• 한국항공운항학회지
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• 제25권3호
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• pp.1-8
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• 2017

As many people all over the world increasingly take more time in exchanging with other people or acquiring information on the internet, use of social media becomes a part of their daily lives. A lot of changes of consumer culture, which have been occurring through social media, have significant effects on corporate marketing activities. Since social media's importance to airlines has been continuously increased, this study attempts to examine effects of passengers' uses of social media, who plan to select an airline, on dependence on reliance of electronic word-of mouth(EWOM) and EWOM acceptance. To this end, a questionnaire survey of passengers who use airlines and the airline's social media was conducted, and then effective data of 302 copies were analyzed by using the structural equation modeling. The findings show that social media use intensity has a significant effect on Acceptance of EWOM via reliance of EWOM, while a direct effect of social media use intensity on Acceptance of EWOM is not significant. From this study, it is found that control and management of social media and only EWOM are effective tools for marketing of airline businesses, suggesting that innovative strategies are required to preemptively cope with changes in consumers' behaviors and markets, which continue to evolve.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.523-531
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• 2021

This study aims to examine the role of social media marketing on the performance of micro-, small and medium-sized enterprises (MSMEs) during the COVID-19 pandemic. This research method uses a quantitative approach and the analytical tool used is Structural Equation Modeling (SEM) based on Partial Least Square. The sampling technique used purposive sampling and the sample in this study was MSMEs who use social media for marketing. The social media used are Facebook, Instagram, and Whatsapp. The number of samples in this study was 254 MSMEs. Data collection used online questionnaires. The research findings show that the use of social media marketing is influenced by compatibility, perceived usefulness, and perceived ease-of-use. The results of this study indicate that the use of social media for marketing has a positive effect on the performance of MSMEs, especially in increasing sales, customer relationships, productivity, and creativity. This means that the better the management of social media for marketing, the better the performance of MSMEs will be. The theoretical contribution to this research is built on the TAM and UTAUT theories and their impact on social media marketing on MSMEs in developing countries that are living through the COVID-19 pandemic.

• Asia pacific journal of information systems
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• 제31권3호
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• pp.392-414
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• 2021

Social networking services (SNS) is an indispensable method in order to obtain information of the Internet participants. The study identified three variables of social media communication, sharing culture, and online trust in terms of social capital theory (SCT) and reviewed intention& behavior variables in terms of theory of planned behavior (TPB). The data were collected from 330 samples of SNS user, and were involved, and the research model uses AMOS to make confirmatory factor analysis. The findings confirmed our hypothesis that social media communication, sharing culture, and online trust affect individuals' behaviors to sharing information. This study emphasizes that not only social media communication but also sharing culture to SNS can stimulate information sharing. while previous research has predominately focused on personal cognition or social network, the study examines the integrated influence of communication, culture and trust on information sharing in SNS. In sum, by explicating the unique role of social capital, this paper aims at contributing to the continued development and success of SNS in general.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.915-925
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• 2020

The purpose of the research is to analyze the behavioral intention to adopt social media in SMEs affected by the COVID-19 crisis, based on the TOE Model. This study uses the TOE framework as a theoretical basis. This research is important because COVID-19 has destroyed most of the SMEs, and SMEs are exposed to social media technology to market their products. The success of social media adoption has helped SMEs to be able to rise from adversity. Respondents in this study were 250 SMEs in the Special Region of Yogyakarta, Indonesia. The data analysis technique used is structural equation modeling with AMOS. The results of this study indicate that SMEs affected by the COVID-19 crisis have a high awareness of social media and have a high intention to adopt social media as a way to market their products and connect with customers. The intention to adopt social media is significantly influenced by the technological context, organizational context, environmental context, and social media awareness. The findings of this study suggest that in times of crisis due to the COVID-19 pandemic, the Government support is needed. The Government needs to open services for SMEs whose businesses are affected by the pandemic.

• 디지털융복합연구
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• 제13권10호
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• pp.195-207
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• 2015

소셜미디어를 활용한 마케팅에서 기존의 전통매체와 달리 새로운 방식으로 접근할 필요성이 있다. 본 연구는 이론적 실증적 연구를 통해 소셜미디어의 특성인 정보제공성, 상호작용성, 유희성 그리고 브랜드 인지도가 경영성과와 기업인지도에 미치는 영향관계를 검증하였다. 그 결과 정보제공성 특성이 높아질수록 또한 상호작용성 특성과 브랜드 인지도관리 특성이 높아질수록 기업성과도 높아지는 것으로 조사되었다. 그러나 유희성 특성이 높아질수록 기업인지도에는 음(-)의 영향을 미치는 것으로 나타났다. 소셜미디어를 활용하는 사용자는 연령별로도 이용자의 개인 성향과 이용동기에 따라 소셜미디어 이용정도와 이용방식에도 유의적인 영향을 미치는 것으로 나타났다. 결론적으로 소셜미디어 특성과 경영성과에 있어 소셜미디어의 특정 부분만 관리하는 것이 아니라 고객관리활용과 마케팅활용의 중요함을 제시하였으며 기업의 경영성과 및 이미지를 높이기 위해서는 소셜미디어의 특성에 대한 활용이 중요하고 시니어기업의 소셜미디어 활용도가 갈수록 높아지는 만큼 시니어관련 교육에 소셜미디어 관련 홍보마케팅 항목이 필수적임을 알 수 있었다.

