공적자기의식과 나르시시즘이 페이스북 브랜드 팬페이지의 공유의도에 미치는 영향 = 브랜드 컨셉의 조절효과 분석

국문 초록 (Abstract)

페이스북에서는 자아정체성 표출, 자기표현 맥락에서 자신의 이미지를 표현하는데 유용한 정보들이 주로 이용된다. 본 연구는 브랜드가 가지는 자기표현적 기능이 페이스북에서의 브랜드 정보공유에 영향을 미칠 것으로 보았으며, 이에 따라 자아표현에 유용한 수단이 되는 자아-일치 브랜드가 브랜드 팬페이지 공유에 영향을 미칠 것으로 보았다. 본 연구는 이러한 특성을 반영하여, 이용자들의 특정 심리적 요인에 따른 자아-일치 브랜드 팬페이지에 대한 공유의도의 차이를 검증하고자 하였다. 이를 위해 페이스북 이용과 관련된 심리요인 공적자기의식과 나르시시즘을 중심으로 자아-일치 팬페이지에 대한 공유의도의 차이를 검증하였으며, 또한 이러한 심리적 요인과 공유의도에 대한 브랜드 컨셉(상징적 vs. 기능적)의 조절효과를 분석하였다. 페이스북 이용경험이 있는 20~30대 성인남녀를 대상으로 온라인 설문을 진행하였고, 이를 토대로 심리요인과 브랜드 컨셉에 따른 팬페이지 공유의도를 분석하였다. 연구 결과, 페이스북 이용자의 공적자기의식과 나르시시즘적 성향이 높을수록 자아-일치 팬페이지에 대한 공유의도가 높은 것으로 나타났으며, 브랜드 컨셉(상징적 vs. 기능적)에 따른 상호작용을 검증한 결과, 나르시시즘과 브랜드 컨셉에서 유의한 상호작용이 검증되었다. 즉, 나르시스트적 성향이 강할수록, 상징적 컨셉의 자아-일치 브랜드 팬페이지에 더 높은 공유의도를 갖는다. 본 연구는 이러한 결과를 통해 기업의 팬페이지 운영에 전략적 방향을 제시하고, SNS와 소비자 심리에 대한 이론적 시사점을 제시하고자 한다.

다국어 초록 (Multilingual Abstract)

Recently, numerous studies have attempted to explore how and why people use facebook. But there has been scant attention to the use behavior of the facebook fanpage, an important tool for the facebook marketing in academic area. This study aims to explore how socio-psychological factors have effects on the share intention of fanpage. Centrally focusing on the self-congruent brand fanpage, we analyzed the effects of public self-consciousness, narcissism and brand concept(symbolic vs. functional) on the fanpage share intention. We conducted online survey from the 20-40 aged facebook users and examined the data. The analysis suggested that public self-consciousness, narcissism, and brand concept were significantly related with the share intention of the self-congruent brand fan page. Specifically, users with a high level of public self-consciousness and narcissism are more likely to share their fanpage than those with low level of self-consciousness and narcissism. And the interaction effect between the narcissism and brand concept on the sharing intention has been shown to be significant. People with high level of narcissism showed higher share intention in the symbolic brand concept than in functional brand concept. But the interaction effect between the public self-consciousness and brand concept was marginally significant. Based on these findings, we suggested theoretical and practical implication.

참고문헌 (Reference)

1 윤태환, "호스피탈리티브랜드와 자아이미지의 일치성 측정에 관한 연구: 직접측정과 간접측정의 예측력 비교" 한국호텔관광학회 13 (13): 307-318, 2011

2 이호규, "페이스북의 정체성에 대한 탐색적 시론: 커뮤니케이션 상황에 대한 인식과 커뮤니케이션 양식을 중심으로" 사이버커뮤니케이션학회 28 (28): 129-172, 2011

3 전성민, "페이스북 시대: 소셜 네트워크를 활용한 비즈니스와 마케팅" 한빛미디어 2010

4 최은영, "패션 브랜드의 페이스북 커뮤니케이션을 통한 프로모션 사례연구 - 공감, 참여적 요소를 중심으로 -" 한국복식학회 62 (62): 137-151, 2012

