대학의 SNS 커뮤니케이션 특성과 총장의 사회적 실재감 및 리더십에 대한 학생들의 인식이 대학-학생 관계성 및 학생 행동의도에 미치는 영향

초록

Objectives As both customers and internal stakeholders of universities, students are the key publics of university public relations (PR). This study explored the mechanisms by which Social Network Service (SNS) communications of universities targeting the students affect university-students relationships and students' intentions to donate, recommend the university, be an alumnus, and retain studies. Specifically, it examined the effects of participation, sympathy, authenticity, fun, fit, and informativeness of SNS communication characteristics on the outcomes of university PR through university-students relationships, and explored the role of university presidents by identifying the influence of students' perceptions on social presence and leadership of the president. Methods This study conducted an online survey through a domestic research company with an online panel. It included students from four-year colleges across South Korea who subscribe to at least one SNS account of the university. Data for a total of 307 students were collected, and the hypotheses and research questions were tested by fitting a structural equation modeling. Results The results of the structural equation modeling indicated that universities' SNS communication characteristics of authenticity, fit, and informativeness, as well as social presence and transformational leadership of the university president, had positive effects on university-students relationships. In addition, university-students relationships positively influenced university PR outcomes including students' intention to donate, recommend the university, be an alumnus, and retain studies. On the other hand, university-students relationship was a significant mediator carrying the effect of SNS communication (i.e., authenticity and fit) and president perception (i.e., social presence and transformational leadership) on students' behavioral outcomes. Conclusions The findings of this study are expected to guide the universitys’ PR departments in designing effective SNS communications with students, and highlight the role of the universitys’ presidents in fostering positive university-students relationships.

키워드