This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor’s six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies.

The study is focused on analyzing the SNS using characteristics of the people surveyed, as for the SNS acceptance channel of the food service corporations, accounted voluntarily for 71%. The SNS food service information regarding information of menu, location of store, price, coupon, taste evaluation, event, promotion, reservation and store atmosphere was researched. The most preferred information sharing for SNS food service were researched and found Facebook, blog and others in increasing order. The most preferred media to obtain SNS food service information were smart phone, desktop computer and others. The result of verifying differences in the perceived ease of use were also evaluated according to the food service corporation of SNS using characteristics of the people and was found: the longer period of SNS use, longer was access time: more number of visiting times, higher perceived ease of use. As for the difference in the perceived service value: longer the period of SNS use, more preferred was the blog: the more number of visiting times, the higher perceived service value. As for the difference in the online mouth-to-mouth intention: longer the period of SNS use, longer was access time: the more number of visiting times, the higher online mouth-to-mouth intention. Therefore, these research results provide useful implications in the working-level aspects such as providing basic data and the academic approach of the study, when the food service corporations establish marketing strategies through SNS.

In recent years, utilization of social network sites (SNS) such as Facebook, Instagram, and Twitter for text, image, and video sharing in Jakarta, Indonesia, is becoming very popular. Many fashionistas - artist, singer, designer, and fashion blogger - take advantage of SNS to share what they are doing, what they are wearing, and even their personal life. Apparently, their glamorous life style has been attracting million of followers. High appreciation toward their posts in SNS is given by clicking ‘likes’ symbol as well as positive comments from the followers. This paper provides an overview of social network activity in Jakarta for promoting fashion brand. A netnographic approach was conducted to observe and analyze SNS’ content, which consists of photos, texts and hashtags, and followers’ comments. Since SNS’ account owner could have dual roles, i.e. as consumer and supplier, we categorize two types of account owner. First, fashionistas who launch personal account and, at the same time, have collaboration with fashion brand or have their own clothing line; and second, apparel companies who promote their product through SNS. We noted that apparel companies utilize SNS to launch new fashion products and to give detail information, which include photos, products size, and how to purchase, which is simply a business as usual. In the other hand, fashionista’s shared their personal style, favorite brand and designer, and fashion tips for the followers, such as mix and match fashion and where to purchase. Personal style is presented by wearing an outfit for a commercial events, e.g. product launching, gala show, etc.; and for daily use, e.g. fashion shopping, hang out with friend, and travelling. Fashionistas usually mention the brand or the designer of clothing, shoes, and bag that they wear in the photo with good recommendation, thus a positive electronic word of mouth (e-WOM) is conveyed to the followers instantaneously. Even though fashionistas’ activity is actually part of marketing practice that promote fashion brand, personal approach through their shared life style is obviously more appealing rather than direct promotion activity by apparel companies. It is proven by number of followers, likes, and comment from fashionistas’ followers which is greater than apparel companies. As the similarity, both apparel companies and fashionistas give knowledge sharing about fashion to the followers, and utilize commenting section to interact with them. In turn, e-WOM is also exchanged through discussion among followers on the commenting section; and the ability of followers to share content with other users. Then, mentioning hashtags – a number sign character (#) followed by a word or phrase related to the topic - is strengthen e-WOM because hashtags is clickable and searchable for SNS users.

Nam, Sin-Hye. 2015. “The Discourse Functions of Code Switching on SNS texts : focusing on the case of Facebook”. The Sociolinguistic Journal of Korea 23(1). 31~53. This study aims to figure out the discourse functions of code switching which appears in the texts posted on SNS, especially Facebook. In order to satisfy this purpose, this study observed and analysed several individual timeline pages whose owners have a plural language background, but live in a monolingual society. The results are as follows. First, a lot of code switching examples appeared in the observed texts, even though the writer lived in a monolingual society. Second, the unmarked code of the individual writers was their mother language and it was chosen when the posting was about the writer's everyday life and appeared as a longer passage. Third, when the writers chose their marked code, they had at least four particular reasons that were related to discourse functions; including or excluding a particular reader, using more effective words, emphasizing or watering down the implications of the text, and changing the speech act or topic. Finally, these results show that the community on SNS is closer to a plural lingual society rather than a closed monolingual community. On SNS, the users act as if they live in a multi lingual space and perform as plural linguals, although, in the reality, they live in a very monolingual society. And this is one of the important characteristics of a SNS discourse community.

