• Title/Summary/Keyword: 소셜 마케팅

Search Result 233, Processing Time 0.028 seconds

A Study on the Online Perception of Chabak Using Big Data Analysis (빅데이터 분석을 통한 차박의 온라인 인식에 대한 연구)

  • Kim, Sae-Hoon;Lee, Hwan-Soo
    • The Journal of Society for e-Business Studies
    • /
    • v.26 no.2
    • /
    • pp.61-81
    • /
    • 2021
  • In the era of untact, the "Chabak" using cars as accommodation spaces is attracting attention as a new form of travel. Due to the advantages, including low costs, convenience, and safety, as well as the characteristics of the vehicle enabling independent travel, the demand for Chabak is continuously increasing. Despite the rapid growth of the market and related industries, little academic has investigated this trend. To establish itself as a new type of travel culture and to sustain the growth of related industries, it is essential to understand the public perception of Chabak. Therefore, based on the marketing mix theory and big data analysis, this study analyzes the public perception of Chabak. The results showed that Chabak has established itself as a consumer-led travel culture, contributing to the aftermarket growth of the automobile industry. Additionally, consumers were found to be increasingly inclined to enjoy travel economically and wisely, and actively share information through social media. This initial study on the new travel trend of Chabak is significant in that it employs big data analysis on a theoretical basis.

Determinants the Effect of Exposure Type of Short-form Branded Content on Consumer Response : Focusing on the Mediating Effect of Perceived Sense of Belonging (숏폼 브랜디드 콘텐츠 노출 유형이 소비자 반응에 미치는 영향: 인지된 소속감의 매개 효과를 중심으로)

  • Kim, Qurie;Choi, Jeonghye;Park, Kyung Min
    • The Journal of the Korea Contents Association
    • /
    • v.22 no.10
    • /
    • pp.642-657
    • /
    • 2022
  • The fourth industrial revolution became a decisive opportunity to increase our dependence on non-face-to-face services. Therefore, this study tried to derive a new strategic plan for non-face-to-face marketing by discussing the short-form branded content currently in the spotlight among the digital native generation. In particular, focusing on the phenomenon of co-viewing, where short-form branded content is viewed and communicated on social media, how exposure type of branded content affect attitudes toward short-form branded content and the products it contains verified. In addition, this research presents the perceived sense of belonging as a mediating variable. It was confirmed through an experiment whether the sense of belonging perceived by consumers during the co-viewing process significantly mediated the relationship between the exposure types and consumer attitudes. As a result of the study, it was found that the exposure type significantly affected the attitude towards the contents and the products contained in them. Furthermore, the perceived sense of belonging was also significant as a mediating variable.

The Study on Factors Affecting Customer Satisfaction with Airbnb Service (에어비앤비 서비스 이용고객들의 만족에 영향을 미치는 요인에 관한 연구)

  • Mun, Jun-Hwan;Kim, Tae-Yeon
    • Journal of Digital Convergence
    • /
    • v.20 no.5
    • /
    • pp.477-488
    • /
    • 2022
  • The purpose of this study is to examine how factors that select Airbnb service affect service satisfaction and the moderating effect according to marital status. The subjects of this study are customers who who have used Airbnb services in the metropolitan area. The questionnaire survey was conducted with 150 people, and the results were analyzed and hypothesis testing was performed using Structural Equation Model(SEM). As a result of the study, it has been found that price, online review, and Unique Experience Expectation(UEE) among the factors that selected Airbnb have positive effects on service use satisfaction. In addition, marital status has been found to play a mediating role among price, UEE and customer satisfaction. For single customers, price is an important factor influencing service satisfaction, but for married customers, it is not. In this sense, it is important not only to conduct marketing and promotions considering only gender, but also to provide services according to whether they are single or married.

Trend Analysis of Dance Performance Research Using Keywords and Topic Modeling of LDA Techniques (LDA 토픽 모델링 기법을 활용한 무용공연의 연구 동향 분석)

  • SI YU
    • Journal of Industrial Convergence
    • /
    • v.22 no.3
    • /
    • pp.13-25
    • /
    • 2024
  • This study explores research topics related to dance performances published in Korea based on big data and examines research trends that change according to the trend of the times. The results derived from topic modeling analysis are as follows. (1) Six major topics were derived: a study on marketing strategies and development plans for dance performances, (2) a study on the re-watching factors of dance performance space and performance satisfaction, (3) a study on the popularity and contribution of dance performances in the stage environment, (4) a study on the current status of dance performances and the convergence of dance group operations, (5) a study on the definition of dance performances using various social media, and (6) a study on the direction and development of technology-applied dance performance contents. Accordingly, research trends and topics related to dance, including dance performances, social changes, key keywords of researchers' change interests were extracted, and keywords were compared and analyzed to present academic changes and countermeasures. Accordingly, the need for research to apply new technologies was emphasized as it diversified and fused.

