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소셜 공중에 적합한 새로운 공중 세분화 이론 페이스북 페이지의 소셜 네트워크 요인을 중심으로
김동성 ( Dong Sung Kim ),이현우 ( Hyunou Lee ) 한국PR학회 2014 PR연구 Vol.18 No.3
It will be one of top priority tasks for PR practitioners as well as PR researchers to identify andpredict the segmented publics’ perceptions and their behaviors regarding given issues. Grunig’s situational theory of publics and Hallahan’s issues processes model have been served to provide the theoretical backbone on this matter. But new and advanced public segmentation theory is needed for the social media public in two-way interactional and transactional communication paradigm. Thus this study proposed that the degree of ‘social network’ will play a key role in determining public segmentation for social media public such as people on facebook fan page. The followings are main objectives and results of this research. The first research objective is to find influential segmentation factors for the social media public. In addition to the involvement and knowledge factor used in earlier studies, the present results showed that the network factor is the significant indicator for social media public segmentation. Specifically, the social network variable defined as the ‘between centrality’ performing the mediator or communication role in social network analysis is a significant factor to affect many dependent variables, including information seeking, sharing, and publishing, except for information processing. Second, it is found that social media publics can be categorized into 8 types featuring differentiated communication behaviors according to the level of involvement, knowledge, and network. The authors invite PR practitioners and PR researchers to validate and utilize newly formed social media public segmentations. The final research objective purports to find a fast and efficient measurement method for the network factor by using technical program such as NodeXL, which easily provide the data regarding the centrality of social network analysis. To serve the research objective, the centrality data obtained from NodeXL program and the perception data obtained from traditional survey methods are compared. However, the results of two data sets were not consistent, presumably due to SNA(Social Network Analysis) program``s crawling technology limitation or due to sampling problems resulting from the social media``s privacy policies. In conclusion, this study identified that the public’s involvement, knowledge, and network variables are the key influential factors for segmenting social media publics. Furthermore, it is suggested that the 8 social media public types based on the present research deserve more academic and practical scrutiny. Social media public segmentation study is still in its early stages. Thus, additional follow-up studies extending the findings of this exploratory study will enrich the PR communication fields by providing valuable guidelines for PR practitioners in planning and executing effective social media PR campaigns.
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