기술 블로그의 온라인 평판 구성 요소 연구: 브랜디를 중심으로

Abstract

웹과 모바일 환경이 발달함에 따라 검색은 가장 중요한 도구가 되었으며, 이에 따라 역량과 전문성이 온라인에 드러나길 원하는 모든 개인과 기업은 검색결과에 관심을 가지게 되었다. 이에 본 연구는 모바일 패션 커머스 플랫폼 기업으로 평판을 구축하고자 하는 주식회사 브랜디의 기술 블로그를 개설하고 그 구성 요소와 내용을 1년 5개월 간 확인하였다. 이를 위해 우선 온라인 평판의 개념을 이해하고 기술 블로그의 개념과 기능을 정리하였으며, 현재 운영 중인 여러 e커머스 플랫폼의 기술 블로그 사례 및 동향을 분석하였다.; With the development of the web and mobile environment, search windows have become the most important tool, which has led to interest in search results screens for all individuals and businesses who want to display their capabilities and expertise online. Now, people do not memorize knowledge, but recognize that the behavior of turning on the web and mobile search windows if they don't know anything, and the resulting screen is important. As a result, the content agency produced content focusing on search words, keywords and trends, and used the number of views and comments as the criteria for online influence. In the digital age, however, figures to achieve short-term performance have become hard to define as truly conducive to the online influence of individuals and companies. If figures such as the number of exposure and number of views are the criteria for performance, it is obvious that companies that invest heavily in advertising promotion costs will be winners online. Because of this, large Korean portals such as Naver and Kakao continue to worry about search engines, and companies such as Google are actually turning out and applying various alternatives to provide valuable content to users facing the seach result screen. Although AI is automatically selected and recommended valuable contents through the combination of AI in search engines, there are also different criteria for each individual, and there are concerns that AI's recommendation criteria could soon become good content standards. In this case, content creators hoping to be frequently exposed to search engines will only produce content that meets AI's criteria, thereby reducing the variety of content. This study opened a technical blog of BRANDI, a corporation that wanted to build a reputation as a mobile fashion commerce platform company, and identified its components and contents for one year and five months. First, we understood the concept of online reputation, put together the concepts and functions of technology blogs, and analyzed the technology blog cases and trends of the various e-commerce platforms in operation. Through this definition of concept and case analysis, the four criteria for evaluation were established: 'information content' to check the amount of blog content and quality of content information, 'information power' to check the degree of design of various forms of media and interfaces for the delivery of information, 'information attributes' to determine whether information is up-to-date, and 'information disclosure' to check the accessibility and easeof use of information by device. The statistical results of the actual working technical blog were analyzed to meet these evaluation criteria. However, there is a regret for the analysis results in that not only do technical blogs lack operational cases, but also take a lot of time to build a reputation. However, online, corporate channels are actively operated in various formats, including corporate culture blogs and supporters blogs, This is a necessary activity for businesses in that it is an act to give trust to potential customers through online search. This study will look at the components of a corporate blog focused on technology blogs through statistics and see if corporate content production activities are conducive to positive reputations.