Effect of Participant Activity of SNS Based Online Event on the Diffusion (SNS기반 온라인 이벤트 참여자의 활동성이 확산에 미치는 영향)

Jae-Won Hong (홍재원); Junsik Kwak (곽준식)

doi:10.9708/jksci.2021.26.02.221

Effect of Participant Activity of SNS Based Online Event on the Diffusion

Journal of The Korea Society of Computer and Information
Abbr : JKSCI
2021, 26(2), pp.221-227
DOI : 10.9708/jksci.2021.26.02.221
Publisher : The Korean Society Of Computer And Information
Research Area : Engineering > Computer Science
Received : January 20, 2021
Accepted : February 22, 2021
Published : February 26, 2021

Jae-Won Hong ¹, Junsik Kwak ²

¹경남과학기술대학교
²동서대학교

Accredited

ABSTRACT

In this paper, we tried to explore factors influencing the diffusion of online events through SNS by analyzing the online footprint of consumers. To this end, log data of online events conducted by “C” beer brands were collected and analyzed. The analysis unit of log data was set for each one hour, and the analyzing method used descriptive and regression analysis. Results are as follows. First, factors influencing the diffusion of the view of SNS-based online events were like, friend used coupon, and friend size. In particular, the size of friends had the greatest impact on the diffusion, which again suggests the importance of social hubs in online events. Second, factors influencing the diffusion of the number of inflows were also like, friend used coupon, and size of friends. Third, it was found that the number of reply did not affect the diffusion of views and inflows. This study is meaningful that it suggested an alternative plan to increase the effect of online events by using real data.

KEYWORDS

Online event, Online activity, Promotion, SNS, Diffusion

Citation status

* References for papers published after 2023 are currently being built.

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This paper was written with support from the National Research Foundation of Korea.

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Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65

Effect of Participant Activity of SNS Based Online Event on the Diffusion

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Citation status

* References for papers published after 2023 are currently being built.

Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65

Effect of Participant Activity of SNS Based Online Event on the Diffusion

ABSTRACT

KEYWORDS

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* References for papers published after 2023 are currently being built.