The object of this study was to employ effective marketing methods using SNS by determining how food-related SNS usage characteristics have influence on dine-out motivation and restaurant satisfaction and how this affects people's quality of lie. Survey respondents were men and women who have had used some kinds of food-related SNS. The survey included general characteristics of respondents, food-related SNS usage characteristics, dine-out motivation, restaurant satisfaction, and food-related quality of life. Food-related SNS usage characteristics were divided into convenience, effective time-spending, and informative; Dine-out motivation was sorted into entertainment motivation and social motivation by factor analysis. Analysis of the connections between the variables by AMOS showed that among food-related SNS usage characteristics, convenience did not have a significant influence on either entertainment or social motivation. Informative had a positive effect on entertainment motivation (p<0.05), but not on social motivation. On the other hand, effective time-spending through food-related SNS had an impact on both entertainment (p<0.001) and social (p<0.05) motivation. Moreover, the effect of dine-out motivation on restaurant satisfaction showed that entertainment motivation (p<0.05) and social motivation (p<0.01) both have significant influences on restaurant satisfaction. Also, restaurant satisfaction turned out to affect quality of life (p<0.05). As a result of this study, the usage of food-related SNS did not directly influence customers' restaurant satisfaction and quality of life; (p<0.05). As a result of this study, the usage of food-related SNS did not directly influence customers' restaurant satisfaction and quality of life; however, it had an impact on dine-out motivation and gain pleasure of dining out and help improve the quality of life in the long run; thus, it is believed that marketing strategies thorough SNS by restaurant industry are required.

The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.

The mobile SNS is a promising e-service platform of the future. However, measuring its service quality is a challenge. An appropriate model for measuring service quality is required. This paper proposes e-service quality models for analyzing mobile SNS platform quality, based on previous service quality researches. An empirical study is performed on the proposed models. The results show that constructs of existing e-service models such as responsiveness and assurance do not fit the mobile SNS platform, and that loyalty and value are better measures for mobile service quality.

This research was designed to conduct research to apprehend fashion brand's mobile SNS characteristics in depth and the related consumer psychology and behaviors such as brand attachment and brand loyalty. The fashion brand's mobile SNS characteristics were differentiated from the web-based fashion brand's SNS. This study targeted women in their 20s using mobile Facebook and mobile Twitter, and residing in Seoul or Gyeonggi province. Total 412 observations were collected through online survey. The major findings of the study were as follows. First, as the characteristics of fashion brand's mobile SNS, ease of fashion data storage, fashion recentness, fashion usefulness, and fashion accessibility were extracted. As the factors of the flow, time distortion/focused attention and playfulness were extracted. Second, the fashion recentness and fashion usefulness showed positive influence to time distortion/focused attention factor in the flow. All four fashion brand's mobile SNS characteristics showed positive influence to playfulness factor in the flow. Third, time distortion/focused attention factor and playfulness factor both showed positive influence to brand attachment and brand loyalty from using fashion brand's mobile SNS. Fourth, brand attachment had positive influence to brand loyalty from using fashion brand's mobile SNS. Based on the above results, this study provided practical ways to develop effective mobile SNS marketing strategies in fashion brand. Also, this study demonstrated feasible future contents and necessary improvement for fashion brand's mobile SNS, which holds marketing implications.

This study investigated the relationship of fashion brand SNS characteristics, relationship quality (satisfaction, trust, and commitment) and purchase intention. The study focused on Facebook and also examined the difference between fashion involvement groups. This study targeted consumers who have used fashion brand Facebook and are aged between 20s and 30s. Data collection was conducted through surveys, and a total 205 questionnaires were collected for the final statistical analysis. The major findings of the study were as follows. First, three characteristics of fashion brand SNS, which were entertainment, interactivity, and providing information, influenced positively on SNS users' satisfaction. Entertainment had the greatest influence on satisfaction, and providing information and interactivity followed. Second, satisfaction for fashion brand SNS influenced positively on trust and commitment. Also, trust to fashion brand SNS demonstrated a positive influence on commitment. Third, trust and commitment on fashion brand SNS both influenced positively on purchase intention. Fourth, the fashion involvement groups showed differences in fashion brand SNS characteristics, relationship quality, and purchase intention. The high involvement group showed much higher results in all aspects then did the low involvement group. Based on the above results, this study has a significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies which need to develop SNS marketing strategies.

