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The Effects of Brand SNS Characteristics on Brand Performance in Mobile SNS Environments : Focused on the Influence of Brand Experience Information Sharing and Brand Image Congruence between Korea and U.S.
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모바일 소셜 네트워크 환경에서 브랜드 SNS 특성이 브랜드 성과에 미치는 영향에 관한 연구 : 브랜드 체험정보 공유성과 브랜드 이미지 적합성의 한미간 영향력 비교를 중심으로

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Type
Academic journal
Author
Thae Min Lee (충북대학교) Jin Seng Kang (우정공무원교육원)
Journal
Global e-Business Association The e-Business Studies Vol.19 No.1 KCI Accredited Journals
Published
2018.2
Pages
57 - 76 (20page)
DOI
10.20462/TeBS.2018.2.19.1.57

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The Effects of Brand SNS Characteristics on Brand Performance in Mobile SNS Environments : Focused on the Influence of Brand Experience Information Sharing and Brand Image Congruence between Korea and U.S.
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In the study, the effects of brand experience information sharing and brand image congruence on brand SNS intensity and brand WOM was investigated on the cross-cultural basis. According to empirical results, brand experience information sharing and brand image congruence have a significant effect on brand SNS intensity. The effect of brand SNS intensity on brand WOM was also validated. There are cultural effects in the empirical relationship between brand SNS characteristics and brand SNS intensity. The effect of brand experience information sharing on brand SNS intensity was greater for U.S. consumers than for Korean consumers. On the contrary, the effect of brand image congruence on brand SNS intensity was greater for Korean than for Americans. the effect of brand image congruence on brand SNS intensity was greater for Korean than for Americans. The effect of brand SNS intensity on brand WOM was greater for U.S. consumers than for Korean consumers. Based on empirical results, managerial implications for effective global brand communication strategy in smartphone-based mobile SNS environments.
#Mobile Social Network #Korea #U.S. #Culture #Brand Experience Information Sharing #Brand Image Congruence #Brand SNS Intensity #모바일 소셜 네트워크 #한국 #미국 #문화 #브랜드 체험정보 공유성 #브랜드 이미지 적합성 #브랜드 SNS 활용강도

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 모형 및 가설
Ⅳ. 연구방법 및 실증분석
Ⅴ. 결론 및 시사점
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