본문 바로가기
KERD
논문KCI 등재

바이럴 마케팅 과정에서 사용자들이 느끼는 플로우와 팔로워십의 역할

Roles of Flow and Followership by the SNS Users in Viral Marketing

최미리|이동대
한국소비문화학회|2020.09|소비문화연구 (Journal of Consumption Culture)|제23권 제3호|pp. 1-30|DOI 10.17053/jcc.2020.23.3.001

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

동기플로우팔로워십바이럴 마케팅포워딩의도

초록

바이럴 마케팅 현상 즉 소셜 네트워크 서비스(SNS) 상에서 발생하는 메시지나 컨텐츠의 급속한 확산에는 SNS 사용자들의 동기가 주요한 역할을 하는 것으로 알려지고 있다. 하지만 SNS 사용자들의 동기만으로는 메시지의 급속한 재전파 현상을 설명하기에 부족한 점이 많다. 왜냐하면 SNS 사용자들의 메시지 재전파 의도는 동기뿐 아니라 그들이 메시지에 대해 느끼는 플로우와 커뮤니티 내에서 구성원으로서의 팔로워십 정도도 영향을 미칠 수 있기 때문이다. 현재까지 플로우와 팔로워십을 바이럴 마케팅 현상과 연계시켜 살펴보는 연구는 많지 않다. 이에 본 연구는 SNS 사용자들이 메시지를 받으며 느끼는 플로우와 커뮤니티 구성원으로서 가지는 팔로워십이 그들의 메시지 전파 동기와 어떤 관계에 있는지 살펴보고자 한다. 가상 커뮤니티 내에서의 커뮤니케이션 활동에 핵심적인 역할을 하는 것으로 알려진 네 가지 동기(소속 동기, 차별화 동기, 이타적 동기, 자기성장 동기)를 출발점으로 하여 본 연구는 플로우의 매개변수 역할과 팔로워십의 조절변수 역할을 Process Macro를 이용하여 분석하고 있다. 연구 결과에 의하면 동기들의 메시지 포워딩 의도에 대한 효과는 모두 플로우를 거쳐 간접적으로 나타났으며 직접적인 효과는 이타적 동기에서만 발견되었다. 또한 팔로워십의 조절효과는 이타적 동기에서만 발견되지 않았을 뿐 소속 동기, 차별화 동기, 자기성장 동기 등에서는 가설에서의 예측과 일치하였다. 본 연구에서는 이러한 내용들의 경영적 시사점과 향후 연구과제 등에 대해서도 다루고 있다.

Abstract

In the viral marketing, motivations of SNS users are critical. Yet, motivations are not enough to explain the phenomenon of rapid dissemination of information and contents on the SNS. That’s because not only motivations but factors like flow and followership felt by the SNS users also might have influences on the phenomenon. So far, there are few studies relating flow and followership concepts into the viral marketing phenomenon. Current study focuses on the roles of flow and followership felt by the SNS users in relation with their motivations for information dissemination on the SNS. Based on four types of motivation(Belonging, Differentiation, Altruistic, and Self-Growth) known as critical in the users’ communication activities in the cyber community, current study analyzes the mediating role of flow and the moderating role of followership using the Process Macro v.3.4. According to the results, all four types of motivation had indirect effects via flow on message forwarding intention, confirming the mediating role of flow. The direct effect on message forwarding intention by motivation was found only in the case of altruistic motivation. Moderating roles of followership were identified significant in three types of motivation(Belonging, Differentiation, Self-Growth), but not in the case of altruistic motivation. Besides these findings, current study deals with managerial issues and future study issues.

참고문헌 (96)

