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A Study on the Contents Composition and Information Characteristics of Restaurant Franchise Company Blog - Focused on Coffee Franchise -
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외식 프랜차이즈 기업 블로그의 콘텐츠 구성및 정보특성에 관한 연구- 커피 업종을 중심으로 -

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Type
Academic journal
Author
Journal
Korea hotel resort Association 호텔리조트연구 호텔리조트연구 제17권 제3호 KCI Accredited Journals
Published
2018.1
Pages
381 - 401 (21page)

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A Study on the Contents Composition and Information Characteristics of Restaurant Franchise Company Blog - Focused on Coffee Franchise -
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Abstract· Keywords

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The purpose of this study is to analyze the composition and information characteristics of official blog contents of coffee franchise companies and to draw implications of how to use blogs for interactive communication. In order to achieve the purpose of the study, I examined the usages of the official blogs of the domestic coffee franchise with more than 45 franchise stores and analyzed their blog contents. The results are summarized as follows. First, there are 22 companies that have official blogs among 45 or more coffee franchise brand stores. All of them use Naver blog which is the sign-up type blog. Secondly, based on the average value of coffee franchise brands, the exposure strategy shows 1.77, the information diffusion strategy shows 1.81, and the interaction strategy shows 2.59 so that it can be seen that the interaction strategy is used the most. Third, as a result of checking the composition of official blog category of coffee franchise brand, it is found that Coffee Bay runs the largest number of categories and Starbucks runs the least number of categories. Fourth, there was no statistically significant difference between the higher level brands and the lower brands in modernity, interactivity, expertise among the contents information characteristics of the official blog of the coffee franchise, and the information productivity shows a statistically significant difference.
#key words : Coffee Franchise #Social Media #Blog #Communication Strategies

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공정거래위원회 가맹사업거래 홈페이지 google schola 국인선 / 2016 / 외식 프랜차이즈 브랜드의 소셜미디어 활용 방안에 관한 사례연구 - 한국, 미국 간의 비교를 중심으로 - / 외식경영연구 19(1):285~315 dbpia 권봉헌 / 2015 / SNS관광정보 특성이 관광자 만족도 및 신뢰도 그리고 재이용의도에 미치는 영향에 관한 연구 / 호텔리조트연구 14(4):215~233 dbpia 권금택 / 2016 / 블로그 정보특성이 외식업체의 신뢰도와 방문의도에 미치는 영향 / 동북아관광연구 12(4):243~262 dbpia 권상희 / 2005 / 블로그(Blog) 양식: 커뮤니케이터, 구성형태, 내용, 연결성에 따른 장르유형분석 연구 / 사이버커뮤니케이션학보 15(1):93~134 dbpia

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