The impact of firms' marketing communication on word of mouth (WOM) has been studied extensively in recent years, with a growing focus on electronic word of mouth (eWOM). The advent of the internet and the participatory web or Web 2.0 has dramatically changed the relationship between marketers and consumers, with consumers playing a more active role. However, there is a gap in understanding this area, including a lack of research on identifying specific groups of consumers that companies should focus on for eWOM marketing. Eye-tracking techniques have been suggested to address this issue, but these methods can be costly and rely on lab-based observations. Analyzing unstructured data from consumer-to-consumer interactions on social media is an underutilized approach in current marketing literature. The authenticity of eWOM is a highly valuable trait, but there can be a tension between commercial and communal norms, even in relatively informal settings like a blogger endorsing a product.

The expansion of the online market is expected to change the purchasing environment. The purpose of this study is to examine the difference in the moderating effect of each characteristic on perceived quality and purchase intention according to the group according to product involvement and purchaser age. The first step is to identify the characteristics of online information sources and social media platforms through a literature review. Next, when perceived quality affects purchase intention, we verify the moderating effect according to the characteristics of online information sources and social media platforms. The moderating effect is verified at the stage by dividing it into a group according to product involvement and a group according to age. The following results were confirmed throughout the study: First, perceived quality significantly affects purchase intention. Second, in the relationship between perceived quality and purchase intention, the influence of the moderating effect is different depending on the high-involvement product and the low-involvement product. Third, it was confirmed that there was a difference in the moderating effect of online information sources and social media platforms in the relationship between perceived quality and purchase intention according to age. This study intends to increase consumers' purchase intentions by identifying specific age groups and product groups of involvement and establishing strategies suitable for the characteristics of online information sources and social media platforms.

This study examined undergraduate students’ perceptions of effects of online course types such as face-to-face classes, online classes, and blended classes using survey data from 331 students during three semesters from 2020 to 2021. There were differences in effects using ‘PPT video’, ‘voice only in PPT’, and ‘real-time zoom’ between theoretical courses and practice courses. In terms of media types for online classes, ‘PPT video’ was perceived as the most effective type by students, followed by ‘voice only in PPT’, ‘real-time video’, and ‘blended media use’ meaning a 2-hour-course mixed with 1-hour PPT video and 1-hour-real-time video. The effectiveness of ‘real-time video’ and ‘blended media use’ was gradually decreased as time went by. Students had difficulties in academic achievement and daily life with online learning. They were eager to return to face-to-face classes after COVID-19 passes. Some online learning media types were preferable to use for face-to-face classes after COVID-19.

This paper reports a survey done that examined the relationship between the use of Facebook, WhatsApp, Twitter and Youtube on students’ academic performance in Osun State secondary schools. The study adopted the descriptive research design. The population of the study comprised all 7,767 teachers in Osun State secondary schools. The sample of 385 teachers was randomly selected. Two self-designed questionnaires were used. The data were analysed using Pearson Product Movement Correlation Statistics (PPMCS) at 0.05 level of significant. The findings showed that the use of Facebook (r = 0.692, df = 2071 & p<0.05), WhatsApp (r = 0.615, df = 2071 & p<0.05), Twitter (r = 0.542, df = 2071 & p<0.05), and Youtube (r = 0.461, df = 2071 & p<0.05) were significantly related to students’ academic performance of Osun State secondary schools. The study concluded that that the use of Facebook, WhatsApp, Twitter and Youtube among teachers and students had positive contributions to students’ academic performance of Osun State secondary schools. The findings implicate that the teachers and students in Osun State secondary schools and Nigeria at large should admire the use of social medial such as Facebook WhatsApp, Twitter and Youtube as an interactive forum for teaching-learning activities.