A study on cultural consumers of OTT original contents based on Text Mining, focusing on Netflix's 'Parasyte: The Grey' based on a comic book (텍스트 마이닝 기반 OTT 오리지널 콘텐츠의 문화소비자 연구, 만화 원작의 넷플릭스 '기생수: 더 그레이' 중심으로)

  • Oh Se Jong
    • The Journal of the Convergence on Culture Technology
    • /
    • v.10 no.6
    • /
    • pp.789-797
    • /
    • 2024
  • The study of cultural consumers plays an important role in selecting actors, location selection, marketing, and scenarios in movies and series, and in box office factors. In particular, the study of cultural consumers of OTT original contents can produce viewer-tailored works by utilizing massive viewing data, social media user analysis, and location-based information. The research method analyzed the emotional vocabulary of text mining N-gram, CONCOR, and Bayesian classifier machine learning. Through the Netflix work 'Parasyte: The Gray' based on a comic book, the analysis of cultural consumption patterns of cultural consumers, actor selection, implications of genre change, complex human emotional narrative, location selection, and the effects of VFX were analyzed. In addition, the changed story development and storytelling structure were examined through Dan Harmon's 8 stages of hero storytelling. This study will save costs and time in cultural content development and the entertainment industry through the response factors of cultural consumers in OTT original contents and considerations for production.

The Effect of Influencer's Characteristics and Contnets Quality on Brand Attitude and Purchase Intention: Trust and Self-congruity as a Mediator (소셜미디어 인플루언서의 개인특성과 콘텐츠 특성이 브랜드 태도와 구매의도에 미치는 영향: 신뢰와 자아일치성을 매개로)

  • Lee, Myung Jin;Lee, Sang Won
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
    • /
    • v.16 no.5
    • /
    • pp.159-175
    • /
    • 2021
  • This study attempted to analyze the relationship between influencer's characteristic factors such as professionalism, authenticity, and interactivity and content quality factors consisting of accuracy, completeness, and diversity on brand attitude and purchase attitude through trust and self-consistency. To reveal the structural relationship between main variables, a survey was conducted on 201 users. An EFA, CFA, and reliability analysis were performed to confirm reliability and validity. And structural equation was conducted to verify hypothesis. The main results are as follows. First, it was found that professionalism and interactivity had a significant positive effect on trust. And, accuracy, completeness, and variety were all found to have a significant positive effect on trust. Second, in the relationship between individual characteristic factors and self-consistency, it was found that professionalism and authenticity had a significant positive effect on self-consistency. In addition, in the relationship between content quality and self-consistency, accuracy, completeness, and diversity were found to have a positive effect on self-consistency along with trust. Third, in the relationship between trust and self-consistency on brand attitude and purchase intention, both trust and self-consistency were found to have a statistically significant positive effect on brand attitude. It was found that only self-consistency and brand attitude had a statistically significant positive effect on purchase intention. These findings showed that when users perceive professionalism and interaction with influencer, trust increases, and professionalism and progress increase self-consistency with influencer. In addition, in the case of content quality, it was found that trust and self-consistency responded positively when perceived content quality through content accuracy, completeness, and diversity. Also, trust and self-consistency increased attitudes toward brands and could influence consumption behavior such as purchase intention. Therefore, for effective marketing performance using influencer's influence in the field of influencer marketing, which has a strong information delivery on products and brands, not only personal characteristics such as professionalism, authenticity, and interactivity, but also quality of content should be considered. The above research results are expected to suggest implications for marketing strategies and practices as one available basic data to exert the expected effect of marketing using influencer.

Clustering Method based on Genre Interest for Cold-Start Problem in Movie Recommendation (영화 추천 시스템의 초기 사용자 문제를 위한 장르 선호 기반의 클러스터링 기법)

