DC Field | Value | Language |
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dc.contributor.advisor | Chung, Chin-Wan | - |
dc.contributor.advisor | 정진완 | - |
dc.contributor.author | Park, Ye-Jean | - |
dc.contributor.author | 박예진 | - |
dc.date.accessioned | 2013-09-12T05:03:47Z | - |
dc.date.available | 2013-09-12T05:03:47Z | - |
dc.date.issued | 2012 | - |
dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=509433&flag=dissertation | - |
dc.identifier.uri | http://hdl.handle.net/10203/182464 | - |
dc.description | 학위논문(석사) - 한국과학기술원 : 웹사이언스공학전공, 2012.8, [ iii, 32 p. ] | - |
dc.description.abstract | Twitter, a microblogging service which enables users to build social networks and share information, has been recognized as a potentially powerful marketing platform. Daily deal service is one of the many types of businesses that leverage Twitter for marketing purpose; daily deal providers such as Groupon and Living-Social are not only engaged in active interactions with their potential customers on Twitter but are also en-couraging the customers to participate in advertising products through Twitter. Despite the recent surge of interest in studying Twitter as a medium of information diffusion, little is understood about the daily deal in-formation sharing behavior on Twitter. In this research following questions are posed: what kind of daily deals are being talked about in Twitter, when, and how? In order to answer these questions I crawl and ana-lyze a large-scale Twitter and Groupon data to understand the characteristics of the user-generated tweets con-taining the URL links to daily deals. I also examine the relationship between the sharing of tweets and the actual sales performance of the daily deal service based on the data collected from LivingSocial. I discover the demands of users reflected through Twitter and characterize the customers’ information sharing patterns across Twitter. Further, I provide evidence which shows that sharing daily deals on Twitter contributes to the improved sales performance. These findings shed light on the significance of Twitter as a marketing platform, providing key insights for businesses to consider in formulating social marketing strategies. | eng |
dc.language | eng | - |
dc.publisher | 한국과학기술원 | - |
dc.subject | Microblogging | - |
dc.subject | Consumer Behavior | - |
dc.subject | Electronic Word of Mouth (eWOM) | - |
dc.subject | Electronic Commerce | - |
dc.subject | Social Media Marketing | - |
dc.subject | Daily Deal Service | - |
dc.subject | - | |
dc.subject | 트위터 | - |
dc.subject | 소셜 커머스 | - |
dc.subject | 소셜 미디어 마케팅 | - |
dc.subject | 전자상거래 | - |
dc.subject | 구전 마케팅 | - |
dc.subject | 소비자 행태 | - |
dc.subject | 마이크로 블로깅 | - |
dc.subject | 온라인 소셜 네트워크 | - |
dc.subject | Online Social Network | - |
dc.title | Understanding social network service as a daily deal marketing platform | - |
dc.title.alternative | 소셜 커머스 마케팅 플랫폼으로서 소셜 네트워크 서비스에 관한 연구 | - |
dc.type | Thesis(Master) | - |
dc.identifier.CNRN | 509433/325007 | - |
dc.description.department | 한국과학기술원 : 웹사이언스공학전공, | - |
dc.identifier.uid | 020114283 | - |
dc.contributor.localauthor | Chung, Chin-Wan | - |
dc.contributor.localauthor | 정진완 | - |
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