This research has adopted Word-of-Mouth (WOM) and social support theory along with a social media (SM) perspective to investigate why consumers enjoy using SM and interacting with luxury brand. Focusing on fundamental human needs, this study aims to examine fulfilment of which type of needs enhances interactivity on SM, encouraging in turn WOM adoption and brand-self connection. Our results have shown that consumers’ cognitive and integrative needs drive social interactivity and lead to WOM adoption and brand-self connection. However, no relationship is found between social needs and interactivity. Such relationship can only be strengthened with the presence of emotional support as perceived from the company and its brand.

As Internet use has increased, customers have become more active at sharing their travel opinions through social media regarding their experiences with service organizations. Social media has become a ubiquitous tool that enables customers to share their travel experiences. In particular, members of Generation Y are more likely to be active on social media and more likely to share their experiences online. Understanding Generation Y’s online customer engagement preferences on different social media platforms may help to enhance brand loyalty. Customer engagement (CE) has been attracting the attention of both practitioners and academics because it may help to enhance both brand loyalty and purchase decisions. Social media platforms have become a significant communication tool for both customers and service providers, creating an opportunity to engage with customers. Interacting with active customers on the right social media platform can increase direct bookings, building brand loyalty. Therefore, the purpose of this research is to examine Generation Y’s brand loyalty preferences through its members’ engagement with social media. The results of this research will expand understanding of Generation Y customers’ online engagement through social media. This research may also suggest how hotels are able to utilize social media platforms in order to encourage online engagement with Generation Y by building brand loyalty.

As information technology advanced, customers’ service consumption process heavily shifted to the online environment, particularly social media and mobile. A new topic, customer engagement, has emerged along with the fast advancement of social media. Customer engagement refers to a type of customer behavior that is beyond purchase such as spreading word-of-mouth, providing recommendations to family and friends, interacting with fellow customers, and writing online reviews (Bijmolt et al., 2010; Verhoef, Reinartz, & Krafft, 2010). This study introduces the Flow theory, which is especially important to understand consumers’ online experiences, with the intention to shed light on how to better engage consumers in the hospitality industry (Bilgihan, Okumus, Nusair, & Bujisic, 2014; Hoffman & Novak, 2009). The purpose of this study is to examine the antecedents of flow and further investigate its influence on positive attitude and continuance intention among restaurant social media users. This study specifically examines restaurant customers who use social media through their smart phones in searching information and sharing experiences with others. A self-administered questionnaire was developed and a Structure equational modeling (SEM) was employed to test the proposed hypotheses. Study results support the hypotheses, indicating the importance of creating flow to increase customer engagement. Academically, this study contributes to the limited body of literature on flow experience and customer engagement in the hospitality context. Additionally, it provides practical insights for hospitality marketers on how to gain competitive advantages by strategically managing customer engagement on social media marketing through flow.

Introduction Current research investigated whether emotionality of content would facilitate the possibility to share information on social media by using event-related potentials. Theoretical development Emotionality is an excitatory state which evokes autonomic nervous system. Previous studies suggested that stimuli with high emotionality elicited increased P100/P200 amplitudes relative to stimuli with low emotionality (Huang & Luo, 2006). Research design We tested the purpose in an affective priming paradigm in which participants were exposed to online content (i.e. the "prime" stimulus) followed by a stimulus (i.e. the "target" stimuli) from International Affective Picture System. Participants were required to judge whether the target was neutral white picture. Next, a nine-point Likert scale was followed to assess the level of emotionality for online content. Result and conclusion We observed a congruency effect in the priming effect. More importantly, early brain potentials P100/P200 were higher when participants were exposed to online content with more possibility to share than online content with less possibility to share. This finding could be explained by the "response level account" theory (Fazio, 2001). This study provides an insight to neural mechanism underlying emotionality of online content.

