금융소비자 보호 이슈에 따른 금융회사의 소셜 미디어 커뮤니케이션 행태에 관한 내용분석 연구 : 페이스북 팬페이지를 중심으로

Abstract

The purpose of this study is to examine how major financial firms in SouthKorea enact utilize facebook fan-pages for relational maintenance and strategiccommunication in response to the socio-political and regulatorychanges on financial consumer protection under the light of an issue managementperspective. Specifically, this study aims to investigate whether differenttypes of financial firms display different levels of relational maintenancestrategies, message strategies, and communication tools presented in theirfacebook fan-pages in 2013 when the societal issues and political agenda offinancial consumer protection and welfare were developed and embodied inthe financial marketplace. To this end, 716 relational maintenance strategies,316 cover-stories, and 7569 corporate posting messages presented in 77 financialfirms’ facebook fan-pages were analyzed for the presence and qualityof variables identified in the public relations and advertising literature asmeasures of relational maintenance strategies, financial services advertising appeals, and services integrated marketing communication. Results showthat despite the increasing adoption of the facebook communication practiceand the importance of financial consumer protection, many financialfirms still do not seem to harness the unique potential of a facebook to thefullest extent for building and maintaining relationships with the public. However, financial firms differently use message strategies in cover-storiesand communication tools in posting messages to maximize the effectivenessof their advertising and promotion efforts in conjunction with the scopeand level of financial consumer protection issues. This paper is the fist attemptto provide a longitudinal overview of the state of financial firms’ facebooksand strategies. In addition, this paper give an insight into how financialfirms’ facebook fan-pages can serve as a real issue management tool inhelping to promote financial consumer welfare.