금융소비자 보호 이슈에 따른 금융회사의 소셜 미디어 커뮤니케이션 행태에 관한 내용분석 연구 페이스북 팬페이지를 중심으로 = Financial Firms’ Use of Facebook for Relationship Management and Strategic Communication in Response to the Issues of Financial Consumer Protection

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine how major financial firms in South Korea enact utilize facebook fan-pages for relational maintenance and strategic communication in response to the socio-political and regulatory changes on financial consumer protection under the light of an issue management perspective. Specifically, this study aims to investigate whether different types of financial firms display different levels of relational maintenance strategies, message strategies, and communication tools presented in their facebook fan-pages in 2013 when the societal issues and political agenda of financial consumer protection and welfare were developed and embodied in the financial marketplace. To this end, 716 relational maintenance strategies, 316 cover-stories, and 7569 corporate posting messages presented in 77 financial firms’ facebook fan-pages were analyzed for the presence and quality of variables identified in the public relations and advertising literature as measures of relational maintenance strategies, financial services advertising appeals, and services integrated marketing communication. Results show that despite the increasing adoption of the facebook communication practice and the importance of financial consumer protection, many financial firms still do not seem to harness the unique potential of a facebook to the fullest extent for building and maintaining relationships with the public. However, financial firms differently use message strategies in cover-stories and communication tools in posting messages to maximize the effectiveness of their advertising and promotion efforts in conjunction with the scope and level of financial consumer protection issues. This paper is the fist attempt to provide a longitudinal overview of the state of financial firms’ facebooks and strategies. In addition, this paper give an insight into how financial firms’ facebook fan-pages can serve as a real issue management tool in helping to promote financial consumer welfare.