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korean management review - Vol. 53 , No. 2
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[ Article ]
korean management review - Vol. 53, No. 2, pp. 291-319
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2024
Received 27 Nov 2023 Accepted 11 Dec 2024
DOI: https://doi.org/10.17287/kmr.2024.53.2.291

Impact of SNS Bonding Social Capital and Bridging Social Capital on Willingness to Speak out
Dong-In Shin ; Yeong-Woo Lim ; Kee-Young Kwahk
(First Author) Graduate School of Business IT, Kookmin University (ggang982@gmail.com)
(Co-Author) Graduate School of Business IT, Kookmin University (duddn7244@gmail.com)
(Corresponding Author) College of Business Administration/Graduate School of Business IT, Kookmin University (kykwahk@kookmin.ac.kr)

SNS 결속적 사회자본과 연결적 사회자본이 공개적인 의견표명의지에 미치는 영향

Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

Based on the spiral of silence theory and social capital theory, this study suggested the process of SNS users’ public opinion expression on social issues. The motivational factors of willingness to speak out were presented as SNS bonding social capital, SNS bridging social capital, and perceived opinion support. SNS bonding social capital had a positive effect on perceived opinion support, and perceived opinion support positively affected willingness to speak out. However, there is no direct effect SNS bonding social capital to willingness to speak out. SNS bridging social capital did not affect perceived opinion support but directly affected willingness to speak out. This study empirically suggests that the process of expressing opinions varies depending on the type of SNS social capital. Besides, previous studies' limitations linking the existing social capital theory and the spiral of silence theory were identified. The process of public opinion formation was explored in consideration of today's social media environment.

Keywords: SNS Bonding Social Capital, SNS Bridging Social Capital, Perceived Opinion Support, Willingness to Speak out, Spiral of Silence Theory, Social Capital Theory
Acknowledgments

This research was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2022S1A5A2A01044066).

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∙ The author Dong-In Shin received his BFA in the College of Arts from Kookmin University and received his MA, Ph.D. in the Graduate School of Business IT from Kookmin University. After receiving his Ph.D., he was a BK Postdoctoral Researcher at Industry-academic Cooperation Foundation, Kookmin University. His major research interests include social health, opinion expression, social network analysis, data analytics, social communication ecology.

∙ The author Yeong-Woo Lim is a Ph.D student at the Graduate School of Business IT, Kookmin University. He received his MS in the Department of Consumer Science, College of Human Ecology from Seoul National University. His major research interests include data analytics, data mining, machine learning, social network analysis, and knowledge management.

∙ The author Kee-Young Kwahk is a management information system professor at the College of Business Administration and the Graduate School of Business IT, Kookmin University. He graduated from the Business School of Seoul National University and received his MS and Ph.D. in management information systems from KAIST. His primary research interests include social network analysis and its applications, data analytics, user behavior in social media, social communication ecology, and knowledge management.

 
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