Consumers have a strong desire to share their accomplishments on social media. They post about getting a promotion, completing an online course, finishing a marathon, or donating to charity. Companies also nudge consumers to make such posts. Understanding better people's beliefs about sharing achievement-related information with others is important.

While companies and brands have always collected and used customer data for multiple purposes, the advent of smart devices, Internet of Things (IoT), and big data has made it much easier to access and utilize consumers’ personal information. For consumers, however, such ease of access to their personal data and frequent cases of data breach have increased their concerns about data privacy (Harris & Associates, 1996; Milne et al., 2004). Nevertheless, consumers continue to share their personal information with companies and brands in the digital environment (Turow et al., 2015).

많은 조직들은 불확실하고 급속도로 변화하는 환경 속에서 조직의 지속적인 발전과 성공을 위해 다각 도로 노력하고 있다. 특히 조직이 직면한 다양한 문제에 대한 해결 능력의 중요성이 부각되면서 구성원의 자발적 지식공유에 대한 관심이 날로 증가하고 있다. 이에 따라 구성원의 지식공유 딜레마를 해소시키는 요인에 대한 탐구가 지속적으로 이루어져 왔는데, 그 중에서도 리더십은 구성원의 지식공유에 영향을 미치는 중요한 선행요인으로 밝혀졌다. 특히 리더의 언행일치, 즉 행동적 진실성이 그간 조직에 긍정적인 결과를 가져오는 리더의 행동으로 제시되어 왔지만, 이를 지식공유와 연결한 연구는 매우 제한적이다. 아울러 이 두 변수 간의 관계를 설명해주는 메커니즘에 중점을 둔 연구는 더욱 미흡하다. 본 연구는 이러한 선행연구의 한계점을 보완하고자 리더의 행동적 진실성과 구성원의 지식공유 간 관계를 검증하고, 두 변수간의 관계에서 관계적 에너지의 매개효과와 친사회적 동기의 조절효과를 검증하였다. 실증분석을 위하여 육군 간부 329쌍의 자료를 활용하였다. 실증분석 결과 관계적 에너지는 행동적 진실성과 구성원의 지식공유 간의 관계를 완전매개하는 것으로 확인되었다. 또한 구성원의 친사회적 동기가 높을수록 관계적 에너지와 지식공유 간의 정(+)적 관계가 더 강하게 나타났으며, 관계적 에너지를 통해 부하의 지식공유에 영향을 주는 행동적 진실성의 간접효과 또한 친사회적 동기가 높을수록 더 강하였다. 본 연구는 행동적 진실성과 지식공유 두 변수간의 관계에 내재된 메커니즘을 실증적으로 검증했다는 측면에서 이론적 및 실무적 함의를 가진다. 아울러 연구의 한계 및 향후 연구방향에 대해 연구의 말미에 기술하였다.

본 연구는 자원보존이론과 사회적 비교이론을 기반으로 개인의 사회적 비교성향이 지식 공유 행위에 어떠한 영향을 미치는지를 검토하는 한편, 상사-구성원 관계의 사회적 비교(LMXSC) 수준과 동료 도움 의 정도가 개인의 사회적 비교성향이 지식 공유에 미치는 효과를 어떻게 상이하게 조절하는지를 살펴보았다. 본 연구에서는 개인의 사회적 비교성향이 지식 공유 행위를 감소시킬 것이라고 예측하였으며, 상사 -구성원 관계의 사회적 비교가 낮을 때 이러한 사회적 비교성향이 지식 공유 행위에 미치는 부(-)의 효과가 보다 강화될 것이라고 보았다. 이와는 반대로, 동료 도움의 경우 동료 도움이 높다고 인식할 경우 사회적 비교성향이 지식 공유 행위에 미치는 부(-)의 효과가 보다 강화될 것이라고 가설화하였다. 이러한 가설들을 검증하기 위해 다양한 산업군의 조직에서 근무하는 155명의 상사-직원 설문을 통해 분석한 결과, 예측과 같이 사회적 비교성향은 지식 공유 행위를 감소시키는 것으로 나타났다. 또한 상사-구성원 교환 사회적 비교에 대한 인식이 낮을 때 사회적 비교성향이 지식 공유에 미치는 부(-)의 효과가 강화되었으며, 반대로 동료 도움의 경우 동료 도움에 대한 인식이 높을 때 사회적 비교성향이 지식 공유에 미치는 부(-)의 효과가 강화되었다. 이러한 연구결과를 바탕으로 결론에서는 지식경영 관점에서의 시사점과 연구의 한계점 및 향후 연구방향을 논의하였다.

