• Proceedings of the Korean Information Science Society Conference
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• 2012.06d
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• pp.238-240
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• 2012

세계 최대 규모의 SNS인 페이스북은 사용자 사이의 관계를 맺어주는 서비스를 넘어 조직, 상표와 같은 현실의 객체를 온라인상으로 표현하는 페이지를 통해 사람들과 소셜 관계를 맺어주는 서비스를 지원한다. 페이지는 페이스북 사용자와 소셜 관계를 맺음으로써 펜 관리, 홍보 등의 목적으로 이용된다. 본 논문에서는 QR 코드를 이용하여 페이스북 페이지와 사용자 사이의 손쉬운 소셜 관계를 맺는 방법을 제안하고 이를 바탕으로 디지털 마케팅을 지원하는 스마트 폰 어플리케이션을 개발하였다. 개발된 어플리케이션은 자신의 페이스북 페이지 정보를 QR 코드에 저장하는 기능을 제공한다. 그리고 사람들에 의해 배포된 QR 코드를 통해 페이지와 관계를 맺고 페이지에 관련된 글을 페이스북에 게시하는 기능을 제공한다.

• Annual Conference of KIPS
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• 2011.11a
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• pp.1270-1271
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• 2011

소셜 네트워크 서비스는 가트너에서 2011년에 이어 2012년에도 각광받을 기술의 하나로 선정된 만큼 미래 인터넷의 핵심 키워드 중 하나로도 뽑히며, 엔터테인먼트, 검색, 방송, 커머스 등의 여러 가지 서비스와 직접 연결된다. 이러한 소셜 네트워크 서비스 가운데 하이브리드형 서비스는 사용자의 정보를 관리 및 파악하여 사용자가 원하는 제품을 예측하고 추천해주고 있으며, 이를 위해 그래프 마이닝 기술을 적용하고 있다. 하지만 그래프 마이닝 기술은 아직 복잡한 그래프 구조의 데이터에서 정보를 추출하기에 제약사항들이 발생하므로 이에 대하여 많은 연구가 활발히 이루어지고 있다. 이러한 그래프 마이닝 기술을 나아가 더 발전시켜 활용하면 기존의 하이브리드형 서비스에서 사용자의 정보를 파악하여 충성도를 높여줄 뿐 아니라 기업에서의 타켓 마케팅과 원투원 마케팅을 가능하게 해주고 기존 사용자에 대한 교차 판매와 격상판매의 전략들을 도출할 수 있을 것이다.

• Journal of Digital Convergence
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• v.16 no.12
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• pp.579-591
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• 2018

The purpose of this research is to increase an understanding of social media users and construct a strategic, administrative foundation to measure the efficiency of communicating with them by validly classifying components of social media users' value expectation(VE). Reviewing prior research, in-depth interviews as qualitative research, pre-test and main survey as quantitative research are conducted. The result of quantitative research shows that social media users' VE was categorized in terms of utilitarian, hedonic, relational, self-evident, ethical, system functional, participative, self-ostentatious, and self-hiding perspectives. The significance of this study is as follows: 1) It views communication, psychology, marketing, media and etc. related fields from an integrated perspective. 2) It segments and categorizes social media users' VE from a practical perspective. 3) It contributes to constructing a foundation to predict, confirm, and manage social media users' attitudes from an administrative perspective. Thus, this research will aid future research on social media users' attitude using the constructed VE components as variables and future research that uses this as a basis to find media effects.

• Journal of Intelligence and Information Systems
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• v.18 no.2
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• pp.107-130
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• 2012

In Twitter, a user can post a message below 140 characters on his/her account, and can also repost a message of other users who the user follows. The message posted by the user in turn can be seen and reposted by other users who follow the user, which is called Re-tweet (RT). While some messages spread widely, other messages have relatively less or no RT. What factors cause these quantity variances of RT originated from original messages? How can the messages become influential in online social networks? As an effort to answer the above questions, we focused on information vividness, message characteristics, and originator characteristics. In perspective of managerial implication, we expect that the findings of this paper will provide corporations with helpful insight on the Word-of-Mouth (WOM) effect for efficient and effective advertisements and communications when they send a message of new products or services through Social Network Services. In perspective of academic implication, we identify the effect of contents of a message on WOM, which has been dealt with by few social network researches.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2013.10a
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• pp.955-956
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• 2013

