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The Sociological Antecedents of Brand Attachment: A comparison of Broadcasting and Passive Consumption on Social Networking Sites

상표 애착의 사회적 선행변수에 대한 연구

  • Shin, Jong-Kuk (Dept. of Business, Pusan National University) ;
  • Park, Min-Sook (Dept. of Distribution Management, Catholic University of Pusan) ;
  • Ross, Corey Allen (Dept. of Business Administration, Catholic University of Pusan)
  • Received : 2016.07.12
  • Accepted : 2016.09.20
  • Published : 2016.09.28

Abstract

In this study, the authors examine the ways in which social media ultimately affects the attachment of individuals to their favorite brands. Through an analysis of data using multiple linear regression, this study finds that SNS (social networking site) users that post status updates for a wide audience have no bearing on the individual's use of socialization agents. Those who consume social news passively are, however, likely to depend on socialization agents for determining their final purchase decisions. Socialization agents, both personal and non-personal, also play a role in the formation of brand attachment among individuals who depend on these social sources. Based on these results, marketers are encouraged to establish an online footprint of a social nature to formulate brand awareness and to provide a means for users of social media to improve their brand attachments to their favored brands. As this research was conducted exclusively in the predominantly collective culture of South Korea, further studies could attempt to analyze social networking use and socialization agent use via a cross-culture study, particularly one including an individualistic culture.

Acknowledgement

Grant : BK21플러스

Supported by : 부산대학교

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