본 연구는 최근 사용이 급증하는 SNS에서 기업이 사용하는 이모티콘이 소비자에게 어떠한 영향을 미치는가를 규명하였다. 실제로 SNS에서 다수의 기업들이 소비자와 대화할 때 이모티콘을 자연스럽게 사용하지만, 이러한 이모티콘이 실제로 어떠한 효과를 나타내는지를 규명하는 연구는 극히 제한되었다. 이에 본 연구는 트위터에서 기업이 사용하는 이모티콘이 어떠한 소비자 반응을 이끌어내는가를 검증하였으며, 이모티콘에 대한 소비자의 심리적 반응에 초점을 맞추었다. 본 연구에서는 먼저 트위터에 이모티콘이 사용된 실험물과 이모티콘이 사용되지 않은 실험물을 집단별로 노출시키고 설문에 응답하도록 하였다. 연구결과, 이모티콘이 사용되지 않은 조건보다 사용된 조건에서 지각된 상호작용성과 실재감이 더 높게 나타났다. 다음으로, 이모티콘의 사용에 따른 지각된 상호작용성과 실재감이 소비자의 브랜드 경험에 어떠한 영향을 미치는가를 분석하였는데, 연구결과 지각된 상호작용성과 실재감은 브랜드 경험에 긍정적 영향을 미쳤으며, 다시 브랜드 경험은 브랜드 충성도에 긍정적 영향을 미치는 것으로 나타났다. 본 연구는 기업이 SNS에서 소비자와 소통할 때 이모티콘이 소비자에게 어떠한 영향을 미치는가를 실증적으로 규명하고 있다. 이러한 연구 결과는 기업이 SNS에서 소비자와 효과적인 커뮤니케이션을 수행하는 데에 있어 실무적 지침을 제공하고 있다.
As experience-based marketing becomes increasingly popular in various fields, consumers are interacting with products in online environments, thus simulating a new form of brand experience, from direct to indirect experiences, on the Internet. Thus, academic interest in the realm of brand experience has concomitantly expanded to online as well as offline. This study investigates the effects of emoticons in SNS communication. Recently, SNS has exhibited strong indications of becoming a vital communication tool for firms, and emoticons are generally used in SNS communication. However, there has been, to date, only limited research conducted in this field and the effects of emoticons remains uncertain. Thus, the significance of this study lies in its attempt to analyze the effects of emoticons in Twitter-based marketing communication. This study proposes a stimulus-organism-response (S-O-R) based framework. It first employs emoticons in response to the stimulus, and considers perceived interactivity, social presence and brand experience to the organism mediating processes between the stimulus and the consumer response. The response is the conclusion of the internal processes of the organism. This study posits brand loyalty to the response. In the empirical study, we obtained data from a panel survey of online consumers in Korea through an online research agency. The sample consisted of 233 Twitters users between the ages of 19 and 39. The present study about emoticons revealed interesting results. First, the use of emoticons were significantly related with perceived interactivity and social presence and thus the use of emoticons could be effective communication tool in Twitter-based marketing communication. Also, perceived interactivity and social presence were significantly related with brand experience. This result suggested that perceived interactivity and social presence are antecedents of brand experience on SNS. Lastly brand experience has a positive relationship with brand loyalty. Based on these results, theoretical and practical implications are discussed and directions for further research proffered.
박현구 (2005). 온라인 환경의 이모티콘과 비언어 행위의 관계. 언론과학연구, 5(3), 273-302.
류주연, 김정구 (2013). 브랜드 경험에 따른 긍정적 감정이 자아인식의 향상과 브랜드 애호도에 미치는 영향. 마케팅연구, 28(4), 57-80.
배병렬 (2006). 구조방정식모델링, 서울: 청람.
유병관, 송지희, 이성호 (2009). 인터넷 쇼핑몰에서 사회적 실재감(Social Presence)이 소비자들의 인지된 상호작용성(Perceived Interactivity)에 미치는 영향. e-비즈니스연구, 10(3), 395-414.
유은아 (2015). 소셜미디어 시대, 소비자 중심의 브랜드 경험에 관한 척도개발과 타당화 연구. 중앙대학교 대학원 박사학위논문.
이경렬 (2012). 브랜드 앱에 대한 이용자의 체험이 브랜드성과에 미치는 영향에 관한 연구-텔레프레즌스의 매개변인으로서의 역할을 중심으로. 한국심리학회지: 소비자-광고, 13(4), 467-488.
이유재, 유재미 (2010). TV 광고와 인터넷 검색이 만났을 때. 마케팅연구, 25(1), 1-24.
이은선, 김미경 (2012). 마케팅 커뮤니케이션 수단으로서의 기업 페이스북 팬페이지 이용행태 분석. 광고학연구, 23(2), 31-55.
이재신, 김봉수 (2009). 인지된 상호작용성의 선행요인: 영상전화를 중심으로. 한국방송학보, 23(5), 258-295.
이희정 (2013). 사회적 자본과 정보의 특성이 SNS 內 (내)의 상호작용에 미치는 영향. 마케팅연구, 28(2), 109-133.
최지은 (2015). 인터넷 쇼핑몰에서의 이모티콘 사용에 대한 소비자 반응 연구: 성별 차이를 중심으로. 기업경영연구, 59(단일호), 199-214.
