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

서지정보

· 발행기관 : 한국지식경영학회
· 수록지 정보 : 지식경영연구 / 21권 / 3호 / 141 ~ 160페이지
· 저자명 : 뗀진최된, 이영찬

초록

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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