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Not All Communication is Created Equal
Kyounghee Chu,Doo-Hee Lee,Grace Yeunhe Kim,Ji Yoon Kim 한국마케팅학회 2017 마케팅연구 Vol.32 No.2
Social networking service (SNS) has unique characteristics that distinguish it from traditional communication environments. Primarily, SNS enables a fundamentally different ecosystem for communicating marketing activities. Incidentally, the communication paradigm has shifted online today, and a social media marketing strategy allows integrating bi-directional communication into the marketing process. This research attempts to identify an effective communication strategy to facilitate social media marketing using a combination of communication facets such as frequency, direction, formality, and content. In addition, the study demonstrates how perceived communication quality influences consumers’ attitude toward a corporate brand and e-WOM intentions. To achieve these objectives, we conducted two experiments: the first investigates the interactive effect of frequency (frequent vs. infrequent) and direction (uni-directional vs. bi-directional) of communication; the second examines the interactive effect of formality (formal vs. informal) and content (direct vs. indirect) of communication. Experiment 1 shows that in bi-directional communication, the frequency level of communication does not matter in perceptions of communication quality. However, if the direction of communication is uni-directional, frequent communications make consumers experience stronger perceptions of communication quality than infrequent communication. Experiment 2 demonstrates that among the combinations of formality and content of communication, informal and indirect communication is effective in increasing perceptions of communication quality. By integrating the results, the research concludes that bi-directional communication through informal modes, with indirect content is the effective communication strategy for social media marketing. This study extends the scope of social networking service (SNS) research in communication, and opens new research avenues for effective communication strategy on SNS. The study also provides valuable and applicable implications for corporate social media marketing activities.
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HOW TO IMPROVE COMMUNICATION QUALITY IN SNS
Kyounghee Chu,Doo-Hee Lee,Grace Yeunhe Kim,Ji Yoon Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The Social Network System (SNS) has possesses unique characteristic which distinguish it in important ways from traditional communications environment because the social network system allows a fundamentally different environment for communication marketing activities. The traditional marketing communications model was uni-directional, due to the fact that mass communication is a one-to-many process whereby a company transmits content through a medium to a large group of people. Today, communication paradigm has shifted online and is many to many, known as a bi-directional strategy. Bi-directional strategy mediates communications model in which 1) consumers can interact with the medium and with each other, 2) companies can provide content to the medium and interact with each other, 3) companies and consumers can interact, and in the most radical departure from traditional marketing environments to determine how brand relationship is affected. In this paper, we use the social network system as a new marketing communication medium. We use the key Mohr & Nevin’s communication strategies: frequency, direction, content, and modality to measure communication quality, and then implement communication quality by using the attitude and e-WOM intentions. Rich understanding of SNS communication quality can help focus the managerial efforts on vital communication factors, which stimulate positive assessments of communication behaviors. Furthermore, practitioners may better understand which dimensions of communication facets/aspects are more appropriate
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