• Journal of KIISE:Computing Practices and Letters
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• v.15 no.5
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• pp.360-364
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• 2009

Analyzing information diffusion in a blog world is a very useful research issue, which can be used for predicting information diffusion, abnormally detection, marketing, and revitalizing the blog world. Existing studies on information diffusion in blog networks establish explicit relationship between blogs, and analyze only the word-of-mouth effect through such explicit relationships. However, we observed that more than 85% of all information diffusion in a blog world occurs through non-explicit relationships. In this paper, we propose a new model that considers both explicit and non-explicit relationships between blogs in order to explain all information diffusion phenomena in a blog world. We verify the superiority of our proposed models through extensive experiments of information diffusions at a real blog net-work.

• Health Policy and Management
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• v.18 no.4
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• pp.85-110
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• 2008

In this study, we explore the long-term demand forecasting of high-price medical equipments based on logistic and Bass diffusion model. We analyze the specific pattern of each equipment's diffusion curve by interpreting the parameter estimates of Bass diffusion model. Our findings are as follows. First, ultrasonic imaging system, CT are in the stage of maturity and so, the future demands of them are not too large. Second, medical image processing unit is between growth stage and maturity stage and so, the demand is expected to increase considerably for two or three years. Third, MRI is in the stage of take-off and Mammmography X-ray system is in the stage of maturity but, estimates of the potential number of adopters based on logistic model is considerably different to that based on Bass diffusion model. It means that additional data for these two equipments should be collected and analyzed to obtain the reliable estimates of their demands. Fourth, medical image processing unit have the largest q value. It means that the word-of-mouth effect is important in the diffusion of this equipment. Fifth, for MRI and Ultrasonic system, q/p values have the relatively large value. It means that collective power has an important role in adopting these two equipments.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.2
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• pp.186-201
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• 2013

This study investigates the effects of information type, direction of information, method of suggestion, tie strength, and interactions among these variables on the acceptance and diffusion of fashion product information in the mobile Facebook environment. Two subsequent studies were conducted to test the relationships among mobile SNS WOM factors. Two independent on-line surveys were implemented. Six hundred forty consumers aged between 20 and 39 were recruited for Study 1, and four hundred and eighty for Study 2. We manipulated the WOM delivery situation by information type (factual/evaluative), information directionality (positive/negative), tie-strength (strong/weak), and information presentation method (text/image/rink). Eight scenarios were developed and randomly assigned to the research participants. Frequency analysis, reliability, factor analysis, regression analysis, and ANOVA were implemented using SPSS 18.0. The Analysis of experiment data produced interesting results. Most WOM factors (including the information type, information presentation method, and tie strength) influence WOM acceptance; however, only the tie strength effected WOM activity. It was also proven that people are prone to accept information that is more realistic, objective, and negative, and they tend to accept information with visual factors, such as images and video clips rather than a simple text message. In this study, we offer a practical perspective to fashion industry and marketers who have an interest in SNS marketing. We have defined the distinct characteristics of mobile WOM that have been formed by a combination of former on/off-line WOM characteristics. To examine the moderating roles of two types of consumer innovativeness, fashion innovativeness and technology innovativeness were also measured and found to have significant moderating effects between mobile SNS WOM factors and their consequences. The paper concludes with a discussion on managerial implications and limitations.

• Culinary science and hospitality research
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• v.23 no.8
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• pp.173-183
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• 2017

The purpose of this study is to investigate the causal relationship between new brand awareness and new brand awareness according to type of restaurant menu purchase information. This study will provide basic research data on viral marketing strategy through online marketing of restaurant companies. The purpose of this study is to investigate the effect of information obtained through blog information and SNS advertisement on word effect (information acceptance and information transfer) and to investigate the effect of word of mouth effect on consumers' purchase intention. A total of 206 samples were used for this analysis and regression analysis was performed using SPSS 18.0. The results of the study are as follows. First, experience type, timely relevance and consensus among the characteristics of blog information affect information acceptance. Experience, and accuracy are affecting information delivery. Second, information discomfort among the characteristics of SNS advertising information influences the acceptance of information. Information, entertainment and trust are affecting information dissemination. Third, information acceptance and information diffusion affect purchase intention.

