• Title, Summary, Keyword: social networking sites

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The Sociological Antecedents of Brand Attachment: A comparison of Broadcasting and Passive Consumption on Social Networking Sites (상표 애착의 사회적 선행변수에 대한 연구)

  • Shin, Jong-Kuk;Park, Min-Sook;Ross, Corey Allen
    • Journal of Digital Convergence
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    • v.14 no.9
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    • pp.159-170
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    • 2016
  • In this study, the authors examine the ways in which social media ultimately affects the attachment of individuals to their favorite brands. Through an analysis of data using multiple linear regression, this study finds that SNS (social networking site) users that post status updates for a wide audience have no bearing on the individual's use of socialization agents. Those who consume social news passively are, however, likely to depend on socialization agents for determining their final purchase decisions. Socialization agents, both personal and non-personal, also play a role in the formation of brand attachment among individuals who depend on these social sources. Based on these results, marketers are encouraged to establish an online footprint of a social nature to formulate brand awareness and to provide a means for users of social media to improve their brand attachments to their favored brands. As this research was conducted exclusively in the predominantly collective culture of South Korea, further studies could attempt to analyze social networking use and socialization agent use via a cross-culture study, particularly one including an individualistic culture.

Does the Use of Social Network Sites and Mobile Phones Promote the Acquisition of Job-Related Information, Job Mobility and Entrepreneurship in Asia?

  • Skoric, Marko M.;Ji, Pan;Fu, Wayne Wei-Jen;Sim, Clarice Chwei Lin;Park, Yongjin
    • Journal of Contemporary Eastern Asia
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    • v.14 no.1
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    • pp.5-22
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    • 2015
  • This study examines how different uses of social network sites (SNS) and mobile phones (MP) to communicate with friends and business associates are related to the acquisition of job-related information, job mobility, and entrepreneurial intentions, using social capital as its main theoretical lens. To this end, a nationally representative, random digit dialing (RDD) survey was conducted in Singapore. Path analyses show that SNS interactions with friends are positively related to both bonding and bridging social capital. The former is linked with greater job mobility, the latter with entrepreneurship, and both are associated with more job-related information. SNS interactions with business contacts are directly positively related to job-related information and entrepreneurship. For mobile phones, interactions with friends are positively related to social capital, job information and entrepreneurship. Professional networking is associated with more bridging social capital, job information and job mobility. Bonding capital is found to be linked with greater job mobility, while bridging capital has a positive relationship with both entrepreneurship and job mobility.

Digital Diplomacy via Social Networks: A Cross-National Analysis of Governmental Usage of Facebook and Twitter for Digital Engagement

  • Ittefaq, Muhammad
    • Journal of Contemporary Eastern Asia
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    • v.18 no.1
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    • pp.49-69
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    • 2019
  • Over the last couple of years, digital diplomacy has become a fascinating area of research among Mass Communication, Peace and Conflict Studies, and International Affairs scholars. Social media and new technology open up new avenues for governments, individuals, and organizations to engage with foreign audiences. However, developing countries' governments are still lacking in the realization of the potential of social media. This study aims to analyze the usage of social media (Facebook & Twitter) by the two biggest countries in South Asia (Pakistan and India). I selected 10 government officials' social media accounts including prime ministers', national press offices', military public relations offices', public diplomacy divisions', and ministries of foreign offices' profiles. The study relies on quantitative content analysis and a comparative research approach. The total number of analyzed Twitter tweets (n=1,015) and Facebook posts (n=1,005) include 10 accounts, five from each country. In light of Kent and Taylor's (1998) dialogic communication framework, the results indicate that no digital engagement and dialogue occurs between government departments and the public through social networking sites. Government departments do not engage with local or foreign audiences through digital media. When comparing both countries, results reveal that India has more institutionalized and organized digital diplomacy. In terms of departmental use of social media, the digital diplomacy division and foreign office of India is more active than other government departments in that nation. Meanwhile, Pakistan's military public relations office and press office is more active than its other government departments. In conclusion, both countries realize the potential of social media in digital diplomacy, but still lack engagement with foreign audiences.

Facebook Me Right: Needs-Based Segmentation of Facebook Brand Page Users

  • Lee, Kiwon;Lim, Heejin
    • Fashion, Industry and Education
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    • v.15 no.1
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    • pp.12-28
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    • 2017
  • In the era of social media, marketers have struggled to understand and serve participants' diverse and multifaceted needs in a novel form of online brand community in the social-networking sites such as Facebook. Thus, this study identifies different groups of participants affiliated with Facebook brand pages based on their needs for brand connection. The need-based segments are validated by comparing results across foodservice and consumer goods. Results of cluster analysis reveal three distinct segments (i.e., residents, lurkers, and peepers) based on participants' functional, experiential, and incentive needs. Results of multivariate analysis of variance illustrate significant differences in relational tendencies for a brand of interest among these three groups. The three groups are profiled based on participants' engagement level. Findings of this study are expected to help marketers better understand the needs of diverse participants in their SNS-embedded brand community so they can develop tailored communication strategies for targeted groups.

