A Cross-Cultural Analysis of the Effect of Social Media Use on Psychological Well-Being : The Role of Motivation, Social Support, and Self-Esteem

Hye-ryeon Lee,Hye Eun Lee,Jounghwa Choi 한국소통학회 2017 한국소통학보 Vol.16 No.2

소셜미디어는 사회적 상호작용의 중요한 부분이 되고 있다. 소셜미디어가 심리적 안녕감에 미치는 영향을 이해하기 위해서는 소셜미디어를 이용하는 개인의 동기를 살펴보는 것이 중요하다. 개인들이 소셜미디어 이용에서 무엇을 추구하는지에 따라 이들의 소셜미디어 이용 정도 뿐만 아니라 그에 따른 심리적 결과 또한 달라질 수 있기 때문이다. 이에 본 연구는 미국(N= 564)과 한국(N= 565)의 대학생을 대상으로 한 설문조사를 통해 소셜미디어 이용동기와 심리적 안녕감 간의 관계를 탐색했다. 더불어 이러한 관계에서 문화적 차이가 나타나는지를 한국과 미국의 데이터를 비교하여 고찰했다. 연구결과, 소셜미디어 이용동기가 소셜미디어 이용(즉, 소셜미디어 사이트 이용 개수)에 미치는 영향은 동기의 종류에 따라 다르게 나타났다. 또한 소셜미디어는 두 가지 매개변인 - 사회적 지지와 자아 존중감 - 을 통해 심리적 안녕감에 영향을 미치는 것으로 나타났다. 이러한 관계의 양태는 미국과 한국에서 차이를 보여, 문화가 이 관계에서 중요한 영향력을 행사함을 제시한다. 이러한 결과가 제시하는 함의 또한 논의되고 있다. Social media has become an important part of social interaction. To understand how social media influences psychological well-being, it is important to examine the motivations behind how people use social media. What individuals seek to gain from social media may influence not only the nature and extent of their use of social media but also the type of psychological outcomes they obtain from it. The present study used survey data from the U.S. (N=564) and Korea (N=565) to investigate cross-cultural differences in the relationship between psychological well-being and six different motivations and outcomes of social media use. The study further investigated cross-cultural differences in the relationship between psychological well-being and social media use by comparing American and Korean college students. The results showed that different motivations exerted varying levels of influence on the number of social media sites used. Moreover, the number of social media sites used was shown to influence psychological well-being through two different outcomes: perceived social support and self-esteem. The pattern of the relationship also differed for the U.S. and Korea, thus demonstrating that culture exerts an influence on the observed relationship. The implications of these findings are discussed.

Effect of Social Media on Organizational Innovations through LeaderMember Exchange: An Organizational Communication Perspective

알람기르,신진교,최재혁 한국산업경영학회 2022 경영연구 Vol.37 No.4

Social media is playing a significant role in organizational communication, and LMX is contributing to strong relationships with leaders and members who contribute to organizational innovation. This research paper aims to research whether social media is weakening LMX for organizational innovation. This paper analyses 217 sample data gathered through convenient and snowballed sampling, and SPSS & AMOS have been used for structural equation modeling to test the hypotheses. The hypothesis test has proved that social media do not significantly affect organizational innovation and whether LMX has a partial mediating effect between social media and organizational innovations. This study contributes to the social exchange literature and empirical test of the structural model where social media communication directly affects organization innovation, and LMX has full mediation. Therefore, LMX is not very much strong in developing countries like Bangladesh, and social media is to weakening it. In other words, social media seem important for innovation, but LMX still has high value for organizational innovation and management. So in the era of digital technology, social media supports horizontal communication, and leader-member exchange for vertical communication is necessary for organizational innovation. This research has observed some limitations in the analysis of constructs. Here observed variables are limited only to social media, LMX, and organizational innovations. In that case is a scope to find out social media’s impact on organizational innovation through multiple samples like responses from leaders and members, considering other variables like Top management support and IT support as mediators. In addition, this model can be tested in developing countries with organizational recognition using social media. Lastly, this paper adds value to communication theory focusing on the importance of LMX and social media for organizational innovations in this technological era.

