The cultural value effects on social media eWOM in the hospitality industry - A cross cultural study of comparison among China, Korea, and the USA

Kang, Sun-Goo,Oh, Chang-Ho 대한경영정보학회 2015 경영과 정보연구 Vol.34 No.1

Social Media 상의 Electronic word-of-mouth(eWOM)는 다양한 사업 경영에 있어서 핵심적인 마케팅 도구로 인식되고 있다. 환대산업에서는 이 Social Media eWOM를 이해하는 것은 잠재적 고객들에게 국제적으로 쉽고 빠르게 다가가는 핵심요인이라 볼 수 있다. 그러나 환대산업분야에서의 Social Media eWOM의 효율성을 국제적 관점에서 평가하는 실증 연구는 아주 부족한 실정이다. 환대산업시장의 경쟁적인 특성을 고려하면, 마케팅 종사자들은 Social Media eWOM의 효율성의 평가는 물론, 외국인 고객을 촉진하고 수익성을 증대하기 위한 문화적 요소에 의한 효과의 평가하여야 한다. 본 연구의 핵심 목적은 환대산업에서 Social Media eWOM가 문화적 가치에 영향력을 검증하는 것이다. 본 연구는 중국, 한국, 미국의 세 나라를 비교 하여 나라마다 Social Media eWOM에 관여하는 정도의 차이의 존재를 실증하였다. 본 연구는 환대산업 마케터에게 국제적 Social Media 마케팅 전략에 중요한 의미를 제공할 것이라 기대된다. 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 toevaluate 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.

MULTIDIMENDIONS OF CONSUMER VALUE COMMUNICATION TOWARD ONLINE LUXURY PURCHAING: THE ROLE OF SOCIAL MEDIA WORD-OFMOUTH

Jungkun Park,Sang-Lin Han,Hyowon Hyun 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Recently global luxury brands have put their effort into strengthening their businesses online. This can be seen as an effort to overcome their stagnant growth by focusing on steeply increasing online markets as their target. In the midst of global recession, online luxury brands have continued to show rapid growth each year. Bain & Company (2017) has forecasted offline growth of global luxury brands at the annual average growth of 2~3% by 2020 while the online markets would show the average growth of 15% annually by 2020. Moreover, due to the expansion of importers with official copyright to the online sales and stabilization of e-payment system, online markets have gained consumer trust leading to the increased rate of consumers purchasing luxury brand online more. McKinsey Consulting (2017) has forecasted online sales of luxury brand would reach up to 28% of the total sales by 2025. Reflecting such expectations, luxury brands are in the process of proposing multiple channels of online sales and communicating through Social Network Service (SNS) marketing as their core strategies. As consumer usage of SNS, such as Facebook, tweeter, or Instagram, have increased, so the value of consumer toward luxury brands has changed. Since the introduction of the standing characteristic of social media-communication to the luxury brand market, the luxury brands not only became a privilege of the high minority group but also became available for anyone to easily purchase with absolute information availability of price, quality, location, etc. Theoretical Development Consumers are using social media sites to search for information and deviating from traditional media (e.g., television, radio, and magazines) (Mangold and Faulds 2009). The emergence of social media has changed communication method from one-way communication to multi-dimensional, two-way, peer-to-peer communication (Berthon, Pitt, and Campbell 2008). Social media platforms offer a chance for brand to familiarized interact with consumers. Also, consumer can be interacted with another consumer through social media. The most important factor for luxury brands to establish an online business strategy is communication with their consumers. Luxury brands that are most accustomed to communicating with their limited consumers in their offline stores providing high quality services, it is inevitable for them to fear the lack of face-to-face interaction with their consumers in online markets. Social media began to serve the luxury brands as the alternative communication channel within the online markets. Moreover, social media has proven effective in drawing consumer’s voluntary Word of Mouth(WOM) since social media interaction is important motivation for consumer to creating user-generated contents (Daugherty al., 2008). The social media provides the consumers with a platform to meet and communicate with others with similar interests in specific brand goods and services that makes target marketing easier than before (Muntinga et al., 2011). Furthermore, the social media platforms provide the consumers with restriction-free comments on a certain brand to other interested parties, the users voluntarily taking the role of eWOM (Kim & Ko, 2012; Vollmer & Precourt, 2008). Luxury brands also seek to take this advantage of social media. The extent of spreading word of mouth is at the most viral through social media platforms, influencing the consumer’s purchasing behaviors to a great extent as proven in many previous researches (Lau and Ng 2001; Nabi and Hendriks 2003). Thus, the purpose of this study is to examine the impact of the consumer’s multidimensional value towards luxury brands on social media WOM intention and purchase intentions at the same time. Moreover, through extensive literature review with qualitative interview on consumers’ perceived value on luxury brand/product, consumer value dimensions on the luxury brands are categorized into six value factors (e.g. conspicuous value, status value, materialistic value, hedonic value, uniqueness seeking value, price-quality perceptions). Research Design The study conducted a thorough literature review and focus group interview to develop a comprehensive model of understanding the importance and dimensionality of customer value on luxury brand. After analyzing qualitative data on consumer value perception on luxury brands/product, online survey was performed using a customer sample in the United States. A web-based online survey was conducted using an online research panel service. After filtering and cleaning data collected, a final usable sample of 287 were analyzed to test hypothesized model. Measures for luxury brand on perceived values (including conspicuous value, status value, hedonic value, materialistic value, uniqueness seeking value, price-quality perceptions), social media word-of-mouth intention, and purchase intentions for luxury products were rated on a 7-point Likert scale ranging from strongly disagree to strongly agree. Result and Conclusion The result show that the relationship between conspicuous value, hedonic value, uniqueness and price-quality perceptions with social media WOM were found to be significant impact. However, social media WOM were not affected by status value and materialistic value of luxury brand. Conversely, status value and materialistic value had a considerable influence on purchase intention for luxury brand online. And social media word-of-mouth had a significant positive effect on consumer purchase intentions for luxury brand. In the era where digital importance is at its peak, the expansion of the luxury brands to online business has become requirements and not optional consequences. It is not easy for luxury brands with their unique styles and identity, as well as high brand awareness to settle in an online market where variety of lifestyles and cultures coexist. For this reason, the study on the multidimensional consumer value on luxury brands holds its contribution to the academia and industry practitioners. This study empirically examines the influence of consumers’ perceived multidimensional value on the luxury brands to WOM and purchase intentions through social media. This paper has revealed that the consumer’s WOM intention on luxury goods does not necessarily correlate with the purchase intention. However, the consumer who has developed WOM intention through social media has shown to possess positive influence on the purchase intention. This results also indicated the importance of the exposure of the unique luxury brand image by the luxury brand managers to the social media in order to generate voluntary consumer WOM. Furthermore, in order to increase their social status, the necessity of online consumer community for sharing their special experiences is ever more present. Such online consumer community would serve to expand the communication channel between the brand and the consumers, thus leading to increase intimacy between two parties. The study was carried out to the American consumers; following study should be carried out to Chinese consumers or developing countries where luxury brands are exposed to the rapidly growing luxury brand markets. Moreover, an in-depth study on strengthening effective marketing strategy by segmenting consumer value on luxury brands should be conducted consequently.

