지역 소셜미디어 마케팅 활동이 신뢰와 정보공유의도에 미치는 영향

The Effects of Local Social Media Marketing on Trust and Information sharing intention

The purpose of this study is to investigate the relationship among local social media marketing, trust and information sharing intention. To perform this study, Total 300 questionnaire were distributed to users who has experienced local social media dated from December 1th to December 21th. Unworkable data were excluded, 262 usable response were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis were measured by using SPSS 25.0 program accordingly. For the study structure, local social media marketing was divided with timeliness, usefulness, richness, accuracy. Trust and information sharing intention were single factor. The results have shown as follows: Hypothesis 1, among local social media marketing, all factors have a positive effect on trust. Hypothesis 2, among local social marketing, those of richness, usefulness and accuracy have a positive effect on information sharing intention. Hypothesis 3, trust has a positive effect on information sharing intention. This study result has found that managing local social media marketing is a source of competitive marketing tool in local level. This study suggests operational and theoretical implications on the aspects of social marketing management.