기업 소셜미디어의 지속적 이용을 위한 소셜미디어 관리방향에 관한 연구: 신뢰와 관리능력을 중심으로

Abstract

It has been proven several times that companies are enjoying marketing benefits through the use of social media. However, as marketing using social media is no longer a specialized strategy for specific companies, companies are struggling between clear marketing effects and additional works and costs for managing social media. By encouraging continuous visits to social media, the desired marketing effectiveness can be achieved through systematic and efficient management. To that end, the study sought to verify the factors that generate the intention of continuous use, but to identify variables and trust in the managemental aspects of the company. As a result, the ability and policies to manage social media have a positive effect on informational trust and procedural justice informational trust has played an important role in forming trust of media, but is not relevant to ongoing use of social media. In addition, procedural justice has been proven to have influence on the formation of confidence of media, but not on the intention of continuous use. We hope that this study will lead to further research on how to increase corporate efforts in terms of managemental aspects for continuous use of corporate social media.