• 감성과학
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• 제24권4호
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• pp.79-90
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• 2021

Consumers have an increasingly active role in the marketing cycle, using social media channels to create, distribute, and consume digital content. In this context, this paper investigates the impact of user- and marketer-generated content on consumer purchase intentions and the approach to designing an effective social media marketing platform. Referencing a literature review of social media marketing and consumer purchase intentions, a case study of the social media-marketing platform, 0.8L, was undertaken using both qualitative and quantitative results through content analysis and a participatory survey. First, about 450 consumer reviews for ten sunscreen products posted on the 0.8L platform were compared with products' marketer-generated content. Next, 55 subjects participated in a survey regarding purchase intentions toward moisturizing creams on the 0.8L platform. The results indicated that user-generated content (i.e., texts and photos) provided more personal experiences of the product usage process, whereas marketers focused on distinctive product photos and features. Moreover, customer reviews (particularly high volume and narrative format) had more impact on purchase decisions than marketer information in the online cosmetics market. Real users' honest reviews (both positive and negative) were found to aid companies' prompt and straightforward assessment of newly released products. In addition to the importance of customer-driven marketing practices, distinctive user experience design features of a competitive social media-marketing platform are identified to facilitate the creation and sharing of sincere customer reviews that resonate with potential buyers.

• Asia pacific journal of information systems
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• 제33권3호
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• pp.541-572
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• 2023

Amazon Go is a cashierless convenience store concept, which is seen as a disruption in the grocery retail segment. Although Amazon Go has the ability to disrupt the retail segment, there are speculations on how Amazon Go will be perceived by users. Existing studies have not utilized user-generated content to understand the factors that affect customer behaviour in case of Amazon Go. Additionally, in case of phygital retail, studies have not attempted at understanding the effect of emotions and gratifications on user behaviour. To address the gap of exploring user perspectives based on their experience, we have examined the impact of gratifications and emotions on the acceptance of phygital retail using user-generated-content. A mixed-method approach has been utilized using only user-generated content. Utilizing topic-modelling based content analysis and emotion analysis on 30 articles related to Amazon Go, we found themes like, convenience, technology, experience, personalization, enjoyment and emotions like, bad, good, annoyance, success. In the empirical analysis, we have utilized 522 reviews about Amazon Go from the cognition and emotion theory stance, and found that hedonic gratifications have a positive impact on challenge emotions. We also found a significant impact of emotions on customer's favourite behaviour.

• 유통과학연구
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• 제13권8호
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• pp.73-80
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• 2015

Purpose - This study's objective is to analyze the content of the communications between users and producers based on the construal level theory. User generated content refers to content created in an online-based service where users and producers communicate interactively with each other. In a user generated content platform, the messages sent and received between the many players, the users and producers who use the content, may be analyzed at the psychological level based on construal level theory. Research design, data, and methodology - This study gathered user and producer participation through a snow-bowling sampling method. The data analyzed includes 125 video clips and 2,912 comments. The period of the data collection was from September 2014 to December 2014. The collected data was analyzed using a t-test and two-way ANOVA. Results - This study obtained the following research results. First, users who were a short social distance from producers responded to user participatory activities stated in concrete language rather than abstract language. In contrast, users who were at a longer social distance from producers tended to respond to the content requesting user participation through abstract language. Second, if users and producers were at a short social distance from each other, user preference increased more when a producer response to user participation was expressed concretely rather than when it was expressed abstractly. In contrast, if the users were at a longer social distance, users' preferences increased more when producer response was expressed abstractly rather than when it was expressed concretely. Conclusion - This study found that the effect of suitability, in which the social distance and the content were in congruence at the construal level, could be observed. Therefore, based on this, academic and practical implications were drawn. The three main insights of the study are as follows. First, firms can use psychological factors to analyze the message content of users in their distribution platforms. This study reveals managerial implications for marketing managers who want to take make use of this analysis of user and producer communications. This study indicates that the main factors include the concrete and abstract scores and social distance between users and producers. Second, we also provide the strategic guidelines to maximizing user preferences and other outcomes. The main dependent variable in this study is the user preference shift; the variable increases through the congruence effect; and the construal level is determined by the social distance between the users and producers and the type of producer response. The outcomes here from users can be utilized to develop several systemic strategies. One process to use the outcomes could be: (1) firms could measure the users and producers social distance; (2) calculate the concreteness or abstractness of the messages; and, (3) predict the user preference outcomes by the congruence between user and producer social distance and the abstractness or concreteness of the message content.

• 한국정보과학회논문지:소프트웨어및응용
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• 제31권8호
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• pp.1062-1072
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• 2004

협력적 여과 시스템은 ｛사용자-문서｝의 행렬을 기반으로 사용자에게 웹 문서를 추천하는 데 있어서 효율적인 시스템이다. 그러나 협력적 여과 시스템은 초기 평가 문제와 희박성으로 인하여 추천의 정확도가 저하된다는 단점을 갖는다. 본 논문에서는 협력적 여과 시스템의 희박성과 초기 평가 문제를 해결하기 위하여 사용자 프로파일을 생성시킴으로써 자동으로 선호도를 평가하는 방법을 제안한다. 본 논문에서 사용하는 프로파일은 협력적 여과 시스템에서의 ｛사용자-문서｝ 행렬을 기반으로 생성된 사용자 프로파일에 내용 기반 여과 시스템에서 연관 피드백을 이용하여 생성한 사용자 프로파일을 상호정보의 방법에 의해 병합함으로써 생성한 내용 기반 협력적 사용자 프로파일이다. 생성한 내용 기반 협력적 사용자 프로파일을 정규화시키고, 정규화한 프로파일을 협력적 여과 시스템의 ｛사용자-문서｝ 행렬에 반영함으로써 자동으로 선호도를 평가한다. 제안된 방법은 사용자가 웹 문서에 대해서 선호도를 평가한 데이터베이스에서 평가되었으며, 기존의 방법보다 보다 효율적임을 증명한다.

