• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.405-415
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• 2020

The number of users of SNS has been steadily increased along with the popularity of smart phones, since marketing using SNS is easy to communicate and fast to spread, many companies are actively utilizing SNS marketing. In this study, we established a hypothesis by selecting SNS marketing attributes based on prior research as informational, interactive, entertainment and reliability. In this study, we are going to examine the impact on SNS marketing on purchase behavior at the convenient store to provide basic data for sale promotional strategy. Analysis of differences in SNS marketing attributes according to the characteristics of the survey participants showed that differences in information were significant in age and monthly income, and interaction was significantly different from gender. Among SNS marketing attributes, information, entertainment and reliability showed significant positive effects on satisfaction, and the interactivity was rejected because it did not have a significant impact. While interactivity, entertainment, and reliability of SNS marketing attributes significantly affected satisfaction, it was found that information has not significantly affected them. Satisfaction also had a significant impact on purchase intentions.

• Journal of Wellbeing Management and Applied Psychology
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• v.5 no.2
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• pp.11-14
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• 2022

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.

• Journal of Information Technology Services
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• v.11 no.3
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• pp.103-127
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• 2012

With the advent of SNS (Social Network Services), the product reviews by friends in SNS are intensively utilized for online marketing. However, there is a lack of empirical evidence on the actual marketing effect of SNS reviews, although we need to identify who can be the target of SNS marketing in terms of customer attributes, preferences, or experiences. In this study, we investigate the moderating role of customer attributes in identifying the effect of SNS reviews on customer purchasing decision. As the moderating variables, we adopt 'information search experience' and 'perception of information overload'. Research results evidence that, in order to understand the effect of SNS reviews in a comprehensive manner, we need to examine it in the context of various related factors such as 'information search experience' and 'perception of information overload'. The results show that the persuading effect of SNS reviews for product purchasing is stronger for the customers with the lower information search experiences as well as the lower perception on the information overload on the web. This result delivers managerial implications on who can be the target customers of SNS marketing.

• Journal of the Korean Applied Science and Technology
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• v.41 no.2
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• pp.436-446
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• 2024

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.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.955-966
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• 2020

The purpose of this study is to find out how SNS marketing activities affect brand recognition, brand familiarity, and purchase intention for consumers who have purchased products from franchise chicken stores, including whether there is a moderating effect according to gender. SNS marketing activities were set up by configuring three attributes which are, SNS advertising, SNS information, and SNS events as sub-factors. For empirical analysis, a survey was conducted on SNS users, and SPSS/AMOS statistical programs were employed for the data analysis. First, the result of the empirical analysis showed that SNS advertising, SNS information, and SNS events have a significant positive effect on brand recognition. Second, it was found that the SNS events had a significant positive effect on brand familiarity. Third, it was found that SNS advertising has a significant positive effect on purchase intention. Fourth, it was observed that brand recognition has a significant positive effect on brand familiarity. Fifth, it was found that brand recognition and brand familiarity have a significant positive effect on purchase intention. Sixth, it was found that gender plays a significant role in the relationship between these constructs. Therefore, it can be assumed that the hypothesis presented in this study is sufficiently proven.

• Fashion & Textile Research Journal
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• v.26 no.1
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• pp.88-98
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• 2024

With the growing preference among Chinese consumers for purchasing beauty products through social media networks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers' intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of consumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place in them. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had previously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting multiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of "expertise,"' "intimacy," and "homogeneity" in SNS beauty influencers significantly affect influencer trust, whereas "charm" does not have a significant impact. Moreover, consumer involvement was found to moderate the relationship between SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Additionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signify that leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance product exposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilization of influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumer engagement and the success of marketing strategies.

