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.

프로스포츠 선수를 위한 소셜미디어 규정의 필요성과 활용방안- 한국프로야구를 중심으로 -

박은균,김종채 한국스포츠엔터테인먼트법학회 2018 스포츠와 법 Vol.21 No.2

The current study examined the social media rule implemented by Korean Baseball Organization (KBO). Domestic and international professional sport governing bodies are constantly creating and using several social media outlets in order to build a strong relationship with their fans, promote the sport and events with popularity, and share current information and news regarding the teams and players. However, it seems that there is no great support and understanding on the use of the professional athletes’ social media and its benefits. Through a comparative analysis of current social media rules adopted by KBO and other international professional sport leagues such as Major League Baseball (MLB) and other major professional sports leagues, the current study provided both recommendations for social media rule development in professional sport leagues and the necessity of realizing the importance of the use of social media and changes in perception regarding social media. Concretely, teams in professional sport teams should start to create their own culture within social media. By combining both qualitative and quantitative studies on the use of different social media platforms by KBO teams, the overall patterns of users can be evaluated. As part of desirable social media culture, engaging in social media should be the first means of communication for fans to follow their favorite sport, teams and athletes. The current study contributes to an understanding of the establishment of distinct social media rule and its correct position within professional sport leagues, teams, and athletes. It is essential that professional sport leagues need concrete rules on social media, social media channels specific training for participants, and finally the participants’ changes in understanding towards social media. The current study also recommends the tactical and active use of social media by the teams and athletes. Thereby, the authors of the current study expect Korean professional sport leagues to be continually loved by their fans and prospective fans. 본 연구는 한국프로스포츠리그(한국프로야구 중심)에 적용되고 있는 현 소셜미디아 규정을 조사하였다. 국내외 프로스포츠리그에서의 소셜미디어는 팬들과의 관계성립, 스포츠의 인기와 홍보활동, 정보공유 등의 목적으로 사용되고 있다. 하지만, 국내 프로스포츠리그 선수들의 소셜미디아 사용이유와 사용혜택에 대한 이해는 현저히 부족해 보인다. 한국프로야구의 현 소셜미디어 규정과 미국프로야구와 미국 주요 프로스포츠 리그들의 규정의 비교분석을 통해, 소셜미디어 규정의 개선 방향과 소셜미디어 사용의 이해 및 인식변화에 대한 필요를 도출하게 되었다. 구체적으로, 각 프로리그에 소속된 구단들은 그들만의 스포츠 소셜미디어 문화를 조성해야 한다. 본 연구의 핵심은 프로스포츠 선수들을 위한 소셜미디어 규정의 확립 및 바람직한 사용의 필요성을 시사한 것에 있다. 구체적인 규정과 소셜미디아 사용교육 및 인식의 전환을 통해 구단과 선수들의 적극적이고 전략적인 소셜미디어 사용을 권장한다. 미디어 시대에 대응하며 팬들의 요구에 부응하는 프로스포츠가 되기를 기대해 본다.

Social Media Data Mining : An Analysis & Overview of Social Media Networks and Political Landscape

Sethunya R Joseph,Keletso Letsholo,Hlomani Hlomani 보안공학연구지원센터 2016 International Journal of Database Theory and Appli Vol.9 No.7

The social media is seemingly becoming a big influence in the politics and a core strategy for political campaigns. Social media has become a coordinating tool for almost all of the political movements globally. The prospective of social media is mainly in their support of civil society and the public sphere. Social networking sites have gradually become integral part of people’s everyday life. Internet, through the use of the social media platforms, is now being used to convey messages to a diverse audience more directly. Also, the Internet provides a major technological stimulus to the modernisation and professionalisation of political campaigns. This paper, based on document analysis and insights of data published on the social media platforms such as Twitter and Facebook, gives a brief discussion on the advent of the social media networks and the politics. Examples of the events where the social media have influenced certain activities or actions in the political landscape across the globe are also briefly cited and discussed in this paper. Some of the events highlighted in this paper which have been influenced by the social media turned out to yield positive outcomes whilst some outcomes are not positive. This paper is concluded with a view that the social media continues to have an influence in the political landscape. Thus, reactions, feedback, conversations and debates are generated online as well as support and participation for offline events. Messages posted to personal networks are multiplied when shared, which allow new audiences to be reached through the social media. However, this obviously does not mean that every political movement that uses these tools will succeed, because some state(s) have not lost the powers to react through banning them or censoring them.

