HOW SOCIAL MEDIA INFLUENCE ON CONSUMERS’ LUXURY VALUE PERCEPTION

Bruno Godey,Jungsun Cho 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Luxury industry, in addition to feelings, started to provide reasons for consumers to justify their consumption. Also, it helps them to avoid social risks by offering inconspicuous luxury products. For example, ‘Mandarin Oriental Barcelona’ suggests luxury holiday package for people running Barcelona marathon, London cocktail bar ‘Bart’ serves cocktails designed to 'facilitate focus and encourage relaxation', ‘Tiffany’ has dropped the spelled-out brand name from its fashion jewelry line in favor of simple “T”. (Trend watching 2017) Then, what changed consumers' interest? Interestingly, the current expectations of luxury consumers have a lot in common with the features of interdependent self-construal. The we effect of social media can explain this trend. Literature review and Conceptual framework Social Media usage and Interdependent Self-Construal Although earlier research in cultural psychology conceptualized self-construal as culturally determined (Markus and Kitayama 1991), more recent research suggests that independent and interdependent self-construal can also be made temporarily accessible. The most frequently adopted priming procedure to induce self-construal is the procedure by stories about we or I. (Gardner, Gabriel, and Lee 1999; Mandel 2003; Krishna, Zhou, and Zhang 2008; Hong and Chang 2015). We suggest that Social media usage can induce interdependent self-construal because social media users read stories and watch videos of others. Prior findings indicated that participants in interdependent self-construal condition have an equivalent number of thoughts about themselves and others. (Lee, Aaker, and Gardner 2000). Social Media, Interdependent Self-construal, and Consumers’ Luxury Value Perception Consumers’ perceptions of luxury value appear to be determined mainly by Functional, Individual, and Social aspects (Wiedmann, Hennigs, and Siebels 2009). Recent luxury marketing researchers compare conspicuous consumption and inconspicuous consumption, two types of social aspect consumption (Han, Nunes, and Dreze 2010; Eckhardt, Belk, and Wilson 2015). They are interested in Functional luxury value, added to Individual luxury value because small utilitarian additions to a hedonic luxury are often valued more than their stand-alone value (Keinan, Kivetz, & Netzer 2016). These two trends seem to have nothing in common. But when the concept of self-construal is adopted, they have something in common. Namely, interdependent selves, which focuses on others, are the one who cares about both inconspicuousness and utilitarian aspects. We suggest that because of the features of interdependent self-construal, consumers more using social media tend to have a different priority regarding luxury value perception than consumers less exposed to social media. We explore the mediating role of relational interdependent self-construal in this model (Triandis 1989; Cross, Bacon, and Morris 2000). Also, luxury brand company’s social media marketing efforts (Kim and Ko 2012; Godey et al. 2016) have different features. We expected that each social media marketing activity has a different impact on luxury value perception. Interdependent Self-Construal, Reason, Functional luxury value We propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to rely on both reason and feeling, which in turn set an equivalent value on Functional luxury value (cognitively superior) and Individual luxury value (affectively superior) (Hong and Chang 2015). Interdependent Self-Construal, Social Risk, Inconspicuousness The authors propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to avoid social risk than participants who are not exposed to social media (no priming group). Study 1: The effect of social media on the balance between self and others. A total of 709 respondents (389 females) participated in this study via Amazon Mechanical Turk (MTurk) They were randomly assigned to one of the two conditions (with social media manipulation vs. No manipulation) The impact of ‘one-time social media use’ Following the previous study (Hong and Chung 2015), we conducted a 2 (social media manipulation: No vs. Yes) x 2 (thought type: self vs other) mixed ANOVA with social media manipulation as a between-subject factor and thought type as a repeated measure. The main effect of thought type is significant (F(1,707) =293.54, p<.000). However, the interaction between social media manipulation and thought type was not significant. (F (1,707) = 0.128, p<.721). So, the result shows that one-time social media use doesn’t manipulate interdependent self-construal. The impacts of ‘chronic social media use’. To check whether chronic social media use can manipulate interdependent self-construal, we conducted a 2 (time spent on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =293.81, p<.000). The interaction between time spent on social media and thought type was significant. (F (1,703) = 6.65, p<.000). Also, we conducted a 2 (communication on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =300.76, p<.000). The interaction between communication and thought type was significant. (F (1,704) = 5.764, p<.000). So, the result shows that chronic social media use manipulates interdependent self-construal. Also, we computed three types of groups, the others-dominant, the balanced, and the self-dominant by modifying past research (Kitayama et al. 2009; Wu, Cutright, and Fitzsimos 2011, Hong and Chang2015). A chi-square test revealed that participants who spent more time and had more communication on social media had more balanced thought type (32.6%, 31.0%) than participants who spent less time and had less communication on social media (24.8%, 24.0%) Study 2: The effect of using social media on luxury value perceptions (SEM) A total of 255 respondents (85 females) participated in this study through Amazon Mechanical Turk (MTurk). The participants were between 18 and 65 years old and lived in the U.S., and the modal age group was 25-34 (43.9 %), followed by 35-44 (25.5%). We conducted exploratory factor analysis (EFA) using maximum likelihood estimation with Promax rotation. The goodness of fit statistics is: ??