HOW SOCIAL MEDIA INFLUENCE ON CONSUMERS’ LUXURY VALUE PERCEPTION

Bruno Godey,Jungsun Cho 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Luxury industry, in addition to feelings, started to provide reasons for consumers to justify their consumption. Also, it helps them to avoid social risks by offering inconspicuous luxury products. For example, ‘Mandarin Oriental Barcelona’ suggests luxury holiday package for people running Barcelona marathon, London cocktail bar ‘Bart’ serves cocktails designed to 'facilitate focus and encourage relaxation', ‘Tiffany’ has dropped the spelled-out brand name from its fashion jewelry line in favor of simple “T”. (Trend watching 2017) Then, what changed consumers' interest? Interestingly, the current expectations of luxury consumers have a lot in common with the features of interdependent self-construal. The we effect of social media can explain this trend. Literature review and Conceptual framework Social Media usage and Interdependent Self-Construal Although earlier research in cultural psychology conceptualized self-construal as culturally determined (Markus and Kitayama 1991), more recent research suggests that independent and interdependent self-construal can also be made temporarily accessible. The most frequently adopted priming procedure to induce self-construal is the procedure by stories about we or I. (Gardner, Gabriel, and Lee 1999; Mandel 2003; Krishna, Zhou, and Zhang 2008; Hong and Chang 2015). We suggest that Social media usage can induce interdependent self-construal because social media users read stories and watch videos of others. Prior findings indicated that participants in interdependent self-construal condition have an equivalent number of thoughts about themselves and others. (Lee, Aaker, and Gardner 2000). Social Media, Interdependent Self-construal, and Consumers’ Luxury Value Perception Consumers’ perceptions of luxury value appear to be determined mainly by Functional, Individual, and Social aspects (Wiedmann, Hennigs, and Siebels 2009). Recent luxury marketing researchers compare conspicuous consumption and inconspicuous consumption, two types of social aspect consumption (Han, Nunes, and Dreze 2010; Eckhardt, Belk, and Wilson 2015). They are interested in Functional luxury value, added to Individual luxury value because small utilitarian additions to a hedonic luxury are often valued more than their stand-alone value (Keinan, Kivetz, & Netzer 2016). These two trends seem to have nothing in common. But when the concept of self-construal is adopted, they have something in common. Namely, interdependent selves, which focuses on others, are the one who cares about both inconspicuousness and utilitarian aspects. We suggest that because of the features of interdependent self-construal, consumers more using social media tend to have a different priority regarding luxury value perception than consumers less exposed to social media. We explore the mediating role of relational interdependent self-construal in this model (Triandis 1989; Cross, Bacon, and Morris 2000). Also, luxury brand company’s social media marketing efforts (Kim and Ko 2012; Godey et al. 2016) have different features. We expected that each social media marketing activity has a different impact on luxury value perception. Interdependent Self-Construal, Reason, Functional luxury value We propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to rely on both reason and feeling, which in turn set an equivalent value on Functional luxury value (cognitively superior) and Individual luxury value (affectively superior) (Hong and Chang 2015). Interdependent Self-Construal, Social Risk, Inconspicuousness The authors propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to avoid social risk than participants who are not exposed to social media (no priming group). Study 1: The effect of social media on the balance between self and others. A total of 709 respondents (389 females) participated in this study via Amazon Mechanical Turk (MTurk) They were randomly assigned to one of the two conditions (with social media manipulation vs. No manipulation) The impact of ‘one-time social media use’ Following the previous study (Hong and Chung 2015), we conducted a 2 (social media manipulation: No vs. Yes) x 2 (thought type: self vs other) mixed ANOVA with social media manipulation as a between-subject factor and thought type as a repeated measure. The main effect of thought type is significant (F(1,707) =293.54, p<.000). However, the interaction between social media manipulation and thought type was not significant. (F (1,707) = 0.128, p<.721). So, the result shows that one-time social media use doesn’t manipulate interdependent self-construal. The impacts of ‘chronic social media use’. To check whether chronic social media use can manipulate interdependent self-construal, we conducted a 2 (time spent on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =293.81, p<.000). The interaction between time spent on social media and thought type was significant. (F (1,703) = 6.65, p<.000). Also, we conducted a 2 (communication on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =300.76, p<.000). The interaction between communication and thought type was significant. (F (1,704) = 5.764, p<.000). So, the result shows that chronic social media use manipulates interdependent self-construal. Also, we computed three types of groups, the others-dominant, the balanced, and the self-dominant by modifying past research (Kitayama et al. 2009; Wu, Cutright, and Fitzsimos 2011, Hong and Chang2015). A chi-square test revealed that participants who spent more time and had more communication on social media had more balanced thought type (32.6%, 31.0%) than participants who spent less time and had less communication on social media (24.8%, 24.0%) Study 2: The effect of using social media on luxury value perceptions (SEM) A total of 255 respondents (85 females) participated in this study through Amazon Mechanical Turk (MTurk). The participants were between 18 and 65 years old and lived in the U.S., and the modal age group was 25-34 (43.9 %), followed by 35-44 (25.5%). We conducted exploratory factor analysis (EFA) using maximum likelihood estimation with Promax rotation. The goodness of fit statistics is: ??