신제품 프로모션에 대한 온라인 소셜네트워크의구전효과 분석 : 트위터의 정보전달과정을 중심으로
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 김형진 | - |
dc.contributor.author | 손인수 | - |
dc.contributor.author | 이동원 | - |
dc.date.accessioned | 2021-09-07T01:19:01Z | - |
dc.date.available | 2021-09-07T01:19:01Z | - |
dc.date.created | 2021-06-17 | - |
dc.date.issued | 2012 | - |
dc.identifier.issn | 2288-4866 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/109812 | - |
dc.description.abstract | In Twitter, a user can post a message below 140 characters on his/her account, and can also repost a message of other users who the user follows. The message posted by the user in turn can be seen and reposted by other users who follow the user, which is called Re-tweet (RT). While some messages spread widely, other messages have relatively less or no RT. What factors cause these quantity variances of RT originated from original messages? How can the messages become influential in online social networks? As an effort to answer the above questions, we focused on information vividness, message characteristics, and originator characteristics. In perspective of managerial implication, we expect that the findings of this paper will provide corporations with helpful insight on the Word-of-Mouth (WOM) effect for efficient and effective advertisements and communications when they send a message of new products or services through Social Network Services. In perspective of academic implication, we identify the effect of contents of a message on WOM, which has been dealt with by few social network researches. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | 한국지능정보시스템학회 | - |
dc.title | 신제품 프로모션에 대한 온라인 소셜네트워크의구전효과 분석 : 트위터의 정보전달과정을 중심으로 | - |
dc.title.alternative | The Viral Effect of Online Social Network on New Products Promotion: Investigating Information Diffusion on Twitter | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | 이동원 | - |
dc.identifier.bibliographicCitation | 지능정보연구, v.18, no.2, pp.107 - 130 | - |
dc.relation.isPartOf | 지능정보연구 | - |
dc.citation.title | 지능정보연구 | - |
dc.citation.volume | 18 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 107 | - |
dc.citation.endPage | 130 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART001679891 | - |
dc.description.journalClass | 2 | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | Oneline Social Network | - |
dc.subject.keywordAuthor | New Products Promotion | - |
dc.subject.keywordAuthor | - | |
dc.subject.keywordAuthor | 신제품 프로모션 | - |
dc.subject.keywordAuthor | 온라인 소셜네트워크 | - |
dc.subject.keywordAuthor | 리트윗 | - |
dc.subject.keywordAuthor | 트위터 | - |
dc.subject.keywordAuthor | 구전효과 | - |
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