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2018 Vol.22, Issue 1 Preview Page

Original Article

Study on Users’ Responses to Facebook Messages from Dental Clinics

치과 페이스북 메시지에 대한 이용자 반응 연구

Bo-Ram Shin1
,
Im Hee Shin2
,
Ji-Man Park3*
신 보람1
,
신 임희2
,
박 지만3*
1Department of Clinical Oral Health Science, Graduate School ofC linical Dentistry, Ewha Womans University
2Department of Medical Statistics, Catholic University of Daegu, School of Medicine
3Department of Prosthodontics, College of Dentistry, Yonsei University
1이화여자대학교 임상치의학대학원 구강보건학과
2대구가톨릭대학교 의료통계학교실
3연세대학교 치과대학 보철학교실
*Corresponding Author. 
March 2018. pp. 18-34
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Abstract

Purpose: Although many dental clinics have actively managed social network service (SNS), there are few studies on the effects of messages produced by SNS of dental clinics. The purpose of this study was, targeting Facebook messages of dental clinics, to examine the effects of messages on users by types, and learn various variables that influence the effects of messages.

Methods: In order to measure the effects of messages produced by SNS of dental clinics, the types of Facebook messages of dental clinics were divided into interacting type, information providing type, and playing type, and users’ responses were divided into message attitude, image of dental clinics, and word-of-mouth effect. Considering that the main users of Facebook are young people aged 20-30 s, this study targeted Facebook users aged 20-30 s, performed a survey targeting 292 young people, and conducted two sample t-test, one-way ANOVA, and regression analysis by using SPSS 19.0.

Results: It could be found that, among the types of Facebook messages of dental clinics, interacting type has a positive effect in the aspect of image of dental clinics, information providing type in the aspect of message attitude, and playing type in the aspect of word-of-mouth effect. Also, it could be found that, among users’ responses, message attitude of information providing type has the greatest effect on users’ Responses. Users having experience of seeing messages and having intention of receiving dental information show more positive effects in the aspects of message attitude, image of dental clinics, and word-of-mouth effect. And it was analyzed that as the rate of SNS use increases, users’ Responses turns out to be more positive.

Conclusion: This study has a meaning in that it expanded the range of typical researches from the media characteristics of SNS to the effects of SNS messages. The information providing type, interacting type, and playing type messages have all had a positive effect on the user response. The users who have experienced the dental facebook message expressed more positive response than ones who have not. Frequent exposure of dental Facebook messages can be of interest to users.

Keywords
Social network service
Facebook
Questionnaire analysis
Message attitude
Image of dental clinics
Word-of-mouth effect

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Information
  • Publisher :The Korean Academy of Oral & Maxillofacial Implantology
  • Publisher(Ko) :대한구강악안면임플란트학회
  • Journal Title :Implantology
  • Journal Title(Ko) :대한구강악안면임플란트학회지
  • Volume : 22
  • No :1
  • Pages :18-34
  • Received Date : 2018-03-16
  • Revised Date : 2018-03-30
  • Accepted Date : 2018-03-30
  • DOI :https://doi.org/10.32542/implantology.20180003
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