The study of online brand communities is inseparable from the concept of customer engagement. The purpose of this study is to conjoin these two emerging research streams in tourism. Past studies relevant to customer engagement in online communities consider it from only brand perspective, whereas this study considers engagement with brand and engagement with community separately. Social identity and user gratification perspective are used to develop framework in building brand relationship quality. The context of the study is to throw light on benefit of China-Pakistan Economic Corridor (CPEC) on tourism industry in Pakistan. The CPEC is a mega-project between Pakistan and China, worth more than 54 billion US dollars. The Framework was verified using the data collected from several Facebook pages (official and unofficial). This study contributes in understanding the way to enhance brand relationship quality of tourism brand via social media based online communities. This study also validates the customer brand engagement scale consisted of seven dimensions within tourism brand proposed by Dessart, Laurence (2016). The results of this study indicated that community identification has a significant role in engaging customer with community as brand community engagement and with brand as customer brand engagement. Customer brand engagement further enhances brand relationship quality whereas brand community engagement has an insignificant effect on brand relationship quality. This study also provides insight to practical and further research implication.

Using the framework of social support, we aim to examine factors influencing social Word-of-Mouth (WOM) adoption. The proposed research model will be tested among customers who are active in the existing active social media platforms and have had experience in engaging with the activities of luxury brand communications. Introduction Today the most promising communication environment for reaching and interacting with stakeholders is the social media ecosystem (Hanna, Rohm and Crittenden, 2011). The social media has grown so rapidly in the past years that now impact the business processes and models (Henning-Thurau, Hofacker and Bloching, 2103). Many Brands begin to take advantage of the fluidity between social media and WOM for creating brand experiences that merge real and digital conversations, cutting through in incredibly powerful ways. However, the recent research (Godey, Manthiou, Pederzopli, Rokka, Aiello, Donvito and Sigh, 2016) suggest that luxury brands performing well in social media engagement. However, they are often lagged behind in WOM performance. Despite growing interest in examining the influence of social media marketing on consumer’s responses through brand equity creation (Godey et al., 2016; Jim and Ko, 2012), studies about social media in luxury brand communications remain to be scarce. An investigation of customer’s motivation behind participation in social media is timely and relevant which can help luxury brands unleash its potential. Moreover, development of an effective social WOM adoption model can help to provide a better picture of consumer interactions in online luxury brands communities, thus strengthen customerfirm relationship in longer term. Specifically, this research intends to answer the following two questions: 1) What are the major determinants of social WOM adoption in luxury brands communications? 2) Whether social support affects a. perceived source credibility; b. perceived information quality; c. user experience? Literature review Social media interactivity The concepts of social exchange (Blau, 1964) and the norm of reciprocity (Gouldner, 1960) have long been used by Marketing researchers to describe the motivational basis behind customer behaviours and the formation of positive relational attitudes (e.g., Wulf; Gaby; Iacobucci, Dawn, 2001; Rafiq; Fulford and Lu 2013). More recently these concepts have been used to explain why customers enjoy interacting with each other in social media (Liang, Ho, Li and Turban 2012; Godey et al., 2016). Social media interactivity is social interaction of people in social networking sites by Web 2.0 technologies such as Facebook, Instagram (Hajli, 2016). For instance, Facebook has more than two billion monthly active users which is a great example of a platform. In fact, people love to interact with each other. When they favourite and like each other’s posts that would reinforce the closeness. Online social support Recent research has found that social interaction can bring social value to their users and that the social media is a powerful vehicle for an individual to build close relationships with others and to enhance the individual’s well-being (Liang et al., 2012; Eastin and LaRose, 2005; Obst and Stafurik, 2010; Shaw and Grant, 2002; Xie, 2008). Social support has been found to be a major social value that social media users can obtain from an online interactions (Eastin and LaRose, 2005; Obst and Stafurik, 2010; Huang, Nambisan and Uzuner, 2010). Social support is a multidimensional construct which refers to an individual’s experience of being cared for, being responded to, and being helped by people in that individuals’ social network (Cobb, 1976). Schaefer, Liang et al.