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What Kinds of Replies Do You Want?: A Content Analysis of Consumers' Replies in Corporates' Facebook Fanpages
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어떤 댓글을 원하는가?: 기업 페이스북 팬페이지의 소비자 댓글에 대한 내용분석

논문 기본 정보

Type
Academic journal
Author
Sung-Kyung Lee (중앙대학교) Jang-Sun Hwang (중앙대학교)
Journal
한국광고학회 광고학연구 광고학연구 제31권 제5호 KCI Accredited Journals
Published
2020.1
Pages
143 - 183 (41page)

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What Kinds of Replies Do You Want?: A Content Analysis of Consumers' Replies in Corporates' Facebook Fanpages
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Research history (2)

2020

Content analysis of consumers'' reply on corporate Facebook fan-page
이성경 광고홍보학과 2020.01 Thesis
What Kinds of Replies Do You Want?: A Content Analysis of Consumers‘ Replies in Corporates‘ Facebook Fanpages
Sung-Kyung Lee ,  Jang-Sun Hwang 광고학연구 2020.01 Academic journal
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Abstract· Keywords

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The current study focuses on consumers’ replies for postings in the corporate’s Facebook fanpages, which make critical roles for online WOM. While the majority of existing literatures emphasized the corporate’s postings in the platform, the study sheds light on the replies, and analyzed the contents to investigate their characteristics and attributes. A total of 166 postings and their 2254 replies within 10 corporates’ fanpages, were analyzed; types and attributes of replies by types of postings were examined. Additionally, three types of consumers’ responses in Facebook - ‘like,’ ‘share,’ and ‘reply’-were analyzed in terms of their relevances to postings. The study yields some specific suggestions for how communication objectives and goals should be setup with various kinds of postings.
#댓글 #페이스북 #팬페이지 #내용분석 #메시지전략

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References (74)

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Aaker, J. L. / 1998 / Empathy versus pride : The influence of emotional appeals across cultures / Journal of Consumer Research 25(3):241~261 google schola 안대천 / 2012 / SNS유형별 광고속성 평가 및 태도에 관한 연구: 블로그, 트위터, 페이스북, 유튜브의 비교 / 광고학연구 23(3):53~84 google schola 배지양 / 2009 / 댓글의 품질 및 방향성이 영리기업의 사회공헌활동에 대한 공중의 책임성인식, 태도, 구매의도, 구전활동의도에 미치는 영향 / 광고학연구 20(5):7~37 dbpia Boyd, D. M. / 2007 / Social network sites : Definition, history, and scholarship / Journal of Computer‐Mediated Communication 13(1):210~230 google schola Brister, J. M. / 1991 / Word of mouth communication and their effects in consumer network / Advances in Consumer Research 18:155~159 google schola

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