에너지ㆍ친환경 기업들의 소셜미디어 브랜드 게시글 성공요인 분석

• 영문명: Brand-Post Factors Affecting the Social Media Success : Case of Energy/Eco-Friendly Company Brands in Facebook
• 발행기관: 한국IT서비스학회
• 저자명: 김은지(Eun ji Kim) 이연님(Yon nim Lee) 조재홍(Jae hong Cho) 권오병(Oh byung Kwon)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제4호, 1~17쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

Domestic and international energy and eco-friendly companies take advantage of social media for image enhancement and product promotion. However, there were no in-depth empirical analysis to verify specific effectiveness of social media use in these sectors. The purpose of this study is to reveal the key factors that are considered to use social media effectively for energy and eco-friendly companies. For this purpose, we regarded the effectiveness of social media as Post Awareness and Word of Mouth. Characteristics of social media as a medium were measured separately, media richness and media genre, as independent variables of social media effectiveness. We investigated 413 posts in Facebook brand page of energy and eco-friendly companies and conducted a content analysis. As a result, post awareness of users was greater when post has richer media such as video. For media genre, word of mouth appeared to be greater when the posts provide information.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구 모형

4. 연구 방법

5. 연구 결과

6. 결론 및 논의

References

키워드

Social Media Content Analysis Effectiveness Facebook Brand Page Green IT Media Richness Media Genre Media Character