본 연구 는 뮤지컬 관객의 SNS 사용에 있어 자기 결정성 이론의 중요한 세 가지 변수인 자 율성, 유능성, 관계성이 관객 만족과 SNS 재이용에 미치는 영향에 대한 인과관계를 설 명하기 위한 것이다. 이를 위해 SNS를 이용하는 뮤지컬 관객을 대상으로 설문조사를 진행하 였으며, 정보 검색 및 공유 역량(자율성)과 정보 전달 역량 및 타인에 대한 영향력(유능성), 커 뮤니티 보유와 지속적 관계(관계성)를 물어 이러한 요인들이 관객 만족과 SNS 재이용에 영향 을 미치는지를 살펴보았다. 연구 결과 자기결정성의 세 가지 요인인 자율성과 유능성, 관계성 은 모두 관객 만족에 유의한 영향을 미치는 것으로 나타났으며, 그 가운데 관계성이 더 큰 영 향력을 보이고 있음을 밝혀냈다. 또한 관객 만족은 SNS 재이용에 매우 유의한 영향을 미치는 것으로 나타났다. 결과적으로 본 연구는 뮤지컬 관객의 지속적인 동기 부여를 위한 SNS 활용 마케팅 전략을 모색하는 데 근거자료로 활용될 수 있으리라 본다.

This paper combines insights from researches in brand experience, brand trust and customer equity and social network service (SNS). In light of a growing interest in the use of social network service (SNS) marketing among smart phone brands, this study sets out to identify attributes of brand product and examines the relationships among those SNS attributes, brand experience in SNS, brand attachment, brand trust, value equity, relationship equity and brand equity through a structural equation model. SNS attributes are conceptualized as utilitarian (perceived ease of use, perceived usefulness) and hedonic (entertainment, aesthetics). Four constructs of electronics brands experience in SNS are sensory, intellectual, behavioral, relational experience. The study aims to have a positive investigation on what influence is given to customer equity by the brand trust and the brand attachment formed through brand experience in SNS environment.

