뷰티샵의 SNS 마케팅 특성이 브랜드 이미지와 관계지속의도에 미치는 영향 - 20~50대를 중심으로 - = The Influence of Characteristics of SNS Marketing on Brand Image and Relationship Continuity Intention in Beauty Salons - Focusing on Adult Men and Women in Their 20-50s -

다국어 초록 (Multilingual Abstract)

In modern society, SNS is a means of interactive communication between businesses and consumers. In fact, social media is considered the most powerful and effective marketing tool in terms of cost, time, and influence. With the increasing importance of social media marketing, the influence of social media on beauty salon marketing should also be examined. In this study, a questionnaire survey was administered to adult males and females in their 20s- 50s in Seoul, Gyeonggi-do, and Daegu, Gyeongsangbuk-do from May 1 to 30, 2023. Of 481 questionnaires distributed, 366 copies were used for the final analysis. Analysis of the collected data was performed using SPSS 28.0 , and the results were as follows: First, regarding response rates according to gender, ‘women’ were higher than ‘men’. A similar distribution was observed for each age group. Regarding occupation, ‘professional job (e.g., school teacher, government employee, artist, designer, cosmetologist, etc.)’was the highest. Second, the characteristics of social media marketing had a positive influence on brand image. Regarding influence, ‘interactivity’ was the highest, followed by ‘multi-media’, and ‘informativity’. Third, the characteristics of social media marketing had a positive effect on relationship continuity intention. Regarding influence, ‘interactivity’ was the highest, followed by ‘informativity’, and ‘multi- media’. Fourth, brand image had a positive influence on relationship continuity intention. Fifth, brand image had a mediating effect on relationships between the characteristics of social media marketing and relationship continuity intention. In particular, the influence of ‘interactivity’ had a partial mediating effect on relationship continuity intention.
The results described above confirm that ‘interactivity’ is a critical factor in the influence of the characteristics of social media marketing on brand image and relationship continuity intention. In other words, the goal of social media marketing is to build a positive brand image and maintain good relationships through active interactions. A focus on brand image and maintaining good relationships is required to provide the latest information and diverse content (e.g., videos, pictures, etc.), which can increase user interest through social media. Continuous interaction with users is also needed to ensure two-way communication.