• Title, Summary, Keyword: SNS Perception

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Who Can be the Target of SNS Review Marketing? : A Study on the SNS Based Marketing Strategy (SNS 구매후기는 누구의 마음을 움직이는가? : 소셜 네트워크 서비스를 활용한 마케팅 전략 연구)

  • Shim, Seonyoung
    • Journal of Information Technology Services
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    • v.11 no.3
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    • pp.103-127
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    • 2012
  • With the advent of SNS (Social Network Services), the product reviews by friends in SNS are intensively utilized for online marketing. However, there is a lack of empirical evidence on the actual marketing effect of SNS reviews, although we need to identify who can be the target of SNS marketing in terms of customer attributes, preferences, or experiences. In this study, we investigate the moderating role of customer attributes in identifying the effect of SNS reviews on customer purchasing decision. As the moderating variables, we adopt 'information search experience' and 'perception of information overload'. Research results evidence that, in order to understand the effect of SNS reviews in a comprehensive manner, we need to examine it in the context of various related factors such as 'information search experience' and 'perception of information overload'. The results show that the persuading effect of SNS reviews for product purchasing is stronger for the customers with the lower information search experiences as well as the lower perception on the information overload on the web. This result delivers managerial implications on who can be the target customers of SNS marketing.

A Study on the Risk Perception and Acceptance of Location-based SNS Service of Smartphone Users (스마트폰 사용자의 위치기반 SNS 서비스에 대한 위험인식과 수용에 관한 연구)

  • Yun, Sung-Uk
    • Journal of Digital Convergence
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    • v.17 no.2
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    • pp.453-462
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    • 2019
  • This study investigates the relationship between controllability, severity, unrealistic optimism and risk perception of risk factors related to location - based SNS services for smartphone users. For this purpose, I surveyed university students who had experience using location - based SNS service. The main results are as follows. First, controllability has a statistically significant effect on unrealistic optimism. Second, Severity had a statistically significant negative impact on unrealistic optimism. Third, Controllability did not have a statistically significant effect on risk perception, Fourth, Severity did not have a statistically significant effect on perceived risk. Fifth, Unrealistic optimism had a statistically significant negative impact on perception of risk. The results of this study will contribute to the prevention of privacy incidents and the protection of smartphone users by using location - based SNS service. On the one hand, future research will need to look at the relationship between unrealistic optimism and risk prevention or coping behavior.

A Study on the Required Features of Social Network Service

  • Yoon, Jong-Soo
    • Journal of the Korea Society of Computer and Information
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    • v.20 no.7
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    • pp.77-84
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    • 2015
  • The study is to investigate which features are perceived by Social Network Service(SNS) users as the most required one to further boost the usage of service, and to examine the perception of these features of SNS sites varies according to their demographic and service usage characteristics. The study also is to suggest a few of research propositions on the relationships between required features of SNS sites and characteristics of SNS users, based on statistical analyses. To accomplish these research purposes, the study defined characteristics of SNS users including demographic(gender, age) and service usage one(start time of service usage, service usage place), and required features of SNS sites(system, service, information, emotion) based on the literature review of SNS. The results show, based on the statistical analyses using survey questionnaire on Korean and Chinese SNS users, that there are differences in perception of required features of SNS sites among the respondents grouped by age, start time of service usage, service usage place. Finally, the study proposed three research propositions, based on the analysis result, that could be used in SNS related researches in the future.

The Determinants of the Usage of Government Institutions' SNS (행정기관 SNS 이용의 결정요인)

  • Son, Dal-Ho;Yoo, Seong-Pil
    • The Journal of Information Systems
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    • v.24 no.3
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    • pp.95-114
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    • 2015
  • Purpose: This study was tried to investigate a structural relationship among key impacting factors and usage in SNS of government institutions. It was designed to research the processing property of SNS, the emotional property of SNS, and the service property of SNS for the SNS usage. Based on the research framework from the relationships among intrinsic SNS characteristics, social psychological characteristics, and the attitude of government institutions' SNS, the empirical research model and the hypotheses were established. Design/methodology/approach: Data for empirical study were collected from 453 of total distributed 500 by the structured questionnaire survey with SNS users of government institutions. The analysis was performed from effective 432 data, and the sample was mainly consisted of men, the thirty-old, and salesmen. Findings: The results showed that the emotional and service properties in intrinsic characteristics of SNS have a significantly positive effect to the value perception and the security variable in social psychological characteristics has a significant positive effects to the trust. Finally, the value perception has positive effects on both trust and use intention of government institutions' SNS. Meaning of these results is that intrinsic SNS characteristics, social psychological characteristics, and the attitude of government institutions' SNS have a significant effect on SNS usage.