Exploring Factors Influencing Users' Continuance Intention in Social Networking Sites (사회네트워킹 사이트 이용자 지속의도에 영향을 미치는 요인에 관한 탐구)

  • Park, Ji-Hong
    • Journal of the Korean Society for information Management
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    • v.25 no.4
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    • pp.205-226
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    • 2008
  • The success of social networking sites (SNSs) may depend on many factors. Continuance use of SNSs is one of these. Especially, in the Web environment where users can leave one service with a single mouse click, maintaining existing members cost much time and efforts. Without continuance use of SNSs, SNS-based service would not create any value. This study focused on identifying factors influencing users' continuance intention in SNSs. Based on relevant literature review, six influencing factors were initially identified. They were reputation, relational capital, knowledge quality, compatibility, personalization, and satisfaction. Web-based questionnaire survey was conducted and a total of 325 usable responses were collected. Reliability test and two rounds of exploratory factor analyses resulted in identifying five factors. The relationship between the factors and the continuance intention was tested by using multiple regression analyses. The analyses revealed that satisfaction was the most significant factor. Knowledge quality and relational capital also had significant effects while reputation and personalization did not have significant effect on continuance intention. Instead, reputation and personalization showed significance in influencing satisfaction.

Success Factors for Social Shopping: From the Combined Perspective of Social Capital Theory and Information System Success Model (소셜쇼핑의 성공요인: 사회적 자본이론과 정보시스템 성공모델의 관점에서)

  • Lee, Jungmin;Lee, Jae-Nam
    • Knowledge Management Research
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    • v.12 no.5
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    • pp.41-57
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    • 2011
  • Social commerce is simply a kind of e-commerce by adopting SNS(Social networking service). It has been spread as SNS is widely used all over the world. In this situation, companies attempt to make the best use of social commerce to understand its advertising effect and to sell more products and/or services they provide. Although social commerce is a recent trend in Korea, it is necessary for companies to find a way to effectively adopt and utilize the social commence. Therefore, the focus of this study is to identify critical success factors for social shopping. We generated 40 items to measure 8 constructs. Using data collected from 300 respondents who have experienced both SNS and social shopping, we analyzed our model and its hypotheses. The analysis result shows that social shopping customers don't use SNS to get information when they purchase products and/or services in social shopping web sites.

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Why Social Comparison on Instagram Matters: Its impact on Depression

  • Hwnag, Ha Sung
    • KSII Transactions on Internet and Information Systems (TIIS)
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    • v.13 no.3
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    • pp.1626-1638
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    • 2019
  • Social Networking Sites (SNS) provide people with unique online social interaction environments where users can disclose their thoughts, feelings, and opinions to their personal contacts. Although previous studies have suggested that such activities produce positive effects on SNS user well-being, this study considered potential negative effects by investigating the relationship between SNS use and depression. In particular, This stydy examined how specific activities are related to different types of social comparison (upward/downward/horizontal) and how these different types of social comparison influence depressed moods among college students. The analysis of a survey of 245 Instagram users found that (1) looking at other people's status updates and commenting on other people's photos influences upward social comparison, (2) frequency of Instagram use predicts upward/downward/horizontal social comparison, and (3) upward social comparison was postively associated with depression, while downward social comparison was negatively associated with depression. Furthermore, the path anlaysis show that social comparison mediates the effect of Instagram use on depression. It suggests that Instagram use does not directly increase depression but it can lead to depression when social comparison on Instagram triggers depression.

Online Social Network Interactions: A Cross-cultural Comparison of Network Structure on McDonald's Facebook Sites between Taiwan and USA

  • Chang, Hui-Jung
    • International Journal of Knowledge Content Development & Technology
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    • v.7 no.4
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    • pp.5-26
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    • 2017
  • A cross-cultural comparison of social networking structure on McDonald's Facebook fan sites between Taiwan and the USA was conducted utilizing the individualism/collectivism dimension proposed by Hofstede. Four network indicators are used to describe the network structure of McDonald's Facebook fan sites: size, density, clique and centralization. Individuals who post on both Facebook sites for the year of 2012 were considered as network participants for the purpose of the study. Due to the huge amount of data, only one thread of postings was sampled from each month of the year of 2012. The final data consists of 1002 postings written by 896 individuals and 5962 postings written by 5532 individuals from Taiwan and the USA respectively. The results indicated that the USA McDonald's Facebook fan network has more fans, while Taiwan's McDonald's Facebook fan network is more densely connected. Cliques did form among the overall multiplex and within the individual uniplex networks in two countries, yet no significant differences were found between them. All the fan networks in both countries are relatively centralized, mostly on the site operators.

