• Journal of the Korean Society for Aviation and Aeronautics
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• v.25 no.3
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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 Information Systems
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• v.26 no.2
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• pp.1-23
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• 2017

Purpose Facebook is a social network service that has the highest number of Monthly Active Users around the world. Hence, marketers have selected Facebook as the most important platform to get customer engagement. With respect to the customer engagement enhancement, the most popular and engaging post type in the Facebook brand fan pages related to what was usually classified as 'sweepstakes'. Sweepstakes refer to a form of gambling where the entire prize may be awarded to the winner. Which makes customers more engaged with the brand. This study aims to explore sweepstakes-oriented social media marketing approaches based on the application of big data analytics. Design/methodology/approach we collect sweepstakes data from each company based on the data crawling from the Facebook brand fan pages. The output of this study explains how companies in each category of FCB grid can design and apply sweepstakes for their social media marketing. Findings The results show that they have one thing in common across the four quadrants of FCB grid. Regardless of the quadrants, most frequently observed type is 'Simple/Quiz or Comments/Quatrains [event type of sweepstakes] + Gifticon [type of reward prize] + Image [type of message display] + No URL [Link toother website] +Single-Gift-Offer [type of reward prize payment]'. So, if the position of the brand is hard to be defined by the FCB grid model, then this general rule can be applied to all types of brands. Also some differences between the quadrants of the FCB grid were observed. This study offers several research implications by analyzing Sweepstakes-oriented social media marketing approaches in Facebook brand fan pages. By using the FCB grid model, this study provides guidance on how companies can design their sweepstakes-oriented social media marketing approaches in the context of Facebook brand fan pages by considering their context.

• The Journal of Information Systems
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• v.21 no.1
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• pp.69-91
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• 2012

The study investigates the media distinctiveness between twitter and other social media and describes how product information interpretation and responsiveness by internet users can be affected by the distinctive characteristics of twitter and blog media. The characteristics include relationship formation patterns among users, channel diversity, immediateness of information communication, information flow within media, media credibility, and management cost. Specifically, we statistically tested whether these characteristics are meaningfully differentiated by users. Results also showed that users perceived product information processing level and product evaluation direction differently based on these media characteristics. The current findings can serve as a pioneering work to provide a theoretical framework for examining social media characteristics and their impacts on consumer perception. In addition, this study practically suggests that marketers and network managers need to use differentiated communication strategies for twitters as a marketing strategic option.

• The Journal of Information Systems
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• v.29 no.2
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• pp.111-130
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• 2020

Purpose SNS (Social Network Service) is one of new promising marketing tools which allow marketer to do two-way communication and social interaction. Three characteristics of SNS marketing including informativeness, interactivity, and playfulness are distinguished from traditional marketing. The purpose of this study is to examine the relationships between three characteristics of SNS marketing, brand image, and purchase intention. Design/methodology/approach The present study proposed a research model integrating SNS marketing characteristics, brand image, and purchase intention represented by structural equation modelling and four hypotheses. A total of 20 questionnaire items for five variables were developed and measured by using five point Likert scale. 199 valid data were collected and used to test four hypotheses using SmartPLS. Findings Three hypotheses that the characteristics of SNS marketing such as informativeness, interactivity, and playfulness have a positive influence on brand image were supported at the significance level of 0.05 and 0.001 respectively. The hypothesis regarding the relationship between brand image and purchase intention was also supported at the significance level of 0.001. Brand image plays a significant mediating role in the relationship between SNS marketing and purchase intention. In particular, the result of research that playfulness of SNS marketing affects brand image significantly suggests a new future research theme regarding spiritual marketing. Implications for academics and practitioners were suggested.

• Journal of Information Technology Services
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• v.18 no.2
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• pp.1-16
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• 2019

Social media is one of the important marketing channels for companies, changing the way interacting with customers. Marketers attract participation from customers' in social media platforms by producing branded content, which helps them gain various marketing results such as brand awareness, web traffic, and sales. The number of the empirical studies on the effects of social media on marketing performance is still low although various success stories and studies have been published. In particular, IT companies are trying to attract users onto their websites with social media content and promotions; however, they regard the number of the visitors as a vanity metric, which has little effectiveness. The study examined the Effect of the site introduced via Facebook, a typical social medium, on customers' revisit. Precedent studies proved that revisit, one of forms of major visit for satisfactory results of a website, is suitable for analyzing the operational output on Facebook pages. The results of the study demonstrated that Facebook content has a positive impact on website inflows and revisits. Also, it turns out that the higher the average website visit depth reinforces the positive relationship between the rate of the inflow and that of the site revisit.