Social Media Data Mining : An Analysis & Overview of Social Media Networks and Political Landscape

Sethunya R Joseph,Keletso Letsholo,Hlomani Hlomani 보안공학연구지원센터 2016 International Journal of Database Theory and Appli Vol.9 No.7

The social media is seemingly becoming a big influence in the politics and a core strategy for political campaigns. Social media has become a coordinating tool for almost all of the political movements globally. The prospective of social media is mainly in their support of civil society and the public sphere. Social networking sites have gradually become integral part of people’s everyday life. Internet, through the use of the social media platforms, is now being used to convey messages to a diverse audience more directly. Also, the Internet provides a major technological stimulus to the modernisation and professionalisation of political campaigns. This paper, based on document analysis and insights of data published on the social media platforms such as Twitter and Facebook, gives a brief discussion on the advent of the social media networks and the politics. Examples of the events where the social media have influenced certain activities or actions in the political landscape across the globe are also briefly cited and discussed in this paper. Some of the events highlighted in this paper which have been influenced by the social media turned out to yield positive outcomes whilst some outcomes are not positive. This paper is concluded with a view that the social media continues to have an influence in the political landscape. Thus, reactions, feedback, conversations and debates are generated online as well as support and participation for offline events. Messages posted to personal networks are multiplied when shared, which allow new audiences to be reached through the social media. However, this obviously does not mean that every political movement that uses these tools will succeed, because some state(s) have not lost the powers to react through banning them or censoring them.

