• The Journal of Asian Finance, Economics and Business
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• 제7권12호
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• pp.951-958
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• 2020

This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald's brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald's brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald's brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald's on social media, can contribute to customer trust and that trust is formed because McDonald's always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald's brand. This means that information related to McDonald's on social media is proportional to the quality of the product offered.

• 한국항공운항학회지
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• 제25권3호
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• pp.1-8
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• 2017

As many people all over the world increasingly take more time in exchanging with other people or acquiring information on the internet, use of social media becomes a part of their daily lives. A lot of changes of consumer culture, which have been occurring through social media, have significant effects on corporate marketing activities. Since social media's importance to airlines has been continuously increased, this study attempts to examine effects of passengers' uses of social media, who plan to select an airline, on dependence on reliance of electronic word-of mouth(EWOM) and EWOM acceptance. To this end, a questionnaire survey of passengers who use airlines and the airline's social media was conducted, and then effective data of 302 copies were analyzed by using the structural equation modeling. The findings show that social media use intensity has a significant effect on Acceptance of EWOM via reliance of EWOM, while a direct effect of social media use intensity on Acceptance of EWOM is not significant. From this study, it is found that control and management of social media and only EWOM are effective tools for marketing of airline businesses, suggesting that innovative strategies are required to preemptively cope with changes in consumers' behaviors and markets, which continue to evolve.

• 지식경영연구
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• 제22권4호
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• pp.135-155
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• 2021

소셜미디어의 유형이 다양해지면서 소셜미디어를 활용하여 소비자의 구매 결정을 유도하기 위해서는, 소셜미디어에 대한 유형별 이해와 좀 더 세분화된 전략 도출이 필요하다. 본 연구에서는 소셜미디어를 표현형 소셜미디어와 관계 및 공유형 소셜미디어 두 가지 유형으로 분류하고, 소비자 구매 결정과 유형별 소셜미디어 언급량 간의 상호 영향력에 대해 살펴보았다. 구체적으로, 서울시 공유 자전거인 따릉이 데이터와 소셜미디어 상에서 해당 공유 자전거의 일별 언급량 데이터를 활용하였으며, 외생변수 벡터 자기회귀 모형(VARX)을 적용해서 실증적으로 검증하였다. 분석 결과, 표현형 소셜미디어 언급량 증가는 신규 가입과 대여 건수 모두에 긍정적인 영향을 주는 반면, 관계 및 공유형 소셜미디어는 공유 자전거의 신규 가입에는 오히려 부정적인 영향을 주고 대여 건수 증가에는 유의미한 영향을 미치지 않는 것으로 나타났다. 또한, 신규 가입자는 두 유형의 소셜미디어 내 제품 언급량 증가에 긍정적인 영향을 끼치는 반면, 대여 건수는 유형에 상관없이 소셜미디어 내의 제품 언급량에 유의미한 영향을 미치지 못했다. 본 연구의 결과는 신규 가입과 구매를 유도하기 위한 세분화된 유형별 소셜미디어 전략 도출에 활용될 수 있으며, 최근 급성장하고 있는 공유 경제 산업 내의 소셜미디어 마케팅 전략 수립에도 유용한 이론적, 실무적 시사점을 제공할 것으로 기대한다.

• Journal of Smart Tourism
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• 제1권3호
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• pp.21-29
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• 2021

This study explored the relationship between post types and linguistic characteristics in marketer-generated content and social media engagement to find the optimized content to enhance social media engagement level. Post data of 23,588 marketer-generated content were collected from 50 states' destination marketing organization Facebook pages in the United States. The collected data were analyzed by employing social media analytics, linguistic analysis, multivariate analysis of variance, and discriminant analysis. The results showed that there are significant differences in both engagement indicators and linguistic scores among the three post types. Based on research findings, this research not only provided researchers with theoretical implications but also suggested practitioners the most effective content designs for travel destination marketing in Facebook.

• Journal of Information Technology Applications and Management
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• 제27권6호
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• pp.117-139
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• 2020

This research analyzes the factors that affect the consumers' participation of the internet-only banks, and suggests effective financial sales strategies and methods to attract more users. Through prior research review and interviews with experts, the factors affecting the consumers to sign up for the internet banks are identified. The actual user data from the internet banks are used for the analysis, providing more systematic and credible results. The research shows that social media buzz positively affects the user growth, proving Granger Causality relation of increasing social media buzz on K Bank increases K Bank users. The research also shows that marketing activities noticeably impacts K Bank's positive user growth. On the other hand, the event of Kakao Bank's grand opening shows negative effect. The results from the research validates the need for periodical monitoring process of social media buzz. Moreover, the research proves that the integrated analysis of social media buzz and marketing effect is also essential.

