학술세션 4 : 지식경영과 소셜미디어 ; 혁신확산 관정에서 본 소셜 미디어 마케팅의 수용: 아이스버킷 챌린지 사례를 통해 = Adoption of Social Media Marketing from the Perspective of Diffusion of Innovation: The Ice Bucket Challenge Case

다국어 초록 (Multilingual Abstract)

The Ice Bucket Challenge went viral globally on social media. The event can be regarded a novel activity in that it is enjoyable, neither appeal for sympathy nor sadness as usual in other similar campaigns, and is a unique way of diffusion (i.e., pointing out three people to follow next). Thus, we think of the Ice Bucket Challenge as an innovative case and tries to interpret its spread from the perspective of Rogers` diffusion of innovation. In this study, we analyzed 160,772 Twitter mentions from 16 Aug 2014 to 15 Sep 2014, which includes the keyword ‘Ice Bucket Challenge`. Results of the study confirmed that adopters of the event have similar characteristics of adopter categories in diffusion of innovation. Features of adopters could be applied as a reference in practical corporate marketing to improve in market segmentation strategy in different stages of diffusion.