• The Journal of the Korea Contents Association
• /
• v.14 no.10
• /
• pp.741-753
• /
• 2014

The objective of the study is to explore how to influence SNS's characteristics on attitude formation toward jewelry product and online shopping mall. SNS's characteristics are contextuality, responsiveness, social presence, and interaction as independent variables. Consumer satisfaction, worth of mouth and purchase intention are considered as dependent variables. Data were collected from a survey of 317 consumers who have experience to purchase jewelry product to examine their attitude toward SNSs, jewelry product, and online shopping mall from November 1 to November 15 2013. In order to test hypotheses, CFA analysis with covariance structure analysis was conducted using EQS6b. SNS's users have a tendency to perceive SNSs as bridge to connect other people and to get new information as well as they are willing to feel familiarity on SNSs. Users, who have a higher contextuality, responsiveness, social presence, and interaction of SNS's characteristics, are willing to have word of mouth intention of jewelry product as well as have high satisfaction. The study found that interaction is not effect on consumer satisfaction because interaction factor is to evaluate SNSs as one of the media.

• Journal of Information Technology Services
• /
• v.22 no.3
• /
• pp.119-139
• /
• 2023

Generation MZ has emerged as a significant consumer segment and trendsetter in the fashion market of South Korea. Fashion designer brands have become popular among this generation by offering a range of fashion content on social network services (SNS) based on fresh and trendy designs. Despite the growing market share of fashion designer brands in the industry, previous research has mainly focused on brand personality in line with the characteristics of traditional fashion brands. Therefore, this study aims to derive brand personality and SNS characteristics of fashion designer brands based on previous research and investigate the influence of these factors on brand preference and behavioral intention. Moreover, it examines how this influencing mechanism fluctuates based on the consumer type (i.e., innovative type vs. price-sensitive type). Based on an online survey of 256 Korean adults with experience in fashion designer brands, this study identified the influencing mechanisms on purchase intention and word-of-mouth intention. This study contributes to empirical investigations of consumer brand preference and behavior intention in fashion designer brands through the brand equity model. It also offers insight into developing a segmented brand strategy by considering the variations in the influence mechanism of behavioral intention across different consumer types.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.3
• /
• pp.245-251
• /
• 2022

This study attempted to examine the effect of virtual influencer, which is highly interested in consumers, and has recently been increasing the frequency of use in corporate marketing activities. In particular, the purpose is to examine the effect of the attributes of virtual influencer on consumers as an information source for a product or brand. To this end, the effect of perceived attractiveness, trustworthiness, and expertise of virtual influencer on SNS usage intention and imitation intention consumers was examined. As a result of the study, it was found that attractiveness among the attributes of virtual influencer had a positive effect on the usage intention, and attractiveness and trustworthiness had a positive effect on imitation intention. In addition, it was found that imitation intention had a positive effect on usage intention. In other words, the perceived attractiveness of virtual influencer by consumers through SNS is the most important attribute. These findings imply that when virtual influencer is used in marketing, companies must perceive the attractiveness of virtual influencer through content posted on SNS as well as their attributes as information sources. We expect the results of this study to provide major implications for marketing activities such as companies and public institutions that consider using virtual influencer.

• Knowledge Management Research
• /
• v.21 no.3
• /
• pp.215-228
• /
• 2020

This study introduces the case of a company that newly jumped into the competitive cosmetics market with a brand concept developed through big data analysis. Skin Reverse Lab, which possesses anti-aging material technology, launched a new brand in the skincare cosmetics market. Using a big data analysis program called Luminoso, SNS data was analyzed in four areas, which were consumer attitudes toward overall cosmetics, skincare products, competitors, and consumers' experiences of product use. The age groups and competitors were analyzed through the emotional analysis technique including context, which is the strength of Luminoso, and insights on consumers were derived through the related word analysis and word cloud techniques. Based on the analysis results, Logically Skin have won various awards in famous magazines and apps, and have been recognized as products that meet global trend standards. Besides, it has entered six countries including the United States and Hong Kong. The Logically Skin case is a case in which a new company entered the market with a new brand by deriving consumer insights only from external data, and it is significant as a case of applying AI-based sentiment analysis.

• Culinary science and hospitality research
• /
• v.22 no.7
• /
• pp.131-147
• /
• 2016

The purpose of this study was to verify the effects of two types of social capital on trust and purchase intention of food products. In addition, the moderating roles of perceived risk and SNS receiver characteristics were also examined. The survey for this study was conducted from the 17th to the 30th of June, 2016 through SNS using the convenience sampling method. A total of 230 responses were collected, of which 200 were used for analysis, after excluding responses containing missing data. Multiple regression and moderated regression were conducted to verify the hypotheses. The results from this study are as follows. First, it was found that social capital (bridging social capital and bonding social capital) had an effect on trust of food product. Second, perceived risk of food product was found to moderate the relationship between social capital (bridging social capital and bonding social capital) and trust. Third, trust of food product significantly impacted purchase intention. Fourth, SNS receiver characteristics of food product were found to moderate the relationship between trust and intention;, and trust of food product was found to mediate the relationship between bridging social capital and purchase intention.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2019.10a
• /
• pp.1133-1135
• /
• 2019

기업이나 정부 등의 정책 결정에 활용하기 위해, SNS에서 사용하는 키워드를 추출하여 소비자나 유권자의 관심과 선호도를 분석하는 방법이 많이 사용되고 있다. 본 논문에서는 다수의 SNS 사이트에 올린 글과 그에 대한 공감(좋아요) 댓글, 해시태그를 분석하여 관심 키워드의 트렌드를 분석할 수 있는 시스템을 제안한다. 이 시스템에서는 각각의 SNS 글을 형태소 분석하여 키워드 빈도를 측정하고 그에 대한 공감 및 해시태그의 갯수를 계산하여 일정기간 동안의 변화를 그래프로 표시하였다. 이를 통해, 여러 사이트에서의 키워드 트렌드를 한눈에 확인할 수 있도록 했다.