  • You, Tithrottanak;Rosli, Ahmad Nurzid;Ha, Inay;Jo, Geun-Sik
    • Journal of Intelligence and Information Systems
    • /
    • v.19 no.1
    • /
    • pp.57-77
    • /
    • 2013
  • Social media has become one of the most popular media in web and mobile application. In 2011, social networks and blogs are still the top destination of online users, according to a study from Nielsen Company. In their studies, nearly 4 in 5active users visit social network and blog. Social Networks and Blogs sites rule Americans' Internet time, accounting to 23 percent of time spent online. Facebook is the main social network that the U.S internet users spend time more than the other social network services such as Yahoo, Google, AOL Media Network, Twitter, Linked In and so on. In recent trend, most of the companies promote their products in the Facebook by creating the "Facebook Page" that refers to specific product. The "Like" option allows user to subscribed and received updates their interested on from the page. The film makers which produce a lot of films around the world also take part to market and promote their films by exploiting the advantages of using the "Facebook Page". In addition, a great number of streaming service providers allows users to subscribe their service to watch and enjoy movies and TV program. They can instantly watch movies and TV program over the internet to PCs, Macs and TVs. Netflix alone as the world's leading subscription service have more than 30 million streaming members in the United States, Latin America, the United Kingdom and the Nordics. As the matter of facts, a million of movies and TV program with different of genres are offered to the subscriber. In contrast, users need spend a lot time to find the right movies which are related to their interest genre. Recent years there are many researchers who have been propose a method to improve prediction the rating or preference that would give the most related items such as books, music or movies to the garget user or the group of users that have the same interest in the particular items. One of the most popular methods to build recommendation system is traditional Collaborative Filtering (CF). The method compute the similarity of the target user and other users, which then are cluster in the same interest on items according which items that users have been rated. The method then predicts other items from the same group of users to recommend to a group of users. Moreover, There are many items that need to study for suggesting to users such as books, music, movies, news, videos and so on. However, in this paper we only focus on movie as item to recommend to users. In addition, there are many challenges for CF task. Firstly, the "sparsity problem"; it occurs when user information preference is not enough. The recommendation accuracies result is lower compared to the neighbor who composed with a large amount of ratings. The second problem is "cold-start problem"; it occurs whenever new users or items are added into the system, which each has norating or a few rating. For instance, no personalized predictions can be made for a new user without any ratings on the record. In this research we propose a clustering method according to the users' genre interest extracted from social network service (SNS) and user's movies rating information system to solve the "cold-start problem." Our proposed method will clusters the target user together with the other users by combining the user genre interest and the rating information. It is important to realize a huge amount of interesting and useful user's information from Facebook Graph, we can extract information from the "Facebook Page" which "Like" by them. Moreover, we use the Internet Movie Database(IMDb) as the main dataset. The IMDbis online databases that consist of a large amount of information related to movies, TV programs and including actors. This dataset not only used to provide movie information in our Movie Rating Systems, but also as resources to provide movie genre information which extracted from the "Facebook Page". Formerly, the user must login with their Facebook account to login to the Movie Rating System, at the same time our system will collect the genre interest from the "Facebook Page". We conduct many experiments with other methods to see how our method performs and we also compare to the other methods. First, we compared our proposed method in the case of the normal recommendation to see how our system improves the recommendation result. Then we experiment method in case of cold-start problem. Our experiment show that our method is outperform than the other methods. In these two cases of our experimentation, we see that our proposed method produces better result in case both cases.

A Comparative Study of Information Delivery Method in Networks According to Off-line Communication (오프라인 커뮤니케이션 유무에 따른 네트워크 별 정보전달 방법 비교 분석)

  • Park, Won-Kuk;Choi, Chan;Moon, Hyun-Sil;Choi, Il-Young;Kim, Jae-Kyeong
    • Journal of Intelligence and Information Systems
    • /
    • v.17 no.4
    • /
    • pp.131-142
    • /
    • 2011
  • In recent years, Social Network Service, which is defined as a web-based service that allows an individual to construct a public or a semi-public profile within a bounded system, articulates a list of other users with whom they share connections, and traverses their list of connections. For example, Facebook and Twitter are the representative sites of Social Network Service, and these sites are the big issue in the world. A lot of people use Social Network Services to connect and maintain social relationship. Recently the users of Social Network Services have increased dramatically. Accordingly, many organizations become interested in Social Network Services as means of marketing, media, communication with their customers, and so on, because social network services can offer a variety of benefits to organizations such as companies and associations. In other words, organizations can use Social Network Services to respond rapidly to various user's behaviors because Social Network Services can make it possible to communicate between the users more easily and faster. And marketing cost of the Social Network Service is lower than that of existing tools such as broadcasts, news papers, and direct mails. In addition, Social network Services are growing in market place. So, the organizations such as companies and associations can acquire potential customers for the future. However, organizations uniformly communicate with users through Social Network Service without consideration of the characteristics of the networks although networks have different effects on information deliveries. For example, members' cohesion in an offline communication is higher than that in an online communication because the members of the offline communication are very close. that is, the network of the offline communication has a strong tie. Accordingly, information delivery is fast in the network of the offline communication. In this study, we compose two networks which have different characteristic of communication in Twitter. First network is constructed with data based on an offline communication such as friend, family, senior and junior in school. Second network is constructed with randomly selected data from users who want to associate with friends in online. Each network size is 250 people who divide with three groups. The first group is an ego which means a person in the center of the network. The second group is the ego's followers. The last group is composed of the ego's follower's followers. We compare the networks through social network analysis and follower's reaction analysis. We investigate density and centrality to analyze the characteristic of each network. And we analyze the follower's reactions such as replies and retweets to find differences of information delivery in each network. Our experiment results indicate that density and centrality of the offline communicationbased network are higher than those of the online-based network. Also the number of replies are larger than that of retweets in the offline communication-based network. On the other hand, the number of retweets are larger than that of replies in the online based network. We identified that the effect of information delivery in the offline communication-based network was different from those in the online communication-based network through experiments. So, you configure the appropriate network types considering the characteristics of the network if you want to use social network as an effective marketing tool.