=707.14, df =377, P<0.0005, ??/df =1.876, CFI=0.95, and RMSEA =0.059. The final CFA model fits well with the data (Hu and Bentler, 1999; Hair et al., 2010). After confirming the measurement model, SEM with maximum likelihood extraction was estimated to test Hypothesis. The goodness of fit criteria of the model meets the proposed thresholds in previous studies: ??=677.97, df =374, P<0.0005, ??/df =1.813, CFI=0.95, and RMSEA =0.057 (Hu and Bentler, 1999; Hair et al., 2010). The SEM model showed each social media activity has a different effect on each luxury value. Interaction positively impacts the functional luxury value (β=0.38, p<.000) but negatively impacts the individual (β= - 0.27, p<.000) and social luxury value (β= - 0.34, p<.000). Entertainment/WOM has a positive effect on individual luxury value (β=0.39, p<.000) and on social luxury value (β=0.32, p<.000). Customization positively impacts the social luxury value (β=0.26, p<.000). We could also find Entertainment/WOM and Customization did not influence the functional luxury value. Only Entertainment/WOM positively impacts relational interdependent self-construal (β=0.32, p<.000) Relational interdependent self-construal positively impacts on individual value (β=0.24, p<.000) and social value (β=0.27, p<.000). We conducted a mediation analysis. Among social media activities, only Entertainment/WOM had a significant positive effect on Relational Interdependent Self-Construal. Study 3: the effect of social media on self-construal and choice between functional value and individual value superior options 454 Responses (304 females) collected via Mturk to stimulate the environment of social media. Respondents are primed on interdependence by social media usage while control group respondents are not primed. The authors checked the validity of the self-construal manipulation effect of social media. Respondents were given a choice task, designed by adopting previous method (Hong and Chang 2015). They were told to imagine that they were going to buy a hand bag. Handbag X is superior on functional (cognitive) dimensions whereas handbag Y is superior on all individual (affective) dimensions. Participants are asked to indicate their choice between two Handbags Choice. A chi-square test revealed that the effect of social media manipulation is not significant on the handbag choice (?2(l) 0.371, p<.309). However, the effect of interdependent self-construal on the participant's’ handbag choice was significant (?2(l) 5.85, p<0.01). As predicted, participants with a higher Interdependent self-construal primed by social media have a smaller preference gap between Functional luxury value and Individual luxury value (F:73.2%-I:26.8%=46.4%), than participants with lower Interdependent self-construal participants (F:82.7%-I:17.3%=65.4%) Study3 supports the results of previous two studies. As individuals communicate more and spend more time on social media, they are more likely to prefer equally for Functional luxury value and Individual luxury. Study 4: the effect of social media on self-construal and choice between conspicuous and inconspicuous options. After the self-construal manipulation with social media, respondents were given a choice task. The choice was designed by adopting previous method (Han, Nunes, and Dreze 2010). Respondents were told to imagine that they were going to buy a handbag. One option has an inconspicuous design whereas the other option is conspicuous design. Participants are asked to indicate their choice between two handbags. Social media manipulation and Handbags Choice. All three chi-square tests revealed a significant or marginal effect of social media manipulation on participants handbag choice with the same pattern. ( ?2(1) = 6.328, p > .032; ?2(1) = 3.086, p > .079; ?2(1) = 1.933, p > .098) As predicted, participants in social media manipulation group prefer the inconspicuous option to the conspicuous option (59.3%>40.7%; 58.9%>41.1%; 60.4%>39.6%) than participants in control group (47.3%, 52.7%; 50.5%, 49.5%, 53.8%, 46.2%). Interdependent-self construal and Handbags Choice. All three chi-square tests revealed a significant effect of interdependent self-construal on participants handbag choice with the same pattern. ( ?2(1) = 4.2, p > .047; ?2(1) = 4.79, p > .029; ?2(1) = 6.11, p > .013) As predicted, participants with higher Interdependent self-construal primed by social media have a equivalent preference about the inconspicuous option and conspicuous option (50%, 50%; 50.8%, 49.2%; 52.4%, 47.6%) than participants with lower Interdependent self-construal(59.6%, 40.4%; 61.1%, 38.9%, 63.9%, 36.1%). Study4 shows that one-time social media exposure can reduce conspicuous consumption. However, as individuals communicate more and spend more time on social media, they become more likely to prefer equally for conspicuous option and inconspicuous option. Contribution In luxury brand marketing, this study sheds light on the balance between two motivations, luxury for self and luxury for others (Kapferer, Jean-No?l, and Vincent 2009) using the concept of self-construal. This research also contributes to the literature on consumers’ luxury value perception (Hennigs et al. 2012; Wiedmann et al. 2009). In general marketing subjects, it adds to the increasing literature on consumer risk and choices between affective and cognitive options. For the luxury brand industry, this study can give marketers a practical idea about choosing social media marketing activities and designing new products. For example, if luxury brand companies promote customers posting opinions on websites, they should know that their activities might advertently affect their sales because interaction negatively influences on individual and social luxury value.