5 손주영, "이미지 일치성과 제품속성이 브랜드 태도와 브랜드 결속에 미치는 영향" 인하대학교 대학원 2005

6 황연순, "소비자의 나르시시즘성향과 의류제품추구혜택" 한국의류산업학회 12 (12): 338-346, 2010

7 장준수, "브랜드 개성-자아 이미지 일치성이 구매의도에 미치는 영향 : 자기 감시성과 제품유형의 조절효과" 한국광고학회 22 (22): 7-23, 2011

8 류강석, "고객추천 보상프로그램이 소비자의 추천의도에 미치는 영향 : 보상유형, 고객-브랜드 관계의 질, 제품사용지위의 역활을 중심으로" 한국마케팅학회 19 (19): 179-196, 2004

9 DMC 미디어 마케팅팀, "www.dmcreport.co.kr/include/download. php?sType=premium& iFileKey=231"

10 Bushman, Brad J., "What’s in a Name? The Moderating Role of Public Self-Consciousness on the Relation Between Brand Label and Brand Preference" 78 (78): 857-851, 1993

11 Ackerman, R. A., "What Does the Narcissistic Personality Inventory Really Measure?" 18 : 67-87, 2011

12 Schau, H. J., "We Are What We Post? Self-Presentation in Personal Web Space" 30 (30): 385-404, 2003

13 Sheldon, P., "The Relationship between Unwillingness to Communicate and Students' Facebook Use" 20 (20): 67-75, 2008

14 Aaker, Jennifer L., "The Malleable Self: The Role of Self-expression in Persuasion" 36 (36): 45-57, 1999

15 Xu, Y., "The Influence of Public Self-consciousness and Materialism on Young Consumers' Compulsive Buying" 9 (9): 37-48, 2008

16 Hogg, M. K., "The Impact of Self-monitoring on Image Congruence and Product/Brand Evaluation" 34 (34): 641-666, 2001

17 Irmak, Caglar, "The Impact of Product Name on Dieters' and Nondieters' Food Evaluations and Consumption" 38 (38): 390-405, 2011

18 Sedikides, C., "The I That Buys : Narcissists as Consumers" 17 (17): 254-257, 2007

19 Bhat, Subodh, "Symbolic and Functional Positioning of Brands" 15 (15): 32-43, 1998

20 O’Cass A, "Status Brands: Examining the Effects of Non-product-related Brand Associations on Status and Conspicuous Consumption" 11 (11): 67-88, 2002

21 "Socialbakers"

22 Mehdizadeh, Soraya, "Self-presentation 2.0 : Narcissism and Self-esteem on Facebook" 13 (13): 357-365, 2010

23 Fenigstein, A., "Self-consciousness, Self-attention, and Social Interaction" 37 (37): 75-86, 1979

24 Sirgy, M. Joseph, "Self-concepts in Consumer Behavior: A Critical Review" 9 : 287-300, 1982

25 Escalas, Jennifer Edson, "Self-Construal, Reference Groups, and Brand Meaning" 32 : 378-389, 2005

26 Becherer, Richard C., "Self- Monitoring as a Moderating Variable in Consumer Behavior" 5 : 159-163, 1978

27 Fenigstein, A., "Public and Private Self-consciousness : Assessment and Theory" 43 (43): 522-527, 1975

28 Baumeister, Roy F., "Public Versus Private Expectancies of Success: Confidence Booster or Performance Pressure?" 48 (48): 1447-, 1985

29 Shim, Minsun, "Photograph Use on Social Network Sites among South Korean Colleage Students: The Role of Public and Private Selfconsciousness" 11 (11): 489-493, 2008

30 Vorvoreanu, M., "Perceptions of Corporations on Facebook : An Analysis of Facebook Social Norms" 4 (4): 67-86, 2009

31 Grubb, Edward L., "Perception of Self Generalized Stereotypes and Brand Selection" 5 (5): 58-63, 1968

32 DeAndrea, David C., "Online Language: The Role of Culture in Self-Expression and Self-Constual on Facebook" 29 (29): 425-442, 2010

