• 복식문화연구
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• 제25권1호
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• pp.88-103
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• 2017

The rapid growth in the popularity of social media sites has meant that social media has become an important communication channel for brands. Brands create brand pages on social media to cultivate positive and strong relationships with consumers. This study seeks to enhance our understanding of how fashion brand pages in social media foster consumer-brand relationships by exploring the factors that affect the development of consumer-brand relationships. Drawing on the parasocial interaction theory, this study proposes parasocial interaction as a key factor of this process. Specifically, this study proposes four antecedents (vividness, interactivity, social presence, and focused attention) of consumers' parasocial interaction with brand pages, which further affects consumer responses in terms of affective engagement and brand loyalty. An online survey was administered with consumers who have followed and visited at least one fashion brand page via a social networking site (SNS). Structural equation modeling revealed that consumers' perceptions of vividness, interactivity, social presence, and focused attention on a fashion brand page positively affected their feelings towards parasocial interaction with the brand page, which in turn led to their affective engagement with the brand page and consequent brand loyalty. These findings suggest that consumers build relationships of varying degrees with brand pages in a similar manner to that with people, which leads to their development of a positive relationship with the brand. This study concludes with discussions and practical implications.

• Industrial Engineering and Management Systems
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• 제12권2호
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• pp.130-142
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• 2013

Social Networking Service (SNS) is prevailing rapidly in Japan in recent years. The most popular ones are Facebook, mixi, and Twitter, which are utilized in various fields of life together with the convenient tool such as smart-phone. In this work, a questionnaire investigation is carried out in order to clarify the current usage condition, issues and desired functions. More than 1,000 samples are gathered. Bayesian network is utilized for this analysis. After conducting the sensitivity analysis, useful results are obtained. Differences in usage objectives and SNS sites are made clear by the attributes and preference of SNS users. They can be utilized effectively for marketing by clarifying the target customer through the sensitivity analysis.

• 산경연구논집
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• 제5권1호
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• pp.27-37
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• 2014

Purpose - This study analyzed the characteristics of social networking sites (SNSs) using related literatures, and researched the models discussed in precedent studies, to investigate the effects of SNS characteristics upon consumers'awareness, purchase intention, and recommendation. The purpose of the study was to investigate the use of SNSs as a marketing tool. Design, methodology, and approach - For an empirical analysis, the author distributed questionnaires online and offline, to verify the models and hypotheses. Respondents were persons aged 17 or older, who were frequent users of SNSs. The questionnaire survey was conducted for 11 days from September 30, 2013 to October 10, 2013. The author distributed 450 copies and received 430 responses. Finally, 412 copies were used for the analysis after excluding 18 copies having poor answers. Results - The findings about SNS users' behavior could be used as material in the future use of SNS as a marketing tool. Further, the study provided not only theories about SNS characteristics, but also variables and items that were verified during the empirical study. Conclusions - Further studies are needed to overcome the limitations and to establish various kinds of SNS marketing strategies in detail.

• Asia pacific journal of information systems
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• 제25권2호
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• pp.289-305
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• 2015

The dramatic growth of social networking sites (SNS) has created a myriad of privacy concerns. Our study focuses on how much monetary incentive SNS users are willing to accept in exchange for disclosing their SNS information by accepting friend requests. First, we focused on information privacy in SNS, and estimated the value of information privacy by using the contingent valuation method. Second, we attempted to estimate how SNS users' willingness to accept would change when demographic information and additional information vary. Privacy-sensitive SNS users have the following characteristics: higher education, less SNS experience, and higher security consciousness. On the contrary, those who make good use of SNS and use open-based SNS are less sensitive to privacy. In summary, privacy-sensitive SNS users are fearful or uneasy when they have insufficient control of SNS information. Considering 14 conditions on the value of information privacy on SNS, the mean value of SNS information per person is 173,957 won. If we apply this value to Facebook users, the total Facebook information value would be 1.91 trillion won, considering that there are 11 million users in Korea.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.885-896
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• 2020

