최고경영자(CEO)의 소셜 미디어 활용 혁신도가 기업의 재무 성과에 미치는 영향: 기업의 혁신 역량의 조절 효과
Interplay between CEO’s Innovation and Corporate Innovation on Firm Performance: Social Media Adaptation as a Proxy of CEO Innovation
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초록
코로나 팬데믹 이후 언택트 채널이 확대되면서 소비자들의 소셜 미디어 활용도가 크게 증가하면서 새로운 소셜 미디어 채널들이 다양하게 등장하고, 이에 발맞추어 최근 들어 소셜 미디어를 활용하는 기업의 최고경영자들이 증가하고 있다. 최고경영자의 소셜 미디어 활동은 기업의 이미지를 재고시키고 가시성을 높이는 중요한 역할을 하고 있다. 이에 더해 다양한 소셜 미디어 채널들의 등장은 최고경영자들이 이를 얼만큼 빠르게 혁신적으로 활용하는지 주목하게 만들었다. 본 연구는 최고경영자의 소셜미디어 활용 혁신도가 기업의 재무적 성과에 미치는 영향을 살펴보고, 최고경영자 개인의 혁신 성향이 기업의 혁신 역량과 맞물리게 될 때 나타나는 시너지 효과에 주목하고자 한다. 실제 최고경영자의 소셜 미디어 활동 자료를 수집해 실증 분석한 결과 최고경영자의 다양한 소셜 미디어의 혁신적인 사용과 기업의 연구개발로 대표되는 혁신 역량과 결합할 때, 기업의 가치 평가가 정의 영향을 받는 것을 밝혔다. 본 연구는 기업의 전략과 성과에 미치는 최고경영자의 개인 특성 연구에 혁신성향을 추가하고, 기업의 혁신 역량과의 상호 작용을 함께 살펴봄으로써 기존 이론에 기여하고 실무적 시사점을 제공한다.
Abstract
After the COVID-19 pandemic, the expansion of untact channels has led to a significant increase in consumers' use of social media, resulting in the emergence of various new social media channels. In line with this trend, there has been a notable increase in the utilization of social media by CEOs of companies. The social media activities of CEOs play a crucial role in reevaluating and enhancing the company's image and visibility. Furthermore, the emergence of diverse social media channels has drawn attention to how quickly CEOs are innovatively leveraging these platforms. This study aims to examine the impact of CEOs' innovative use of social media on a company's financial performance and to explore the synergy effect that occurs when CEOs' individual innovation propensity aligns with the company's innovation capacity. Analyzing empirical data on actual social media activities of CEOs, the study revealed that the innovative use of various social media platforms by CEOs, coupled with the company's innovation capacity, particularly in research and development, significantly influences the company's valuation. By incorporating innovation propensity into research on CEOs' individual characteristics affecting corporate strategies and performance, this study contributes to existing theories and provides practical insights.
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