기업의 사회적 책임과 사회적 가치 실현에 관한 탐색적 연구

윤수인,김종숙,윤승태,이홍직 한국웰니스학회 2020 한국웰니스학회지 Vol.15 No.4

UN은 2016-2030년까지의 국제사회의 공동목표로 경제·사회·환경적 요인을 포괄하는 사회적 가치들을 반영한 ‘지속가능발전목표’를 선포하였고, 기업의 사회적 책임에 관한 지침인 ISO 26000이 제정되었으며, 포용국가를 새로운 국가 체제로 제시한 우리 정부도 ‘사회적 가치 실현’을 정부혁신 종합 계획으로 추진하고 있다. 성장 위주의 신자유주의 및 신공공관리론의 패러다임이 한계에 부딪히고 저성장 및 양극화, 기술혁신으로 인한 일자리 부족 등의 새로운 사회적 위험에 직면하여 사회적 가치 실현을 통해 사회통합과 삶의 질 향상, 지속가능한 발전 등을 도모하려는 움직임이 시작된 것이다. 그러나 사회적 가치의 개념과 범주는 아직까지 명확하게 확립되지 않았고, 기업의 사회적 가치 실현을 측정할 수 있는 구체적인 기준도 미흡한 상황이다. 이에 본 연구는 선행연구와 선행지표들에 대한 문헌고찰을 통해 사회적 가치의 개념과 구성항목들을 고찰, 분석하여 사회적 가치의 범주를 인권, 삶의 질, 일자리, 사회자본, 지역사회공헌, 교육과 성장, 환경, 공정운영의 8개 범주로 재구성하고 그 세부항목들을 제시하였다. UN has declared ‘Sustainable Development Goals' that reflects social values ​​that include economic, social and environmental factors as a common goal of the international community from 2016 to 2030. Also, in Korea, the Basic Law of Socal Value is being discussed in National Assembly and‘Realization of Social Value' is emphasized in the comprehensive government innovation plan. The paradigm of growth-oriented neo-liberalism faces new social risks, such as low growth, polarization, and job shortages due to technological innovation, and the paradigm shift from economic value to social value has begun. However, the concept of social value has not yet been clearly established, and standards for measuring the realization of social values are insufficient. Therefore, this study explores the concept, index, and categories of social value through literature review focusing on SDGs, ISO 26000, Quality of Society, Korean Basic Law of Social Value(draft), and examples of Social Value Standards. Through this, this study reorganized and presented the index of social value into eight categories: human rights, quality of life, jobs, social capital, community contribution, education and growth, environment, and fair organizational operation.

사회적기업 제품의 지각된 가치가 기억, 태도, 그리고 충성도에 미치는 영향

박상금,이용기,유동근 한국유통과학회 2015 유통과학연구 Vol.13 No.12

Purpose – Various social issues have arisen since the beginning of the 21st century therefore, enterprises that disregarded social issues have become unsustainable, and social enterprises have appeared to address these issues. A social enterprise is a social mission-focused organization that uses a market-based strategy and has a vulnerable business structure. To be self-sustainable, a social enterprise should make consumers aware of the value that it provides and secure its profitability through consumer consumption. From this perspective, this study investigates the relationship between perceived value (utilitarian and hedonic) and loyalty, and examines how memory and attitudes play mediating roles between perceived value and loyalty. For these purposes, the author developed a structural model consisting of several variables. In this model, perceived value, which was utilitarian and hedonic, was proposed to affect the memory and attitudes toward social enterprise products, thus increasing loyalty. Therefore, memory and attitudes were proposed as core mediating variables between perceived value and loyalty. Research design, data, and methodology – To analyze the proposed model, data were collected from 582 respondents and analyzed using SPSS 21.0 and AMOS 21.0. To test unidimensionality and the nomological validity of the measures of each construct, we employed a scale refinement procedure. The results of the reliability test with Cronbach’s αand confirmatory factor analysis warranted the unidimensionality of the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of the correlation analysis. The result of the overall model analysis demonstrated a good fit (χ2=529.881, df=144, χ2/df=3.680, p-value=0.000,GFI=0.905, NFI=0.948, CFI=0.961, RMR=0.036, RMSEA=0.068). Results – The findings are summarized as follows. First, the hedonic and utilitarian value of social enterprise products had positive effects on memory and attitudes. Second, the hedonic value of social enterprise products more strongly affects memory and attitudes than utilitarian value. Third, memory and attitudes had positive effects on loyalty. Lastly, memory had a stronger effect on loyalty than attitudes. Conclusions – The purchase rate of social enterprises’ products increases only if the products are included in the "information search" and "alternative evaluation" processes in consumers’ purchase decision-making processes. Therefore, a social enterprise must actively promote the fact that it pursues a social value, and shares both the hedonic and utilitarian values of its products. Accordingly, because hedonic value has a more significant impact on a company and attitudes, a social enterprise should develop hedonic values for product consumption, thereby leading consumers who care about value consumption to purchase its products. Moreover, a social enterprise must maintain good memories and attitudes for consumers because memory does not change over time, although attitude does. The limitations of this study and suggestions for future research are as follows. This study viewed "consumer loyalty" as the success factor of social enterprises, thereby considers an "increase in sales" as the success factor. Therefore, in future studies, diverse factors, including social contribution and word-of-mouth intention, should be regarded. In addition, future studies need to thoroughly review and make assurances about the relationship between memory and attitude.

사회적 가치와 무형자산

정광화(Kwang-Hwa Jeong),이상열(Sang-Ryul Lee),김이배(Yi-Bae Kim) 강원대학교 경영경제연구소 2020 Asia-Pacific Journal of Business Vol.11 No.3

Purpose - The purpose of this study is to examine whether social value-related expenditures can be recognized as intangible assets in financial statements. Design/methodology/approach - This study examined social values defined in the economic and management fields and analyzed whether the social values have the characteristics of intangible assets. For this, the general definition of social value was derived from the concept of social value covered in previous studies. Next, we reviewed the definitions and recognition requirements for intangible assets under the current accounting standards. Based on this, we tried to suggest new criteria and disclosure methods for reporting social value-related expenditures that are not currently reported in financial statements as intangible assets in the financial statements and notes. Findings - First, as a criterion for recognizing social value-related expenditure as an intangible asset, we propose a relationship between social value-related expenditure and enterprise value. Where social value-related expenditures have a statistically significant positive impact on corporate value, they are recognized as intangible assets. If social value-related expenditures have a statistically significant negative influence on business value, or the impact of social value-related expenditures on the enterprise value is not statistically significant, it is not recognized as asset. Second, new disclosure plans are proposed according to the combination of intangible assets by category and the relevance of enterprise value. After dividing social value-related expenditures into separate intangible asset categories, if social value-related expenditures have a statistically significant positive impact on corporate value, they are recognized as intangible assets in the financial statements. If expenditures have a statistically significant negative impact on business value, they should be recorded as essential notes. Finally, if the impact of social value-related expenditure on corporate value is not statistically significant, it should be listed as a supplement. Research implications or Originality - This study contributes to the concurrent research in that it is a priori study on whether social value-related expenditure can be recognized as an asset. This study suggests that the economic effect of social expenditure can be recognized in corporate financial statements, thereby providing companies with justification and effectiveness of social value-related expenditure.