  1. 김정구, "마케팅활동, 사회적 상호작용, 플로우가 온라인 게임의 애호도와 구전에 미치는 영향에 관한 연구- 온라인 게임의 브랜드매력성과 브랜드일체감의 매개적 영향 -", 마케팅연구, 18(3), pp.93~120 (2003), 한국마케팅학회
  2. 박철, "온라인 소비자행동에서 플로우(Flow) 연구에 대한 비판적 검토", 소비자학연구, 19(2), pp.65~92 (2008), 한국소비자학회
  3. 조태종, "기업의 홍보 마케팅용 트위터의 리트윗 현황 분석: 이용자 특성과 콘텐츠 속성을 중심으로", 경영정보학연구, 14(1), pp.21~35 (2012), 한국경영정보학회[DOI]
  4. Ansari, Asim, "Building A Social Network for Success", Journal of Marketing Research, 55(3), pp.321~338 (2018)
  5. Ashton, Michael C., "Kin Altruism, Reciprocal Altruism, and the Big Five Personality Factors", Evolution and Human Behavior, 19, pp.243~255 (1998)
  6. Baker, Rachel P., "Examining Leadership Style and Employee Engagement in Organizational Citizenship Behaviors Toward the Ecological Environment", Doctor, pp.2016
  7. Baron, R. M., "The Moderator-Mediator Variable Distinction in Social Psychological Research : Conceptual, Strategic, and Statistical Considerations", Journal of Personality and Social Psychology, 51(6), pp.1173~1182 (1986)
  8. Batson, C. Daniel, "Prosocial Motivation : Is it ever Truly Altruistic?", Advances in Experimental Social Psychology, 20, pp.65~122 (1987)
  9. Baumeister, Roy F., "The Need to Belong : Desire for Interpersonal Attachments as a Fundamental Human Motivation", Psychological Bulletin, 117(3), pp.497~529 (1995)
  10. Baumeister, Roy F., "Handbook of Theories of Social Psychology:Volume Two", pp.121~140 (2011), Sage
  11. Borges-Tiago, "Exploring Users’ Motivations to Participate in Viral Communication on Cocial Media", Journal of Business Research, 101, pp.574~582 (2019)
  12. Borondo, J., "Characterizing and modeling an electoral campaign in the context of Twitter: 2011 Spanish Presidential Election as a case study", Chaos: An interdisciplinary Journal of Nonlinear Science, 22(2) (2012)[DOI]
  13. Botha, Elsamari, "To Share or not to Share : The Role of Content and Emotion in Viral Marketing", Journal of Public Affairs, 13(2), pp.160~171 (2013)
  14. Camarero, Carmen, "Social and Attitudinal Determinants of Viral Marketing Dynamics", Computers in Human Behavior, 27(6), pp.2292~2300 (2011)
  15. Chan, Kenny K., "Characteristics of the Opinion Leader : A New Dimension", Journal of Advertising, 19(3), pp.53~60 (1990)
  16. Chang, Ya Ping, "The Role of Perceived Social Capital and Flow Experience in Building Users' Continuance Intention to Social Networking Sites in China", Computers in Human Behavior, 28(3), pp.995~1001 (2012)
  17. Chiu, Hung-Chang, "The Determinants of e-mail Receivers' Disseminating Behaviors on The Internet", Journal of Advertising Research, World Advertising Research Center, 47(4), pp.524~534 (2007)
  18. Choi, Duke Hyun, "ERP Training with A Web-Based Electronic Learning System : The Flow Theory Perspective", International Journal of Human-Computer Studies, 65(3), pp.223~243 (2007)
  19. Cosmides, Leda, "Are Humans Good Intuitive Statisticians After All? Rethinking Some Conclusions From The Literature on Judgment Under Uncertainty", Cognition, 58(1), pp.1~73 (1996)
  20. Crowston, Kevin, "Stages of motivation for contributing user-generated content : A theory and empirical test", International Journal of Human-Computer Studies, 109(1), pp.89~101 (2018)
  21. Csikszentmihalyi, Mihaly, "Beyond Boredom and Anxiety" (1975), Jossey-Bass
  22. Csikszentmihalyi, Mihaly, "Flow: The psychology of optimal experience" (1990), Harper Perennail
  23. Csikszentmihalyi, Mihaly, "Optimal experience in work and leisure", Journal of Personality and Social Psychology, 56(5), pp.815~ (1989)
  24. Dichter, Ernest, "How word-of-mouth advertising works", Harvard Business Review, 44(6), pp.147~160 (1966)
  25. Dost, Florian, "Seeding as Part of The Marketing Mix : Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods", Journal of Marketing, 83(2), pp.62~81 (2019)
  26. Eisenberg, Nancy, "Altruistic Emotion, Cognition, and Behavior (PLE: Emotion)" (2014), Psychology Press
  27. Eisenberger, Robert, "Flow Experiences At Work : For High Need Achievers Alone?", Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior, 26(7), pp.755~775 (2005)
  28. Fairhurst, Gail T., "Organizational Discourse Analysis(ODA) : Examining Leadership as A Relational Process", The Leadership Quarterly, 23(6), pp.1043~1062 (2012)
  29. Favara, Leonard F., "Examining Followership Styles and Their Relationship with Job Satisfaction and Performance", Doctor, pp.2009
  30. Ferguson, Rick, "Word Of Mouth and Viral Marketing : Taking the Temperature of The Hottest Trends in Marketing", Journal of Consumer Marketing, 25(3), pp.179~182 (2008)
  31. Fornell, Claes, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
  32. Gladwell, M., "The Tipping Point: How Little Things Can Make A Big Difference Little Brown" (2000)
