• The Journal of Asian Finance, Economics and Business
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• v.6 no.2
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• pp.147-160
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• 2019

Compared with the research on consumer engagement in brand community, the research on consumer engagement in brand public has been relatively less. This research aimed at exploring how brand public characteristics such as information variety, various communications and no limitation in expressing self affect the brand public engagement. 274 questionnaires answered by Chinese consumers are used to conduct analysis. Principal component analysis is used to test the reliability and validity of each construct, and structural equation model is used to test hypotheses. The study finds the positive effects of information variety on information benefits, those of various communications on social benefits, and also positive roles of no limitation in expressing self to brand-related self-expression motivation. And each of the information benefits, social benefits and brand-related self-expression motivation is proved to positively affect brand public engagement. The study implies that marketers should give attention to characteristics of brand public, and provide the ways by which members of brand public engage the brand. Additionally, marketers should pay more attention to both direct and indirect engagement activities of consumers toward brand public in social media to better understand their target consumers.

• The Korean Journal of Franchise Management
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• v.11 no.2
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• pp.23-39
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• 2020

Purpose: Social Network Sites(SNS) have been grown up as a public communication channel consumer frequently participate in. Most of food service brands are utilizing social media for advertising recently. As a result of SNS marketing, food service brands anticipate positive outputs from SNS engagement and consumer brand engagement so that we need to verify structural relationship among SNS characteristics, SNS engagement and consumer brand engagement. Research design, data, and methodology: This study identifies that SNS characteristics have effects on SNS engagement and examines relationship between SNS engagement and behavioral engagement. We conceptualize SNS characteristics as information quality, hedonic level and interaction. Furthermore, SNS engagement is composed of SNS participation, positive word of mouth(WOM). In order to verify the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Sample data were collected from 433 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The findings of this research are as follows. First, information quality is positively related with SNS participation. Hedonic level and interaction have impacts on SNS participation and positive WOM respectively. Second, SNS participation has positive effects on positive WOM. Third, both SNS participation and WOM influence behavioral engagement respectively. Conclusions: The implications demonstrate that SNS characteristics such as information quality and hedonic level and interaction exert effects for consumer to participate in SNS brand page. Meanwhile, hedonic level and interaction influence on positive WOM but information quality doesn't. SNS participation and positive WOM affect consumer to engage in specific brand behaviorally as well. Therefore, food service brand marketer is required to manage SNS information quality and hedonic level and interaction among members to encourage SNS participation and positive WOM. As SNS participation and positive WOM increases behavioral engagement of consumer, marketer needs to incentivize SNS participation and look after situation of positive WOM and respond swiftly.

• International Journal of Contents
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• v.12 no.3
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• pp.59-68
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• 2016

This study investigates perceived social presence, perceived interactivity, perceived enjoyment, and perceived trust as antecedents of consumer engagement. We measured the attitudinal and behavioral brand loyalty as consequences of consumer engagement in social media. Our findings suggest that perceptions of social presence, enjoyment, and trust are significantly related to consumer engagement. Conversely, perceived interactivity has no positive influence on consumer engagement. In addition, consumer engagement is found to have a significant impact on both attitudinal and behavioral brand loyalty. The study revealed that, in the modified model, covariance paths among the proposed antecedents of consumer engagement (namely the perceived social presence, interactivity, enjoyment, and trust) are statistically significant. In this paper, we also discuss limitations of the study and future research.

• Korean Journal of Artificial Intelligence
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• v.11 no.2
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• pp.29-38
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• 2023

The purpose of this study is to explore how citizens perceive application of the metaverse platforms for city marketing and investigate factors that affect overall attitude for citizen relationship management in the public sector. In particular, this study investigates the following: i) how factors including perceived city brand value, public service, emotional value, experience, personalization, economic value, social value, and cultural value on overall attitude and ii) how overall attitude affects intention to use of metaverse for the public sector and citizen satisfaction. This study conducted an online survey with the assistance of a well-known research firm. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results found that effects of perceived city brand value, emotional value, information, economic value, social value, and cultural value on overall attitude toward metaverse application for the public sector showed significance. The results provide managerial and policy implications for the public sector on how to apply metaverse to provide public services and enhance engagement with citizens. The results also provide implications which aspects should be considered to enhance citizen relationship management and to build the better city brand value by applying metaverse.