Introduction Recent years have witnessed a rapid growth in peer to peer (P2P) sharing-service businesses such as Uber and Airbnb. In P2P sharing-service businesses, goods or services are provided by customers (peers) rather than by service firms, who act simply as an intermediary between customers. One customer acts as a service-providing customer (SPC), and the other as a service-receiving customer (SRC). P2P sharing-service firms have no direct control over an SPC’s quality of service provided to an SRC. Further, both SPCs and SRCs are customers to the firm, and therefore firms are concerned with the quality of service provided not only to SRCs but also to SPCs. In the P2P sharing-service context, particularly in the case of services serving the needs of diverse travelers (e.g., Uber or Airbnb), SPCs and SRCs can be people of different genders and races, which can cause them to feel socially distant from each other. Since SPCs are not professional service employees, they may not know how to cope with the social distance, which can result in uncomfortable service experience for both SPCs and SRCs. The more similar to the SPC an SRC feels, the more comfortable the SRC is likely to feel, which can lead to higher service satisfaction. Yet, few studies examined how such social distance can be reduced. This study is intended to fill this gap in the research. Specifically, we propose that an SPC’s form of address for SRC can moderate the effect of the incongruence in gender and race on an SRC’s perceived social distance. Theoretical Development Social distance refers to the level of acceptance people have of others outside of their own social group or class (Bogardus, 1928). It is a measure of perceived difference (or distance) between groups. In the context of the P2P sharing service, SRCs and SPCs can be from diverse social groups. When an SRC encounters an SPC from a social group that is different from theirs, the SRC can feel socially distant from the SPC. Immediate differences an SRC can identify upon meeting an SPC is demographic such as gender, age and race. In this study, we first propose that the difference (incongruence) in gender, age and race makes an SRC feel socially distant from an SPC. Social distance is closely related with similarity (Osbeck & Moghaddam, 1997; Liviatan, Trope & Liberman, 2009). In the context of mentoring, the higher the perceived and actual similarity a portage feels with a mentor, the higher the level of the portage liking and satisfaction for the mentor and with the mentoring service (Ensher, 1997). Matching gender and race between a mentor and a portage positively influenced self-reported grade point average, efficacy and confidence of a portage (Blake-Beard et al. 2011). Race was well demonstrated to influence social distance (Triandis & Triandis, 1960). Taken together, we conjecture that the effect of the difference in gender and race on social distance will apply to the P2P sharing service context and propose the following hypothesis: H1: The incongruence in gender and race between an SRC and an SPC will make SRCs feel more socially distant from SPCs compared to the case of congruence. We propose in this study that the form of address for SRCs by SPCs can influence the level of social distance SRCs feel because of the incongruence in gender and race. The relationship between forms of address and social distance has been proposed (Brown, 1965). Intimate terms of address is associated with intimate relationship. Intimate terms of address is inversely proportional to social distance (Keshavarz, 2001). Calling someone by the first name is related with friendliness (Brown, 1961). The use of first name is positively associated with closeness in relationship (Brown, 1965). An empirical study in the healthcare context showed that most patients preferred to be addressed by the first name (as opposed to last name) (Gillette, Filak & Thorne, 1984). Taken together, we propose the following: H2: Intimate forms of address by the SPC for the SRC will reduce the level of social distance caused by the incongruence in gender and race. We propose that the level of perceived social distance influences the level of comfort SRCs feel with the SPC during the service delivery. The negative effect of social distance on the level of interaction comfort has been shown (Paswan & Ganesh, 2005). In the context of service encounters where customers feel cultural differences, psychological distance was shown to influence comfort negatively (Weiermair, 2000). Since social distance is a dimension of psychological distance (Trope & Liberman, 2011), we propose the effect of social distance on comfort as following: H3: Reduced social distance will lead to a higher level of comfort. The effect of social distance on comfort can vary by customers. In this study, we propose that the effect is moderated by the customer’s motive for the purchase of the P2P sharing service. There are largely four movies for customers who participate in collective consumptions (i.e., sharing service): economic motive, social motive, hedonic motive, and the motive to reduce risks and responsibilities (Benoit, Baker, Bolton, Gruner & Kandampully, 2017). Economic motives are associated with reducing expenses, and social motives are with meeting other people (e.g. more authentic travel) (Benoit et al., 2017). Hedonic motives are related with “accessing products that are exciting or normally out of reach” while motives to reduce risks and responsibilities are related with “no burdens of ownership, option to preview a product for potential purchase” (Benoit et al., 2017). According to a research in the context of P2P accommodations, cost saving, familiarity, trust, and utility are determinants of satisfaction with a sharing option. Thus, we propose that customer motives moderate the effect of social distance on comfort (Möhlmann, 2015). H4: The effect of social distance on comfort vary by customer motives for purchase. When feeling comfortable, people are more likely to trust, feel satisfied, and commit themselves, which can help improve relationship (Spake, Beatty, Brockman & Crutchfield. 2003). Comfort positively influences perceived service quality and satisfaction (Dabholkar, Shepherd & Thorpe, 2000). Comfort influences satisfaction positively (Paswan & Ganesh, 2005). In the P2P sharing-service context, SRCs’ evaluation of SPCs are carried out by reviews. Customer reviews of SPCs’ services are vitally important for both SRCs and SPCs. Reviews help other SRCs to identify desirable SPCs (Ert, Fleischer & Magen, 2016) and SPCs to receive feedback for their service quality improvement. Therefore, we propose the following: H5: Comfort leads to SRC’s intention to write good reviews. Data Collection Data will be collected from American consumers who have used Uber at least once in the past one year through an online scenario-based survey using a 2 (genders: male vs. female) x 3 (races: white vs. yellow vs. black) x 3 (forms of address: no address vs. first name vs. last name) between-subject experimental design. Hypotheses will be tested by an analysis of variance and a structural equation modeling analysis. In the analyses, the potential effects of trust, familiarity, community belonging, utility (Möhlmann, 2015) and age will be controlled. Implications Findings of this study will reveal the importance of reducing social distance that SRCs feel during encounters with SPCs. Of many possible ways to reduce social distance between SRCs and SPCs, the result of this study will show that SPCs’ use of appropriate form of address to SRCs is effective. Further, it will show that the effect of social distance on customer comfort can vary by the purpose of the use of the sharing service. These findings will offer P2P service firms insights on how to help SPCs offer more comfortable services to SRCs and as a result receive positive reviews from SRCs.

