• The Korean Journal of Franchise Management
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• v.11 no.2
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• pp.23-39
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• 2020

Purpose: Social Network Sites(SNS) have been grown up as a public communication channel consumer frequently participate in. Most of food service brands are utilizing social media for advertising recently. As a result of SNS marketing, food service brands anticipate positive outputs from SNS engagement and consumer brand engagement so that we need to verify structural relationship among SNS characteristics, SNS engagement and consumer brand engagement. Research design, data, and methodology: This study identifies that SNS characteristics have effects on SNS engagement and examines relationship between SNS engagement and behavioral engagement. We conceptualize SNS characteristics as information quality, hedonic level and interaction. Furthermore, SNS engagement is composed of SNS participation, positive word of mouth(WOM). In order to verify the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Sample data were collected from 433 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The findings of this research are as follows. First, information quality is positively related with SNS participation. Hedonic level and interaction have impacts on SNS participation and positive WOM respectively. Second, SNS participation has positive effects on positive WOM. Third, both SNS participation and WOM influence behavioral engagement respectively. Conclusions: The implications demonstrate that SNS characteristics such as information quality and hedonic level and interaction exert effects for consumer to participate in SNS brand page. Meanwhile, hedonic level and interaction influence on positive WOM but information quality doesn't. SNS participation and positive WOM affect consumer to engage in specific brand behaviorally as well. Therefore, food service brand marketer is required to manage SNS information quality and hedonic level and interaction among members to encourage SNS participation and positive WOM. As SNS participation and positive WOM increases behavioral engagement of consumer, marketer needs to incentivize SNS participation and look after situation of positive WOM and respond swiftly.

• Journal of Digital Convergence
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• v.14 no.6
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• pp.177-186
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• 2016

This study aims to explore the effect of characteristics of eWOM(Word-of-mouth) on consumer attitude in SNS(Social Network Service). The characteristics of WOM were classified into characteristics of message (polarity, verifiability, consensus) and characteristics of SNS (social presence, interaction). Data of 554 samples were collected from the university students of SNS users. The key results showed that the polarity of the WOM has a strong positive effect on consumer's attitude, and the degree of verifiability and consensus has a moderating effect on the polarity-attitude relationship. On the contrary, characteristics of SNS such as social presence and interaction have a direct effect on consumer attitude and have no significant moderating effect on the polarity-attitude relationship. This study provides an academic enhancement in the research of the relationship between the characteristics of WOM and consumer's attitude in the SNS environment. Practical implications are also drawn from these findings.

• The Journal of the Korea Contents Association
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• v.14 no.12
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• pp.950-958
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• 2014

According to the rapid spreading of smart phone, the use of social network service(SNS) is also increasing rapidly. Social network service(SNS) which plays an important role in customer relationship management and brand management is becoming more important. This study aims to find out if differences exist in the perceptions of service quality and the consumer behaviors between Korean and Chinese consumers using SNS. In order to achieve the objectives of the study, the literatures of service quality and consumer behavior theory is reviewed. And based on the literature reviews, dimensions related to service quality and consumer behavior are derived and T-test is used to identify the differences. According to the analysis, significant differences exist in the perceptions of service quality and consumer behaviors between Korean and Chinese consumers using SNS. The results not only provide theoretical evidences for further SNS study but also provide practical evidences for companies in their overseas expansion.

• Journal of Information Technology Services
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• v.22 no.3
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• pp.119-139
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• 2023

Generation MZ has emerged as a significant consumer segment and trendsetter in the fashion market of South Korea. Fashion designer brands have become popular among this generation by offering a range of fashion content on social network services (SNS) based on fresh and trendy designs. Despite the growing market share of fashion designer brands in the industry, previous research has mainly focused on brand personality in line with the characteristics of traditional fashion brands. Therefore, this study aims to derive brand personality and SNS characteristics of fashion designer brands based on previous research and investigate the influence of these factors on brand preference and behavioral intention. Moreover, it examines how this influencing mechanism fluctuates based on the consumer type (i.e., innovative type vs. price-sensitive type). Based on an online survey of 256 Korean adults with experience in fashion designer brands, this study identified the influencing mechanisms on purchase intention and word-of-mouth intention. This study contributes to empirical investigations of consumer brand preference and behavior intention in fashion designer brands through the brand equity model. It also offers insight into developing a segmented brand strategy by considering the variations in the influence mechanism of behavioral intention across different consumer types.