HOW SOCIAL MEDIA INFLUENCE ON CONSUMERS’ LUXURY VALUE PERCEPTION

Bruno Godey,Jungsun Cho 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Luxury industry, in addition to feelings, started to provide reasons for consumers to justify their consumption. Also, it helps them to avoid social risks by offering inconspicuous luxury products. For example, ‘Mandarin Oriental Barcelona’ suggests luxury holiday package for people running Barcelona marathon, London cocktail bar ‘Bart’ serves cocktails designed to 'facilitate focus and encourage relaxation', ‘Tiffany’ has dropped the spelled-out brand name from its fashion jewelry line in favor of simple “T”. (Trend watching 2017) Then, what changed consumers' interest? Interestingly, the current expectations of luxury consumers have a lot in common with the features of interdependent self-construal. The we effect of social media can explain this trend. Literature review and Conceptual framework Social Media usage and Interdependent Self-Construal Although earlier research in cultural psychology conceptualized self-construal as culturally determined (Markus and Kitayama 1991), more recent research suggests that independent and interdependent self-construal can also be made temporarily accessible. The most frequently adopted priming procedure to induce self-construal is the procedure by stories about we or I. (Gardner, Gabriel, and Lee 1999; Mandel 2003; Krishna, Zhou, and Zhang 2008; Hong and Chang 2015). We suggest that Social media usage can induce interdependent self-construal because social media users read stories and watch videos of others. Prior findings indicated that participants in interdependent self-construal condition have an equivalent number of thoughts about themselves and others. (Lee, Aaker, and Gardner 2000). Social Media, Interdependent Self-construal, and Consumers’ Luxury Value Perception Consumers’ perceptions of luxury value appear to be determined mainly by Functional, Individual, and Social aspects (Wiedmann, Hennigs, and Siebels 2009). Recent luxury marketing researchers compare conspicuous consumption and inconspicuous consumption, two types of social aspect consumption (Han, Nunes, and Dreze 2010; Eckhardt, Belk, and Wilson 2015). They are interested in Functional luxury value, added to Individual luxury value because small utilitarian additions to a hedonic luxury are often valued more than their stand-alone value (Keinan, Kivetz, & Netzer 2016). These two trends seem to have nothing in common. But when the concept of self-construal is adopted, they have something in common. Namely, interdependent selves, which focuses on others, are the one who cares about both inconspicuousness and utilitarian aspects. We suggest that because of the features of interdependent self-construal, consumers more using social media tend to have a different priority regarding luxury value perception than consumers less exposed to social media. We explore the mediating role of relational interdependent self-construal in this model (Triandis 1989; Cross, Bacon, and Morris 2000). Also, luxury brand company’s social media marketing efforts (Kim and Ko 2012; Godey et al. 2016) have different features. We expected that each social media marketing activity has a different impact on luxury value perception. Interdependent Self-Construal, Reason, Functional luxury value We propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to rely on both reason and feeling, which in turn set an equivalent value on Functional luxury value (cognitively superior) and Individual luxury value (affectively superior) (Hong and Chang 2015). Interdependent Self-Construal, Social Risk, Inconspicuousness The authors propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to avoid social risk than participants who are not exposed to social media (no priming group). Study 1: The effect of social media on the balance between self and others. A total of 709 respondents (389 females) participated in this study via Amazon Mechanical Turk (MTurk) They were randomly assigned to one of the two conditions (with social media manipulation vs. No manipulation) The impact of ‘one-time social media use’ Following the previous study (Hong and Chung 2015), we conducted a 2 (social media manipulation: No vs. Yes) x 2 (thought type: self vs other) mixed ANOVA with social media manipulation as a between-subject factor and thought type as a repeated measure. The main effect of thought type is significant (F(1,707) =293.54, p<.000). However, the interaction between social media manipulation and thought type was not significant. (F (1,707) = 0.128, p<.721). So, the result shows that one-time social media use doesn’t manipulate interdependent self-construal. The impacts of ‘chronic social media use’. To check whether chronic social media use can manipulate interdependent self-construal, we conducted a 2 (time spent on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =293.81, p<.000). The interaction between time spent on social media and thought type was significant. (F (1,703) = 6.65, p<.000). Also, we conducted a 2 (communication on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =300.76, p<.000). The interaction between communication and thought type was significant. (F (1,704) = 5.764, p<.000). So, the result shows that chronic social media use manipulates interdependent self-construal. Also, we computed three types of groups, the others-dominant, the balanced, and the self-dominant by modifying past research (Kitayama et al. 2009; Wu, Cutright, and Fitzsimos 2011, Hong and Chang2015). A chi-square test revealed that participants who spent more time and had more communication on social media had more balanced thought type (32.6%, 31.0%) than participants who spent less time and had less communication on social media (24.8%, 24.0%) Study 2: The effect of using social media on luxury value perceptions (SEM) A total of 255 respondents (85 females) participated in this study through Amazon Mechanical Turk (MTurk). The participants were between 18 and 65 years old and lived in the U.S., and the modal age group was 25-34 (43.9 %), followed by 35-44 (25.5%). We conducted exploratory factor analysis (EFA) using maximum likelihood estimation with Promax rotation. The goodness of fit statistics is: ??