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.

This study empirically examines the effects of two distinct types of privacy-related concerns (organizational threats and social threats) on different aspects of information disclosure (amount, honesty and conscious control) on social network sites, especially by highlighting the role of trusting beliefs (integrity & honesty, predictability, benevolence, competence), across three markets in which social network usage is substantial (i.e. US, Europe, and East Asia). The study contributes to the literature focused on the paradoxical dichotomy between privacy attitudes and behaviors. In a quantitative modeling framework, we develop a structural model based on our previous conceptual model. We use data collected through snowball convenience sampling technique from a large sample (n=624), Web-based consumer survey from Europe, US and East Asia to measure these constructs, and we fit a series of structural equation models that test related prior theory. Findings suggest that the “Social Sharing” paradox may result from a failure to disentangle between social and organizational concerns, since the authors find no effect of privacy concerns about organizational threats on overall disclosure (amount and honesty of information) but find high conscious control of information disclosed for higher concerns towards social threats. Trusting beliefs differently influence information disclosure in the three main geographical areas and were found to moderate the effect of social concerns on the amount of information disclosed and conscious control. Further the cross-country analysis results suggest that cultural values may affect how concerns about privacy and trusting beliefs, impact self-disclosure. For practice, our research suggests actionable strategies to aid online marketers in matching information requests with the needs and concerns of consumers by providing greater control and customization and enhancing firm trust.

The government focuses the innovation paradigm of public institutions on the realization of social value through national tasks. Efforts are now being made to legislate the Framework Act on the Realization of Public Institutions’ Social Value, which allows public institutions to serve as the foundation and check the progress of social value realization plans every year. According to this Act, the government performance review must also reflect efforts and outcomes made to create social value. Traditional public institutions in the road sector are trying to convert social responsibility, job creation and related activities into indicators of social value realization. Social value refers to a “value that can contribute to public interests and community development in all areas including social, economic, environmental, and cultural ones.” This definition commonly used in government policy includes the concept of public institutions’ social responsibility and shared value creation. Here, social responsibility refers to the returning of corporate profits to society for the continued development of a community while shared value creation refers to the solving of a social problem by a company pursuing both economic and social value creation. The performance sharing scheme in particular is regarded as an important tool for companies to create social value. In this regard, this study examines how public institutions in the road sector used the performance sharing scheme. The purpose of this study is also to discover more cases based on this analysis. The analysis so far found the following 5 types of performance sharing schemes in the road sector: (a) service improvement, (b) technology development, (c) conditional purchasing, (d) technology transfer, and (e) performance sharing between multiple parties. Notably, technology transfer or performance sharing between multiple parties means that public institutions provide support to the private sector so that it can take the lead and develop required technology. These instances can be good examples of public institutions serving as the foundation and creating social value by removing new technology entry barriers for small and medium-sized enterprises and supporting the development of the latest prioritized technology or product. Accordingly, there needs to be established a cooperative ecosystem between small, medium, and large companies in a win-win approach to increase the adoption rate of SME support projects and provide more technical advice in the road sector and thereby, to expand the cases of shared growth where outcomes are shared in the road sector.

