media richness” helps explain an individual’s choice of communication channel
(“매체 풍부성”모델을 사용하여 개인의 커뮤니케이션 경로 선택을 설명 할 수 있다)
A “rich” channel is one that can(“풍부한” 경로는):
Handle multiple cues simultaneously(다수의 단서를 동시에 다룰 수 있다)
Facilitate rapid feedback(신속
What is SNS?service or program
which
enables make & form
personal relationship
in cyber-space
중략
Good effects of SNS AS MEDIA
Influence on political issues
Diversification of marketing methods
Rapid conveyance of information
bad effects of SNS AS MEDIA
False information
Public opinion formed by minority
Emotional means of communication
Definition of Social Media
General Definition of ‘Social Media’
“Social Media is a group of internet-based applications that build on the ideological and technological foundations of Web 2.0 , and that allow the creation and exchange of User Generated Content”
Andreas M. Kaplan et al. (2009)
Includes collaborative projects, blogs, content communities, social networking sites, virt
media and its goal was to correct wrongful knowledge people had about AIDS. It went as far to even send a AIDS related pamphlet to every household. In case of the posters the Swiss health authorities released, strong images to hold people's attention was posted up to deliver the messages. In addition, websites to watch AIDS campaigns or commercials, surveys in which to test oneself helped people
Action Component of Strategy
Acting responsively and responsibly
Coordinating action and communication
immediate action response supported by communication
1) 내부공중 및 외부공중에게 집행을 알린다.
2) 집행을 지지하고 수용하도록 설득한다.
Johnson & Johnson의 action components
1.Alert consumers nationwide, via the media, not to use capsules until