• Title, Summary, Keyword: social media

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Lessons Learned from the Failure Cases in Social Media Marketing (소셜미디어 마케팅 실패사례 분석을 통한 소셜미디어 마케팅 전략 연구)

  • Cho, Eun-Young;Park, Jin-Won;Kim, Hee-Woong
    • Knowledge Management Research
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    • v.16 no.2
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    • pp.91-111
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    • 2015
  • Social media marketing has gained attention from marketers due to the growing number of social media users. Marketers around the globe have a serious concern over how to utilize social media as a successful marketing tool. Many of them show a lack of understanding of the essential feature of social media and effective social media marketing strategies, which brings about a higher chance of social media marketing failures. Analyzing the failure cases of social media marketing is vital because it provides rich insights for marketing experts who have difficulty in developing effective social media marketing strategies. Therefore, this study conducted multiple case studies by selecting five failure cases of social media marketing which we defined as paradigmatic social media marketing failures which happened in the last five years in South Korea. From the case studies, we derived five successful social media marketing strategies. This study has a theoretical implication because it is the first to suggest effective social media marketing strategies based on the analysis on social media marketing failure cases. It also has a practical implication since it proposes specific social media marketing strategies which can help facilitate successful social media marketing.

A Study on Establishing 'Social Media Committee' Based on the Social Trust (소셜트러스트 기반의 소셜미디어 전담기구('소셜미디어위원회') 설립 방안 연구)

  • Moon, Hyung-Nam
    • Journal of Digital Convergence
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    • v.10 no.7
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    • pp.41-58
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    • 2012
  • Although the social media plays leading role in the change the political, economic, social and cultural environment in all fields, it is not really understanded the overall management of social media in society. With understandings on the influence of social media, the purpose of this study is to investigate the characteristics of social media and to provide some suggestion to make use effectively of social media in society. To achieve th purpose of this study, the responsibility and the effort of government was examined. As a result, the Social Media Strategy Broad (tentative title 'Social Media Committee') suggests to protection of the users' rights and active support of the current utilization. This study is expected to show the meaningful implication of social media strategy and standard of the social media utilization in policy, education etc.

Focus Group Based Evaluation of Social Media Usage in Indonesia's Digital Government

  • Kartikawangi, Dorien
    • Asian Journal for Public Opinion Research
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    • v.8 no.1
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    • pp.41-58
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    • 2020
  • This article attempts to explain social media use within the relationship between the public and government of Indonesia in the era of digital government, as well as to consider public opinion on this matter. This research is based on the application of social media logic and the theory of dialogic communication and action. A qualitative descriptive approach was used to observe the general behavior of social media use by 34 ministries in Indonesia, including interviews with the resource persons within the ministries and focus group discussions with members of the public and observers. The research shows that the relationship between the public and government is accommodative and in line with social media logic. The public sector implemented social media as its platform, which has been further adopted by all ministries. The public sector cannot avoid social media, as it has become part of basic connectivity, even though the use of social media by the government still tends to be in the form of presenting public information. There are advantages and disadvantages of the usage of social media by the government. The advantages include allowing the government to be more open via social media so that communication between the government as the ruling organization and its public can be more fluent. Social media provides space to the public sector in the practice of digital government. Some disadvantages arise as logical consequences that usage of social media cannot be separated from the implementation of digital government. The adaptive behavior of social media by the government can be found by following social media logic as part of digital government implementation. Social media logic causes the government to follow the rules of social media. In this context, the strength and power of the country seems to be regulated by social media. Therefore, more studies on how social media is managed in the context of its usage as digital government support is needed.

The Influence of Social Capital Types Through Social Media on Consumer Citizenship (소셜미디어를 통한 사회자본 유형이 소비자시민성에 미치는 영향)

  • Jang, Il Hoon;Lee, Seonglim;Park, Eun Jung
    • Journal of Korean Home Management Association
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    • v.35 no.1
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    • pp.107-124
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    • 2017
  • Consumer citizenship is essential for better market and economy, and social capital plays an important role for raising consumer citizenship. This study explored the types of social capital developed on social media, and investigated the relationship between consumer citizenship of college students and social capital. Using data from 263 undergraduate students currently using social media, K-mean cluster analysis, one-way ANOVA, Duncan's multiple range test, chi-squared test, and multiple regression analysis were conducted. The major results were as follows. First, four types of social capital on social media were identified: mediocre social capital, instrumental-centered social capital, weak social capital, and strong social capital. Second, socio-demographic characteristics variables such as gender and work experience showed significant difference by type of social capital through social media. In addition, the most used social media and time for using social media variables showed significant difference by type of social capital through social media. Third, controlling for socio-demographic characteristics and social media usage pattern, the types of social capital had a significant effect on consumer citizenship. Based on the results, the implications for consumer education to develop consumer citizenship were suggested.

