적소이론을 활용한 글로벌 SNS의 경쟁관계 연구(페이스북과 트위터를 중심으로)

This study aimed at analysing the competing relationships between Twitter and Facebook, the global major SNS(Social Network Service) which have been becoming continually competitive to gain the limited SNS consumers since they were introduced to the Korean market. Adopting employing the niche theory, this study focused on the gratification-opportunity features of the SNS caused by the consumers’ gratification sought: ‘The convenience of communications’, Social network’, ‘Search & use of information’, ‘Entertainment’ and ‘Self-gratifications’. This study analyzed the extent of each SNS usage, the similarities and competitive advantages between Twitter and Facebook on each dimensions by employing the niche theory,Looking at the results of this study were competitive analysis from Facebook ‘self-satisfaction’ and ‘entertainment’ part is more superior and significant figures derived Twitter. On the other hand, a competitive advantage in Twitter than Facebook ‘information seeking and use’ part, showed a statistically significant levels. However, given the rapid and borne communication functions (functions like retweets) through short messages on Twitter ‘communication convenience’ and ‘social relations’ is. Also, an unspecified number of emerging powers such as getting them to follow through fulfillment, political affiliation and their communication messages. Facebook compared to Twitter niche breath also got significantly higher in the results were obtained in the analysis of competitive advantage ‘self–satisfaction’ and ‘entertainment’ is. Also, this can be an alternative to Twitter and Facebook in the future due to high niche overlap too high. Therefore, the recent review of the strategy and to provide users with entertainment features ‘giftcon’ service activation, and Youtube and Blog links to associated companies such as Twitter. And is guided through a feature called Community Activate ‘party’ or ‘meeting’. At the same time continue to have interest in the non-open for communication, too, is working to enhance its function. Did not find a statistically significant competitive advantage in terms of ‘ease of communication’ and ‘community relations’ is. And can be interpreted as a complementary relationship, rather than replacement of the medium is also possible because the lower niche overlap period. Also, take advantage of the latest Facebook or Twitter and differentiation are used by companies as a tool for promotion of various events and the rapid increase in the number of community and enable Facebook users. That is, since the lower niche overlap two medium "communication convenience ‘and’ social relations forward, forming a co-existence and independent relationship, this means that it is possible to develop.