기업 마이크로블로그 이용 동기 및 만족의 한중 비교연구A Comparative Study on Usage Motivation and Satisfactions of Enterprise Micro-blog between Korea and China
- Other Titles
- A Comparative Study on Usage Motivation and Satisfactions of Enterprise Micro-blog between Korea and China
- Authors
- 전병호; 김정; 강병구
- Issue Date
- 2013
- Publisher
- (사)디지털산업정보학회
- Keywords
- Social Network Service(SNS); Enterprise Micro-blog; Use and Gratifications
- Citation
- (사)디지털산업정보학회 논문지, v.9, no.1, pp.177 - 188
- Indexed
- KCI
OTHER
- Journal Title
- (사)디지털산업정보학회 논문지
- Volume
- 9
- Number
- 1
- Start Page
- 177
- End Page
- 188
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/105605
- ISSN
- 1738-6667
- Abstract
- As the number of smart phone users increases, many organizations begin to adopt social media rapidly to diversify communication channels with customers. Specifically, micro-blog, which supports instant and two-way communications between users and between organizations and users, has been adopted by many organizations as an efficient way not only to identify new customers but also to retain existing customers.
The purpose of this study is to investigate the usage motivation and satisfaction of enterprise twitter based on use and gratifications perspectives comparing with Korea and China. Based on prior studies on use and gratifications of internet-related media, information seeking, pleasure/entertainment, relationship, communication, and incentives were identified as usage motivations of enterprise Micro-blog. This study contributes to provide the base of activation strategies and practical implications for micro-blog as a marketing tool.
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Collections - Graduate School > Department of Corporate Management > 1. Journal Articles
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