소셜미디어 구전량이 브랜드자산을 매개하여 기업성과에 미치는 영향: 제품과 서비스의 차이

이중원(JungWon Lee),박철(Cheol Park) 한국경영학회 2019 經營學硏究 Vol.48 No.3

Social media is being used as an effective marketing tool for companies by providing a new way for brands to interact with their audience. As the importance of social media increases, the effects of social media on marketing performance such as awareness, sales, and corporate value are being studied. However, the effect of social media on corporate performance has not been well researched. The research on firm performance is limited in that it only explains the financial investment side of the company such as volatility of stock price and does not fully explain the corporate performance of the consumer side. In addition, social media is providing new opportunities and benefits to brand management, but it is difficult to measure how social media marketing contributes to brand success. In this context, this study analyzes the mediating role of brand equity in the relationship between eWOM volume of social media and firm performance, and analyzes how the effect of brand equity depends on the type of corporate(product/service). The results showed that the eWOM volume of social media had a positive effect on firm performance through brand equity, and this relationship was strengthened in service firms as compared to product firms.

온라인 리뷰 특성이 영화 매출액에 미치는 영향: 한국과 미국의 비교

Jungwon Lee(이중원),Cheol Park(박철) 한국경영학회 2020 經營學硏究 Vol.49 No.6

Companies are trying to improve the effectiveness of electronic word-of-mouth (eWOM) in markets with diverse cultural backgrounds. A few researchers have analyzed the cultural dimension that moderates the effectiveness of the eWOM, but there is a limitation that the cultural dimension is limited to the cultural dimension of Hofstede such as individualism-collectivism and avoidance of uncertainty. In particular, the discussion of cultural differences for eWOM variance is limited. Against this background, this study analyzed the role of cultural characteristics to moderate the effects of eWOM characteristics in the film industry. For empirical analysis, review data and sales data were collected for the film industry in Korea and the United States, and finally 10,371 data were analyzed by OLS regression analysis. In addition, a robustness test was conducted through the propensity score matching method. As a result of the analysis, the positive effects of eWOM characteristics were found to be reinforced in Korea compared to the United States.

소셜미디어 콘텐츠 주제와 고객 인게이지먼트 간의 관계분석: 머신러닝 방법론을 중심으로

Jungwon Lee(이중원),Cheol Park(박철) 한국경영학회 2021 經營學硏究 Vol.50 No.1

Customer engagement is regarded as a performance indicator of social media marketing, and previous studies have reported that the characteristics of content to increase customer engagement. However, the topic of content has not been sufficiently studied. This study analyzes the relationship between the topic of social media content and customer engagement and suggests an analysis procedure that can apply a machine learning model, a key tool for recent digital transformation. For empirical analysis, 154,705 social media data of 51 global brands were collected, and content topics were classified using a topic modeling method. And the relationship between content topic and customer engagement was analyzed using zero-inflated negative binomial regression analysis and machine learning model. As a result of the analysis, contents of 51 brands were classified into 18 contents topics, and there was a difference in the impact on customer engagement according to the topic. In addition, using a machine learning model, it was possible to predict the customer engagement performance of the content with an accuracy of about 90%. This study contributed to the marketing literature by analyzing the relationship between social media content topics and customer engagement through machine learning methodology.

유형적 보상과 일과 삶의 균형이 직무 만족을 매개하여 혁신 성과에 미치는 영향: 자기결정 이론을 중심으로

Jungwon Lee(이중원),Cheol Park(박철),Ohsung Kim(김오성) 한국경영학회 2020 經營學硏究 Vol.49 No.6

Corporate innovation is seen as a source of competitive advantage, and to promote this innovation, companies are investing heavily in organizational employees. Prior researchers have reported positive relationships between employee satisfaction and various corporate performances, but are relatively limited in innovation performance. This study focused on the direct effect of employees tangible compensation satisfaction and work-life balance satisfaction on innovation performance and the indirect effect of mediating job satisfaction by using self-determination theory. For empirical analysis, employee satisfaction data and patent data were collected from Korean companies and analyzed by Heckman 2-stage model and Negative binomial regression analysis. As a result, it was found that employees tangible compensation satisfaction had a positive effect on innovation performance by mediating job satisfaction, but it was found that there was no significant effect through the direct path. On the other hand, it was analyzed that the satisfaction of work-life balance had a positive effect on innovation performance by mediating job satisfaction, and the positive direct effect was also significant.

