Knowledge Management Research (지식경영연구)

The Knowledge Management Society of Korea (한국지식경영학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms

소셜 미디어 마케팅 활동이 브랜드 자산과 소셜 브랜드 개입을 통해 구매 의도에 미치는 영향: 한국 화장품 회사를 중심으로

  • Choedon, Tenzin (International Business Cooperative Course, Graduate School of Dongguk University) ;
  • Lee, Young-Chan (Dept. Business Administration, Dongguk University)
  • 뗀진최된 (동국대학교 일반대학원 국제비즈니스협동과정) ;
  • 이영찬 (동국대학교 경주캠퍼스 상경대학 경영학부)
  • Received : 2020.09.06
  • Accepted : 2020.09.18
  • Published : 2020.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study provides a new perspective on the effect of social media marketing activities (SMMA) on purchase intention in Korean cosmetic firms. The increasing use of social media has changed how firms engage their brand with consumers. This phenomenon triggered a need for this research to examine further the influence of SMMA on social brand engagement (SBE), brand equity (BE), and purchase intention (PI). The purpose of this paper is to investigate the effect of SMMA on purchase intention in Korean cosmetic firms with brand equity and social brand engagement. The factors of SMMA were identified based on previous literature reviews that have an impact on social media marketing activity. To empirically test the effects of SMMA, this study conducted a questionnaire survey on 219 social media users for data analysis out of the initial 332 survey data. The results reveal that all five SMMA elements are positively related to BE, SBE, and PI. The study enables cosmetic brands to forecast the future purchasing behavior of their customers more accurately and brings clarity to manage their assets and marketing activities as well.

본 연구에서는 한국 화장품의 구매의도에 대한 소셜미디어 마케팅 활동의 효과를 실증적으로 검증하고자 한다. 소셜미디어의 사용이 증가함에 따라 기업이 소비자와 브랜드를 연결하는 마케팅 방식이 변하고 있다. 따라서 소셜미디어 마케팅 활동이 소비자의 소셜브랜드 참여, 브랜드 자산 및 구매의도에 미치는 영향을 실증적으로 분석할 필요가 있다. 본 연구의 목적은 한국 화장품 회사들의 소셜미디어 마케팅 활동이 브랜드 자산과 소셜브랜드 참여를 통해 소비자의 화장품 구매의도에 미치는 영향을 실증적으로 분석하는 것이다. 선행 연구를 통해 소셜미디어 마케팅 활동을 포함한 구성개념들을 정의하고 설문문항을 개발하였다. 총 332개의 설문지를 수집하여 이중 불성실하게 작성된 설문지를 제외한 219개의 설문데이터를 사용하여 분석을 수행하였다. 분석결과 5개의 소셜미디어 마케팅 활동은 브랜드자산, 소셜브랜드 참여 그리고 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구를 통해 화장품 회사들은 소셜미디어를 활용한 마케팅 활동을 강화하고 이를 통한 브랜드자산의 축적과 사용자의 소셜브랜드 참여를 유도하는 것이 중요하다는 점을 확인할 수 있었다.

