소셜미디어 이용 동기의 차원 분석과 마케팅 시사점에 관한 탐색적 연구

초록

Recently social media becomes important tool for the communication in the era of network. Especially the interest in the social media gets larger in the field of marketing because social media can be used as a tool of marketing. Furthermore, traditional media such as TV and newspaper become losing the trust because they tend to deliver their message with one directed way. In the contrary, social media is gaining the trust in the delivering message because the friends of the users send the message. But to use the social media as a strategic tool in the marketing, we need to understand why people participate in the social media. That is to say, what motives they have in the use of social media. If we understand the motives of participation, we can use the motives in building the marketing strategy by connecting them to marketing information. So, understanding the users' motive might be a starting point of social media marketing. Former studies listed why users participate in the use of social media. Their studies simply enumerate bits of information. These kinds of former studies have given much difficulties in performing the research on the effective social marketing strategy. Thus the work of organizing the use motives of social media. Under these backgrounds, this study This study tried to organize the motivation of using social media. We divided the user's motivations into three dimensions such as social motive, functional/ informational motive and hedonic motive through the analyzing the former studies. Additionally we empirically tested the proposed structure of use motives found in the literature review with a qualitative methods such as focus group interview and content analysis in Twitter. In the empirical study, the participants mentioned that their primary motive in the use of social media was to build and keep social relationships, and they did not give much importance to functional and hedonic motive. This study shows that users don't want marketing activities in the social media, since their primary motivation is social. In the future, this study should expand in the point of methodological view. Since this study used a qualitative method mentioned above, it should be tested by the use of quantitative method with a large sample.

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