Purpose - The purpose of current paper is to identify features of advertisements at social media that generate the ad-click and to further identify if these advertisements lead to purchase. If no purchase is made, then reasons for not making purchase are identified. Users' purchase experience after users clicked at advertisements are also studied. Research design, data, and methodology - Research design followed is exploratory research, where various factors leading to ad-clicks and generating purchase at social media platform were explored. Raw data was gathered by means of survey among a sample of 185 respondents in India using online structured questionnaire. GLM model and multinomial regression were used to analyze the data. Results - Several factors including endorsement by friends, advertisement aesthetics, product reviews, and aggressive pricing played major role in generating ad-clicks. Major impediment to purchase on were product misrepresentation in advertisement, false discounts, and site security. Female users clicked more on social media advertisements and made more purchases compared to their male counterpart. Conclusions - Social media advertisements have significant positive effect on buying behavior of online customers. Transactions culminating from social media ad-click generated significant positive experience for social media users. Thus, social media can be effective marketing tool.

The purpose of this study is to investigate the impact of narcissism on employees’ social media addiction and how it influences their job satisfaction and organizational commitment. And this study explores if perceived organizational support can moderate the relationship between narcissism and social media addiction. For this, this study collected data from 285 employees in Korean companies through a survey method and uses SPSS 18.0 for hierarchical regression analysis in the hypothesis test. First, organizational politics increases mood modification, withdrawal and tolerance among the sub-factors of social media addiction. Second, each phenomena of social media service addiction such as salience, withdrawal and tolerance decrease each relevant factors of job satisfaction and organizational commitment. Third, withdrawal and tolerance among the sub-factors of social media addiction play the mediating roles between narcissism and each relevant factors of job satisfaction/organizational commitment. Finally, perceived organizational support decrease the effect of narcissism on mood modification, withdrawal and tolerance among the sub-factors of social media addiction. This study provides some of managerial implications to corporate executives who try to manage organizational attitudes.

Purpose - The purpose of this study is to investigate the relationship among narcissism, usage motives, usage behaviors, satisfaction with and continuance intention to use fashion social media. Research design, data, methodology – A questionnaire survey was used to collect data after conducting a pilot test. Based on the reliability test of the preliminary questionnaire used for the pilot test, the questionnaire was revised. The final questionnaires were administered to 238 fashion social media users and 216 were used for the data analysis. To assess the validity of these measures, exploratory factor analysis and the confirmatory factor analysis were performed. Structural equation modeling analysis were employed for data analysis. Results - Five factors of the usage motivation of fashion social media were extracted: information-seeking, relationshipseeking, practicality-seeking, enjoyment-seeking and self-expression motives. The statistical analysis confirmed the influence of the narcissism tendency on all of the usage motives of fashion social media, three of the fashion social media usage motives influencing information diffusion behavior, and the influence of the information diffusion behavior on users' satisfaction and continuance intention to use fashion social media. Narcissism exerted the highest influences on self-expression motive followed by information-seeking, enjoyment-seeking, relationship-seeking and practicality-seeking motives in order. Factors affecting fashion information diffusion behaviors are practicality-seeking motive, self-expression motive, and relationship-seeking motive. The greater the diffusion of information, the higher the satisfaction with using fashion social media. The consumers with higher satisfaction intended to use fashion social media and share information more frequently. Conclusions - The results indicate that narcissism is an important factor in fashion social media usage motivation. The main motives for narcissistic people to spread information is for the practical purpose at the most, and then to express their personality and style, and to build relationship with others. The satisfaction through active information sharing behaviors seems to play a key role to lead high continuance intention of fashion social media. These implies that marketing strategies to satisfy consumers’ narcissism and motives to use social media, and to stimulate the information diffusion behaviors can be used to meet their needs for higher satisfaction with fashion social media.

With the increasing trend of popularity of websites and social networking sites, it is quite evident that companies need to take cautionary measures in protecting the reputations with respect to company and brands. In this process, every company should indulge in enhancing their company and brand image through websites and social networking sites that fortify the bonding nature among them. The always-on nature of websites and social networking sites has contributed to their phenomenal marketing power and altered the balance of power between consumers and firms. Websites and social networks are used by hundreds of millions of people to communicate about a huge range of topics, including personal interests, activities, social events and even public issues. The paper explores a case study of the Ritz- Carlton hotel for their marketing strategy and organizational use of their website and social media in communicating with their customers. Even for the normal luxury traveler who would not have previously used the Internet to research a hotel or make a reservation, ritzcarlton.com is making it possible for them to do so in a sense of the luxury and typical Ritz-Carlton style. It seems to be a staple of the company for years to come.

The paper explores determinants of corporate adoption of social media and the role of technology acceptance model in the path. This paper assimilates some components of the technology acceptance dimension and social expectation theories to determine corporate intentions to use social media. Six hundred and forty-eight samples collected from hotel staff in Korea are analyzed using factor analysis, structural equation model techniques and one-way analysis of variance. The results show that corporate needs, social expectations, ease of use and usefulness should be viewed as important antecedents explaining the firm’s behavioral intention to use social media. The study also finds that the ease of use and usefulness of the technology acceptance model have positive directional mediation effects in the path diagram.

최근 들어 빅데이터(Big Data)가 경제, 사회적으로 주목을 받고 있다. 지난 10여 년간 IT 기술의 발전, 인터넷의 대중화, 데이터 분석 기술의 발전이 눈에 띄게 이루어져 엄청난 데이터가 생성되었다. 특히 스마트 폰을 비롯한 모바일 기기가 광범위하게 보급되고 소셜 미디어 (Social Media)의 사용이 급속도로 늘면서 개인정보부터 정치, 환경에 이르기까지 폭넓은 데이터의 수집이 가능해졌다. 과거에는 특정 용량 이상이나 기존 데이터베이스로 처리가 불가능한 규모의 데이터를 칭했고, 대용량 데이터를 다루는 일부 소수 전문가나 기업의 기술적 이슈에 불과했으나, 이제는 경제, 경영, 사회의 각 영역에서 필수 자산으로 인식되고 있다. 특히 빅데이터가 가진 잠재가치는 다양한 산업의 글로벌 기업들이 경쟁우위를 확보하고자 앞 다투어 투자를 할 정도로 크며 사회 문화적 파급효과의 측면에서도 중요한 주제가 되고 있다. 본 연구는 빅데이터가 가질 수 있는 핵심적인 맥락을 살펴보고, 그에 기초하여 빅데이터가 내포하는 여러 다양한 가능성과 함의들을 짚어보고자 한다.