A large body of recent research has established that word-of-mouth websites have a major impact on consumer purchases and that this trend is particularly prevalent among the young in Japan. However, prior research into consumer decision-making processes has mainly discussed the sequence of events leading up to purchase, and only a few studies have considered the generation of word-of-mouth communication. Moreover, in the empirical analyses of this research, data was mainly gathered by experiments, and a survey field to firmly gather data has not been developed. This research has two objectives: 1) To propose a new decision-making process that considers the generation of word-of-mouth communication and 2) to create and empirically demonstrate a field that can observe the generation of such communication. Specifically, the author presents a new model of the consumer decision-making process that is based on the AISAS model, a model of advertisement flow, and empirically exhibits a survey field that uses mobile phones. From the results of the analysis in this paper, the following findings were confirmed for the three consumer packaged goods (CPG) investigated: the actual existence of a decision-making process of word-of-mouth communication for the functional drink; in post-purchase behavior, a high percentage of consumers not only engage in word-of-mouth communication, but also view product official homepages; in the case of the line-extension product, while awareness is easy to obtain, only a small amount of word-of-mouth communication takes place on the Internet and even for a private-brand product, information can be spread widely by skillfully utilizing topics in the mass media. Theoretical Background Research into consumers’ decision-making processes can be broadly divided into two flows. The first is constructed from research into consumer behavior and the second from research into advertising messages. The differences between the two are that the former is advanced by investigators who are focused on attitude formation in the decision-making process, while the latter is developed by practitioners who concentrate on how information flows. The stimulation-response type and the information-processing type decision-making processes have been constructed by research into consumer behavior. In the stimulation-response type, it is thought that consumers are mobilized by external stimuli, such as advertisements, store promotions, and discounts, which ultimately cause them to make a purchase. The Howard-Sheth model that appeared in the 1960s is representative of this type, and it describes a decision-making processes that occurs when the product purchased is comparatively inexpensive and requires low participation. In contrast, the information-processing type is a decision-making process for a purchase in which the consumer actively collects information and decides on his or her attitude in achieve personal purchasing goals. It is represented by the Bettman model and describes actions taken when the product price is comparatively high and when risks exist at the time of purchase. Consumers are assumed to adopt either of these decision-making processes, depending on which is more appropriate for their particular situations, but both models mainly describe the process up to the time the purchase is made and hardly mention word-of-mouth communication after it. The area that has been being researched from the perspective of successfully communicating an advertising message to consumers has relied on the AIDMA (Attention, Interest, Desire, Memory, and Action) model that was published in 1956, which was based on the AID (Attention, Interest, and Desire) model, advocated in 1898. Searching for advertisement effects based on this flow is known to be useful in predicting consumer behavior and in corporate branding. It is widely used in the business world, since it can be usefully applied to actual businesses, but it involves hardly any empirical analysis and so is frequently used just as a concept. As described above, consumer decision-making processes have developed as two systems, but as is seen in the review, the conventional decision-making process barely touches on word-of-mouth effects after purchase. Incidentally, during the last few years in the area of advertising messages, models incorporating word-of-mouth communication after purchase have spread in Japan. A typical example is AISAS, which is an abbreviation of Attention about the product; Interest; Search, including on the Internet; Action, namely, the purchase; and Share, such as purchasers writing their impressions of the product on the Internet. Related research has established that those people who are aware of and interested in the product are more likely to listen to word-of-mouth communication and that some people tend to be more likely to listen to it than others. The SIPS model, which was developed from AISAS and assumes that word-of-mouth communication is the starting point for a purchase, is an abbreviation of Sympathize→Identify→Participate→Share & Spread. It is a model with a new paradigm in that rather than the mass media, the trigger for a purchase is word-of-mouth communication, such as a comment on Facebook. From the above, it is clear that a decision-making process for the Internet age that addresses the following points needs to be established: 1) Rather than the conventional one-way model that starts with awareness and ends with the purchase, it is necessary to consider the effects that the sharing of information after a purchase have on others who are searching for information; and 2) the decision-making process is not concluded solely within the individual, and it is necessary to consider the effects that individuals have on the market as a whole. However, in actual purchase scenes, if there are products that are bought through the proliferation of information via SNS, then, as before, there are still many purchases generated by promotions. In other words, it is thought that decision-making processes will vary according to differences in products and consumers and that these various processes coexist. Therefore, next, we will consider how these processes vary because of differences in products and consumers. Empirical Analysis For the analysis in this paper, Minrepo from Docomo Insight Marketing Inc. (DIM) was used. DIM is a joint venture between NTT Docomo Inc., which is the mobile phone company with the largest share of the Japanese market, and Intage Inc., which is Japan’s largest research company. DIM’s Minrepo is a survey and an experiment field for an SNS that uses smart phones and a mechanism by which information posted on the SNS can be confirmed. The Docomo smartphone users post reports with attached photographs of products, meals, and other items they have been used or consumed, in response to which other Docomo smartphone users click on buttons such as “Looks good” and “Wish.” Unlike Facebook, users connect loosely with people with whom they are not acquainted, and so, in actuality, its network structure is closer to that of Twitter or blogs. In addition to observing their actions, it also enables the participants to be surveyed. The current survey period was one month, July 2013, and 2,342 people participated in the survey (of whom, 1,140 were men and 1,202 were women), and a total of 19,196 reports were posted. These postings included reports on three product brands: A, a high-selling functional beverage; B, a line-extension ice bar; and C, a private-brand sweet roll. Brand A was surveyed twice via smartphone, at the beginning and at the end of the survey period. Results First, data were compiled on whether many routes existed for the decision-making processes. From these data, among the 374 people who bought brand A during the relevant period, it was found that 254 of them had some sort of awareness or interest in the product prior to their purchase, that 55 of them purchased it without thinking, and that 65 were aware of and interested in the product and had word-of-mouth communication about it prior to their purchases. Moreover, of these purchasers, 33 of them said word-of-mouth communication was the information that spurred their purchases. Many people were aware of and interested in the low-price beverage prior to their purchase of it, which might be because it is a functional beverage. The percentage of people who sent out word-of-mouth communication was slightly more than 15%, while marginally more than 10% of people were influenced by it, and it is thought that this demonstrates that it is meaningful to take word-of-mouth communication into account when considering decision-making. Next, the routes for the awareness of the three products and the consumers’ behavior after the purchase were investigated. Table 1 shows the results of this investigation. In terms of this characteristic, the awareness rate within the store was high for each of the products, but the awareness rate for brand A was often the result of the many TV commercials that were broadcast for it, while the awareness rate for brand B, which is a line-extension product, was significantly influenced by the parent brand. In contrast to these findings, the cognizance from SNS was high for brand C, and even though consumers were not subject to advertisements about it through the mass media; it was ascertained that this brand succeeded in earning awareness in stores and via SNS. Table 2 shows the consumers’ behavior after their purchases. From it, we see that much word-of-mouth communication was generated for each of the three brands, but compared to brands A and C, the volume of word-of-mouth communication generated on the Internet for brand B was extremely small. This is result is thought to reflect the fact that brand B is a brand-extension product, and so while awareness of it tends to be high, it lacks freshness to the extent that it becomes a topic on the Internet. In addition, for brand A, a large percentage of the people surveyed checked the product on the company site after their purchases of it. It is thought that this was to ascertain what was meant by it being described as functional. Finally, for brand A, the results of the surveys of the conditions before and after the experiment were compared, and the characteristics of those people who responded that they did not first send out word-of-mouth communication but did so after the experiment were investigated. From this investigation, it was ascertained that those who frequently use Twitter and Facebook and those who believe that other people expect them to be a source of information engage in word-of-mouth behavior. This shows that it is not only the product, but also the characteristics of the consumer that greatly influence word-of-mouth communication. Discussion From a review of prior research on consumers’ decision-making processes and on the flow of advertisements, this paper presents a consumer decision-making process that corresponds to the present age of a developed Internet environment. This process was confirmed with data obtained from a pseudo-Twitter world, via actual mobile phones. From this, the following findings were established: the existence of decision-making behaviors that generate word-of-mouth communication; the coexistence of conventional information-processing and stimulation-response processing, according to the product investigated; differences in behaviors for coming into contact with information prior to purchase and for transmitting and searching for information after purchase; and the greater likelihood that people who use Twitter and Facebook to engage in word-of-mouth communication.