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

Jungwon Lee(이중원),Cheol Park(박철) 한국경영학회 2021 經營學硏究 Vol.50 No.2

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

글로벌 호텔시장에서 온라인 리뷰유용성에 영향을 미치는 요인에 관한 다수준 분석

이중원(Jungwon Lee),박철(Cheol Park) 한국경영학회 2021 經營學硏究 Vol.50 No.3

Online reviews are the most trusted source of information by hotel customers and play a role in reducing the uncertainty associated with a hotel choice. Recently, the perceived usefulness of review is an important factor in determining the effectiveness of electronic word-of-mouth communication. The online review usefulness literature mainly focused on review and reviewer factors, but company factors or cultural factors were not considered. This study analyzed the factors affecting the usefulness of review in the hotel industry by dividing them into review, company, and national level. We collected 10,611 Tripadvisor reviews of 225 hotels from 9 countries, and analyzed the effects of review, company, and country-level factors on review usefulness through multi-level negative binomial regression analysis. As a result of the analysis, it was found that there is a systematic difference in the usefulness of review according to culture and company factors.

e-커머스 플랫폼 판매자의 키워드 선택이 매출액에 미치는 영향

이중원(Jungwon Lee),유재현(Jaehyun You) 한국경영학회 2023 經營學硏究 Vol.52 No.3

Sellers on e-commerce platforms can increase sales opportunities by selecting keywords that can effectively expose their products to potential consumers. However, related literature has not sufficiently studied the effect of keyword characteristics on sellers’ sales. In particular, most studies on keyword characteristics have been conducted in the context of search advertising. Drawing on the shopping goal theory, this study investigated the relationship between keyword characteristics and seller performance on e-commerce platforms. Empirical analysis was conducted using a dataset of 24,907 keywords collected from 30 product categories on Amazon, a representative global e-commerce platform. Regression analysis revealed that keyword readability, customer characteristic keywords, and brand characteristic keywords had a positive effect on seller sales, while keyword specificity had a negative effect on sales.

소셜미디어 브랜드 메시지의 언어적 특성이 고객인게이지먼트에 미치는 영향

Jungwon Lee(이중원),Yunhye Lee(이윤혜),Cheol Park(박철) 한국경영학회 2021 經營學硏究 Vol.50 No.2

Social media is regarded as a means to increase customer engagement, and the use of social media to induce customer engagement is expanding as a major marketing trend of companies in recent years. According to the speech act theory, it is highly likely that not only the content is trying to convey, but also the communication method affects customer engagement. In this context, this study classified the combinations of various linguistic styles contained in the Twitter messages of global brands into classes, and analyzed the relationship between these classes and customer engagement. For empirical analysis, 17,621 tweet messages from six representative global brands were collected. And after analyzing linguistic characteristics using LIWC 2015, an automated text analysis program, we classified the linguistic style combinations of global brand tweet messages through the Latent Class Analysis method. Using Zero-Inflated Negative Binomial regression analysis, the relationship between the class and customer engagement classified through linguistic style combination was analyzed. As results, the linguistic style combinations of global brand tweet messages were divided into 4 classes, and it was found that there was a difference in customer engagement performance according to each class.

