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A Study on the Effects of Social Media Marketing of Language Schools on Brand Equity and Consumer Purchase Intent

어학원의 소셜 미디어 마케팅이 브랜드 자산과 소비자 구매 의도에 미치는 영향 연구

  • Kim, Do-Hoon (Dept. of Broadcasting and Video Media, Dankook University) ;
  • Kim, Jong-Moo (School of Communications, College of Social Science, Dankook University)
  • 김도훈 (단국대학교 방송영상미디어학) ;
  • 김종무 (단국대학교 사회과학대학 커뮤니케이션학부)
  • Received : 2018.07.17
  • Accepted : 2018.10.20
  • Published : 2018.10.28

Abstract

Companies are now using SNS as an online marketing channel and increasingly using it for customer relationship management(CRM). Although companies are actively using social media for marketing, language study brands in South Korea are using social media marketing in widely different ways. Among various components of social media marketing activities, this study analyzed the effects of informativeness, content suitability, and recency of social media marketing on consumers from the perspectives of brand equity and purchase intent. In the results, components of social media marketing activities had significant effects on brand equity, in the order of recency, content suitability, and informativeness. Second, brand equity and consumer purchase intent had significant correlation. And having a child also influenced purchase intent. The results of this study can be used as basic data for research on social media marketing of language schools and propose a theoretical direction for future research in the field as there is little academic data related to the subject.

Keywords

Social Media Marketing;Brand Image;Perceived Quality;Consumer Purchase Intent;Language Schools

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