온라인 소셜 네트워크 서비스의 글로벌 확산에 관한 연구

• 영문명: Global Diffusion of Online Social Network Services : A Cross-Country Study
• 발행기관: 한국IT서비스학회
• 저자명: 손인수(Insoo Son) 오진희(Jinhee Oh) 이동원(Dongwon Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제11권 제1호, 305~323쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.03.31

영문 초록

This study examines online social media diffusion across different countries that will help to provide a picture of current global online social network services (SNSs). Analyzing country-level data drawn from 78 nations, we find that non-technological factors such as culture and language as well as technological factors including Internet penetration rate and smartphone adoption rate have significant effects on online social media diffusion. These findings, derived from a broad range of different countries, not only provide theoretical insights into understanding critical factors that enable successful global expansion of online social media services but also help practitioners plan their marketing strategies more effectively in a global context.

목차

Abstract

1. Introduction

2. Theoretical Background

3. Research Model and Hypotheses

4. Research Method and Analysis

5. Discussion

6. Conclusion

References

저자소개

키워드

Cross-Country Study Culture Facebook Global Diffusion Online Social Network