Effect of Brand Personality, Brand-Self-image Congruence and Brand Affect on SNS Brand Recommendation (SNS 브랜드개성, 자아동일시, 브랜드감정이 SNS 추천의향에 미치는 영향)

  • Ha, Ju-Yong;Han, Youngju
    • The Journal of the Korea Contents Association
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    • v.15 no.7
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    • pp.389-402
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    • 2015
  • Due to tough competition among social network services, technological specification alone could not be an adoption factor by the users. Instead, emotional factors such as a brand image and feeling towards an SNS brand became important factors in service differentiation. This study examined Korean young users perception of brand personalities of three social network services, Facebook, Kakao Story, and Band. It also analyzed the influence of the perception of brand personality, brand-self-image congruence, and brand affect on brand recommendation to others. The authors conducted a survey of Korean college students. The results indicate that SNS users perceived three SNS's brand personalities differently, and the positive perception of an SNS service has a positive effect on brand recommendation. Brand personality, brand-self-image congruence, and brand affect combined determine brand recommendation. When the brand personality variable is statistically controlled, brand affect has strong effect on brand recommendation.

Effect of the Strength of Weak Ties & Emotional Perception on the Social Network Game's Diffusion (Strength of Weak Ties와 감성적 인식이 소셜네트워크게임(SNG)의 확산에 미치는 영향 연구)

  • Song, Myung-Bean;Yoo, Hyun-Gyu;Jo, Eun-Ae;Lee, Sang-Ho
    • Journal of Digital Convergence
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    • v.12 no.5
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    • pp.69-78
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    • 2014
  • This study deals with the digital policy proposal through the path modeling study on the effect of the strength of weak ties & emotional perception leading to the user's satisfaction, WOM between game users, and the verification on the effect of the emotional real name SNS on the social network game's diffusion. Researcher confirmed that the effect of the strength of weak ties & emotional perception led to the user's satisfaction, WOM of SNG. Even though weak tie, researchers estimate that the users emotionally interact with the real name relation effect of SNS. And effective factors for WOM are not a tie relationship or emotional interactivity of weak tie antecedently but user's satisfaction. As a result, though antecedent factors (weak tie & interactivity) had a positive effect as real name SNS, eventually powerful factor of making buzz was the SNG user's satisfaction. Thus researchers expect the practical policy proposition for government & corporation, which means SNG service providers more carefully manage the service satisfaction for WOM with SNG user's experience.

A Study on the Policy Implication on the Relation of Social Media & Movie industry : Focusing on Emotional Perception & Audience Trends (소셜미디어와 영화산업 관계의 정책적 함의 연구: 감성인식과 국내 영화 관객추세 분석을 중심으로)

  • Song, Myung Bean;Lee, Sang-Ho
    • Journal of Digital Convergence
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    • v.12 no.1
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    • pp.295-303
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    • 2014
  • This exploratory study deals with the digital policy proposal through emotional perception of real name SNS and WOM effect. Research was based on the audience trends analysis of the movies having official SNS sites and the movies not having official SNS sites among the opened 90 movies in Korea from 2012 to 2013. Therefore, researchers confirmed that the representative real SNS, facebook was utilized as emotional marketing tools and tried to analyze the effectiveness of SNS critically. The research results are the follows. First, the movies to actively utilize facebook showed statistically significant differences in terms of daily, weekly audience and seat share (occupancy ratio). It is indirectly confirmed that real name SNS such as facebook is much effective in WOM marketing. Second, in the daily trends and weekly trends, the movies showed a similar pattern and above all, the movies to actively take advantage of facebook maintained their audience trends. Thus the government and the corporation have to understand the emotional WOM effect of real name SNS for policy effectiveness. Therefore this study gives the contribution practically for boost up the policy effectiveness through emotional ripple WOM effect of the strength of weak tie of real name SNS.

