DSpace at KOASAS: Antecedents of brand communication outcomes via social media: roles of interaction level, informality, and social presence

DSpace at KOASAS

College of Business(경영대학)Graduate School of Innovation and Technology Management(기술경영전문대학원)ITM-Theses_Master(석사논문)

Antecedents of brand communication outcomes via social media: roles of interaction level, informality, and social presence소셜미디어를 이용한 브랜드 커뮤니케이션의 연구 - 상호작용, 격식성, 사회적 실재감을 중심으로

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Lee, Ji-won / 이지원

Advisors: Sung, Kwang-Jae Sung; 성광제

Description: 한국과학기술원 : 기술경영전문대학원,

Publisher: 한국과학기술원

Issue Date: 2012

Identifier: 487319/325007 / 020103996

Language: eng

Description: 학위논문(석사) - 한국과학기술원 : 기술경영전문대학원, 2012.2, [ iv, 45 p. ]

Keywords: Twitter; Social media marketing; Interaction; Informality; 소셜 미디어 마케팅; 트위터; 상호작용성; 비격식성; 사회적 실재감; Social presence

URI: http://hdl.handle.net/10203/181316

Link: http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=487319&flag=dissertation

Appears in Collection: ITM-Theses_Master(석사논문)

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Knowledge Service Development Team, KAIST 291 Daehak-ro, Yuseong-gu, Daejeon 34141, Republic of Korea. T. 82-42-350-4493 Email. koasas@kaist.ac.kr
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Antecedents of brand communication outcomes via social media: roles of interaction level, informality, and social presence소셜미디어를 이용한 브랜드 커뮤니케이션의 연구 - 상호작용, 격식성, 사회적 실재감을 중심으로

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