• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.341-346
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• 2022

With the recent paradigm shift towards 'sustainable management', corporate social responsibility is recognized as an important factor for the continuous and long-term growth of a company. This study examines how the perception of CRM performing companies and NGOs affect attitude toward donation. In addition, it was empirically investigates how the perception of donation affects the SNS word of mouth intention. In this study, a total of 180 usable responses were obtained for analysis, and SPSS and AMOS 26.0 were used to verify the validity and hypothesis of the study. As a result of the study, it was found that validity and reliability were secured. As a result of the hypothesis testing, all the hypotheses were supported, but the effect of the perception of the company implementing CRM on the donation attitude was very weakly supported. This study suggests that raising a positive awareness of CRM-performing companies and NGOs collaborating with them is an effective strategy to increase donation attitudes and SNS word-of-mouth intentions for CRM.

• Proceedings of the Korea Information Processing Society Conference
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• 2018.10a
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• pp.739-741
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• 2018

감성분석을 통한 텍스트의 긍/부정 판단은 의사결정 시스템을 포함한 여러 분야에서 중요한 역할을 맡고 있다. 이런 흐름에 맞춰 감성분석 기술은 여러 기술과 융합하여 발전해왔는데 문장 내 자질을 추출하여 이용하는 자질 공학적 접근 방식과 심층 신뢰 신경망을 이용한 구조 또한 응용 사례에 속한다. 본 논문에서는 이러한 응용 기술 중 심층 신경망을 응용한 분석기술을 사용하여 관광지에 대한 평점이 포함된 문장을 학습하고 이를 SNS 관광지 리뷰에 적용하여 평점을 매기는 시스템을 설계한다.

• Proceedings of the Korea Information Processing Society Conference
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• 2013.11a
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• pp.1211-1213
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• 2013

최근에 인터넷의 발전으로 인하여 기업의 마케팅도 변화하고 있다. 소설네트워크서비스(SNS)가 등장하고 이를 이용하는 사용자가 많아짐에 따라 기업에서는 사용자를 위한 새로운 마케팅으로 빅데이터를 활용하는 방법을 생각하고 있다. 하지만 기업에서는 SNS 이용하는 사용자의 생각과 관심을 찾기가 쉽지 않아 SNS 마케팅을 활용하기 힘들고 정보도 많이 부족하다. 따라서 빅데이터의 사용자가 선호하는 것, 좋아하는 것, 싫어하는 것과 같은 생각을 분석하기 위한 방법이 필요하다. 이처럼, 본 논문에서는 이러한 문제점을 해결하고자 빅데이터를 분석함으로써 기업에게 정확성하고 신뢰성 있는 정보를 제공하여 정보의 가치를 높여 기업의 마케팅에서 활용할 수 있는 방안에 대해 연구한다.

• Korean Journal of Childcare and Education
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• v.10 no.6
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• pp.165-184
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• 2014

The purpose of this study is to examine the effect of SNS use by prospective early childhood teachers in PBL class on flow and problem-solving skills. For this purpose, the PBL class was conducted for eight weeks with 44 prospective students in the early childhood social studies course, and measured the classroom situation in terms of usefulness of SNS, flow, and problem-solving skills by using a cognitive test. To analyze the measured values, frequency analysis, reliability analysis, factor analysis, and correlation analysis were performed. Also, to verify the hypotheses set in this study, structural equation modeling was used based on AMOS. The result is as follows: First, in PBL-based class, use of SNS had a positive effect on flow. Second, flow had a direct influence on problem-solving skills. Third, however, use of SNS did not have a direct influence on problem-solving skills and, therefore, flow plays a mediating role for problem-solving skills. Based on the result, in the study, it was found that the use of SNS in PBL class can increase interest, motivation, and participation of students and they then become more willing to contribute to class activities.

