Business analytics on digital content platform: empirical studies in social media and mobile app store = 디지털 컨텐츠 플랫폼의 분석경영: 소셜 미디어 및 모바일 앱스토어에 대한 실증연구

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As business analytics research, this thesis examines research problems inspired by two digital content platforms which have business value. Specifically, information diffusion in social media (a platform user-generated content creation and sharing) and mobile app display advertising in mobile app store (a part of mobile smart phone innovation platform) as the phenomena of interest. In the first study, I conduct an empirical analysis to examine the factors on information diffusion in social media. Social media has attracted attention as an information channel for content generated in heterogeneous Internet services. Focusing on social media platforms, I examine the factors behind information diffusion on users’ online social network. First, I investigate the effects of source influence and peer referrals on diffusion outcome. In next study, I address content dissemination with variations of influence in the case of content crossover from other services through hypertext link (URL) and content discrimination. Using 3,504,831 diffusion processes identified from real transaction data in Twitter, I conduct empirical analysis to support my arguments. I demonstrate the existence of source and peer effects on information diffusion. These effects vary when shared content is linked with an external service by a URL. Source influence and peer referral have a positive impact on cascade size in the content dissemination process. In the case of content crossover, the impact of source influence decreases. However, the impact of peer referrals increases in the process of external content dissemination. In content discrimination, content type with less processing fluency has same effect of URL. Implications for researchers and managers are discussed. As the second study, I investigate the effect of different app display advertisings in mobile application store and their interdependence. In mobile application stores, consumers are exposed to multiple advertising messages throug...
Advisors
Han, In-Gooresearcher한인구
Description
한국과학기술원 : 경영공학과,
Publisher
한국과학기술원
Issue Date
2013
Identifier
567412/325007  / 020085014
Language
eng
Description

학위논문(박사) - 한국과학기술원 : 경영공학과, 2013.8, [ vii, 91 p. ]

Keywords

분석경영; 소셜 미디어; 소셜 네트워킹 서비스; 모바일 앱스토어; 광고; 상호성; 추천; Recommendation; Interdependence; Advertising; Mobile App Store; Social Networking Service; Information diffusion; Social media; Business Analytics; 정보 확산

URI
http://hdl.handle.net/10203/197185
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=567412&flag=dissertation
Appears in Collection
MT-Theses_Ph.D.(박사논문)
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