Recently, companies started to use Facebook fan page as a new marketing tool on the basis of the fact that the Facebook fan page enabled real-time interactive communication with users, and made it possible to forge a continuous and amiable relationship, and made it possible to build public relations and brand image. This marketing through Facebook fan page is regarded as important in the Facebook marketing of medium-low price hotel reservation site, tourism business. This is because, in the Facebook page of medium-low price hotel reservation site, through message, users are provided with diverse information such as information about tourist attractions in the vicinity besides information about medium-low price hotel, and through the provided information, the interaction of communication and sympathy with user is accomplished.
Such information provision and interaction such as communication and sympathy among a company and users is accomplished through message provided by the company. However, though a company suggests various messages through SNS, the actual condition is that studies relating to interaction according to the type of message provided by company are insufficient.
Therefore, this study is intended to check an effect produced on electronic Word of mouse by an experience in interaction between company and user, which occurs according to the type of message provided by the company.
For the empirical analysis of this study, through examining a precedent study, messages provided by companies were classified into 2 types such as corporate information message type and daily sympathetic type. And interaction between company and user in corporate SNS was divided into pragmatic interaction experience, sociability interaction experience, usability interaction experience, and hedonic interaction experience, and then a study was carried out.
According to the results of empirical analysis, it was shown that an experience in customer interaction occurring through corporate information message type and daily sympathetic type had a significant difference according to message type.
Besides, with regard to an effect that an experience in interaction occurring through corporate information message type had on electronic Word of mouse, it was shown that pragmatic interaction experience had the largest effect, being followed by usability interaction experience, and then hedonic interaction experience. And it was shown that sociability interaction experience didn''t have effect on the electronic Word of mouse.
On the other hand, with regard to an effect that an experience in interaction occurring through daily sympathetic type had on electronic Word of mouse, it was shown that hedonic interaction experience had the largest effect, being followed by pragmatic interaction experience, and then sociability interaction experience. And it was shown that usability interaction experience didn''t have effect.
Therefore, it was shown that there was a difference in an effect produced on electronic Word of mouse by experience in interaction occurring according to corporate information message type and daily sympathetic type.
It is expected that the results produced through this study of an effect which interaction according to message type has on electronic Word of mouse will give implications from the viewpoint of marketing where a company can properly communicate with users through messages suggested by the company in the SNS marketing of company, in which the importance of interaction increases, and information about the company can be more efficiently transmitted by word of mouth through users.