=707.14, df =377, P<0.0005, ??/df =1.876, CFI=0.95, and RMSEA =0.059. The final CFA model fits well with the data (Hu and Bentler, 1999; Hair et al., 2010). After confirming the measurement model, SEM with maximum likelihood extraction was estimated to test Hypothesis. The goodness of fit criteria of the model meets the proposed thresholds in previous studies: ??=677.97, df =374, P<0.0005, ??/df =1.813, CFI=0.95, and RMSEA =0.057 (Hu and Bentler, 1999; Hair et al., 2010). The SEM model showed each social media activity has a different effect on each luxury value. Interaction positively impacts the functional luxury value (β=0.38, p<.000) but negatively impacts the individual (β= - 0.27, p<.000) and social luxury value (β= - 0.34, p<.000). Entertainment/WOM has a positive effect on individual luxury value (β=0.39, p<.000) and on social luxury value (β=0.32, p<.000). Customization positively impacts the social luxury value (β=0.26, p<.000). We could also find Entertainment/WOM and Customization did not influence the functional luxury value. Only Entertainment/WOM positively impacts relational interdependent self-construal (β=0.32, p<.000) Relational interdependent self-construal positively impacts on individual value (β=0.24, p<.000) and social value (β=0.27, p<.000). We conducted a mediation analysis. Among social media activities, only Entertainment/WOM had a significant positive effect on Relational Interdependent Self-Construal. Study 3: the effect of social media on self-construal and choice between functional value and individual value superior options 454 Responses (304 females) collected via Mturk to stimulate the environment of social media. Respondents are primed on interdependence by social media usage while control group respondents are not primed. The authors checked the validity of the self-construal manipulation effect of social media. Respondents were given a choice task, designed by adopting previous method (Hong and Chang 2015). They were told to imagine that they were going to buy a hand bag. Handbag X is superior on functional (cognitive) dimensions whereas handbag Y is superior on all individual (affective) dimensions. Participants are asked to indicate their choice between two Handbags Choice. A chi-square test revealed that the effect of social media manipulation is not significant on the handbag choice (?2(l) 0.371, p<.309). However, the effect of interdependent self-construal on the participant's’ handbag choice was significant (?2(l) 5.85, p<0.01). As predicted, participants with a higher Interdependent self-construal primed by social media have a smaller preference gap between Functional luxury value and Individual luxury value (F:73.2%-I:26.8%=46.4%), than participants with lower Interdependent self-construal participants (F:82.7%-I:17.3%=65.4%) Study3 supports the results of previous two studies. As individuals communicate more and spend more time on social media, they are more likely to prefer equally for Functional luxury value and Individual luxury. Study 4: the effect of social media on self-construal and choice between conspicuous and inconspicuous options. After the self-construal manipulation with social media, respondents were given a choice task. The choice was designed by adopting previous method (Han, Nunes, and Dreze 2010). Respondents were told to imagine that they were going to buy a handbag. One option has an inconspicuous design whereas the other option is conspicuous design. Participants are asked to indicate their choice between two handbags. Social media manipulation and Handbags Choice. All three chi-square tests revealed a significant or marginal effect of social media manipulation on participants handbag choice with the same pattern. ( ?2(1) = 6.328, p > .032; ?2(1) = 3.086, p > .079; ?2(1) = 1.933, p > .098) As predicted, participants in social media manipulation group prefer the inconspicuous option to the conspicuous option (59.3%>40.7%; 58.9%>41.1%; 60.4%>39.6%) than participants in control group (47.3%, 52.7%; 50.5%, 49.5%, 53.8%, 46.2%). Interdependent-self construal and Handbags Choice. All three chi-square tests revealed a significant effect of interdependent self-construal on participants handbag choice with the same pattern. ( ?2(1) = 4.2, p > .047; ?2(1) = 4.79, p > .029; ?2(1) = 6.11, p > .013) As predicted, participants with higher Interdependent self-construal primed by social media have a equivalent preference about the inconspicuous option and conspicuous option (50%, 50%; 50.8%, 49.2%; 52.4%, 47.6%) than participants with lower Interdependent self-construal(59.6%, 40.4%; 61.1%, 38.9%, 63.9%, 36.1%). Study4 shows that one-time social media exposure can reduce conspicuous consumption. However, as individuals communicate more and spend more time on social media, they become more likely to prefer equally for conspicuous option and inconspicuous option. Contribution In luxury brand marketing, this study sheds light on the balance between two motivations, luxury for self and luxury for others (Kapferer, Jean-No?l, and Vincent 2009) using the concept of self-construal. This research also contributes to the literature on consumers’ luxury value perception (Hennigs et al. 2012; Wiedmann et al. 2009). In general marketing subjects, it adds to the increasing literature on consumer risk and choices between affective and cognitive options. For the luxury brand industry, this study can give marketers a practical idea about choosing social media marketing activities and designing new products. For example, if luxury brand companies promote customers posting opinions on websites, they should know that their activities might advertently affect their sales because interaction negatively influences on individual and social luxury value.