• Management & Information Systems Review
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• v.34 no.1
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• pp.191-209
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• 2015

Electronic word-of-mouth (eWOM) in social media has been recognized as one of the most influential marketing tools across various businesses. Understanding eWOM in social media is critical to reach potential global consumers easily and quickly in the hospitality industry. However, few empirical studies in hospitality attempted to evaluate the effectiveness of eWOM in social media from a global perspective. Given the competitive climate of the hospitality market, it is meaningful for hospitality marketers to evaluate the effectiveness of eWOM in social media and the influence of cultural factors to promote customers and increase profitability globally. The main purpose of this study was to examine the influence of cultural values on social media eWOM in the hospitality industry in China, Korea, and the USA. The result of this study indicates Chinese and American people engage more than Korean people when they try to purchase hospitality product and service This study particularly provided a cross-cultural study of comparison among these countries and the findings of this study are expected to provide important practical assistance for global marketing strategies in social media.

• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.228-241
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• 2011

This study aims to consider the effects of the change in communication culture affected by 'Social Media' on the film marketing. Particularly, Twitter, a kind of Social Media which shows the most rapid growth recently, is examined for what kind of benefits it's functional characteristics would provide for film marketing. Twitter, which has distinctive characteristics such as free access, the high level of attention resulting from its simplicity, alarming speed of spreading information and low costs, offers a variety of marketing opportunities not only for general commercial films but for low budget or independent films that do not have sufficient marketing opportunity. In the case of the documentary film (2010, Woo-jung Kwon), starting from the process of the film production through release to the time after the screening, it continued to communicate with potential audiences via Twitter and tried every tool of film marketing like advertising, PR, promotion and word of mouth. By doing so, it provides a model for low budget or independent films about what alternative activities they might be able to conduct for film marketing.

• Fashion & Textile Research Journal
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• v.21 no.4
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• pp.432-451
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• 2019

Companies and brands that practice sustainability pay attention to New Media due to its ability to build a sustainable relationship between companies and consumers. The need for research on specific roles, characteristics, and social media effects on eco-friendly advertising has had rapid growth in marketing programs for sustainable activities especially shown through social media. Information about sustainable fashion has spread to consumers through social media, and multifarious efforts have been made to attract the attention of youth. Despite the dramatic increase in eco-friendly marketing through social media as a part of sustainability, there is a lack of research on the major influences of emotional factors such as ad color and expression in social media. In this context, it is meaningful to identify relationships between emotional responses, advertising value and consumer behavior of sustainable fashion brands in Instagram and implement a suitable advertising type (color vs expression) for consumers. We used 366 responses for the final analysis. Data were analyzed by factor analysis, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study suggest that emotional responses, advertising value have a significant effect on the flow. This study expands on a previously limited research field by verifying consumer responses to image advertising on Instagram, rather than general sustainable fashion marketing. The study results also provide meaningful implications for a relation formation between customers and fashion brands vis-${\grave{a}}$-vis sustainable social media marketing.

• International journal of advanced smart convergence
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• v.13 no.1
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• pp.129-139
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• 2024

In digital marketing, the strategic use of emojis in social media advertising, particularly on the Xiaohongshu app, significantly influences consumer acceptance and purchase behavior. This study examines the impact of emoji-laden advertisements and the role of brand metaphorical warmth on consumer perceptions. Employing a tailored questionnaire, the research explores how emojis affect brand advertisement reception, filling a gap in empirical research on emoji advertising effectiveness. Findings indicate that emojis, when used judiciously, enhance consumer acceptance and contribute to a positive brand perception. However, excessive use may undermine trust. Brand metaphorical warmth emerges as a crucial factor, suggesting that emojis can effectively convey warmth, fostering a deeper emotional connection with consumers. These insights offer practical implications for refining social media marketing strategies, advocating for a balanced approach to emoji usage in advertisements to optimize engagement and influence consumer behavior.

• Asia Marketing Journal
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• v.22 no.3
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• pp.71-85
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• 2020

Social media has emerged as a major hub of engagement between brands and consumers in recent years, and allows user-generated content to serve as a powerful means of encouraging communication between the sides. However, it is challenging to negotiate user-generated content owing to its lack of structure and the enormous amount generated. This study focuses on the hashtag, a metadata tag that reflects customers' brand perception through social media platforms. Online users share their knowledge and impressions using a wide variety of hashtags. We examine hashtags that co-occur with particular branded hashtags on the social media platform, Instagram, to derive insights about brand perception. We apply text mining technology and network analysis to identify the perceptions of brand images among consumers on the site, where this helps distinguish among the diverse personalities of the brands. This study contributes to highlighting the value of hashtags in constructing brand personality in the context of online marketing.