EFFECTS OF PARASOCIAL RELATIONSHIP ON CUSTOMER EQUITY IN THE SOCIAL MEDIA CONTEXT

Chun Lin Yuan,Juran Kim,Kyung Hoon Kim,Pekka Mattila 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Introduction Driven by the rapidly evolving media landscape, firms extensively use social media to engage with their customers (Avery et al., 2010). Today, social media is an integral part of an individual’s daily life, which makes a vital venue through which companies connect with customers (Men & Tsai, 2011; Utz, 2009). Given the increased use of social media, recent studies have investigated how social media cultivates customer relationships with celebrities and/or media personalities (e.g., Smith, 2010). In light of the effectiveness of social media as a marketing tool, it is noteworthy to analyze the source power of celebrities and social relationships and consider how to take advantage of the power. The parasocial relationship is founded upon the communication process, which is an important factor in understanding the relationship between media and users. Parasocial relationships differ according to the motives for using social network service (SNS), while connection and attachment to celebrities, such as having empathy for a particular celebrity, is affected by celebrity source credibility. (Ohanian, 1990). The purpose of this study is to clarify the relation between parasocial relationships and customer equity in the social media context. The study investigates effects of motivations to use SNS and source credibility on parasocial relationships, as well as the effects of parasocial relationships on attitude and customer equity, and customer lifetime value. Theoretical Frameworks In this study, parasocial relationship refers to a virtual intimacy between a media personality and the media users, in other words, it is a psychological, interpersonal relationship unilaterally formed by users based on proximity, similarity, and attraction to the media personalities (Rubin & Step, 2000). When a parasocial relationship is formed, the media consumer appreciates the values and motives of the media character, often viewing him or her as a counselor, comforter, and model (Horton & Wohl, 1956). When using an SNS, users’ communication habits and their selection of social network services vary according to their motives, which in turn affect the parasocial relationships with celebrities via SNS. Motives for using SNS, specifically, information seeking, entertainment, and social connection may have a positive relationship with parasocial relationships. Source credibility, the positive characteristics of a communicator that affect the receiver’s acceptance of a message, positively influences parasocial relationships (Ohanian, 1990; McCracken, 1989) based on expertise, trustworthiness, and attractiveness of the media celebrities. In the social media context, a parasocial relationship has positive influence on attitude toward using an SNS. Social media users engage in finding people with whom they have an offline connection (Ellison, Steinfield, & Lampe, 2007). Social media enables individuals to connect with others all around the world easily, it is not surprising that parasocial relationships influence users’ attitude toward using social media, offering environments to enhance connections (Byod & Ellison, 2008). Further, it is worthwhile to note that parasocial relationships may have a positive influence on customer equity. The key to customer equity lies in understanding the customer lifetime value concept, which refers to the net present value of a customer’s profit stream (Rust, Lemon, & Zeithaml, 2004). Parasocial relationships positively influence brand, value and relationship equity, with the emergence of brands as one of the key organizational assets (Gummesson, 2004). Parasocial relationships explain relationships between individuals and brands, product, symbols, objects, and corporate identities. Such relationships allow individuals to have bonds with brands, trademarks and other symbols, politicians, sportsmen or even actors (Gummesson, 2004). Thus, they positively influence customer equity including brand equity, value equity, and relationship equity. Focused on effects of motivations to use SNS and source credibility on parasocial relationship as well as the effects of parasocial relationship on attitude, customer equity, and customer lifetime value, this study tests the following hypotheses: H1: Motivations to use SNS will have a positive influence on parasocial relationship. H2: Source credibility will have a positive influence on parasocial relationship. H3: Parasocial relationship will have a positive influence on attitude toward using SNS. H4: Attitude toward using SNS will have a positive influence on customer equity. H5: Parasocial relationship will have a positive influence on customer equity. Methods This study used a survey to investigate key questions about the associations between parasocial relationships and customer equity. A total of 350 social media users recruited from Hong Kong and Macau in China participated in the survey. Of the 350 participants, 129 were men (36.9%) and 221 were women (63.1%), with ages ranging from 21 and 35 years old (mean = 25.6 years). This study measured motivations for using SNS on a five-point Likert scale (1 = strongly disagree; 7 = strongly agree), which was adapted from an existing motivation scale (Leung, 2009; Leung & Wei, 1998; Sheldon 2008). To measure source credibility, this study used a five-point Likert scale, which was also adapted from an existing source credibility scale (Eisend & Langner, 2010; Priester & Petty 2003). Parasocial relationships were measured on the basis of user responses to 17 items on an existing five-point scale that assessed parasocial relationships (Koeppel et al., 1993). This study measured attitude toward using SNS through an existing scale (Venkatesh, Morris, Davis, & Davis, 2003). Customer equity was measured using an existing five-point scale (Keller, 2003; Rust et al., 2004) that elicited user responses to 13 items. Customer lifetime value (CLV) was calculated only for the customers in the sample, and CLVs were calculated separately before the average was taken by using the equation below: The CLVij of customer i to brand j, is given as: Tij= Frequency of purchases by customer i for a specific period of time dj= The rate of discount offered by company j fi= Annual average frequency of purchases by customer i for a certain period of time Vijt= The amount of purchase of brand j by customer i for a period of time t πijt= Expected profits by purchase unit of brand j by customer i for a period of time t Bijt= Probability that customer i buys brand j in purchase t Results The overall goodness-of-fit for this measurement model was acceptable (Chi-square = 8.218, df = 5, p = 0.145, GFI = 0.992, CFI = 0.991, RMR = 0.095, RMSEA = 0.043). The reliability coefficients of all 20 motivation measures were 0.885, and they were based on three factors of information seeking, entertainment, and building relationships. The reliability coefficients of all 16 source credibility measures were 0.924 with three factors of attractiveness, expertise, and trustworthiness. The reliability coefficients of all 17 parasocial relationship measures were 0.866 with three factors: proximity, similarity, and attachments. The reliability coefficients of all 13 customer equity measures were 0.838 with three factors of value equity, brand equity, and relationship equity. Cronbach’s alpha for attitude was 0.792. The coefficients indicate the acceptable reliability of the measures. Motivations to use SNS showed statistically positive effects on parasocial relationship (β = 0.151, p < 0.001). Specifically, entertainment (β = 0.148, p < 0.01) and building relationships (β = 0.093, p < 0.05) motivations showed significant positive effects on parasocial relationships while information seeking motivation did not show significant effects on parasocial relationships (β = 0.074). Source credibility showed statistically positive effects on parasocial relationship (β = 0.316, p < 0.001). Thus, the results supported H1 and H2. Parasocial relationships showed statistically positive effects on attitude (β = 0.295, p < 0.001) and customer equity (β = 0.272, p < 0.001). Attitude showed statistically positive effects on customer equity (β = 0.172, p < 0.001). Thus, the results supported H3 and H4. Customer equity showed statistically positive effects on customer lifetime value (β = 3.452, p < 0.001). Thus, the results supported H5 (see Table 1, Figure 1). Discussion This study contributes to clarifying parasocial relationships in the social media context and determining the relationships between parasocial relationship and customer equity. This study contributes to the theoretical foundation and implications of parasocial relationships and customer equity. Specifically, motivations to use SNS and source credibility positively influence parasocial relationship. Parasocial relationships have positive effects on attitude and customer equity. Customer equity, in turn, has positive effects on customer lifetime value. The study is the first of its kind on the effects of parasocial relationships on customer equity in the social media context. The study finds that motivations and source credibility are important antecedents of consumers’ parasocial relationships formed via social media. Parasocial relationships have a positive effect on attitude and customer equity, and customer equity leads to increased customer lifetime value. This study suggests that parasocial relationship is one of the strong influential variables on customer equity as it improves customer lifetime value. Thus, marketers should definitely consider parasocial relationship management in the social media context while tailoring their brand communications to their most profitable customers and enhance their customer lifetime value.

