소셜미디어 커뮤니케이션이 복합리조트 브랜드 지식과 행동의도에 미치는 영향: 소셜미디어 신뢰도의 조절효과를 중심으로

Abstract

Does social media communication affect integrated resort brand knowledge? In this study, the impact of social media communication is aimed at the integrated resort brand knowledge to extend the existing research. In addition, since the communication created by firms and users can be delivered to the recipients of information differently depending on the necessity, purpose, operating experience, and method of providing information. So the purpose of this study is to examine how firm-created communication and user-generated communication affect the integrated resort brand knowledge. Therefore, this study aims to accurately compare the degree of impact of social media communication on brand knowledge from the perspective of companies and users. Finally, in this study, more in-depth research was conducted by verifying the moderating effect of social media credibility. The specific research objectives of this study are as follows. First, identify the impact of social media communication on the integrated resort brand knowledge. Second, in the impact of social media communication on the integrated resort brand knowledge, the difference between the group that experienced firm-created communication and the group that experienced user-generated communication is compared. Third, in the relationship between social media communication and integrated resort brand knowledge, social media credibility is composed of information source credibility and message credibility to confirm their moderating effect. Fourth, identify the impact of integrated resort brand knowledge on behavior intention. Fifth, identify the impact of social media communication on the behavior intention. The data collection was conducted on Koreans who did not visit the P integrated resort in Korea but responded that they had experienced one of the two communication between company created and user generated. To this end, a survey was conducted by a representative online research company in Korea. In particular, those who visited the P integrated resort to achieve their research objectives, and those who experienced both firm-created and user generated communication were excluded through screening questions. Collected data were analyzed using the statistics packages SPSS 21 and AMOS 22. Only 331 out of 5,586 respondents participated in the rigorous screening process. Among them, 315 questionnaires were finally used for analysis, except for 16 surveys that were deemed to have poor responses. Specifically, it consisted of 148 people who experienced firm-created communication and 167 people who experienced user-generated communication. First, it was proved that social media communication had a significant effect on the integrated resort brand knowledge. This means that communication with potential customers through social media contents positively contributes to the formation of integrated resort brand knowledge. After all, since social media communication plays a role in enhancing the integrated resort brand knowledge, strategic management is necessary. Second, in the impact of social media communication on the integrated resort brand knowledge, there was no difference between the group that experienced firm-created communication and the group that experienced user-generated communication. After all, from the standpoint of the integrated resort, it is necessary to form an organization that can reinforce digital contents on its own so that users can voluntarily write positive online reviews while providing better quality communication. Third, in the impact of social media communication on the integrated resort brand knowledge, the moderating effect of social media credibility was confirmed. In particular, it was proved that the social media source credibility and social media message credibility had an influence in the two relationships. Fourth, in the impact of the integrated resort brand knowledge on the behavior intention, both brand awareness and brand image had a significant effect on the behavioral intention. Among them, it was confirmed that the brand image has a greater influence than the brand awareness. This can be said that the image planted in consumers has more influence on behavior intentions than simply knowing what a integrated resort looks like. Fifth, the impact of social media communication on the behavior intention was partially revealed; in the case of user-generated communication, it was confirmed that it did not affect the behavior intention. This means that simple communication on social media cannot move customers. Therefore, in order to see a meaningful effect on customers through social media communication, contents and communication methods that can leave the hearts of customers while appealing to the attractiveness of the complex resort are required. Beyond simple content and communication, it can be said that a strategy is needed to create content and focus on social media communication in accordance with the aspect of enhancing brand awareness and brand image. This means that simple communication on social media can not move customers. Therefore, in order to see a meaningful effect on customers through social media communication, contents and communication methods that can be left in customers' minds while appealing the charm of the integrated resort are required. It is necessary to produce contents in a way that increases brand awareness and brand image beyond simple contents and communication and focus on social media communication accordingly.