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Information Diffusion in Online Social Media
Insoo Son,Esther Kim,Dongwon Lee 한국지능정보시스템학회 2012 한국지능정보시스템학회 학술대회논문집 Vol.2012 No.12
Micro-blogging has been rapidly growing and gaining explosive popularity worldwide. Among the multiple micro-blogging services available in the market, Twitter is the most popular one so far. In particular, the service is characterized with “Retweet” feature, which represents how a user’s or a groups’ ideas are disseminated throughout an online communication environment. In this study, we explore the information diffusion mechanism under online social network environments by investigating the effect of message and user characteristics on multiple dimensions of Retweet phenomenon including volume, speed, and duration. We collected about 11k tweet messages related to the subjects of major telecom service providers in Korea (i.e., SK, KT, and LGU Plus) between September 2011 and December 2011. These original tweet messages have been retweeted at least once and generated more than 59k retweets. For the empirical test, we identified contextual factors derived from message and user characteristics and conducted multiple regression analysis. We found that information features inherent in tweet messages, such as URL, Hashtag and message length, have significant effect on retweet volume and duration. Our results also show that the retweet volume is affected by message content. The findings in the study suggest that some user characteristics, such as user identity, social relation with other users, and the level of tweet participation, have strong relationship with the speed and duration of retweet. From academic perspective, our study broadens theoretical knowledge of information diffusion mechanism over online social media. For practitioners, the study also provides managerial implications regarding how to strategically utilize online social media for marketing communications with customers.
Son, Insoo,Lee, Jong-Ho,Lee, Dongwon Korean Marketing Association 2017 ASIA MARKETING JOURNAL Vol.19 No.4
Open innovation is based on a different knowledge landscape, with a different logic about the sources and uses of technologies. It implies that firms increasingly rely on external sources of innovation by emphasizing these ideas and resources. Using datasets from the UK biotechnology industry, this paper explores firms' willingness to participate in open innovation. The results indicate that the switching cost is identified as the direct predictor of the willingness to participate in open innovation. While high commitment based on the trust with partner increases switching costs, IT infrastructure within the firm decreases switching costs to open innovation. Taken together, this research broadens the study on open innovation by applying the switching cost as a medium of knowledge transfer in the biotech industry.
Insoo Son,Dongwon Lee,Jae-Nam Lee 한국경영정보학회 2010 한국경영정보학회 학술대회논문집 Vol.2010 No.1
The goal of this study is to examine the impact of cloud computing adoption on the market value of the firm. Employing the event study methodology, we analyzed 72 firm-level announcements regarding cloud computing adoption. The results indicated that cloud computing adoption announcements were associated with positive increases in the market value of the firm. In addition, we found that there were differences in market returns to cloud computing adoption depending on strategic adoption intention, firm size, and industry sector. These results provide useful implications for the firm’ decision-making about whether, when, and how to adopt cloud computing to maximize its business value.
Insoo Son,Dongwon Lee,Gwanhoo Lee,Youngjin Yoo 한국경영정보학회 2014 한국경영정보학회 학술대회논문집 Vol.2014 No.1
This study theoretically explores the impact of the modularity and virtualization of IT architecture on a firm's ability to learn through exploration and exploitation. Drawing on prior research on modularity, virtualization, organizational learning, and IT governance, we develop a theoretical framework that suggests the modularity and virtualization of IT architecture fosters explorative and exploitative learning. We further propose that the effects of modularity and virtualization are moderated by IT governance factors such as the locus of IT control and the ownership of IT resources.
Son, Insoo,Lee, Jong-Ho,Lee, Dongwon Korean Marketing Association 2018 ASIA MARKETING JOURNAL Vol.19 No.4
Open innovation is based on a different knowledge landscape, with a different logic about the sources and uses of technologies. It implies that firms increasingly rely on external sources of innovation by emphasizing these ideas and resources. Using datasets from the UK biotechnology industry, this paper explores firms' willingness to participate in open innovation. The results indicate that the switching cost is identified as the direct predictor of the willingness to participate in open innovation. While high commitment based on the trust with partner increases switching costs, IT infrastructure within the firm decreases switching costs to open innovation. Taken together, this research broadens the study on open innovation by applying the switching cost as a medium of knowledge transfer in the biotech industry.
Son, Insoo,Kim, Young-kyu,Lee, Dongwon The Korea Society of Management Information System 2015 Asia Pacific Journal of Information Systems Vol.25 No.2
This study aims to investigate the effect of message content and source user identity on information diffusion in Twitter networks. For the empirical study, we collected 11,346 tweets pertaining to the three major mobile telecom carriers in Korea for three months, from September to December 2011. These tweets generated 59,111 retweets (RTs) and were retweeted at least once. Our analysis indicates that information diffusion in Twitter in terms of RT volume is affected primarily by the type of message content, such as the inclusion of corporate social responsibility activities. However, the effect of message content on information diffusion is heterogeneous to the identity of the information source. We argue that user identity affects recipients' perception of the credibility of focal information. Our study offers insights into the information diffusion mechanism in online social networks and provides managerial implications on the strategic utilization of online social networks for marketing communications with customers.
Insoo Son,Jong-Ho Lee,Dongwon Lee 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This study explores influencing factors for firms’ willingness to participate in open innovation. We identify commitment and trust, switching cost, and IT infrastructure as the key predecessors. The study further examines how these variables affect the firms’ participation in open innovation using datasets from the UK biotechnology industry.