Impact of emotional contents on viral behaviors = 감정적 콘텐츠가 소셜미디어 호응도에 미치는 영향연구 : FACEBOOK을 중심으로

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The study investigates the types of responses elicited by emotional content on Facebook, ranging from Cute, Funny, Inspiring, Disgust to Angry. The emotion Inspiration was added to the types of emotional content, and the responses Like, Share, Comment, and Parody served as indicators of the degree to which particular content went viral or not. 198 undergraduate students responded to a survey and their responses were analyzed using a linear regression model. The results found that positive content elicits a higher response rate than negative content. There was a marked difference between one group who reacted by only clicking ‘Like’ and the other group who clicked Share, Comment and parody. In particular, the emotions Funny and Inspiration showed high levels of engagement.
Advisors
Lee, Hee Seokresearcher이희석researcher
Description
한국과학기술원 :정보경영프로그램,
Publisher
한국과학기술원
Issue Date
2016
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 정보경영프로그램, 2016.8 ,[iv, 26 p. :]

Keywords

digital content; emotional content; viral marketing; social media; facebook; 디지털 콘텐츠; 감정적 콘텐츠; 바이럴 마케팅; 소셜 미디어; 페이스북

URI
http://hdl.handle.net/10203/221927
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=664511&flag=dissertation
Appears in Collection
KSIM-Theses_Master(석사논문)
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