친환경 관심 증진을 위한 인스타그램 활용 전략 및 효과 분석 -시각 이미지에 초점을 둔 그린플루언서의 콘텐츠 중심으로-
Strategies and Effects of Using Instagram for Promoting Environmental Awareness -a study on greenfluencers content with a focus on visual imagery-
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초록
한국환경산업기술원의 친환경 국민 인지도 조사 보고서에 의하면 2019년부터 국민들의 환경문제 민감도 등이 낮아지고 있음이 보고되었다. 또한 관련 연구들에서도 친환경의 관심과 행동의 간극이 확인되었으며, 간극을 식별하고 환경 행동을 촉진하는 전략을 개발하는 데 중요한 통찰을 제공해 왔다. 해외에서는 SNS를 활용하여 친환경 관심을 증진하는 전략과 친환경 활동을 하는 인플루언서를 통칭하는 그린플루언서의 역할에 대한 연구를 통해 효과성이 밝혀졌으나, 국내에서는 그린플루언서에 대한연구가 부재하다. 이 연구는 SNS 대표 플랫폼인 인스타그램을 통해 친환경 관심을 높이는 전략을 그린플루언서의 콘텐츠가 친환경 관심에 미치는 영향을 조사하여 전략적 접근을 목적으로 한다. 연구의방법은 그린플루언서에 대한 이해를 높이기 위한 이론과 국내 그린플루언서 12개 계정의 콘텐츠 720 개를 선정하여 양적 내용분석을 통해 기반을 마련하여 콘텐츠의 표현 유형과 시각적 요소를 ‘좋아요수’와 ‘인게이지먼트 지수’의 분산분석을 진행하였다. 첫째, 표현 유형 간의 영향에서 '좋아요 수'에서는 특히 환경 문제 강조 유형이 높은 반응을 나타냈지만 '인게이지먼트 지수'에서는 유의미한 차이가나타나지 않았다. 둘째, 시각적 이미지 요소 간의 영향에서는 '좋아요 수'에서는 차이가 없었지만 '인게이지먼트 지수'에서는 인물과 활동, 제품 및 서비스, 환경 문제 상징의 요소가 높은 상호작용을 확인했다. 셋째, 표현 유형과 시각적 이미지 요소 간의 상호작용에서는 '좋아요 수'와 '인게이지먼트 지수' 모두에서 유의미한 상호작용이 나타났다. 이 연구는 그린플루언서의 식별과 선택에 도움을 주는 실용적인 지침을 제공하며, 콘텐츠 유형에 따른 친환경 관심과 영향 관계에 대한 자료를 제시하였다. 이는기업과 마케팅 전문가들이 그린플루언서와의 협력, 친환경 관련 캠페인, 그리고 마케팅 전략의 개발에근거와 지침을 제공하여 효과적인 전략 수립을 위한 시사점을 제시하였다.
Abstract
According to a report by the Korea Environmental Industry and Technology Institute, people’s sensitivity to the environment has been decreasing since 2019, and a gap between interest in environmental and behavior is being confirmed in Korea. Although environmental activities using SNS and greenfluencers are being effectively promoted overseas, there is a lack of research on this in Korea. This study aims to take a strategic approach to increasing interest in environmental through Instagram, a representative SNS platform, by examining the impact of greenfluencers’ content on interest in environmental. The research method was to select theories to improve understanding of greenfluencers and 720 contents from 12 domestic green influencer accounts to lay the foundation through quantitative content analysis to determine the type of expression and visual elements of the content by ‘likes’. and ‘Engagement Index’ were analyzed for variance. First, in terms of the influence between expression types, the type emphasizing environmental issues showed a particularly high response in the ‘number of likes’, but there was no significant difference in the ‘engagement index’. Second, there was no difference in the influence between visual image elements in the ‘number of likes’, but in the 'Engagement Index', high interaction was confirmed between the elements of people and activities, products and services, and symbols of environmental issues. Third, in the interaction between expression type and visual image elements, a significant interaction was found in both ‘number of likes’ and ‘engagement index’. This study provides practical guidelines for identifying and selecting greenfluencers, investigating the relationship between environmental interest and different types of content. It offers insights for corporations and marketing professionals to collaborate with green influencers, develop environmental campaigns, and formulate effective marketing strategies.
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