Keywords

References

  1. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845
  2. Aaker, D. A., & Biel, A. L. (2013). Brand equity & advertising: Advertising's role in building strong brands. Brand Equity and Advertising: An Overview, Psychology Press, pp. 1-2.
  3. Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia's ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104.
  4. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  5. Algesheimer, R., Borle, S., Dholakia, U. M., & Singh, S. S. (2010). The impact of customer community participation on customer behaviors: An empirical investigation. Marketing Science, 29(4), 756-769. https://doi.org/10.1287/mksc.1090.0555
  6. Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761
  7. Internet World Stats (n.d.). Asia internet stats by country and 2020 population statistics. Retrieved August 24, 2020 from https://www.internetworldstats.com/asia.htm
  8. Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248. https://doi.org/10.1108/02634500510597283
  9. Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421-458. https://doi.org/10.2307/2393203
  10. Statista (n.d.). Beauty & personal care-South Korea: Statista market forecast. Retrieved July 27, 2020 from https://www.statista.com/outlook/70000000/125/beauty-personal-care/south-korea
  11. Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image, and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148.
  12. Binwani, K. J., & Ho, J. S. Y. (2019). Effects of social media on cosmetic brands. Journal of Marketing Advances and Practices, 1(2), 1-10.
  13. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. https://doi.org/10.1016/j.jbusres.2011.07.029
  14. Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: How does the hotel industry in Hong Kong perform in marketing on social media websites? Journal of Travel & Tourism Marketing, 28(4), 345-368. https://doi.org/10.1080/10548408.2011.571571
  15. Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32. https://doi.org/10.1016/j.techfore.2018.11.025
  16. Cho, Y., Choi, J., & Weber, J. (2013). Spotlight on South Korea understanding the South Korean consumer. Retrieved July 27, 2020 from https://www.lek.com/sites/default/files/insights/pdf-attachments/Consumer-Spotlight_South-Korea.pdf
  17. Choe, J. S., & Kim, S. H. (2019). A mobile app strategy: An empirical study on the effect of the mobile shopping app usage. Knowledge Management Research, 20(4), 169-183. https://doi.org/10.15813/kmr.2019.20.4.010
  18. Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639-650. https://doi.org/10.1002/mar.20550
  19. Choi, S. M., Lee, W. N., & Kim, H. J. (2005). Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of Advertising, 34(2), 85-98. https://doi.org/10.1080/00913367.2005.10639190
  20. Chung, H. C., Lee, H., Chung, N., & Koo, C. (2018). Which is more important in useful online review? Heuristic-systematic model perspective. Knowledge Management Research, 19(4), 1-17. https://doi.org/10.15813/kmr.2018.19.4.001
  21. Clement, J. (2020, February 3). Facebook: Revenue and net income. Retrieved August 25, 2020 from https://www.statista.com/statistics/277229/facebooks-annual-revenue-and-net-income/
  22. Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce, 18(3), 249-269. https://doi.org/10.1080/15332861.2019.1595362
  23. Costello, A. B., & Osborne, J. W. (2005). Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Practical Assessment Research & Evaluation, 10(7), 2.
  24. Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-600. https://doi.org/10.1016/j.chb.2015.03.051
  25. Dillon, W. R., Madden, T. J., Kirmani, A., & Mukherjee, S. (2001). Understanding what's in a brand rating: A model for assessing brand and attribute effects and their relationship to brand equity. Journal of Marketing Research, 38(4), 415-429. https://doi.org/10.1509/jmkr.38.4.415.18910
  26. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.2307/3172866
  27. Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109. https://doi.org/10.1016/j.jretconser.2015.02.007
  28. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  29. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  30. Gamliel, E., Herstein, R., Luis Abrantes, J., Albayrak, T., & Caber, M. (2013). Framing and involvement effects on consumers' brand choice. Euro Med Journal of Business, 8(2), 117-133. https://doi.org/10.1108/EMJB-08-2012-0016
  31. Gao, Q., & Feng, C. (2016). Branding with social media: User gratifications, usage patterns, and brand message content strategies. Computers in Human Behavior, 63, 868-890. https://doi.org/10.1016/j.chb.2016.06.022
  32. Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161. https://doi.org/10.1016/j.chb.2014.04.016
  33. Hanaysha, J., Abdullah, H. H., & Abd Ghani, N. H. (2013). Assessing the literature on brand equity: From past, present to future. Australian Journal of Basic and Applied Sciences, 7(14), 488-499.
  34. Hammedi, W., Kandampully, J., Zhang, T. T. C., & Bouquiaux, L. (2015). Online customer engagement. Journal of Service Management, 26(5), 777. https://doi.org/10.1108/JOSM-11-2014-0295
  35. Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2017). Customer engagement and the relationship between involvement, engagement, self-brand connection, and brand usage intent. Journal of Business Research, 88, 388-396. https://doi.org/10.1016/j.jbusres.2017.11.046
  36. He, D., Lu, Y., & Zhou, D. (2008). Empirical study of consumers' purchase intentions in C2C electronic commerce. Tsinghua Science & Technology, 13(3), 287-292. https://doi.org/10.1016/S1007-0214(08)70046-4
  37. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2), 149-165. https://doi.org/10.1016/j.intmar.2013.12.002
  38. Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148. https://doi.org/10.1086/208544
