외식 프랜차이즈 브랜드의 소셜미디어 이용행태와 커뮤니케이션 전략 - 치킨 업종의 페이스북을 중심으로 -

The purpose of this study is to provide implications for social media marketing communication strategies of food service franchise brands. For this purpose, the investigator examined the current uses of social media by fried chicken franchises with 100 franchisees or more in the nation and analyzed the content of Facebook profiles and messages. The analysis results were summarized as follows: First, fried chicken franchise brands showed the highest level of utilization on Facebook (34), which was followed by other social media including blogs (23), Instagram (16), Twitter (12), YouTube (11), and Kakao Story (4) in that order. Second, the study examined their strategies of promoting relations with Facebook and found that each of the brands had 4.12 exposure strategies, 3.56 information spread strategies, and 3.24 interaction strategies. Third, the franchise brands posted a mean of 0.2~08 Facebook messages a day for communication with consumers. Their postings were mainly concentrated on Wednesday, Thursday, and Friday and took place mostly in the afternoon. Fourth, the study analyzed their objectives of posting messages on Facebook pages and found that they did it mostly for advertising and events. The analysis results based on the behavioral codes show that purchase inducement and announcements were their top two objectives. Finally, consumer reactions to the message content of franchise brands' Facebook pages were analyzed according to the number of likes, shares, and comments. The findings indicate that event postings recorded the highest number of likes, shares and comments.