• Journal of the Korea Convergence Society
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• v.6 no.5
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• pp.199-206
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• 2015

This study is the convenience Facebook brand fan page users who seek functional, emotional, divided into three levels of symbolic benefits to the brand benefit was to examine whether structurally affect to brand attachment and brand commitment. Results and emotional benefits are found to affect the brand attachment relative to the functional convenience. In addition, the symbolic benefits were to affect brand attachment compared with the functional convenience. But the emotional benefits and symbolic benefits was shown to affect different brand without attachment, brand attachment points have been identified that affect the antecedents of brand engagement.

• Journal of the Korea Convergence Society
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• v.8 no.6
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• pp.1-7
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• 2017

This study examined how the memory effect and the brand attitude effect differ according to the interaction (high / low) and the involvement (high / low) of digital signage. The two-way MANOVA analysis using SPSS 18 was used for the empirical analysis. The results of this study are as follows: First, GRM is recalled if the level of interactivity and inffence of digital signage is low, but if both conditions are high, ARM recalls. Second, if the interaction of digital signage is low and the level of engagement is high, a lot of memory information is formed that forms the overall attitude of the product. In addition, even though the interaction level is high and the engagement is low, the attitude cognitive response through the overall evaluation is formed rather than the attribute information. Third, brand attitude was positive when interactivity level was high and engagement level was high.

• Knowledge Management Research
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• v.23 no.3
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• pp.65-88
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• 2022

Companies actively engage with the public through social media to enhance sales and promote brand awareness, which was further encouraged by the pandemic. However, previous studies tend to consider companies as a group of identical features. This study focuses on the differences between B2B and B2C companies' social media content strategy in relation to user engagement. This study categorized KOSPI 100 companies that manage Facebook corporate fan pages into B2B and B2C, and then analyzed the contents they posted from January 1 to December 31, 2020. The result showed that B2C companies tended to use videos over images, prefer hashtags, and comment its product name more often compared to B2B companies. B2B companies preferred images, used more hyperlinks, and mentioned its company name more often. In B2B companies, images and length of text had positive effects on user engagement, while hyperlink and URL had negative effects. B2C companies' text length had positive effect on user engagement. This study provides practical implications to PR practitioners for establishing a social media strategy which enhances user engagement.

• Journal of Intelligence and Information Systems
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• v.26 no.1
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• pp.75-95
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• 2020

With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the company's Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebook's 'OK', 'Attachment', 'Share', and 'Number of Click' which are the dependent variables of this study. in order to measure the outcome of the target, the consumer's response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebook's ad numbers 'reach', 'exposure', 'like', 'share', 'comment', 'clicks', and 'CPC' depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebook's user behavior were analyzed using regression analysis. Content materials are related to the content's difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users' interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users' behavior would be different depending on the language and formality. For dependent variables, 'OK' and 'Full Click Count' are set by every user's action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the dependent variable, and found that 'good' factors such as 'self association', 'actual use', and 'hidden' are important. Could. Material difficulties', 'actual participation' and 'large scale * difficulties'. In addition, variables such as 'Self Connect', 'Actual Engagement' and 'Sexual Sexual Attention' have been shown to have a significant impact on 'Full Click'. It is expected that through research results, it is possible to contribute to the operation and production strategy of company Facebook operators and content creators by presenting a content strategy optimized for the purpose of the content. In this study, we defined each independent variable in the existing research literature and analyzed its effect on the dependent variable, and we could see that factors on 'good' were significant such as 'self-association', 'reality use', 'concernal material difficulty', 'real-life involvement' and 'massive*difficulty'. In addition, variables such as 'self-connection', 'real-life involvement' and 'formative*attention' were shown to have significant effects for 'full-click'. Through the research results, it is expected that by presenting an optimized content strategy for content purposes, it can contribute to the operation and production strategy of corporate Facebook operators and content producers.