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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 2, pp.659-685
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2016
Received 16 Jun 2015 Revised 26 Nov 2015 Accepted 10 Jan 2016
DOI: https://doi.org/10.17287/kmr.2016.45.2.659

페이스북 브랜드 커뮤니티에서 고객 인게이지먼트의 역할

신현철* ; 변숙은**
*(주저자) 광운대학교 석사 shc880910@naver.com
**(교신저자) 광운대학교 경영학부 부교수 sebyun@kw.ac.kr
The Role of Customer Engagement in Facebook Brand Communities
Hyun-Cheol Shin* ; Sookeun Byun**
*Master Student, Graduate School of Business, Kwangwoon University, First Author
**Associate Professor, School of Business, Kwangwoon University, Corresponding Author

초록

최근 전세계적으로 소셜미디어 사용자가 급격히 증가함에 따라, 기업들도 소비자와의 커뮤니케이션 창구로 소셜미디어를 활용하려는 시도가 많이 관찰되고 있다. 페이스북에서 브랜드 팬 페이지를 개설하는 것이 그의 대표적인 예이다. 한편, 이러한 소셜미디어 브랜드 커뮤니티 운영이 어떠한 마케팅적 가치가 있는가에 대한 실증 연구는 국내외를 막론하고 많이 부족한 상황이다. 본 연구는 고객의 자발적 동기에 의해 유발되어 브랜드와 상호작용하는 활동, 즉 고객 인게이지먼트의 마케팅적 역할을 살펴보고자 브랜드 팬 페이지 이용자들을 대상으로 실증연구를 수행하였다. 구조방정식 모형 분석 결과, 브랜드 팬 페이지에서 인게이지먼트 활동을 적극 수행할수록 브랜드 애착이 높아지는 것으로 나타났다. 조절효과 검증결과, 그러한 인게이지먼트 활동이 브랜드 애착에 미치는 영향은 소비자가 평소 브랜드와의 직접적 경험이 부족했을 때 더욱 중요해지는 것으로 나타난 반면, 브랜드와 소비자의 자아 일치성이 낮은 상황에서 인게이지먼트의 역할이 더욱 커질 것이라는 가설은 유의수준 5% 이내에서 지지되지 못하였다. 또한, 브랜드 팬 페이지를 방문하는 다양한 동기들 중 특히 타인과의 관계 형성 및 기업과의 소통을 중요하게 고려할수록 인게이지먼트 수준 또한 높은 것으로 나타났다. 요컨대 본 연구는 오랜 시간에 걸친 기업과 고객의 상호작용으로 형성이 되는 브랜드 애착이 브랜드 커뮤니티에서의 고객 인게이지먼트 활동을 통해서 증가될 수 있음을 보여주었다. 기업들은 브랜드 팬 페이지 운영 시 단순 흥미 유발 컨텐츠를 통해 소비자들의 방문을 유도하기 보다는 소비자들의 질의에 적극적으로 반응을 하고 소비자들간의 의견 교환을 활성화 하는 등 개방된 의사소통에 많은 관심을 기울여야 소비자들의 인게이지먼트를 효과적으로 유발시킬 수 있으며, 이를 통해 궁극적으로 브랜드 애착 형성을 도모할 수 있을 것으로 기대된다. 본 연구는 소셜 네트워크에서의 브랜드 커뮤니티, 특히 브랜드 팬 페이지에 대한 기업의 투자 당위성을 실증적으로 입증하였다는 점과 실무적 시사점을 제공하였다는 점에서 의의가 있다.

Abstract

In response to a sharp increase in social network service users, social media have received great attention of marketers as a new communication channel for brand management. Building brand fan-pages on Facebook is a good example. Brand communities on social media enable more interactive communications among the participants compared to other community platforms. Meanwhile, there were few empirical studies that showed unique business values of brand communities on social media.

To this end, the current study examined if engaging customers in a brand community on social media is useful for increasing the relationship quality between the customers and the brand. Unlike brand attitude or satisfaction, creating brand attachment requires repetitive good experiences with the brand. Thus, it was hypothesized that customers’ volunteered and continual interactions in a brand fan-page, namely engagement, can also increase their emotional attachment toward the brand.

To test our proposed research model, an Internet survey was conducted targeting the users of brand fan-pages on Facebook. Out of 268 responses, 222 valid samples were used for our final analysis after eliminating unresponsive and unreliable responses. This study was interested in the behavioral aspect of customer engagement thus the construct was measured by the level of making posts or comments, sharing brand contents with friends, and participating in brand promotion activities on the target brand fan-page. As the engagement level was measured by its behavioral aspect, common method variance was able to be minimized when testing its relationship with emotional brand attachment.

The result of Structural Equation Modeling analysis showed that brand fan-page engagement behaviors had a significant and positive relationship with the level of band attachment(b=.586). According to the result of our multi-group analysis, such relationship was negatively moderated by the level of direct brand experiences (p=.027). It implicates that the role of engagement is more meaningful when consumers don’t have enough brand experience off-line yet. In contrast, the moderating role of self-image congruence was not supported at the five percent level.

This study also examined the types of user motivation which facilitate consumer engagement on brand fan-pages. Consumers were hypothesized to use brand fan-pages for information value, hedonic value, monetary benefits such as coupons, self-image presentation, communicate with the brand, and social connection with other fans. The result of our analysis showed that all the types of motivation, except for hedonic value, had significant effect on the engagement behavior. The most important motivation that resulted in customer engagement on fan-pages was the one for two-way communications. In short, consumers seemed to engage more actively in brand fan-pages as they had stronger motivation to share opinions about the brand with other fans and to communicate with the company. The result of this study provides useful implications for practitioners who want to manage brand communities on social media as a useful tool for increasing their brand asset. Creating hedonic contents on brand fan-pages might be able to attract consumers to visit the page in the short-term while our analysis showed that such approach is not effective for making consumers more engaged on the brand community aiming for brand attachment creation. The current study has its unique value in that it is one of the first empirical studies that showed the marketing value of brand communities on social media.

Keywords:

engagement, brand attachment, brand fan-page, social media, brand experience

키워드:

인게이지먼트, 브랜드 애착, 브랜드 팬페이지, 브랜드 경험, 소셜 미디어

Acknowledgments

이 논문은 2015년도 광운대학교 연구년 지원으로 작성되었음.

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·저자 신현철은 현재 (주)비티엘컴의 Media Planning Team에서 마케터로 근무 중이다. 광운대학교에서 경영학 석사를 취득하였다.

·저자 변숙은은 현재 광운대학교 경영대학 마케팅 분야 부교수로 재직 중이다. 성균관대학교 졸업 후 KAIST에서 경영학석사를 취득하였으며, 미국 Purdue 대학에서 소비자행동 전공으로 박사 학위를 취득하였다. LG전자 업무혁신팀과 한국 Gallup에서 근무 한 바 있으며 세계 인명사전인 Marquis Who’s Who in the World 2015년판에 등재 되었다. 주요연구분야는 정보기술 제품의 소비자 이용행동이다.