This study was an experimental qualitative study on the characteristics of fashion brand's mobile SNS. The study was focused on mobile Facebook and identified the characteristics of fashion brand's mobile SNS. In-depth interviews were conducted with 10 people in the 20s, who have used fashion brand's mobile Facebook application and currently live in Seoul or Gyeonggi province. After analysis of the in-depth interview data, four characteristics of fashion brand's mobile SNS were identified as follows. First, it was possible to access fashion brand's mobile SNS at any time anywhere, if users needed brand-related information. In this study, this characteristic was named 'fashion accessibility'. Second, it was possible to access update-information using fashion brand's mobile SNS or get up-to-date information about the brand in real-time. In this study, this characteristic was named 'fashion recentness'. Third, it was possible to store or capture fashion brand-related images and texts. In this study, this characteristic was named 'ease of storage of fashion data'. Fourth, fashion brand's mobile SNS was useful in various ways to fashion consumers, so this characteristic was named 'fashion usefulness' in this study. The study extracted 10 sub-characteristics of the characteristics of fashion brand's mobile SNS based on the results of a qualitative study. This study has significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies that need to develop mobile SNS marketing strategies.

The study focuses developing an effective mission strategy in a Social Network Service culture to reach the net generation in Korea. It asks these important questions: “What are the barrier for the Korean churches in evangelism to the net generation?” “How can Korean churches change their SNS culture in mission for the unchurched net generation?” In order to answer these questions, data was collected through questionnaires and interviews with members of the net generation in Korea. Both the characteristics of the net generation, and those of the emerging SNS culture in Korea, were analyzed.The effective strategies of Korea church mission was an important issues in this study of how best to reach for Christ the net generation in SNS culture. I think that experience of mission in the Korean context led N-generation to the strategy that the Korean churches need a mission approach using SNS culture. This evangelism is a challenge for Korean churches seeking to reach the net generation. Korean churches need to be develop the mission strategies using SNS appropriate for the Internet culture of the net generation. Such SNS must be part of an effective mission toward the net generation who embrace a SNS culture.