Social media as an online channel for sharing and participating can play an important role for many marketing activities. Social media can be especially influential in word of mouth (WOM) communication as the focus of it is the sharing of information regarding consumers’ product experiences. To use social media as a marketing tool, identifying the relationship between message sender and receiver (the strength of social tie) is important in the viral marketing campaign context. Also, the effects can be influenced by message type, and consumers’ situational context. Therefore, the study examines the consumers’ intention to share advertising message with others in social media focusing on the strength of social ties (strong vs. weak tie) between message receivers and senders. The authors hypothesize that participants’ intention for sharing will be higher for the message recipients of strong tie than of weak tie. Especially, the sharing intention, for strong tie than for weak tie, will be higher when there is a match between message type (visual vs. text) and consumers’ purchasing context (close vs. far distance). The study used 2(temporal distance: close vs. distant) x 2(message type: text vs. picture) x 2 (close friends, vs. general public) design with the first two factors as between –subject factors and the last factor as a within-subject factor. A total of 107 student subjects participated in an experiment. They were recruited from a private university, in Seoul, in exchange for extra credit. The participants’ average age was 22 (SD=2.72) and 58 percent of them were males.

Daily deals sites function as an effective promotional tool for low-budget offline retailers. In particular, social interaction helps increasing sales because it not only clarifies product information but also increase product awareness. This study investigates two forms of social interaction, public discussion (posting on the within-platform deal board) and social sharing (sharing the deal information on an external SNS platform). In addition to the innate attractiveness of the deal, we hypothesize that the online and offline contexts affect the amount of social interaction. That is, (1) number of deals that are present along with the focal deal in the online platform and (2) the retail environment of the service offered in the deal affect the degree to which users participate in social interaction. An empirical analysis of deal-level data shows that the contextual factors, along with the deal attractiveness, affect the amount of social interaction. However, the effects are distinct for public discussion and social sharing. When there is a larger number of similar deals on the platform, less public discussion takes place while social sharing proliferates. Offline retail environment only affects public discussion; larger retailer revenue in the area that the deal provider is located results in greater social interaction. The innate attractiveness of the deal, defined as the past performance of deals of the same category in the same region, has contrasting effect on the two types; high attractiveness results in more public discussion but less social share. The results suggest that small offline retailers can better manage social interaction by understanding the influence of contextual factors when promoting their service products on an online platform.

