• 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.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.4
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• pp.169-175
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• 2021

The purpose of this study was to investigate the relationship between the formation of advertising attitudes and purchase intentions for users' products according to the difference in engagement of SNS sports advertisements and provide them with evidence to suggest directions for SNS sports advertising strategies. For this purpose, after establishing a hypothesis between engagement, advertising attitude, and purchase intention, a questionnaire was distributed to employees of sports administration organizations that have experienced or are using SNS and statistically processed using 460 copies of self-administeration. Through this process, we obtained the following results. First, it was found that engagement had a significant effect on advertising attitude. Second, it was found that engagement had a significant effect on purchase intention. Third, it was found that advertising attitude had a significant effect on purchase intention. From the results of this study, it can be seen that the SNS sports advertisement engagement has a positive effect on the attitude and purchase intention of advertisements conducted on SNS. In other words, it should be actively used to increase more efficient advertising attitudes and purchase intentions through this identified engagement.

• Asia pacific journal of information systems
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• v.28 no.1
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• pp.36-60
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• 2018

As an increasing number of people gained access to social network services (SNS), organizations started to use SNS as a channel for marketing and promotional purposes. The online advertising market has significant growth potential. Brand engagement is a key motive for online advertising, but how SNS users engage with brands, particularly in terms of the promotion of organizations, is poorly understood. This study uses customer value theory to examine brand engagement of users in terms of promoting companies in the context of Korean SNS marketing. This study identifies the antecedents of brand engagement based on customer value theory. Our findings show the significance of three factors of SNS marketing, namely, price discount, relationship support, and convenience, on brand engagement. We further show the consequences of brand engagement, namely, purchase decisions and word-of-mouth activities. These findings help advance customer value theory and offer practical insights into the use of information systems and marketing in the context of SNS.

• Asia pacific journal of information systems
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• v.30 no.2
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• pp.284-307
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• 2020

Customer engagement has been the main objective of brand companies in their marketing through social networking sites (SNS). Facebook is the most popular platform for SNS marketing, especially for companies that try to engage with their customers by providing various values through their brand pages (i.e., brand communities). The management of brand pages, therefore, becomes "the means" by which to achieve the result ("the end") of SNS marketing, and visitors to the brand pages (i.e., brand communities) then come to have a favorable attitude toward the brand. Based on a "means-ends" framework, this study examines the development of engagement between customers and brands in terms of brand page engagement as the means objective and brand attitude as the ends objective in the context of Facebook. This study further examines the antecedents and consequences of brand page engagement based on the customer value theory with two-stage data collection. This study contributes to the literature by explaining the roles and effects of brand page engagement in SNS marketing. This study further provides guidance to SNS providers and practitioners on SNS marketing strategies.

• Journal of Distribution Science
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• v.22 no.3
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• pp.83-92
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• 2024

Purpose: With the rapid information distribution of sport-related SNS, sport industry has utilized SNS as technical solution to distribute sport and health-related information. The current study examined the effect of SNS information use for running-specific content on running engagement and psychological well-being. Research design, data and methodology: Data were collected via online survey of participants in marathon events of United States. Descriptive statistics and Chi-square test were conducted to compare demographics and psycho-behavioral outcomes among SNS information users and non-users for running-specific contents. Multivariate hierarchical regression was next employed to examine research hypotheses. Results: A mass-participant running event was used to test seven hypotheses related to the potential role of SNS for running content in promoting running engagement and life satisfaction. In general, findings revealed that use of SNS for running content along with frequency of use can perhaps facilitate running intensity and influence participation in running-related outdoor activities. Furthermore, while overall life satisfaction did not appear to be influenced by use of SNS for running content, there was a demonstrated influence on the individual satisfaction domains. Conclusions: The findings of current study suggest that sport SNS is information distribution media enhancing users' engagement and their six life satisfaction domains. Further implications were discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.2
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• pp.548-553
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• 2012

The purpose of this study is to explore how use motivation of SNS influences communication activity and SNS media engagement. The major findings are as follows. First, three Factors are identified from the result of scale purification through exploratory factor analysis(EFA) on use motivation of SNS. Three factors of SNS use motivation are information/knowledge acquisition motivation (IKAM), communication/relationship maintaining motivation(CRMM), opinion/information presenting motivation(OIPM). It is found that a significant difference on CRMM between sex. Second, CRMM and OIPM are statistically significant to communication activity. Third, IKAM and CRMM are statistically significant to SNS media engagement.

• International journal of advanced smart convergence
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• v.10 no.4
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• pp.14-21
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• 2021

The purpose of this study is to investigate the effect of consumers' engagement through SNS sports advertisements on purchase intention through advertising attitudes and product trust for the disabled. In other words, it was intended to investigate how the disabled people's intention to purchase products is formed by acting on various sports product advertisements that are seen during SNS activities. Accordingly, a survey was conducted on 300 people with disabilities participating in sports for the disabled. As a result, it was found that functional engagement had a positive effect on both advertising attitude and product trust, and advertising attitude and product trust had a positive effect on purchase intention. However, emotion engineering and communal engineering were found to have a negative effect on advertising attitudes and not on product trust.

• Journal of Information Technology Applications and Management
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• v.22 no.3
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• pp.19-33
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• 2015

SNS is perceived as an effective tool for sharing news and enabling news content to reach many more users than before. And some users think that SNS is an important source to get news. This study's purpose is to understand the key factors contributing to behavior of news consumption on social network sites in Cambodia and its influence. We identified three key factors including convenience, recency, and variety; however, recency showed less significant effect on news consumption on SNS. Besides the key factors, it also seeks to understand the impact of news consumption on social engagement and government's transparency in Cambodia. The analytical results achieved through the Partial Least Squares (PLS) approach.

• Fashion & Textile Research Journal
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• v.26 no.1
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• pp.88-98
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• 2024

With the growing preference among Chinese consumers for purchasing beauty products through social media networks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers' intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of consumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place in them. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had previously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting multiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of "expertise,"' "intimacy," and "homogeneity" in SNS beauty influencers significantly affect influencer trust, whereas "charm" does not have a significant impact. Moreover, consumer involvement was found to moderate the relationship between SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Additionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signify that leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance product exposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilization of influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumer engagement and the success of marketing strategies.

• Asia Marketing Journal
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• v.25 no.3
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• pp.126-147
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• 2023

This study investigates the effects of the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including intentions of revisit and recommendation. Increased satisfaction also enhances subjective QOL and omnivorous cultural engagement among art museum visitors, implying promising collaboration among cultural arts institutions. The findings have both theoretical and practical implications for enhancing visitor experiences and promoting diverse cultural engagement. Limitations and future research directions are also discussed.