KOREASCHOLAR

Social networking sites (SNS) is an image-oriented sharing platform and can form social relationships among users. This allows individuals to create and share the contents which include their stories, ideas, reviews, opinions, and evaluations, etc. Consumers who sympathize with and trust these contents will follow them and form the relationships. Contents created and shared by individual users is more effective than advertisements delivered by brands in generating electronic word of mouth (e-WOM). Accordingly, opinion leaders and influencers who influence potential customers based on their opinions and style related contents have emerged in various fields such as health, fitness, fashion, beauty, food, and high-tech.

• Min-Sook Park(Catholic University of Pusan, Republic of Korea)
• Yong Ju(Kyonggi University, Republic of Korea)
• Kyung Hoon Kim(Changwon National University, Republic of Korea)