제품 관련 포스팅을 하는 SNS 사용자는 누구인가?: 20대 소비자를 중심으로

김나민(Namin Kim) 대한경영학회 2020 大韓經營學會誌 Vol.33 No.11

Social Media and Luxury Brand Management: The Case of Burberry

( Mi Chel Phan ),( Ricarda Thomas ),( Klaus Heine ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.4

Social networks, and social media as the tools, are everywhere in the marketer`s world today. Their growing importance was quickly acknowledged and they were casted one of the top research priorities by the trustees of the Marketing Science Institute (MSI) in 2006. Brands, and in particular luxury brands with their high brand equity, ought to have a clear understanding of what social media could do for them, and develop a clear strategy of how they could enhance customers` experience and perceptions of their brands. Social media are highly related with the concept of Web 2.0, which go back to O`Reilly (2005) who realized that the companies that had survived the dot-com bubble in 2001 seemed to have something in common. These shared principles and practices are the modern second era of the web that can be described as Web 2.0. Beyond the social classification of content by tagging (folksonomy), Web 2.0 pages allow and encourage the creation of user-generated content. This includes creating and sharing texts, pictures or videos and commenting and editing on existing content. Besides these practices, the Web 2.0 principles require webpage creators to trust and to involve their users, but enable them to harness network effects and collective intelligence to create applications that actually get better the more people use them. The collection of these interactive, user-controlled applications can be described as social media. Besides blogs and forums, content communities facilitate storage and sharing of media content between users. They empower users to upload a wide range of different media types, such as photos (e.g., Flickr), videos (e.g., YouTube), PowerPoint presentations (e.g., Slideshare), podcasts (e.g., PodOmatic) and text (e.g., BookCrossing). Social network sites (e.g. LinkedIn) enable users to connect and stay in touch with other people. Brands can exploit the potential of social media by establishing an online brand community, which is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. A brand community is created by setting up a profile on a social network site or by developing an own brand community website. The most important social media pages that are used by many luxury brands include Facebook, Twitter, and You Tube. These platforms encourage communication between brands and consumers, but also among the consumers themselves as they can view and comment each other`s messages. This study examines how Burberry succeeded an amazing turnaround from a brand for "chavs" and English hooligans to a major trendsetter in social media marketing. Burberry was the first luxury fashion brand to invest wholeheartedly in social media. Burberry`s Facebook page now has more than 7 millions fans and its Twitter`s account recorded more than 400,000 followers, way ahead of Louis Vuitton, Gucci and other fashion brands. Burberry was also the first to broadcast live and in 3D its fashion show from London to five international cities simultaneously in 2010. In April 2011, Burberry staged a catwalk show in Beijing where live models are mixed with holograms, creating a new and unique experience for its audience. All the videos were immediately posted on YouTube for fans that had missed the shows. This social media strategy helped Burberry to rejuvenate the brand and reposition it as a more fashionable and aspirational one than ever. With this repositioning Burberry can attract younger consumers. However, to preserve its core customer base the company continues to invest in mainstream marketing activities such as print media advertising and public relations. The company recorded a whopping 34% increase in total revenue in the second quarter of 2011 alone, confirming its strong financial health of 39.8% increase in profits (before tax) of the previous financial year, ending at 31st March 2011. The company`s steep rise in recent years gives reason enough to dedicate this paper to analyzing its major strategies and success factors. One of Burberry`s key success factors was undeniably its decision to be the first luxury brand to invest in digital communications, and social media in particular, to reposition its brand as a ``cool and trendy``, and increase its appeal to younger and web-savvier consumers. Young consumers are the future of all fashion brands and Burberry knows "how" to speak to them directly through social media. Social media platforms such as Facebook or Twitter are the best means to reach young consumers that are increasingly difficult to address via TV advertising. Burberry is the best-ranked luxury brand in the Top Social Network ranking by Famecount in 2011. In the overall brand category, it spotted the 22nd position behind brands such as Coca-Cola, Starbucks and H&M, but the best among luxury brands, ahead of BMW and Chanel (Famecount, 2011). Moreover, Burberry was ranked the most popular FTSE100 Company on Facebook and Twitter, according to a report by social media agency Three-D in 2011 (Retail Week, 2011). Social media seem to play a key role in Burberry`s success. However, how did it actually manage to exploit their potential? Is the high number of fans on social media a good indicator of success? Companies are beginning to understand that the brand transition to social media ultimately involves a re-casting of the customer relationship. In social media, the customer is an ally, not an "audience." The audience model is a carryover from obsolescent marketing thinking, as if the brand was an "act" in front of a crowd. A brand that considers customers an "audience" often finds itself resorting to theatrics to make an impression. These can work, for a time, but at the cost of a stagnating brand on a shrinking stage. As allies, customers can add value to the brand, many times over. It will be interesting to see how Burberry handles the "customer audience vs. customer ally" question in the future. The objective of the paper is to highlight how Burberry managed to re-build its luxury image over the last ten years while being closer to its customers than ever and accessible to the mass through its social media marketing. The paper successively presents the heritage of this iconic English fashion brand, its strategy to overcome a major drop in its brand desirability in the late 1990`s with the arrival of Rose Marie Bravo as the Chief Executive Officer. It will then analyze the revitalization strategy of the brand with the arrival of its Creative Director Christopher Bailey in 2001. Burberry`s social media strategy, initiated by the current CEO Angela Ahrendts, and its performance will also be evaluated using the findings of two recent independent studies. Burberry`s social media performance can definitely be improved and it will be with time, as social media will help it to run the business differently. Finally a discussion about the importance of social media for luxury brand management is presented. The conclusion highlights the fast-growing importance of the Chinese market where Burberry is deploying the most advanced brand experience to its consumers. The lessons learned from this study will certainly help luxury brand marketers to engage in social media if they were still hesitant, or improve their social media strategy if they have started, but not sure of how and where to go next.