Effect of Social Media on Organizational Innovations through Leader-Member Exchange: An Organizational Communication Perspective

Md Alamgir Mollah,Jinkyo Shin 한국경영학회 2022 한국경영학회 통합학술발표논문집 Vol.2022 No.8

Purpose At present social media is playing a significant role in organizational communication and LMX is contributing to make strong relationships with leaders and members consequently contribute to organizational innovation. The purpose of this research paper is to find the impact of social media on organizational innovation through mediation of Leader-Member Exchange in the communication perspective. Design/methodology/approach This research paper analyses data 217 sample data gathered through convenient and snowball sampling; SPSS and AMOS is used in structural equation modeling to test the hypotheses. Findings The hypothesis test proved that social media has no significant effect on organizational innovation and LMX has a full mediation effect between in social media and organizational innovations. Practical implications This study contributes to the literature by analyzing through a structural model in a single model, where social media in communication drives a direct effect on organization innovation and Leader-Member Exchange has full mediation. This indicates that social media seem to be important for innovation but still LMX has high value for organizational innovation and management for communications. So in the era of digital technology, social media is supporting horizontal communication and leader-member exchange for vertical communication both are necessary for organizational innovation. Research limitations/Implications This research has observed some limitations in the analysis of constructs. The observed variables are limited with social media, LMX and Organizational Innovations. There is a scope to find out social media’s impact on organizational innovation through multiple samples like taking response from leaders and members, considering other variables like Top management support, IT support as a mediators. Originality/value Rationalizing the social media and LMX in communications on organizational innovation, LXM has complete full mediation indicating the use of an LMX system has higher influence than social media communications. This paper adds value to communication theory focusing on the importance of LMX and social media for organizational innovations in this technological era.

소셜미디어 시대의 정보리터러시에 관한 소고 - 재정의, 교육내용, 교육방법을 중심으로 -

오의경 한국문헌정보학회 2013 한국문헌정보학회지 Vol.47 No.3

This study redefines information literacy (IL) and recommends its contents and media (platforms). Redefinition of IL was based on concepts such as ‘Information Literacy 2.0’, ‘Social Context’, ‘Metaliteracy’, ‘Transliteracy’, ‘Social Media Literacy’ and related researches. ‘Social Relationship’, ‘Media Convergence’, ‘Critical and Evaluative Insight on Information’ was extracted by major contents of new IL. To determine program methods, mass media’s ‘ubiquity’ was applied to the study. Some social statistics reports proved that ubiquity of social media is quite high. Finally, proposed empirical study of IL using social media by follow-up study. 본 연구는 정보리터러시의 개념을 재정의하고, 이를 바탕으로 정보리터러시의 교육내용과 교육방법을 제안하였다. 재정의를 위하여, 오늘날의 정보환경을 표현하는 정보리터러시 2.0, 사회적 맥락, 메타리터러시, 트랜스리터러시, 소셜미디어 리터러시의 개념을 조사, 분석하였다. 정보리터러시를 구성하는 주요 요소로 ‘사회적 관계’, ‘미디어 융합과 다양성 인식’, ‘정보에 대한 평가적 안목’ 등을 추출하였다. 교육의 방법(미디어)을 결정하기 위하여, 소셜미디어의 편재성을 조사하였고, 조사결과 소셜미디어는 편재성이 높은 미디어로서, 정보리터러시 교육에 활용되는 것이 적절함을 밝혔다. 후속연구로 소셜미디어를 활용한 정보리터러시 교육에 관한 실증적 연구가 수행되어야 할 것을 제안하였다.

