기업 페이스북을 통한 사이트 유입이 고객 재방문에 미치는 영향 : 사이트 평균 방문깊이의 조절효과를 중심으로

Abstract

Social media is one of the important marketing channels for companies, changing the way interacting with customers. Marketers attract participation from customers’ in social media platforms by producing branded content, which helps them gain various marketing results such as brand awareness, web traffic, and sales. The number of the empirical studies on the effects of social media on marketing performance is still low although various success stories and studies have been published. In particular, IT companies are trying to attract users onto their websites with social media content and promotions; however, they regard the number of the visitors as a vanity metric, which has little effectiveness. The study examined the Effect of the site introduced via Facebook, a typical social medium, on customers’ revisit. Precedent studies proved that revisit, one of forms of major visit for satisfactory results of a website, is suitable for analyzing the operational output on Facebook pages. The results of the study demonstrated that Facebook content has a positive impact on website inflows and revisits. Also, it turns out that the higher the average website visit depth reinforces the positive relationship between the rate of the inflow and that of the site revisit.