페이스북 브랜드 페이지 게시글의 언어심리학적 특성이 사용자 반응에 미치는 영향

Abstract

With the ever increasing adoption of social media, many companies are embracing it actively for communication with customers. Although various studies have already been conducted about the use of social media by companies, it is yet hard to find the ones that have analyzed the psycho-linguistic aspects of brand pages, especially in Korea. In this study, the brand pages of some Korean select shops on Facebook were analyzed to investigate the relationship between the use of first-person singular pronouns and cognitive words in the posts, and the reaction of the users to the posts. It was supposed that, because a first-person singular pronoun can express self-centeredness and independence, increased use of it in a post can have negative impact on user reaction in Korea where collectivism is dominant in contrast to the western culture. Because cognitive words can stimulate or help consumers to perform cognitive information processing, it was supposed that using such words in a post can have more positive impact for high-involvement products compared with low-involvement ones. A software program was developed for analyzing the Korean texts on the brand pages, and the data were analyzed using multiple regression. The result showed a significant negative impact of using first-person singular pronouns on user reaction confirming the hypothesis. It was also shown that product involvement moderates the impact of cognitive words on user reaction as hypothesized.