Browse > Article

A Study on the Influence of Social Media Experience and Influencer on Consumer Satisfaction and Purchase Intention  

Lee, Young Ae (The Graduate School of Venture, Hoseo University)
Ha, Kyu Soo (The Graduate School of Venture, Hoseo University)
Publication Information
Asia-Pacific Journal of Business Venturing and Entrepreneurship / v.15, no.2, 2020 , pp. 171-181 More about this Journal
Abstract
As expanding marketing channels via social media, a small number of ordinary people have played a role in the information disseminator on social media. Therefore, this study aims to propose efficient social media marketing operation strategies by analyzing the influence relationship from various prospective on beauty channel social media marketing This study examined how beauty channel social media experience affects satisfaction and purchase intend. The components of social media experience were divided into entertainment, interaction, trendiness, usefulness for analysis. Social media experience was confirmed as a factor having significant effect on satisfaction and purchase intend. As a result, the social media experience had a significant effect on the satisfaction and purchase intend and the influence relationship of social media experience on each component was found to be entertainment, usefulness. Also, the expertise of beauty influencers had a significant influence on satisfaction and purchase intend. It is expected that the study results would be available as important data for beauty influencer-based marketing. This study attempted to search for a marketing stratege plan for efficient consumer management and derive and suggest practical implications.
Keywords
social media; social network; influencer; satisfaction; purchase intend;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Oh, J. O.(2019). A Study on the Effect of Instagram Usage Motivation on Influencers' Characteristics and Relationship Maintenance: Focusing on DISC Behavioral Patterns and Generational Patterns as Control Variables, Doctoral Dissertation, The Graduate School of Hongik University.
2 Oliver, R. L.(1980). A cognitive model of the antecedents and consequences of satisfaction decisions, Journal of Marketing Research, 17(November), 460-469.   DOI
3 Park, J. H.(2018). The Effect of Influencer's Quality on Consumer Behavioral Intention: Focused on Theory of Planned Behavior (TPB), Master's thesis, The Graduate School of Korea University.
4 Park, Y. J.(2020). Effect of the influencer's beauty product evaluation contents on purchase intentions: Focus on product evaluation factors, Master's thesis, The Graduate School of Woman Dongduck University.
5 Pham, T. S. H., & Ahammad, M. F.(2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective, Technological Forecasting & Social Change, 124, 332-342.   DOI
6 Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B. & Pauwels, K.(2013). Social media metrics: A framework and guidelines for managing social media, Journal of Interactive Marketing, 27(4), 281-298.   DOI
7 Rau, P. P., Gao, Q., & Ding, Y.(2008). elationship between the level of intimacy and lurking in online social network services, Computers in Human Behavior, 24(6), 2757-2770.   DOI
8 Rose, S., Clark, M., Samouel, P., & Hair, N.(2012). Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes, Journal of Retailing, 88, 308-322.   DOI
9 Sanderson, J.(2008). The Blog is Serving Its Purpose: Self-Presentation Strategies on 38pitches.com, Journal of Computer-Mediated Communication, 13(1), 912-936.   DOI
10 Friedkin, N. E., & Johnsen, E. C.(2011). Social Influence Network Theory: A Sociological Examination of Small Group Dynamics, Cambridge University Press.
11 Han, J. S., & Lee, H. J.(2016), The Influence of Social Capital on Food Product Purchase Intention and SNS-WOM: Mediating Role of Trust, Culinary science and hospitality research, 22(3), 254-268.   DOI
12 Gilmore, J. H., & Pine, B. J.(2007). Authenticity: what consumers really want. Harvard Business Press.
13 Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R.(2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.   DOI
14 Han, K. H.(2012). An Investigation on Potential Determinants of Social Network Service's Promotional Effects Based on the Analysis of Facebook Users, Journal of Public Relations, 16(3), 132-168.   DOI
15 Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, CD. D.(2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?, Journal of Interactive Marketing, 18(1), 38-52.   DOI
16 Hsu, C. L., & Lin J. C. C.(2016). Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention, Technological Forecasting and Social Change, 108, 42-53.   DOI
17 Jeong, Y. H.(2018). Study on the Effect of the Information Search Motivation for Eating-out through Social Media on Information Search, Information Value and Behavioral Intention, Doctoral Dissertation, The Graduate School of Kyonggi University.
18 Kim, D. J., & Hwang, D. U.(2012). The Effect of SNS(Social Networking Service) Quality on Satisfaction and Repurchase Intention in the Hotel Industry, International Journal of Tourism Management and Sciences, 27(3), 59-76.