• Management & Information Systems Review
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• v.29 no.4
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• pp.143-167
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• 2010

Diverse research topics relating to Social Network Services (SNS) such as, social affective factors in relationships among internet users, social capital value of SNS, comparing attributes why users are intending to participate in SNS, user's lifestyle and their preferences, and the exploratory seeking potential of SNS as a social capital need to be focused on. However, these researches that have been undertaken only consider facts at a particular period of the changing computing environment. In accordance with this indispensability, the integrated view on what technical, social and business characteristics and attributes need to be acknowledged. The purpose of this study is to analyze the evolving attributes and characteristics of SNS from Web 1.0 to Mobile web 2.0 through the Web 2.0 and Mobile 1.0 period. Based on the relevant literature, the attributes that drive the changing technological, social and business aspects of SNS have been developed and analyzed. This exploratory study analyzed major attributes and relationships between SNS and users by changing the paradigms which represented each period. It classified and chronicled each period by representing paradigms and deducted the attributes by considering three aspects such as technological, social and business administration. The major findings of this study are, firstly, the web based computing environment has been changed into the platform attribute for users in the aspect of technology. Users can only read, listen and view information through the web site in the early stages, but now it is possible that users can create, modify and distribute all kinds of information. Secondly, the few knowledge producers of web services have been changed into a collective intelligence by groups of people in the aspect of society. Information authority has been distributed and there is no limit to its spread. Many businesses recognized the potential of the SNS and they are considering how to utilize these advantages toward channel of promotion and marketing. Thirdly, the conventional marketing channel has been changed into oral transmission by using SNS. The market of innovative mobile technology such as smart phones, which provide convenience and access-ability toward customers, has been enlarged. New opportunities to build friendly relationship between business and customers as a new marketing chance have been created. Finally, the role of the consumer has been changed into the leading role of a prosumer. Users can create, modify and distribute information, and are performing the dual role of customer and producer.

• The Journal of the Convergence on Culture Technology
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• v.8 no.3
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• pp.245-251
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• 2022

This study attempted to examine the effect of virtual influencer, which is highly interested in consumers, and has recently been increasing the frequency of use in corporate marketing activities. In particular, the purpose is to examine the effect of the attributes of virtual influencer on consumers as an information source for a product or brand. To this end, the effect of perceived attractiveness, trustworthiness, and expertise of virtual influencer on SNS usage intention and imitation intention consumers was examined. As a result of the study, it was found that attractiveness among the attributes of virtual influencer had a positive effect on the usage intention, and attractiveness and trustworthiness had a positive effect on imitation intention. In addition, it was found that imitation intention had a positive effect on usage intention. In other words, the perceived attractiveness of virtual influencer by consumers through SNS is the most important attribute. These findings imply that when virtual influencer is used in marketing, companies must perceive the attractiveness of virtual influencer through content posted on SNS as well as their attributes as information sources. We expect the results of this study to provide major implications for marketing activities such as companies and public institutions that consider using virtual influencer.

• Industrial Engineering and Management Systems
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• v.12 no.2
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• pp.130-142
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• 2013

Social Networking Service (SNS) is prevailing rapidly in Japan in recent years. The most popular ones are Facebook, mixi, and Twitter, which are utilized in various fields of life together with the convenient tool such as smart-phone. In this work, a questionnaire investigation is carried out in order to clarify the current usage condition, issues and desired functions. More than 1,000 samples are gathered. Bayesian network is utilized for this analysis. After conducting the sensitivity analysis, useful results are obtained. Differences in usage objectives and SNS sites are made clear by the attributes and preference of SNS users. They can be utilized effectively for marketing by clarifying the target customer through the sensitivity analysis.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.419-428
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• 2020

SNS media is gaining its media share with the benefits of digital technology, such as the convenience of physical access and the entertainment and interactivity of contents, and are becoming a part of users' lives. As media contents consumers move from traditional media to SNS, marketing communication activities are rapidly adapting to leading SNS platforms such as Facebook. This study compares how users perceive four advertisement attributes in each SNS, focusing on Facebook, Instagram, Kakao Story, and Twitter, where the media content creation and consumption systems are relatively similar to each other. The impact on eWOM intention was identified. In addition, we discussed effective SNS operation.