=707.14, df =377, P<0.0005, ??/df =1.876, CFI=0.95, and RMSEA =0.059. The final CFA model fits well with the data (Hu and Bentler, 1999; Hair et al., 2010). After confirming the measurement model, SEM with maximum likelihood extraction was estimated to test Hypothesis. The goodness of fit criteria of the model meets the proposed thresholds in previous studies: ??=677.97, df =374, P<0.0005, ??/df =1.813, CFI=0.95, and RMSEA =0.057 (Hu and Bentler, 1999; Hair et al., 2010). The SEM model showed each social media activity has a different effect on each luxury value. Interaction positively impacts the functional luxury value (β=0.38, p<.000) but negatively impacts the individual (β= - 0.27, p<.000) and social luxury value (β= - 0.34, p<.000). Entertainment/WOM has a positive effect on individual luxury value (β=0.39, p<.000) and on social luxury value (β=0.32, p<.000). Customization positively impacts the social luxury value (β=0.26, p<.000). We could also find Entertainment/WOM and Customization did not influence the functional luxury value. Only Entertainment/WOM positively impacts relational interdependent self-construal (β=0.32, p<.000) Relational interdependent self-construal positively impacts on individual value (β=0.24, p<.000) and social value (β=0.27, p<.000). We conducted a mediation analysis. Among social media activities, only Entertainment/WOM had a significant positive effect on Relational Interdependent Self-Construal. Study 3: the effect of social media on self-construal and choice between functional value and individual value superior options 454 Responses (304 females) collected via Mturk to stimulate the environment of social media. Respondents are primed on interdependence by social media usage while control group respondents are not primed. The authors checked the validity of the self-construal manipulation effect of social media. Respondents were given a choice task, designed by adopting previous method (Hong and Chang 2015). They were told to imagine that they were going to buy a hand bag. Handbag X is superior on functional (cognitive) dimensions whereas handbag Y is superior on all individual (affective) dimensions. Participants are asked to indicate their choice between two Handbags Choice. A chi-square test revealed that the effect of social media manipulation is not significant on the handbag choice (?2(l) 0.371, p<.309). However, the effect of interdependent self-construal on the participant's’ handbag choice was significant (?2(l) 5.85, p<0.01). As predicted, participants with a higher Interdependent self-construal primed by social media have a smaller preference gap between Functional luxury value and Individual luxury value (F:73.2%-I:26.8%=46.4%), than participants with lower Interdependent self-construal participants (F:82.7%-I:17.3%=65.4%) Study3 supports the results of previous two studies. As individuals communicate more and spend more time on social media, they are more likely to prefer equally for Functional luxury value and Individual luxury. Study 4: the effect of social media on self-construal and choice between conspicuous and inconspicuous options. After the self-construal manipulation with social media, respondents were given a choice task. The choice was designed by adopting previous method (Han, Nunes, and Dreze 2010). Respondents were told to imagine that they were going to buy a handbag. One option has an inconspicuous design whereas the other option is conspicuous design. Participants are asked to indicate their choice between two handbags. Social media manipulation and Handbags Choice. All three chi-square tests revealed a significant or marginal effect of social media manipulation on participants handbag choice with the same pattern. ( ?2(1) = 6.328, p > .032; ?2(1) = 3.086, p > .079; ?2(1) = 1.933, p > .098) As predicted, participants in social media manipulation group prefer the inconspicuous option to the conspicuous option (59.3%>40.7%; 58.9%>41.1%; 60.4%>39.6%) than participants in control group (47.3%, 52.7%; 50.5%, 49.5%, 53.8%, 46.2%). Interdependent-self construal and Handbags Choice. All three chi-square tests revealed a significant effect of interdependent self-construal on participants handbag choice with the same pattern. ( ?2(1) = 4.2, p > .047; ?2(1) = 4.79, p > .029; ?2(1) = 6.11, p > .013) As predicted, participants with higher Interdependent self-construal primed by social media have a equivalent preference about the inconspicuous option and conspicuous option (50%, 50%; 50.8%, 49.2%; 52.4%, 47.6%) than participants with lower Interdependent self-construal(59.6%, 40.4%; 61.1%, 38.9%, 63.9%, 36.1%). Study4 shows that one-time social media exposure can reduce conspicuous consumption. However, as individuals communicate more and spend more time on social media, they become more likely to prefer equally for conspicuous option and inconspicuous option. Contribution In luxury brand marketing, this study sheds light on the balance between two motivations, luxury for self and luxury for others (Kapferer, Jean-No?l, and Vincent 2009) using the concept of self-construal. This research also contributes to the literature on consumers’ luxury value perception (Hennigs et al. 2012; Wiedmann et al. 2009). In general marketing subjects, it adds to the increasing literature on consumer risk and choices between affective and cognitive options. For the luxury brand industry, this study can give marketers a practical idea about choosing social media marketing activities and designing new products. For example, if luxury brand companies promote customers posting opinions on websites, they should know that their activities might advertently affect their sales because interaction negatively influences on individual and social luxury value.

