에너지ㆍ친환경 기업들의 소셜미디어 브랜드 게시글 성공요인 분석

Brand-Post Factors Affecting the Social Media Success : Case of Energy/Eco-Friendly Company Brands in Facebook

Domestic and international energy and eco-friendly companies take advantage of social media for image enhancement and product promotion. However, there were no in-depth empirical analysis to verify specific effectiveness of social media use in these sectors. The purpose of this study is to reveal the key factors that are considered to use social media effectively for energy and eco-friendly companies. For this purpose, we regarded the effectiveness of social media as Post Awareness and Word of Mouth. Characteristics of social media as a medium were measured separately, media richness and media genre, as independent variables of social media effectiveness. We investigated 413 posts in Facebook brand page of energy and eco-friendly companies and conducted a content analysis. As a result, post awareness of users was greater when post has richer media such as video. For media genre, word of mouth appeared to be greater when the posts provide information.