본 연구는 21세기 기업경영의 가장 중요한 트렌드인 진정성의 효과를 조직-공중 관계성, 기업명성, 공중의 구매행동 차원에서 고찰하였다 특히, 이들 간의 관계에 대한 실증적 검증을 통해 PR학의 중심을 차지하고 있는 관계관리와 명성관리 논의를 확장시키고, 진정성의 결과로 조직효과 차원의 공중의 구매행동을 살펴봄으로써 기업경영에서 진정성의 실질적 중요성을 입증해내고자 하였다 연구결과, 공중은 진정성이 있다고 인식하는 기업과의 관계에 더 만족하는 것으로 나타났으며, 조직-공중관계의 질은 진정성이 구매행동의도에 미치는 영향에 있어 매개적 역할을 하는 것으로 검증되었다 또한 기업의 진정성은 공중의 기업명성에도 유의미한 영향을 미치고 이것이 구매행동이나 추천의도와 같은 행동적 결과로 이어져 조직효과성을 높이는 것으로 나타났다 반면 구매행동의도에 대한 진정성의 효과는 유의미하지 않아 기업의 진정성 그 자체가 바로 구매행동으로 이어지지 않는 것으로 입증되었다 즉, 진정성이 구매행동의도에 미치는 영향에 있어 조직-공중관계성, 기업브랜드의 명성이 완전 매개의 역할을 하는 것으로 나타나 기업의 재무적 경영성과와 효과창출에 있어 진정성의 실천을 통한 공중관계 관리와 기업명성의 구축이 무엇보다 중요함이 입증되었다 또한 본 연구는 제시한 모델의 설명력이 710%로 나타나 조직-공중관계성의 질, 기업명성을 매개로 하는 진정성의 효과 모델이 재무적 성과 측면에서의 조직효과 창출에 적용할 수 있는 모델임을 보여주고, 진정성의 상업화에 대한 주의와 함께 실무적 시사점을 제시하였다

진정성 (authenticity) 효과

Planning for Sustainability: Creating livable, equitable and ecological communities is a thoroughly rewritten and expanded second edition of an early book by the author published in 2004. In the bo...

Planning for sustainability: creating livable, equitable and ecological communities

A cross-cultural comparison of Croatian and American social network sites

Purpose




The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a purchase decision in the retail sector.




Design/methodology/approach




A quantitative research methodology was used and the data were collected from 278 customers of retail stores in Malaysia. The collected data were analysed using SPSS 19 and structural equation modelling on AMOS.




Findings




The findings showed that corporate social responsibility has significant positive effects on a purchase decision, whereas sales promotion has a negative effect on purchase decision. The outcomes of this study also indicated that store environment has a significant positive effect on consumers’ purchase decisions. Contrary to expectations, the findings revealed that the effect of social media marketing on purchase decision is insignificant. Finally, the results showed that perceived value has a significant positive effect on a purchase decision.




Originality/value




The findings of this study contribute to an understanding of the importance of the selected factors in affecting a consumer’s purchase decision in the retail industry.

/pdf/an-examination-of-the-factors-affecting-consumer-s-purchase-2szs2ycc79.pdf

An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market

In this article, we investigate the relation between customer loyalty and social media engagement. Two dimensions of customer loyalty are considered: affective and conative loyalty. We distinguish two forms of social media engagement: consuming of social media (passive engagement) and contribution to social media (active engagement). In a survey among 1,050 customers of a travel agency, the level of engagement of customers with the company’s social media activities is measured in relation to their degree of loyalty. Results show a partial positive relationship between social media engagement and customer loyalty: only consuming social media is directly related to affective loyalty.

Engagement-Based Loyalty: The Effects of Social Media Engagement on Customer Loyalty in the Travel Industry

/pdf/the-impact-of-social-media-marketing-on-brand-loyalty-41xuiw5s1g.pdf

The Impact of Social Media Marketing on Brand Loyalty

Attractive or Credible Celebrities: Who Endorses Green Products Better?☆

The Slow City (Cittaslow) concept represents an emerging global trend where participant small cities commit to growing sustainably by preserving their authenticity while celebrating their local cul...

The Impact of the Slow City Movement on Place Authenticity, Entrepreneurial Opportunity, and Economic Development:

Recent decades witnessed changes, opportunities, and challenges in marketing with the introduction of Web 2.0, the personalised, communicative form of the internet on which social media is based upon. Given the opportunities it provides, companies need to analyse and understand this new generation digital world and its users. Classifying diverse user behaviours into meaningful categories of user types can be a starting step. The objective of this study, therefore, is to classify the users according to social media usage preferences and determine their demographic profiles. For this purpose, a descriptive research was conducted in Turkey, which is considered as one of the most socially present emerging market nations. Cluster analysis, factor analysis, and ANOVA were applied on the data. The findings indicated that social media users in Turkey consist of five groups which are inactives (33%), sporadics (33%), entertainment users (12%), debaters (15%), and advanced users (7%). Implications are given for marketers who think about targeting one of these groups.

/pdf/social-media-marketing-exploring-the-user-typology-in-turkey-2gxrrmlzbp.pdf

Mesut Çiçek

Papers

The Impact of Social Media Marketing on Brand Loyalty

Attractive or Credible Celebrities: Who Endorses Green Products Better?☆

The Impact of the Slow City Movement on Place Authenticity, Entrepreneurial Opportunity, and Economic Development:

Social media marketing: exploring the user typology in Turkey

The Effects Of Information Technology Supported Education On Strategic Decision Making: An Empirical Study