• Journal of Korea Society of Digital Industry and Information Management
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• v.10 no.3
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• pp.327-338
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• 2014

The purpose of this study is to investigate what the characteristics of word-of-mouth on SNS and how these factors credibility for information's source and acceptance of word-of-mouth. We proposed study model was set through overall theoretical investigation. The 179 Valid survey data were gathered from the user who have prior experience in SNS. According to factor analysis, characteristic of word-of-mouth information on SNS were classified into consensus and neutrality. And credibility for information's source and acceptance of word-of-mouth were composed sing dimension. The Hypothesis inspection says that all variables were positively correlated with each other. And consensus and valance have positive influence on credibility for information's source. Also credibility for information's source influence on acceptance of word-of-mouth and valance have positive affect trust for information's source. Several academic and practical implications are yield accordingly. Especially this study intention to provide basis which can be used for all business's effective marketing activity.

• Journal of Digital Convergence
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• v.11 no.6
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• pp.103-112
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• 2013

Traditional method of establishing prediction model is usually using formal data stored in Data Base. However, nowadays advent of "smart" era brought by ground-breaking development of communication system makes informal data to dominate overall data, such 80% in total. Therefore, conventional method using formal data as establishing predicting model would be untrustworthy means in present. In other words, it is indispensible to make prediction model credible including informal data(SNS, image, video) and semi-formal data(log data). In this study, we increase credibility of predicting model adapting Bigdata method and comparing reliability of conventional measurement to real-data.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.69-78
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• 2014

This study deals with the digital policy proposal through the path modeling study on the effect of the strength of weak ties & emotional perception leading to the user's satisfaction, WOM between game users, and the verification on the effect of the emotional real name SNS on the social network game's diffusion. Researcher confirmed that the effect of the strength of weak ties & emotional perception led to the user's satisfaction, WOM of SNG. Even though weak tie, researchers estimate that the users emotionally interact with the real name relation effect of SNS. And effective factors for WOM are not a tie relationship or emotional interactivity of weak tie antecedently but user's satisfaction. As a result, though antecedent factors (weak tie & interactivity) had a positive effect as real name SNS, eventually powerful factor of making buzz was the SNG user's satisfaction. Thus researchers expect the practical policy proposition for government & corporation, which means SNG service providers more carefully manage the service satisfaction for WOM with SNG user's experience.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.7
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• pp.92-101
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• 2017

The SNS website can take full advantage of the characteristics of users to conduct e-commerce. The e-commerce website's organizing ability will be greatly strengthened by SNS and creates greater value for consumers. This article examined the Chinese largest SNS (Weibo) users as research objects, and combined the development status of SNS in China. This article focuses on the influence to consumer's purchase intention in three aspects: number of comments, consumer involvement level, and consumer appealing method and examines how the interaction of the number of comments and consumer appealing method affects the purchase intention. An investigation was conducted on 400 users of SNS and using valid questionnaires to perform reliability analysis, validity analysis, independent sample t-test, and double factor variance analysis using SPSS21. The research results indicated that the number of comments and rational appealing method had significant effect on the purchase intention. The mediating or controlling the purchase involvement level will disturb the influence of the number of comments but will have no effect on the information appealing method.

• Journal of Internet Computing and Services
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• v.13 no.6
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• pp.9-16
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• 2012

Social Network Service (SNS) such as Twitter and Facebook has explosively grown nationwide since iPhone was introduced to Korea in 2009. In addition, KakaoStory has recently opened and joined to the SNS market, and it has grown to one of the most popular SNS in the domestic market in a short period of time. Social Network Service supports not only the formation of relationship between SNS users in common interests but also various activities such as management of personal connections and the sharing of information or contents. These three types of SNS have several common functions of sharing and distributing various contents rooted on the personal relationship formed through SNS. As each SNS user has specific reasons for the use of each service, a survey was conducted targeting those who use all of Twitter, Facebook, and KakaoStory was drawn by the statistical analyses of survey answers on users' reasons for each service. This result of study suggests factors to consider in order to exploit a new SNS or to enhance an existing service and can be used as a standard of which SNS for users to select for their own different purposes. It will also provide the basic data for the trust formation, one of the ethics in the upcoming Social Era.

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