The importance of Social Networking Services (SNS) has increased in recent years because consumers are able to communicate with each other to share their information and experiences via SNS. This allows to easily distribute critical information and is beneficial to other potential consumers. Current studies confirm the important role of social media so that firms can get valuable information to respond to the heterogeneous customers’ needs through SNS (e.g., Rishika, Kumar, Janakiraman, & Bezawada, 2013). This paradigm shift allows firms to consider the important role of SNS on the current fashion market. A firm communicates with consumers sharing their opinions, experiences, and feedback existing on SNS, called social platform, which provides valuable information to respond to consumers’ needs. In the last decades, rapid advancements in technology and customer demands pushed firms to collaborate with outside partners to collect information, creating valuable products or services. In such competitive environments, customers’ involvement is increasingly important because integrating external sources of knowledge from them can result in major advantages for the firm (Nooteboon, 1999). Further, Von Hippel (1986) emphasizes the importance of the participation of the lead users whose present strong needs will become general in a marketplace months or years in the future. They have the tendency to adopt new products earlier than normal customers. According to Von Hippel (2006), lead users may provide valuable ideas for the firm which results in novel products. Lead users can diffuse product information to other customer groups and may play a pivotal role between the firm and traditional customer groups. Likewise, the fashion leaders in the fashion industry have an important role because firms are able to know future market trends from them. Further, the role of fashion leaders is much more important because of the characteristics of the fashion industry. It is very difficult to foresee a trend as customer demand changes rapidly and becomes more heterogeneous. Fashion leaders purchase new fashion products quicker than other people, are more interested in clothing, and invest more in fashion than the general consumer (Goldsmith, Freiden, & Kilsheimer, 1993). Thus, fashion leaders hold an important role as a source of information and for the word-of-mouth effect in the fashion market (Kim & Hong, 2011). The fashion information that fashion leaders deliver builds more trust and interest than direct fashion advertisement or PR, and they have an important influence on the spread of new fashion styles (Vernette, 2004). Additionally, the effects of online word-of-mouth are different from the traditional word-of-mouth effects because there are numerous senders and receivers, and conversations last much longer. Moreover, viral content that includes vivid visual images can especially be influential on network participants (Kulmala, Mesiranta, & Tuominen, 2013; Wolny & Mueller, 2013). We argue that fashion leaders may have a strong impact on leading a trend in the current fashion industry and influence the consumers who share information and experiences with them on fashion platforms to purchase products. Thus, the purpose of our study is to examine the role of fashion leaders in influencing purchase intention of the potential customers who are using the fashion platforms to take information from them. Further, we will outline how fashion leaders influence the creation of valuable fashion platforms and valuable information through sharing their knowledge through fashion platforms. Online surveys were administrated to conduct empirical analyses for this study. Taking the gender and age characteristics of interest based SNS users into consideration, the research sample concentrated on female users in their teenage to 30s, who had the experience with fashion social platforms. The main research results are as follows. First, we found that fashion leaders create valuable information for the other users to visit fashion platforms, providing correct, trendy and trustworthy information to other users. Second, the quality of information and value of a fashion platform that are created by fashion leaders positively influence the users when considering their future purchase decision making and recommendations to other potential consumers to visit the fashion platform. We have some implications in our study. First, we contribute by finding a factor to explain how the value of social fashion platforms can be created and how important the value of information provided by fashion leaders is in the fashion industry in Korea. We found that the role of fashion leaders in influencing a trend of current fashion in the Korean industry is important. The advent of social media, such as SNS, allows us to explain how one-way communication with consumers to set up a firm’s marketing strategy is limited. As the results of this study are specific to the fashion industry, they can be used as a fundamental study to understand the role of fashion leaders to create value on social platforms and share valuable information to normal users. Moreover, this study can contribute to the understanding how social platforms affect the fashion industry through two-way communication to the potential customers using the fashion leaders. It is important for fashion corporations that are interested in social services to have a valuable knowledge of social platform users. Therefore, fashion marketers who are attempting to utilize social platforms can use this study as preliminary data to understand fashion social platform users, who are the potential consumers.

These days, thanks to lots of smart devices and advanced communication technologies, consumer’s recognition and relations have been changed. They, beyond relying on information and services which are produced by experts, produce information and knowledge by themselves via SNS or web that they want to know. As consumer’s recognition is changing like this, SNS is evolving into social platform. Therefore, this paper is intended to clarify overall relationship between network characteristics in social platform, knowledge sharing, social capital, social innovation and customer’s value. This paper has clarified influences between variables related to consumer’s behaviors in social platform and the results are summarized as following: First, network characteristics in social platform are found to positively affect knowledge sharing efforts of social platform. Second, knowledge sharing has been found to positively affect social capital and innovation in social platform. However, enjoyment in helping others i.e a sub variable is found to positively affect social capital and innovation through anticipated reciprocal relationships. Third, social capital and innovation in social platform have affected customer value in social platform positively. Consequently, this paper is intended to solve various problems found from overall societies and industries through social innovation and also to advance them. For these purposes, social platform is believed to prompt sharing idea and knowledge based on interactions between users and social relationship. These actions become social capitals resulting in social innovation. Moreover, these would create new businesses and marketing opportunities across various areas in the processes that innovative activities form customer values.

This paper reviewed the mediating effects of knowledge sharing between social capital(interaction, trust, shared vision) and innovation(radical innovation, incremental innovation) in small businesses. Based on the responses from 337 responses, the results of mediating effect analysis and path analysis showed that interaction and shared vision effect positively on radical innovation and incremental innovation via knowledge sharing or directly, but trust effects positively only on incremental innovation. Social capital and knowledge sharing have more effects on incremental innovation than on radical innovation.