The purpose of this study is to shed light on the driving motivations of contributing social word of mouth on social networking sites (sWOM) toward both tangible and intangible products. In order to develop a research model, this study adopts the motivation theory and TAM model. Data was collected from 904 members of the cosmetic and restaurant communities by using the snowball method. After assessing the validity of all constructs, the structural equation modeling (SEM) is used to test the proposed hypotheses. Results show that personal motivations (satisfaction, opinion leadership, self-enhancement, and economic incentives) and characteristics of sWOM (Perceived Usefulness and Ease of Use) have positive effect on exposure and engagement behaviors. Here are our specific findings, (1) customer satisfaction positively affects online interactions on SNSs such as Like or Sharing a content; (2) sWOM contribution behavior exists in two structures (Exposure and Engagement) and affects each other; (3) This study combines two groups of personal motivation and TAM to conceptualize a research model; and (4) The motivations of contributing sWOM between a specified service and product are rather similar. These findings help digital managers to understand consumers' behavioral contributions on SNSs and also provide interesting insights for marketers.

• 복식
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• 제63권5호
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• pp.61-71
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• 2013

As an emerging e-retail model, private shopping malls are transforming the traditional retail systems. These malls are expanding in Europe and the United States and have recently arrived in Korea. This study investigates the relationships among the usefulness of SNS(Social Networking Sites), shopping values, and purchase intentions for fashion products in private shopping malls. The analysis was based on a survey of consumers, aged between 20 and 39, who recently purchased fashion products from a private shopping mall. Two hundred samples were used in the final analysis. The study employed descriptive statistics, Cronbach's alpha, confirmatory factor analysis, and structural equation modeling. The relationships among usefulness of SNS, shopping values, and purchase intentions was verified through structural equation modeling. More specifically, the usefulness of SNS significantly influenced the utilitarian shopping values as well as purchase intention of fashion products. Utilitarian shopping values, in turn, significantly influenced hedonic shopping values and purchase intention. Further, hedonic shopping values had a significant effect on purchase intention.

• Journal of Information Science Theory and Practice
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• 제7권1호
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• pp.29-38
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• 2019

Information retrieval is the challenge of the Web 2.0 world. The experiment of knowledge organisation in the context of abundant information available from various sources proves a major hurdle in obtaining information retrieval with greater precision and recall. The fast-changing landscape of information organisation through social networking sites at a personal level creates a world of opportunities for data scientists and also library professionals to assimilate the social data with expert created data. Thus, folksonomies or social tags play a vital role in information organisation and retrieval. The comparison of these user-created tags with expert-created index terms, author keywords and title words, will throw light on the differentiation between these sets of data. Such comparative studies show revelation of a new set of terms to enhance subject access and reflect the extent of similarity between user-generated tags and other set of terms. The CiteULike tags extracted from 5,150 scholarly journal articles in marine science were compared with corresponding Aquatic Science and Fisheries Abstracts descriptors, author keywords, and title terms. The Jaccard similarity coefficient method was employed to compare the social tags with the above mentioned wordsets, and results proved the presence of user-generated keywords in Aquatic Science and Fisheries Abstracts descriptors, author keywords, and title words. While using information retrieval techniques like stemmer and lemmatization, the results were found to enhance keywords to subject access.

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2009년도 학술대회
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• pp.116-121
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• 2009

