소셜미디어의 참여 모델 분석–한국과 일본의 비교를 중심으로–

Abstract

In this paper, we analyze the engagement index and its models shown in the South Korean & Japanese corporate social media sites. The collection of empirical data on the social media sites in South Korea and Japan to analyze them and, based on this, we analyzed the company of the two countries’social media engagement index, and proposed a engagement models accordingly. Highlights of the paper is as follows. First, four each of the companies’cases in Korea and Japan, social media use is to be analyzed by sector (food and beverage, consumer products, entertainment, information and communication), the top three companies of each sectors were selected (a total of 24), and 10 social media channels for each company were chosen as subjects of the analysis. Second, analyzed the target companies by six sectors, namely industry classification, company name, the number of using social media channels, engagement index (score), full rankings, and the engagement models. Engagement models were classified as startup type, brand promotion seeking type, customer and communication seeking type, and customer satisfaction seeking type. After all, we analyzed the common points and difference of social media brand channel’s using style between Korean and Japanese companies.