• Culinary science and hospitality research
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• v.20 no.6
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• pp.159-174
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• 2014

The purpose of this study is to examine the relationships among vividness, consensus, reliability, homogeneity, ties and acceptance of WOM (Word Of Mouth), consumer attitude, SNS WOM transmission, offline WOM transmission, and visit intention perceived by married women consumers who learned SNS WOM regarding restaurants. This study performed a survey targeting married women, focusing on broadcasting stations, department stores, major supermarkets, government offices, and cultural centers in Busan. The surveying period was from March 1, 2014 to March 31, 2014. 304 questionnaires were used for the final analysis. As a result of the analysis, it could be concluded that vivid and reliable SNS words raise the level of acceptance of WOM, reliability makes consumer attitude positive, and homogeneity raises the level of acceptance of WOM, consumer attitude, SNS WOM transmission, and offline WOM transmission intention. In addition, it could be confirmed that acceptance of WOM have significant effects on consumer attitude and offline WOM transmission, and consumer attitude have positive effects on SNS WOM transmission, offline WOM transmission, and visit intention. Lastly, it could be learned that SNS WOM transmission and offline WOM transmission have significant effects on visit intention.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.48-62
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• 2016

Consumers have come to demand high quality, affordable prices, and innovative product designs of the outdoor wear market due to their well-being and leisure oriented lifestyle. A new system of business in outdoor wear has emerged in the process through which corporations have endeavored to satisfy such consumer needs. Outdoor wear brands have utilized social network services (SNS) such as Facebook and Twitter as means of marketing and have built close relations with consumers based on communication through these media. Recently, explosively escalating SNS data are referred to as social big data, and now that every consumer online is a commentator, reviewer, and publisher, the outdoor wear market and all of its brands have to stop talking and start listening to how they are perceived. Therefore, this study employs Social $Metrics^{TM}$, a social big data analysis solution by Daumsoft, Inc., to verify changes in the allusions related to outdoor wear market found on SNS. This study aims to identify changes in consumer perceptions of outdoor wear based on changes in outdoor wear search words and trends in positive and negative public opinion found in SNS social big data. In addition, products of interest, the major brands mentioned, the attributes taken into consideration during purchases of products, and consumers' psychology were categorized and analyzed by means of keywords related to outdoor wear brands found on SNS. The results of this study will provide fundamental resources for outdoor wear brands' market entry and brand strategy implementation in the future.

• The Research Journal of the Costume Culture
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• v.26 no.2
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• pp.251-263
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• 2018

As mobile shopping has increased in the new media age, fashion consumers' decision making and product consumption processes have changed. The volume of consumer-driven information has expanded since media and social networking sites have enabled consumers to share information they obtain. The purpose of this study was to determine the factors affecting information searching strategies and information sharing about fashion products. An online survey collected data from 466 respondents, relating to the influence of product price level and consumer SNS commitment level on information search and information sharing. Experimental design of three product price level and two consumer SNS commitment level was used. Analysis of the data identified factors in fashion information searching as ongoing searching, prepurchase web portal information search, and prepurchase marketing information search. For low-price fashion products, prepurchase product-detail influenced intention to share information. For mid-priced products, ongoing search significantly affected intention to share information. Both ongoing search and prepurchase marketing information search showed significant effects for high-price products. Consumers who are more committed to SNS engaged in significantly more searching in all aspects of information search factors. Significant interaction effect was detected for consumer SNS commitment level and product price level. When consumers with low consumer SNS commitment search for information on lower-priced fashion products, they are less likely do a prepurchase web portal information search.

