• Journal of Service Research and Studies
• /
• v.3 no.1
• /
• pp.17-31
• /
• 2013

With the advent of smart phones, there are increasing demands from customers to connect to the social media services at any time and at any place without restraint. As a result, many foreign companies have lately been able to pursue two-way communication with customers through social media which has enabled them to see the reaction and the needs of customers immediately and respond timely. That is, they are actively engaged in the various marketing activities targeting customers using SNS. According to H. A. Simon's needle theory, it is efficient to make a decision within the bounded rationality due to the difficulty of collecting data in decision-making as well as the inability to collect all information because of limited time and money. If the information or the informant can be trusted, the customers would be able to make a quick decision and get higher satisfaction from it. Therefore, this study examines and thereby empirically demonstrates what role customers' trust plays in a company's marketing using SNS by exploring how trust condition works in the mediated model and, theoretically, intends to introduce an empirical methodology on more strictly mediated moderating effects and, in practice, revisit the role of trust on direct and indirect effect the SNS's quality has on the performance variables such as customer satisfaction and loyalty. This study thereby aims to provide a strategic tool for the companies that plan to use the SNS in developing marketing strategies.

• The Journal of the Korea Contents Association
• /
• v.20 no.1
• /
• pp.31-44
• /
• 2020

The purpose of this study is to investigate the relationship among SNS users' interpersonal trust, brand image and purchase intention. A total of 335 questionnaires were collected during 6 days by Embrain online research company. Collected data were analyzed by SPSSWIN and AMOS program and frequency analysis, confirmatory factor analysis, validity test, correlation analysis and structural equation model analysis were performed. The results of verifying the relationship among variables are as follows. First, SNS users' interpersonal trust in influencers had positively influenced by brand image. Second, brand image sold by influencers had positively influenced by purchase intention. Third, SNS users' interpersonal trust in influencers had a significant effect on purchase intention.

• The Journal of Economics, Marketing and Management
• /
• v.2 no.2
• /
• pp.1-9
• /
• 2014

This study investigated solutions of not only weak organization but also poor communication with customers from point of view of SNS such as Naver blog, Naver band, Kakao Talk and Facebook to promote local business market. The study gave strategies: First, SNS marketing strategy shall be used to do public relations and communicate in accordance with features of each SNS. Naver Blog that is opened SNS shall be used to do public relations and to invite new customers, and Kakao Talk that is closed SNS shall be used to increase customers having high loyalty, and Facebook that has both properties of SNS, that is to say, openness and closure, shall be used to raise effects of word-of-mouth to make use of new sales window. The communication can find out customers' needs to provide customers with customized services. Second, Naver Band and/or cafe shall be opened to increase link and friendliness and to have community consciousness realizing common goal and to destroy merchants' helplessness and individualism and to make change of the market for the place of community. Changes among the merchants may get better ideas to do events continuously and to get more SNS marketing effects and synergy. Third, the merchants shall make change not momentarily but continuously by making efforts steadily. Good communication in and out of the market may create inherent brand value to differ from super chain and/or SSM and to increase sales as well as traditional market image and to attain customers' loyalty.

• Journal of the Korean Operations Research and Management Science Society
• /
• v.38 no.2
• /
• pp.117-139
• /
• 2013

Due to the recent development of SNS(Social Network Service) which is represented by Twitter and Facebook, social commerce market which combines on-line shopping mall and SNS is expanding. With increasing speed of its market, this study is to focus on detecting the crucial variables promoting the use intention, which results in the sustainable competitive advantage in social commerce market. This research empirically analyzed the use intention of social commerce. Also, this study explores the moderating effects of gender in explaining intention to use social commerce. A technology acceptance model is applied for pinpointing the antecedents of intention to use social commerce and for revealing cross-gender differences. The results from a survey of 452 participants reveal that the effects of perceived risk, perceived usefulness, ease for use and subjective norm on intentions to use social commerce differ across gender. Findings imply that the risk-free quality and portrayal of in-group or out-group situations of social commerce need to be communicated to female consumers, along with the social norms of using social commerce. When targeting male consumers, the technological features illustrating the usefulness of social commerce should be focused. This study will provide diverse implications companies providing social commerce services.

• The Journal of Information Systems
• /
• v.29 no.2
• /
• pp.71-94
• /
• 2020

Purpose With the development of Social Network Service(SNS) and mobile devices, many companies have been using the Facebook as a Word-of-Mouth(WOM) channel. This study examines the effects of psychological distance and message type on WOM using the Facebook's real messages. And the moderating effect of the message type on the relationship between psychological distance and WOM was also analyzed. Design/methodology/approach A content analysis was used as a research method. A total 7,483 messages were collected from 50 companies' Facebook Fanpage (based on the ranking of socialbakers.com) and content analysis was conducted using human coding. As the influencing variables, the message type and psychological distance and the number of 'Likes', 'Share', and 'Comment' were used as the dependent variable. The R3.4.4 was used to perform descriptive statistics, cross-tab analysis, and analysis of variance(ANOVA). Findings First, a larger proportion of Facebook messages have close psychological distance for all message types(information, advertisement, event, and customer relationship). Second, 'Like' and 'Comment' number were significantly higher in messages of close psychological distance. Third, the effects of psychological distance on 'Like', 'Share', and 'Comment' number were different according to message type. However, 'advertisement' message type had significantly more numbers for all WOMs('Like', 'Share', and 'Comment') in messages with close psychological distance.

