Purpose

The purpose of this paper is to analyze the relationship between customer engagement in social media (CESM), brand equity and corporate performance and investigated whether these relationships differed according to cultural factors in the United States and South Korea.

Design/methodology/approach

We collected customer engagement on social media data on Facebook and brand equity data from Interbrand for listed companies in the United States and Korea. A total of 405 data sets were analyzed by partial least squares structural equation modeling (PLS-SEM).

Findings

Results revealed that CESM did not affect financial performance through a direct path but was found to have a positive indirect path via the mediation of brand equity. In addition, this relationship was found to differ between the United States and South Korea.

Originality/value

This study contributed to the literature on social media and international management by verifying the relationship between CESM, brand equity and financial performance, and by presenting exploratory research results to ascertain if these relationships differ according to the cultural dimension of the country.

中文翻译：

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社交媒体上的客户参与度、品牌资产和财务绩效：美国和韩国的比较

目的

本文的目的是分析社交媒体中的客户参与度（CESM）、品牌资产和企业绩效之间的关系，并调查这些关系是否因美国和韩国的文化因素而有所不同。

设计/方法/方法

我们收集了 Facebook 上社交媒体数据的客户参与度以及来自 Interbrand 的美国和韩国上市公司的品牌资产数据。通过偏最小二乘结构方程模型 (PLS-SEM) 分析了总共 405 个数据集。

发现

结果表明，CESM 并未通过直接路径影响财务绩效，但通过品牌资产的中介发现其具有积极的间接路径。此外，发现这种关系在美国和韩国之间存在差异。

原创性/价值

本研究通过验证 CESM、品牌资产和财务绩效之间的关系，并通过提供探索性研究结果来确定这些关系是否因国家的文化维度而有所不同，从而为社交媒体和国际管理方面的文献做出了贡献。