SNS를 활용한 기업 홍보가 기업 이미지에 미치는 영향에 관한 인식 연구

Abstract

본 연구는 기술의 발달과 정보화의 진전으로 새로운 커뮤니케이션 수단인 SNS를 활용한 기업의 홍보가 기업 이미지에 미치는 영향에 대한 인식을 알아보고자 하는데 그 연구 목적이 있다. 과거 기업들은 TVㆍ라디오ㆍ신문ㆍ잡지 등 4대 매체를 중심으로 기업 홍보 활동이 편중되었다. 그러나 정보화 사회와 기술의 발달로 인한 미디어 환경의 변화에 따라 개방화된 온라인 툴과 미디어 플랫폼을 일컫는 SNS는 기업의 홍보 전략을 변화시키고 있다. Social Network Service의 약자인 SNS는 사용자가 다른 사용자와 온라인을 통해 의사소통을 하고 상호 정보를 공유하는 서비스를 일컫는다. 인터넷이라는 혁명적인 기술의 바탕으로 2000년대 이후 급속하게 발달한 정보산업은 2004년 검색의 강자 구글(Goolgle)의 탄생과 함께 더욱 발전하였다. 블로그ㆍ트위터ㆍ페이스북 등으로 대표되는 소셜미디어 커뮤니케이션의 진화 현상이 이어지면서 기업도 이에 맞춰 기업 홍보 전략을 수정하고 있다. 기존의 기업 홍보 방법은 매스 미디어를 활용하여 소비자에게 일방적인 정보 전달을 통해 기업의 이미지를 관리해왔다. 최근에는 소비자가 참여하는 SNS를 활용하여 기업홍보를 하고 있으며, 이를 통해 기업 이미지를 관리하고 있다. 소비자에게 좋은 인식을 심어준 기업 이미지는 그것이 브랜드화가 되고 있다. 이는 곧 기업의 경쟁력과 지속적인 성장의 밑바탕이 되고 있는 것이다. 따라서 본 연구는 SNS의 개념 및 특성, 기업 홍보의 문헌연구를 검토하고 이에 따른 기업 이미지에 미치는 영향에 대한 인식을 규명하고자 한다. 이러한 연구목적의 달성을 위해 기존의 국내외 문헌 고찰과 설문 조사를 실시하였다. 문헌연구는 공공기관의 조사자료, 국내 언론정보대학원 선행 논문, 정기 간행물, 언론 보도자료, 인터넷 등의 자료를 수집하였다. 실증 분석을 위해서 SNS를 활용하고 있는 서비스업과 제조업에 근무하는 임직원을 대상으로 온라인 및 전화 조사의 두 가지 방법을 병행하였다. 또한 상품의 인터넷 적합성, 조직의 지원 역량, 소비자 참여도, SNS 활용, 기업 이미지에 관한 SNS 홍보 활용에 대한 5가지 연구문제를 제시하고 기업체 임직원들의 각 연구문제의 인식에 관해 연구하였다. 또한 기업의 직원 수와 업종으로 분류하여 차이를 알아보았다. 이러한 연구결과에서 연구문제의 각 변수가 기업 이미지에 미치는 영향에 관한 인식에 대해 기업체 임직원들은 <연구문제 4>의 SNS 활용에 대해 가장 높은 인식을 갖고 있었다. 기업의 직원 수에 따른 차이는 조직의 지원역량, 소비자 참여도 그리고 기업 이미지의 SNS 홍보 활용에 대해서 유의미한 차이가 있는 것이 확인 되었다. 서비스업과 제조업 등 업종에 따른 차이를 살펴본 결과, 모두 유의미한 차이가 없는 것으로 나타났다. 대기업 보다 중소기업들이 SNS를 통해 기업 홍보를 하는 것이 소비자에게 기업 이미지의 좋은 인식을 주는 것으로 나타났다. 이러한 관점에서 SNS를 활용한 기업 홍보는 전통적인 미디어에 더하여 기업의 이미지를 높일 수 있는 유용한 홍보 수단으로 사용되고 있다. 소비자들에게 좋은 기업 이미지를 심어주기 위해 SNS를 활용한 기업의 홍보 활동은 매우 중요한 관점으로 다가오고 있는 것이다.|The study has its purpose on figuring out the effect of corporate communication using a new communication method called SNS, which was created as a result of the development of technology and information, on the corporate image. Companies used to perform corporate communications leaned too much toward four big mass media such as television, radio, newspapers, and magazines in the past. However, the companies started to apply change in their corporate communication strategy by adding SNS, which is an online tool and media flat-form opened according to the change in media environment due to information age and development of technology. SNS stands for Social Network Service and it represents a service that one user communicate with other users through online to exchange information. Based on the revolutionary technology, Internet Explorer, the information industry rapidly developed in 2000s and more rapidly with the creation of Google, an incredible searching tool, in 2004. As the social media communications, such as blogs, Twitter, and Facebook, continue their evolutions, companies modify their corporate communication strategy accordingly. The original corporate communication method were delivering one-sided information to consumers and controlling corporate images through mass media. However, the companies use SNS that induce participation of consumers for their corporate communication and for controlling of their images. Corporate images depend on the success of imprinting positive images to the consumers. Positive corporate images are becoming the base of competitiveness and continual growth of the companies. Therefore, the study tries to identify effect of SNS on the corporate images by examining the notion and characteristics of SNS and references about corporate communication. In order to achieve the purpose of the study, the current domestic and foreign references were studied and surveys were performed. For references, investigation resources from the public institutions, previous studies from the domestic media information graduate schools, periodicals, press information, and internet data were collected. For the actual analysis, two survey methods, online research and telephone survey, were performed to the executives and staffs of the service companies and manufacturing business that use SNS. Five research questions about adequacy of a good for internet, capability of corporations for support, participation rate of consumers, SNS usage, and application of SNS for the corporate communication for their images were suggested and the cognition of the executives and staffs about each questions were studied. At the same time, the number of workers and type of business were classified to examine the differences. As the result of the study, it was shown that the executives and staffs for the corporations had the highest awareness about the question number 4, SNS usage, among the questions related to the awareness about the effect of each variable on the corporate image. According to the study about the differences