CSR 메시지에서 내러티브와 영상 이미지의 설득 전략 효과에 관한 연구

국문 초록 (Abstract)

본 연구는 내러티브 설득과 영상 설득이론에 기반하여, CSR 홍보 메시지에서 내러티브와 영상 이미지(visual image)의 효과를 살펴보았다. 구체적으로, 내러티브 여부(내러티브 메시지-非내러티브 메시지)와 영상 이미지(포함-불포함) 여부를 조작한 2×2 실험 설계를 바탕으로, 각 집단에 50명씩 200명이 실험에 참가하였다. 연구 결과, 내러티브 메시지가 非내러티브 메시지에 비해 메시지 몰입에 더욱 효과적이며, 호의적인 메시지 태도와 기업 태도를 유발하는 것으로 나타났다. 반면, 영상을 포함한 메시지는 메시지 몰입, 메시지태도, 및 기업태도에 있어서 유의미한 차이를 나타내지 않았다. 또한, 내러티브와 영상의 상호작용효과도 발견되지 않았다. 내러티브 메시지가 더 효과적인 이유는 내러티브가 공중의 의심과 반박을 감소시키기 때문이라고 볼 수 있는데, 이는 홍보 및 마케팅 커뮤니케이션 실무자들이 보다 효과적인 CSR 메시지를 구성하는 데 있어서 중요한 실무적 함의를 가진다.

다국어 초록 (Multilingual Abstract)

This study attempts to compare the persuasive effect of narrative and visual images in CSR messages. Results suggest that narrative CSR messages, compared with non-narrative messages, increased message transportation, positive attitudes toward the message and thecorporation. On the other hand, the use of visual images did not have aneffect on message transportation or attitudes toward the message or the corporation. This study has important implications for CSR practitionersfor designing effective messages.

목차 (Table of Contents)

• 요약
• 1. 서론
• 2. 이론적 배경
• 1) 기업의 CSR 활동과 메시지 전략
• 2) 내러티브의 설득 효과
• 3) 영상 설득 효과
• 3. 연구방법
• 1) 실험설계와 피험자
• 2) 실험처치
• 3) 측정문항 및 조작적 정의
• 4. 결과 및 논의
• 1) 가설검증 결과
• 2) 논의 및 후속연구 제안
• 참고문헌
• Abstract
• 부록

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