Yong-Min Kim’s scientific contributions

Purpose - This study analyzed the characteristics of socialnetworking sites (SNSs) using related literatures, and researchedthe models discussed in precedent studies, to investigate the effectsof SNS characteristics upon consumers’awareness, purchaseintention, and recommendation. The purpose of the studywas to investigate the use of SNSs as a marketing tool. Design, methodology, and approach - For an empirical analysis,the author distributed questionnaires online and offline, toverify the models and hypotheses. Respondents were personsaged 17 or older, who were frequent users of SNSs. The questionnairesurvey was conducted for 11 days from September 30,2013 to October 10, 2013. The author distributed 450 copiesand received 430 responses. Finally, 412 copies were used forthe analysis after excluding 18 copies having poor answers. Results - The findings about SNS users' behavior could beused as material in the future use of SNS as a marketing tool.Further, the study provided not only theories about SNS characteristics,but also variables and items that were verified duringthe empirical study. Conclusions - Further studies are needed to overcome thelimitations and to establish various kinds of SNS marketingstrategies in detail. Keywords : Effects of Characteristics, Social Network, SNS,Consumers’ awareness, Purchase Intention. JEL Classifications : L14, L39, O32.