Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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The Effect of SNS Advertising Attributes on Advertising Attitudes and Purchase Intentions in Cosmetics Selection

화장품 선택에 있어 SNS 광고속성이 광고태도와 구매의도에 미치는 영향

  • Hee Yoon (Department of Beauty Art, Honam University)
  • 윤희 (호남대학교 뷰티미용학과 )
  • Received : 2024.03.19
  • Accepted : 2024.04.26
  • Published : 2024.04.30
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Abstract

This study contemplates the effect of social media advertising attributes on consumers' purchasing decisions in cosmetic products. It will serve as basic data for SNS's advertising strategy and marketing that promotes cosmetics sales. This study conducted a survey and went through the analysis process of SPSS v.25.0 statistical program. Frequency analysis, exploratory factor analysis, descriptive statistical analysis, correlation analysis, and regression analysis were conducted to analyze that informativity, reliability, entertainment, interactivity, and disturbance among SNS advertising attributes were used as effective advertising strategies, which had a positive effect on consumers' purchasing decisions. Therefore, in the cosmetics industry, it is necessary to seek strategies to actively utilize marketing in the social media space to promote consumers' purchase needs and to activate purchases.

Keywords

Acknowledgement

This study was supported by research fund from Honam University, 2023

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