소셜미디어와 소비자 구매 결정과의 관계: 서울 공유 자전거에 대한 시계열 분석을 중심으로

한수현 ( Suhyeon Han ),장정화 ( Junghwa Jang ),최정혜 ( Jeonghye Choi ),장수령 ( Sue Ryung Chang ) 한국지식경영학회 2021 지식경영연구 Vol.22 No.4

소셜미디어의 유형이 다양해지면서 소셜미디어를 활용하여 소비자의 구매 결정을 유도하기 위해서는, 소셜미디어에 대한 유형별 이해와 좀 더 세분화된 전략 도출이 필요하다. 본 연구에서는 소셜미디어를 표현형 소셜미디어와 관계 및 공유형 소셜미디어 두 가지 유형으로 분류하고, 소비자 구매 결정과 유형별 소셜미디어 언급량 간의 상호 영향력에 대해 살펴보았다. 구체적으로, 서울시 공유 자전거인 따릉이 데이터와 소셜미디어 상에서 해당 공유 자전거의 일별 언급량 데이터를 활용하였으며, 외생변수 벡터 자기회귀 모형(VARX)을 적용해서 실증적으로 검증하였다. 분석 결과, 표현형 소셜미디어 언급량 증가는 신규 가입과 대여 건수 모두에 긍정적인 영향을 주는 반면, 관계 및 공유형 소셜미디어는 공유 자전거의 신규 가입에는 오히려 부정적인 영향을 주고 대여 건수 증가에는 유의미한 영향을 미치지 않는 것으로 나타났다. 또한, 신규 가입자는 두 유형의 소셜미디어 내 제품 언급량 증가에 긍정적인 영향을 끼치는 반면, 대여 건수는 유형에 상관없이 소셜미디어 내의 제품 언급량에 유의미한 영향을 미치지 못했다. 본 연구의 결과는 신규 가입과 구매를 유도하기 위한 세분화된 유형별 소셜미디어 전략 도출에 활용될 수 있으며, 최근 급성장하고 있는 공유 경제 산업 내의 소셜미디어 마케팅 전략 수립에도 유용한 이론적, 실무적 시사점을 제공할 것으로 기대한다. With the emergence of various types of social media and the diversification of their roles, it has become essential for marketers to understand how different types of social media influence consumers’ purchase decisions differently and derive more detailed strategies by social media types. This study classifies social media into two types―expression-focused social media and relationship-focused social media―and investigates the relationship between consumer purchases and social media mentions by type. Using the Seoul bike-sharing data and time-series data for social media mentions, we apply the VAR model with Exogenous Variables (VARX). We find that the increase of product mentions in expression-focused social media positively affects both the number of new customers (customer acquisition) and the number of shared bike rentals, while that in relationship-focused social media negatively affects the number of new customers only. In addition, as new customers increase, the product mentions in both types of social media increase. On the other hand, the number of bike rentals has no significant effect in increasing social media mentions regardless of type. This study contributes to the social media and sharing economy literature and provides managerial implications for establishing sophisticated social media marketing in bike-sharing businesses.

