Booming industry recently Online Social Networks company's market success factors and coping strategies for change has focused attention from all walks of life. In particular, Facebook, Twitter and other social networking platform, a leading user experience companies' technological excellence and the main part of the discussion is related to excellence. However, most previous studies of the usefulness or user acceptance of sites, pattern, design excellence, such as the concept of local debate unfold around them. Therefore, the market dynamics of online social network field changes and the future evolution of corporate strategy and does not reflect the same aspects that synthetically has the limit. In this study proposes online social network's evolutionary path and changed factor from three perspectives of technology, suppliers, and users, and provides implications through examples of existing business cases.
Keywords: SNS, OSN, social network, social network evolution, social network transition
Due to the widespread distribution of the smartphone, Online Social Networks (OSNs) have become a global phenomenon(Boyd & Ellison, 2007). An OSN can be defined as a community website which connects people in relationship by sharing useful information, multimedia content, and more with friends or other users.
Recently, a number of OSNs have gained millions of users. In particular, Facebook has been growing increasingly popular among world-wide users since 2004. Other OSNs such as YouTube, Flickr, and LinkedIn facilitate the interaction for individuals and communities who share common interests and activities. According to Nielsen Online's latest research, social networking and blog sites are crucial for online activity. More than two-thirds of the global online population visit and participate in social networks and blogs(Pallis et al., 2011; Nielsen Online Report, 2009). This means that OSNs are likely to be a critical part of personal and commercial online interaction (O'reilly & Battelle, 2009). As time goes by, more sites are launched or closed. Some sites maintain existing social networks, but others fail to retain their members. Researchers suggest that these phenomena are important when studying and forecasting of growth strategies of online business.
However, most perspectives focus on particular aspects, such as the use of the pattern and acceptance model, the marketing strategy, or network economics. Although these themes inform research by drawing from theoretical propositions, most studies are not sufficient to explain and forecast the holistic and complex interactions of players in the OSN industry.
The focus of our research is to describe continuance factors of large OSNs as providing a conceptual evolution framework. In this paper, we suggest an evolution framework for analyzing the intergenerational transition of OSNs. To accomplish this, we first examine the emerging OSN trend by looking at the launching rate data then give an analysis by reviewing related studies. We will then present the evolution framework and apply it to large-scale OSNs. Lastly, we conclude with a statement on the limitation of this study and suggestions for future study.
2. Timeline of Online Social Networks
To date, meaning of Online Social Networks was defined a variety of views. OSNs are hypermedia text designed as sharing system of photos and materials, commercial.
It is identified as 'virtual community' texts, and their content is opened by proactive users who request to acquire information and communicate between users (Jahnke, 2009). Although various interpretations would be reasonable for analyzing the context of OSN business, most researchers have reached a consensus about 'Link, participation and sharing' (Boyd & Ellison, 2007; Jahnke, 2009).
Since introduced by SixDegrees.com, founded in 1997, the concept of 'OSN' has received more and more attention in business and culture. …