due to the number of the workers at a corporation, there were significant differences in the capability of the support from corporations, consumer participation, and use of SNS for corporation image. As the result of looking at the difference according to the service business and manufacturing business, there was no significant difference. It was shown that small and medium-sized companies are able to show more positive corporate images to the consumers when using SNS for their corporate communication that major companies do. According to this point of view, SNS are used as a useful corporate communication method to make better corporate image in addition to traditional media. Corporate communication activity using SNS are becoming an important part for the corporations to build positive corporation image.; The study has its purpose on figuring out the effect of corporate communication using a new communication method called SNS, which was created as a result of the development of technology and information, on the corporate image. Companies used to perform corporate communications leaned too much toward four big mass media such as television, radio, newspapers, and magazines in the past. However, the companies started to apply change in their corporate communication strategy by adding SNS, which is an online tool and media flat-form opened according to the change in media environment due to information age and development of technology. SNS stands for Social Network Service and it represents a service that one user communicate with other users through online to exchange information. Based on the revolutionary technology, Internet Explorer, the information industry rapidly developed in 2000s and more rapidly with the creation of Google, an incredible searching tool, in 2004. As the social media communications, such as blogs, Twitter, and Facebook, continue their evolutions, companies modify their corporate communication strategy accordingly. The original corporate communication method were delivering one-sided information to consumers and controlling corporate images through mass media. However, the companies use SNS that induce participation of consumers for their corporate communication and for controlling of their images. Corporate images depend on the success of imprinting positive images to the consumers. Positive corporate images are becoming the base of competitiveness and continual growth of the companies. Therefore, the study tries to identify effect of SNS on the corporate images by examining the notion and characteristics of SNS and references about corporate communication. In order to achieve the purpose of the study, the current domestic and foreign references were studied and surveys were performed. For references, investigation resources from the public institutions, previous studies from the domestic media information graduate schools, periodicals, press information, and internet data were collected. For the actual analysis, two survey methods, online research and telephone survey, were performed to the executives and staffs of the service companies and manufacturing business that use SNS. Five research questions about adequacy of a good for internet, capability of corporations for support, participation rate of consumers, SNS usage, and application of SNS for the corporate communication for their images were suggested and the cognition of the executives and staffs about each questions were studied. At the same time, the number of workers and type of business were classified to examine the differences. As the result of the study, it was shown that the executives and staffs for the corporations had the highest awareness about the question number 4, SNS usage, among the questions related to the awareness about the effect of each variable on the corporate image. According to the study about the differences due to the number of the workers at a corporation, there were significant differences in the capability of the support from corporations, consumer participation, and use of SNS for corporation image. As the result of looking at the difference according to the service business and manufacturing business, there was no significant difference. It was shown that small and medium-sized companies are able to show more positive corporate images to the consumers when using SNS for their corporate communication that major companies do. According to this point of view, SNS are used as a useful corporate communication method to make better corporate image in addition to traditional media. Corporate communication activity using SNS are becoming an important part for the corporations to build positive corporation image.