청소년문화 활성화를 위한 소셜 미디어 활용 연구

배상률,고은혜 한국청소년정책연구원 2015 한국청소년정책연구원 연구보고서 Vol.- No.-

본 연구는 청소년 문화라는 키워드에 함축된 교육, 여가, 참여 등 청소년들의 전반적인 삶의 실태와 이들이 가지는 문제의식과 가치를 살펴보고, 청소년들을 위한 소셜미디어의 활용범위와 가능성을 탐구하는데 일차적인 목적을 두고 있다. 이를 통해, 청소년의 건전한 문화형성을 위한 효과적인 수단(tool)이자 소통의 장(field)으로 기여할 수 있는 무한한 잠재력을 갖고 있는 소셜미디어의 활용을 위해 우리 사회와 정부가 마련해야 할 정책방안을 제시하는 것이 본 연구가 가지는 궁극적인 목적이다. 전국 17개 시·도 2,500여명의 청소년들을 대상으로 소셜미디어 이용실태 및 청소년문화환경을 살피기 위한 설문조사를 실시하였다. 또한, 청소년문화와 소셜미디어라는 두 가지 핵심 키워드와 관련된 실체와 현상이 청소년 당사자에게 어떻게 해석되고 경험되는지에 관한 심층적 연구를 위하여 소셜미디어상에서 토론이라는 형식을 빌려 질적 조사를 수행하였다. 소셜미디어 활용을 위한 벤치마킹을 목적으로 국내외 사례조사도 실시하였다. 본 연구결과에 따르면, 다수의 청소년들은 소셜미디어를 통해 다양한 기능적·심리적 혜택을 얻고 있었다. 청소년들은 소셜미디어가 가치중립적인 도구이며 이를 어떻게 사용하느냐에 따라 긍정적 또는 부정적 효과를 수반하는 매체라고 인식하고 있었다. 청소년들은 ‘자기표현,’ ‘정보획득,’ ‘소통’을 소셜미디어의 3대 기능으로 꼽았다. 다수의 청소년들은 소셜미디어를 통해 학업 및 그 외의 유익한 정보를 얻을 수 있으며, 사회적 이슈를 파악하고 여론을 형성할 수 있다고 응답하였다. 또한, 개개인의 개성 및 차이를 확인하고 타인과 공감대를 형성할 뿐 아니라 즐거움을 얻고, 스트레스를 해소할 수 있다고 답했다. 유해콘텐츠가 소셜미디어를 통해 급속히 확산되고 있는 상황에서, 청소년들은 선별적 규제를 위한 엄격한 기준 마련과 함께 집단지성이란 소셜미디어의 대표적 장점이 사회에 제대로 발현될 수 있도록 디지털 리터러시 역량을 키우는 것이 필요하다. 이를 위해, 본 보고서는 청소년의 디지털 리터러시 함양을 위한 학교단위의 미디어교육의 제도화 및 건전한 소셜미디어 사용을 위한 인터넷드림마을과 같은 캠프의 증설 및 운영의 확대를 제언하였다. 또한 부모 교육 확대 및 정부 차원의 홍보노력도 개선될 필요가 있다. The main purpose of this study is twofold: One is to explore the life conditions Korean youth face specifically in terms of education, leisure, social participation etc. and the values and attitudes Korean youth generally exhibit. The second is to delve into the possibility of and the range of the utilization of social media for the vitalization of youth culture. The ultimate goal of this study, therefore, is to suggest policy directions our society and the Korean government should provide, by utilizing social media to serve as a useful tool in developing youth culture, as well as the field of communication for Korean youth. The author surveyed approximately 2,500 middle school and high school students nationwide on youth culture and their social media use. In addition, the author organized the qualitative study with its basis in two keywords, social media and youth culture, analyzing the discourses found within youth discussion forums on Facebook. In addition, domestic and foreign case studies were conducted in order for the Korean government and society to benchmark in the future. According to the results of this study, most Korean youths obtain a number of psychological, as well as functional benefits, from utilizing social media. They recognize social media as value neutral; therefore, social media could offer positive or negative effects depending on how it is used. Based on this study, Korean youths list “self-expression,” “information gathering,” and “communication” as the three major functions of social media. Many of the surveyed youths answered that they could gather useful information, grasp social issues and agenda, and construct public opinions through social media. In addition, they fully recognized that social media could serve as an important tool for youths to help release stress, share their interests with friends, and identify people’s individualities. Through social media, harmful content has been easily delivered and dispersed to people including youths. In this situation, the author proposes that our society should provide rigid rules and put in a great deal of social efforts to screen out such immoral and harmful contents. In the meantime, we should also help youths build their digital literary, which would be able to maximize the benefits of social media in terms of the collective intelligence and social capital. To successfully achieve the abovementioned goals, the author suggests the following: First, school-based media education should be systemically established; Second, several government-operated camps such as the Internet Dream Village, which helps youths suffering from smartphone and Internet addiction, should be established nationwide; Lastly, parent education programs and government-operated PR should be provided.

Social Media Performance: From the Perspective of Social Media Apathetic Behavior

강인원,유성준 한국무역학회 2022 Journal of Korea trade Vol.26 No.3

Purpose – Social media platforms have presented individuals with an opportunity to create and maintain their social relationship through the use of social media services. However, such social relationship has a negative influence on users’ interest in social media. Design/methodology – Using structural equation modeling, this study seeks to examines the effects of different social media conflicts (individual and social conflicts) on users’ psychological internal state, especially user apathetic behavior Findings – The findings confirm that, among social media conflicts, social-related conflict, especially social interaction overload has a negative effect on cognitive resonance, while individual conflict has the highest effect on cognitive dissonance. Also, cognitive dissonance has a much greater effect than cognitive resonance on user resistance, this means that users' negative perception of social media has a greater influence on their resistance. Lastly, user’s resistance was found to have a positive influence on user’s apathetic behavior. Originality/value – In other to capture social media Apathetic behavior, this study focus on social media conflict perspective, which includes social-related conflict and individual conflict, which are found to influence users’ internal states towards social media and further induce social media behavior. This study is unique because it is among the first to explore social media apathetic behavior by focusing on the influence of both external social media conflict and internal state. Also, this study proposed that social related conflict has a higher negative influence on WeChat user than individual related conflict.

Social Media and Luxury Brand Management: The Case of Burberry

( Mi Chel Phan ),( Ricarda Thomas ),( Klaus Heine ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.4