The cultural value effects on social media eWOM in the hospitality industry - A cross cultural study of comparison among China, Korea, and the USA

Kang, Sun-Goo,Oh, Chang-Ho 대한경영정보학회 2015 경영과 정보연구 Vol.34 No.1

Social Media 상의 Electronic word-of-mouth(eWOM)는 다양한 사업 경영에 있어서 핵심적인 마케팅 도구로 인식되고 있다. 환대산업에서는 이 Social Media eWOM를 이해하는 것은 잠재적 고객들에게 국제적으로 쉽고 빠르게 다가가는 핵심요인이라 볼 수 있다. 그러나 환대산업분야에서의 Social Media eWOM의 효율성을 국제적 관점에서 평가하는 실증 연구는 아주 부족한 실정이다. 환대산업시장의 경쟁적인 특성을 고려하면, 마케팅 종사자들은 Social Media eWOM의 효율성의 평가는 물론, 외국인 고객을 촉진하고 수익성을 증대하기 위한 문화적 요소에 의한 효과의 평가하여야 한다. 본 연구의 핵심 목적은 환대산업에서 Social Media eWOM가 문화적 가치에 영향력을 검증하는 것이다. 본 연구는 중국, 한국, 미국의 세 나라를 비교 하여 나라마다 Social Media eWOM에 관여하는 정도의 차이의 존재를 실증하였다. 본 연구는 환대산업 마케터에게 국제적 Social Media 마케팅 전략에 중요한 의미를 제공할 것이라 기대된다. Electronic word-of-mouth (eWOM) in social media has been recognized as one of the most influential marketing tools across various businesses. Understanding eWOM in social media is critical to reach potential global consumers easily and quickly in the hospitality industry. However, few empirical studies in hospitality attempted to evaluate the effectiveness of eWOM in social media from a global perspective. Given the competitive climate of the hospitality market, it is meaningful for hospitality marketers toevaluate the effectiveness of eWOM in social media and the influence of cultural factors to promote customers and increase profitability globally. The main purpose of this study was to examine the influence of cultural values on social media eWOM in the hospitality industry in China, Korea, and the USA. The result of this study indicates Chinese and American people engage more than Korean people when they try to purchase hospitality product and service This study particularly provided a cross-cultural study of comparison among these countries and the findings of this study are expected to provide important practical assistance for global marketing strategies in social media.

청소년문화 활성화를 위한 소셜 미디어 활용 연구

배상률,고은혜 한국청소년정책연구원 2015 한국청소년정책연구원 연구보고서 Vol.- No.-

본 연구는 청소년 문화라는 키워드에 함축된 교육, 여가, 참여 등 청소년들의 전반적인 삶의 실태와 이들이 가지는 문제의식과 가치를 살펴보고, 청소년들을 위한 소셜미디어의 활용범위와 가능성을 탐구하는데 일차적인 목적을 두고 있다. 이를 통해, 청소년의 건전한 문화형성을 위한 효과적인 수단(tool)이자 소통의 장(field)으로 기여할 수 있는 무한한 잠재력을 갖고 있는 소셜미디어의 활용을 위해 우리 사회와 정부가 마련해야 할 정책방안을 제시하는 것이 본 연구가 가지는 궁극적인 목적이다. 전국 17개 시·도 2,500여명의 청소년들을 대상으로 소셜미디어 이용실태 및 청소년문화환경을 살피기 위한 설문조사를 실시하였다. 또한, 청소년문화와 소셜미디어라는 두 가지 핵심 키워드와 관련된 실체와 현상이 청소년 당사자에게 어떻게 해석되고 경험되는지에 관한 심층적 연구를 위하여 소셜미디어상에서 토론이라는 형식을 빌려 질적 조사를 수행하였다. 소셜미디어 활용을 위한 벤치마킹을 목적으로 국내외 사례조사도 실시하였다. 본 연구결과에 따르면, 다수의 청소년들은 소셜미디어를 통해 다양한 기능적·심리적 혜택을 얻고 있었다. 청소년들은 소셜미디어가 가치중립적인 도구이며 이를 어떻게 사용하느냐에 따라 긍정적 또는 부정적 효과를 수반하는 매체라고 인식하고 있었다. 청소년들은 ‘자기표현,’ ‘정보획득,’ ‘소통’을 소셜미디어의 3대 기능으로 꼽았다. 다수의 청소년들은 소셜미디어를 통해 학업 및 그 외의 유익한 정보를 얻을 수 있으며, 사회적 이슈를 파악하고 여론을 형성할 수 있다고 응답하였다. 또한, 개개인의 개성 및 차이를 확인하고 타인과 공감대를 형성할 뿐 아니라 즐거움을 얻고, 스트레스를 해소할 수 있다고 답했다. 유해콘텐츠가 소셜미디어를 통해 급속히 확산되고 있는 상황에서, 청소년들은 선별적 규제를 위한 엄격한 기준 마련과 함께 집단지성이란 소셜미디어의 대표적 장점이 사회에 제대로 발현될 수 있도록 디지털 리터러시 역량을 키우는 것이 필요하다. 이를 위해, 본 보고서는 청소년의 디지털 리터러시 함양을 위한 학교단위의 미디어교육의 제도화 및 건전한 소셜미디어 사용을 위한 인터넷드림마을과 같은 캠프의 증설 및 운영의 확대를 제언하였다. 또한 부모 교육 확대 및 정부 차원의 홍보노력도 개선될 필요가 있다. The main purpose of this study is twofold: One is to explore the life conditions Korean youth face specifically in terms of education, leisure, social participation etc. and the values and attitudes Korean youth generally exhibit. The second is to delve into the possibility of and the range of the utilization of social media for the vitalization of youth culture. The ultimate goal of this study, therefore, is to suggest policy directions our society and the Korean government should provide, by utilizing social media to serve as a useful tool in developing youth culture, as well as the field of communication for Korean youth. The author surveyed approximately 2,500 middle school and high school students nationwide on youth culture and their social media use. In addition, the author organized the qualitative study with its basis in two keywords, social media and youth culture, analyzing the discourses found within youth discussion forums on Facebook. In addition, domestic and foreign case studies were conducted in order for the Korean government and society to benchmark in the future. According to the results of this study, most Korean youths obtain a number of psychological, as well as functional benefits, from utilizing social media. They recognize social media as value neutral; therefore, social media could offer positive or negative effects depending on how it is used. Based on this study, Korean youths list “self-expression,” “information gathering,” and “communication” as the three major functions of social media. Many of the surveyed youths answered that they could gather useful information, grasp social issues and agenda, and construct public opinions through social media. In addition, they fully recognized that social media could serve as an important tool for youths to help release stress, share their interests with friends, and identify people’s individualities. Through social media, harmful content has been easily delivered and dispersed to people including youths. In this situation, the author proposes that our society should provide rigid rules and put in a great deal of social efforts to screen out such immoral and harmful contents. In the meantime, we should also help youths build their digital literary, which would be able to maximize the benefits of social media in terms of the collective intelligence and social capital. To successfully achieve the abovementioned goals, the author suggests the following: First, school-based media education should be systemically established; Second, several government-operated camps such as the Internet Dream Village, which helps youths suffering from smartphone and Internet addiction, should be established nationwide; Lastly, parent education programs and government-operated PR should be provided.

