• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.501-511
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• 2020

As more consumers are interested in sustainability issues and evaluate brands based on their social responsibility issues involved, firms are using social media platforms in order to communicate with consumers about Corporate Social Responsibility (CSR) activities. However, the current literature focuses mostly on factors drive engagement of promotional messages, while little evidence was found in the literature on how to design effective CSR messages on social media to engage consumers. Using over 3,000 branded posts on Facebook and Twitter, this research explores factors that help CSR messages become more engaging in social media. The results show that, on average, CSR messages had a negative significant effect on consumer engagement. However, CSR messages became more engaging when designed with emotional appeals, longer texts, and a hashtag. While marginal, CSR messages with informational appeals and humor undermined the effect of CSR messages on engagement. Finally, we explore different types of CSR messages by their beneficiary scope and the role of brands in the message and discuss what message contents drive more engagement in social media. This research contributes to the academic literature and managers by providing new insights on how to design CSR messages for effective communications in social media.

• Journal of the Korean Data and Information Science Society
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• v.24 no.3
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• pp.427-436
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• 2013

Social media is drawing attention among companies for its potential as a marketing tool. There are many types of social media and their characteristics are varied, and thus choosing the appropriate social media considering the purpose of the company is important. In this paper, we conduct comparative analysis on the popular social media such as Facebook, Twitter, Naver blog, Youtube, Cyworld and Me2day using multidimensional scaling method. The result shows that there are differences in the effectiveness of enhancing diverse dimensions of corporate image among social media. This result can be used in developing social media based marketing strategy.

• Knowledge Management Research
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• v.15 no.3
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• pp.37-66
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• 2014

Since social network service (SNS) has been widely used as a effective way for people to connect and communication with each other, the use of corporate SNS account also has increased. However, compared to a private SNS account, only few people have a continuous relationship with their corporate SNS account because the use of corporate SNS account tends to be one-time and temporary activity whenever the users just need events and information. Given the psychological side effects of using SNS, the relative lack of empirical studies on the impacts of emotional factor in SNS prevents the deeper understanding of the intention to continuous using corporate SNS account. Therefore, this study aims to explore key determinants of the intension to continuous using the corporate SNS account from a habit and emotional perspective. To bridge research gap, we attempt to divide emotional factor into the following 5 factors based on Mehrabian and Russell model (1974): intimacy, enjoyment (positive factor), privacy concern, anxiety (negative factor), arousal (arousal factor) and (dominant factor). The basic model is proposed to explore the effects of habit and emotional factors on the intension to continuous using the corporate SNS account. We then examine how the effects of habit and emotional factors differ depending on social media types (e.g., facebook and twitter). The results indicates that habit is related to emotional factors, and each emotional factor differently influences the intension to continuous using the corporate SNS account. The results also confirm that the effects of the habit and emotional factors on the intension to continuous using the corporate SNS account differ according to social media types. This study provides practical and useful guidance and the strategic marketing insight for managers in maintaining and improving the intension to continuous using the corporate SNS account.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.7
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• pp.273-280
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• 2022

The study aimed to determine the impact of societal participation on the customer loyalty of Saudi banks and identify the statistical differences in customer loyalty according to sex, age, education level, and occupation type. The independent variable is corporate societal participation, and the dependent represents customer loyalty. Corporate societal programs have two dimensions: social participation and philanthropic participation. The research population consists of Saudi workers in three sectors: government, military, and private reached 3.58 million people in 2021. The unit of analysis is the Saudi employee in one formal industry and dealing with the Saudi banks that offered corporate societal participation programs. The research used the appropriate stratified sampling method, and the recommended sample size reached 387 respondents. A fully structured questionnaire is used. The study concluded that corporate social programs have not impacted customer loyalty, while corporate philanthropy programs strongly affected customer loyalty. On the other hand, there are no differences in customer loyalty according to demographics (sex, age, education, and occupation type). Finally, the study presents a set of recommendations in the field of corporate social responsibility and develops the local communities.

• The Journal of Information Systems
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• v.32 no.2
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• pp.177-190
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• 2023

Purpose Recently, as a new business marketing tool, short form content focused on fun and interest has been shared as hashtags. By extracting positive and negative keywords from media audiences through comment analysis of social media news, various stakeholders aim to quickly and easily grasp users' opinions on major news. Design/methodology/approach YouTube videos were searched using the YouTube Data API and the results were collected. Video comments were crawled and implemented as HTML elements, and the collection results were checked on the web page. The collected data consisted of video thumbnails, titles, contents, and comments. Comments were word tokenized with the R program, comparing positive and negative dictionaries, and then quantifying polarity. In addition, social network analysis was conducted using divided positive and negative comments, and the results of centrality analysis and visualization were confirmed. Findings Social media users' opinions on issue news were confirmed by analyzing and visualizing the centrality of keywords through social network analysis by dividing comments into positive and negative. As a result of the analysis, it was found that negative objective reviews had the highest effect on information usefulness. In this way, previous studies have been reaffirmed that online negative information has a strong effect on personal decision-making. Corporate marketers will analyze user comments on social network services (SNS) to detect negative opinions about products or corporate images, which will serve as an opportunity to satisfy customers' needs.

