브랜드 액티비즘 활성화를 위한 SNS 영상 콘텐츠 연구- 국내·외 광고캠페인 사례를 중심으로

In a hyper-connected society where the spread of participatory culture and transmedia expansion is accelerating, consumers have increased levels of influence on brands and have been upgraded to leading figures with regard to value consumption. In response to this change, brands are responding with brand activism, which takes the form of searches for solutions to various social issues through direct action and uniting with the new types of consumers. At the center of this is SNS, which leads the interaction between brands and consumers and between consumers and other consumers. Therefore, brands should pay attention to factors that vitalize brand activism through research on their relationship with SNS media, serving as a practical bridge to consumers as a personal entity that communicates beyond the dimension of empathy with consumers. The purpose of this study is to provide implications for future meaningful ways to vitalize brand activism through classification and analysis based on the characteristics of brand activism and media engagement of SNS video content, which serves as a messenger for brand activism. Accordingly, 14 domestic and foreign advertising campaigns were selected based on previous studies, and an analysis was conducted through the categorization and evaluation of key factors with expert participation. As a result of the study, one single type of case and eight complex types of cases were classified, and authenticity and consistency showed above average scores across all types in evaluations that scaled five key factors of brand activity. By type, the information provision-oriented type showed concreteness, and the stimulus-oriented type stood out for its timeliness. Authenticity was found to be highest among interaction-oriented and reliability-oriented types, which is the most important factor when forming a sense of solidarity between brand activism and consumers. This can be said to stem from analysis findings that confirm authenticity as the top consideration. The results of this study will be meaningful to those seeking solutions to realize the coexistence between brands and consumers such that brand value is simultaneously improved and positive social change achieved through brand activism.