청소년의 소셜미디어 이용실태 연구

이창호,성윤숙,정낙원,장상아,박선영,이재연 한국청소년정책연구원 2012 한국청소년정책연구원 연구보고서 Vol.- No.-

소셜미디어의 확산으로 소셜미디어의 영향력을 다룬 여러 연구들이 쏟아지고 있지만 아직까지 정보화세대인 청소년들의 소셜미디어 이용실태를 다룬 대규모 연구는 부족한 실정이다. 이에 본 연구는 전국적 규모의 조사와 심층면접을 통하여 고등학생과 대학생들의 소셜미디어 이용실태를 분석하고자 했다. 선행연구를 바탕으로 이 연구는 청소년들의 소셜미디어 이용동기, 이용시간 등 소셜미디어 이용행태 뿐 아니라 사회자본, 정치참여, 사이버불링 등 소셜미디어가 청소년에게 미치는 긍정적, 부정적 영향을 포괄적으로 살펴보고자 했다. 또한 소셜미디어이용정도나 이용동기에 따라 정치참여나 사회자본의 정도가 어떻게 나타나는지도 경험적으로 입증하고자 했다. 연구결과, 청소년들은 카카오톡과 페이스북을 즐겨 이용하는 것으로 나타났다. 주된 소셜미디어 이용동기는 정보/교류나 즐거움/추억공유 등 관계지향성에 있었다. 소셜미디어를 통해 일어난 긍정적 변화로는 정보획득, 스트레스해소, 친한 친구와의 유대강화, 교량적/결속적 사회자본 증진, 사회참여 및 정치참여 활성화 등이다. 즉 정보/교류 목적으로 소셜미디어를 이용할수록 교량적/결속적 사회자본은 강화되었다. 또한 정치, 사회적인 정보를 소셜미디어에 의존하는 정도가 높을수록 소셜미디어를 통한 참여정도가 매우 높은 것으로 나타났다. 반면, 소셜미디어를 통한 개인정보유출이나 사이버불링은 심각한 것으로 드러나 이에 대한 대책마련이 절실했다. 특히 응답자의 45.5%가 소셜미디어를 통해 개인정보가 유출된 적이 있다고 답해 개인정보유출로 인한 피해가 큰 것으로 나타났다. 소셜미디어의 역기능에 대한 대책으로는 소셜미디어리터러시 증진, 소셜미디어이용가이드라인마련, 소셜미디어 서비스업체의 청소년보호를 위한 정책 및 약관 마련, 미디어교육의 법제화 등이 제시되었다. There have been many studies on the influence of social media according to their diffusion, but there were few studies which dealt with the use of social media by young people called information generation. Therefore, this study aimed to analyze the social media use of high school students and college students through nationwide survey and in-depth interview. Based on previous studies, this paper investigated not only time spent on social media and its motive but also social capital, political participation, cyberbullying. In addition, it tried to prove how much political participation or social capital was influenced by the extent of social media use or motive. According to the result, young people used Kakaotalk and Facebook a lot. The motives for social media use were information/communication and pleasure seeking/memory sharing. The positive results caused by social media use were obtaining information, getting rid of stress, tightening ties with friends, reinforcing bridging/bonding social capital, and promoting social, political participation. That is, students whose main motive is information/communication have higher social capital. Furthermore, students who depend on social media for social, political issues are more likely to participate through social media. On the contrary, the disclosure of personal information and cyberbullying were serious, which called for policy suggestions to overcome them. Especially, 45.5% of respondents said that their personal information was disclosed. This result shows that damage caused by the disclosure of information in social media can be serious. Policy suggestions against the dysfunctions of social media are promoting social media literacy, preparing for guideline of social media use, urging service providers to make youth protection conventions, and legalization of media education.

