(The) utilization of social media for the public sector in post-communist country : based on citizen and organizational perspectives포스트 공산주의 국가 공공 부문에서 소셜 미디어의 활용 : 시민과 조직 관점을 기반으로

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Due to the high usage penetration and growth of Social Media services worldwide, many organizations are leveraging the use of services as to interact with their customers. Social media for the government enables an innovative communication channels to be used to engage citizens with characteristics of participation, openness and sharing information. There are many initiatives and studies associated with social media utilization for public sectors in developed countries, but few in developing countries and especially non-existing in post-communist countries, where democracy is in transition. In addition, it is necessary to examine two-way online communication of social media usage due to the different cultural, social-political background of users. This study is focused on the government organizations’ chasm gap of one way information communication sharing stage, improve towards to a two-way communication stage. In addition, study investigated under the two difference perspective of the two-way communication among stake holders from both citizens and organizational behavioural point of view. Moreover, the study consist of two empirical essays under the common theoretical background based on the revised UTAUT. Quantitative approaches using Structural Equation Modelling based on the UTAUT determinants. In the Essay 1, the citizens’ perspective article empirically investigated the effect of freedom of expression and organizational support on the utilization of social media as a two-way communication tool from the organizational behavioural perspective. The survey was conducted with a focus only on the citizens of Mongolia. The result show that the precondition freedom of expression factor has a significant positive affect on performance expectancy, effort expectancy and social influence. While, Effort expectancy has a direct positive affect on both of trust in agency and intention to use social media. Furthermore, trust in agency has a partial mediating effect on the relationship between effort expectancy and willingness to utilize social media. Social influence also has a significant positive effect on the willingness to use social media system. In the Essay 2, the organizational perspective article empirically investigated the effects of censorship and organizational support on the utilization of social media as a two-way communication tool from the organizational behavioural perspective of Mongolia. Survey was conducted specifically on public sector employees. The result shows that communist footprint still exist as restrictive censorship, even though it is a building democracy, and it has a negative influences on the use of social media system in the government domain, while organizational support has a partial mediating effect on the relationship between performance expectancy and intention to use social media, as well as same on effort expectancy and intention to use . Effort expectancy and social influence found to positive influence the willingness to use social media platform. The importance of the study is the theoretical and practical contribution because proposed the utilization of Social media as two-way communication enhancement models from 1) citizens and 2) organizational behavioural perspective in the public sector for post-communist countries which is an unexplored area. Finally, this research will be a guiding insight for practitioners, researchers and policymakers in the public sector organization officers who can use the result for their internal assessment and improvement strategies, and utilization of social media applications by inspecting through our proposed integrated model for both the citizen and organizational employees behavioural intention to an innovative two-way communication channel.
Advisors
Rho, Jae Jeungresearcher노재정researcher
Description
한국과학기술원 :글로벌IT기술대학원프로그램,
Publisher
한국과학기술원
Issue Date
2018
Identifier
325007
Language
eng
Description

학위논문(박사) - 한국과학기술원 : 글로벌IT기술대학원프로그램, 2018.2,[vii, 125 p. :]

Keywords

Social Media▼aIntention to Use▼aTwo-Way Communication▼aPublic Sector▼aCitizen▼aFreedom of Expression▼aTrust in Agency▼aCensorship▼aOrganizational Support▼aPost-Communist countries; 소셜 미디어▼a사용 의도▼a커뮤니케이션 채널▼a공공 부문▼a시민▼a표현의 자유▼a기관에 대한 신뢰▼a검열▼a조직적 지원▼a포스트 커뮤니스트 국가

URI
http://hdl.handle.net/10203/264460
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=734230&flag=dissertation
Appears in Collection
ITP-Theses_Ph.D.(박사논문)
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