A Study on the Effect of Social Networking Marketing on the Purchase Intention in the Airline
- Seo-Yeon LEE Hye-Yoon PARK
- East Asian Journal of Business Economics
- Vol.9 No.2
- 등재여부 : KCI등재
- 55 - 73 (19 pages)
Purpose -This study aims to determine how the characteristics of the airline s SNS marketing affects brand image, brand attitude according to perceived values, and to analyze the impact of SNS marketing factors. It was intended to provide theoretical and practical implications for airlines to refer to SNS marketing activities. Research design, data, and methodology -A questionnaire was formed based on previous studies, and then an online questionnaire was created to conduct a survey. Explained the purpose and asked to respond. From February 1 to 14, 2020, 333 responses with a valid number of samples were confirmed for the final analysis of the data. The questionnaire was composed of five areas: demographic characteristics, SNS factor, brand image, brand attitude, and perceived value. Result -Airline s SNS marketing, brand image, and brand attitude are affected by the gender, age, and SNS usage time of the user, and the perceived value of the user is shown to be controlled by the airline s SNS marketing s influence on brand image and brand attitude. Conclusion -When SNS is to be effectively used for airline marketing, it is necessary to pay attention to the demographic characteristics and the control effect of perceived value, and use it for airline management. The perceived value has been shown to affect SNS marketing’s brand image and brand attitude.
2. Literature Review