• 아태비즈니스연구
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• 제12권2호
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• pp.161-174
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• 2021

Purpose - The purpose of this study was to examine the recent popular consumption trend, the hocance phenomenon, using social media big data. The study intended to present practical directions and marketing measures for the recovery and growth of the hotel industry after COVID-19 pandemic. Design/methodology/approach - Big data analysis has been used in various fields, and in this study, it was used to understand the hocance phenomenon. For three years from January 1, 2018 to December 31, 2020, we collected text data including the keyword 'hocance' from the blog and cafe of NAVER and Daum. TEXTOM and UCINET 6 were used to collect and analyze the data. Findings - According to the results of analysis, the words such as 'hocance', 'hotel', 'Seoul', 'travel', 'swimming pool', 'Incheon', 'breakfast', 'child' and 'friend' were identified with high frequency. The results of CONCOR analysis showed similar results in all three years. It has been confirmed that 'swimming pool', 'breakfast', 'child' and 'friend' are important when deciding on the hocance package. Research implications or Originality - The study was differentiated in that it used social media big data instead of traditional research methods. Furthermore, it reflected social phenomena as a consumption trend so there was practical value in establishing marketing strategies for the tourism and hotel industry.

• International Journal of Knowledge Content Development & Technology
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• 제14권3호
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• pp.59-76
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• 2024

The prominent role accorded to social media in the academic community for research, teaching and learning revolves around its significance among users. Social media offers a platform for individuals to engage with and share perceptions relating to different disciplines. This current research was conducted to investigate the level of awareness and frequency of social media technology use among postgraduate students of Library and Information Science in Nigerian universities. The descriptive survey design was used for the study. Structured questionnaires were used to collect data from 919 library and information science (LIS) postgraduate students in the universities. In all, 742 copies out of the 919 distributed were returned and found usable, thereby making the return rate to be 81%. Data collected were analysed using mean and standard deviation. The study revealed that the LIS postgraduate students frequently use social media such as Wikipedia (x=3.94>3.50), Instagram (x=3.86>3.50), Facebook (x=3.85>3.50), Zoom ($\overline{x}$=3.78>3.50), LinkedIn (x=3.69>3.50), YouTube ($\overline{x}$=3.54>3.50), Twitter (x=3.52>3.50). The study established that students use social media tools for their personal, professional and research activities. The study also found that the level of awareness and use of social media by the students was high. The study recommended that the use of social media should be incorporated into the LIS curriculum including training sessions for the students on how to use the media effectively.

• 스마트미디어저널
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• 제2권2호
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• pp.20-27
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• 2013

The concept of social media is top of the agenda for many business executives and decision makers, as well as consultants try to identify ways where companies can make profitable use of applications such as Netflix, Flixster. The social media is playing an increasingly important role as the information sources for customers making product choices etc. With the flourish of Web 2.0 technology, customer reviews are becoming more and more useful and important information resources for people to save their time and energy on purchasing products that they want. This paper proposes the Bayesian Probabilistic Classification algorithm to mine the social media review, and evaluates it by different splits and cross validation mechanism from the real data set. The explored study experimental results show the robustness and effectiveness of proposed approach for mining the social media review.

• 한국산업정보학회논문지
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• 제17권7호
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• pp.149-158
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• 2012

소셜미디어(Social Media)는 최근 집단지성 형성의 새로운 매체로 주목을 받고 있다. 이에 본 연구는 소셜미디어의 사회적 함의를 규명하고 그에 근거하여 지식 창조 플랫폼(Knowledge Creation Platform)으로서의 소셜미디어 관리를 위한 개념적 틀을 탐색 차원에서 제시하고자 하였다. 소셜미디어를 통한 정보 소통은 문자 그대로 범사회적 영향을 끼치는 공공성이 강하기 때문에 민간 기업뿐만 아니라 정부를 비롯한 각급 공공기관에서도 홍보, 크라우드 소싱(Crowd Sourcing) 등 다양한 용도로 그 활용방안을 모색하고 있다. 특히 빅데이터(Big Data) 시대와 맞물리면서 소셜미디어가 사회적 지식창조 플랫폼으로서의 가능성을 열고 있다는 측면에서 볼 때 본 연구에서 제시하는 소셜미디어 관리를 위한 개념적 틀은 향후 지식창조 플랫폼으로서의 소셜미디어 관리모델을 구체화하는데 중요한 단서와 기본방향을 제시할 수 있을 것으로 기대된다.

• International Journal of Contents
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• 제13권1호
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• pp.31-37
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• 2017

Using the network analysis method, this study investigates the communication structure of Open Data on the Twitter sphere. It addresses the communication path by mapping influential activities and comparing the contents of tweets about Open Data. In the years 2015 and 2016, the NodeXL software was applied to collect tweets from the Twitter network, containing the term "opendata". The structural patterns of social media communication were analyzed through several network characteristics. The results indicate that the most common activities on the Twitter network are related to the subjects such as new applications and new technologies in Open Data. The study is the first to focus on the structural and informational pattern of Open Data based on social network analysis and content analysis. It will help researchers, activists, and policy-makers to come up with a major realization of the pattern of Open Data through Twitter.