• The Journal of Asian Finance, Economics and Business
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• v.8 no.8
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• pp.241-249
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• 2021

The aim of the research is to evaluate the impact of social media marketing (with special reference to Facebook) on the brand preference of customers with regard to smart mobile phones. Since Facebook has become very popular today and a trend has arisen to use social media as a marketing tool, the researcher intended to evaluate the impact of social media marketing on brand preference, as the findings would provide valuable insight for future businesses. Social media as measured social media visibility, social media engagement, and social media influencewas the independent variableand brand preference was the dependent variable. The convenience sampling method was used where the sample was taken from a group of people easy to contact or to reach. A sample of 186 young males and females was selected. Factor loading and factor analysis were used to analyze the data and find the most influencing factors on brand preference. Reliability analysis, validity analysis, and regression analysiswere performed to analyze the data. The R² value is 0.320 implying that 32.00% of the variance in brand preference is explained by social media influence, social media engagement, and social media visibility. The findings show thatsocial media visibility, social media engagement, and social media influencehave a positive impact on brand preference.

• Knowledge Management Research
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• v.16 no.2
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• pp.29-45
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• 2015

The number of studies on social media has increased rapidly worldwide. There has been, however, little effort to assess the achievements and limitations of social media studies up to present. The purpose of this study is to provide a systematical viewpoint on social media research published by scholarly business-related journals. Our analysis focus on research topic, functionality, targeted media types, methodology, and characteristics. User research receives the most attention, followed by effect research in terms of developmental models of media research agenda. The major methodological trend is online survey. Facebook and twitter are the two most popular mediums studied in literature, and social media is mainly characterized as information sharing as well as relationship building. Two recommendations are suggested in ways to strengthen social media research: more various topics and application areas, and the rigor and diversity of research methods.

• Journal of Information Technology Services
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• v.15 no.2
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• pp.81-92
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• 2016

Numerous people share their TV experience with other viewers on social media such as personal blogs and Twitter. It means that broadcast media, especially TV, affects the responses on social media. Moreover, the responses affect broadcast media ratings back. Social TV tried to use the relationship in marketing activities such as advertisement by analyzing the TV related social behavior. However, most of them used just the quantities of social media responses. This study analyzes the subjects of the responses on social media about specific TV dramas through topic modeling, and the relationship between the changes of popular topics and viewer ratings of the drama over specified periods. Five representative Korean dramas of 2014 were selected and Blog contents including viewer ratings about the dramas were collected from naver.com which is the representative portal in South Korea. The proposed analysis framework consists of three steps which are Blogs crawling, topic modeling, and topic trend analysis. We found some implications from the results of the topic trend analysis. Firstly, there were specific topics on dramas in social media. Secondly, the topics had some meaningful relationships with viewer ratings. Lastly, there were differences between the topics of dramas with higher viewer ratings and those with lower viewer ratings.

• Journal of Families and Better Life
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• v.35 no.1
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• pp.107-124
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• 2017

Consumer citizenship is essential for better market and economy, and social capital plays an important role for raising consumer citizenship. This study explored the types of social capital developed on social media, and investigated the relationship between consumer citizenship of college students and social capital. Using data from 263 undergraduate students currently using social media, K-mean cluster analysis, one-way ANOVA, Duncan's multiple range test, chi-squared test, and multiple regression analysis were conducted. The major results were as follows. First, four types of social capital on social media were identified: mediocre social capital, instrumental-centered social capital, weak social capital, and strong social capital. Second, socio-demographic characteristics variables such as gender and work experience showed significant difference by type of social capital through social media. In addition, the most used social media and time for using social media variables showed significant difference by type of social capital through social media. Third, controlling for socio-demographic characteristics and social media usage pattern, the types of social capital had a significant effect on consumer citizenship. Based on the results, the implications for consumer education to develop consumer citizenship were suggested.

• Journal of Internet Computing and Services
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• v.17 no.2
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• pp.97-107
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• 2016

The purpose of this study was to investigate the determinant factors of the social capital construction through socal media focused on social media use, motives, trust. Total of 261, college students participated in this study. The data were analyzed by the exploratory factor analysis, confirmatory factor analysis, correlation analysis, reliability analysis and path analysis based on structural equation model analysis using IBM SPSS 21 and IBM AMOS 21 program. Results show that social media use, motives(employment/reminiscences) and social media trust influenced positively on bridging social capital. Second, motives of use(information/exchange) and social media trust influenced positively on bonding social capital. Finally, social media use, specifically, social media trust generally promotes participatory social capital.

