The Journal of the Korea institute of electronic communication sciences (한국전자통신학회논문지)

Korea Institute of Electronic Communication Science (한국전자통신학회)
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SNS planning through analysis of office workers SNS use

직장인의 SNS 사용 분석을 통한 SNS 기획

  • 김은주 (서울벤처대학원대학교 경영학과) ;
  • 홍순근 (서울벤처대학원대학교 융합산업학과) ;
  • 황찬규 (서울벤처대학원대학교)
  • Received : 2013.07.11
  • Accepted : 2013.09.23
  • Published : 2013.09.30
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Abstract

After platform changed from PC-based internet to mobile, SNS became new interactive media which relaces face-to-face interaction. the SNS users have already begun to recognize SNS as daily necessity. SNS market has been subdivided. In other words, SNS has entered into a period of vertical SNS that focus on contents and specific target. Therefore, It is necessary to analyze users for SNS planners. For this reason, analyzing why office workers who have the most powerful purchasing power use SNS is meaningful for SNS planners. Therefore, in this study, we analyzed the reasons for using SNS of office workers by studying relationship among office workers' stress, social support, self-expression and the use of SNS. As a result, the use of SNS has a significantly positive correlation with social support and self-expression. The self-expression in the SNS is not associated with stress, but rather it is the characteristics of the office workers. However the social support in the SNS affects to stress.

PC기반의 인터넷에서 모바일로 플랫폼의 변화가 일어난 후 SNS가 대면 교류를 대체하는 새로운 대화 매체로 자리를 잡았다. 사용자들은 이미 SNS를 생필품으로 인식하기 시작했으며 나아가 SNS시장은 세분화 되고 있다. 즉, 특정 대상과 컨텐츠에 집중한 수직적(Vertical) SNS의 시대로 접어들었다고 볼 수 있다. 따라서 SNS기획에서 명확한 사용자 분석이 필요하며 이러한 시점에서 가장 구매력이 있는 직장인들이 SNS사용 이유를 살펴보는 것은 SNS사업자 입장에서는 의미가 있다. 이에 본 연구에서는 'SNS사용과 자기표현 및 사회적 지지와 직장인의 스트레스와의 관계'를 살펴봄으로써 직장인의 SNS사용 이유를 분석하였다. 그 결과 SNS 사용은 자기표현 및 사회적 지지와 관련 있었다. SNS에서의 자기표현은 직장인의 특성상 스트레스와 관련이 없었으나 SNS에서의 사회적 지지는 스트레스에 영향을 미치는 것을 확인하였다.

Keywords

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