Social Media Performance: From the Perspective of Social Media Apathetic Behavior

강인원,유성준 한국무역학회 2022 Journal of Korea trade Vol.26 No.3

Purpose – Social media platforms have presented individuals with an opportunity to create and maintain their social relationship through the use of social media services. However, such social relationship has a negative influence on users’ interest in social media. Design/methodology – Using structural equation modeling, this study seeks to examines the effects of different social media conflicts (individual and social conflicts) on users’ psychological internal state, especially user apathetic behavior Findings – The findings confirm that, among social media conflicts, social-related conflict, especially social interaction overload has a negative effect on cognitive resonance, while individual conflict has the highest effect on cognitive dissonance. Also, cognitive dissonance has a much greater effect than cognitive resonance on user resistance, this means that users' negative perception of social media has a greater influence on their resistance. Lastly, user’s resistance was found to have a positive influence on user’s apathetic behavior. Originality/value – In other to capture social media Apathetic behavior, this study focus on social media conflict perspective, which includes social-related conflict and individual conflict, which are found to influence users’ internal states towards social media and further induce social media behavior. This study is unique because it is among the first to explore social media apathetic behavior by focusing on the influence of both external social media conflict and internal state. Also, this study proposed that social related conflict has a higher negative influence on WeChat user than individual related conflict.

INVESTIGATING THE ROLE OF ATTITUDES TOWARDS SOCIAL MEDIA MARKETING ACTIVITIES AND THE PERCEIVED VALUE OF USING SOCIAL MEDIA IN ORGANIZING VACATIONS

