Heejung Lee ¹, Ilhyun Bae ²

Affiliations
1 Department of Global Business, CHA University, 120 Hairyong-Ro, Pocheon City, Gyeonggi-do, 11160, KR
2 College of Business Administration, Hyupsung University, 72 Choirubaek-Ro, Hwaseong City, Gyeonggi-do, 18330, KR

Abstract

Objectives: The goal of this research is to search the SNS (Social Networking Service) users after that we classify SNS users by effectiveness of social media marketing and SNS usage. Methods/Statistical Analysis: A total of 235 valid questionnaires were employed for this study. The cluster analysis was used to categorize respondents based on their response toward social media marketing. To identify characteristics of segments, the average of each of components was used. In the next step, a discriminant analysis was employed to investigate whether the groups are properly placed. Finally, The ANOVA was used to differentiate the three clusters. Findings: This study found that SNS users were divided into 3 groups: The cluster 1 was named as ; the cluster 2 was named as ; the cluster 3 as . Improvements/Applications: This study provides useful implication for marketers and a lot of companies to carry out effective Social Networking Service marketing program.

Keywords

Popularity, Positive Evaluation, SNS Reliability, Social Media, Social Networking Services (SNS), Usage SNS.

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Janghyun Kim ¹, Ilhyun Bae ², Yoshimoto Koji ³

Affiliations
1 Department of Business Administration, KC University, Seoul - 07661, KR
2 College of Business Administration, Hyupsung University, Hwaseong city, Gyeonggi-do - 18330, KR
3 Department of Fisheries Business Administration, Gyeongsang National University, Tongyeong city, Gyeongsangnam-do - 53064, KR

Abstract

Objectives: This research examines about Korean Wave in Central Asia. Especially we study relationship of Image richness on Korea and Attitude about Korean Consumer Goods. Methods/Statistical Analysis: Our data analysis has been conducted was analyzed using the structural equation modeling technique, using the AMOS and SPSS software, and we adopt the covariance-based approach. Our respondents were from Tashkent, Uzbekistan (n=377). 61.3 % of total respondents were male (n=231) and 38.7 % (n=146) were female and the mean of age was 23.87. Findings: First, image richness on Korea positive has an impact on reliability of video and music product. Second, the relationships between reliability of video/ music product and image richness on consumer goods are positive. Third, image richness on consumer goods has a positive effect on attitude on consumer goods. Moreover, the results of this study mean that reliability of video product, reliability of music product and image richness on consumer goods has a mediating role between Image richness on Korea and attitude about Korean consumer goods in central Asia. Improvements/Applications: the qualitative aspect of the country image had the halo effect, so it is important to help people come up with more images related to a country.

Keywords

Attitude on Consumer Goods, Central Asia, Image Richness on Korea, Image on Consumer Goods, National Image, Reliability on Entertainment Product.

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