33 Buss, D. M., "Narcissistic Acts in Everyday Life" 59 (59): 179-215, 1991

34 Emmons, R., "Narcissism: Theory and Measurement" 52 : 11-17, 1987

35 Ong, Eileen Y. L., "Narcissism, Extraversion and Adolescents' Self-presentation on Facebook" 50 : 180-185, 2011

36 Carpenter, Christopher J., "Narcissism on Facebook: Self-Promotional and Anti-social Behavior" 52 : 482-486, 2012

37 Brown, R. P., "Narcissism and the Nonequivalence of Self-esteem Measures: A Matter of Dominance?" 38 : 585-592, 2004

38 Brown, R. P., "Narcissism and the Nonequivalence of Self-esteem Measures : A Matter of Dominance?" 38 : 585-592, 2004

39 Buffardi, Laura E., "Narcissism and Social Networking Web Sites" 34 (34): 1303-1314, 2008

40 Zeigler-Hill, Virgil, "Narcissism and Self-esteem Reactivity: The Role of Negative Achievement Events" 44 (44): 285-292, 2010

41 Zeigler-Hill, Virgil, "Narcissism and Self-esteem Reactivity: The Role of Negative Achievement Events" 44 : 285-292, 2010

42 DeWall, Nathan C., "Narcissism and Implicit Attention Seeking: Evidence from Linguistic Analyses of Social Networking and Online Presentation" 51 : 57-62, 2011

43 Sedikieds, Constantine, "Narcissism and Brand Name Consumerism, In The Handbook of Narcissism and Narcissistic Personlaity Disorder" Hoboken 382-392, 2001

44 Aiken, L. S., "Multiple Regression: Testing and Interpreting Interactions" Sage 1991

45 Gonzales, Amy L., "Mirror, Mirror on My Facebook Wall Effects of Exposure to Facebook on Self-esteem" 14 (14): 79-83, 2011

46 Burroughs, James E., "Materialism and Well-being: A Conflicting Values Perspective" 29 (29): 348-370, 2002

47 Utz, Sonja, "It Is All About Being Popular : The Effects of Need for Popularity on Social Network Site" 15 (15): 91-98, 2012

48 Lin, Kuan-Yu, "Intention to Continue Using Facebook Fan Pages from the Perspective of Social Capital Theory" 14 (14): 165-170, 2011

49 Taylor, David G., "Friends, Fans, and Followers: Do Ads Work on Social Networks? How Gender and Age Shape Receptivity?" 51 : 258-275, 2011

50 Emmons, R. A, "Factor Analysis and Construct Validity of the Narcissistic Personality Inventory" 48 : 291-300, 1984

51 Gangadharbatla, Harsha, "Facebook Me: Collective Selfesteem, Need to Belong, and Internet Self-efficacy as Predictors of the Igeneration's Attitudes toward Social Networking Sites" 8 (8): 5-15, 2008

52 Park, C. Whan, "Evaluation of Brand Extensions: the Role of Product Feature Similarity and Brand Concept Consistency" 18 : 185-193, 1991

53 Malär, Lucia, "Emotional Brand Attachment and Brand Personality : The Relative Imprortance of the Actual and the Ideal Self" 75 : 35-52, 2011

54 Gogolinski, Tara B., "Effects of Self-monitoring and Public Self-consciousness on Perceptions of Facebook Profiles" 1 (1): 1-30, 2010

55 Supphellen, M., "Drivers of Intention to Re-visit the Website of Wellknown Companies: The Role of Corporate Brand Loyalty" 43 (43): 341-352, 2001

56 Jamal, A., "Consumers and Brands : A Study of the Impact of Self- Congruence on Brand Preference and Satisfaction" 19 (19): 482-492, 2001

57 Twenge, Jean M, "Birth Cohort Increases in Narcissistic Personality Traits among American College Students, 1982-2009" 1 (1): 99-106, 2010

58 Sirgy, M. Joseph, "Assessing the Predictive Validity of Two Methods of Measuring Self-image Congruence" 25 (25): 229-241, 1997

59 Snyder, M., "Appeals to Image and Claims about Quality: Understanding the Psychology of Advertising" 49 (49): 586-597, 1985

60 Ryu, Gangseog, "A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood" 71 (71): 84-94, 2007