contents were related with department stores distinctively. The two dimensions of the page components were revealed: the basic components (contents, 'like', 'share', and 'comments') and the additional components (links and photos). Among contents, the introduction of products was appealed but news and events were not liked by users; the contents without a photo were not linked to additional information either.

• Journal of Digital Contents Society
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• v.16 no.2
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• pp.325-334
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• 2015

In this paper, we had tried to study advertising method of local industry in cooperation with SNS (Social Network Service). In particular, This paper analyzes the Facebook Page trying to find a way to take advantage of the local advertising. To analyse the Facebook page, I had created three Facebook pages such as at Hongik UNIV., Gangwon National UNIV., and specialities in Cuncheon cities. While I was managing the three pages, I had analyzed the results of quantities of activities, and in addition, had used NodeXL for the analysis of the network for the each page. After the analysis of the data of each page, I had found the possibility of the promotion for the successful the local advertizement associated with SNS. To verify and develop the results of my study, I had designed the " real time local advertising APP which is connected with SNS like Facebook, had created server program based on PHP, Android APP. In the future, I have found that there must be a lot of possibilities for the successful and various the local advertising methodologies by using SNS like Facebook, the operational data of the App.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.10 no.7
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• pp.3301-3318
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• 2016

Online social networks (OSNs) have changed the way people communicate with each other. An OSN usually encourages the participants to provide personal information such as real names, birthdays and educational background to look for and establish friendships among them. Some users are unwilling to reveal personal information on their personal pages due to potential privacy concerns, but their friends may inadvertently reveal that. In this work, we investigate the possibility of leaking personal information on Facebook in an unintentional and involuntary manner. The revealed information may be useful to malicious users for social engineering and spear phishing. We design the inference methods to find birthdays and educational background of Facebook users based on the interactions among friends on Facebook pages and groups, and also leverage J-measure to find the inference rules. The inference improves the finding rate of birthdays from 71.2% to 87.0% with the accuracy of 92.0%, and that of educational background from 75.2% to 91.7% with the accuracy of 86.3%. We also suggest the sanitization strategies to avoid the private information leakage.

• 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.