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

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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.
Chung, Chin-Wanresearcher정진완
한국과학기술원 : 웹사이언스공학전공,
Issue Date
509433/325007  / 020114283

학위논문(석사) - 한국과학기술원 : 웹사이언스공학전공, 2012.8, [ iii, 32 p. ]


Microblogging; Consumer Behavior; Electronic Word of Mouth (eWOM); Electronic Commerce; Social Media Marketing; Daily Deal Service; Twitter; 트위터; 소셜 커머스; 소셜 미디어 마케팅; 전자상거래; 구전 마케팅; 소비자 행태; 마이크로 블로깅; 온라인 소셜 네트워크; Online Social Network

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