EXPLORING SOCIAL MEDIA SEVICES OF GLOBAL FASHION BRANDS: DOES CUSTOMER SOCIAL PARTICIPATION HAVE AN IMPACT ON CUSTOMER EQUITY?

Heeju Chae,Eunju Ko,Jinghe Han 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Social media, Web 2.0 based social activity and powerful marketing tool, brought about a new paradigm for the 21st century culture and society. In line with the trend, the fashion industry is vigorously undertaking marketing activities on social media, seeking to build and maintain relationships with their customers through the Internet and mobile devices. The one-way provision of information by firms to customers has evolved to a symmetrical form of customers, whereby the customers also supply information to the firms share information with other customers. Through social media services, customers not only share their thoughts and experiences but also exchange tangible products and publicize the products, thereby directly participating in production and marketing activities of brands. Such participation of consumers offers inspirations for differentiated service on the part of the brands, for which proactive and long-term participatory activities of customers are required. Customer participation is of primary importance in current service marketing industry. Until now, related literature on customer participation has mostly centered on offline service situations. However, the advent of social media has simplified the process of participation for customers, and invoking voluntary customer participation has become the greatest challenge facing service industries, and, at the same time, the path to success. Those of us who live in the age of information technology are offered the opportunity to engage in two-way communication with other customers, the brand, and the media. Thus, customer participation is just as, if not, more important in an online environment. More and more customers are becoming directly involved in brand activities, which affect the brands as well as the customers themselves. Nonetheless, extant customer participation research focuses on developing constructs that are largely based on offline situations. Although such constructs correspond in part to the online setting, they fall short of meeting the unique characteristics of customer participation in social media. Therefore, in order to establish constructs for customer participation in social media, revision and supplementation of the offline-based constructs were found to be necessary. Based on interaction theory, this study explored the notion of customer participation in fashion brands’ social networking site (SNS) service by categorizing it into three types: customer-customer, customer-brand, and customer-media participation. In addition, it examined the external factors that influence customer social participation and how active social participation of customers in SNS affects trust and customer equity. The association between measurement variables according to the brand type was also closely examined. This study underwent two pre-tests to revise and supplement the survey items on customer social participation. A preliminary investigation was conducted on 516 respondents, and a total of 582 respondents participated in the main investigation. The respondents who were invited to participate lived in Korea, were in their 20s or 30s, and had previous experience in using fashion brands’ SNS service, SPSS 18.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and t-test. Based on the results, AMOS 18.0 was used to undergo confirmatory factor analysis and structural equation modeling. The results of the study are summarized as follows. Based on the brand type (SPA and luxury) and the rate of sales, Uniqlo, a global SPA brand that boasts the largest number of SNS fans, and Louis Vuitton, a global luxury brand, were chosen for the study. The respondents consisted of consumers in their 20s and the 30s who, within the last six months, had previous experience in using the SNS service of the brands. The sample consisted of 40.7% male and 59.6% female, and 72.5% were in their 20s and 27.5% in 30s. A large percentage of the respondents were students (64.9%). The large proportion of university students reflects the trend of most active users of SNS being university students. Second, SNS service shopping context found positive association with customer-customer participation and customer-brand participation, but customer-media participation was insignificant. The results show that as the SNS is characterized by its linkage to different websites and platforms, customers are exposed to constant opportunities for participation. On the other hand, customer-media participation was found to be insignificant, which can be interpreted as indiscriminate constant supply of information that seeks to spur impulsive buying leading to antagonism of the customers. Such negative situations can be avoided by departing from indiscriminate provision of information to offering information that is customized to the needs and demands of each customer and invoking the customer to participate in information delivery. Third, SNS participation motivation and customer social participation were all positively associated. In particular, customer-media participation demonstrated the strongest influence, followed by customer-customer and customer-brand participation. As such, active participation of the customer with the brand is the most effective way to create collaborative, synergy effect or co-creation. Fourth, all routes from SNS user orientation to customer social participation were significant. SNS users in general possessed high levels of self-efficacy and tended to feel elevated as well as find altruistic pleasure in providing information that would help others. Such users participate through numerous ways such as customer-brand and customer-media participation but were the most active in customer-customer participation. Fifth, it was found that customer-customer and customer-brand participation builds trust of the customers toward the SNS service and the information or the information provider. However, customer-media participation did not indicate the same results. In order to build trust through participation, brands need to provide an inviting environment for customers to post comments and share information. Furthermore, marketing strategies, such as offering events and coupons to stimulate E-WOM activities of customers as well as creating a space for open communication are vital to building trust. Sixth, customer-media participation was positively associated with customer equity. Unlike customer-customer and customer-brand participation which requires constant physical effort of the customer, customer-media participation demands considerably less time and effort apart from the initial stages during which customization process is undergone to receive tailored information with just one click. Therefore, establishing convenient and practical system that targets the Y-generation in their 20s and 30s is emphasized in order to maintain a long-term relationship. Seventh, trust is positively associated with customer equity. Building trust is based on interactivity among people. This study found that customer-customer participation and customer-brand participation influence customer equity through trust, while customer-media participation leads to customer equity without being mediated by trust. Therefore, all three types of participation are equally important to customer equity. Eighth, brand type was a meaningful moderator to the relationship between SNS service shopping context, SNS service user orientation, participation motivation, customer social participation, trust, and customer equity. To summarize, the type of participation to encourage is based on the brand type, and as customers may have different expectations according to the brand, it is important to understand their orientations and provide customized information or an open space for communication. In addition, participation behavior has a strong potential to influence customer equity, but depending on the type of participation, trust may not necessarily positively influence customer equity. Therefore, it is recommended that brands offer credible and sincere information that customers can trust and follow. The significance of this study is that it is one of the first studies to examine customer participation in a social media environment. At a point in time where customers’ value creation is attracting increased attention, this study empirically revealed that customer-media relationship, which enables customer-customer and customer-brand participation on SNS, is also within the bounds of participation. Furthermore, this study identified the importance of relational marketing approach to brand and customer through customer social participation. By applying the concept of customer equity, which is in its fledgling stage in the area of consumer fashion marketing, it offers a basis for future research on long-term relationship building with firms The limitations of the study and suggestions for future research are discussed below. The sample of the study consisted of Koreans between the ages of 20 to 30. The limitation in the sample is inadequate to generalize the findings, and therefore, a comparative study with broader sample across culture and age is necessary. Moreover, this study observed customer participation on SNS environment. However, as there was a lack of preceding literature in this area, the measurement scales were revised and supplemented to fit the purpose of this study. The measurement instrument, therefore, needs to be further applied with different antecedents and consequences in subsequent research. Finally, due to the lack of previous literature on customer participation in SNS environment, the theoretical basis of the relationship between the variables lacked solidity. This study adapted a part of a theoretical framework to fit the context of the study to come up with the hypothesized relationship between the variables. Therefore, it is suggested that future research works toward developing and strengthening the theoretical framework of customer social participation.