Social networks, and social media as the tools, are everywhere in the marketer`s world today. Their growing importance was quickly acknowledged and they were casted one of the top research priorities by the trustees of the Marketing Science Institute (MSI) in 2006. Brands, and in particular luxury brands with their high brand equity, ought to have a clear understanding of what social media could do for them, and develop a clear strategy of how they could enhance customers` experience and perceptions of their brands. Social media are highly related with the concept of Web 2.0, which go back to O`Reilly (2005) who realized that the companies that had survived the dot-com bubble in 2001 seemed to have something in common. These shared principles and practices are the modern second era of the web that can be described as Web 2.0. Beyond the social classification of content by tagging (folksonomy), Web 2.0 pages allow and encourage the creation of user-generated content. This includes creating and sharing texts, pictures or videos and commenting and editing on existing content. Besides these practices, the Web 2.0 principles require webpage creators to trust and to involve their users, but enable them to harness network effects and collective intelligence to create applications that actually get better the more people use them. The collection of these interactive, user-controlled applications can be described as social media. Besides blogs and forums, content communities facilitate storage and sharing of media content between users. They empower users to upload a wide range of different media types, such as photos (e.g., Flickr), videos (e.g., YouTube), PowerPoint presentations (e.g., Slideshare), podcasts (e.g., PodOmatic) and text (e.g., BookCrossing). Social network sites (e.g. LinkedIn) enable users to connect and stay in touch with other people. Brands can exploit the potential of social media by establishing an online brand community, which is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. A brand community is created by setting up a profile on a social network site or by developing an own brand community website. The most important social media pages that are used by many luxury brands include Facebook, Twitter, and You Tube. These platforms encourage communication between brands and consumers, but also among the consumers themselves as they can view and comment each other`s messages. This study examines how Burberry succeeded an amazing turnaround from a brand for "chavs" and English hooligans to a major trendsetter in social media marketing. Burberry was the first luxury fashion brand to invest wholeheartedly in social media. Burberry`s Facebook page now has more than 7 millions fans and its Twitter`s account recorded more than 400,000 followers, way ahead of Louis Vuitton, Gucci and other fashion brands. Burberry was also the first to broadcast live and in 3D its fashion show from London to five international cities simultaneously in 2010. In April 2011, Burberry staged a catwalk show in Beijing where live models are mixed with holograms, creating a new and unique experience for its audience. All the videos were immediately posted on YouTube for fans that had missed the shows. This social media strategy helped Burberry to rejuvenate the brand and reposition it as a more fashionable and aspirational one than ever. With this repositioning Burberry can attract younger consumers. However, to preserve its core customer base the company continues to invest in mainstream marketing activities such as print media advertising and public relations. The company recorded a whopping 34% increase in total revenue in the second quarter of 2011 alone, confirming its strong financial health of 39.8% increase in profits (before tax) of the previous financial year, ending at 31st March 2011. The company`s steep rise in recent years gives reason enough to dedicate this paper to analyzing its major strategies and success factors. One of Burberry`s key success factors was undeniably its decision to be the first luxury brand to invest in digital communications, and social media in particular, to reposition its brand as a ``cool and trendy``, and increase its appeal to younger and web-savvier consumers. Young consumers are the future of all fashion brands and Burberry knows "how" to speak to them directly through social media. Social media platforms such as Facebook or Twitter are the best means to reach young consumers that are increasingly difficult to address via TV advertising. Burberry is the best-ranked luxury brand in the Top Social Network ranking by Famecount in 2011. In the overall brand category, it spotted the 22nd position behind brands such as Coca-Cola, Starbucks and H&M, but the best among luxury brands, ahead of BMW and Chanel (Famecount, 2011). Moreover, Burberry was ranked the most popular FTSE100 Company on Facebook and Twitter, according to a report by social media agency Three-D in 2011 (Retail Week, 2011). Social media seem to play a key role in Burberry`s success. However, how did it actually manage to exploit their potential? Is the high number of fans on social media a good indicator of success? Companies are beginning to understand that the brand transition to social media ultimately involves a re-casting of the customer relationship. In social media, the customer is an ally, not an "audience." The audience model is a carryover from obsolescent marketing thinking, as if the brand was an "act" in front of a crowd. A brand that considers customers an "audience" often finds itself resorting to theatrics to make an impression. These can work, for a time, but at the cost of a stagnating brand on a shrinking stage. As allies, customers can add value to the brand, many times over. It will be interesting to see how Burberry handles the "customer audience vs. customer ally" question in the future. The objective of the paper is to highlight how Burberry managed to re-build its luxury image over the last ten years while being closer to its customers than ever and accessible to the mass through its social media marketing. The paper successively presents the heritage of this iconic English fashion brand, its strategy to overcome a major drop in its brand desirability in the late 1990`s with the arrival of Rose Marie Bravo as the Chief Executive Officer. It will then analyze the revitalization strategy of the brand with the arrival of its Creative Director Christopher Bailey in 2001. Burberry`s social media strategy, initiated by the current CEO Angela Ahrendts, and its performance will also be evaluated using the findings of two recent independent studies. Burberry`s social media performance can definitely be improved and it will be with time, as social media will help it to run the business differently. Finally a discussion about the importance of social media for luxury brand management is presented. The conclusion highlights the fast-growing importance of the Chinese market where Burberry is deploying the most advanced brand experience to its consumers. The lessons learned from this study will certainly help luxury brand marketers to engage in social media if they were still hesitant, or improve their social media strategy if they have started, but not sure of how and where to go next.