  33. Golder, Scott A, "Structural Predictors of Tie Formation in Twitter:Transitivity and Mutuality", Social Computing (SocialCom), 2010 IEEE Second International Conference on (2010), IEEE
  34. Hayes, Andrew F., "Introduction to Mediation, Moderation, and Conditional Process Analysis:A Regression-Based Approach" (2013), The Guilford Press
  35. Helm, Sabrina, "Viral Marketing-Establishing Customer Relationships By ‘Word-Of-Mouse’", Electronic Markets, 10(3), pp.158~161 (2000)
  36. Hinz, Oliver, "Seeding Strategies for Viral Marketing : An Empirical Comparison", Journal of marketing, 75(6), pp.55~71 (2011)
  37. Ho, Jason Y. C, "Viral marketing: Motivations to forward online content", Journal of Business Research, 63(9), pp.1000~1006 (2010)
  38. Hoffman, Donna L., "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations", The Journal of Marketing, 60(3), pp.50~68 (1996)
  39. Hoffman, Donna L., "Flow Online : Lessons Learned and Future Prospects", Journal of Interactive Marketing, 23(1), pp.23~34 (2009)
  40. Holbrook, Morris B., "Consumer Value: A Framework for Analysis and Research" (1999), Psychology Press
  41. Hornsey, Matthew, "The individual within the group: Balancing the need to belong with the need to be different", Personality and Social Psychology Review, 8(3), pp.248~264 (2004)
  42. Huang, Jinsong, "Factors Influencing Intention to Forward Short Internet Videos", Social Behavior and Personality : An International Journal, 40(1), pp.5~14 (2012)
  43. Hughes, David J., "A Tale of Two Sites:Twitter vs. Facebook and The Personality Predictors of Social Media Usage", Computers in Human Behavior, 28(2), pp.561~569 (2012)
  44. Jacobs, T. Owen, "Measures of leadership", pp.281~295 (1990), Leadership Library of America
  45. Johnson, Palmer Oliver, "Tests of Certain Linear Hypotheses and Their Application to Some Educational Problems", Statistical Research Memoirs, 1, pp.57~93 (1936)
  46. Jones, Steve, "The Internet Goes to College. Pew Internet & American Life", USDLA Journal, 16(10) (2002)
  47. Jurvetson, Steve, "Viral marketing, Netscape M-Files 1", ~ (1997)
  48. Kaur, Puneet, "Flow in Context:Development and Validation of The Flow Experience Instrument for Social Networking", Computers in Human Behavior, 59, pp.358~367 (2016)
  49. Katz, Daniel, "The Social Psychology of Organizations" (1978), Wiley
  50. Kellerman, Barbara, "Followership : How Followers Are Creating Change and Changing Leaders" (2008), Harvard Business Press
  51. Kelley, Robert E., "In Praise of Followers", Harvard Business Review, pp.2~8 (1988)
  52. Kelley, Robert E., "The Power of Followership:How to Create Leaders People Want to Follow, and Followers Who Lead Themselves" (1992), Broadway Business
  53. Kim, Myung Ja, "Obtaining a better Understanding About Travel-related Purchase Intentions among Senior Users of Mobile Social Network Sites", International Journal of Information Management, 37, pp.484~496 (2017)
  54. Kimmel, Allan J., "WOM and Social Media: Presaging Future Directions for Research and Practice", Journal of Marketing Communications, 20(1-2), pp.5~20 (2014)
  55. Kowal, John, "Motivational Determinants of Flow : Contributions from Self-Determination Theory", Journal of Social Psychology, 139(3), pp.355~368 (1999)
  56. Krebs, Dennis L., "Altruism – An Examination of the Copncept and a Review of the Literature", Psychological Bulletin, 73(4), pp.258~302 (1970)
  57. Kwak, Kyu T., "SNS　flow, SNS self-disclosure and post hoc interpersonal relations change : Focusd on Korean Facebook user", Computers in Human Behavior, 31, pp.294~304 (2014)
  58. Leary, Mark R., "Deconfounding the Effects of Dominance and Social Acceptance on Self-Esteem", Journal of Personality and Social Psychology, 81(5), pp.898~909 (2001)
  59. Lee, Eunju, "The Relationship of Motivation and Flow Experience to Academic Procrastination in University Students", Journal of Genetic Psychology, 166(1), pp.5~14 (2005)
  60. Leeds, R., "Altruism and the norm of giving", Merrill-Palmer Quarterly, 9, pp.229~240 (1963)
  61. Markus, H., , Journal of Personality and Social Psychology, 51, pp.858~866 (1986)
  62. Maslach, Christina, "Individuation: Conceptual Analysis and Assessment", Journal of Personality and Social Psychology, 49(3), pp.729~738 (1985)
  63. Maslow, Abraham H., "Toward a Psychology of Being" (2013), Start Publishing LLC
  64. Mathwick, Charla, "Play, Flow, and the Online Search Experience", Journal of Consumer Research, 31(2), pp.324~332 (2004)
  65. May, Rollo, "Freedom and Destiny" (1999), WW Norton & Company
  66. Mills, Maura J, "Motivation and Flow : Toward an Under standing of the Dynamics of the Relation in Architecture Students", Journal of Psychology, 142(5), pp.533~553 (2008)