(2012) claim that , online social support consists both tangible (e.g. instrumental and appraisal support) and intangible elements (e.g. informational and emotional support). Given the specific context, this study mainly focuses on the latter. Informational support refers to providing messages, in the form of recommendations, advice, or knowledge that could be helpful for solving problems. By contrast, emotional support refers to providing messages that involve emotional concerns such as caring, understanding or empathy. These two types of messages are the major support mechanisms for social interactions (Hajli, 2016). Antecedents of social WOM adoption Information adoption can be defined as the process of engaging purposefully in consuming information (Cheng and Thadani, 2012). Informational support provided through social interaction of individuals in social media can be in the form of ratings, review, recommendations or referrals. Therefore, when consumers search for information provided by other users to make a better decision for their purchasing, they are adopting information. From a marketer’s perspective, this process also helps to build long-term advocacy. This research argues that social media provides more opportunities to the individual to adopt WOM. The existing literature has identified several antecedents of social WOM adoption and most of these studies focused on travelling websites (Filieri; Alguezaui and McLeay,2015; Hajli, 2016). Beldad, De Jong, Steehouder (2010) have categorized the major antecedents of social WOM adoption in the literature into three categories namely customer-based antecedents (e.g. user’s experience during the social interactions); website based antecedents (e.g. perceived information quality) and company based antecedents(e.g. perceived source of credibility). Source of credibility is considered as fundamental predictors of consumers’ acceptance of a message in traditional WOM adoption (McGinnies and Ward, 1980). To facilitate the evaluation of credibility of a source, more and more social platforms require contributors to create a web profile upon their registration. Customers need to provide personal information (e.g. profile picture, personal preference). Furthermore, many social media website utilise reviewer reputation systems to enable customers to assess the credibility of reviewers. Zhang and Watt (2008) argue that the higher source credibility of message perceived in online social media, the higher level of information adoption would be. Moreover, the quality of information in online reviews is perceived as a very important cue for consumers to assess the website (Filierri, et al., 2015). Krishnan; Biswas and Netemeyer (2006) point out that concrete information provided by the website such as detailed features of the product/service is likely to be perceived as more credible than those from abstract information like peripheral description of the product/service. Finally, in marketing literature user experience is strongly related with trust (Yoon, 2002). In an online context customers’ negative experience is likely to affect their trust about the company. As a consequence, they are likely to engage in negative WOM. Research shows that user experience has a strong impact on the social WOM adoption (Liang et al., 2012). Method Structural Equation Modeling (SEM) will be employed for examining the research objectives of this research. The questionnaire for this study will be created through a professional online-based survey tool. As this research focuses on the factors influencing social WOM adoption in relation with luxury brands communications, the proposed research model will be tested among customers who is active in the existing active social media platforms and has had experience in engaging with the activities of luxury brand communications such as posting review or comment other’s post). Result and conclusion This research has adopted the electronic WOM theory and the social media support theory along with a social media perspective to investigate how customer’s interaction in social media affects their behaviour in relation to luxury brands consumption. The results show that social WOM facilitates the evaluation by customers about the luxury products using social media. Moreover, WOM has emerged with broad accessibility and the capability to be evaluated and measured easily by other consumers. This study gives practical implications on how to use social media to develop online communities for luxury brands. In conclusion, when going online, luxury brand should consider the importance of converting the online brand strategy into an interactive and engaging experience for their users and online communities.

