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본 연구에서는 한국 화장품의 구매의도에 대한 소셜미디어 마케팅 활동의 효과를 실증적으로 검증하고자 한다. 소셜미디어의 사용이 증가함에 따라 기업이 소비자와 브랜드를 연결하는 마케팅 방식이 변하고 있다. 따라서 소셜미디어 마케팅 활동이 소비자의 소셜브랜드 참여, 브랜드 자산 및 구매의도에 미치는 영향을 실증적으로 분석할 필요가 있다. 본 연구의 목적은 한국 화장품 회사들의 소셜미디어 마케팅 활동이 브랜드 자산과 소셜브랜드 참여를 통해 소비자의 화장품 구매의도에 미치는 영향을 실증적으로 분석하는 것이다. 선행 연구를 통해 소셜미디어 마케팅 활동을 포함한 구성개념들을 정의하고 설문문항을 개발하였다. 총 332개의 설문지를 수집하여 이중 불성실하게 작성된 설문지를 제외한 219개의 설문데이터를 사용하여 분석을 수행하였다. 분석결과 5개의 소셜미디어 마케팅 활동은 브랜드자산, 소셜브랜드 참여 그리고 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구를 통해 화장품 회사들은 소셜미디어를 활용한 마케팅 활동을 강화하고 이를 통한 브랜드자산의 축적과 사용자의 소셜브랜드 참여를 유도하는 것이 중요하다는 점을 확인할 수 있었다.

This study provides a new perspective on the effect of social media marketing activities (SMMA) on purchase intention in Korean cosmetic firms. The increasing use of social media has changed how firms engage their brand with consumers. This phenomenon triggered a need for this research to examine further the influence of SMMA on social brand engagement (SBE), brand equity (BE), and purchase intention (PI). The purpose of this paper is to investigate the effect of SMMA on purchase intention in Korean cosmetic firms with brand equity and social brand engagement. The factors of SMMA were identified based on previous literature reviews that have an impact on social media marketing activity. To empirically test the effects of SMMA, this study conducted a questionnaire survey on 219 social media users for data analysis out of the initial 332 survey data. The results reveal that all five SMMA elements are positively related to BE, SBE, and PI. The study enables cosmetic brands to forecast the future purchasing behavior of their customers more accurately and brings clarity to manage their assets and marketing activities as well.

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기사명 저자명 페이지 원문 목차
한국 차량공유사업의 성공요인 사례분석 = The case study on the success factors of Korean car sharing business 김지예, 한인구 p. 1-25

시각 정보를 활용한 딥러닝 기반 추천 시스템 = A deep learning based recommender system using visual information 문현실, 임진혁, 김도연, 조윤호 p. 27-44

지속의도와 과거행위가 핵심 사용자의 지식공유 지속여부 및 빈도에 미치는 효과 = Influences of continuance intention and past behavior on active users' knowledge sharing continuance and frequency : Naver Knowledge-iN case : 네이버 지식인 사례 강민형 p. 67-87

비대면 서비스 조직에서 디지털 및 인적 지식자원이 상담사의 고객대응역량에 미치는 영향 = Impacts of digital and human knowledge resources on customer response capability of customer service representatives 최수정 p. 123-140

O4O 선택속성이 고객만족도 및 고객충성도에 미치는 영향 = The impact of O4O selection attributes on customer satisfaction and loyalty : focusing on the case of Fresh Hema in China : 중국 허마셴셩 사례를 중심으로 최성국, 양성병 p. 261-281

Streaming vs. download = 접속 기반 디지털 제품과 소유 기반 디지털 제품의 차이에 관한 연구 : are they similar digital goods? The difference between access-based digital goods and ownership-based digital goods Minhyung Lee, HanByeol Stella Choi p. 161-188

공유경제 체제로서 컨소시엄 블록체인을 활용한 와인투자 주식플랫폼 프레임워크 = Framework of stock market platform for fine wine investment using consortium blockchain 정윤경, 하예영, 이혜인, 양희동 p. 45-65

정보보호 전문서비스 기업의 인증 및 상장여부가 재무적 성과에 미치는 영향 = The effects of certification and listing of information security service company on financial performance 신현민, 김인재 p. 209-225

화장품 회사의 빅데이터분석을 통한 브랜드컨셉 개발 사례분석 = A case study on the development of new brand concept through big data analysis for a cosmetics company 이주민, 방정혜 p. 227-240

신약의 기술이전 최적시기 결정 문제 = Determine optimal timing for out-licensing of new drugs in the aspect of biotech : 바이오텍의 측면에서 나병수, 김재영 p. 105-121

P2P 플랫폼에서의 대출자 신용분석 사례연구 = A case study on credit analysis system in P2P : 8percent, lendit, honest fund : 8퍼센트, 렌딧, 어니스트 펀드 최수만, 전동화, 오경주 p. 241-259

소비자 무력감이 소셜 미디어 속 나르시즘적 자아 표현에 미치는 영향 = Effects of consumer powerlessness on narcissistic self-expression on social media 김미예, 전미나 p. 89-103

머신러닝을 활용한 가짜리뷰 탐지 연구 = A study on detecting fake reviews using machine learning : focusing on user behavior analysis : 사용자 행동 분석을 중심으로 이민철, 윤현식 p. 189-207

The effect of social media marketing activities on purchase intention with brand equity and social brand engagement= 소셜 미디어 마케팅 활동이 브랜드 자산과 소셜 브랜드 개입을 통해 구매 의도에 미치는 영향 : 한국 화장품 회사를 중심으로 : empirical evidence from Korean cosmetic firms Tenzin Choedon, Young-Chan Lee p. 141-160

참고문헌 (73건) : 자료제공( 네이버학술정보 )

참고문헌 목록에 대한 테이블로 번호, 참고문헌, 국회도서관 소장유무로 구성되어 있습니다.
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