귀농·귀촌자의 소셜미디어 활용 성공사례 연구

본 연구에서는 귀농 귀촌인들이 성공적인 정착을 할 수 있는 계기를 마련하고자 ‘소셜미디어’ 활용 사례를 연구하였다. 연구를 위해 귀농 귀촌 현상을 살펴보고 소셜미디어의 중요성을 알아보았다. 귀농 귀촌인 대상을 선정하여 인터뷰를 진행하였으며 필립코틀러의 마켓4.0의 5가지 마켓경로(인지, 호감, 질문, 행동, 옹호)와의 연관성을 사례분석을 통해 살펴보았다. 연구결과로 첫째, 귀농 귀촌인이 직접 재배하는 친환경 농산물을 성공적으로 판매할 수 있었던 주요 원인은 다음과 같다. 첫째, 소셜미디어를 적극적으로 활용했다. 둘째, 계절마다 농산물을 재배하고 수확하는 과정을 체험할 수 있는 프로그램을 운영하여 농산물에 대한 만족도를 높였다. 셋째, 현장체험 및 농산물의 사용 후기, 가격 등을 다양한 채널에서 검색을 가능하게 했으며 각 채널마다 고객과의 소통을 원활하게 했다. 넷째, 소셜미디어 운영에 있어 지속적으로 새로운 콘텐츠를 노출하여 연속적인 구매활동을 유도했다. 다섯째, 구매 후기를 활용하여 재구매를 유도했다.

http://society.kisti.re.kr/sv/SV_svpsbs03V.do?method=download&cn1=CFKO201915540968307

“귀농·귀촌자의 소셜미디어 활용 성공사례 연구”의 3개의 댓글

  1. 외식 프랜차이즈 기업의 SNS 마케팅 활동이 소비자 행동의도에 미치는 영향

    이주연, 이민지, 권다정, 정승연, 허순범
    프랜차이즈경영연구 10 (1), 43-52, 2019
    Purpose–Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology–The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results-As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions-The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers’ purchase intent by providing objective and realistic information. In order to increase the customers” repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.

    http://www.dbpia.co.kr/Journal/articleDetail?nodeId=NODE07717335

    일반 소규모 음식업을 하는 곳도 필요하겠지.. 꾸준히 할 수 있다면.. 모든 sns와 블로그 후기 댓글을 한곳으로 묶어서 대신 홍보하는 곳도 생기고 있다. 소상공인에게 도움이 될까?

  2. 외식기업의 SNS 마케팅이 지역의 음식이미지와 충성도에 미치는 영향: 지역음식이미지의 매개역할을 중심으로

    정수림, 김형일
    Culinary Science & Hospitality Research 25 (7), 193-204, 2019
    The purpose of this study is to investigate the effect of SNS marketing on the food image loyalty of local restaurants and to investigate the mediating effects of loyalty on local food images. The scope of the study was distributed and prepared by the self – filling questionnaire method for the tourists who visited the tourist sites in Gangneung area. Result of the hypothesis test shown that enjoyment and trustworthiness have a significant influence on the food quality of service selection attributes and the local food experience selection attributes. In terms of the relationship between SNS marketing and loyalty of restaurant companies, the mediating effects of food information have revealed on food image. Based on the results of this study, this study will provide basic data and implications for sales growth and marketing strategy establishment through restaurant business along with SNS marketing activities in the Gangneung area, which is emerging as the mega event of 2018 Winter Olympics. Based on the results of the verification, present study will seek out SNS marketing strategies of restaurant companies and contribute to the development of restaurant tourism industry.

    http://www.dbpia.co.kr/Journal/articleDetail?nodeId=NODE08758644

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