Aaker, D. A. (1996). Building Strong Brands: Building, Measuring, and Managing Brand Equity. The Free Press, N.Y.
Aula, P. (2010). Social Media, Reputation Risk and Ambient Publicity Management. Strategy & Leadership, 38(6), 43-49.
Barsky, J. D., Nash, L. (2002). Evoking Emotion: Affective Keys to Hotel Loyalty. Cornell Hotel & Restaurnt Administration Quarterly, 43(1), 39- 46.
Berry,. L. L., & Carbone, L. P., & Haeckel, S. H. (2002). Managing the Total Customer Experience. MIT Sloan Management Review, 43(3), 85-89.
Biocca, F. (1997). The Cyborg's Dilemma: Progressive Embodiment in Virtual Environments. Journal of Computer‐Mediated Communication, 3(2), http://www.ascusc.org/jcmc/vol3/issue2/biocca2.html.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?. Journal of Marketing, 73(3), 52-68.
Chandy, R. K., & Tellis, G. J. (1998). Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize. Journal of Marketing Research, 35(4), 474-487.
Chaudhuri, A., & Holbrook, M. B. (2002). Product-class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect. The Journal of Brand Management, 10(1), 33-58.
Cliffe, S. J., & Motion, J. (2005). Building Contemporary Brands: A Sponsorship-based Strategy. Journal of Business Research, 58(8), 1068-1077.
Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The Role of Social Presence in Establishing Loyalty in e-service Environments. Interacting with Computers, 19(1), 43-56.
Derks, D., Bos, A. E., & Von Grumbkow, J. (2007). Emoticons and Social Interaction on the Internet: The Importance of Social Context. Computer in Human Behavior, 23(1), 842-849.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses. Psychology & Marketing, 20(2), 139- 150.
Fiore, A. M., Kim, J., & Lee, H. H. (2005). Effect of Image Interactivity Technology on Consumer Responses Toward the Online Retailer. Journal of Interactive Marketing, 19(3), 38-53.
Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and Vividness Effects on Social Presence and Involvement with a Web-based Advertisement. Journal of Business Research, 58(3), 387-396.
Fulk, J., Steinfield, C. W., Schmitz, J., & Power, J. G. (1987). A Social Information Processing Model of Media Use in Organizations. Communication Research, 14(5), 529-552.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS quarterly, 27(1), 51-90.
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395-410.
Hassanein, K., & Head, M. (2005). The Impact of Infusing Social Presence in the Web Interface: An Investigation Across Product Types. International Journal of Electronic Commerce, 10(2), 31-55.
Hoffman, D. L., Novak, T. P., & Chatterjee, P. (1995). Commercial Scenario for the Web: Opportunities and Challenges. Journal of Computer Mediated Communication, 1(3), 1-20.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Huang, A. H., Yen, D. C., & Zhang, X. (2008). Exploring the Potential Effects of Emoticons. Information & Management, 45(7), 466-473.
Jibril, T. A., & Abdullah, M. H. (2013). Relevance of Emoticons in Computer-mediated Communication Contexts: An Overview. Asian Social Science, 9(4), 201-207.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media. Business Horizons, 54(3), 241-251.
Klaus, P., & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55(2), 227-246.
Luor, T. T., Wu, L. L., Lu, H. P., & Tao, Y. H. (2010). The Effect of Emoticons in Simplex and Complex Task-Oriented Communication: An Empirical Study of Instant Messaging. Computers in Human Behavior, 26(5), 889-895.
Macias, W. (2003). A Preliminary Structural Equation Model of Comprehension and Persuasion of Interactive Advertising Brand Web Sites. Journal of Interactive Marketing, 3(2), 36-48.
Meyer, C., & Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review, 85(2), 1-11.
Murugesan, S. (2007). Understanding Web 2.0. IT Professional, 9(4), 34-41.
Newman, J. W., & Werbel, R. A. (1973). Multivariate Analysis of Brand Loyalty for Major Household Appliances. Journal of Marketing Research, 10(4), 404-409.
Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63(Special Issue), 33-44.
Qiu, L., & Benbasat, I. (2009). Evaluating Anthropomorphic Product Recommendation Agents: A Social Relationship Perspective to Designing Information Systems. Journal of Management Information Systems, 25(4), 145-182.
Schmitt, B. H. (1999). Experiential marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand. Simon and Schuster, N.Y.
Shaw, C., & Ivens, J. (2002). Building Great Customer Experiences. Palgrave Macmillan, N.Y.
Short, J., Williams, E., & Christie, B. (1976). The Social Psychology of Telecommunications. John Wiley & Sons, London.
Sicilia, M., Ruiz, S., & Munuera, J. L. (2005). Effects of Interactivity in a Web Site: The Moderating Effect of Need for Cognition. Journal of Advertising, 34(3), 31-44.
Tsai, W. S., & Men, L. R. (2013). Motivations and Antecedents of Consumer Engagement with Brand Pages on Social Networking Sites. Journal of Interactive Advertising, 13(2), 76-87.
Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007). Can a retail web site be social?. Journal of Marketing, 71(3), 143- 157.
Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-45.
Zaglia, M. E. (2013). Brand Communities Embedded in Social Networks. Journal of Business Research, 66(2), 216-223.
.png){kind=logo}