The Implications of Corporate Philosophy and Shared Value for SOCIAL VALUE Creation

김점남,Yeojin Lim J-INSTITUTE 2020 Public Value Vol.5 No.2

Purpose: The purpose of this study is to find out the background and factors that enabled SK and POSCO, which are producing remarkable results by creating social values, to grow by changing the corporate paradigm. Method: In this study, I reviewed the management philosophy as a mission by replacing the corporate values such as SK and POSCO, 13 major groups among the successful companies in our country, and the social contribution that implemented the vision and core values as embedded shared values. Our economy. Society. Corporate social responsibility(CSR) to the environment is changing to improve corporate trust and value, and today's trend is to expand the total amount of shared value by simultaneously creating 'economic value' and 'social value' with the evolution of CSR. The results of briefly examining the management philosophy as mission, vision and core values as embedded shared values, and implemented social contribution activities, replacing corporate values are as follows. SK is the founder's corporate philosophy(business support: contributing to the development of the nation and human society through corporate management) Results: It is the social value that SK pursues to promote the happiness of the society and the company together as a business to challenge the business of social worries by inheriting the values and values. And Chairman Choi Tae-won emphasized the importance of social values and took the lead. The influence of strong driving force was absorbed into the corporate culture among members, and the shared value of voluntarily solving social problems existed and was exerted. Pohang Steel(now POSCO) was born in the 1960s with a national desire to create a well-lived Korea. Even after privatization, community behavior and mentality in ethical management and social contribution activities continued through win-win, consideration, and sharing activities with local communities. Based on POSCOIN's unique DNA, the leadership of Chairman Jeong-Woo Choi and “Corporate Citizens Growing Together” were born as a new management philosophy. Conclusion: The result of this study shows that the symbiosis and shared value that companies have to match their own capabilities are not suddenly created, but accumulated over time and generation. The philosophy of the company and the shared value of the mission are the power to move the mind, and the value created by connecting the capabilities of the company is my. A greater consensus can be gained on outside members, and social support must be united and connected with the members of society. In the end, the basic basis of SK's social value and happiness setting and POSCO's corporate citizen management philosophy is not much different. Today, social value creation is limited to specific companies, so it is linked to participation as a basic data for companies with new values in cooperation with SK and POSCO. It is expected that further studies will be carried out by suggesting expansion.

