• 복식문화연구
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• 제23권3호
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• pp.498-511
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• 2015

This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor's six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies

• Fashion, Industry and Education
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• 제15권1호
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• pp.1-11
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• 2017

The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling. The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits. In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits. The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.

• Asia pacific journal of information systems
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• 제30권1호
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• pp.53-71
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• 2020

The Internet and all of its possibilities and applications have changed individuals' lifestyles in relation to socializing, working, and how they spend their leisure time. Social networking sites (SNSs), such as Facebook or Instagram, are ideal settings for interacting with others but, unfortunately, they are also ideal settings for motivated offenders to commit cybercrimes. Thus SNS users may be more vulnerable to cybercrime. The purpose of this study is to investigate the occurrence of cybercrime victimization, specifically cyber-harassment, cyber-impersonation, and hacking. Self-report surveys collected from a sample of 147 respondents were examined using the moderated multiple regression analysis and a logistic regression analysis to determine possible relationships between SNS lifestyle exposure activities and cybercrime victimization. The results indicate moderate support for the application of lifestyle-routine activity theory (LRAT) to cybercrime victimization. Possible educational and managerial implications, as well as suggestions for future research, are discussed.

• 산경연구논집
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• 제5권1호
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• pp.27-37
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• 2014

Purpose - This study analyzed the characteristics of social networking sites (SNSs) using related literatures, and researched the models discussed in precedent studies, to investigate the effects of SNS characteristics upon consumers'awareness, purchase intention, and recommendation. The purpose of the study was to investigate the use of SNSs as a marketing tool. Design, methodology, and approach - For an empirical analysis, the author distributed questionnaires online and offline, to verify the models and hypotheses. Respondents were persons aged 17 or older, who were frequent users of SNSs. The questionnaire survey was conducted for 11 days from September 30, 2013 to October 10, 2013. The author distributed 450 copies and received 430 responses. Finally, 412 copies were used for the analysis after excluding 18 copies having poor answers. Results - The findings about SNS users' behavior could be used as material in the future use of SNS as a marketing tool. Further, the study provided not only theories about SNS characteristics, but also variables and items that were verified during the empirical study. Conclusions - Further studies are needed to overcome the limitations and to establish various kinds of SNS marketing strategies in detail.

• International Journal of Computer Science & Network Security
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• 제23권1호
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• pp.112-119
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• 2023

Traditionally used for networking computers and communications, the Internet has been evolving from the beginning. Internet is the backbone for many things on the web including social media. The concept of social networking which started in the early 1990s has also been growing with the internet. Social Networking Sites (SNSs) sprung and stayed back to an important element of internet usage mainly due to the services or provisions they allow on the web. Twitter and Facebook have become the primary means by which most individuals keep in touch with others and carry on substantive conversations. These sites allow the posting of photos, videos and support audio and video storage on the sites which can be shared amongst users. Although an attractive option, these provisions have also culminated in issues for these sites like posting offensive material. Though not always, users of SNSs have their share in promoting hate by their words or speeches which is difficult to be curtailed after being uploaded in the media. Hence, this article outlines a process for extracting user reviews from the Twitter corpus in order to identify instances of hate speech. Through the use of MPCA (Modified Principal Component Analysis) and ECNN, we are able to identify instances of hate speech in the text (Enhanced Convolutional Neural Network). With the use of NLP, a fully autonomous system for assessing syntax and meaning can be established (NLP). There is a strong emphasis on pre-processing, feature extraction, and classification. Cleansing the text by removing extra spaces, punctuation, and stop words is what normalization is all about. In the process of extracting features, these features that have already been processed are used. During the feature extraction process, the MPCA algorithm is used. It takes a set of related features and pulls out the ones that tell us the most about the dataset we give itThe proposed categorization method is then put forth as a means of detecting instances of hate speech or abusive language. It is argued that ECNN is superior to other methods for identifying hateful content online. It can take in massive amounts of data and quickly return accurate results, especially for larger datasets. As a result, the proposed MPCA+ECNN algorithm improves not only the F-measure values, but also the accuracy, precision, and recall.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.885-896
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• 2020

The purpose of this study is to shed light on the driving motivations of contributing social word of mouth on social networking sites (sWOM) toward both tangible and intangible products. In order to develop a research model, this study adopts the motivation theory and TAM model. Data was collected from 904 members of the cosmetic and restaurant communities by using the snowball method. After assessing the validity of all constructs, the structural equation modeling (SEM) is used to test the proposed hypotheses. Results show that personal motivations (satisfaction, opinion leadership, self-enhancement, and economic incentives) and characteristics of sWOM (Perceived Usefulness and Ease of Use) have positive effect on exposure and engagement behaviors. Here are our specific findings, (1) customer satisfaction positively affects online interactions on SNSs such as Like or Sharing a content; (2) sWOM contribution behavior exists in two structures (Exposure and Engagement) and affects each other; (3) This study combines two groups of personal motivation and TAM to conceptualize a research model; and (4) The motivations of contributing sWOM between a specified service and product are rather similar. These findings help digital managers to understand consumers' behavioral contributions on SNSs and also provide interesting insights for marketers.