• 한국항행학회논문지
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• 제13권2호
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• pp.287-295
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• 2009

최근 정보기술의 발전과 더불어 사회적으로 많은 변화가 있는 것이 사실이다. 이러한 사회적 변화에 발맞추어, 기업에서는 새로운 수익모델을 찾고자 많은 노력을 기울이고 있다. 특히 최근에 문화와 정보기술을 융합한 디지털 콘텐츠가 많은 수익을 창출하게 되면서, 다수의 기업들이 UGC(User Generated Contents)와 같은 참여자 기반의 디지털 콘텐츠에 관심을 갖게 된 것이 사실이다. 본 논문에서는 선행연구를 통해 제시된 UGC의 속성과 유비쿼터스 정보기술로 구현할 수 있는 비즈니스를 분석하여, 유비쿼터스 정보기술 환경에서 UGC의 성공적인 비즈니스를 위한 속성을 제시하였다. 아울러, 문헌연구와 전문가 분석방법을 통해 본 논문에서 제시한 UGC 속성의 타당성을 검증하고자 하였다. 향후, 기업에서는, 본 논문의 연구 결과를 바탕으로, 참여자 기반의 디지털 콘텐츠 비즈니스를 성공적으로 개발할 수 있을 것 이다.

• Journal of Information Science Theory and Practice
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• 제2권3호
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• pp.6-17
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• 2014

The purpose of this study is to examine to what extent the context in which people interact with online information affects people's credibility perceptions. In this study, credibility assessment is defined as perceptions of credibility relying on individuals' expertise and knowledge. Context has been characterized with respect to three aspects: Context as user goals and intentions, context as topicality of information, and context as information activities. The data were collected from two empirical studies. Study 1 was a diary study in which 333 residents in Michigan, U.S.A. submitted 2,471 diary entries to report their trust perceptions associated with ten different user goals and nine different intentions. Study 2 was a lab-based study in which 64 subjects participated in performing four search tasks in two different information activity conditions - information search or content creation. There are three major findings of this study: (1) Score-based trust perceptions provided limited views of people's credibility perceptions because respondents tended to score trust ratings consistently high across various user goals and intentions; (2) The topicality of information mattered more when study subjects assessed the credibility of user generated content (UGC) than with traditional media content (TMC); (3) Subjects of this study exerted more effort into making credibility judgments when they engaged in searching activities than in content creation. These findings indicate that credibility assessment can or should be seen as a process-oriented notion incorporating various information use contexts beyond simple rating-based evaluation. The theoretical contributions for information scientists and practical implications for web designers are also discussed.

• 한국정보시스템학회지:정보시스템연구
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• 제29권1호
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• pp.267-287
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• 2020

Purpose Online platform companies can increase the spread of content by communicating with users who have diverse preferences through social networks. Previous studies show the mixed effect on the network overlap, and there was a limited examinations for the underlying mechanism. This study expects high academic and practical implications that can be provided by studying on the user's viewership network. The purpose of this research is to examine the effects of network overlap on the users' viewership for creators of user-generated content in YouTube. We explain the direct and in-direct effects through the content sharing and the valence of user ratings. Design/methodology/approach The data contains 45 channels and 4,085 video clips from YouTube. We control the effect of the categories, channel characteristics, and vide clip characteristics on the viewership. PROCESS macro were used to analyze the direct and in-direct effects of network overlap. Findings The analysis results showed that the network overlap directly affect on the users' viewership. The variable decreases the moderators (i.e., content sharing and the valence of user ratings). This result implies that the users can not satisfy their need for uniqueness which is achieved by content sharing and rating in the overlapped network.

• 통합자연과학논문집
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• 제14권2호
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• pp.35-40
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• 2021

In this paper, we proposed a multi-subject-level sentiment analysis model for user reviews using the Latent Dirichlet Allocation (LDA) method targeting user-generated content (UGC). Data were collected from users' online reviews of hotels in major tourist cities in the world, and 30 hotel-related topics were extracted using the entire user reviews through the LDA technique. Six major hotel-related themes (Cleanliness, Location, Rooms, Service, Sleep Quality, and Value) were selected from the extracted themes, and emotions were evaluated for sentences corresponding to six themes in each user review in the proposed sentiment analysis model. Sentiment was analyzed using a dictionary. In addition, the performance of the proposed sentiment analysis model was evaluated by comparing the emotional values for each subject in the user reviews and the detailed scores evaluated by the user directly for each hotel attribute. As a result of analyzing the values of accuracy and recall of the proposed sentiment analysis model, it was analyzed that the efficiency was high.

• International Journal of Advanced Culture Technology
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• 제8권2호
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• pp.146-158
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• 2020

As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.

• International Journal of Internet, Broadcasting and Communication
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• 제8권3호
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• pp.25-30
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• 2016

User-generated content (UGC) satirizing the presidential candidates was widespread during the 2016 election in Taiwan. Using an experimental design, this study explored the predictors of viewer agreement to satirical UGC, and its influence on viewer attitudes towards candidates after watching the satirical videos from YouTube. Results showed that participants' agreement with the satirical UGC was predicted by their political cynicism and political information efficacy, but not by candidate favorability. Watching the UGC satirizing the presidential candidates effected the favorability toward the male candidates but not the female candidate. In addition, the evidence suggested that the frequency of exposure to satirical UGC is related to political information efficacy, but not with political cynicism or candidate favorability.