Introduction Recently global luxury brands have put their effort into strengthening their businesses online. This can be seen as an effort to overcome their stagnant growth by focusing on steeply increasing online markets as their target. In the midst of global recession, online luxury brands have continued to show rapid growth each year. Bain & Company (2017) has forecasted offline growth of global luxury brands at the annual average growth of 2~3% by 2020 while the online markets would show the average growth of 15% annually by 2020. Moreover, due to the expansion of importers with official copyright to the online sales and stabilization of e-payment system, online markets have gained consumer trust leading to the increased rate of consumers purchasing luxury brand online more. McKinsey Consulting (2017) has forecasted online sales of luxury brand would reach up to 28% of the total sales by 2025. Reflecting such expectations, luxury brands are in the process of proposing multiple channels of online sales and communicating through Social Network Service (SNS) marketing as their core strategies. As consumer usage of SNS, such as Facebook, tweeter, or Instagram, have increased, so the value of consumer toward luxury brands has changed. Since the introduction of the standing characteristic of social media-communication to the luxury brand market, the luxury brands not only became a privilege of the high minority group but also became available for anyone to easily purchase with absolute information availability of price, quality, location, etc. Theoretical Development Consumers are using social media sites to search for information and deviating from traditional media (e.g., television, radio, and magazines) (Mangold and Faulds 2009). The emergence of social media has changed communication method from one-way communication to multi-dimensional, two-way, peer-to-peer communication (Berthon, Pitt, and Campbell 2008). Social media platforms offer a chance for brand to familiarized interact with consumers. Also, consumer can be interacted with another consumer through social media. The most important factor for luxury brands to establish an online business strategy is communication with their consumers. Luxury brands that are most accustomed to communicating with their limited consumers in their offline stores providing high quality services, it is inevitable for them to fear the lack of face-to-face interaction with their consumers in online markets. Social media began to serve the luxury brands as the alternative communication channel within the online markets. Moreover, social media has proven effective in drawing consumer’s voluntary Word of Mouth(WOM) since social media interaction is important motivation for consumer to creating user-generated contents (Daugherty al., 2008). The social media provides the consumers with a platform to meet and communicate with others with similar interests in specific brand goods and services that makes target marketing easier than before (Muntinga et al., 2011). Furthermore, the social media platforms provide the consumers with restriction-free comments on a certain brand to other interested parties, the users voluntarily taking the role of eWOM (Kim & Ko, 2012; Vollmer & Precourt, 2008). Luxury brands also seek to take this advantage of social media. The extent of spreading word of mouth is at the most viral through social media platforms, influencing the consumer’s purchasing behaviors to a great extent as proven in many previous researches (Lau and Ng 2001; Nabi and Hendriks 2003). Thus, the purpose of this study is to examine the impact of the consumer’s multidimensional value towards luxury brands on social media WOM intention and purchase intentions at the same time. Moreover, through extensive literature review with qualitative interview on consumers’ perceived value on luxury brand/product, consumer value dimensions on the luxury brands are categorized into six value factors (e.g. conspicuous value, status value, materialistic value, hedonic value, uniqueness seeking value, price-quality perceptions). Research Design The study conducted a thorough literature review and focus group interview to develop a comprehensive model of understanding the importance and dimensionality of customer value on luxury brand. After analyzing qualitative data on consumer value perception on luxury brands/product, online survey was performed using a customer sample in the United States. A web-based online survey was conducted using an online research panel service. After filtering and cleaning data collected, a final usable sample of 287 were analyzed to test hypothesized model. Measures for luxury brand on perceived values (including conspicuous value, status value, hedonic value, materialistic value, uniqueness seeking value, price-quality perceptions), social media word-of-mouth intention, and purchase intentions for luxury products were rated on a 7-point Likert scale ranging from strongly disagree to strongly agree. Result and Conclusion The result show that the relationship between conspicuous value, hedonic value, uniqueness and price-quality perceptions with social media WOM were found to be significant impact. However, social media WOM were not affected by status value and materialistic value of luxury brand. Conversely, status value and materialistic value had a considerable influence on purchase intention for luxury brand online. And social media word-of-mouth had a significant positive effect on consumer purchase intentions for luxury brand. In the era where digital importance is at its peak, the expansion of the luxury brands to online business has become requirements and not optional consequences. It is not easy for luxury brands with their unique styles and identity, as well as high brand awareness to settle in an online market where variety of lifestyles and cultures coexist. For this reason, the study on the multidimensional consumer value on luxury brands holds its contribution to the academia and industry practitioners. This study empirically examines the influence of consumers’ perceived multidimensional value on the luxury brands to WOM and purchase intentions through social media. This paper has revealed that the consumer’s WOM intention on luxury goods does not necessarily correlate with the purchase intention. However, the consumer who has developed WOM intention through social media has shown to possess positive influence on the purchase intention. This results also indicated the importance of the exposure of the unique luxury brand image by the luxury brand managers to the social media in order to generate voluntary consumer WOM. Furthermore, in order to increase their social status, the necessity of online consumer community for sharing their special experiences is ever more present. Such online consumer community would serve to expand the communication channel between the brand and the consumers, thus leading to increase intimacy between two parties. The study was carried out to the American consumers; following study should be carried out to Chinese consumers or developing countries where luxury brands are exposed to the rapidly growing luxury brand markets. Moreover, an in-depth study on strengthening effective marketing strategy by segmenting consumer value on luxury brands should be conducted consequently.