A Comparative Study of Domestic Travel Patterns and Determinant Factors Affecting Satisfaction by Generations (대한민국 국민의 세대별 국내여행 방식 및 만족도 영향요인)

  • Mi-Sook Lee;Yoon-Joo Park
    • Information Systems Review
    • /
    • v.22 no.2
    • /
    • pp.137-166
    • /
    • 2020
  • While South Koreans overseas travelling rate has been increased every year, domestic travelling rate has been at a standstill for several years. The purpose of this study is to analyze domestic traveling styles of Koreans according to their generations in order to provide generation-specific traveling services. For this purpose, we categorized the survey respondents into four different generations, which are Millennium (age 19~34), X generation (35~54), Baby Boomer (55~64) and senior by following the criterions of the Korea National Tourism Organization. After then, we analyze factors related to travel preparation process, the actual traveling activities and satisfaction after the travel. In this study, 16,713 data collected by the Ministry of Culture, Sports and Tourism are used. The results of this study show that Korean people tends to acquire domestic traveling information from their own or acquaintances past experiences. Also, they do not prefer the organized trip for domestic travels, thus do not buy package products a lot. In addition, natural scenery, rich in cultural heritage, and convenient accommodation are the most important determinant factors affecting the overall travel satisfaction of level for all generations. The traveling characteristics for each generation are as follows. Millennium get traveling information from the internet a lot, and more specifically, they refer portal sites and social network services (SNS) in many cases. Also, they tend to travel in summer peak season to popular destinations and pursues active traveling experiences. Generation X has similar traveling patterns with Millennium, however they major transportation method is using their own car. Also, transportation convenience and satisfactory leisure activity are important factors affecting the overall satisfaction level to Generation X. On the other hand, Baby boomer generation has a greater emphasis on appreciation of nature, visiting famous restaurants, and relaxation, rather than actively participating experiencing programs. They travel evenly in summer and spring/fall season to many different areas instead of focusing on popular tourist spots. In addition, shopping and eating delicious food are the important factors affecting the overall satisfaction level for them. Lastly, Senior generation has similar characteristics with Baby boomer in many ways, however, they travel a lot on the same day using public transportations or car rental service. They prefer spring and autumn trips rather than summer peak season, and tend to buy packaged travel products a lot compared with other generations. If these different traveling characteristics of each generation are considered for organizing and customizing tourism services, it is expected that domestic tourism satisfaction level will be ultimately increased.

Motive on Social Networking Service Usage of Restaurant Customers (외식소비자의 소셜네트워킹서비스(SNS) 활용 동기에 관한 연구)

  • Shin, Seo-Young;Cha, Sung-Mi
    • Culinary science and hospitality research
    • /
    • v.19 no.1
    • /
    • pp.121-138
    • /
    • 2013
  • The purpose of this study was to examine the structural relationships among the motives on Social Networking Service(SNS) of restaurants customers, attitude toward SNS, and intention to use. Using a quota sampling method, data were collected from 273 residents of the whole country who were in their 10~50s. The PASW Statistics 18.0 and AMOS 17.0 statistical package were used for the analysis. The hypothesized relationships of the model were tested simultaneously using a structural equation model(SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$=287.558(df=155) p<.000, CMIN/df=1.855 GFI=0.905 NFI=0.887, IFI=0.944, TLI=0.931, CFI=0.943, RMSEA=0.056, RMR=0.025. The results showed that recreational motive(${\beta}$=0.238) and functional motive(${\beta}$=0.467) had a positive effect on the attitude toward SNS. Attitude had a positive effect on the intention of using SNS. The results enable the marketers of restaurants to develop SNS marketing strategies that motivate customers.

  • PDF