• The Journal of the Korea Contents Association
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• v.14 no.4
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• pp.355-367
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• 2014

The purpose of this research is to find the specific structure with factors that affect online game users' positive word of mouth(WOM) for online game companies to maintain existing and new users. In previous studies the influence of characteristics of online games and attributes of users on intention to play online games is mainly focused on. However online games are products with communication on network, so that critical mass through diffusion as well as the use of product by individual consumers is important issues. Therefore, it is necessary to consider network externality effect that the more value can be obtained by more game users. The authors verified that the influence of the variables like social mass and critical mass, affecting consumers' attitude and WOM. According to the research results, social norm and critical mass have significant influence on positive attitude and WOM intention for online games. Another results verified that social norm and users' attitude affect positive WOM intention directly. These results suggest managerial implication regarding social norm and critical mass to online game companies that desire for WOM to get more online game users.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.93-107
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• 2014

Recently Korean film industry has continuously experienced a rapid growth and expanded its influence to foreign countries. Accordingly, there have been numerous studies in various research areas to investigate the characteristics of the industry. In this study, we applied social network analysis based on the attributes such as genres, ratings, distributors, nationalities, sizes, and profitability to divide the movies into several clusters with respect to their similarity. Results suggested that the ratings and nationality rather than the genre are the major factors to divide the motion picture market into clusters and the profitability also varies much across the clusters. Furthermore, estimation of the diffusion model showed the positive relationship between the success of a movie and the word-of-mouth effect, while the relatively unsuccessful titles exhibited a monotonic decreasing diffusion pattern with the high initial demand and the early peak time.

• Journal of Distribution Research
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• v.15 no.4
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• pp.61-85
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• 2010

Introduction: Diffusion is process by which an innovation is communicated through certain channel overtime among the members of a social system(Rogers 1983). Bass(1969) suggested the Bass model describing diffusion process. The Bass model assumes potential adopters of innovation are influenced by mass-media and word-of-mouth from communication with previous adopters. Various expansions of the Bass model have been conducted. Some of them proposed a third factor affecting diffusion. Others proposed multinational diffusion model and it stressed interactive effect on diffusion among several countries. We add a spatial factor in the Bass model as a third communication factor. Because of situation where we can not control the interaction between markets, we need to consider that diffusion within certain market can be influenced by diffusion in contiguous market. The process that certain type of retail extends is a result that particular market can be described by the retail life cycle. Diffusion of retail has pattern following three phases of spatial diffusion: adoption of innovation happens in near the diffusion center first, spreads to the vicinity of the diffusing center and then adoption of innovation is completed in peripheral areas in saturation stage. So we expect spatial effect to be important to describe diffusion of domestic discount store. We define a spatial diffusion model using multinational diffusion model and apply it to the diffusion of discount store. Modeling: In this paper, we define a spatial diffusion model and apply it to the diffusion of discount store. To define a spatial diffusion model, we expand learning model(Kumar and Krishnan 2002) and separate diffusion process in diffusion center(market A) from diffusion process in the vicinity of the diffusing center(market B). The proposed spatial diffusion model is shown in equation (1a) and (1b). Equation (1a) is the diffusion process in diffusion center and equation (1b) is one in the vicinity of the diffusing center. $$\array{{S_{i,t}=(p_i+q_i{\frac{Y_{i,t-1}}{m_i}})(m_i-Y_{i,t-1})\;i{\in}\{1,{\cdots},I\}\;(1a)}\\{S_{j,t}=(p_j+q_j{\frac{Y_{j,t-1}}{m_i}}+{\sum\limits_{i=1}^I}{\gamma}_{ij}{\frac{Y_{i,t-1}}{m_i}})(m_j-Y_{j,t-1})\;i{\in}\{1,{\cdots},I\},\;j{\in}\{I+1,{\cdots},I+J\}\;(1b)}}$$ We rise two research questions. (1) The proposed spatial diffusion model is more effective than the Bass model to describe the diffusion of discount stores. (2) The more similar retail environment of diffusing center with that of the vicinity of the contiguous market is, the larger spatial effect of diffusing center on diffusion of the vicinity of the contiguous market is. To examine above two questions, we adopt the Bass model to estimate diffusion of discount store first. Next spatial diffusion model where spatial factor is added to the Bass model is used to estimate it. Finally by comparing Bass model with spatial diffusion model, we try to find out which model describes diffusion of discount store better. In addition, we investigate the relationship between similarity of retail environment(conceptual distance) and spatial factor impact with correlation analysis. Result and Implication: We suggest spatial diffusion model to describe diffusion of discount stores. To examine the proposed spatial diffusion model, 347 domestic discount stores are used and we divide nation into 5 districts, Seoul-Gyeongin(SG), Busan-Gyeongnam(BG), Daegu-Gyeongbuk(DG), Gwan- gju-Jeonla(GJ), Daejeon-Chungcheong(DC), and the result is shown