  67. Munar, Ana M, "Motivations for Sharing Tourism Experiences Theough Social Media", Tourism Management, 43, pp.46~54 (2014)
  68. Naab, Teresa K., "Studies of User-Generated Content : A Systematic Review", Journalism, 18(10), pp.1256~1273 (2017)
  69. Novak, Thomas P., "Measuring The Customer Experience in Online Environments : A Structural Modeling Approach", Marketing Science, 19(1), pp.22~42 (2000)
  70. Pescher, Christian, "Consumer Decision-Making Processes in Mobile Viral Marketing Campaigns", Journal of Interactive Marketing, 28(1), pp.43~54 (2014)
  71. Phelps, Joseph E., "Viral Marketing or Electronic Word-Of-Mouth Advertising : Examining Consumer Responses and Motivations to Pass along Email", Journal of Advertising Research, 44(04), pp.333~348 (2004)
  72. Price, Linda L., "Everyday Market Helping Behavior", Journal of Public Policy & Marketing, 14(2), pp.255~266 (1995)
  73. Robitschek, Christine, "Personal Growth Initiative : The Construct and Its Measure", Measurement and Evaluation in Counseling and Development, 30(4), pp.183~ (1998)
  74. Rogers, Carl, "On Becoming A Person: A Therapist's View of Psychotherapy" (2012), Houghton Mifflin Harcourt
  75. Romero, Daniel M., "Machine Learning and Knowledge Discovery in Databases, ECML PKDD 2011" (2011), Springer
  76. Ryan, William, "Twitterspace: A Co-Developed Display using Twitter to Enhance Community Awareness", Proceedings of the Tenth Anniversary Conference on Participatory Design 2008 (2008), Indiana University
  77. San Jose-Cabezudo, Rebeca, "Determinants of Opening-Forwarding E-Mail Messages", Journal of Advertising, 41(2), pp.97~112 (2012)
  78. Schulze, Christian, "Not all Fun and Games : Viral Marketing for Utilitarian Products", Journal of Marketing, 78(1), pp.1~19 (2014)
  79. Schutz, William C., "FIRO: A Three Dimensional Theory of Interpersonal Behavior" (1966), Holt, Rinehart and Winston
  80. Shamir, Boas, "Follower-Centered Perspectives on Leadership: A tribute to The Memory of James R. Meindl", pp.9~39 (2007)
  81. Sicilia, Maria, "The Need to Belong and Self-Disclosure in Positive Word-of-Mouth Behaviours : The Moderating Effect of Self-Brand Connection", Journal of Consumer Behaviour, 15(1), pp.60~71 (2016)
  82. Stern, Paul C., "Value Orientations, Gender, and Environmental Concern", Environment and Behavior, 25(5), pp.322~348 (1993)
  83. Sundaram, Dinesh S, "Word-of-Mouth Communications : A Motivational Analysis", Advances in Consumer Research, 25(1), pp.527~531 (1998)
  84. Tang, Qing, "The Effects of Intrinsic and Extrinsic Motivations on Mobile Coupon Sharing in Social Network Sites, The Role of Coupon Proneness", Internet Research, 26(1), pp.101~119 (2016)
  85. Tellis, Gerald J., "What Drives Virality(Sharing)of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence", Journal of Marketing, 83(4), pp.1~20 (2019)
  86. Toi, MIho, "More Evidence that Empathy is a Source of Altruistic Motivation", Journal of Personality and Social Psychology, 43(2), pp.281~292 (1982)
  87. Trevino, Linda K, "Flow in Computer-Mediated Communication:Electronic Mail and Voice Mail Evaluation and Impacts", Communication Research, 19(5), pp.539~573 (1992)
  88. Uhl-Bien, Mary, "Followership Theory: A Review and Research Agenda", The Leadership Quarterly, 25(1), pp.83~104 (2014)
  89. Uhl-Bien, Mary, "Followercentered perspectives on leadership: A tribute to the memory of James R. Meindl", pp.187~209 (2007)
  90. Van der Lans, Ralf, "A Viral Branching Model for Predicting The Spread of Electronic Word Of Mouth", Marketing Science, 29(2), pp.348~365 (2010)
  91. Vaish, Rajan, "What’s in It for Me? Self-Serving versus Other-Oriented Framing in Messages Advocating Use of Prosocial Peer-To-Peer Services", International Journal of Human-Computer Studies, 109(1), pp.1~12 (2018)
  92. Vitak, Jessica, "Balancing Audience and Privacy Tensions on Social Network Sites : Strategies of Highly Engaged Users", International Journal of Communication, 9, pp.1485~1504 (2015)
  93. Whiting, Vicki R, "Mentoring in The 21st Century : Using The Internet to Build Skills and Networks", Journal of Management Education, 28(3), pp.275~293 (2004)
  94. Wilson, Ralph F., "The Six Simple Principles of Viral Marketing", Web Marketing Today, 70(1), pp.232~ (2000)
  95. Wortman, Max S., "Strategic Management and Changing Leader-Follower Roles", The Journal of Applied Behavioral Science, 18(3), pp.371~383 (1982)
  96. Xie, Qinwei, "Share it on Facebook: Examining Viral Marketing and Motives to Pass Along Electronic Content on SNS", American Academy of Advertising Conferences Proceedings 2012, pp.148~160 (2012)

