[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.13106/jwmap.2022.Vol5.no2.11

Study on the Structural Causality of Social Network of Luxury Brands

LEE, Jae-Min (Department of Business Administration, SungKyunKwan University)

Publication Information

Journal of Wellbeing Management and Applied Psychology / v.5, no.2, 2022 , pp. 11-14 More about this Journal

Abstract

Purpose: The purpose of this study is to investigate the structural causal relationship between the SNS marketing attributes of luxury brands on brand awareness, brand involvement, and brand attachment. Research design, data and methodology: To this end, a survey was conducted on 427 users of large Internet communities and SNS. The results of the empirical analysis are summarized as follows. Results: First, among SNS marketing attributes, information, reliability, and update had a significant positive (+) influence on purchase intention. Second, among SNS marketing attributes, informativity, interaction, playability, and update had a significant positive (+) influence on brand recognition. Reliability, interaction, and update had a significant positive (+) effect on brand involvement. In addition, in brand attachment, playability and up-to-dateness had a significant positive (+) influence. Conclusions: Looking at the causal relationship between brand attitudes, there was a significant positive influence on brand involvement, and a significant positive influence on brand involvement, but the effect of brand awareness on brand attachment was not significant.

Keywords

SNS Marketing Attributes; Brand Attachment; Brand Awareness;

Citations & Related Records

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