• The Journal of the Korea Contents Association
• /
• v.21 no.1
• /
• pp.407-416
• /
• 2021

Recently, as retro restaurants began to appear nationwide, including Seoul, consumers are aware of the importance and use them according to the important factors of Servicescape and the use of SNS. The purpose of this study was to investigate the effect of Retro Restaurant's Servicescape and Customer Satisfaction, and the effect of SNS Trust in their relationship. Convenience sampling was used for customers with experience of using Retro Restaurant, which was recently created mainly in Seoul. The survey period lasted about one month from July 1, 2020, and the final 289 copies were used for analysis. The SPSS 21.0 statistical package program was used to verify the hypothesis. As a result of analysis, among the Servicescape factors of Hypothesis 1, attractiveness (β=.442, p<.001) and human service (β=.516, p<.001) had a significant effect on customer satisfaction. In the moderating effect of Servicescape and SNS Trust of Retro Restaurant in Hypothesis 2, attractiveness⁎SNS trust had a significant positive (+) influence. Accessibility⁎SNS trust had a significant negative (-) influence. Lastly, in the fierce food service industry environment, it aims to achieve a competitive advantage in the food service market through a differentiated servicescape such as Retro Restaurant. Through the SNS marketing strategy, the loyalty and re-visiting of customers visiting the restaurant is checked, and it is intended to be provided as useful data for establishing a customer-oriented marketing strategy.

• Management & Information Systems Review
• /
• v.29 no.4
• /
• pp.143-167
• /
• 2010

Diverse research topics relating to Social Network Services (SNS) such as, social affective factors in relationships among internet users, social capital value of SNS, comparing attributes why users are intending to participate in SNS, user's lifestyle and their preferences, and the exploratory seeking potential of SNS as a social capital need to be focused on. However, these researches that have been undertaken only consider facts at a particular period of the changing computing environment. In accordance with this indispensability, the integrated view on what technical, social and business characteristics and attributes need to be acknowledged. The purpose of this study is to analyze the evolving attributes and characteristics of SNS from Web 1.0 to Mobile web 2.0 through the Web 2.0 and Mobile 1.0 period. Based on the relevant literature, the attributes that drive the changing technological, social and business aspects of SNS have been developed and analyzed. This exploratory study analyzed major attributes and relationships between SNS and users by changing the paradigms which represented each period. It classified and chronicled each period by representing paradigms and deducted the attributes by considering three aspects such as technological, social and business administration. The major findings of this study are, firstly, the web based computing environment has been changed into the platform attribute for users in the aspect of technology. Users can only read, listen and view information through the web site in the early stages, but now it is possible that users can create, modify and distribute all kinds of information. Secondly, the few knowledge producers of web services have been changed into a collective intelligence by groups of people in the aspect of society. Information authority has been distributed and there is no limit to its spread. Many businesses recognized the potential of the SNS and they are considering how to utilize these advantages toward channel of promotion and marketing. Thirdly, the conventional marketing channel has been changed into oral transmission by using SNS. The market of innovative mobile technology such as smart phones, which provide convenience and access-ability toward customers, has been enlarged. New opportunities to build friendly relationship between business and customers as a new marketing chance have been created. Finally, the role of the consumer has been changed into the leading role of a prosumer. Users can create, modify and distribute information, and are performing the dual role of customer and producer.

• The Journal of Bigdata
• /
• v.2 no.1
• /
• pp.27-39
• /
• 2017

The importance of online communication is getting increased by the rapid growth of smartphone supply and Social Network Service (SNS) use. Catching up with the trend, firms are actively use SNS to improve brand image, promote products, and communicate with customer. On the one hand, SNS is the channel for firms' marketing activities, but on the other, it is also the channel where the events related to the firms propagate in real time. Firms are led to unexpected state of crisis, when events are quickly spread out on SNS. Then firms are assessed their image by the way they deal with the state of crisis. This paper proposes to figure out user response on SNS according to each crisis response strategies by analyzing event-related twitter data when crisis situations of firms arise. We classify crisis response strategies into response attitude, defensive and accommodative response, and response speed, fast and slow response. This paper suggests optimal crisis response strategy to firms regarding state of crisis propagated on SNS.

• Journal of Digital Convergence
• /
• v.15 no.2
• /
• pp.115-120
• /
• 2017

Online reputation systems for social network services(SNS) aggregate users' feedback and estimate the reputation of contents or providers. The aim of this research is to enhance credibility of the online reputation system on the SNS based e-Commerce(we called it as social commerce). SNS users usually refer to evaluations from other users who bought the products before. Most social commerce sites provide reputation system to help their customer make a decision, but sometimes we can't believe the reputation because the reputation is too subjective and the seller can deceive the customer for sales promotion. Threrefore, we usually use just the average value to show the general customer's evaluation result. We applied collaborative filtering method to give more weighting to the users who have evaluated correctly in the past. As a result, we could get more accurate evaluation results by considering each customers' credibility value that was computed by collaborative filtering.