관련 논문AI추천

소셜미디어 이용동기와 행복: 몰입의 매개효과를 중심으로박정열, 배지우한국사회및성격심리학회 · 한국심리학회지: 사회및성격2015 · 제29권 제3호라인 브랜드 커뮤니티의 이용 동기, 플로우(Flow), 커뮤니티 동일시, 브랜드 애착 간의 구조적 관계에 관한 연구한광석대한경영정보학회 · 경영과 정보연구2010 · 제29권 제2호SNS 사용자의 후 채택 행위에 관한 이해조현, 김병수, 이정민에스케이텔레콤 (주) · Telecommunications Review2014 · 제24권 제1호플로우가 개인형 커뮤니티 서비스의 재사용 의도에 미치는 영향한상일한국기업경영학회 · 기업경영연구2008 · 제15권 제1호소셜 네트워크 서비스 이용 동기의 다차원적 구조 및 영향관계옥정원대한경영정보학회 · 경영과 정보연구2012 · 제31권 제4호페이스북 이용동기가 페이스북 광고 확산 행동에 미치는 영향에 관한 연구최민욱한국디지털정책학회 · 디지털융복합연구2016 · 제14권 제12호

이 간행물의 다른 논문 (8건)

3D 가상착의 시스템의 특성이 이용태도 및 구매의도에 미치는 영향양희순, 유지헌, 이민선, 하희정, 노정심pp. 31-52모바일 뱅킹 서비스 사용자 태도 연구:한국 및 중국 소비자 간 비교를 중심으로이원준, 홍성태, 함형태pp. 53-68신제품의 디자인 단순성이 소비자 반응에 미치는 영향전종근, 조명환pp. 69-86반려견에 대한 보호자의 관계 인식과 관계 인식이 반려견 전문품 구매의도에 미치는 영향양수진pp. 87-109한국 가계의 소비양식 변화 연구: 1965~2016최현자, 최홍철pp. 111-141
원문 보기