직원 참여형 SNS 마케팅이 고객 반응과 항공사 브랜드 이미지에 미치는 영향

초록

This study aims to explore how the recently emerging employee-engaged SNS marketing can be applied within the airline by examining its structural relationships. This study empirically analyzes the impact of employee-engaged SNS marketing by the airline on customer affective responses, cognitive responses, and airline brand image. To test the research model developed from prior studies, a survey was conducted among customers who had experienced employee-engaged SNS marketing from the Korean airlines, and 233 valid responses were collected and analyzed using structural equation modeling(SEM). The results revealed several key findings: First, employee-engaged SNS marketing has a significant positive effect on both customer affective and cognitive responses. Second, these customer affective and cognitive responses significantly positively impact the airline brand image. Third, employee-engaged SNS marketing was found to have a significant negative effect on airline brand image. Fourth, customer responses play a significant mediating role in the relationship between employee-engaged SNS marketing and airline brand image. This study offers academic insights into the influence of employee-engaged SNS marketing on airline brand image through customer responses. Practically, the findings suggest that airlines should carefully design employee-engaged SNS marketing strategies that effectively elicit positive affective and cognitive responses to enhance airline brand image.

키워드