골프용품 기업의 소셜미디어 기반 관계마케팅이 소비자 인식 및 ESG 성과에 미치는 영향

초록

This study analyzes the impact of social media-based relationship marketing by golf equipment companies on consumer perception and ESG performance. The purpose is to suggest effective marketing strategies and emphasize the importance of ESG management for the sustainable growth of golf equipment companies. To achieve this, a survey was conducted with amateur golfers who visited golf equipment stores in the Seoul and Gyeonggi regions, and 234 valid responses were analyzed. The results are as follows: First, the reputation aspect of social media-based relationship marketing significantly influenced consumer perception, particularly regarding product awareness. Second, the communication and reputation elements of relationship marketing positively affected the environmental and social dimensions of ESG performance, while communication also had a significant impact on the governance dimension. Third, consumer perception factors—such as convenience, trust, and product awareness—showed positive effects on ESG performance. Specifically, convenience influenced environmental performance, and all three factors affected social and governance performance. Fourth, the indirect effect of relationship marketing on ESG performance through consumer perception was not significant, indicating that both relationship marketing and consumer perception directly impact ESG outcomes. These findings highlight the strategic importance of social media-based relationship marketing and consumer perception in enhancing ESG performance in the golf equipment industry.

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