페이스북, 인스타그램, 틱톡 기반 SNS 마케팅 특성이 라오스 소비자의 한국 화장품 신뢰도와 구매의도에 미치는 영향

The Impact of Social Media Marketing Characteristics on Trust and Purchase Intention Toward Korean Cosmetics among Laotian Consumers: Focusing on Facebook, Instagram, and TikTok

Purpose - This study examines how SNS marketing characteristics, specifically informativeness, entertainment, and interactivity, affect Laotian consumer trust and purchase intention toward Korean cosmetics across platforms such as Facebook, Instagram, and TikTok. Design/Methodology/Approach - The research used a quantitative approach through a structured survey administered to 291 Laotian SNS users with experience with Korean cosmetics. The study measured SNS marketing characteristics as independent variables, and consumer trust and purchase intention as dependent variables. Factor analysis and multiple regression analyses were conducted using SPSS to test the relationships among variables. Findings - The study found that while all three SNS platforms, Facebook, Instagram, and TikTok, positively influenced Laotian consumer trust and purchase intention toward Korean cosmetics, the effects varied by platform and factor. Informativeness consistently had a significant positive impact across all platforms, making it the most influential characteristic. Research Implications - The study offers practical insights for Korean cosmetic brands targeting the Laotian market, emphasizing the need for platform-specific SNS marketing strategies. It also contributes to understanding digital marketing and consumer behavior in emerging markets.