Understanding social network service as a daily deal marketing platform = 소셜 커머스 마케팅 플랫폼으로서 소셜 네트워크 서비스에 관한 연구

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dc.contributor.advisorChung, Chin-Wan-
dc.contributor.advisor정진완-
dc.contributor.authorPark, Ye-Jean-
dc.contributor.author박예진-
dc.date.accessioned2013-09-12T05:03:47Z-
dc.date.available2013-09-12T05:03:47Z-
dc.date.issued2012-
dc.identifier.urihttp://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=509433&flag=dissertation-
dc.identifier.urihttp://hdl.handle.net/10203/182464-
dc.description학위논문(석사) - 한국과학기술원 : 웹사이언스공학전공, 2012.8, [ iii, 32 p. ]-
dc.description.abstractTwitter, 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.languageeng-
dc.publisher한국과학기술원-
dc.subjectMicroblogging-
dc.subjectConsumer Behavior-
dc.subjectElectronic Word of Mouth (eWOM)-
dc.subjectElectronic Commerce-
dc.subjectSocial Media Marketing-
dc.subjectDaily Deal Service-
dc.subjectTwitter-
dc.subject트위터-
dc.subject소셜 커머스-
dc.subject소셜 미디어 마케팅-
dc.subject전자상거래-
dc.subject구전 마케팅-
dc.subject소비자 행태-
dc.subject마이크로 블로깅-
dc.subject온라인 소셜 네트워크-
dc.subjectOnline Social Network-
dc.titleUnderstanding social network service as a daily deal marketing platform = 소셜 커머스 마케팅 플랫폼으로서 소셜 네트워크 서비스에 관한 연구-
dc.typeThesis(Master)-
dc.identifier.CNRN509433/325007 -
dc.description.department한국과학기술원 : 웹사이언스공학전공, -
dc.identifier.uid020114283-
dc.contributor.localauthorChung, Chin-Wan-
dc.contributor.localauthor정진완-
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