Kaede Sano 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Social media was originally based on the ideological and technological foundations of Web 2.0 and is described as “user-generated content” (Kaplan & Haenlein, 2010). Although initially used for communication among internet users for privacy, it has become one of the most powerful online networking tools, and in the last few years has been widely practiced in the real world to enhance relationships between businesses and customers. Virtual tourist communities are not a new concept; they have been used for more than 10 years by tourists to exchange opinions and experiences of certain travel destinations. In tourism, internet based social communities have greatly expanded recently as a result of Web 2.0 technologies’ development. Tourists use the Internet to obtain information on trips, and share experiences related to their trip before, during and after their vacation (Parra-Lopez et al., 2011). Therefore, behaviors such as sharing photos and videos, writing travel experiences in blogs and microblogs, ranking travel destinations and posting opinions on social forums (for example, TripAdvisor) are becoming generalized (Chung & Buhalis, 2008) into what has been called Travel 2.0 (Adam, et al., 2007). The purpose and importance of this study is to explore how tourists perceive the value of social media as practiced in the tourism industry. We also investigate travel agencies’ social media marketing activities, and how tourists’ perceived value of social media affects their intention to use social media for organizing their vacation. Conceptual foundations Perceived value of using social media in tourism Perceived value is treated as a major element in a number of tourism research papers (for example, Parasuraman & Grewal, 2000; Sweeny & Soutar, 2001; Jin et al. 2015). As Parra-Lopez et al. (2011, pp.641) said, “the identification of the types of customer value perceived by travelers using social media for trip planning purposes is very essential, because it can provide significant guidelines on how to design the information sources, the structure and the functionality of social media in order to enhance their web traffic, usage and competiveness”. Realizing the essential role of social media in the tourist industry, and clarifying how to measure the perceived value of using social media is required. Because perceived value is defined as ‘cognitive-affective evaluation’ in this study, we employ both cognitive and affective variables to measure the perceived value of using social mediato organize vacations. This study applies four dimensions – ‘functional’, ‘social’, ‘altruism’ and ‘trust’ from Parra-Lopez et al.’s (2011) study - to measure the value that travelers perceive from using social media to organize their vacations. Because both cognitive and affective value are used to evaluate a product or service during the purchasing process (Bajs, 2015), it seems reasonable to assume that ‘function’, ‘social’, ‘altruism’, and ‘trust’ are regarded as essential when measuring the perceived value of using social media to organize vacations. Such propositions and findings provide valuable insights that enable us to introduce our Hypothesis 1. H1: ‘Functional’, ‘Social’, ‘Altruism’ and ‘Trust’ are the dominant dimensions in the perceived value of using social media in organizing vacations. The inter-relationship of attitudes towards social media marketing activities and the perceived value and intention of using social media to organize vacations Social media is seen as one of the most powerful communication tools, and social media marketing (referred to henceforth as ‘SMM’) is used by business companies to build and maintain relationships with their customers in various fields (Kim & Ko, 2012). In previous studies, such as Kim and Ko (2012) as well as Teo and Tan (2002), it has been claimed that customers’ attitudes towards SMM activities affect brand equity. This conclusion is also supported by Chan and Guillet’s (2011) study, which shows the important role of SMM in the hospitality industry. Nowadays, most travel agencies in Japan have created their social communities aiming to enhance their relationship with customers and promote their travel products. Aker and Topcu (2011) suggest that attitude greatly affects