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Drivers of Social Network Formation: Exploring Brand Homophily
Inyoung Chae(채인영) 한국마케팅학회 2021 마케팅연구 Vol.36 No.4
본 연구는 소비자들의 브랜드 선호도가 소셜 네트워크 형성 동종애(homophily) 형성 기반이 될 수 있는지에 대한 실증적 고찰을 목표로 한다. 사회학의 주요 이론 중 하나인 동종애(Homophily)에 의하면, 비슷한 인구 통계학적 기반 및 성향을 공유하는 소비자들은 동종의 소셜 네트워크를 형성할 확률이 높은 것으로 알려져 있다. 반면에, 마케팅 영역에서는 브랜드가 얼마나 소비자들의 자아, 가치관, 성향을 반영하는지에 대한 역방향 인과 관계에 대한 고찰이 중심이 되어, 어떻게 소비 성향이 소셜 네트워크 형성에 기여하는 지에 대한 연구는 미흡한 상황이다. 유사한 기저 가치관을 공유하는 것이 소셜 네트워크 형성에 주요 동인이라 하면, 소비자들의 가치관이 반영된 브랜드를 동시에 선호하는 사람들 사이의 유대감 형성의 확률 또한 현저히 높을 것이다. 이러한 가정을 입증하기 위하여, 본 연구에서는 미국 내 고등학교 현장연구를 통하여 학생들 간의 브랜드 선호도 및 소셜 네트워크를 측정하였다. 인구 통계학 요인을 포함한 다양한 동종애 기반들을 통제한 상황에서 본 연구는 브랜드 선호도와 소셜 네트워크 형성의 유의미한 관계를 확인할 수 있었다. 브랜드 카테고리에 대한 추가적인 연구는 유의미한 브랜드 선호도와 소셜네트워크 형성의 관계가 패션, 음악 카테고리일 때 더 현저함을 보여주었다. 이와 같은 결과들을 통해 본 연구는 다양한 소셜네트워크 상에서 이루어지는 소비자들의 행동에 대한 이해도 및 플랫폼 상의 네트워크 형성에 대한 근원적 이해를 제고하는 기반을 마련하였다. This paper examines whether consumers’ brand preferences are relevant sources of homophily in social networks. According to the literature on homophily in sociology, consumers who are similar in various dimensions tend to develop homophilous social ties (“birds of a feather flock together”). While extensive literature indicates that brands reflect consumers’ identity, values, and tastes, how consumption-related aspects form homophilous social ties has been largely ignored. If having similar underlying values leads to strong social ties being more likely to form, then two people with similar or shared brand preferences should be more likely to become friends if given the opportunity. To test this phenomenon, this research leverages a field study in a high school by measuring students’ brand preferences and unobtrusively mapping the social network of the students. After controlling for other homophily sources (e.g., demographic factors), we find a strong association between similarity in strong brand preferences and the presence of social ties. They are particularly strong in three different product categories (fashion, music, and technology) among popular brands.
NEWS CONTENT ANALYSIS: THE DIFFERENCE BETWEEN AI AND HUMAN ANCHOR PROGRAMS
Lin Kim,Inyoung Chae 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
With the dramatic advance in artificial intelligence, the use of an AI anchor in the news industry is a subject of great interest. An AI anchor is a computer-generated news anchor that mimics the human voice, appearance, and facial expressions to present the news. As the focus of this study is to investigate how the news media utilize an AI anchor in the news program, the research questions are as follows: (1) What are the differences in news topics between AI and human anchors? (2) How does the viewership differ based on these topic choices, with a focus on the emotional impact?
THE IMPACT OF THE NUMBER OF CROWDFUNDING ROUND ON CONSUMER RESPONSES AND THE FUNDING SUCCESS
Jaekang Heo,Inyoung Chae,Ahyoung Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The purpose of this research is to examine the impact of firms’ repeated use of crowdfunding on consumer responses and the funding success, focusing on compensatory crowdfunding that provides products and services when funding is successful. The result indicates that the number of crowdfunding round and achievement rates are related to parabolic forms. These results suggest that investors can recognize the number of crowdfunding round as a important signal for crowdfunding investment. In addition, this research aims to present practical implications for crowdfunding firms and platforms to attract ongoing investments.
Organic layer serves as a hotspot of microbial activity and abundance in Arctic tundra soils.
Lee, Seung-Hoon,Jang, Inyoung,Chae, Namyi,Choi, Taejin,Kang, Hojeong Springer-Verlag 2013 Microbial ecology Vol.65 No.2
<P>Tundra ecosystem is of importance for its high accumulation of organic carbon and vulnerability to future climate change. Microorganisms play a key role in carbon dynamics of the tundra ecosystem by mineralizing organic carbon. We assessed both ecosystem process rates and community structure of Bacteria, Archaea, and Fungi in different soil layers (surface organic layer and subsurface mineral soil) in an Arctic soil ecosystem located at Spitsbergen, Svalbard during the summer of 2008 by using biochemical and molecular analyses, such as enzymatic assay, terminal restriction fragment length polymorphism (T-RFLP), quantitative polymerase chain reaction (qPCR), and pyrosequencing. Activity of hydrolytic enzymes showed difference according to soil type. For all three microbial communities, the average gene copy number did not significantly differ between soil types. However, archaeal diversities appeared to differ according to soil type, whereas bacterial and fungal diversity indices did not show any variation. Correlation analysis between biogeochemical and microbial parameters exhibited a discriminating pattern according to microbial or soil types. Analysis of the microbial community structure showed that bacterial and archaeal communities have different profiles with unique phylotypes in terms of soil types. Water content and hydrolytic enzymes were found to be related with the structure of bacterial and archaeal communities, whereas soil organic matter (SOM) and total organic carbon (TOC) were related with bacterial communities. The overall results of this study indicate that microbial enzyme activity were generally higher in the organic layer than in mineral soils and that bacterial and archaeal communities differed between the organic layer and mineral soils in the Arctic region. Compared to mineral soil, peat-covered organic layer may represent a hotspot for secondary productivity and nutrient cycling in this ecosystem.</P>