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The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms

소셜 미디어 마케팅 활동이 브랜드 자산과 소셜 브랜드 개입을 통해 구매 의도에 미치는 영향: 한국 화장품 회사를 중심으로

  • Choedon, Tenzin (International Business Cooperative Course, Graduate School of Dongguk University) ;
  • Lee, Young-Chan (Dept. Business Administration, Dongguk University)
  • 뗀진최된 (동국대학교 일반대학원 국제비즈니스협동과정) ;
  • 이영찬 (동국대학교 경주캠퍼스 상경대학 경영학부)
  • Received : 2020.09.06
  • Accepted : 2020.09.18
  • Published : 2020.09.30

Abstract

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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