people’s purchase intention and behavior. Moreover, the wide acceptance of SMM also means that a positive attitude towards SMM affects the perceived value of social media. It has been clarified that perceived value is positive when the benefits are greater than the sacrifices (Zeithaml, 1988). As more and more tourists rely on social media to enhance their vacations, this suggests that the perceived benefit of social media is greater than the sacrifice, and therefore its perceived value positively affects the behavior intention of tourists who use social media to organize vacations. This academic background leads us to Hypothesis 2. H2: Both direct effect (i.e. attitude towards SMM activities→Intention) and indirect effect (i.e. attitude towards SMM activities→ Perceived value→Intention) will provide a good explanation of tourists’ intention of using social media to organize vacations. Methodology Proposed conceptual model Based on the theoretical background, this study proposes a conceptual model (see Figure 1) to show the inter-relationship of ‘attitudes towards SMM activities’, ‘perceived value’ and ‘behavior intention’. Figure 1: Conceptual Model Measurement This study involves items which have been used in past research. All items were developed based on the 7-point Likert-type scale ranging from ‘strongly agree’ to ‘strongly disagree’ (see Table 1).Data collection The empirical data for this study was collected by an online survey conducted by one of the biggest research companies in Japan from March 13th to March 16th, 2015. A screening test was conducted to select suitable respondents with experience of using social media to organize their vacation and had accessed or used travel agencies’ social media, such as Facebook, Blog, and Twitter. Finally, due to the limited research budget, 622 valid samples were collected to be used in analysing the conceptual model. Data analysis results As all items presented in this study are cited from past research, we employed second-order confirmatory factor analysis (CFA) directly to explore the dominant dimensions of the perceived value of using social media to organize vacations (H1), and covariance structure analysis to investigate the inter-relationship among attitudes towards SMM activities, perceived value and behavior intention (H2). The results of data analysis are shown below (see Figure 2&3). Conclusions and managerial implications Based on the results reported in the present study, ‘functional’, ‘social’, ‘altruism’ and ‘trust’ are shown as dominant dimensions of perceived value in social media literature, thus supporting hypothesis 1. However, these four dimensions play different roles in perceived value. Compared with other dimensions, ‘altruism’ appears to be more essential. This result can be explained by the usage of social media. Tourists tend to share their experiences, opinions, photos and videos about certain travel destinations in what is called ‘altruism dimensions’. These tourists’ behavior is not for the benefit of others but for self-satisfaction (Baym, 2010) and is believed to be the most important incentive for using social media. Concerning the inter-relationship of attitudes towards SMM, perceived value and the intention of using social media to organize a vacation, contrary to our hypothesis, tourists’ attitudes towards SMM activities conducted by travel agencies do not seem to affect their behavior intention of using social media to organize their vacation (.05). The perceived value of social media seems to play a significant mediating role between attitudes towards SMM and behavior intention. In other words, the indirect influence (.585) through perceived value is greater than the direct influence (.05) of attitudes toward SMM on behavior intention. This result implies that travel agency managers should know how to increase the perceived value of social media, instead of only attempting to enhance SMM activities. Limitations Social media’s commodification in Japan is still a new concept, and for Japanese tourists, the practice of social media in the tourist industry is relatively novel. In other words, social media’s commodification has not been developed enough in Japan. Thus, the results gained from the empirical study should be compared in the countries where social media is more developed.