• Journal of Digital Convergence
• /
• v.11 no.10
• /
• pp.341-350
• /
• 2013

Recently, in order to promote their marketing promotion, the entrepeneurs attach importance to many SNS(Social Network Service)and execute it. The representative elements of the SNS service are interactivity, information offering. This study analyzes empirical effects on the SNS Marketing Features in Domesic Enterprise The conclusion of this study shows that the Interactivity has a higher positive effects on Affective Commitment than those on information offering and Information offering has stronger positive effects on calculative commitment than interactivity. Also, these effects enlarge the high use frequency more than the low use frequency. This study also shows that the information offering affect the On-line Word-of-Mouth more positively than the Interactivity. And this study shows that SNS affects the positive effects on the relationship commitment rather than the On-line Word-of-Mouth. Based on the results, the practical implications are offered.

• Proceedings of the Korean Information Science Society Conference
• /
• 2011.06c
• /
• pp.60-63
• /
• 2011

인터넷은 단순한 정보습득을 위한 공간을 넘어 사람들이 모여 교류하는 '소통의 장'으로서 역할을 하고 있다. 최근에는 타인과 끊임없이 대화를 나누고 소통하려는 인간의 기본 욕구를 반영한 서비스인 SNS(Social Network Service)가 전 세계의 주목을 받고 있다. 또한 LBS(Location-Based Service)는 GPS, Wi-Fi를 통한 위치정보를 활용하여 업무생산성 개선 및 다양한 생활 편의를 제공하는 서비스이다. 본 논문에서는 안드로이드 OS를 기반으로 LBS와 SNS를 통합한 어플리케이션을 제안한다. 개인용 모바일 정보기기인 스마트폰을 활용하여, 위치정보에 이용자 정보, SNS를 결합하여 서비스를 고도화 한다. 지인들의 위치를 기반으로 현재 상태, 트윗(Twit)을 통해 정보의 공유 및 활용을 극대화 할 수 있다. 이를 통해 사용자들이 적극적이고 용이하게 온라인 Identity를 표현하는 것을 목적으로 본 시스템을 제안한다.

• Journal of the Korea Institute of Information Security & Cryptology
• /
• v.28 no.2
• /
• pp.407-416
• /
• 2018

Instagram is a Social Network Service(SNS) that has recently become popular among people of all ages and it makes people to construct social relations and share hobbies, daily routines, and useful information. However, since the uploaded information can be accessed by arbitrary users and it is easily shared with others, frauds, stalking, misrepresentation, impersonation, an infringement of copyright and malware distribution are reported. For this reason, it is necessary to analyze Instagram from a view of digital forensics but the research involved is very insufficient. So in this paper, We performed reverse engineering and dynamic analysis of Instagram from a view of digital forensics in the Android environment. As a result, we checked three database files that contain user behavior analysis data such as chat content, chat targets, posted photos, and cookie information. And we found the path to save 4 files and the xml file to save various data. Also we propose ways to use the above results in digital forensics.

• Journal of Internet Computing and Services
• /
• v.14 no.6
• /
• pp.49-57
• /
• 2013

As 'Big data' has been one of challenging issues, development of new services using Social Network Service (SNS) which is its typical example became active. SNS has developed as a media where everyone communicates at real time and the number of SNS opinion analyzing services is increasing. Meanwhile, new approach to acquire and analyze twitter data becomes necessary in TV advertisement system. This paper proposes LiveAD system, which store and analyze big data such as twitter data as well as analyze TV advertising effect based on twitter data. As a proof of concept, the proposed system has been implemented collecting and analyzing twitter data using Hadoop. The result of collected information over the system increases the chance of analyzing TV advertising effect on twitter in real-time.

• The Journal of the Korea Contents Association
• /
• v.13 no.11
• /
• pp.11-20
• /
• 2013

Recently, as SNS services have been increased, studies on recommendation schemes have been actively done. Recommendation scheme provides various favorable or needed services with users on real time. Group recommendation provides users with suitable groups based on their preference. In this paper, we propose a new group recommendation scheme considering user profiles and collaborative filtering in social networks. The proposed scheme can solve the problems of the static profile based group recommendation scheme because it collects the recent group activities and updates user profiles. It also recommends the more various groups by reflecting the similar tendencies of other users within a group through collaborative filtering. Our experimental results show that the proposed scheme recommends various groups that significantly considers the user's changing preferences compared to the existing scheme.