사회적기업의 가치에 대한 인식과 자기해석 성향이 제품구매의도에 미치는 영향

강명애(Kang, Myong-Ae) 한국창업학회 2017 한국창업학회지 Vol.12 No.3

선행연구에서는 사회적기업의 사회적 가치에 대한 관심이 높게 나타나고 있으나 개인적 가치를 비롯한 다양한 가치에 대한 고려가 다소 부족하고, 사회적기업 제품의 구매행동을 설명하기 위한 사회적 가치의 영향에 대한 연구는 일부 상반된 결과를 보여주고 있다. 이에 본 연구에서는 사회적기업에 대한 가치 인식 범위를 사회적 가치와 개인적 가치로 확대하고, 이들 가치에 대한 소비자 인식이 제품의 구매의도에 미치는 영향과 이들 관계에서 소비자의 심리적 특성 변수인 자기해석(self-construals, 독립적 vs. 상호의존적) 변수의 차별적 효과를 살펴보고자 하였다. 설문지를 이용한 온라인 조사 방법으로 자료를 수집하였으며, 총 258부의 표본이 분석에 사용되었다. 분석 결과, 사회적기업 제품에 대한 가치 인식은 친환경 가치를 제외한 품질 기능적 가치, 가격 기능적 가치, 정서적 가치, 사회적 자아 가치, 친사회 가치의 5개 세부 가치에 있어서 소비자의 자기해석 유형 간에 통계적으로 유의한 차이가 있는 것으로 나타났으며, 상호의존적 자기해석 집단에서 상대적으로 높게 나타 났다. 다음으로 자기해석 유형별로 구매의도에 대한 사회적기업의 세부 가치의 영향 력을 살펴보았는데, 독립적 자기해석 집단의 경우 개인적 가치인 품질 기능적 가치와 사회적 자아 가치, 가격 기능적 가치가 구매의도에 긍정적 영향을 미치는 것으로 나타났으며, 이 가운데 품질 기능적 가치의 영향력이 가장 큰 것으로 나타났다. 반면 상호의존적 자기해석 집단에서는 사회적 가치인 친사회 가치와 친환경 가치가 구매의도에 긍정적 영향을 미치고, 개인적 가치 중에서는 품질 기능적 가치만이 구매의도에 긍정적 영향을 미치며, 이 가운데 친사회 가치의 영향력이 가장 큰 것으로 나타났다. 본 연구는 사회적기업의 가치를 사회적 가치뿐만 아니라 개인적 가치까지 포괄하 고, 소비자의 심리적 특성 변수인 자기해석 변수를 모형에 포함시켜 해석하고자 했다는 점에서 의의를 가지며, 사회적기업 제품에 대한 긍정적 소비자 행동을 이끌어내기 위해서는 무엇보다도 품질 기능적 가치 제공이 중요하며, 그 토대위에 소비자의 심리적 특성을 고려한 차별적 마케팅 접근이 필요함을 제언하고 있다 Social enterprises have been considered as an alternative for resolving not only social but also economic problems in now days. There has been mainly focused on their social values in the studies for social enterprises. But, there have some mixed reports about the relationship of perception on social values and purchase intention. The purpose of this study is to investigate different effects of value types and moderating effect of self-construals on purchase intention. With adopting an integrative approach to the effect of consumer s value perception on purchase intention and also including self-construals into research model, this paper extends research on marketing strategies of social enterprises. According to empirical analysis, the findings of this paper can give some practical implication for social entrepreneurs. The survey data were from 258 respondents, who belong to independent or interdependent self-construals group. The findings are following; First, the significant differences between the independent and interdependent self-construals group were found in quality functional value, price functional value, psychological value, social-ego value, pro-social value of social enterprises. Second, quality and price functional value and social-ego value are detected as positive factors for purchase intention and quality functional value is the most effective in independent self-construals group. Third, in interdependent self-construals group, quality functional and social value(pro-environmental and pro-social) are detected as positive factors for purchase intention and pro-social value is the most effective also.

사회적기업 가치가 사회적기업 성과에 미치는 영향

김숙연 ( Kim Suk-yeon ) 한국세무회계학회 2016 세무회계연구 Vol.0 No.50

사회적기업은 사회적 가치와 경제적 가치를 동시에 추구하는 조직의 형태이므로, 사회적기업의 성과를 측정하는 데에 있어서도 경제적 가치 이외에 사회적 가치를 함께 가정하고 이에 영향을 미치는 요인들을 중심으로 성과에 미치는 영향을 분석해 볼 필요성이 있다. 본 연구에서는 사회적기업의 가치인 공익적 가치, 윤리적 가치, 경제적 가치가 사회적기업 성과에 미치는 영향과 인증유형에 따른 사회적기업 가치가 사회적기업 성과에 미치는 영향에 대한 분석을 수행하였다. 실증분석을 위하여 2014년 성과 기준 한국사회적기업진흥원에 자율경영공시 인증 사회적기업을 대상으로 경실련 좋은사회적기업상 사회적기업 정량평가기업 중 재무자료 이용이 가능한 기업을 중심으로 표본을 선정하였다. 실증분석결과는 다음과 같다. 첫째, 사회적기업 가치인 공익적 가치, 윤리적 가치, 경제적 가치는 사회적기업 성과에 양의 관련성을 보인다. 사회적기업의 개별 가치와 사회적기업 성과와도 동일한 결과를 보이며, 사회적기업 가치가 높은 기업일수록 사회적기업 성과에 긍정적인 영향을 보이는 것으로 나타났다. 둘째, 사회적기업 인증유형에 따른 사회적기업 가치가 사회적기업 성과에 미치는 영향을 분석한 결과 사회적기업의 사회서비스 제공형인 경우 사회적기업 가치가 사회적기업 성과에 양의 관련성으로 보이는 것으로 나타났다. 사회서비스 제공형의 경우 사회적기업 가치가 높은 기업일수록 사회적기업 성과에 긍정적인 영향을 보이는 것으로 나타났다. 본 연구는 사회적기업 성과의 정량지표를 활용하여 사회적기업 가치와 사회적기업 성과와의 관계를 분석하였다는 점에서 의의를 가진다. Social Enterprise is a organization that pursue social and economic value at the same time. In order to measure the Social Enterprise performance, it need to analysis that social and economic value and values that affect the factors. The purpose of this study is to analyse on the effect of Social Enterprise Performance in Social Enterprise Values. And also it is to analyse according to the authentication type. For this analysis, Social Enterprise quantity estimation index is used, and included 99 firms observation among the top 100 companies of the good social enterprises award The empirical results are as follows: First, Public Value, Ethical Value and Economic Value of Social Enterprise Values are positively related to the Social Enterprise Performance. And also group with higher Social Enterprise Value of Social Enterprise Values are positively related to the Social Enterprise Performance. Second, in case of Providing Social Service, Public Value, Ethical Value and Economic Value of Social Enterprise Values are positively related to the Social Enterprise Performance. Group with higher Social Enterprise Value of Social Enterprise Values are positively related to the Social Enterprise Performance. Social Enterprise Value and Social Enterprise Performance shall have a significant because analyses using quantitative indicators of performance.