온라인 농식품 구매시 소셜미디어 이용 군집에 따른 소비자특성에 대한 연구

이명관,박상혁,김연종 한국벤처창업학회 2021 벤처창업연구 Vol.16 No.4

According to the 2019-2020 social media usage survey conducted by the Seoul e-commerce center, 5 out of 10 consumers have experienced shopping through social media. The cost of traditional advertising media has been reduced and advertising spending on social media has risen by 74%, indicating that social media is becoming a more important marketing element. While the number of users of social media has increased and corporate marketing activities have increased accordingly, research has been conducted in various aspects of marketing such as user motivation for social media, satisfaction, and purchase intention. There was no subdivided study on the differences in the social media usage frequency of consumers in actual purchasing behavior. This study attempted to identify differences in consumer characteristics by cluster in the agrifood purchase situation by grouping them by type according to the frequency of use of social media for consumers who purchase agri-food online. Product involvement, product need, and online purchase channel Consumer characteristics such as demographic distribution, perceived risk, and eating and lifestyle in each cluster were checked for the three agrifood purchase situations including choice, and types for each cluster were presented. To this end, questionnaire data on the frequency of social media use and online agrifood purchase behavior were collected from 245 consumers, and the validity of the measurement variables was secured through factor analysis and reliability analysis. As a result of cluster analysis according to the frequency of social media use, it was divided into three clusters. The first cluster was a group that mainly used open social media, and the second cluster was a group that used both open and closed social media and online shopping malls; The third cluster was a group with low online media usage overall, and the characteristics of each cluster appeared. Through regression analysis, the effect on product involvement, product need, and purchase channel selection when purchasing agri-food online through each of the three clusters was confirmed through regression analysis. As a result of the regression analysis, the characteristic of cluster 1 in the situation of purchasing agri-food online is a male in his 30s living in a rural area who has no reluctance to purchase agri-food on social media or online shopping malls. The characteristics of cluster 2 are mainly consumers who are interested in purchasing health food, and the consumer characteristics are represented. In the case of cluster 3, when purchasing products online, they purchase after considering quality and price a lot, and the consumer characteristics are represented as people who are more confident in purchasing offline than online. Through this study, it is judged that by identifying the differences in consumer characteristics that appear in the agri-food purchase situation according to the frequency of social media use, it can be helpful in strategic judgments in marketing practice on social media customer targeting and customer segmentation. 서울시 전자상거래센터에서 실시한 2019-2020년 소셜미디어 이용실태 조사에 따르면 소비자 10명 중 5명이 소셜미디어를 통한 쇼핑경험이 있는 것으로 조사되었으며, The CMO Survey에서 2020년 코로나 펜데믹 기간에 실시한 조사에 따르면 전통적인 광고매체의 비용은 축소되고 소셜미디어에 대한 광고지출은 74%나 상승함으로써 소셜미디어가 더욱 중요한 마케팅 요소로 자리하고 있음을 나타내고 있다. 이만큼 소셜미디어의 이용자 증가와 그에 따른 기업의 마케팅 활동이 활발해지는 동안 소셜미디어에 대한 사용자의 이용동기, 만족도, 구매의도 등 다양한 마케팅 측면에서 연구되어져 왔으나, 온라인을 통해 농식품을 구매하는 상황에서 소비자들의 소셜미디어 이용빈도가 실제 구매행위에 어떠한 차이로 나타나는가에 대해 세분화 한 연구는 없었다. 본 연구는 온라인에서 농식품을 구매하는 소비자들을 대상으로 소셜미디어 이용빈도에 따라 유형별로 군집화하여 농식품 구매상황에서 보여지는 군집별 소비자특성의 차이를 파악하고자 하였으며, 제품관여도, 제품필요도, 온라인 구매채널 선택 등 3가지 농식품 구매상황에 대해 각 군집에서 나타나는 인구통계학적 분포, 지각된 위험, 식습관 라이프스타일 등의 소비자 특성을 확인하고 군집별 유형을 제시하였다. 이를 위해 245명의 소비자를 대상으로 소셜미디어 이용빈도 및 온라인 농식품 구매행태에 대한 설문 자료를 수집하였으며, 요인분석과 신뢰성 분석으로 측정변수의 타당성을 확보하였다. 소셜미디어 이용빈도에 따른 군집분석을 실시한 결과 3개의 군집으로 나뉘어졌으며, 첫번째 군집은 주로 개방형 소셜미디어를 사용하는 집단, 두번째 군집은 개방형 소셜미디어와 폐쇄형 소셜미디어, 온라인 쇼핑몰을 고루 사용하는 집단, 세번째 군집은 전반적으로 온라인 매체 사용량이 적은 집단으로 군집별 특성이 나타났다. 각 3개의 군집을 통해 온라인에서 농식품 구매시 제품관여도, 제품필요도, 구매채널 선택에 미치는 영향을 회귀분석을 통해 확인하였다. 회귀분석 결과 온라인에서 농식품을 구매하는 상황에서 보여지는 군집1의 특성은 소셜미디어나 온라인쇼핑몰에서 농식품을 구매하는데 거부감이 없는 지방에 거주하는 30대 남자로 소비자특성이 대표된다. 군집2의 특성은 주로 건강식품 구매에 관심이 많은 소비자로 소비자특성이 대표된다. 군집3의 경우는 온라인에서 제품을 구매하는 경우 품질과 가격을 많이 따져보고 구매하며, 온라인보다 오프라인 구매가 더 안심인 사람으로 소비자특성이 대표된다. 본 연구를 통해 소셜미디어 이용빈도에 따라 농식품 구매상황에서 나타나는 소비자 특성의 차이를 확인함으로써 소셜미디어 고객타겟팅과 고객세분화 등에 대한 마케팅 실무의 전략적인 판단에 도움을 줄 수 있을 것으로 판단된다.

