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The Effects of Actor Type and Source of Corporate Social Responsibility(CSR) Messages in Social Media An Application of the Persuasion Knowledge Model
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소셜미디어를 이용한 사회공헌 활동 PR에서 활동 주체와 전달 정보원에 따른 설득효과 연구 설득지식모형을 중심으로

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Type
Academic journal
Author
Journal
Korean Association for Advertising and Public Relations The Korean Journal of Advertising and Public Relations Vol.15 No.4 KCI Accredited Journals
Published
2013.10
Pages
38 - 72 (35page)

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The Effects of Actor Type and Source of Corporate Social Responsibility(CSR) Messages in Social Media An Application of the Persuasion Knowledge Model
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This study examined the effects of corporate social responsibility messages presented in social media, such as Facebook. To examine the role of sponsor type(profit vs. non-profit) and source type(organization vs. individual), attribution theory and persuasion knowledge model were applied. Results showed that sponsor type had a significant effect such that the public judged that the non-profit organizations had less persuasive intent, made more other-directed attributions, and showed more favorable responses to their CSR message compared with the profit organizations. The effect of source type and the interaction between the two were not significant. These results have important practical implications for corporate marketing communication in social media
#기업의 사회공헌활동 #CSR #설득지식모형 #귀인이론 #소셜미디어 #페이스북 #사회공헌활동 주체 #정보원 유형 #corporate social responsibility #attribution theory #persuasion knowledge model #social media #Facebook #actor type #source type

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1. [단행본] - 김영석 / 2008 / 설득커뮤니케이션 / 나남 google schola 2. [학술지(정기간행물)] - 김유정 / 2011 / 소셜네트워크서비스에 대한 이용과 충족 연구: 페이스북 이용을 중심으로 / 미디어, 젠더 & 문화 (20) : 71 ~ 105 dbpia 3. [학술지(정기간행물)] - 김윤애 / 2008 / 메시지 제시 형태(광고, 퍼블리시티, 블로그)에 따른설득 효과 차이 : 설득지식모델을 적용하여 / 한국언론학보 52 (5) : 130 ~ 159 dbpia 4. [학술지(정기간행물)] - 김재경 / 2009 / 블로그 마케팅에 대한 이용자 인식 연구 / Information Systems Review 11 (3) : 1 ~ 17 dbpia 6. [보고서] - 김재휘 / 2011 / 소셜미디어 광고의 확산과정 및 광고효과 연구. 광고진흥사업지원자금 연구보고서 google schola

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