기업의 사회적 책임(CSR) 활동이 재무성과에 미치는 영향: 직무만족도와 기업규모를 중심으로

이중원(Jungwon Lee),박철(Cheol Park) 한국경영학회 2020 經營學硏究 Vol.49 No.4

Corporate Social Responsibility(CSR) activities are increasing, but still have not reached a definitive conclusion as to the impact of CSR activities on financial performance. Prior studies have explained the relationship between CSR activities and financial performance through stakeholder theory, but discussions on internal stakeholders such as employees are limited compared to external stakeholders. Also, there is a limitation that related studies analyze internal stakeholder performance as a dependent variable and cannot explain whether actual CSR activities lead to financial performance. In this context, this study analyzed the relationship between CSR activities and job satisfaction of employees who are internal stakeholders, and the role of the firm size to moderate these relationships. In addition, it was verified whether employee job satisfaction mediates the relationship between CSR activities and corporate financial performance. For empirical analysis, we collected KEJI scores from the Korea Economic Justice Institute and job satisfaction scores from Job Planet for listed companies in Korea. Finally, 260 year-company data that can utilize all the data were analyzed using the Hekman two-stage model. As a result of analysis, it was found that the job satisfaction of employees positively mediates the relationship between CSR activities and financial performance. In addition, the effect of CSR activities on job satisfaction was found to decrease as the size of the company increased.

정보 철학을 어떻게 할 것인가? -정보의 본성, 의미론, 인식론에 관한 철학적 고찰

이중원 ( Lee Jungwon ) 서울시립대학교 도시인문학연구소 2024 도시인문학연구 Vol.16 No.1

21세기 지능정보사회에서 정보는 자연, 인간, 사회의 모든 존재자들의 특성과 상호 관계를 규정하고 이들의 변화를 설명하는 인식적 기반이자, 존재론적 토대가 되고 있다. 정보 철학은 이러한 정보에 기반해서 정보와 연결된 존재론, 인식론, 의미론, 윤리학의 문제들을 메타적인 차원에서 분석하고 탐구한다. 이 글은 정보의 본성에 대한 분석을 토대로 정보의 의미론과 정보의 인식론과 관련한 정보 철학의 중심문제를 구체적으로 제시하고자 한다. 정보의 본성과 관련해서는 정보의 다양한 의미와 계층적 구조를 살펴본다. 정보의 의미론에서는 기호가 의미를 얻게 되는 의미정초 과정을 다양한 관점에서 분석할 것이다. 정보의 인식론에서는 전통적인 인식론의 핵심 문제인 인식의 구조와 과정을 정보이론의 관점에서 분석함으로써 인간의 인식과 인공지능의 인지에 대한 통합적인 이해의 가능성을 보일 것이다. 이는 다음의 두 맥락을 통합적으로 고려하면서 논의될 것이다. 하나는 정보 철학이 기존의 전통적인 철학적 문제를 정보의 관점에서 새롭게 재정립하는 맥락이고, 다른 하나는 지능정보 사회에서 부상한 정보에 대한 철학적 연구의 영역을 새롭게 넓혀나가는 맥락이다. 이는 정보 철학이 21세기 철학에서 갖는 중요성과 의의를 잘 드러내 줄 것이다. 마지막으로 앞으로 정보 철학이 나아갈 바람직한 방향에 대해 몇 마디 제언하고자 한다. In the intelligent information society of the 21st century, information is the epistemological and ontological foundation that defines the nature and interrelationships of all beings in nature, humans, and society, and explains their changes. Philosophy of information analyzes and explores issues of ontology, epistemology, semantics, and ethics related to information at a meta-level. Based on an analysis of the nature of information, this article will specifically present the central issues of information philosophy related to the semantics of information and the epistemology of information With regard to the nature of information, we examine the various meanings and hierarchical structures of information. In the semantics of information, we will analyze the symbol grounding problem by which symbols acquire meaning from various perspectives. The epistemology of information will analyze the structure and process of cognition, a core issue in traditional epistemology, from the perspective of information theory, showing the possibility of an integrated understanding of human cognition and A.I. cognition. This will be discussed by integrating two contexts. One is the context in which information philosophy redefines traditional philosophical problems from the perspective of information, and the other is the context in which it newly expands the scope of philosophical research to emerging informational problems in the intelligent information society. This will show the importance and significance of information philosophy in 21st century philosophy. Finally, I would like to suggest a few words about the desirable direction of information philosophy in the future.