소셜미디어 이용 동기의 차원 분석과 마케팅 시사점에 관한 탐색적 연구

이방형(Bang Hung Lee),한상린(Seong Keun Yi),이성근(Sang Lin Han),이성훈(Sung Hoon Lee) 한국마케팅학회 2013 마케팅연구 Vol.28 No.2

최근 급속도로 확산되고 있는 소셜미디어는 하나의 단기간의 유행이 아니라 네트웍 시대의 핵심적인 수단이 되고 있다. 특히 마케팅 분야에 있어서의 기업들의 소셜미디어에 대한 관심은 더욱 크다. 그 이유는 텔레비전이나 신문과 같은 전통적인 매체를 통한 광고처럼 일방적인 메시지의 전달에 대하여 소비자들이 더 이상 신뢰하지 않기 때문이다. 따라서 친구나 준거인을 중심으로 하는 소셜미디어의 정보들이 기업들이 발신하는 정보에 비해 더욱 신뢰할 수 있다는 이유 때문에 소셜미디어를 통한 마케팅 활동이 더욱 주목을 받고 있는 것이다. 그러나 소셜미디어가 마케팅의 전략적 도구로 이용되기 위해서는 소셜미디어를 이용하는 이용자들에 대한 보다 정확한 이해가 필요하다. 소셜미디어에 참여하는 이용자들은 대부분 이용동기가 사회적 동기가 강한 것으로 알려져 있다. 이러한 이용자들의 동기에서 추론해 볼 수 있는 것은 이용자들이 이용동기와 관련이 있는 정보에 많은 관심을 가질 것이라는 것이다. 이것은 이용자들의 관심을 끌려는 기업들의 마케팅 노력에 대하여 이용자들은 크게 관심을 두지 않을 가능성이 있다는 것을 의미한다. 따라서 기업들이 소셜미디어를 마케팅에 활용하기 위해서는 이용자들의 이용동기와 이용행태를 파악하여 마케팅전략과 연결하는 과정이 필요할 것이다. 선행연구들은 소셜미디어의 이용동기를 다양한 관점에서 다루고 있지만, 이용동기를 단순히 나열하는 수준으로 그치고 있다. 이러한 이용동기에 관한 선행연구들은 이용동기와 마케팅전략을 연결시키려는 후속연구의 어려움을 만들어 내고 있다. 따라서 소셜미디어의 마케팅 활용과 그에 상응하는 연구가 진행되려면 먼저 소셜미디어의 이용동기를 체계화하는 작업이 필요하다. 이러한 배경 하에서 이 연구는 소셜미디어의 이용동기를 선행연구를 통하여 도출하여 체계적으로 분류해보고, 이러한 이용동기에 관한 체계화를 표적집단토의와 트위터 내용 분석이라는 질적인 연구를 통하여 실증적으로 증명하였다. Recently social media becomes important tool for the communication in the era of network. Especially the interest in the social media gets larger in the field of marketing because social media can be used as a tool of marketing. Furthermore, traditional media such as TV and newspaper become losing the trust because they tend to deliver their message with one directed way. In the contrary, social media is gaining the trust in the delivering message because the friends of the users send the message. But to use the social media as a strategic tool in the marketing, we need to understand why people participate in the social media. That is to say, what motives they have in the use of social media. If we understand the motives of participation, we can use the motives in building the marketing strategy by connecting them to marketing information. So, understanding the users` motive might be a starting point of social media marketing. Former studies listed why users participate in the use of social media. Their studies simply enumerate bits of information. These kinds of former studies have given much difficulties in performing the research on the effective social marketing strategy. Thus the work of organizing the use motives of social media. Under these backgrounds, this study This study tried to organize the motivation of using social media. We divided the user`s motivations into three dimensions such as social motive, functional/ informational motive and hedonic motive through the analyzing the former studies. Additionally we empirically tested the proposed structure of use motives found in the literature review with a qualitative methods such as focus group interview and content analysis in Twitter. In the empirical study, the participants mentioned that their primary motive in the use of social media was to build and keep social relationships, and they did not give much importance to functional and hedonic motive. This study shows that users don`t want marketing activities in the social media, since their primary motivation is social. In the future, this study should expand in the point of methodological view. Since this study used a qualitative method mentioned above, it should be tested by the use of quantitative method with a large sample.

