• Journal of Digital Convergence
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• v.12 no.8
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• pp.67-76
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• 2014

In this study, we investigated opinion leaders' communication activities on Facebook and analyzed the differences of communication patterns on Facebook between Korean and US college students. As a primary source of information, we conducted an online survey to collect data from students currently enrolled at two different universities in US. Additionally, we utilized online survey data previously collected from Korean students. According to our analysis, we found that US male students had more active opinion leadership than Korean male students. Also, opinion leadership of Korean students' was significantly associated with both active and passive communication patterns on Facebook whereas opinion leadership of US students' was significantly associated with passive communication patterns.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.201-209
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• 2013

This study is an application of facebook (FB) as a strategic communication of viral marketing. Old fashioned advertising and public relation in facebook are not effective at social network service(SNS) environment, and a different marketing communication is needed because facebook is essentially oriented for building relationship among people. The study assumes that an opinion leader might exist at facebook and tries to find out how facebook users show a pattern of communication based on level of opinion leadership regarding a product. The findings showed that people with high opinion leadership communicated more actively than people with low opinion leadership. This study will contribute to segment seed consumers using opinion leadership in facebook.