소셜미디어는 소비자가 직접 콘텐츠를 생산하고 유통하는 프로슈머 역할을 할 수 있는 계기가 되었고, 스마트폰의 확산은 소셜네트워크서비스(SNS)의 활성화를 가져왔다.사회복지기관에서도 SNS를 이용하고는 있지만, 아직 사회복지기관 안에서는 SNS를 이용한 홍보에 관한 연구가 사회복지기관에서는 제대로 이뤄지지 않은 실정이다. 현재 사회복지기관의 SNS 이용은 SNS 계정을 통한 정보의 전달만이 주로 이뤄지고 있다. 따라서 본 연구에서는 현재 SNS의 이용행태를 분석하고 SNS의 이용행태와 이용동기가 SNS 홍보효과성에 미치는 영향을 분석해 효율적인 SNS 홍보에 대해실증적으로 연구하였다. 독립변수로서 SNS 이용자의 이용행태와 이용동기를, 종속변수로서 이미지 향상과 자원개발을 설정하여 연구모형과 구체적 연구방법을 제시하였다.연구방법은 설문조사를 통해 SNS 이용행태와 이용동기가 홍보효과성에 미치는 영향에 대해 조사한 결과를 제시하고 분석하였다. 분석한 결과 가장 많이 이용된 SNS는 카카오톡, 페이스북 순으로 나타났고, SNS 이용 시 스마트폰을 사용하는 빈도가 높은 것으로 나타났다. 또한 SNS이용자의 이용행태가 성별, 연령, 직업에 따라 유의한 차이를 보인다는 것을 알 수 있었다. SNS 이용행태에 따른 홍보효과성을 분석한 경우엔 SNS 이용빈도와 홍보효과성은 유의미한 차이가 있는 것으로 나타났고, 이용행태와 이용 동기도 홍보효과성에 영향을 미치는 것으로 나타났다. 사회복지기관 SNS 이용 빈도가 높을수록 홍보효과성이 높게, 이용 동기가 높을수록 홍보효과성이 높은 것으로 나타났다.

본 연구는 SNS의 특성과 조직문화가 군사기와 커뮤니케이션에 어떠한 영향을 미치는지 알아보고 한/미의 그룹간의 차이을 알아보고자 하는 논문이다 1) 과학적 검증을 위해 본 연구에서는 165 명의 군언을 대상으로 하여 설문을 수집 및 분석하였다. 분석방 법은 각 변수들간의 관계를 알아보고자 구조방정식을 사용하였다. 이를 위해 연구 데이터를 Smart PLS 2.0을 이용하여 판별타당성，확인적 요인분석，신뢰도와 모형의 적합도，경로분석을 실시하였다. 이를 통해 연구 가설의 유의성을 검증하였다. 본 연구의 결과는 전체적으로는 매체풍부성 사회적규범 위계적 문화 집단문화가 커뮤니케이션 만족에 협별 미치는 것으로 나타났고 한/미간에 만족을 시키는 원인의 차이가 나타났다. 본 연구를 통해 조직커뮤니케이션의 원인과 그룹간의 차이를 알아본 것이 기여점이라고 하겠다.