• Journal of Distribution Science
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• v.20 no.3
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• pp.33-43
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• 2022

Purpose: More and more marketers use social media platforms to create and spread information called Marketer Generated Content (MGC) to inform consumers of products. MGC often embeds product purchase links, thus directing consumers to online distribution channels for online purchases. This study examined the effect of social media MGC on consumers' willingness to buy online in the anchor of consumers' perspective to answer the question of "how social media generated content support corporate online distribution". Research design, data, and methodology: According to the means-end-chain theory, we introduce perceived value and continuous following intention as chain mediators to explain the mechanism of MGC influence on consumers' online purchase intention and consider product type to discuss boundary conditions. Two experiments were designed to test hypothesizes. Results and Conclusion: First, emotional MGC (vs. informational MGC) has lower (higher) perceived utility (hedonic) value. Second, perceived value has a significant mediate role in the effect of MGC on continuous following intention. Third, perceived value and continuous following intention significantly and sequentially mediated the effect of MGC on online purchase intention. Through the sequential mediations of perceived utility value and continuous following intention, Informational MGC of search products significantly increase online purchase intentions. Another parallel sequential mediation, including perceived hedonic, emotional MGC of experience products, partially enhanced online purchase intentions. Finally, this study gives implications for how corporates can use social media MGC to promote product sales online.

• Asia Marketing Journal
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• v.20 no.1
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• pp.1-21
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• 2018

An increasing number of studies have examined the effects of corporate social responsibility (CSR) activities on corporate financial performance (CFP) in the service industry. However, the extant literature does not provide comprehensive insights into the conditions on which the CSR-CFP link relies. In this study, firms' marketing communication capability (MCC) is introduced as an important contingency variable, which determines the effects of CSR on the corporate financial performance, in the context of restaurant businesses. Multiple year data on the spending of public restaurant chains on different media are collected, and MCC is subsequently measured using the data envelope analysis. Then, a test is conducted to prove whether MCC moderates the relationship between CSR and firm financial performance. The empirical results support the hypothesis that MCC strengthens the effect of CSR on CFP. Through the findings, this research provides several interesting and important implications to the literature and managers of service firms.

• The Journal of Asian Finance, Economics and Business
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• v.5 no.2
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• pp.95-104
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• 2018

The purpose of this study is to investigate the impact of narcissism on employees' social media addiction and how it influences their job satisfaction and organizational commitment. And this study explores if perceived organizational support can moderate the relationship between narcissism and social media addiction. For this, this study collected data from 285 employees in Korean companies through a survey method and uses SPSS 18.0 for hierarchical regression analysis in the hypothesis test. First, organizational politics increases mood modification, withdrawal and tolerance among the sub-factors of social media addiction. Second, each phenomena of social media service addiction such as salience, withdrawal and tolerance decrease each relevant factors of job satisfaction and organizational commitment. Third, withdrawal and tolerance among the sub-factors of social media addiction play the mediating roles between narcissism and each relevant factors of job satisfaction/organizational commitment. Finally, perceived organizational support decrease the effect of narcissism on mood modification, withdrawal and tolerance among the sub-factors of social media addiction. This study provides some of managerial implications to corporate executives who try to manage organizational attitudes.

• Asia pacific journal of information systems
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• v.26 no.1
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• pp.41-65
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• 2016

What prevails in the today's research on social media is a functional view of technology. Technology is regarded as a set of technical devices used to conduct specific social functions, such as personal communication, social networking, public posting, and corporate advertising, among others. This paper proposes that such a functional view of technology renders social media research unduly limited and constrained in its scope, level, and direction of inquiry. Problematizing on some representative social media research efforts in the field of IS, this paper provides an alternative perspective, that is, to view social media as a technology-for-being that exerts a deeper level of influence on our existence, molding and shaping the nature and mode of being itself. Such a technology-for-being perspective has been rarely explored or subscribed to in the present IS social media research. Building upon the new conception of social media as a technology-for-being, this essay explores the quality of being in the context of social media. Five such qualities are discussed, including virtuality, materiality, externality, liquidity, and hybridity. The essay also explores the deep structural problems of research to guide future social media research. Six of such problems include Problematize-the-Natural, Follow-the-Actor, Welcome-the-Frankenstein, Weber-meets-Frankenstein, Freud-meets-Frankenstein, and Marx-meets-Frankenstein. The essay concludes with discussions on the implications of the essay, its limitations, and suggestions for future work.

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.1
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• pp.219-223
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• 2022

The Internet can deliver various information and services at the lowest cost without time and space constraints while targeting the world among all existing means of communication. Unlike traditional media such as TV, newspapers, and radio in the past, promotions through mobile environments allow target customers to use two-way low-cost, high-efficiency promotional strategies regardless of time and place. With the development of the Internet, social media has developed into a place to acquire information about favorite companies and their products. Social media greatly contributes to the production of text, photos, videos, and various networks, and has expanded global communication and communication media through the interaction and sharing of various information. In addition, through social media, users can communicate in various ways, reveal themselves, and share and exchange information such as knowledge and personal thoughts. In line with these changes, corporate marketers and sellers are striving to provide consumers with appropriate information more quickly. We aims to find out about social media marketing strategies useful for companies.