소셜 미디어의 이용동기가 소셜 미디어의 상호작용과 사용자 만족에 미치는 영향에 관한 실증연구

오은해(Eun-Hae Oh) 한국산업경영학회 2012 경영연구 Vol.27 No.1

소셜 미디어 분야가 급속히 성장하면서 많은 기업들은 조직의 상품 및 브랜드의 홍보와 마케팅을 위해 소셜 미디어에 전략적으로 참여하고 있다. 과거에는 기업이 일방향으로 소비자에게 정보를 제공하는 원칙을 따랐으나 이제는 소비자가 다른 소비자에게, 나아가 소비자가 기업에게 정보를 제공하는 정보의 역전현상이 나타나고 있으며, 기업에게 소셜 미디어는 고객에게 정보를 제공하는 기존의 역할은 물론, 더 나아가 소비자 집단에서 기업과 상품에 대한 어떠한 정보가 오고 가는지, 소비자가 어떠한 정보를 원하는지에 대한 모니터링 수단이 되고 있다. 따라서 소셜 미디어의 활용빈도를 높이고 궁극적으로 기대효과를 극대화하기 위해서는 소셜 미디어 이용자의 이용동기가 무엇인지 파악할 필요가 있으며, 이러한 이용동기와 소셜 미디어의 상호작용 및 사용자 만족과의 관계를 분석하는 것은 매우 중요하다. 이에 본 연구는 선행연구를 기반으로 하여 소셜 미디어의 이용동기는 관계형, 정보형, 유희형으로 구분하였으며, 소셜 미디어 상호작용은 이용자들 사이의 상호작용과 이용자와 미디어 사이의 상호작용으로 구분하였다. 이를 토대로 하여 소셜 미디어의 이용동기가 소셜 미디어의 상호작용에 어떠한 영향을 미치는지, 그리고 소셜 미디어의 상호작용이 소셜 미디어의 사용자 만족에 어떤 영향을 미치는지에 대하여 실증적으로 분석함으로써 소셜 미디어의 활용방안을 제안하였다. With the rapid growth of Social Media areas, many enterprises have strategically engaged in Social Media activities to promote their products and brands. In the past, enterprises had followed a policy designed to provide information for customers in a one-sided direction, but now, reversely, consumers offer information to other consumers, and ever further to enterprises. Moreover, Social Media serves not only as the existing role to provide information for customers, but also as a means to monitor what kind of information on enterprises and productions is shared among consumer groups, and what kind of information the consumers are looking for. Therefore, in order to increase the utilization frequency of Social Media and in order to maximize expectation effect, it is necessary to investigate the motive of Social Media use by users, and it is considerably significant to analyze the motive of the use, Social Media’s interaction and the relationship between the motive and user satisfaction. Accordingly, based on previous studies, this study categorized the motive of Social Media use into relationship-type motive, information-type motive and amusement-type motive, and classified Social Media’s interaction into the interaction between users and the interaction between users and media. On the basis of the classification, the study empirically analyzed the influence of the motive of Social Media use on the interaction of Social Media, and the influence of Social Media’s interaction on the user satisfaction of Social Media, and thereby proposed a method for utilizing Social Media.