• Information Systems Review
• /
• v.22 no.4
• /
• pp.163-184
• /
• 2020

The information on SNS, which is created by the forms of postings and comments, is being magnified and redistributed to news media expanding its impacts on real words. This amplifying effects of SNS comments have been increasingly discussed but there still lacks the answers for which dimensions of information is magnified, and what affects the direction and the degree of the amplification. This study, therefore, explores the detailed dimensions that are magnified by SNS comments and how SNS posting structure and social network characteristics affect them by using sentiment analysis. By analyzing 2,378 Facebook postings and news articles and their 26,312 SNS and 74,730 news site comments, this study shows that SNS comments magnify the sentiments of the posting articles they are attached to. In comparison to news site comments, SNS comments magnify the cognitive and social dimensions more than the news site comments. In the affective dimension, they tend to magnify only the positive emotion more than news site comments. Also, the findings reveal that whether the article in the posting is written by the posting owner affects the degree of amplification when the comments are remained positive or switched positive, while the opposite determines the amplification when comments remain negatively, suggesting that the user relationship in social network is the important factor that affects the direction and the degree of the information amplification in SNS.

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

• The Journal of the Korea Contents Association
• /
• v.15 no.4
• /
• pp.391-406
• /
• 2015

As the individual participation in online news sites proliferates, the importance of online news comments has been increasing. Social comment services which help people leave comments on news articles using their own SNS (social networking site) accounts have gained popularity recently. Using data gathered from an online news site, this study, therefore, (1) identifies factors differentiating social comments from general comments, (2) examines how social comments are significantly different from general comments in terms of each factor, (3) and further validates how the social comments' characteristics vary among different type of SNS. Then, we investigated this study by applying t-test, ANOVA, and Duncan test of SPSS Statistics. Our results provide insights on the significant differences in all the factors between general and social comments. We also found that there is a significant difference between Facebook and Twitter groups among three types of SNS. The findings of this study would help assess the actual benefit of social comment services as they may provide us with several valuable leads to solve the malicious comments issue. Moreover, they would suggest the need to apply this service to other areas, such as online environments in private and public sectors.

• Asia Marketing Journal
• /
• v.22 no.4
• /
• pp.27-45
• /
• 2021

This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers' responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers' responses on YouTube toward 12 BTS endorsed ads, the hypotheses are confirmed as higher ratio of likes, lower ratio of dislikes and significantly higher ratio of comments over both total views and total likes were found. For the rationale behind, total 1800 comments were categorized into 4 major content types such as attached, experiential, empathic and self-related ones that are all considered as important factors influencing the strong ad effect. The results showed that the episodic ads have marginally more emotional comments than the celeb image ads. The difference was only found in experiential and empathic responses but not in self-related responses. Contrary to the hypothesis, the comments expressing attachment were found more for the celebrity image-focused ads than the episodic ones. It does not seem to suggest that the celebrity image focused ads are better to capture viewers' attachment towards the celebrity and the ad endorsed, but that the episodic ads draw viewers into relatively deeper level of attachment such as empathy by perceiving the authenticity of the celebrity and the brand. In conclusion, the shared stories on SNS can be a factor in the match-up theory on celebrity endorsed ad effects.

• The Journal of Information Systems
• /
• v.29 no.3
• /
• pp.103-117
• /
• 2020

Purpose Recently, various issues related to toxic comments on web portal sites and SNS are becoming a major social problem. Toxic comments can threaten Internet users in the type of defamation, personal attacks, and invasion of privacy. Over past few years, academia and industry have been conducting research in various ways to solve this problem. The purpose of this study is to develop the deep learning modeling for toxic comments classification. Design/methodology/approach This study analyzed 7,878 internet news comments through CNN classification modeling based on Highway Network and OOV process. Findings The bias and hate expressions of toxic comments were classified into three classes, and achieved 67.49% of the weighted f1 score. In terms of weighted f1 score performance level, this was superior to approximate 50~60% of the previous studies.

• The Journal of the Korea Contents Association
• /
• v.16 no.3
• /
• pp.125-136
• /
• 2016

Recently, many people switch from an open SNS like facebook to a closed SNS like Kakaostory to expect more empathetic responses. In this study, I derive the design factors that motivate empathetic responses in SNS. In particular, I focus on Kakaostory that is popular for women in their 30s and 40s. I conduct literature review and survey and find out the design factors and identified the type of photos that induce comments and feeling icons. While writing comments is influenced by the relationship with the poster and the contents, adding a feeling icons is affected by the states of the responders. The heavy users are more affected by the contents than by relationship. The photos with more responses have better image quality and capture situation better. The photos with more comments are cuter, brighter, and more positive. The photos with feeling icons only are visually sophisticated. This results can be useful to develop a design that induce empathetic responses.

• The Journal of Information Systems
• /
• v.32 no.2
• /
• pp.177-190
• /
• 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 Information Technology Services
• /
• v.14 no.2
• /
• pp.177-193
• /
• 2015

A great number of customers, who want to watch movies usually check out online reviews before choosing what to watch a movie. The most representative online media that customers consult are portal sites and SNS (Social Network Service). Although there have been numerous studies on online eWOM (e-Word of Mouth) and the effects of online media in businesses, it remains a question that which media is best for WOM (Word of Mouth) when selecting movies. This research examines customer's intention for consulting eWOM and for watching movies according to the number and tendency of online replies. We have compared portal sites and SNS about information of movie. The study shows that a large number of positive replies can affect the intention for WOM and choosing movies. Facebook has more influence than portal sites when choosing what to watch when replies consist of large and positive comments. However, there is no difference between the two types of media when they consist of negative comments.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.47 no.6
• /
• pp.996-1011
• /
• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.8 no.3
• /
• pp.1-10
• /
• 2012

Recently, Social Network services(SNS) is gaining popularity as Facebook and Twitter. Popularity of SNS leads to active service and social data is to be increased. Thus, social search is remarkable that provide more meaningful information to users. but previous studies using social network structure, network distance is calculated using only familiarity. It is familiar as distance on network, has been demonstrated through several experiments. If taking advantage of social context data that users are using SNS to produce, then familiarity will be helpful to evaluate further. In this paper, reflect user's attention through comments and tags, Facebook context is determined using familiarity between friends in SNS. Facebook context is advantageous finding a friend who has a similar propensity users in context of profiles and interests. As a result, we provide a blog post that interest with a close friend. We also assist in the retrieval facilities using Near Field Communication(NFC) technology. By the experiment, we show the proposed soicial search method is more effective than only tag.