지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2012.5
- 수록면
- 173 - 180 (8page)
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이 논문의 연구 히스토리 (2)
2012
The Viral Effect of Online Social Network on New Products Promotion : Investigating Information Diffusion on Twitter
Hyungjin Kim
,
Insoo Son
,
Dongwon Lee
지능정보연구
2012.06
학술저널
The Viral Effect of Online Social Network on New Products Promotion : Investigating Information Diffusion on Twitter
Hyungjin Kim
,
Insoo Son
,
Dongwon Lee
한국지능정보시스템학회 학술대회논문집
2012.05
학술대회자료
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초록· 키워드
오류제보하기
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.
목차
Abstract
Introduction
Theoretical Background
Hypothesis Development
Research Methodology
Empirical Results
Discussion
Conclusion
References
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