• The Journal of Information Systems
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• v.24 no.4
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• pp.99-116
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• 2015

Purpose One of the main characteristics of Social Network Service(SNS) is that users in an open space makes posts through voluntary participation and sharing among them. This makes SNS a very attractive channel to companies that need to send their messages to consumers. As a matter of fact, there are many companies doing marketing activities through a platform of Fan Page as a space for corporations and consumers to act together. This study defines the values and types of companies' advertising posts on Facebook, empirically analyzes the results of them, and investigates factors that could enhance the customer engagement. Design/methodology/approach A research model was built to demonstrate which values and types of posts were combined by corporations' posts on Facebook and create their messages and which of those combinations would lead to high results of customer engagement. Findings The results show differences in the values of posts between the group of high customer engagement and the other group on Facebook. This study makes its contribution by conducting elaborate analysis of posts on Facebook and thus proposing marketing strategies that companies, which had difficulties with systematic marketing activities due to cost limitations, could use on Facebook.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.4
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• pp.42-47
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• 2020

YouTube, the online video streaming platform, has become popular and influential around the globe. Due to the development of science and technology, people without expertise in filming can now easily produce their videos with unique content. Many people are more eager to become a popular YouTube creator because they can earn money by placing commercials or Products in Placement (PPL) in their video clips. However, it is yet unknown what genres of YouTube videos are popular. YouTube creators have their channels where they upload videos of a certain type of genre. This study investigates video genres of the top 250 YouTube channels in English-speaking countries (United States, Canada, United Kingdom, and Australia) using Social Blade, which is a research website. The ranking is set based on the number of times people watched a video ("Video Views"). We handsomely analyze popular genres of the channels and also the YouTube ecosystem, and it will be meaningful for today's new media era.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.4
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• pp.199-209
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• 2019

The importance of business strategy for successful social media engagement has quickly increased as more businesses engage in social media. The importance is even greater for startup companies because startup companies are genuinely new to business, and they need to increase their presence in the market, and quickly access future customers. The objective of this paper lies in exploring key indicators of social media engagements by selected startup companies. The key indicators include two aspects of social media usages by the companies: i) overall social media activities, and ii) properties of network structure of the information flow platform provided by social media service. To better assess and evaluate the key indicators of social media usages by startup companies, the indicators will be compared with those of selected large established companies. Twitter is selected as a social media service for the analysis of this paper, and using Twitter REST API, data regarding the key indicators of overall Twitter activities and the Twitter follower-network of each company in the sample are collected. Then, the data are analyzed using social network analysis and hierarchical clustering analysis to examine the characteristics of the follower-network structures and to compare the characteristics between startup companies and established companies. The results show that most indicators are significantly different across startup companies and established companies. One key interesting finding is that the startup companies have proportionally more influencers in their follower-networks than the established companies have. Another interesting finding is that the follower-networks of startup companies in the sample have higher modularity and higher transitivity, suggesting that the startup companies tend to have a proportionally larger number of communities of users in their follower-networks, and the users in the networks are more tightly connected and cohesive internally. The key business implication for the future social media engagement efforts by startup companies in general is that startup companies may need to focus on getting more attention from influencers and promoting more cohesive communities in their follower-networks to appreciate the potential benefits of social media in the early stage of business of startup companies.

• Journal of Digital Convergence
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• v.19 no.2
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• pp.457-462
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• 2021

YouTube has established itself as a major media platform. Businesses give more attention to YouTube's influence as marketing using the platform demonstrates positive effects. Accordingly, this study aims to look into how the quasi-social interaction of the users of beauty content on YouTube affect purchase behavior intentions and provide results as basic data for establishing an efficient marketing strategy. Quasi-social interaction exerted significantly positive influence on purchase behavior and purchase intention. This suggests that the stronger the quasi-social interaction becomes, purchase behavior and purchase intention get stronger. Therefore, strategies for facilitating marketing should be devised by increasing efficient quasi-social interaction according to user characteristics.