Social media are increasingly becoming a strategic vehicle of modern companies’ way of communicating and interacting with consumers. Actually, social media marketing (SMM) has recently emerged as an effective two-way communication channel able to provide the sharing and exchange of information, ideas, and user-generated content in virtual environments. This is especially true for fashion brands, which are progressively creating interactive platforms such as online brand communities in order to enhance their consumer-based brand equity (CBE), interpreted as the consumers’ assessment of a company brand image, identity, and value. Scholars have widely analyzed the relationship between a company’s SMM and brand equity, thus finding a direct positive impact of the five main constructs depicting perceived SMM activities, namely entertainment, interaction, trendiness, customization, and word of mouth, on CBE. Despite this relevant scholarly interest, the consumer behavioral responses linking a company perceived SMM activities and CBE have been largely neglected. Actually, consumers’ benefits from virtual environments and online brand experience may represent significant elements marketing strategists should focus on in order to enhance a company’s brand equity. Building on the uses and gratifications theory and experiential marketing, we develop a conceptual model that unpacks such linkages, by relating SMM activities, perceived benefits of using social media, online brand experience, and CBE. Specifically, we interpret SMM activities as significant brand-related stimuli able to influence consumers’ cognitive, social interactive, personal interactive, and hedonic benefits, which in turn influence consumers’ sensory, affective, behavioral, and intellectual online experience. Moreover, we investigate the experiential responses of consumers that mostly affect a company’s brand equity, which finally impacts on consumers’ purchase intention of the fashion brand. The model is validated using structural equation modeling (SEM) on a sample of real users of online brand communities operating in the fashion industry. Our sample is composed of Millennials, which currently represent the most influential grown-digital generation of consumers. Overall, our findings shed light on consumers’ online behavioral and experiential responses to a company’s perceived SMM activities, thus proposing strategic implications for the management of brand online communities and suggesting interesting possibilities of future research on social media and fashion consumers.

The online media streaming industry is relatively new and is becoming increasing popular. It is projected to worth more than the US Box Office by 2017 with a revenue of $14 billion according to a PricewaterCooper report (2014). With online streaming, users typically pay a monthly subscription and get ``all you can eat" content (TV series, movies, music, etc.). Major players in this market include Netflix, HBO, Hulu and Amazon. Password sharing is a concern that has arisen in the industry, this involves a single subscription being shared with multiple others, meaning multiple people have access to the streaming content on just one purchase. Nevertheless, sharing is not without costs, as most firms have restrictions such that only one person can have access to contents at any given time. This means that if Bob and Charles are two friends sharing a subscription, if Bob is streaming the content, Charles cannot stream the content at the same time.