  39. Iankova, S. (2018). Dynamic capabilities and social medi a: Enhancing competitive advantage in business-to-business firms. In Academy of Marketing Conference, Marketing the Brave. https://www.academyofmarketing.org/conference/conference-history/conference-2018/
  40. Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present, and future. Information Systems Frontiers, 20(3), 531-558. https://doi.org/10.1007/s10796-017-9810-y
  41. Keller, E., & Fay, B. (2012). Word-of-mouth advocacy: A new key to advertising effectiveness. Journal of Advertising Research, 52(4), 459-464. https://doi.org/10.2501/JAR-52-4-459-464
  42. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
  43. Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Prentice-Hall, Englewood Cliffs, NJ.
  44. Kierzkowski, A., McQuade, S., Waitman, R., & Zeisser, M. (1996). Marketing to the digital consumer. The McKinsey Quarterly, 3, 180.
  45. Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand's social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171. https://doi.org/10.1080/20932685.2010.10593068
  46. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  47. Kim, J. O., & Mueller, C. W. (1978). Factor analysis: Statistical methods and practical issues, Series 14. SAGE.
  48. Kim, K. H., Ko, E. J., Hooley, G. J., Lee, N. J., Lee, D., Jung, H. S., & Hoon, K. K. (2008). Brand equity and purchase intention in fashion industry: A cross-cultural study in Asia and Europe. Journal of Global Academy of Marketing Science, 18(4), 247-278.
  49. Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1), 35-44. https://doi.org/10.1016/j.bushor.2014.08.004
  50. Kozinets, R. V. (2014). Social brand engagement: A new idea. Marketing Intelligence Review, 6(2), 8-15. https://doi.org/10.2478/gfkmir-2014-0091
  51. Kuvykaite, R., & Piligrimiene, Z. (2014). Consumer engagement into brand equity creation. Procedia-Social and Behavioral Sciences, 156(11), 479-483. https://doi.org/10.1016/j.sbspro.2014.11.225
  52. Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust, and brand loyalty. Computers in Human Behaviour, 28(5), 1755-1767. https://doi.org/10.1016/j.chb.2012.04.016
  53. Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity? Marketing Management, 10(1), 20-25.
  54. Liu, L., Lee, M. K., Liu, R., & Chen, J. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41, 1-13. https://doi.org/10.1016/j.ijinfomgt.2018.02.006
  55. Martins, J., Costa, C., Oliveira, T., Goncalves, R., & Branco, F. (2018). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387. https://doi.org/10.1016/j.jbusres.2017.12.047
  56. McKay, B. A. (2017). Content and community: Decoding engagement by exploring empirical links with social media engagement, brand equity, purchase intent, and engagement intent. Doctoral dissertation, Michigan State University.
  57. Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29(4), 391-405. https://doi.org/10.1177/002224379202900401
  58. Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. Psychometric Theory, 3(1), 248-292.
  59. Osei-Frimpong, K., & McLean, G. (2018). Examining online social brand engagement: A social presence theory perspective. Technological Forecasting and Social Change, 128, 10-21. https://doi.org/10.1016/j.techfore.2017.10.010
  60. Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement-empirical evidence. Journal of Product and Brand Management, 14(3), 143-154. https://doi.org/10.1108/10610420510601012
  61. Park, D. H., Lee, J., & Han, I. (2007). The effect of online consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148. https://doi.org/10.2753/JEC1086-4415110405
  62. Park, S. Y., & Kim, S. H. (2019). An empirical analysis of the impact of the institution-based trust factors on the survival of e-commerce companies in Korea. Knowledge Management Research, 20(4), 131-148.
  63. Phang, C. W., Zhang, C., & Sutanto, J. (2013). The influence of user interaction and participation in social media on the consumption intention of niche products. Information & Management, 50(8), 661-672. https://doi.org/10.1016/j.im.2013.07.001
  64. Popp, B., & Woratschek, H. (2016). Introducing branded communities in sport for building strong brand relations in social media. Sport Management Review, 19(2), 183-197. https://doi.org/10.1016/j.smr.2015.06.001
  65. Sano, K. (2015). An empirical study on the effect of social media marketing activities upon customer satisfaction, positive word-of-mouth and commitment in indemnity insurance service. In Proceedings International Marketing Trends Conference, http://archives.marketing-trends-congress.com/2015/pages/PDF/141.pdf
  66. Seo, E. J., & Park, J. W. (2018). A study on the effect of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41. https://doi.org/10.1016/j.jairtraman.2017.09.014
  67. Teo, T. S. (2005). Usage and effectiveness of online marketing tools among Business-to-Consumer (B2C) firms in Singapore. International Journal of Information Management, 25(3), 203-213. https://doi.org/10.1016/j.ijinfomgt.2004.12.007
  68. Tiwari, M. K. (2010). Separation of Brand Equity and Brand Value. Global Business Review, 11(3), 421-434. https://doi.org/10.1177/097215091001100307
  69. Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198-208. https://doi.org/10.1016/j.intmar.2011.11.004
  70. Wood, L. (2000). Brands and brand equity: Definition and management. Management Decision, 38(9), 662-669. https://doi.org/10.1108/00251740010379100
  71. Wu, L. (2016). Understanding the impact of media engagement on the perceived value and acceptance of advertising within mobile social networks. Journal of Interactive Advertising, 16(1), 59-73. https://doi.org/10.1080/15252019.2016.1160331
  72. Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30-39. https://doi.org/10.1016/j.ausmj.2010.11.001
  73. Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307. https://doi.org/10.1016/j.tele.2017.06.001