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기업의 SNS 마케팅 활동이 이용자 행동에 미치는 영향: 페이스북 팬페이지 애널리틱스를 중심으로
전형준(Hyeong-Jun Jeon),서봉군(Bong-Goon Seo),박도형(Do-Hyung Park) 한국지능정보시스템학회 2020 지능정보연구 Vol.26 No.1
With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the companys Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebooks OK, Attachment, Share, and Number of Click which are the dependent variables of this study. in order to measure the outcome of the target, the consumers response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebooks ad numbers ‘reach’, ‘exposure’, ‘like’, ‘share’, ‘comment’, ‘clicks’, and ‘CPC’ depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebooks user behavior were analyzed using regression analysis. Content materials are related to the contents difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users behavior would be different depending on the language and formality. For dependent variables, OK and Full Click Count are set by every users action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the depende
강화정(Hwa Jeong Kang),황다연(Da Yeon Hwang),이선우(Seon Woo Lee),김지현(Ji Hyun Kim),전형준(Hyeong Jun Jeon),주용성(Yong Sung Joo) 한국데이터정보과학회 2020 한국데이터정보과학회지 Vol.31 No.5
본 연구에서는 저조한 한국 출산율에 영향을 끼치는 요인을 파악하고자 합계출산율에 대한 분석을 실시하였다. 분석에 사용한 자료는 1998년~2017년 사이에 수집된 OECD 회원국의 1 인당 GDP, 남·여 고용률 차이, 도시화율, 여성의 초혼연령, 이혼율, 주택가격지수, 혼인율, 합계출산율이다. 수집된 자료를 통해 유한혼합물 모형을 구축한 결과, OECD 회원국은 6개의 군집으로 분류되었으며 이 중 2개의 군집이 합계출산율이 증가하는 경향을 보였고, 한국은 감소하는 경향을 보이는 군집에 포함되었다. 또한 합계출산율이 증가하는 추세를 보이는 군집과 감소하는 군집의 비교를 통해 혼인율이 차이가 나는 것을 발견하였다. In this study, an analysis of the total fertility rate was conducted to identify factors affecting the poor fertility rate in Korea. The data used in the analysis are GDP per capita, differences in male and female employment rates, urbanization rates, women’s early age, divorce rate, housing price index, marriage rate, and total fertility rate, collected between 1998 and 2017. As a result of constructing the finite mixture model from the collected data, OECD member countries were classified into 6 clusters, of which 2 clusters tended to increase in total fertility rate, and Korea was included in clusters showing a tendency to decrease. In addition, it was found that the difference between the marriage rate was found by comparing the clusters showing a tendency to increase the total fertility rate and the clusters decreasing.