CAJ | 학술논문

社会化媒体最有影响的是社会化网络服务和微博，二者最有代表性的应用分别是腾讯微信和新浪微博，它们非常容易混淆。本研究从社会资本的角度，划分了4种社会资本，并以此比较微信和微博的差异。研究结果显示：微信使用者的线上结合型社会资本显著高于微博使用者，两者拥有的线下结合型社会资本没有显著性差异；无论是在线上还是线下，微博用户的桥接型社会资本显著高于微信使用者。研究的理论价值体现在从社会资本的角度实证检验了微博和微信的差异，实践价值体现在揭示了微信和微博两个平台之间不同的定位和应用策略。
사회화매체최유영향적시사회화망락복무화미박，이자최유대표성적응용분별시등신미신화신랑미박，타문비상용역혼효。본연구종사회자본적각도，화분료4충사회자본，병이차비교미신화미박적차이。연구결과현시：미신사용자적선상결합형사회자본현저고우미박사용자，량자옹유적선하결합형사회자본몰유현저성차이；무론시재선상환시선하，미박용호적교접형사회자본현저고우미신사용자。연구적이론개치체현재종사회자본적각도실증검험료미박화미신적차이，실천개치체현재게시료미신화미박량개평태지간불동적정위화응용책략。
Social media, including social network service (SNS) and microblog, are derived from the Web2. 0, and have become one of the most popular network applications. Though SNS and microblog are different types, they have some similarities;therefore, it is confus-ed to compare the differences between Tencent WeChat and Sina Weibo. The study analyzes the characteristics of WeChat and Weibo, and then differentiates them by the theory of social capital. Finally, the study tests the hypotheses proposed by theoretical derivation. The re-search conclusions are: WeChat users own more online bonding social capital than Weibo users while there is no significant difference in their offline bonding social capital; Weibo users own more bridging social capital than WeChat users both in online and offline situation. The theoretical value lies in the innovation of distinguishing Weibo from WeChat through social capital, while the practice value is to pro-vide management advices on promotion in Sina Weibo and Tencent WeChat.