Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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Examining the Effects of Perceived Value of Social Media on the Brand Relationship Quality: The Moderating Role of Self-Esteem

소셜 미디어의 인지된 가치가 브랜드관계품질에 미치는 영향에 관한 탐색적 연구: 자기존중감 조절 효과

  • 안경민 (동국대학교 경주캠퍼스 테크노경영협동과정) ;
  • 이영찬 (동국대학교 경주캠퍼스 경영학부)
  • Received : 2016.10.28
  • Accepted : 2016.12.02
  • Published : 2016.12.31
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Abstract

According to the previous studies about relationship marketing, customers who have relationship with preferable brand or company take spontaneous word of mouth(WOM) and make more purchases than those who don't. Recently, as e-commerce has been combined with social media, many companies that are looking for solution which can promote customer relationship quality using social media. This study aims to investigate the role of customer's perceived value on brand relationship quality in social media. Although perceived value has been defined from many perspectives, we only consider "perceived social value" and "perceived emotional value" in this paper. According to social capital theory, self-esteem is an important variable when we explain the relationships. Thus this paper considers "self-esteem" as a moderating variable between relationship quality and relationship retention. To serve the research purpose, we collect 226 valid questionnaires from social media users. And we analyze data set and test research hypotheses by using SPSS 20.0 and AMOS 20. We expect that the result contain a lot of implication for both researchers and practitioners. Major findings from analyzing 226 valid questionnaires are as follows. First, when customer recognizes social value about brand or company, relationship quality with the brand or company has been improved. Second, when customer recognizes emotional value about brand or company, relationship retain intention with the brand or company has been improved. Third, self-esteem doesn't have moderating effect between relationship quality and relationship retention in social media.

Keywords

References

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