소셜 네트워크 사이트의 구전 마케팅의 효과성 영향 요인

• 영문명: Factors Affecting Viral Marketing Effectiveness in Social Network Sites
• 발행기관: 한국IT서비스학회
• 저자명: 김신태(Sin Tae Kim) 김종우(Jong Woo Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제3호, 257~274쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

목차

Abstract

1. Introduction

2. Research Background

3. Research Approach and Model

4. Research Method

5. Results

6. Implications

7. Conclusion

References

키워드

Social Network Services Viral Marketing Word of Mouth Advertisement Effectiveness Motivation