바로가기메뉴

본문 바로가기 주메뉴 바로가기

ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

logo

The Effect of SNS Beauty Advertising Characteristics on Voluntary Word-of-Mouth Intention: Focusing on S-O-R Theory*

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2024, v.12 no.1, pp.65-75
https://doi.org/10.20482/JEMM.2024.12.1.65
조희영 (세종대학교 산업대학원)
주윤황 (장안대학교)
  • 다운로드 수
  • 조회수

Abstract

Purpose: Through this study, first, we try to understand the characteristics of SNS beauty advertising using SNS. Second, focusing on S-O-R Theory, we aim to confirm the impact of SNS beauty advertising characteristics on positive emotions, commitment, and voluntary word-of-mouth intentions. Third, we intend to suggest measures related to effective SNS beauty advertising operation. Research design, data and methodology: To analyze the data collected of 308 questionnaires, the SPSS and AMOS statistical program was used, and the SNS beauty advertising characteristics were reclassified after analyzing the credibility and validity of the responses. Results: It was found that all SNS beauty advertising characteristics (interactivity, entertainment, credibility, and irritation) had a significant effect on positive emotions. However, entertainment and irritation did not have a significant effect on commitment. In addition, it was found that positive emotions had a positive effect on commitment, and commitment had a positive effect on voluntary word-of-mouth intentions, and positive emotions had no significant effect on voluntary word-of-mouth intentions. Conclusions: In order to improve consumers' commitment in SNS beauty advertising, it is important to secure trust through interaction, and it is judged that the more commit in SNS beauty advertising through positive emotions, the more spontaneous and positive word-of-mouth effect can be created.

keywords
SNS Beauty Advertising Characteristics, Positive Emotion, Commitment, Voluntary WOM Intention

융합경영연구