소셜미디어 콘텐츠 특성이 고객인게이지먼트를 매개하여 브랜드 자산에 미치는 영향: 한국과 미국의 비교
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 이중원 | - |
dc.contributor.author | 박철 | - |
dc.date.accessioned | 2022-03-13T22:40:30Z | - |
dc.date.available | 2022-03-13T22:40:30Z | - |
dc.date.created | 2021-12-03 | - |
dc.date.issued | 2021 | - |
dc.identifier.issn | 1226-1874 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/138877 | - |
dc.description.abstract | 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 company's 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. | - |
dc.language | Korean | - |
dc.language.iso | ko | - |
dc.publisher | 한국경영학회 | - |
dc.title | 소셜미디어 콘텐츠 특성이 고객인게이지먼트를 매개하여 브랜드 자산에 미치는 영향: 한국과 미국의 비교 | - |
dc.title.alternative | The Influence of Social Media Content Characteristics on Brand Equity by Mediating Customer Engagement: Comparison between Korea and the US | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | 박철 | - |
dc.identifier.doi | 10.17287/kmr.2021.50.2.283 | - |
dc.identifier.bibliographicCitation | 경영학연구, v.50, no.2, pp.283 - 312 | - |
dc.relation.isPartOf | 경영학연구 | - |
dc.citation.title | 경영학연구 | - |
dc.citation.volume | 50 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 283 | - |
dc.citation.endPage | 312 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART002709094 | - |
dc.description.journalClass | 2 | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | Social media content characteristics | - |
dc.subject.keywordAuthor | brand equity | - |
dc.subject.keywordAuthor | customer engagement | - |
dc.subject.keywordAuthor | international comparison | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
(02841) 서울특별시 성북구 안암로 14502-3290-1114
COPYRIGHT © 2021 Korea University. All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.