• Proceedings of the Korea Information Processing Society Conference
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• 2023.05a
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• pp.773-774
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• 2023

기존 연구를 통해 MZ 세대는 개인의 취향과 선호를 표출하고, SNS를 통해 자신이 즐기는 콘텐츠를 타인과 공유한다는 점을 알 수 있었다. 이에 본 연구는 개인의 정서와 취향을 효과적으로 드러낼 수 있는 음악을 주요 콘텐츠로 선정하여 사용자들의 커뮤니케이션을 증진시킬 수 있는 서비스인 사용자 위치 기반 음악 소셜 플랫폼 애플리케이션을 제안한다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.10 no.3
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• pp.1429-1441
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• 2016

While Facebook and Twitter get worldwide attention, these popular SNSs are not available in China. As the leading local SNS, Sina Weibo has garnered much of the attention in China. The purpose of the study was to explore why Chinese college students use Sina Weibo and if gender differences exist in the motivations for using it. The results from a survey of 360 respondents show that Chinese students used Sina Weibo mainly for information-gathering, followed by accessibility to celebrity, social connection, self-presentation and entertainment. Among them the most dominant reason for using Sina Weibo was found to be information-gathering. This finding suggests that Sina Weibo functions as a platform to search for information on social issues and interests. The study also found that these motivations were significantly different between male and female users. Interestingly, female respondents used Sina Weibo much more broadly than male counterparts, accessing it to satisfy all needs such as information gathering, accessibility to celebrity, social connection, self-presentation and entertainment. Based on these findings limitations and direction for future studies are discussed.

• Information Systems Review
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• v.25 no.2
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• pp.77-101
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• 2023

Due to COVID-19, paid virtual live-stream concerts have emerged as an alternative format and a new revenue model for in-person live concerts. Despite the increasing scholarly and practical interest in how participants experience paid virtual live-stream concerts, few studies examined participants' consumption and participation experiences. Thus, this study aims to provide insights into consumers' virtual live-stream concert experience by employing social representations theory (SRT). We explore the features of paid virtual live-stream concerts based on the C-P-N-D (Content-Platform-Network-Device) framework and the consumers' cognitive and affective perception. To this end, an SRT-based core-periphery analysis was conducted based on 239 responses to the open-ended survey questions. The results show that network-and device-level features of virtual live concerts and participants' overall perception are presented as core elements of paid virtual live-stream concerts, whereas content- and platform-level features are peripheral elements. This finding provides an in-depth understanding of the emergence of paid virtual live-stream concerts as an alternative concert format, thereby providing an invaluable understanding of a virtual live concert experience and theoretical and practical insights.

• Journal of Information Technology Services
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• v.18 no.3
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• pp.95-115
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• 2019

In recent years, social media that has emerged with the development of network technology has changed the channels of information dissemination. The social Q&A community is a platform for knowledge-sharing activities in a question-and-answer manner based on Web 2.0. In knowledge-sharing activities, valuable new knowledge continues to be produced and will surely bring great benefits to individuals or businesses. In the social Q&A community, the user's subjective factors play a crucial role in influencing the user's continued use and participation in knowledge-sharing activities. In order for users to actively participate in knowledge-sharing activities in the community, it needs to grasp their subjective ideas. This study explores the issue of sharing knowledge by users of the social Q&A community "Zhihu", or how to drive community revitalization efforts from these. The three factors self-efficacy, self-development motivation, and social comparison tendencies were derived, and identify their relationship with knowledge-sharing activities and community-boosting efforts through empirical analysis. In addition, the influence of knowledge acquisition on knowledge provision was investigated through sense of reciprocity. Implications of the study findings and the future research directions were also discussed.

• Journal of information and communication convergence engineering
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• v.19 no.1
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• pp.16-21
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• 2021

In this paper, to prevent accidents of school vehicles used by students, which have emerged as a continuous social problem, a boarding and leaving notification system using Bluetooth beacons is proposed. The platform structure uses Bluetooth, a smartphone, and an application, and provides real-time message reception between parents and teachers. It is not simply a system with Bluetooth capability alone, but also an IcT technology that is closely related to real life using two-way communication. The purpose is to provide user-friendly ICT technology as an integrated system for more practical effects. Two-way exchange of information between parents and teachers using cloud servers is made possible. By using this Bluetooth beacon notification system, safety accidents in student vehicles are reduced, which brings confidence from traffic accidents to schoolchildren of parents and teachers. Therefore, it is expected that parents and teachers are expected to improve their mental stability and quality of life from traffic accidents.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.751-768
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• 2016

The success of the journey to the west of tvN's shows the positive prospect of web entertainment. This study highlights how viewers actively select web progrmas and how they diffuse the infomrmation of web programs to explore the possibility of success of web program and the change of viewing environment. This study revealed the attention of viewers affected the diffusion of programs via social media. The highness of the viewer's attention cause the highness of active interaction between users. The production company of web entertaninment has to focus on the high hits strategy. In the view of journalists, they covered on the appearance of the heroin rather than the content of the program. The relationship of viewing type and viral type via SNS is related with the activity of viewers. If viewers participate in viewing they express their opinion on the web entertainment actively.