DOI QR코드

DOI QR Code

Study on the Structural Causality of Social Network of Luxury Brands

  • LEE, Jae-Min (Department of Business Administration, SungKyunKwan University)
  • 투고 : 2022.04.22
  • 심사 : 2022.06.15
  • 발행 : 2022.06.30

초록

Purpose: The purpose of this study is to investigate the structural causal relationship between the SNS marketing attributes of luxury brands on brand awareness, brand involvement, and brand attachment. Research design, data and methodology: To this end, a survey was conducted on 427 users of large Internet communities and SNS. The results of the empirical analysis are summarized as follows. Results: First, among SNS marketing attributes, information, reliability, and update had a significant positive (+) influence on purchase intention. Second, among SNS marketing attributes, informativity, interaction, playability, and update had a significant positive (+) influence on brand recognition. Reliability, interaction, and update had a significant positive (+) effect on brand involvement. In addition, in brand attachment, playability and up-to-dateness had a significant positive (+) influence. Conclusions: Looking at the causal relationship between brand attitudes, there was a significant positive influence on brand involvement, and a significant positive influence on brand involvement, but the effect of brand awareness on brand attachment was not significant.

키워드

참고문헌

  1. Aaker, David A. (1991). Managing Brand Equity, NY: Free Press.
  2. Adams-Price, C. & Greene, A. L. (1990). "Adolescents' Secondary Attachments to Celebrity Figures. Sex Roles", 23(7-8), 335-347. https://doi.org/10.1007/BF00289224
  3. Agarwal, R. & Karahanna, E. (2000). "Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage", MIS Quarterly, 24(4), 665-694. doi: 10.2307/3250951
  4. Antil, John H. (1984). "Conceptualization and Operationalization of Involvement", Advances in Consumer Research, 11, 203-209.
  5. Assael, H. (1998). Customer Behavior and Marketing Action, Boston Massachusetts: PWS-Kelling.
  6. Ball, A. Dwayne & Lori H. Tasaki. (1992). "The Role and Measurement of Attachment in Consumer Behavior", Journal of Consumer Psychology, 1(2), 155-172. doi: 10.1207/s15327663jcp0102_04
  7. Belk, R. W. (1988). "Possessions and the Extended Self", Journal of Consumer Research, 15(2), 139-168. doi: 10.1086/209154
  8. Sparkman, Richard Jr. & Locander, W. B. (1980). "Attribution Theory and Advertising Effectiveness", Journal of Consumer Research, 7, 219-224. doi: 10.1086/208810
  9. Suh, B., Won, T. H., & Hong, L. (2010). "Want to be retweeted? large scale analytics on factors impacting retweet in twitter network", In Social Computing (Social Com), 2010 IEEE Second International Conference, 177-184.
  10. Taylor, D. G., Lewin, J. E. & Strutton, D. (2011). "Friends, fans, and followers: do ads work on social networks? How gender and age shape receptivity", Journal of Advertising Research, 51(1), 258-279. doi: 10.2501/JAR-51-1-258-275
  11. Taylor, S. A., & Baker, L. (1994). "An assessment of the relationship between service quality and customer satisfaction in the formation of consumers purchase intentions", Journal of Retailing, 70(2), 187-199.
  12. Teo, Thompson S. H., Vivien K. G. Lim & Raye Y. C. Lai. (1999). "Intrinsic and Extrinsic Motivation in Internet Usage", OMEGA International Journal of Management Science, 27(1), 25-37. https://doi.org/10.1016/S0305-0483(98)00028-0
  13. Thomson, M., MacInnis, D. J. & Park, C. W. (2005). "The Ties that Bind: Measuring the Strength of Consumers' Emotional attachments to Brands", Journal of Consumer Psychology, 15(1), 77-91. doi: 10.1207/s15327663jcp1501_10