SNS 콘텐츠 정보 특성이 메디컬 스킨케어 센터 방문의도에 미치는 영향

The impact of SNS content characteristics on visit intention of aesthetic medical center: Focused on women in their 20s and 30s

Since COVID-19, the beauty market has built a solid relationship with consumers through SNS. With the growing influence of SNS in aesthetic medicine, the marketing of aesthetic medical center's through social media is growing. As the ratio of social media's marketing for aesthetic medicine is increasing, this research investigated SNS content and the impact of SNS content characteristics on the visit intention of aesthetic medical centers, focusing on women in their 20s and 30s who have a high utilization rate of SNS. Through SNS, 500 copies of a survey were collected and analyzed. Respondents were women in their 20s and 30s who had visited an aesthetic medical center. Those who participated in the study used Instagram among SNS, with high SNS content characteristics. As for the correlation between visit intention and SNS content characteristics, the relationship with information was the highest. It was confirmed to have a positive impact on interactivity and pleasure. The promotion and marketing of aesthetic medicine through SNS will be more active in the future, and it is hoped that this research will support the strategic advancement of future social media marketing, leading to substantial profits.