• International Journal of Human Ecology
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• v.16 no.2
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• pp.11-20
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• 2015

The purpose of this study was to examine the effects of the construal level and temporal distance of a message and consumer's Social Network Service (SNS) self-efficacy on consumers' attitudes toward SNS fashion advertising. This study employed a 2 (message configuration: high construal level/low construal level) ${\times}$ 2 (temporal distance: distant future/near future) ${\times}$ 2 (SNS self-efficacy: high/low) between-subject factorial design. The survey was conducted on Facebook users in their twenties (N=216). The results are as follows: First, attitude toward SNS fashion advertising and purchase intention was higher when the message construal level was lower and when the temporal distance was closer. Second, no interactions between temporal distance and message construal level for attitude toward SNS advertising and purchase intention were found in this study. However, interactions between temporal distance and SNS self-efficacy for attitude toward SNS advertising and purchase intention were found. When the SNS self-efficacy was high, message with the low construal level reacted significantly positive in terms of attitude toward the ad as well as purchase intention. It is expected that this study will provide insight for apparel makers or retailers to use SNS as a new advertising media for fashion marketing. Practical implications and limitations are discussed.

• Korean small business review
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• v.41 no.1
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• pp.1-28
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• 2019

The purpose of this study is to contribute to the revitalization of the 6th industry by presenting suggestions on how to utilize agricultural food mobile SNS and how to purchase intention. In this study, the mobile SNS, which is rapidly emerging as a new marketing channel, was applied to the agricultural and food sector to conduct a empirical analysis. First of all, the characteristics of agricultural food-related mobile SNS that affect the purchasing intent of agricultural food were derived, and the indirect effects of consumer attitudes were analyzed in relation to the perceived characteristics of the mobile SNS for the agricultural food and the purchase intention. First, information quality and ease of access have a significant effect on cognitive attitude (+), and playfulness, information quality, ease of access have a significant effect on emotional attitude (+), and playfulness, interactivity have a significant effect on an acting attitude (+). Second, information quality, accessibility, and playfulness have a significant effect on purchase intention (+), and the quality of information has the greatest influence. Third, it was analyzed that information quality, interactivity, ease of accessibility, and playfulness have an indirect effect of consumer attitude in the path of purchase through consumer attitude. From the results of this study, it was confirmed that efforts to improve the quality of information in the case of mobile SNS related to agricultural and food products are needed first, that to improve the purchasing intent, we need to establish a mobile SNS operating strategy and marketing strategy for enhance consumer attitudes in a favorable. On the other hand, related education and system cooperation methods should be prepared to enable agricultural and food companies to use mobile SNS as a marketing tool.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.3
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• pp.99-111
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• 2016

In order to use cosmetics brands SNS effectively and establish strategy, the purpose of this study is to provide consumer date. According to cosmetics consumption value groups, this study examined each cosmetics consumption value group's level of concern of three cosmetics brands SNS features, informativity, enjoyment and interactivity. For the data, questionnaire was collected by 198 women, and the data were measured by ANOVA, factor analysis, cluster analysis and Ducan test. According to cluster analysis cosmetics consumption value groups were divided into four groups, unconcern group, hedonic value pursuit group, function of brand value pursuit group, high concern group. The results of the study are as follows: First, high concern group thought highly of all cosmetics brands SNS features, including informativity, enjoyment and interactivity. In addition all consumer groups were concerned informativity rather then enjoyment and interactivity. Second, comparing with high concern group, other groups which include unconcern group, hedonic value pursuit group and function of brand value pursuit group were not concerned about cosmetics brands SNS features' enjoyment and interactivity. Except informativity, hedonic value pursuit group and unconcern group were more concerned interactivity than enjoyment. While, high concern group and function of brand value pursuit group were more concerned enjoyment than interactivity.