Consumers have been exposed to instances of celebrity domestic violence stories through the news, social media and online gossip media. Past studies showed that consumers have a tendency to overlook or even forgive the male celebrity’s violence behavior, and the celebrity appears to continue success in his career. Guided by attribution theory, this study investigates consumers' attribution and their consequent forgiveness or blame of the male celebrity’s violence behavior on his intimate partner. This study also takes into account celebrity past violent histories and philanthropy histories, as well as consumer individual differences (online media use and individual traits). The study employed a 2 (violence history: high vs. low) x 2 (Philanthropy history: high vs. low) between-subject, posttest-only design. 200 men and 200 women who lived in the US were recruited via Amazon Mechanic Turk to take part in the online study. The results support the proposed theoretical explanation. That is, consumers use a celebrity’s past histories as a cue to assign dispositional or situational attribution to the violent behavior and then blame or forgive the celebrity. The results also demonstrate that Facebook use and gossip site visits facilitate situational attribution, which has a significant positive influence on forgiveness. Implications for future research and suggestions for practice in public policy and marketing are discussed.

This study analyzes how and why video gamers intentionally watch media on video games that they play and like through online platforms such as YouTube and Afreeca TV. More specifically, this study utilizes the Uses and Gratification theory in order to understand game players’ psychological behaviors and patterns in detail. Among the various types and genres of video games, this study focuses on the fighting game “Tekken 7” published by the Japanese company Namco. Tekken 7 is distinguished in some ways in that its platform is an arcade rather than PC or mobile phones and that it emphasizes mind game between game players. By analyzing how and why Tekken 7 gamers watch Tekken 7-related media over the Internet and new media, this study further provides a blueprint for the future of the new media.

온라인 커뮤니티의 대안적 미디어로서의 가능성은 온라인이라는 플랫폼이 가진 개방성과 자율성과 같 은 매체기술적 요인 이외에도 다양한 커뮤니케이션 요소로부터 적지 않은 영향을 받는다. 이러한 다양한 요소들 가운데, 이 연구는 토론 주제가 가지는 속성이 온라인 커뮤니티의 대안성 발휘에 상당한 영향을 미 칠 수 있다고 보고, ‘개성공단 사태’라는 정보 접근의 제약이 크고, 대안적 의견과 주장의 다양성을 확보하 기 어려운 이른바 토론 난제에 대한 온라인 토론에서도 대안성이 발휘될 수 있는지를 검토해 보았다. 이를 위해, 연구는 ‘개성공단 사태’에 대한 온라인 커뮤니티(<다음 아고라>)가 종이신문의 보도 양상(양적 내용 분석)과 프레임(질적 내용분석)에 견주어 어떠한 구성적 다양성과 내용적 차별성을 보이는지를 분석했으 며, 그 결과는 크게 다음의 두 가지 차원으로 요약된다. 먼저, 종이신문의 보도 양상에 견주어, <다음아고 라> 토론은 과도한 ‘선정적 단어’ 사용, 부정적 인식 일색의 ‘미래 전망’, 그리고 ‘국내 전문가’ 중심의 제한 된 ‘정보원 활용’이라는 한계를 드러내고 있었다. 다음으로, 미디어 프레임에 있어 <다음 아고라>는 개성 공단 사태의 ‘배경 및 원인’과 ‘결과’ 프레임에서 종이신문과 일정한 유사성을 보이면서도, 종이신문에서는 드러나지 않았던 보다 다양한 프레임을 제공함으로써 그 내용적 다양성과 차별화를 보여주고 있었다. 특 히, 이와 같은 내용적 대안성은 사태의 ‘해결 방안’으로 ‘고립 전략’이라는 차별화된 프레임에서 두드러졌 는데, ‘대화유도’에 방점을 둔 종이신문과 큰 간극을 보여주었다. 결론적으로 이 연구는 온라인 커뮤니티 의 대안적 미디어로서의 역할과 기능이 토론 난제에서도 일정 부분 발휘될 수 있다는 것을 시사받을 수 있 었으며, 이로써 온라인 토론의 질적 수준을 어느 정도 긍정적으로 평가할 수 있었다