광명시 사회적 가치 지표 개발 연구

김은경,문미성,박종현,최석현,김지혜 경기연구원 2021 정책연구 Vol.- No.-

The purpose of this study is to propose the social value index in order to establish social economic policies in Gwangmyeong-si. This study reviews the theoretical analysis of the concept and definition, significance, and necessity of social values, and the relationship with the social economy aimed at realizing social values. In addition, after reviewing the social value index at home and abroad, the social value index is proposed in consideration of the current situation and conditions of Gwangmyeong-si. In particular, it proposes a plan to utilize social value index to spread the social value of Gwangmyeong-si. Gwangmyeong-sis social value can be defined as “a value that realizes the interests of Gwangmyeong citizens as a whole by developing the local economy, creating good jobs, enhancing win-win cooperation, and promoting sustainable development of the local community.” The composition of social value index reflects the corrective direction of sustainable development and the perspective on the social value of the social economy organization in Gwangmyeong-si. The characteristics of Gwangmyeong-si social value index(GSVI) proposed by the study include considering the development stage of social economy organizations, flexible applicability, combination of quantitative and qualitative evaluations, emphasis on social performance, reflecting Gwangmyeong-sis municipal goals of sustainable development, and giving special points to social service organizations in the future. In order to spread social values in Gwangmyeong-si and raise citizens awareness, it is necessary to flexibly apply social value index to the public sector, the private sector, and the third sector as well as to evaluate social economy organizations.