MULTIDIMENDIONS OF CONSUMER VALUE COMMUNICATION TOWARD ONLINE LUXURY PURCHAING: THE ROLE OF SOCIAL MEDIA WORD-OFMOUTH

Jungkun Park,Sang-Lin Han,Hyowon Hyun 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Recently global luxury brands have put their effort into strengthening their businesses online. This can be seen as an effort to overcome their stagnant growth by focusing on steeply increasing online markets as their target. In the midst of global recession, online luxury brands have continued to show rapid growth each year. Bain & Company (2017) has forecasted offline growth of global luxury brands at the annual average growth of 2~3% by 2020 while the online markets would show the average growth of 15% annually by 2020. Moreover, due to the expansion of importers with official copyright to the online sales and stabilization of e-payment system, online markets have gained consumer trust leading to the increased rate of consumers purchasing luxury brand online more. McKinsey Consulting (2017) has forecasted online sales of luxury brand would reach up to 28% of the total sales by 2025. Reflecting such expectations, luxury brands are in the process of proposing multiple channels of online sales and communicating through Social Network Service (SNS) marketing as their core strategies. As consumer usage of SNS, such as Facebook, tweeter, or Instagram, have increased, so the value of consumer toward luxury brands has changed. Since the introduction of the standing characteristic of social media-communication to the luxury brand market, the luxury brands not only became a privilege of the high minority group but also became available for anyone to easily purchase with absolute information availability of price, quality, location, etc. Theoretical Development Consumers are using social media sites to search for information and deviating from traditional media (e.g., television, radio, and magazines) (Mangold and Faulds 2009). The emergence of social media has changed communication method from one-way communication to multi-dimensional, two-way, peer-to-peer communication (Berthon, Pitt, and Campbell 2008). Social media platforms offer a chance for brand to familiarized interact with consumers. Also, consumer can be interacted with another consumer through social media. The most important factor for luxury brands to establish an online business strategy is communication with their consumers. Luxury brands that are most accustomed to communicating with their limited consumers in their offline stores providing high quality services, it is inevitable for them to fear the lack of face-to-face interaction with their consumers in online markets. Social media began to serve the luxury brands as the alternative communication channel within the online markets. Moreover, social media has proven effective in drawing consumer’s voluntary Word of Mouth(WOM) since social media interaction is important motivation for consumer to creating user-generated contents (Daugherty al., 2008). The social media provides the consumers with a platform to meet and communicate with others with similar interests in specific brand goods and services that makes target marketing easier than before (Muntinga et al., 2011). Furthermore, the social media platforms provide the consumers with restriction-free comments on a certain brand to other interested parties, the users voluntarily taking the role of eWOM (Kim & Ko, 2012; Vollmer & Precourt, 2008). Luxury brands also seek to take this advantage of social media. The extent of spreading word of mouth is at the most viral through social media platforms, influencing the consumer’s purchasing behaviors to a great extent as proven in many previous researches (Lau and Ng 2001; Nabi and Hendriks 2003). Thus, the purpose of this study is to examine the impact of the consumer’s multidimensional value towards luxury brands on social media WOM intention and purchase intentions at the same time. Moreover, through extensive literature review with qualitative interview on consumers’ perceived value on luxury brand/product, consumer value dimensions on the luxury brands are categorized into six value factors (e.g. conspicuous value, status value, materialistic value, hedonic value, uniqueness seeking value, price-quality perceptions). Research Design The study conducted a thorough literature review and focus group interview to develop a comprehensive model of understanding the importance and dimensionality of customer value on luxury brand. After analyzing qualitative data on consumer value perception on luxury brands/product, online survey was performed using a customer sample in the United States. A web-based online survey was conducted using an online research panel service. After filtering and cleaning data collected, a final usable sample of 287 were analyzed to test hypothesized model. Measures for luxury brand on perceived values (including conspicuous value, status value, hedonic value, materialistic value, uniqueness seeking value, price-quality perceptions), social media word-of-mouth intention, and purchase intentions for luxury products were rated on a 7-point Likert scale ranging from strongly disagree to strongly agree. Result and Conclusion The result show that the relationship between conspicuous value, hedonic value, uniqueness and price-quality perceptions with social media WOM were found to be significant impact. However, social media WOM were not affected by status value and materialistic value of luxury brand. Conversely, status value and materialistic value had a considerable influence on purchase intention for luxury brand online. And social media word-of-mouth had a significant positive effect on consumer purchase intentions for luxury brand. In the era where digital importance is at its peak, the expansion of the luxury brands to online business has become requirements and not optional consequences. It is not easy for luxury brands with their unique styles and identity, as well as high brand awareness to settle in an online market where variety of lifestyles and cultures coexist. For this reason, the study on the multidimensional consumer value on luxury brands holds its contribution to the academia and industry practitioners. This study empirically examines the influence of consumers’ perceived multidimensional value on the luxury brands to WOM and purchase intentions through social media. This paper has revealed that the consumer’s WOM intention on luxury goods does not necessarily correlate with the purchase intention. However, the consumer who has developed WOM intention through social media has shown to possess positive influence on the purchase intention. This results also indicated the importance of the exposure of the unique luxury brand image by the luxury brand managers to the social media in order to generate voluntary consumer WOM. Furthermore, in order to increase their social status, the necessity of online consumer community for sharing their special experiences is ever more present. Such online consumer community would serve to expand the communication channel between the brand and the consumers, thus leading to increase intimacy between two parties. The study was carried out to the American consumers; following study should be carried out to Chinese consumers or developing countries where luxury brands are exposed to the rapidly growing luxury brand markets. Moreover, an in-depth study on strengthening effective marketing strategy by segmenting consumer value on luxury brands should be conducted consequently.