In this exploratory analysis, we investigate the genesis and the evolution of local food-purchasing networks created and operated by consumers. In details, we describe how collecting and sharing information about food-products can become a central activity for some consumers’ communities and how these communities are starting to play an active role in the food supply chain. We define this community-based food-purchasing model as collaborative food network (CFN), and we analytically describe its characteristics and differences with respect to the traditional and industrialized agrifood supply chain models. A collaborative food network community in Italy, known as GAS (“Gruppi di Acquisto Solidale” – “Solidarity Purchasing Groups”), is introduced as an example of our analytical model. We will use this empirical example to present the strengths and weaknesses of the CFN model.

This study wants to test the nexus among resource orientation, market orientation, social network, and knowledge sharing toward organizational innovation, and the nexus between organizational innovation and MSMEs performance. Questionnaires and interviews are conducted with some MSMEs actors in Central Java Province, Indonesia, in Klaten Regency and Pekalongan City. These two areas have creative MSMEs, especially Batik MSMEs that have been very large and known worldwide. The sampling technique is done purposively with certain criteria for the respondents. The data analysis technique is done using Partial Least Square. This study provides recommendations about strategic practice and policy (resource and market), social network, and knowledge sharing in increasing organizational innovation, and the impact of organizational innovation toward MSMEs performance. It also offers a comprehensive model of the determinant factor of organizational innovation by considering the aspect of strategic orientation, social network, and knowledge sharing. Other unique aspects that are also important to consider are social network and the importance of knowledge sharing in improving MSMEs Performance. The respondents are still limited in two areas, namely, Pekalongan and Klaten, so it still cannot represent the whole population. These areas also have different orientation of production process approach, namely, synthetic and natural dyes.

본 연구는 (사)반딧불 나눔복지재단의 브랜드 아이덴티티 디자인 개발에 대한 연구로 2018년 05월 ~ 2018년 09월까지 진행된 브랜드 아이덴티티 디자인 개발 사례를 대상으로 한다. 브랜드란 제품을 판매하는 기업이나 개인이 소비자에게 특정 이미지를 주고, 경쟁자가 제공하는 서비스, 재화와 차별화하기 위해 만든 심벌, 이름, 디자인 등의 항목이나 또는 이들의 조합을 말한다. 오늘날 소비자 인식을 방해할 정도의 많은 브랜드 속에서 소비자들에게 긍정적이고 지속가능한 상징적인 의미로 기억에 남기 위해서는 경쟁사와 구별되는 브랜드 이미지가 요구된다. 이렇듯 소비자가 해당 브랜드를 떠올릴 때 가장 먼저 그릴 수 있는 시각적인 이미지가 브랜드 디자인이며, 기업은 타경쟁사와 차별적이면서도 기업의 철학을 담은 브랜드를 구축해야 한다. 이에 본 연구는 사회적기업인 나눔복지재단의 특징과 유사사례들을 철저히 분석하고, 선행연구를 통해 장기적인 관점에서 반딧불 나눔복지재단이 타 나눔복지재단과 차별화된 브랜드 아이덴티티를 개발할 수 있도록 목표를 설정했다. 특히 반딧불 나눔복지재단을 상징하는 모티브를 가지고 디자인 이미지를 표현하고 구성하였다. 이를 통해 새롭게 제작된 브랜드 아이덴티티의 차별성이 선호도 등 긍정적인 결과로 도출되었다. 본 연구를 통해 반딧불 나눔복지재단의 브랜드 아이덴티티 구축을 시작으로 이러한 사회적 기업이 운영목표를 성취하고 공동체 활성화에 기여할 수 있기를 바란다.

Purpose - objective of this research is to investigate individual, organizational and environmental factors influence tacit knowledge sharing among healthcare professionals. The transmission of Tacit Knowledge is crucial for organizations to ensure that TK will be passed throughout organization, rather than stored in single employee. Research design, data, and methodology - In this study investigate organizational, individual and environmental factors that influence on TK sharing. To test hypothesizes, the survey method was chosen. Sample size was 100 but 74% of questioners returned. Results - The main findings of this research are related to influence of personal, social cultural and behavioral factors on tacit knowledge sharing. According to extracted data all factors have influence on tacit knowledge sharing except Emotional stability that was found to be negatively related to tacit knowledge sharing. That may means anxiety and stress level of workplace applies negative enhance on tacit knowledge sharing. And finally results show that social environment, team oriented culture and organizational commitment have strongest influences on tacit knowledge sharing. Conclusion - the findings of this study shows that personal, social cultural and behavioral factors influence on tacit knowledge sharing. And also indicates that, social and organizational factors enhance strongly on tacit knowledge sharing.

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.