이 논문은 최근 그 영향력을 더해 가고 있는 SNS에서의 저작권 침해 및 온라인서비스 제공자의 책임에 관한 것이다. SNS는 기존의 인터넷 서비스와는 달리 사용자들에게 쌍방향의 정보 교환 및 공유가 가능한 업데이팅 공간을 제공하고 있어, 위 업데이팅 공간을 통하여 저작권 침해물이 더욱 빠르고 광범위하게 확산될 수 있고, 또한 정보 및 콘텐츠의 자유로운 공유를 그 운영 목적으로 함에 따라 사용자가 인터넷서비스 상에 게재하는 콘텐츠에 관하여 다른 인터넷서비스와는 차별되는 약관 규정을 두고 있는바, 위와 같은 다른 인터넷서비스와 차별화되는 특징들은 기존의 인터넷서비스에서의 저작권 문제에서는 다루어지지 않았던 새로운 저작권법적 쟁점을 야기한다. 먼저, SNS의 약관과 관련된 저작권법적 쟁점에 관하여 보건대, SNS의 약관 규정은 SNS 및 그 협력사들에게만 사용자가 등록한 콘텐츠에 관한 사용권한을 부여하였으므로, 제3자는 SNS의 약관 규정을 들어 SNS 상 콘텐츠에 대한 사용권한을 주장할 수 없다(Agence France Presse v. Morel 사건). 한편 SNS는 사용자가 SNS 상에 등록한 콘텐츠에 관하여 SNS 측에 무기한의 사용권한을 부여하는 약관 규정을 두고 있는데, 이러한 약관 규정은 콘텐츠의 소유권자이자 저작권자로서의 사용자가 SNS 상 콘텐츠를 삭제하거나 자신의 SNS 계정을 삭제하였음에도 불구하고, 그 사용자가 작성한 콘텐츠가 여전히 온라인 상에서 유포될 수 있도록 하는바, 이는 사용자의 콘텐츠에 대한 소유권 및 저작권을 전혀 존중하지 않는 것으로, 심각한 사생활 침해 문제를 야기할 수 있으며, SNS 측이 약관상의 포괄적인 재사용권 설정 권한에 기하여 언론 매체나 포털 서비스 등에 SNS 상에 존재하는 콘텐츠에 관한 포괄적인 재사용권한을 부여할 경우 그 부당함은 더욱 커지므로, 위와 같은 내용의 약관 규정은 개정되어야 한다. 다음으로, SNS에서의 저작권 침해에 관하여 보건대, SNS와 관련된 저작권 침해 태양은 SNS 사용자가 SNS 상에 게재한 콘텐츠를 다른 이용자 또는 매체가 무단으로 이용한 경우와 SNS 사용자가 SNS 상에 타인의 저작물을 무단으로 게재하여 저작권을 침해하는 경우로 나누어 볼 수 있다. 먼저, SNS 사용자가 SNS 상에 게재한 콘텐츠를 다른 사용자 또는 다른 매체가 무단으로 이용한 경우는 우선 당해 콘텐츠를 저작물로 인정할 수 있을 것인가가 문제되는데, SNS 상의 콘텐츠도 저작물성을 판단하는 일반 기준에 따라 저작물로 인정될 수 있고, 침해 태양에 따라 성명 표시권, 동일성 유지권, 복제권, 공중송신권, 2차적 저작물 작성권의 침해 여부가 문제될 것이다. 다음으로, SNS 사용자가 SNS 상에서 저작권 침해행위를 하는 경우와 관련하여 자신의 홈페이지에 저작권 침해물이 게시된 경우 그 계정 명의인에게도 저작권 침해로 인한 책임을 물을 수 있는지 여부, 좋아요, 리트윗 등으로 저작권 침해물을 유포시킨 사용자도 저작권 침해 책임을 지는지 여부가 문제되는데, 부정함이 타당하다고 생각된다. 마지막으로, SNS 제공자의 책임에 관하여 보건대, 법원 및 학계는 민법 제760조 제3항의 방조에 의한 공동불법행위 규정에 근거하여 이용자의 직접 침해에 대하여 온라인서비스 제공자 책임이 성립하는 것으로 보고 있고, 방조 책임이 성립한 경우 책임의 제한 요건에 관하여 현행 저작권법 제102조 제1항은 온라인서비스의 유형을 네 종류로 나누어, 각각의 경우의 책임 제한 요건을 규정하고 있다. SNS 제공자의 간접 책임에 관하여 보건대, SNS의 운영 취지, 형태 등에 비추어 볼 때 SNS 제공자에 대하여 민법 제760조 제3항의 방조에 의한 공동불법행위 책임을 지우기는 어려울 것으로 보이고, 설령 저작권 침해 책임이 성립하더라도 저작권법 제102조 제1항에서 정하고 있는 면책 요건을 갖출 경우 그 책임이 제한될 수 있을 것이다. 저작권법의 개정으로 온라인서비스 제공자의 책임 제한 요건이 보다 구체화되었으나, 여전히 SNS 제공자가 방조에 의한 공동불법행위 책임의 성립 요건을 갖추었는지, 책임이 성립될 경우 책임제한 요건을 구비하였는지를 판단함에 있어서는 많은 해석의 여지가 남아 있는바, SNS 제공자의 공동불법행위 책임을 어느 정도 범위로 인정할 것인가의 문제는 일률적인 법 적용의 문제가 아닌 정책적인 문제로, 저작권자의 권리를 보호하면서도 다양한 콘텐츠의 생산, 공유를 촉진함으로써 문화 발전에 이바지하는 SNS의 순기능을 저해하지 않고, 그 이용자들의 사생활 및 개인정보를 보호할 수 있는 균형점을 찾기 위한 지속적인 노력이 필요하다.