19 Baron, R. M. & Kenny, D. A.(1986), The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations, Journal of Personality and Social Psychology, 51(6), 1173-1182   DOI
20 Barabasi, A. L., & Albert, R.(1999). Emergence of scaling in random networks. science, 286(5439), 509-512.   DOI
21 Bleicher, P.(2006). Web 2.0 revolution: Power to the people, Applied Clinical Trials, 15(8), 34-36.
22 Brakus, J. J., Schmitt, B. H., & Zarantonello, L.(2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?, Journal of Marketing, 73(3), 52-68.   DOI
23 Chaudhuri, A., & Holbrook, M. B.(2001). The chain effects from brand trust and brand affect to brand performance: the role of brand loyalty, Journal of Marketing, 65(April), 81-93.   DOI
24 Chen, S. C., & Lin, C. P.(2015). The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study, Technological Forecasting & Social Change, 96, 40-50.   DOI
25 Chronis, A. & Hampton, R. D.(2008), Consuming the authentic Gettysburg: How a tourist landscape becomes an authentic experience, Journal of Consumer Behaviour 7(2), 111-126   DOI
26 Taylor, D. G., Lewin, J. E., & Strutton, D.(2011). Friends, fans, and followers: Do ads work on social networks?, Journal of Advertising Research, 51(1), 258-275.   DOI
27 Sano, K.(2015). An empirical study the effect of social media marketing activities upon customer satisfaction, positive word-of-mouth and commitment in indemnity insurance service, Proceedings International Marketing Trends Conference.
28 Son, D. J., & Kim, H. K.(2017). A Study on the Government PR Using Social Media: Focused on the Differences in Perception between Government PR Practitioners and SNS Professionals, Journal of Practical Research in Advertising and Public Relations, 10(2), 64-95.   DOI
29 Smith, T.(2010). The social media revolution, International Journal of Marketing Research, 51(4), 559-562.
30 Till, B. D., & Busler, M.(2000). The Match-Up Hypothesis: Physical Attractive-ness, Expertise, and Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 24(3), 1-13.   DOI
31 Wrigh, P. M.(2017). Making Great Theories, Journal of Managemen Studies, 54(3), 384-390.   DOI
32 Lee, S. Y.(2017). The effects on consumer's responses from Instagrammers' selfdisclosure and information characteristics: Focusing on the shopping mall manager's perspective, Master's thesis, The Graduate School of Ewha Womans University.
33 Kim, U. B., Kim, D. S., & Park, G, S.(2018). The Effects of Hashtag Type on Evaluations of Influencer and Fashion Information and Consumer Responses, Journal of the Korean Society of Clothing and Textiles, 43(1), 1-16.
34 Ko, S. M., Hwang, B. H., & Ji, Y. G.(2010). A Study on Social Network Service and Online Social Capital: Focusing on a Korean and Chinese Case, The Journal of Society for e-Business Studies, 15(1), 103-118.
35 Ko, H. S.(2012). The Effects of Social Network Service Quality on User Satisfaction and Intention to Continued Use, Master's thesis, The Graduate School of Sangji University.
36 Lim, S. T., Park, C. L., Cha, S. Y., Moon, J. H., Lee, I. S., & Kim, J. W.(2009). Co-Experience: Enhancing Interactive Experience of Users on Social Media through Tangible Interaction, The HCI Society of Korea, 868-875.
37 Martin, J., Mortimer, G., & Andrews, L.(2015). Re-examining online customer experience to include purchase frequency and perceived risk, Journal of Retailing and Consumer Services, 25, 81-95.   DOI
38 Moore, A., Yang, K., & Kim, M. H. J.(2018). Influencer Marketing: Influentials' Authenticity, Likeability and Authority in Social Media. International Textile and Apparel Association (ITAA) Annual Conference Proceedings. 126.
39 증가녕.김인재(2018). 유튜브 뷰티 채널에서 화장품 구매의도에 미치는 영향요인 분석. 인터넷전자상거래연구, 18(6), 409-425
40 Yoo, S. A.(2018). A Study on the effect of how the image of Social Influencers at beauty products on the corporate image and the intention of purchasing products: Based on Instagram, Master's thesis, The Graduate School of Chung-Ang University.
41 Kim, Y. S.(2018). The Impact of Beauty Influencer Information on Cosmetic Brand Switching and Continual Usage. Doctoral Dissertation, The Graduate School of KonKuk University.
42 Nam, J. H., & Hyun, Y. H.(2011). The study on assessing the quality of the smartphone applications: A case of the Outback application of family restaurant, Journal of Foodservice Management, 14(5), 221-240.