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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 48, No. 3, pp.653-681
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2019
Received 20 Dec 2018 Revised 26 Feb 2019 Accepted 11 Mar 2019
DOI: https://doi.org/10.17287/kmr.2019.48.3.653

소셜미디어 구전량이 브랜드자산을 매개하여 기업성과에 미치는 영향: 제품과 서비스의 차이

이중원* ; 박철**
*(주저자) 고려대학교 대학원 기업경영학과 박사과정 d2ljw510@naver.com
**(교신저자) 고려대학교 융합경영학부 교수 cpark@korea.ac.kr
The Effects of eWOM volume of Social Media on Corporate Performance Mediating Brand Equity: A Difference between Product and Service
JungWon Lee* ; Cheol Park**
*Ph. D. Student, Department of Corporate Management, Korea University Sejong Campus, First Author
**Professor, College of Global Business, Korea University Sejong Campus, Corresponding Author

초록

소셜미디어는 브랜드가 잠재고객과 상호작용할 수 있는 새로운 방법을 제공함으로써, 기업들의 효과적인 마케팅 수단으로 활용되고 있다. 소셜미디어 구전은 실무적 중요성이 높아지면서 인지도, 매출액, 기업가치 등 다양한 마케팅 성과에 미치는 효과가 보고되고 있다. 하지만 소셜미디어 구전과 기업성과 간의 관계를 분석한 연구는 제한적이다. 관련 연구는 주로 주가의 변동성 등 기업의 재무적 투자측면을 설명할 뿐, 소비자 기반의 기업성과를 충분히 설명하지 못한다는 한계점이 있었다. 또한 소셜미디어가 브랜드관리에 새로운 기회와 혜택을 제공하고 있으나 브랜드 성공에 소셜미디어 구전이 어떠한 기여를 하는지 측정하는데 어려움을 겪고 있다. 이와 같은 배경 하에서 본 연구는 소셜미디어 구전량과 기업성과 간의 관계에서 브랜드 자산의 매개역할을 분석하고, 이러한 매개관계에 있어서 기업유형(제품/서비스)에 따라 영향을 강도가 어떻게 달라지는지 분석하였다. 2013년부터 2018년까지 한국 기업의 209개 데이터를 분석한 결과, 소셜미디어 구전량은 브랜드 자산을 매개하여 기업성과에 긍정적인 영향을 미쳤으며, 이러한 관계는 제품 기업에 비해 서비스 기업에서 강화되는 것으로 나타났다.

Abstract

Social media is being used as an effective marketing tool for companies by providing a new way for brands to interact with their audience. As the importance of social media increases, the effects of social media on marketing performance such as awareness, sales, and corporate value are being studied. However, the effect of social media on corporate performance has not been well researched. The research on firm performance is limited in that it only explains the financial investment side of the company such as volatility of stock price and does not fully explain the corporate performance of the consumer side. In addition, social media is providing new opportunities and benefits to brand management, but it is difficult to measure how social media marketing contributes to brand success. In this context, this study analyzes the mediating role of brand equity in the relationship between eWOM volume of social media and firm performance, and analyzes how the effect of brand equity depends on the type of corporate(product/service). The results showed that the eWOM volume of social media had a positive effect on firm performance through brand equity, and this relationship was strengthened in service firms as compared to product firms.

Keywords:

Social media, eWOM, Corporate performance, ROA, ROE, Brand equity, Service

키워드:

소셜미디어, 구전, 기업성과, ROA, ROE, 브랜드 자산, 서비스, 매개효과, 조절효과

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• 저자 이중원은 고려대학교 디지털경영학과에서 e-비즈니스 전공으로 석사학위를 취득하였으며, 현재 고려대학교 기업경영학과 박사과정에 재학 중이다. 주요 관심분야는 E-Commerce와 온라인구전, 모바일마케팅 등이며, 한국IT서비스학회와 한국상품학회에서 우수발표논문상을 수상하였다. 경영학연구, e-비즈니스연구, IT서비스학회지 등에 논문을 게재하였다.

• 저자 박철은 고려대학교 융합경영학부 교수로 재직하고 있으며, 서울대학교에서 경제학사, 동 대학원에서 경영학석사, 경영학박사 학위를 받았다. 미국 Vanderbilt University와 University of Hawaii에서 Visiting Scholar, 몽골 Mongolia International University와 중국 제남대학에서 Visiting Professor로 활동하였다. Journal of Interactive Marketing, Journal of Business Research, Industrial Marketing Management, International Marketing Review, 경영학연구, 마케팅연구, 소비자학연구 등에 논문을 게재하였다. 연구분야는 디지털환경에서의 고객행동 및 마케팅이다.