• 경영정보학연구
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• 제24권4호
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• pp.55-76
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• 2022

사람들은 SNS를 일상적으로 사용하고 있다. SNS를 사용함에 있어 사람들은 의도적이든 그렇지 않든 자신의 개인정보를 노출하고 있다. SNS은 사람들이 자주 볼 수 없는 사람들과 소통할 수 있게 하는 등 장점을 제공하긴 하지만, 어두운 면도 가지고 있다. SNS 사용자 중에 일부는 정보제공자의 동의없이 SNS상에 있는 개인정보를 도용하기도 해 사회적인 문제로 대두되고 있다. 본 논문은 SNS상의 개인정보 침해에 영향을 미치는 요인에 대한 연구이다. 본 논문에서 SNS상에서 개인정보 침해는 수동적과 능동적 침해로 나눈다. 수동적 침해는 정보제공자의 동의 없이 정보를 수집하는 것을 말하는 것이며 능동적 침해는 정보제공자의 동의없이 정보를 유포하는 행위를 말한다. 본 연구를 통해 낮은 윤리의식이 수동적 침해와 능동적 침해를 즐거움으로 생각하는 것에 긍정적으로 영향을 미친다는 결과를 도출했다. 또한 낮은 윤리의식을 가진 사람일수록 다른 사람의 개인정보를 수집하는 것에 호기심이 많다라는 결론도 도출했다. 본 연구는 낮은 윤리의식 이외에도 즐거움, 호기심, 개인정보 침해의 피해자로서의 경험과 가해자로서의 경험 그리고 타인의 개인정보를 수집하거나 유포할 수 있다는 자기효능감이 수동적 그리고 능동적 개인정보 침해에 미치는 영향을 설문 자료를 통해 조사하였다.

• 국제지역연구
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• 제15권3호
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• pp.493-511
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• 2011

본 연구는 중국소비자들의 문화성향이 SNSs(Social Networking Sites)에서의 온라인 구전(eWOM) 행동에 어떠한 영향을 미치는 가를 분석하기 위해 실시되었다. 실증분석 결과 나타난 결과를 요약하면 다음과 같다. 첫째, 중국소비자의 집단주의 성향과 SNSs에서의 eWOM 행동 간의 관계에 관한 가설1, 2, 3을 실증 분석한 결과, 중국소비자의 집단주의성향은 SNS에서의 의견탐색행동과 통계적으로 유의한 정(+)의 관계를 가지는 것으로 나타나 가설1은 채택되었다. 그러나 중국소비자의 집단주의 성향과 의견선도 및 의견전달행동 간의 관계에 대한 가설2와 가설3은 통계적으로도 유의하지 않아 기각되었다. 다음으로 중국소비자의 불확실성 회피성향과 SNSs에서의 온라인 구전행동 간의 관계에 대한 가설4, 5, 6은 모두 가설에서 설정한 방향과 동일한 방향성을 가지는 것으로 나타났다. 마지막으로 의견탐색행동, 의견선도행동, 의견전달행동 간의 관계에 대한 가설7, 8, 9에 대한 검정결과, 의견선도행동이 의견전달행동에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 결과는 중국시장에서 SNSs를 활용한 마케팅 전략의 성공 가능성을 높이기 위해, 중국소비자의 어떠한 문화적 성향에 초점을 맞춰야 할 것인가에 대한 실무적 함의점을 제공 할 수 있을 것으로 기대된다.

• 디지털융복합연구
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• 제14권9호
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• pp.159-170
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• 2016

본 연구 사회적 미디어가 개인이 선호하는 브랜드에 대한 상표 애착에 미치는 영향에 대한 연구이다. 따라서 본 연구는 다중회귀분석을 통하여 다양한 참여자들에게 개인 신상정보를 공개하는 SNS 사용자는 사회화 대리인을 이용하는 것과는 아무 상관이 없다는 사실을 발견하였다. 그러나 사회적 뉴스를 소극적으로 이용하는 소비자들은 그들의 최종 구매의사결정을 확정하는데 사회화 대리인에 의존할 것이라는 결과가 나왔다. 인적 및 비인적 사회화 대리인은 이러한 사회적 발신인에 의존하는 개인들의 브랜드 어태치먼트 형성에 중요한 역할을 하는 것으로 드러났다. 이러한 연구결과를 바탕으로 마케터는 브랜드 인지도를 형성하기 위해 온라인 전략을 체계화할 필요성을 인식해야 하고 사회적 미디어 이용자들이 자사의 선호되는 브랜드에 대한 상표 애착을 증진시키기 위해 방법을 제공해야한다는 것을 알게 되었다. 집단주의 문화로 상징되는 한국 소비자 대상의 본 연구결과를 바탕으로 향후 개인주의 문화를 포함하는 비교연구 차원의 SNS와 사회화 대리인 연구의 필요성을 제기한다.

• 한국의류산업학회지
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• 제19권6호
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• pp.701-711
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• 2017

This research aimed to understand selfie behavior in social networking sites (SNSs). The research was conducted on the basis of the functional theories of attitude, verified self-presentation attitude, and self-expression attitude that affect selfie behaviors (i.e., taking selfies, posting selfies, and taking selfies for fashion product exposure). The moderating effect of satisfaction toward one's appearance was identified. The participants of the study were SNS users aged 20-30 years who had posted selfies in the past month. A survey was performed using an online panel of an international survey firm. The data were analyzed using hierarchical regression analysis on SPSS 22.0. Results corroborated that self-expression attitude affected the number of selfies taken but not the number of selfies posted and those uploaded for fashion product exposure. Self-presentation attitude exerted a significant effect on the number of selfies posted and those uploaded for fashion product exposure. When satisfaction toward one's appearance was high, self-presentation attitude increased the influence of the behaviors of posting selfies and uploading selfies for fashion product exposure. Self-expression attitude also significantly influenced the number of selfies taken due to the moderating effect of satisfaction toward one's appearance. This research was made meaningful by its quantitative analysis of selfie behavior in SNSs. The results confirmed the different functions of attitudes affecting selfie behavior. With the improved understanding of selfie behavior obtained from this research, Social Media marketing may be carried out in various industrial fields in the future.