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

• 영문명: The Effect of SNS Beauty Advertising Characteristics on Voluntary Word-of-Mouth Intention: Focusing on S-O-R Theory
• 발행기관: 국제융합경영학회
• 저자명: 조희영(Hee-Young CHO) 주윤황(Yoon-Hwang JU)
• 간행물 정보: 『융합경영연구』Vol.12 No.1, 65~75쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

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.

목차

1. Introduction

2. Theoretical Background

3. Research Methods and Materials

4. Empirical Analysis Results

5. Conclusions

References

키워드

SNS Beauty Advertising Characteristics Positive Emotion Commitment Voluntary WOM Intention