바야흐로 소셜 네트워크 서비스가 기존의 대중매체에 추가하여 자신의 위치를 굳건히 자리매김해 가고 있다. 그런데 SNS가 자신의 자리를 굳건히 하면 할수록, 이를 활용한 마케팅 기법이 발달하여, 이제는 SNS 상의 튀지 않는 광고들이 이의 인맥과 결합하여 기존의 대중매체상의 광고에 비하여 사용자들에게 보다 큰 호응과 더 적은 광고거부반응을 일으키고 있다. 따라서 이 점에서 본고는 과연 현재 우리나라에서 SNS상의 광고행위를 규율할 수 있는 법제는 무엇인지, 그리고 SNS 선진국이라 할 만한 미국에서는 어떠한 법제를 통한 규제논의가 현재진행 중인지 등에 대한 연구를 통하여 현재의 상황에 대한 보다 바람직한 개선방향을 찾아보고자 하였다. 이러한 국내외 법제연구를 통하여 필자는 새로운 매체가 등장하여 사람들에게 영향력이 커지기 시작하는 현 시점에서, 새로운 매체가 남용되지 않도록 규제하기 위한 적절한 입법(또는 기존 입법에 대한 개정작업)이 반드시 필요하다는 의견을 피력하고자 하였다. 이와 관련하여 본고에서는 SNS를 이용한 상업광고행위를 분설하여 크게 4개의 단계로 구분하는 시도를 하여, 첫 번째 단계는 광고주가 SNS 사용자가 되어 상업광고행위를 하는 것으로, 두 번째 단계는 소비자가 SNS의 사용자이지만, 소비자가 광고주로부터 특정한 대가를 받고 상업광고행위를 하는 경우로, 세 번째 단계는 사업자인 광고주와는 아무런 상관없이, 자신의 단순한 기호 또는 선호 등에 의하여 상업제품이나 서비스에 대하여 부당한 표시∙광고행위를 하는 것으로, 네 번째의 경우에는 비자인 SNS 사용자가 사업자인 광고주와는 아무런 상관없이 일반적인 광고 또는 홍보행위를 하는 것으로 구분하였다. 그리고 이상과 같이 분류된 SNS상의 광고행위를 미국의 법제의 현실과 비교하였다. 특히 우리나라는 1999년에 도입된 표시광고법이 거짓∙과장의 표시∙광고, 기만적인 표시∙광고, 부당하게 비교하는 표시∙광고, 비방적인 표시∙광고에 대하여 단일의 대표법률로 규제하고 있지만, 이러한 법률이 적용되는 대상은 공정거래법상‘사업자’에 한정되는 한계가 있다는 점에 대하여 지적하고자 하였다. 결론적으로 현재 우리나라가 취하고 있는 광고주(사업자) 위주의 규제정책은 기존의 Mass Media 시대에는 적합하였을지 모르지만, 개인이 실타래처럼 얽혀서 각자가 하나의 매체역할을 하는 Social Media 시대에 적합한 것인지는 한번 생각해볼 필요성이 있을 것이다.

본 연구는 SNS 사용자 간의 관계 유형을 감성공유관계와 정보공유관계로 분류하여 두 관계에 따른 사회감성모델을 구축하는 것이 목적이다. 이를 위해 먼저, 기존 문헌에 근거하여 92개의 감성을 수집하여 적합성 검증을 수행한 후 연구목적에 부합하는 26개의 사회감성을 추출하였다. 추출된 사회감성은 관계 유형에 따른 요인분석을 통해 12개의 대표 사회감성과 13개의 대표 사회감성을 도출하였다. 도출된 대표 사회감성은 다차원척도분석을 통하여 2차원의 공간에 매핑하여 사회감성 모델을 도출하였다. 도출된 사회감성 모델은 구조방정식모형 분석을 통해 통계적으로 유의하지 않은 요소들을 제거하였다. 타당성 검증 결과 적합도 지수를 통해 감성공유관계의 사회감성 모델(CFI:.887, TLI:.885, RMSEA:.094)과 정보공유관계의 사회감성 모델(CFI:.917, TLI:.900, RMSEA:.050)의 적합도가 나타났다. 본 연구의 결과로 사용자 관계 유형에 따라 상이한 사회감성 모델이 검증되었다. 본 연구를 통해 제시된 사회감성 모델은 SNS상에서 인간의 감성을 측정하는데 필요한 평가 자료로 활용될 수 있을 뿐만 아니라 향후 사회감성의 발전 방향을 제시할 수 있는 자료로 활용될 수 있을 것이라 사료된다.