브랜드의 기후환경을 위한 소셜미디어캠페인 참여 유형 연구- 스포츠·아웃도어 브랜드 사례를 중심으로 -

Abstract

Today, as social interest and sensitivity to the climate environment are on the rise, several companies are actively conducting social media campaigns for the climate environment. As campaign participation methods and experiences diversified, it became necessary to study design differences for successful social media campaigns. This study aims to examine the participation and fun characteristics in order to find effective ways to participate in social media campaigns for the climate environment of brands. To this end, the theoretical background of participatory design and social media campaigns was examined, and the characteristics of participatory design were categorized into cognitive type, behavioral type, and co-creative type according to participants' perceptions and behavioral initiatives. Accordingly, social media campaigns of sports and outdoor brands that present products and activities closely related to the climate environment were selected and analyzed from the perspective of participation and fun. As a result first, by reinforcing the representative participation elements for each type, it can contribute to spreading information, value consumption, and sustainability of the campaign. Secondly, participation types appear complex, but individual, joint, and productive participation activities can be proposed according to the composition of participation elements for each type. Thirdly, the fun characteristic spreads the campaign through curiosity, and enables consumer immersion and continuous participation in the campaign through a sense of satisfaction and achievement. This study is significant in that it focuses on the relationship between participation and fun characteristic of social media campaigns for the climate environment.