Building a Korean Sentiment Lexicon Using Collective Intelligence (집단지성을 이용한 한글 감성어 사전 구축)

  • An, Jungkook;Kim, Hee-Woong
    • Journal of Intelligence and Information Systems
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    • v.21 no.2
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    • pp.49-67
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    • 2015
  • Recently, emerging the notion of big data and social media has led us to enter data's big bang. Social networking services are widely used by people around the world, and they have become a part of major communication tools for all ages. Over the last decade, as online social networking sites become increasingly popular, companies tend to focus on advanced social media analysis for their marketing strategies. In addition to social media analysis, companies are mainly concerned about propagating of negative opinions on social networking sites such as Facebook and Twitter, as well as e-commerce sites. The effect of online word of mouth (WOM) such as product rating, product review, and product recommendations is very influential, and negative opinions have significant impact on product sales. This trend has increased researchers' attention to a natural language processing, such as a sentiment analysis. A sentiment analysis, also refers to as an opinion mining, is a process of identifying the polarity of subjective information and has been applied to various research and practical fields. However, there are obstacles lies when Korean language (Hangul) is used in a natural language processing because it is an agglutinative language with rich morphology pose problems. Therefore, there is a lack of Korean natural language processing resources such as a sentiment lexicon, and this has resulted in significant limitations for researchers and practitioners who are considering sentiment analysis. Our study builds a Korean sentiment lexicon with collective intelligence, and provides API (Application Programming Interface) service to open and share a sentiment lexicon data with the public (www.openhangul.com). For the pre-processing, we have created a Korean lexicon database with over 517,178 words and classified them into sentiment and non-sentiment words. In order to classify them, we first identified stop words which often quite likely to play a negative role in sentiment analysis and excluded them from our sentiment scoring. In general, sentiment words are nouns, adjectives, verbs, adverbs as they have sentimental expressions such as positive, neutral, and negative. On the other hands, non-sentiment words are interjection, determiner, numeral, postposition, etc. as they generally have no sentimental expressions. To build a reliable sentiment lexicon, we have adopted a concept of collective intelligence as a model for crowdsourcing. In addition, a concept of folksonomy has been implemented in the process of taxonomy to help collective intelligence. In order to make up for an inherent weakness of folksonomy, we have adopted a majority rule by building a voting system. Participants, as voters were offered three voting options to choose from positivity, negativity, and neutrality, and the voting have been conducted on one of the largest social networking sites for college students in Korea. More than 35,000 votes have been made by college students in Korea, and we keep this voting system open by maintaining the project as a perpetual study. Besides, any change in the sentiment score of words can be an important observation because it enables us to keep track of temporal changes in Korean language as a natural language. Lastly, our study offers a RESTful, JSON based API service through a web platform to make easier support for users such as researchers, companies, and developers. Finally, our study makes important contributions to both research and practice. In terms of research, our Korean sentiment lexicon plays an important role as a resource for Korean natural language processing. In terms of practice, practitioners such as managers and marketers can implement sentiment analysis effectively by using Korean sentiment lexicon we built. Moreover, our study sheds new light on the value of folksonomy by combining collective intelligence, and we also expect to give a new direction and a new start to the development of Korean natural language processing.

Adolescent Perceptions of Social Media in a Pacific Rim Community

  • Holmes, Robyn M.;Liden, Sharon;Shin, Lisa
    • Child Studies in Asia-Pacific Contexts
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    • v.3 no.2
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    • pp.81-103
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    • 2013
  • This study explored social media use among 50 adolescents attending a public high school in a non-Western community. Adolescents participated in focus group interviews and completed a written self-report survey. Findings revealed that these teenagers use electronic communication forms such as phone texting and social networking sites to connect with friends and family. They show a preference for Facebook, YouTube, and Instagram, do not engage in risky Internet behavior, and acknowledge both positive and negative aspects of electronic communication forms. In addition, their selection of electronic communication forms is dependent upon several factors that include the strength of the relationship and type of discourse exchange. For example, they reserve phone texting and cell use, which are more private communication mediums for family and friends. Electronic communication did not replace face-to-face interactions; rather it complemented and extended those interactions. Findings support existing literature on adolescent social media use and those shared with other collectivist cultural groups.