지방자치단체의 소셜미디어 활용 현황 분석과 의미

서진완 ( Jin Wan Seo ),남기범 ( Ki Bum Nam ),김계원 ( Kye Won Kim ) 한국행정학회 2012 韓國行政學報 Vol.46 No.1

최근 공공기관에서 소셜미디어를 활용하는 사례가 많이 나타나고 있다. 많은 지자체에서 소셜미디어를 활용하거나 구체적인 활용계획을 가지고 있는 것으로 알려져 있다. 소셜미디어가 갖고 있는 파급효과와 전파속도로 인하여 기관의 입장에서도 소셜미디어에 대해 관심을 가질 필요가 있다. 우리나라의 경우 일부 지자체에서 민선 자치단체장의 관심에 따라 주민과의 소통을 향상시키기 위한 수단으로서 소셜미디어의 활용이 시작되었으며 일부 지자체를 중심으로 구체적인 서비스가 실행되고 있다. 그러나 아직 구체적으로 소셜미디어를 활성화하기 위해서는 어떻게 해야 하는지 그리고 무엇을 할 수 있는지 등에 대한 통일된 가이드라인이 제공되지 못한 시작단계에 머무르고 있는 실정이다. 무엇보다도 소셜미디어를 공공기관에서 활용하고자 한다면 우선 이러한 새로운 매체가 갖는 의미를 먼저 생각할 필요가 있다. 이러한 관점에서 본 연구는 소셜미디어를 공공기관에서 어떻게 활용하고 있는지를 분석하고 그 의미를 살펴보았다. 이미 일부 지방자치단체에서는 새로운 형태의 소셜미디어 운영 및 관리주체, 운영 및 관리방식으로 발전하고 있으며, 이러한 변화가 갖는 의미는 향후 공공기관의 역할, 행정서비스의 제공, 공공관리 등의 측면에서 행정의 본질적인 변화를 가져올 수도 있음을 밝혔다. The use of social media in the public sector has become a hot topic. Agencies and departments at all levels of government are adding Twitter, Facebook or YouTube buttons to their otherwise static websites. Government agencies are diving into social media at varying paces. Some local governments have embraced social media to the point that they have created an organizational structure for handling its related issues. Most local governments have certainly led the way in their use of social media for some government purposes. There are also individual government leaders in the social media space for their willingness to participate on social media and genuinely talk to people. In this regard, this paper discusses important issues regarding social media use by local government, in particular, how to prepare to use social media as a governmental entity. Most local government organizations have not yet moved beyond the most basic functionality of social media. Before fully implementing social media use in local government, the analysis results reveal what local governments must understand and prepare for.

A Cross-Cultural Analysis of the Effect of Social Media Use on Psychological Well-Being : The Role of Motivation, Social Support, and Self-Esteem

Hye-ryeon Lee,Hye Eun Lee,Jounghwa Choi 한국소통학회 2017 한국소통학보 Vol.16 No.2

소셜미디어는 사회적 상호작용의 중요한 부분이 되고 있다. 소셜미디어가 심리적 안녕감에 미치는 영향을 이해하기 위해서는 소셜미디어를 이용하는 개인의 동기를 살펴보는 것이 중요하다. 개인들이 소셜미디어 이용에서 무엇을 추구하는지에 따라 이들의 소셜미디어 이용 정도 뿐만 아니라 그에 따른 심리적 결과 또한 달라질 수 있기 때문이다. 이에 본 연구는 미국(N= 564)과 한국(N= 565)의 대학생을 대상으로 한 설문조사를 통해 소셜미디어 이용동기와 심리적 안녕감 간의 관계를 탐색했다. 더불어 이러한 관계에서 문화적 차이가 나타나는지를 한국과 미국의 데이터를 비교하여 고찰했다. 연구결과, 소셜미디어 이용동기가 소셜미디어 이용(즉, 소셜미디어 사이트 이용 개수)에 미치는 영향은 동기의 종류에 따라 다르게 나타났다. 또한 소셜미디어는 두 가지 매개변인 - 사회적 지지와 자아 존중감 - 을 통해 심리적 안녕감에 영향을 미치는 것으로 나타났다. 이러한 관계의 양태는 미국과 한국에서 차이를 보여, 문화가 이 관계에서 중요한 영향력을 행사함을 제시한다. 이러한 결과가 제시하는 함의 또한 논의되고 있다. Social media has become an important part of social interaction. To understand how social media influences psychological well-being, it is important to examine the motivations behind how people use social media. What individuals seek to gain from social media may influence not only the nature and extent of their use of social media but also the type of psychological outcomes they obtain from it. The present study used survey data from the U.S. (N=564) and Korea (N=565) to investigate cross-cultural differences in the relationship between psychological well-being and six different motivations and outcomes of social media use. The study further investigated cross-cultural differences in the relationship between psychological well-being and social media use by comparing American and Korean college students. The results showed that different motivations exerted varying levels of influence on the number of social media sites used. Moreover, the number of social media sites used was shown to influence psychological well-being through two different outcomes: perceived social support and self-esteem. The pattern of the relationship also differed for the U.S. and Korea, thus demonstrating that culture exerts an influence on the observed relationship. The implications of these findings are discussed.