최근 블로그, 카페 및 SNS(Social Network Service)와 같이 다양한 소셜 네트워크 환경을 통해 사용자 자신의 의견 등을 표현하고 있다. 이에 이러한 데이터를 수집 분석하는 시스템을 개발하는 업체에서는 소셜 네트워크 상의 정보를 수집하여 데이터의 패턴을 분석하여 마케팅 등에 이용하는 기술을 제안하고 있다. 그러나, 기존 기술에서는 소셜 네트워크 상에 존재하는 다양한 유형의 문서나 정보를 모두 수용할 수 없어서 그 분석에 제한이 있다. 본 논문에서는 이러한 문제점을 해결하기 위해 소셜 네트워크 정보를 실시간으로 수집 및 분석함에 있어서, 소셜 네트워크상에 존재하는 다양한 유형의 문서나 정보를 모두 수용할 수 있고, 이용자의 필요에 따라 분석 결과를 제공할 수 있는 소셜 네트워크 정보 수집 및 분석 시스템을 제공하고자 한다.

• 프린팅코리아
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• v.13 no.2
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• pp.122-123
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• 2014

소설미디어의 폭발적인 증대는 마케팅 분야에서 가장 뜨거운 이슈의 하나가 됐다. 미디어 환경의 변화를 이끄는 한편, 호기심과 도전, 두려움과 방어라는 숙제를 인쇄업체에게 안겨줬다. 하루가 다르게 진화하는 수많은 사용자 편의 프로그램을 선보이는 페이스북, 트위터, 링크드인 등의 수많은 소셜미디어가 인쇄업계에게 '이래도 보고만 있을 텐가'라며 화두를 던지고 있다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.11
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• pp.5522-5529
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• 2013

The purpose of this study was to look into the marketing strategies of social commerce companies by analyzing the relationships among the environment, strategy and performance in social commerce. For that, the environment condition and components of marketing strategy were derived based on the marketing mix by analyzing the related contents published in 3,783 articles on newspapers dated from April 2010 to March 2013. UV(Unique Visitor) and PV(Page View) for each social commerce site were used as surrogates for performance. The results of study revealed the relationship of the marketing strategies to the changes in environment conditions towards negative conditions such as the spread of buyer anxiety. In the "strategy-performance" relations, the product element and external sales promotion element had high correlation with the performance. Finally, a difference was found in the marketing strategies of social commerce companies. High correlation was found in all aspects between the UV and PV marketing elements in the case of Coupang, while the correlation with the UV was low and the environment also showed relatively low correlation level in the case of WEmakePRICE. Thus, this study is considered to provide useful basis for the social commerce companies to map out and implement the marketing strategies, and is significant in that it applied the marketing mix to the special market environment such as social marketing.

• Journal of the Korea Society of Computer and Information
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• v.24 no.12
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• pp.85-92
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• 2019

Companies can identify user groups or consumption trends by collecting and analyzing opinions of many users on special subjects or their products as well as utilize them as various purposes such as predicting some specific trends or marketing strategies. Therefore current analyzing tools of social media have come into use as a means to measure the performances of social media marketing through network's statistical analysis. However these tools require expensive computing and network resources including burden of costs for building up and operating complex software platforms and much operating know-how. Hence, small companies or private business operators have difficulty in utilizing those social media data effectively. This paper proposes a framework applied into developing analysis system of social media. The framework could be set up and operate the system to extract necessary social media's data. Also to design the system, this study suggests a meta-model of proposed framework and to guarantee completeness and consistency, a formal specification of meta-model by using Z language is suggested. Finally, we could verify the clearness of framework's design by performing Z model checking of formal specification's output through Z-EVES tool.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.270-281
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• 2021

The emergence of social media and technical development of smart phone allows media users to produce, share and spread a variety of contents, which results in a big change in their media usage pattern. Among those changes, the most prominent one is Youtube's powerful growth. Creators' enthusiastic content productions and users' active sharing actions are caused of the growth. Recently, creators give a powerful effect on users as social media influencer, and the practice of influencer marketing has been focused. This current study is examined the effects of parasocial interaction and relationship on brand attitude and purchase intention. Specially, parasical interaction is divided into identification, interest, and experience parasocial interaction, and the divisions of relationship are trustworthy, friendship, understanding, and commitment. As a result, interest and trustworthy are significant predictors of brand attitude. Also, experience parasocial interaction is negative and friendship is positive predictors of purchase intention. Theoretical and practical implication are discussed.

• Product Safety
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• s.206
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• pp.22-23
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• 2011