지자체 디지털 PR 최적화 메커니즘: 소셜미디어 내 임플로이언서(Employeencer)와 정보 관여도를 중심으로

초록

In the digital era, local government social media serves as a crucial digital public service touchpoint (Moment of Truth, MOT). While the concept of ""public employeencers"" leveraging internal staff has gained attention, empirical discussions on their strategic mechanisms remain limited, presenting a research gap. Consequently, this study conducted Focus Group Interviews (FGIs) with hub local government practitioners, analyzing data inductively. Findings reveal that internal participants' expertise and authenticity serve as crucial mediating mechanisms that elaborate citizens' information processing, driving trust acceptance. Specifically, service acceptance varies based on citizens' information involvement; direct practitioner participation is essential for high-involvement services. Furthermore, this accumulates as a core trust asset for long-term city identity building. In conclusion, with sophisticated organizational support, public employeencers drive city identity and accountable administration. This study empirically demonstrates that digital PR strategies must shift from provider-centered to audience-centered perspectives.

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