Examining Context-specific Social Media Marketing Strategies

  • Park, Jin-Won;Cho, Eun-Young;Kim, Hee-Woong
    • Asia pacific journal of information systems
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    • v.26 no.1
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    • pp.143-162
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    • 2016
  • Social media marketing has gained attention from marketers because of the growing number of social media users. Considering the unique context of each company or organization behind the marketing is necessary when choosing and applying various social media marketing strategies to ensure achievement of better business performance. However, previous studies have focused on context-specific marketing strategies. Accordingly, this study aims to develop context-specific social media marketing strategies. In this study, we first develop a conceptual framework with two items, namely, brand awareness and business orientation of an organization, as criteria, and classify the framework into four contexts. We then propose context-specific social media marketing strategies for each of the contexts. We examine the framework and proposed social media marketing strategies based on multiple case studies. The primary contribution of this study is our context-specific social media marketing strategies.

Social Media as a Technology for Being : The Qualities of Being on Social Media and the New Problematics of Social Media Research

  • Juhn, Sunghyun
    • Asia pacific journal of information systems
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    • v.26 no.1
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    • pp.41-65
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    • 2016
  • What prevails in the today's research on social media is a functional view of technology. Technology is regarded as a set of technical devices used to conduct specific social functions, such as personal communication, social networking, public posting, and corporate advertising, among others. This paper proposes that such a functional view of technology renders social media research unduly limited and constrained in its scope, level, and direction of inquiry. Problematizing on some representative social media research efforts in the field of IS, this paper provides an alternative perspective, that is, to view social media as a technology-for-being that exerts a deeper level of influence on our existence, molding and shaping the nature and mode of being itself. Such a technology-for-being perspective has been rarely explored or subscribed to in the present IS social media research. Building upon the new conception of social media as a technology-for-being, this essay explores the quality of being in the context of social media. Five such qualities are discussed, including virtuality, materiality, externality, liquidity, and hybridity. The essay also explores the deep structural problems of research to guide future social media research. Six of such problems include Problematize-the-Natural, Follow-the-Actor, Welcome-the-Frankenstein, Weber-meets-Frankenstein, Freud-meets-Frankenstein, and Marx-meets-Frankenstein. The essay concludes with discussions on the implications of the essay, its limitations, and suggestions for future work.

The cultural value effects on social media eWOM in the hospitality industry -A cross cultural study of comparison among China, Korea, and the USA- (환대산업에서 문화적 가치의 Social Media를 통한 Electronic word-of-mouth (eWOM)에 대한 영향 -중국, 한국, 미국 간의 문화 비교 연구-)

  • Kang, Sun-Goo;Oh, Chang-Ho
    • 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.

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The Impact of Social Media Use and Motive on Social Capital: Comparison of Open/Closed Social Media (소셜미디어 이용정도 및 이용동기가 사회자본에 미치는 영향: 개방형/폐쇄형 소셜미디어 비교)

  • Lee, Chang-Ho;Jung, Nak-Won
    • Korean journal of communication and information
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    • v.65
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    • pp.5-26
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    • 2014
  • This research investigated to what extent social media use and motivation contributed to the bridging/bonding social capital and social, political participation by using the national survey on high school and university students. In particular, this research divided social media into two groups: open and closed one. The result of analysis showed that the use of open social media reinforced bridging social capital and that of closed social media did bonding social capital. Motives for social media use affected both bridging social capital and bonding social capital. Social media use and motive all had a positive influence on social, political participation. In conclusion, the effect of social media on social capital may be decided by the characteristics of social media and the purpose of social media use.

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Effects of Social Media Utilization on Labor Union Social Capital in South Korea

  • Lee, Ji-Heon;Jung, Hoe-Kyung
    • International journal of advanced smart convergence
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    • v.6 no.2
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    • pp.34-50
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    • 2017
  • This study delved into the effects of labor union members' social media utilization for the formation of labor union social capital. Specifically, this study aimed to identify the effects of labor union-related social media use and participation on the labor union's social capital formation through quantitative and qualitative research. It set up trust, network, and participation as social capital components and as dependent variables. Network, in particular, was divided into bonding and bridging aspect. There is the correlation between labor union-related social media use and the formation of labor union social capital. As participation in the group type social media operated by a labor union becomes more active, evaluation on labor union social capital throughout trust, network, and participation is higher. Especially, the correlation between bonding network and bridging network was high. This proves that a labor union's bond enhancement does not result in the labor union's selfishness, but it can build a cooperative system with an external network.

Tourism Industry Competitiveness of Korea via Social Media: A Comparative Analysis of Social Presence Type (소셜 미디어를 이용한 국내 관광산업의 경쟁력 강화전략: 사회적 실재감 유형별 차이분석)

  • Chung, Namho;Koo, Chulmo
    • The Journal of Information Systems
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    • v.22 no.1
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    • pp.117-143
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    • 2013
  • Social media have been rapidly and widely adopted in various areas, and tourism industry can be one of potential growing areas. Tourist and travelers would like to share their photos and stories as well as find others' experiences. People are doing their activities through social media. Regarding relaxing entertainments, information sharing, escapism, social interaction, tourism activities are being paid attention by majority of users in social media. However, Although people have various motivation for using social media, academically researchers have not actively studied on the phenomenon arising from tourism industry. Therefore, this study aims to the reasons for tourism information searching motivational factors of social media that influence perceived value and its consequences such like before-searching, during-searching, and after-searching and divided social media into two types according to the level of social presence, and then empirically verified them. Antecedent variables divided into benefits including perceived usefulness and information quality and sacrifices including complexity and perceived effort. Our analysis results show that both of dimensions had the greatest effect on perceived value of social media use, which affect the consequences.