SNS as Visualized Self-Concept : Assessing Brand Loyalty when Facebook is Used as a Relationship Building Platform Driven by Personal Talk
- 주제(키워드) Brand Loyalty , Professional Talk , Personal Talk , Visualized Self-Concept , Self-Concept Clarity , Self-Disclosure
- 발행기관 서강대학교 대학원
- 지도교수 김충현
- 발행년도 2012
- 학위수여년월 2012. 8
- 학위명 석사
- 학과 및 전공 일반대학원 신문방송학과
- 실제URI http://www.dcollection.net/handler/sogang/000000047538
- 본문언어 영어
- 저작권 서강대학교 논문은 저작권 보호를 받습니다.
초록/요약
The primary purpose of this research was to introduce visualized self-concept, providing a display of one’s self by means of self-disclosing one’s self-concept clarity in a virtual realm - within the context of Facebook and explain its role in influencing brand loyalty when communication style is manipulated. The recent study examined the effect that VSC and communication style (personal talk, professional talk, non-responsive) has on brand loyalty amongst Facebook users. To investigate the research question, the study employed a 2 (VSC: high, low) x 3 (communication style: personal talk, professional talk, non-responsive) factorial design. Furthermore, a survey was conducted with a total of 414 English-speaking Facebook users. The findings of the study indicated that utilizing Facebook as a two-way communication channel (i.e., relationship building tool) can result in a sense of brand loyalty amongst Facebook users. In addition, implementing personal talk on high VSC users generated a significant difference in the level of brand loyalty.
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