호텔 트위터 메시지의 언어적 특성이 고객 인게이지먼트에 미치는 영향 = Do the Linguistic Styles of Hotel’s Tweet Message Affect the Customer Engagement?

다국어 초록 (Multilingual Abstract)

Social media is used as a major marketing strategy for companies as a marketing tool to increase customer engagement. Social media marketing strategies are considered important in the context of communication as well as nature of the messages. Therefore, marketing communication through social media requires continuous content management and brand response strategies. This study analyzed the effect of the linguistic styles of the global chain hotel Twitter content on customer engagement based on the speech act theory. In addition, the differences in linguistic styles that affect customer engagement were discussed using replies to content as a moderating variable as a brand response strategy. Postings from official Twitter accounts operated by global chain hotels were collected, and the linguistic styles of Twitter posts were analyzed using LIWC 2015 software an automated text analysis program. Poisson regression analysis was used to analyze the relationship between customer engagement and linguistic styles. It was found that there is a difference in the linguistic styles of the social content strategy and the social monitoring strategy that affect customer engagement. The study expands the knowledge of existing research on corporate strategy and customer engagement using social media, and provides practical implications for the role of social media as a marketing communication strategy.

국문 초록 (Abstract)

소셜미디어는 고객 참여를 높이는 마케팅 수단으로 기업의 주요한 마케팅 전략으로 활용된다. 소셜미디어 마케팅 전략은 콘텐츠 특성 뿐만 아니라 커뮤니케이션 맥락에서도 중요하게 여겨진다. 따라서 소셜미디어를 통한 마케팅 커뮤니케이션은 지속적인 콘텐츠 관리와 브랜드 반응전략이 요구된다. 이 연구는 화행이론을 기반으로 기업의 글로벌 체인 호텔 트위터 콘텐츠의 언어적 특성이 고객 인게이지먼트에 미치는 영향을 분석하였다. 또한 브랜드 반응전략으로 콘텐츠에 대한 답변(replies)을 조절변수로 하여 고객 인게이지먼트에 영향을 미치는 언어적 특성의 차이점을 논의하였다. 실증분석을 위해 글로벌 체인 호텔이 운영하는 공식 트위터 계정의 게시글을 수집하였고, 자동화 된 텍스트 분석 프로그램인 LIWC 2015 소프트웨어를 활용하여 트위터 게시글의 언어적 특성을 분석하였다. 그리고 포아송 회귀분석을 사용하여 언어적 특성에 따른 고객 인게이지먼트의 관계를 분석하였다. 분석 결과, 고객 인게이지먼트에 영향을 미치는 소셜 콘텐츠 전략과 소셜 모니터링 전략의 언어적 특성에 차이가 있는 것으로 나타났다. 이 연구는 소셜미디어를 활용한 기업 전략과 고객 인게이지먼트에 대한 기존연구의 지식을 확장하며 마케팅 커뮤니케이션 전략으로서 소셜미디어 역할에 대한 실무적인 시사점을 제공한다.

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