The Effect of SNS Advertising Attributes on Advertising Attitudes and Purchase Intentions in Cosmetics Selection

• 영문명: The Effect of SNS Advertising Attributes on Advertising Attitudes and Purchase Intentions in Cosmetics Selection
• 발행기관: 한국응용과학기술학회 (구.한국유화학회)
• 저자명: 윤희(Hee Yoon)
• 간행물 정보: 『한국응용과학기술학회지』제41권 제2호, 436~446쪽, 전체 11쪽
• 주제분류: 공학 > 화학공학
• 파일형태: PDF
• 발행일자: 2024.04.30

국문 초록

This study contemplates the effect of social media advertising attributes on consumers’ purchasing decisions in cosmetic products. It will serve as basic data for SNS’s advertising strategy and marketing that promotes cosmetics sales. This study conducted a survey and went through the analysis process of SPSS v.25.0 statistical program. Frequency analysis, exploratory factor analysis, descriptive statistical analysis, correlation analysis, and regression analysis were conducted to analyze that informativity, reliability, entertainment, interactivity, and disturbance among SNS advertising attributes were used as effective advertising strategies, which had a positive effect on consumers' purchasing decisions. Therefore, in the cosmetics industry, it is necessary to seek strategies to actively utilize marketing in the social media space to promote consumers' purchase needs and to activate purchases.

목차

1. Introduction

2. Reserch Method

3. Results and Discussions

4. Conclusion

References

키워드

Cosmetics Social Networking Service Advertising Attributes Advertising Attitude Purchasing intention