• 한국의류산업학회지
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• 제15권1호
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• pp.95-102
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• 2013

In order to understand meaningful customer experience in social media, this study profiles customer engagement by exposing the essential brand experience rooms in hyper-reality contexts. This study selects Snuggie as a target brand as it uses multiple contact points, including social media, to provide meaningful experience to customers. With their unique marketing strategy, Snuggie became a popular brand among the U. S. customers beyond just a wearable blanket. Upon analyzing a total of 364 customer reviews about Snuggie in Amazon.com, five experience rooms were exposed; "Physical artifacts" and "customer involvement" are influential experience rooms which signify interactions between products and customers, while "intangible artifacts", "technology" and "customer placement" reflect a lower degree of experiential engagement. This approach suggests a theoretical foundation in understanding the customer engagement concepts by the means of brand experience dimensions in social media. The ability to create compelling engagement in social media depends on the successful facilitation of relationships and information, which lead to a creative, communicative and interactive experience.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.187-198
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• 2021

The objective of this study is to examine the direct and indirect influences of government's role, organizational commitment, and media exposure on the corporate social and environmental responsibility disclosure (CSERD) of 42 Indonesian state-owned enterprises (SOEs) with good corporate governance as the mediator. This study uses a quantitative approach with path analysis to test the hypothesis. The sample in this study was directors of 42 state-owned enterprises in Indonesia. The data was collected using a questionnaire with items assessed on a five-point Likert scale. This study finds that 1) the government's role, organizational commitment, and media exposure have direct influences on good corporate governance and corporate social responsibility disclosure; 2) the government's role and organizational commitment have significant influences on corporate social and environmental responsibility disclosure with the mediation of good corporate governance, indicating that government's role and the organizational commitment are factors affecting Indonesian state-owned enterprises; and 3) the media exposure through good corporate governance mediation does not have a significant effect on corporate social and environmental responsibility disclosure. This means that media exposure is only one of the tools for CSERD, while SOEs have no obligation to disclose CSER through website or printed media.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제16권8호
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• pp.2571-2586
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• 2022

The rapid popularity of government social media has generated huge amounts of text data, and the analysis of these data has gradually become the focus of digital government research. This study uses Python language to analyze the big data of the Chinese provincial government Weibo. First, this study uses a web crawler approach to collect and statistically describe over 360,000 data from 31 provincial government microblogs in China, covering the period from January 2018 to April 2022. Second, a word separation engine is constructed and these text data are analyzed using word cloud word frequencies as well as semantic relationships. Finally, the text data were analyzed for sentiment using natural language processing methods, and the text topics were studied using LDA algorithm. The results of this study show that, first, the number and scale of posts on the Chinese government Weibo have grown rapidly. Second, government Weibo has certain social attributes, and the epidemics, people's livelihood, and services have become the focus of government Weibo. Third, the contents of government Weibo account for more than 30% of negative sentiments. The classified topics show that the epidemics and epidemic prevention and control overshadowed the other topics, which inhibits the diversification of government Weibo.

• 디지털융복합연구
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• 제16권12호
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• pp.579-591
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• 2018

본 연구의 목적은 소셜 미디어 이용자의 기대가치 구성 요소를 타당성 있게 유목화 하여, 소셜 미디어 이용자들에 대한 이해를 높이고, 그들과의 소통의 효율성을 제고하기 위한 전략적, 관리적 토대를 구축하는데 있다. 선행 연구로서의 2차 자료 검토, 질적 조사로서의 심층 인터뷰, 양적 조사로서의 사전조사와 본조사가 실시되었다. 연구 결과, 소셜 미디어 이용자의 기대가치는 실용적, 쾌락적, 관계적, 자아 확인적, 윤리 법제적, 시스템 기능적, 참여적, 자기 과시적, 자기 숨김적 관점으로 범주화 되었다. 본 연구의 의의는, 학제적 융합적 측면에서 볼 때, 커뮤니케이션, 심리, 마케팅, 미디어 등 관련 분야를 통합적으로 조망하고 있다는 점, 실용적 측면에서, 소셜 미디어 이용자의 기대가치를 세분화, 유목화 하여 정리하였다는 점, 전략적 측면에서, 향후 소셜 미디어 이용자의 태도를 예측, 확인, 관리할 수 있는 토대 구축에 기여하고 있다는 점이다. 이에 따라 본 연구는 향후, 구축된 기대가치 구성 요인을 변인으로 한, 소셜 미디어 소비자 태도 연구와, 이를 바탕으로 한 미디어 효과 연구에 도움이 될 것으로 판단된다.

• 한국콘텐츠학회논문지
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• 제15권4호
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• pp.407-419
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• 2015

근래 소셜미디어 이용이 대중화되면서 누가, 어떻게, 왜 이용하는지에 대한 관심이 높아졌다. 본 연구는 이용과 충족 관점에서 대표적 소셜미디어 카카오스토리, 페이스북, 트위터의 이용행태와, 소셜미디어 이용자가 인식하는 사회적 지지감에 어떤 영향을 미치는지에 대한 검토이다. 이를 위해 전국규모 대학 학생대상 온라인 설문조사를 실시한 자료 240건을 분석하였다. 분석결과, 이용자 개인성향과 이용동기에 따라 이용정도에 차이가 있고 소셜미디어 이용방식에도 영향을 미치는 것으로 나타났다. 쓰기 등 적극적 이용방식은 대인관계나 자기이미지 노출동기와, 보기만 하는 소극적 이용은 습관적 동기와 연관되었다. 또한 소셜미디어 이용이 빈번할수록 이용자의 사회적 지지감이 증가해서 소셜미디어에 자주 접속하는 것으로 세상과 연결되어 있다고 인식함을 알 수 있었다. 소셜미디어에서 활동하는 방식은 사회적 지지감에 영향을 미치지 않았다. 소셜미디어 소통행위 자체만으로 사회적 지지감을 갖게 된다는 점이 확인되었다.