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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.13 no.10, 2015년, pp.195 - 207
김인기 (호서대학교 벤처대학원 정보경영학과) , 전인오 (호서대학교 벤처대학원 정보경영학과)
Social media marketing should be approached in a different way from traditional media marketing. This study uses a theoritical and empirical method to analyze what impact social media's key elements - provide information, interactivity and playfulness - have on corporate performance and awareness. A...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
소셜미디어에서의 유희성이란? | 소셜미디어에서의 유희성이란 오락성, 즐거움, 정서, 몰입, 재미, 만족감 등의 유희적인 동기 요인에 대한 기대와 평가로 사용자들이 사이트를 방문하는 것을 의미한다. 또한 오래 머물도록 하기위해 충분한 볼거리와 필요한 정보를 제공하고, 게임, 경품, 이벤트, 할인행사 등 오락적 요소를 충분히 제공하는 것을 말한다. | |
소셜미디어의 특징은? | 디지털 미디어가 미디어의 새로운 기술적특성을 강조하고 ‘신기술을 통한 매개성(mediation through digital)’ 이 중시되는 것이 특징이라면 소셜미디어는 미디어의 사회적 특성을 강조한 것으로 ‘미디어의 사회적 소통(social communication of media)’이 중시되는 것이 특징인 것이다[4]. 모바일 기기의 발달로 언제 어디서나 실시간으로 정보를 생성하고 공유할 수 있으며 즉각적인 반응을 확인할 수 있다는 장점이 기존의 매체들보다 빠르게 사람들의 욕구를 충족하게 되었다. | |
소셜미디어의 장점은? | 디지털 미디어가 미디어의 새로운 기술적특성을 강조하고 ‘신기술을 통한 매개성(mediation through digital)’ 이 중시되는 것이 특징이라면 소셜미디어는 미디어의 사회적 특성을 강조한 것으로 ‘미디어의 사회적 소통(social communication of media)’이 중시되는 것이 특징인 것이다[4]. 모바일 기기의 발달로 언제 어디서나 실시간으로 정보를 생성하고 공유할 수 있으며 즉각적인 반응을 확인할 수 있다는 장점이 기존의 매체들보다 빠르게 사람들의 욕구를 충족하게 되었다. 또한 사람들의 친화욕구와 자기표현 욕구가 증대함에 따라 타인과 공감대를 형성하고 소통을 통해 관계를 유지하고자 하는 성향이 양방향성을 가진 소셜미디어 활용의 증가로 이어져 빠른 확산이 이루어졌다고 보았다[5]. |
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