• The Journal of Information Systems
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• v.27 no.2
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• pp.29-52
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• 2018

Purpose As the number of SNS users increases, the importance of SNS advertisement is also increasing. Thus, the purpose of this study is to analyze the effect of factors on effectiveness of SNS advertising, and expand research on users' attitude and behavior intention toward SNS advertising. Design/methodology/approach This study was designed to examine the structural relationships among SNS service attribute, users' cognitive characters, psychological factors, users' attitude and behavior intention toward SNS advertising. Concretely, SNS service attribute was presented as online interactivity, and users' cognitive characters were presented as perceived relevance and perceived intrusiveness. In addition, psychological factors were presented as presence experience and message credibility, users' attitude toward SNS advertising was presented as advertisement attitude and users' behavior intention was presented as WOM. Findings The results showed that online interactivity has a positive effect on presence experience and message credibility, but perceived intrusiveness has a negative effect on presence experience and message credibility. Perceived relevance has a positive effect on presence experience, but does not have significant effect on message credibility. Presence experience and message credibility have positive effects on advertisement attitude and WOM, and advertisement attitude also has a positive effect on WOM. Based on the results from this study, academic and practical implications can be drawn. First, the study extended the scope of research about SNS advertising through focusing on SNS service attribute and SNS users' cognitive characters and identified the relationship between presence experience, message credibility, advertisement attitude and WOM. Second, the results of this research can provide practical guidelines to develop effective advertising strategies for companies which promoting SNS as a marketing tool.

• Journal of Information Technology Applications and Management
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• v.20 no.4
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• pp.263-278
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• 2013

SNS users have increased at rapid rate. Many firms are expected to use SNS, especially in marketing area. This study describes a SNS-based new products promotion case study. We aim to identify how differently SNS users respond to different types of SNS media or SNS contents. In this analysis marketing effects are measured in a number of website hits. The study result shows how the number of user's hits differs upon a combination of SNS media and SNS contents.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.506-514
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• 2020

The purpose of this paper is to examine the factors influencing usage intentions of Social Network Services (SNS) in MICE (Meeting, Incentive travel, Convention, and Exhibit and Event) and moderating effects of gender. This model tests various theoretical research hypotheses relating to MICE industry, SNS characteristics, and Technology Acceptance Model (TAM). The target population of this study is SNS users with MICE participation experience. The results of hypothesis testing are as follows. First, information provision, convenience, service quality and SNS usage experience positively influence attitudes toward SNS. Second, attitude positively influences usage intention of SNS. Finally, information provision and service quality to attitudes toward SNS for males are significantly large than those for females. Convenience and SNS usage experience to attitudes toward SNS for females are significantly large than those for males. And attitude to usage intention toward SNS for males are significantly large than those for females. The results of this study will provide various implications to improve usage intentions of SNS in MICE industry.

• Journal of Information Technology Applications and Management
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• v.19 no.4
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• pp.75-95
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• 2012

This study focuses on examining the determinants of smartphone-based social network services(SNS) use. That is, the study explores the key factors affecting the use of smartphone-based SNS. People who have been using online-based SNS such as Cyworld and Facebook for years are now using mobile-based SNS such as KakaoStory. Under the situation. the study attempts to draw key determinants of smartphone-based SNS use from the studies of TAM, hedonic information systems, and social perspectives. To test the hypotheses, we conducted partial least squares (PLS) analysis using a total of 233 data collected on the users of smartphone-based SNS including KakaoTalk and KakaoStory. The key findings are as follows : first, it is verified that both ease of use and usefulness, two main factors in TAM, had positive effects on smartphone-based SNS use. Second, for enjoyment and escapism considered as the two main factors of hedonic IS characteristics, only the effect of enjoyment on SNS use was significant. Finally, social ties as a factor of social characteristics had the most significant effect on smartphone-based SNS use. The result implies that smartphone-based SNS can be one of the major means of maintaining existing social ties.

