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A Study on the Influence of Relation Commitment of SNS Marketing Features in Domestic Enterprise

국내기업의 SNS 마케팅 특성이 관계몰입에 미치는 영향에 관한 연구

  • Yim, Ki-Heung (Dept. of silver Care, Gwang-Ju women University)
  • 임기흥 (광주여자대학교 실버케어학과)
  • Received : 2013.09.17
  • Accepted : 2013.10.20
  • Published : 2013.10.28

Abstract

Recently, in order to promote their marketing promotion, the entrepeneurs attach importance to many SNS(Social Network Service)and execute it. The representative elements of the SNS service are interactivity, information offering. This study analyzes empirical effects on the SNS Marketing Features in Domesic Enterprise The conclusion of this study shows that the Interactivity has a higher positive effects on Affective Commitment than those on information offering and Information offering has stronger positive effects on calculative commitment than interactivity. Also, these effects enlarge the high use frequency more than the low use frequency. This study also shows that the information offering affect the On-line Word-of-Mouth more positively than the Interactivity. And this study shows that SNS affects the positive effects on the relationship commitment rather than the On-line Word-of-Mouth. Based on the results, the practical implications are offered.

Keywords

SNS Marketing Features;Information Offering;Interactivity;Commitment;On-line WOM;Use of Frequency