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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 50, No. 2, pp.283-312
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2021
Received 26 Aug 2020 Revised 09 Oct 2020 Accepted 21 Oct 2020
DOI: https://doi.org/10.17287/kmr.2021.50.2.283

소셜미디어 콘텐츠 특성이 고객인게이지먼트를 매개하여 브랜드 자산에 미치는 영향: 한국과 미국의 비교

Jungwon Lee ; Cheol Park
(First Author) Korea University d2ljw510@naver.com
(Corresponding Author) Korea University cpark@korea.ac.kr
The Influence of Social Media Content Characteristics on Brand Equity by Mediating Customer Engagement: Comparison between Korea and the US


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Recently, main marketing channels of brands are moving from traditional media to social media. Social media platforms are regarded as an effective tool for developing brand equity, and companies are expanding the use of social media content to induce customer engagement. However, there are not enough studies to verify the complete path of how a company's social media strategy affects brand equity through customer engagement, and it is limited in terms of differences in the effectiveness of social media content strategies according to culture. This study analyzed whether the characteristics of social media content mediate customer engagement and have a positive influence on brand equity. In addition, the moderating effect was analyzed to see if there were any differences in the effects of these pathways according to the cultural characteristics of the United States and Korea. Facebook data of US and Korean companies from 2013 to 2018 and brand equity data of Interbrand were collected, and a total of 405 company-year data were analyzed by the PLS-SEM method. As results, it was found that customer engagement mediates the relationship between social media content characteristics and brand equity. In addition, it was found that these paths differ according to culture.

Keywords:

Social media content characteristics, customer engagement, brand equity, international comparison

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∙The author Jungwon Lee is a Ph.D. Candidate of Corporate Management at Korea University and an Instructor at Hankuk University of Foreign Studies and Dankook University. He received his B.B.A in International Business from Chungbuk National University and M.S in e-business from Korea University. His research interests include digital marketing, social media, and he has published papers in Korean Management Review, Korean Marketing Review, Journal of IT Service, and Information Systems Research.

∙The author Cheol Park is a Professor of Marketing, College of Global Business at Korea University. He received his B.A. in Economics, M.B.A. and Ph.D. in Business Administration from Seoul National University. He had worked for Samsung General Trading Company before joining academic area. He has been a visiting scholar at Vanderbilt University, University of Hawaii, Mongolia International University, and University of Jinan in China. His research interests include digital marketing and cross-cultural studies. He has published papers in influential journals such as International Journal of Information Management, Journal of Interactive Marketing, International Marketing Review, and Journal of Business Research, etc..