• Journal of Information Technology Applications and Management
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• v.24 no.2
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• pp.1-15
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• 2017

Social Network Service (SNS) emerged to become a major platform for consumers' social activities, affecting their choice behavior. With rapid increase in SNS adoption among consumers, firms actively apply SNS into their marketing activities and use it as an important communication medium with consumers. Particularly SNS marketing become increasingly prevalent in Chinese restaurant sector as they provide promotional information to consumers through SNS. It is urgent for firms to understand the extent of SNS impact on consumers' choice behavior, and to understand consumers' response toward SNS in order to develop more effective SNS marketing strategies. The purpose of this study is to assess the effects of four SNS characteristics on brand equity and purchase intention and to determine the relative importance among these four characteristics on brand equity and purchase intention. Results show that all of the characteristics have significant influence on consumers' brand equity, and also, brand equity affects consumers' purchase intention.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.225-235
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• 2013

Recently, in order to promote their marketing promotion, the entrepeneurs attach importance to many SNS services and execute it. The representative elements of the SNS service are interactivity, information offering. This study analyzes empirical effects on the SNS service depending on the Relationship Commitment and shows the strategies to enlarge the use frequency and the On-line Word-of-Mouth. The conclusion of this study shows that the Interactivity has a higher positive effects on Affective Commitment than those on information offering and Information offering has stronger positive effects on calculative commitment than interactivity. Also, these effects enlarge the high use frequency more than the low use frequency. This study also shows that the information offering affect the On-line Word-of-Mouth more positively than the Interactivity. And this study shows that SNS service affects the positive effects on the relationship commitment rather than the On-line Word-of-Mouth. Based on the results, the practical implications are offered.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.16 no.3
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• pp.499-510
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• 2012

An SNS(Social Network Service) is an online service that supports an effective way to share information over virtual communities. Recently, as SNSs such as Twitter, Facebook, and Me2day are getting bigger, the purposes of using popular SNSs are expanded to broadcastings, politics, marketings and so on. In this paper, we propose an API to integrate and manage open APIs for various SNSs, presenting a library as an implementation of the proposed API. Also, utilizing the developed library, a smartphone application is provided which supports integrated management of popular SNSs and personal schedules. Using the library, developers can reduce costs when they need to implement specific functions for managing various SNSs. With the developed application, we can read and write to/from the related SNSs on same screen, automatically reminding our schedule and sharing the schedule with friends over the SNSs.

• Journal of Digital Convergence
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• v.17 no.2
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• pp.453-462
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• 2019

This study investigates the relationship between controllability, severity, unrealistic optimism and risk perception of risk factors related to location - based SNS services for smartphone users. For this purpose, I surveyed university students who had experience using location - based SNS service. The main results are as follows. First, controllability has a statistically significant effect on unrealistic optimism. Second, Severity had a statistically significant negative impact on unrealistic optimism. Third, Controllability did not have a statistically significant effect on risk perception, Fourth, Severity did not have a statistically significant effect on perceived risk. Fifth, Unrealistic optimism had a statistically significant negative impact on perception of risk. The results of this study will contribute to the prevention of privacy incidents and the protection of smartphone users by using location - based SNS service. On the one hand, future research will need to look at the relationship between unrealistic optimism and risk prevention or coping behavior.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.23 no.1
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• pp.81-88
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• 2013

As social network service(SNS) has grown rapidly, the variety information being shared through SNS. However, the privacy of individuals can be violated due to the shared information through a SNS or the post written in the past at the SNS. Although, many researches concerned about it, they did not suggest key management and access control especially. In this paper, we propose the method for the protection of the message in SNS using access control and hash-chain.

• The Journal of Information Systems
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• v.24 no.1
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• pp.147-168
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• 2015

Why people reduce or stop using social network services(SNS), which are regarded as a mean of relationship and communication, unlike the early trend? To explain the phenomenon, this study tries to predict psychological decision making process of users from perspectives of cognitive dissonance theory. From this perspective, this study attempted an integrative approach that reflected 'User's literacy' indicating the ability of individuals to use SNS, and 'negative mass media influence' such as media reports on side effects or the bad experiences of acquaintances, along with the 3 factors used in the SNS Prior research. This study conducted an empirical analysis by surveying 256 facebook users, and the major findings are as follows:- First, Social-overload, complexity, uncertainty and negative media influence are significantly affect dissonance on the use of SNS. Second, Dissonance on the use of SNS significantly affects the behavior that possibly reduces and limits the use of SNS. In other words, the users who have experienced psychological dissonance respond passively by avoiding the use of SNS to resolve the dissonance. Third, the moderating effect of User's literacy wasn't a significant. This study presents a clue to understand psychological decision making process of use of SNS and a guideline for establishing practical strategies. In addition, it is important to note that this study contributes to expansion of theoretical discussion about usage.