사회혁신 분야의 사회적 가치 중심 정책 전환을 위한 연구

김정훈,최준규,홍기빈,이다겸,박서연 경기연구원 2022 정책연구 Vol.- No.-

본 연구는 사회적 가치 개념의 재정립을 통해 기존 가치 평가 체계가 갖는 한계를 극복하고 사회적 가치 중심의 사회혁신 분야 정책으로 전환을 도모하기 위한 정책화 방안을 제시하는 데 주요 목적이 있다. 사회혁신의 개념에는 ‘사회문제의 해결이 지향하는 목적과 평가를 어떻게 설정할 것인지’와 관련하여 모호함이 존재한다. 그리고 사회적 가치의 개념에는 ‘실질적 합리성’과 ‘형식적 합리성’ 간에 모순이 존재한다. 사회혁신 개념의 모호성과 사회적 가치 개념의 모순은 두 개념이 서로 결합할 때 비로소 해소될 수 있다. 즉, 사회혁신의 대상이 되는 사회문제의 설정은 (사회적) 가치 기준의 적용을 통해 가능하며, 사회적 가치는 ‘새로운’ 사회적 관계・활동・생산물이라는 사회혁신의 요소에 초점을 맞출 때 실질적 합리성이 부여될 수 있고 형식적 합리성에 기초한 측정이 가능하다. 사회적 가치를 중심에 둔 사회혁신 조직의 활동을 촉진하기 위해서는 조직 활동에 대한 성과 측정과 평가가 필요하다. 그런데 현실에서 사회적 가치측정은 주로 조직활동을 통해 창출한 사회적 가치를 정당하게 인정받는 근거를 마련하여 사회적 금융이나 정부・공공부문으로부터 자금을 조달하기 위한 도구(기능적 목적)로 활용된다. 이처럼 기능적 목적을 위한 사회적 가치측정은 기본적으로 조직 활동 간 비교를 중심에 두기 때문에 사회적 가치의 ‘내재적’ 성격이 아니라 ‘초월적’ 성격에 강조를 두는 것으로, 목적과 수단 간의 관계가 전도되어 나타나기도 한다. 사회적 가치측정 방법은 2000년대 들어서 재무적 관점에서 시작하여, 비재무적 관점과 다양한 이해관계자를 포괄하는 방향으로, 평가지표 구성 및 기준에 시민이 참여하는 방식으로 발전해왔다. 하지만 ‘표준화’된 지표를 각기 다른 목적과 지향점을 갖는 조직들에 동일하게 적용하는 방식은 그대로 유지되고 있다. 이런 상황은 정부・공공부문이 사회적 가치측정 지표를 표준화하고 이에 대한 평가에 근거하여 정책지원 대상을 선별하는 과정에서도 그대로 나타난다. 그런데 정부가 사회적 가치평가를 통해 사업지원 여부를 결정하는 경우, 정부로부터 지원을 받아야 하는 사회혁신 분야의 조직들은 표준화된 평가 기준을 충족하기 위해 자신의 역량을 집중할 가능성이 높다. 이런 ‘행태 변화’는 이 지표에 포함되지 않은 사회혁신 조직의 다른 목표에 부정적인 영향을 미치고 왜곡된 결과를 초래할 수 있다. 한편, 사회혁신 및 사회적 가치 분야의 이론적 개념과 논쟁에서와 마찬가지로, 실제 정책 현장에서 사회혁신 분야의 조직들이 창출하는 사회적 가치를 논증하는 과정 역시 그 방법의 적절성, 개념의 모호성 등에서 다양한 쟁점을 표출해왔다. 그 결과 대표적인 사회혁신 분야로 제시되는 사회주택, 공동체, 사회적경제 등 정책분야에서도 해당 분야가 창출하는 사회적 가치에 대한 개념적 차원의 제시가 있었으나, 이것이 사회적 합의 과정으로 이행되는 데에는 한계를 보인다. 더구나 정책과정의 일차적 산출물을 중심으로 평가하는 현재의 수준에서는 해당 영역의 사회적 가치를 과소평가할 가능성이 높다. 사회적 가치 중심의 정책 전환 시도는 그동안 상대적으로 과소 평가되어온 사회혁신 분야의 정책적 타당성을 높이고, 정책이 확대될 수 있는 사회적 합의를 이끌어줄 것으로 기대된다. 또한 정책 추진과정에서는 사회혁신 분야의 각 부문이 가지는 세부적인 사회적 가치에 정책적 우선순위를 결정하는 데에도 일정한 기여를 할 것이다. 지방정부 차원에서 사회적 가치 중심으로 정책을 전환하기 위해서는 무엇보다 ‘좋은 삶’을 사회적 가치가 추구해야 할 지향으로 삼을 필요가 있다. 사회적 가치는 개인과 집단의 ‘좋은 삶’에 어느 만큼 기여하는지(또는 파괴하는지)에 따라 측정되어야 한다. 그 측정의 기준으로는 ‘사회적으로 최소한의 것들(social minima)’이라는 개념을 활용할 수 있다. 사회적 가치 중심으로의 정책 전환은 지방정부의 전 영역에서 전면적으로 시행하기보다 일부 사회혁신 분야에서 정책 과정에 대한 ‘정책 실험’을 우선 진행하는 것이 바람직하다. 이를 위해 사회혁신 영역에서 사회적 가치를 정의하고 사회적 가치 체계를 구상하는 ‘(가칭)사회적 가치 위원회’의 설치를 제안한다. 그리고 ‘사회적 가치 위원회’의 대표성을 강화하고 일반 주민의 집단적 합리성을 사회적 가치 부문에 반영하기 위해 ‘(가칭)사회적 가치 플랫폼’의 구성을 제안한다. 이 플랫폼은 위원회가 공표한 사회적 가치 체계와 사회적 가치의 평가 기준을 대중적으로 논의하고 새로운 제안을 받아들이는 역할을 할 것이다. The purpose of this study is to suggest ways for the shift to ‘social value-oriented’ policies in social innovation through reviewing the concept of social value in theoretical perspective and overcoming the problems of the evaluation methods of social value. There is ambiguity in the concept of social innovation in relation to ‘how to set its purpose, that is, what are social problems to be solved’. Also, there is a contradiction between ‘substantial rationality’ and ‘formal rationality’ in the concept of social value. Those ambiguity and contradiction can only be resolved when two concepts are combined in theoretical and practical approaches. It is possible to set social problems based on (social) value criteria, and the contradiction between formal rationality and formal rationality can be resolved when we focus on the elements of social innovation such as ‘new’ social relationships, social activities and social products. In order to promote the activities of social innovation organizations pursuing social value, it is necessary to measure and evaluate its outputs or outcomes. In reality, however, the measurement of social value tends to be used for functional purposes to raise funds from social financing institutes or public sectors by justifying the social value created through its activities. Thus, the measurement of social value for functional purposes is mainly related to the ‘transcendental’ aspect of social value rather than its ‘immanent’ aspect. The measurement methods of social value have been developed since the 2000’s; from accounting approaches to non-accounting approaches including the point of view of various stakeholders, and then to methods composing the evaluation indices and weights of social value by the participation of many people. However, almost methods have applied ‘standard criteria’ to evaluate the activities of organizations that create social value. It has been adopted even when the government decides whether it support the projects of the Third Sectors. In this case, those organizations might do their best to satisfy the criteria because they are very hard to keep their activities without the support from the government, which could have negative impact on their other activities that are meaningful but not included in the criteria (or have a small weight in evaluation). The shift to ‘social value-oriented’ policies in social innovation are expected to increase policy feasibility: in fact, activities for social innovation have been relatively underestimated. It also lead to a social consensus in which policies for social innovation can be expanded, and it will contribute to determining the policy priorities of activities for social innovation. In order to implement ‘social value-oriented’ policies in a region, it is necessary to define the ‘good life’ that social value should pursue. Social value should be measured according to how much it contributes to (or destroys) the ‘good life’ of individuals and communities. Here, the concept of ‘social minima’ could be used as a criteria of the ‘good life’. In line with ‘social value-oriented’ policies, ‘policy experimentation’ is desirable in supporting some activities for social innovation. To do so, we suggest the establishment of the ‘Social Value Committee’ that defines social value and designs an evaluation system related to the activities of social innovation. In addition, in order to strengthen the representation of the ‘Social Value Committee’ and to reflect the collective rationality of citizens, we propose to launch the ‘Social Value Platform’. It will contribute to promoting public discussion on social value lists and their evaluation criteria composed by the Committee, drawing new proposals.