• Asia pacific journal of information systems
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• v.29 no.4
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• pp.591-614
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• 2019

With the proliferation of social media, it has become easier for people to spread rumors online, which can aggravate the issues arising from online rumors. There are many individuals and organizations that are adversely affected by malicious online rumors. Despite their importance, there has been little research into why and how people spread rumors online, thus inhibiting the understanding of factors that affect the spreading of online rumors. With attention seeking to address this gap, this paper draws upon the dual process theory and the de-individuation theory to develop a theoretical model of factors affecting the spreading of an online rumor, and then empirically tests it using survey data from 211 individuals about a specific rumor. The results indicate that the perceived credibility of the rumor affects the individuals' attitudes toward spreading it, which consequently affects the rumor spreading behavior. Vividness, confirmation of prior beliefs, argument strength, and source credibility positively influence the perceived credibility of online rumors. Finally, anonymity moderates the relationship between attitude toward spreading online rumors and the spreading behavior.

• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

• Journal of Information Processing Systems
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• v.15 no.4
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• pp.853-864
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• 2019

Microblogging services (such as Twitter) are the representative information communication networks during the Web 2.0 era, which have gained remarkable popularity. Weibo has become a popular platform for information dissemination in online social networks due to its large number of users. In this study, a microblog information dissemination model is presented. Related concepts are introduced and analyzed based on the dynamic model of infectious disease, and new influencing factors are proposed to improve the susceptible-infective-removal (SIR) information dissemination model. Correlation analysis is conducted on the existing information dissemination risk and the rumor dissemination model of microblog. In this study, web hyper is used to model rumor dissemination. Finally, the experimental results illustrate the effectiveness of the method in reducing the rumor dissemination of microblogs.

• KIPS Transactions on Software and Data Engineering
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• v.8 no.7
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• pp.275-288
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• 2019

In this paper, we consider a rumor source inference problem when sufficiently many nodes heard the rumor in the network. This is an important problem because information spread in networks is fast in many real-world phenomena such as diffusion of a new technology, computer virus/spam infection in the internet, and tweeting and retweeting of popular topics and some of this information is harmful to other nodes. This problem has been much studied, where it has been shown that the detection probability cannot be beyond 31% even for regular trees if the number of infected nodes is sufficiently large. Motivated by this, we study the impact of query that is asking some additional question to the candidate nodes of the source and propose budget assignment algorithms of a query when the network administrator has a finite budget. We perform various simulations for the proposed method and obtain the detection probability that outperforms to the existing prior works.

• Korean journal of communication and information
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• v.84
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• pp.152-188
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• 2017

This study stereotyped the media on the basis of ideological inclinations and media types and explored the news coverage through word analysis, network analysis, and frame analysis. There was no difference between conservative media and progressive media in terms of the amount of news. The conservative mainstream media considered the THAAD rumor as an unnecessary misunderstanding and a rumor based conflict of the south-south. The progressive mainstream media mentioned much about Hwang Gyoan, external influences, and lies and highlighted the government's opinion that there was external influence that spread a vicious rumor. Conservative media mentioned on the bringing about social disturbance and in case of progressive media mentioned social disturbance, and progressive media mentioned the responsibility of government and the attitude of conservative media about the diffusion of the rumor. In conclusion the press framed the THAAD rumor on the basis of their ideological inclinations instead of the role of journalist.

• International Journal of Computer Science & Network Security
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• v.21 no.11
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• pp.73-80
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• 2021

Nowadays microblogs have become the most popular platforms to obtain and spread information. Twitter is one of the most used platforms to share everyday life event. However, rumors and misinformation on Arabic social media platforms has become pervasive which can create inestimable harm to society. Therefore, it is imperative to tackle and study this issue to distinguish the verified information from the unverified ones. There is an increasing interest in rumor detection on microblogs recently, however, it is mostly applied on English language while the work on Arabic language is still ongoing research topic and need more efforts. In this paper, we propose a combined Convolutional Neural Network (CNN) and Long Short-Term Memory (LSTM) to detect rumors on Twitter dataset. Various experiments were conducted to choose the best hyper-parameters tuning to achieve the best results. Moreover, different neural network models are used to evaluate performance and compare results. Experiments show that the CNN-LSTM model achieved the best accuracy 0.95 and an F1-score of 0.94 which outperform the state-of-the-art methods.

• Journal of Korean Medical classics
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• v.34 no.2
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• pp.127-168
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• 2021

Objectives : First, the time of publication of the writing Jinjeong(陳情), was identified with consideration of current affairs at the time in Hamgyeongdo. Second, the relevance between agricultural policies and military/defense policies were identified. Third, based on these findings, the phrase "洋醜之漁獵頻泊汊 港, 峩人之耕牧恒據沿䐉" was throughly examined within its historical context. Methods : First, the time of publication of the writing Jinjeong(陳情), was identified with consideration of current affairs at the time in Hamgyeongdo. Second, the relevance between agricultural policies and military/defense policies were identified. Third, based on these findings, the phrase "洋醜之漁獵頻泊汊 港, 峩人之耕牧恒據沿䐉" was throughly examined within its historical context. Results & Conclusions : 1. The Jinjeong(陳情) of the Dongmuyugo(東武遺稿) is a writing on crossing borders into the Maritime Province of Siberia, which was written between the end of September and December of 1870. 2. The phrase "洋醜之漁獵頻泊汊港" is related to the incident when a handover line was at anchor in the Unggi harbor three times in 1869. 3. "我人之耕牧恒據沿海" refers to the rumor spread in 1870 about Russia being an ideal country that practiced ideal politics, to the extent of cattle and horse being gifted to immigrants into the country.

• Journal of Information Technology Applications and Management
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• v.19 no.2
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• pp.197-215
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• 2012

SNS has been recognized as a means of expanding social capital by promoting interaction and efficient communication among users. On the other hand, there are serious concerns on negative side of social network which is often called epidemics. Trust plays a critical role in controlling the spread of distorted information and vicious rumor as well as reducing uncertainties and risk from unreliable users in social network. This study focuses on what the antecedents of interpersonal trust are in social network. We performed online survey from 252 Twitter users and tested candidate antecedents which are chosen from previous literature. As a result, propensity to trust of trustor, ability and sincerity of trustee, intimacy between trustor and trustee significantly affected to the interpersonal trust in Twitter.

• Asia pacific journal of information systems
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• v.30 no.1
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• pp.1-20
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• 2020

Malicious rumors often emerge online. However, few studies have examined why people spread online rumors. Recognizing that spreading online rumors is not only rational, but also emotional, this paper provides insights into the behavior of online rumor spreading using the cognitive emotion theory. The results show that perceived credibility of online rumors enhances both positive and negative emotions. However, positive emotions affect neither attitude nor behavior, whereas negative emotions affect both aspects of the spreading of online rumors. The results also indicate that prior positive attitude toward object influences negative emotions. Issues involvement moderates the relationship between attitude and behavior.

• Journal of Korean Society for Atmospheric Environment
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• v.34 no.2
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• pp.356-365
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• 2018

While social networks have become very popular and powerful way of connecting people and sharing new information, they also effectively spread wrong or biased information to the public. We examine the so-called "Shandong peninsular rumor" that claims Chinese government is responsible for the increased air pollution in South Korea and Japan, by moving pollution-causing industries near Beijing to the Shandong peninsular which is close to South Korea. We demonstrate that the amounts of $NO_x$ and $SO_2$ emissions inferred by space-borne monitoring and regional air quality models show clear declining trends in past several years. We do not have any evidences to support the relation of Shandong peninsular emissions change to South Korean air quality.