Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Social media and its impact on management performance and recognition: focusing on social media utilization of senior corporate

소셜미디어 특성이 경영성과 및 인지도에 미치는 영향: 시니어기업의 고객·마케팅관리를 중심으로

  • Kim, In-Ki (Department of Information Management, Graduate School Of Venture, Hoseo University) ;
  • Jeon, In-oh (Department of Information Management, Graduate School Of Venture, Hoseo University)
  • 김인기 (호서대학교 벤처대학원 정보경영학과) ;
  • 전인오 (호서대학교 벤처대학원 정보경영학과)
  • Received : 2015.08.20
  • Accepted : 2015.10.20
  • Published : 2015.10.28
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Abstract

Social media marketing should be approached in a different way from traditional media marketing. This study uses a theoritical and empirical method to analyze what impact social media's key elements - provide information, interactivity and playfulness - have on corporate performance and awareness. As a result, the increase in the level of provide information, and the level of interactivity turned out to have positive impact on corporate performance and awareness. To improve the impact of social media on corporate performance, it is better to use it more extensively for customer management and marketing, rather than simply focusing on a specific part of social media. In conclusion, it is important to have a better understanding of the key elements of social media in order to improve corporate performance and image. In a situation where senior firms are increasingly adopting social media, it is increasingly important to have social media-related PR marketing subject included in senior education.

소셜미디어를 활용한 마케팅에서 기존의 전통매체와 달리 새로운 방식으로 접근할 필요성이 있다. 본 연구는 이론적 실증적 연구를 통해 소셜미디어의 특성인 정보제공성, 상호작용성, 유희성 그리고 브랜드 인지도가 경영성과와 기업인지도에 미치는 영향관계를 검증하였다. 그 결과 정보제공성 특성이 높아질수록 또한 상호작용성 특성과 브랜드 인지도관리 특성이 높아질수록 기업성과도 높아지는 것으로 조사되었다. 그러나 유희성 특성이 높아질수록 기업인지도에는 음(-)의 영향을 미치는 것으로 나타났다. 소셜미디어를 활용하는 사용자는 연령별로도 이용자의 개인 성향과 이용동기에 따라 소셜미디어 이용정도와 이용방식에도 유의적인 영향을 미치는 것으로 나타났다. 결론적으로 소셜미디어 특성과 경영성과에 있어 소셜미디어의 특정 부분만 관리하는 것이 아니라 고객관리활용과 마케팅활용의 중요함을 제시하였으며 기업의 경영성과 및 이미지를 높이기 위해서는 소셜미디어의 특성에 대한 활용이 중요하고 시니어기업의 소셜미디어 활용도가 갈수록 높아지는 만큼 시니어관련 교육에 소셜미디어 관련 홍보마케팅 항목이 필수적임을 알 수 있었다.

Keywords

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