• Journal of Information Technology Services
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• v.13 no.4
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• pp.1-17
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• 2014

Domestic and international energy and eco-friendly companies take advantage of social media for image enhancement and product promotion. However, there were no in-depth empirical analysis to verify specific effectiveness of social media use in these sectors. The purpose of this study is to reveal the key factors that are considered to use social media effectively for energy and eco-friendly companies. For this purpose, we regarded the effectiveness of social media as Post Awareness and Word of Mouth. Characteristics of social media as a medium were measured separately, media richness and media genre, as independent variables of social media effectiveness. We investigated 413 posts in Facebook brand page of energy and eco-friendly companies and conducted a content analysis. As a result, post awareness of users was greater when post has richer media such as video. For media genre, word of mouth appeared to be greater when the posts provide information.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.987-996
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• 2021

The development of Internet technology can affect firm value through the use of social media by business people. Nowadays, social media affect businesses of all sizes in several different ways. Despite the various benefits obtained by using social media, research at the organizational level and its impact on business performance have not grown as fast as desired. This research aims to examine the effect of social media on oil and gas firms' value. The research sample consists of 9 oil and gas firms listed on the Indonesian Stock Exchange 2013-2018. Social media proxies are firms' social media, other social media mentions, and social media sentiment. Firm value is measured by the market value to assets ratio. Data analysis uses a random-effect regression test. Based on the analysis, the social media account of a firm has a positive effect on firm value. It indicates that social media give advantages for oil and gas firms to give a signal of business prospect, make use of opportunities related to industry alliances, recruit employees globally, and c. On the other hand, the positive sentiment on social media has no effect on oil and gas firms' value.

• Asian Journal for Public Opinion Research
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• v.5 no.4
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• pp.285-301
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• 2018

There have been many studies that applied a data-driven analysis method to social media data, and some have even argued that this method can replace traditional polls. However, some other studies show contradictory results. There seems to be no consensus as to the methodology of data collection and analysis. But as social media-based election research continues and the data collection and analysis methodology keep developing, we need to review the key points of the controversy and to identify ways to go forward. Although some previous studies have reviewed the strengths and weaknesses of the social media-based election studies, they focused on predictive performance and did not adequately address other studies that utilized social media to address other issues related with public opinion during elections, such as public agenda or information diffusion. This paper tries to find out what information we can get by utilizing social media data and what limitations social media data has. Also, we review the various attempts to overcome these limitations. Finally, we suggest how we can best utilize social media data in understanding public opinion during elections.

• Journal of Information Processing Systems
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• v.14 no.4
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• pp.904-915
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• 2018

We demonstrate how social media content can be used to predict the unemployment rate, a real-world indicator. We present a novel method for predicting the unemployment rate using social media analysis based on natural language processing and statistical modeling. The system collects social media contents including news articles, blogs, and tweets written in Korean, and then extracts data for modeling using part-of-speech tagging and sentiment analysis techniques. The autoregressive integrated moving average with exogenous variables (ARIMAX) and autoregressive with exogenous variables (ARX) models for unemployment rate prediction are fit using the analyzed data. The proposed method quantifies the social moods expressed in social media contents, whereas the existing methods simply present social tendencies. Our model derived a 27.9% improvement in error reduction compared to a Google Index-based model in the mean absolute percentage error metric.

• International Journal of Advanced Culture Technology
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• v.10 no.3
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• pp.263-271
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• 2022

The purpose of this study is to identify the degree of participation and the impact of social media sports contact motivation on sports activities. In order to clarify the purpose of this study, a total of 300 students from 150 male and 150 female university students in Gwangju and Jeonnam provinces in 2020 were selected by the convenience sampling method. The survey tool used to achieve the purpose of this study is the questionnaire method. Therefore, the questionnaire, which has already been verified for reliability and validity in domestic and foreign previous studies, was re-quoted, modified, or supplemented for the purpose of this study. For data processing, SPSS Windows 20.0 Version was used. For specific statistical analysis, frequency analysis, exploratory factor analysis, reliability analysis, and multiple regression analysis were performed according to the purpose of analysis. The results obtained through these results are as follows. First, it was found that the contact motivation for social media sports partially affected the degree of participation in social media sports. Second, it was found that social media sports contact motivation has a partial influence on sports participation. Third, the degree of social media sports participation was found to have a partial influence on sports participation.