금융소비자 보호 이슈에 따른 금융회사의 소셜 미디어 커뮤니케이션 행태에 관한 내용분석 연구
Financial Firms’ Use of Facebook for Relationship Management and Strategic Communication in Response to the Issues of Financial Consumer Protection
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초록
본 연구에서는 금융소비자 보호와 관련된 법적, 정책적, 규제적 환경이 구체화되고 이에 따른 사회적 이슈가 금융시장의 주요한 아젠다로 부각되기 시작하였던2013년 한 해 동안, 국내 금융회사의 페이스북 팬페이지에 나타난 관계지속 전략, 메시지 전략, 커뮤니케이션 수단을 이슈관리론 관점에서 분석하였다. 내용분석 연구결과에 의하면, 국내 금융산업 전반에 걸쳐 금융소비자 보호가 이슈화되는 과정 속에서 금융회사의 관계지속 전략에는 큰 변화가 나타나지 않았지만, 업종별로는 특수한 양상을 보였으며, 이는 특히 공개성과 과업공유 관계지속 전략에서 두드러졌다. 따라서 본 연구결과를 통하여 금융소비자 보호 시대에 금융회사들이 소셜 미디어를 통해 서로 상이한 이슈관리 정책과 접근법을 활용하고 있음을 알 수 있었다. 또한 페이스북 커버스토리의 메시지 전략과 포스팅에 사용된커뮤니케이션 수단을 분석함으로써, 금융소비자 보호 시대에 금융회사의 전략적 커뮤니케이션의 의도와 방향성을 파악하였다. 이와 관련해서 금융업종별로소비자를 이해하고 관리하는 전략적, 전술적 입장과 행태를 세부적으로 이해할 수 있었다. 본 연구에서는 결과를 종합하여 금융회사의 영업, 판매활동을 진작시키고 동시에 금융소비자 보호를 병행할 수 있는 소셜 미디어 PR 전략을 제안하였다. 더 나아가서 금융소비자 보호가 더욱 이슈화 될 향후 국내 금융시장에서금융회사, 소비자, 정부기관이 상보적으로 역할을 할 수 있는 소셜 미디어 환경과 PR 커뮤니케이션 전략에 대하여 논의하였다.
Abstract
The purpose of this study is to examine how major financial firms in SouthKorea enact utilize facebook fan-pages for relational maintenance and strategiccommunication in response to the socio-political and regulatorychanges on financial consumer protection under the light of an issue managementperspective. Specifically, this study aims to investigate whether differenttypes of financial firms display different levels of relational maintenancestrategies, message strategies, and communication tools presented in theirfacebook fan-pages in 2013 when the societal issues and political agenda offinancial consumer protection and welfare were developed and embodied inthe financial marketplace. To this end, 716 relational maintenance strategies,316 cover-stories, and 7569 corporate posting messages presented in 77 financialfirms’ facebook fan-pages were analyzed for the presence and qualityof variables identified in the public relations and advertising literature asmeasures of relational maintenance strategies, financial services advertising appeals, and services integrated marketing communication. Results showthat despite the increasing adoption of the facebook communication practiceand the importance of financial consumer protection, many financialfirms still do not seem to harness the unique potential of a facebook to thefullest extent for building and maintaining relationships with the public. However, financial firms differently use message strategies in cover-storiesand communication tools in posting messages to maximize the effectivenessof their advertising and promotion efforts in conjunction with the scopeand level of financial consumer protection issues. This paper is the fist attemptto provide a longitudinal overview of the state of financial firms’ facebooksand strategies. In addition, this paper give an insight into how financialfirms’ facebook fan-pages can serve as a real issue management tool inhelping to promote financial consumer welfare.
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