역사적 문화 유적지를 위한 모바일 엔터테인먼트 시스템의 디자인에 있어서 전력 요구사항, 컴퓨팅 능력, 및 네트웍 등의 연결성 등에 의해 제기되는 기술적인 난제들을 극복하는 것도 중요하지만 현장에 풍부하게 내재되어 있는 미디어 컨텐츠의 효율적 소비를 위한 그룹 경험의 공유를 지원하고 방문객 개인의 선호도를 고려하는 것 또한 매우 중요하다. 문화유적지는 모바일 미디어의 활용을 통하여 대중을 엔터테인하고 교육할 수 있는 기회를 제공한다. Java-enabled 모바일 폰 위에 구현한 본 시스템은 방문객의 유적지 방문 경험의 극대화를 위하여 오디오와 비쥬얼한 컨텐트를 모두 제공한다. 이때 제공되는 컨텐츠는 GPS를 통하여 사용자 움직임를 트래킹하고 사용자 기본 프로파일정보와 폰 인터페이스를 통한 다양한 입력 및 피드백값들을 수집 및 활용하며, 무선 네트웍을 통한 사회적으로 용인이 가능한 그룹 사용자간의 컨텐츠 엿듣기 기능을 고려함으로써 방문객의 니즈에 잘 맞춰진 컨텐츠이다. 본 논문에서는 문화 유적지 환경의 공간적, 개인적, 그리고 사회적 요소를 고려함으로써 방문객이 그 공간의 다양한 구조를 네비게이션하고, 방대한 양의 역사적 문화적 의미를 내포하는 미디어 컨텐츠를 소비하는데 도움을 주려는 데 그 목적을 두고 있다.

• Journal of Contemporary Eastern Asia
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• 제13권1호
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• pp.5-18
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• 2014

This exploratory study investigates the use of a computational knowledge engine (WolframAlpha) and social networking sites (Gmail, Yahoo and Facebook) by 200 students at De La Salle-College of Saint Benilde, their "friends" and their "friends of friends" during the 2009 through 2013 school years, and how this appears to have added value in knowledge generation. The primary aim is to identify what enhances productiveness in knowledge generation in Philippine Tertiary Education. The phenomenological approach is used, therefore there are no specific research questions or hypotheses proposed in this paper. Considering that knowledge generation is a complex phenomenon, a stochastic modelling approach is also used for the investigation that was developed specifically to study un-deterministic complex systems. A list of salient features for knowledge generation is presented as a result. In addition to these features, various problem types are identified from literature. These are then integrated to provide a proposed framework of inclusive (friendly) and innovative social networks, for knowledge generation in Philippine tertiary education. Such a framework is necessarily multidisciplinary and useful for problem-solving in a globalized and pluralist reality. The implementation of this framework is illustrated in the three parts of the study: Part 1: Online lessons, discussions, and examinations in General Psychology, Introduction to Sociology, and Life and Works of Jose Rizal, for the author's students in De La Salle-College of Saint Benilde; Part 2: Facebook Report analytics of students and teachers, their friends and their friends of friends via WolframAlpha; and Part 3: Social Network Analysis of the people and groups influencing the courses' scope-and-sequence in the new General Education Curriculum for Tertiary Schools and Institutions in the Philippines.

• Journal of Information Science Theory and Practice
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• 제9권1호
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• pp.24-34
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• 2021

The popularity of social networking sites (SNS) has facilitated communication between users. The usage of SNS helps users in their daily life in various ways such as sharing of opinions, keeping in touch with old friends, making new friends, and getting information. However, some users misuse SNS to belittle or hurt others using profanities, which is typical in cyberbullying incidents. Thus, in this study, we aim to identify profane words from the ASKfm corpus to analyze the profane word distribution across four different roles involved in cyberbullying based on lexicon dictionary. These four roles are: harasser, victim, bystander that assists the bully, and bystander that defends the victim. Evaluation in this study focused on occurrences of the profane word for each role from the corpus. The top 10 common words used in the corpus are also identified and represented in a graph. Results from the analysis show that these four roles used profane words in their conversation with different weightage and distribution, even though the profane words used are mostly similar. The harasser is the first ranked that used profane words in the conversation compared to other roles. The results can be further explored and considered as a potential feature in a cyberbullying detection model using a machine learning approach. Results in this work will contribute to formulate the suitable representation. It is also useful in modeling a cyberbullying detection model based on the identification of profane word distribution across different cyberbullying roles in social networks for future works.