A Study on the Factors Influencing Cyberbullying Behaviors among SNS Users (SNS 사용자의 사이버불링 행위에 영향을 미치는 요인에 관한 연구)

  • Mun, Changbae;Sura, Suaini;Ah, Jongchang
    • Journal of Information Technology Services
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    • v.14 no.1
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    • pp.175-194
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    • 2015
  • As the explosive growth of SNS users, SNS affects every aspect of our lives. Beyond the individual's scope there is a powerful influence in society. Now cyber bullying is a big problem of this society. To analyze the relationship between the SNS user features and cyber bullying phenomenon, various SNS user's personal and social characteristics were set to variables affecting the cyber bullying phenomenon on the SNS. For the research, questionnaire survey was conducted for total 200 subjects among 10~60 age band in each region across the country. We set a research model including the items that are found to be affected in cyber bullying through the prior researches. To analyze interrelation of cyber bullying phenomenon and the general characteristics of SNS users, multiple regression analysis and other analyses were conducted. As a statistical result, we found the correlation among variables and the suggestion points for a SNS platform development direction.

Empirical Study on Antecedents and Consequences of Users' Fatigue on SNS and the Moderating Effect of Habit (SNS에서의 사용자 피로감의 선행 및 결과 요인과 습관의 조절효과에 관한 실증연구)

  • Kim, Sanghyun;Park, Hyunsun
    • Journal of Information Technology Services
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    • v.14 no.4
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    • pp.137-157
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    • 2015
  • The development of Social Network Service (SNS) has brought many positive changes to the ways people communicate, interact and share information. However, using the SNS does not always leads to in a positive results, particularly when it is addictively used. In fact, the addictive use of SNS results in many negative effects in our society. Recently, SNS users feel negative emotions such as expecially stress and fatigue while using SNS. Thus, the purpose of this study is to empirically examine antecedents of user fatigue on SNS, which can be explained by the degree of Individual, environment and SNS characteristics. This study also examines consequences of user fatigue on SNS. Lastly, we examine the moderating effects of Habit among SNS fatigue, barrier of living and task performance decline. The data for empirical analysis were collected 401 responses on SNS users in Korea. The results of this study are as follows; First, reputation perception, loneliness, unwanted relation, privacy concern, information overload, social presence and interaction are significantly related to SNS fatigue. Second, SNS fatigue, barrier of living and Task performance decline are significantly related to discontinuous usage intention. Third, the moderating effect of Habit of SNS using is found in the relationship among SNS fatigue, barrier of living and task performance decline. Based on the results of this study, Theoretical and practical suggestions were discussed.

A Study on the Stress of Social Network Service and Using Reluctant Intention (SNS 스트레스와 이용의도저하에 관한 연구)

  • Park, Hyun-Sun;Kim, Sang-Hyun
    • The Journal of Information Systems
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    • v.24 no.2
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    • pp.53-72
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    • 2015
  • Purpose The purpose of this study was to investigate the factors affecting the users' stress and using reluctant intention to use social network service(SNS). This study especially focused on stress of SNSs' user. Because SNS has led to negative effects such as invasion of privacy, addiction and social overload recently. In addition, adverse effects of SNS had caused SNSs' user to feel stress and fatigue. Design/methodology/approach This study developed hypotheses to empirically examine the factors that affect SNS users' stress and using reluctant intention. In order to verify research hypotheses, this study collected data from 362 users who currently use the SNS in Korea. Further, we used the smartPLS analysis. Findings The results of this study are as follows; First, reputation perception, unwanted relation burden, privacy concern, information overload and interaction overload had a significant positive effect on SNS users' stress. But international influence had no significant positive effect on SNS users' stress. Second, SNS users' stress had a significant positive effect on using reluctant intention. The results of this study provides theoretical foundations on the research for dark side of SNS and implies that SNS providers are in need of exerting an effort to minimize the negative aspects.