기업의 소셜미디어 활용방안에 대한 연구

• 영문명: A Study on the Effective Utilization of Social Media in Organizations : A Focus on Twitter
• 발행기관: 한국IT서비스학회
• 저자명: 이재남(Jae-Nam Lee) 변유진(Eujean Byun) 한재민(Jaemin Han)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제10권 제4호, 149~169쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.12.31

영문 초록

As the number of smart phone users increases, many organizations begin to adopt social media rapidly to diversify communication channels with customers. Specifically, twitter, which supports instant and two-way communications between users and between organizations and users, has been adopted by many organizations as an efficient way not only to identify new customers but also to retain existing customers. However, little attention has been given to the issue on how organizations can effectively use twitter to improve customer satisfaction. To explore the issue, this study proposes two major dimensions, customer participation and organization resource utilization, which should be considered in building a utilization strategy for twitter in organizations. We then develop four different combinations along with these dimensions-follow, mention, retweet, and review types. Based on case studies of 27 organizations that use twitter, we evaluate the degrees of customer participation, resource utilization, and customer satisfaction, and examine matching or mismatching of the adoption purpose of twitter and its actual utilization. The study results reveal that organizations in the matching group show higher customer satisfaction that those in the mismatching group. This study sheds new light on twitter research by developing a new conceptual framework and using a case study approach to explore the relationship between the utilization strategy of twitter and customer satisfaction.

목차

Abstract

1. 연구 배경 및 목적

2. 이론적 배경

3. 연구 모형 개발

4. 연구 방법 : 사례 연구

5. 논의 및 결론

참고문헌

〈부록〉 주요 설문 항목들

저자소개

키워드

Social Media Twitter Business Ecosystem Social Network Customer Participation Resource Utilization Organization Performance Case Studies