초록 열기/닫기 버튼
The aim of the study is to investigate the association between SNS characteristics, organization-public relationship, and electronic word of mouth. Also, this study hypothesize that higher level of individuals’ media engagement will strengthen the relationship between SNS characteristics and organization-public relationship. Therefore, the study tested the moderating effect of media engagement. To achieve the study goals, Korea Tourism Organization(KTO) SNS was selected, and a total of 411 samples were used for the analysis. SPSS 22 program was used for data analysis. The results showed that acquisition of information, empathy, responsibility and authenticity are statistically correlated with organization-public relationship. Moderating effect of the media engagements, however, was partially significant. The study results can provide implications of SNS marketing strategies that can be reasonably reflected in the decisions of tourists and mutually reciprocal relationship with public.
