SNS 뷰티 콘텐츠 특성이 브랜드 태도와 온라인 구전의도에 미치는 영향: 20~30대 여성을 중심으로
Influence of SNS Beauty Content and Brand Attitude on Online Word-of-Mouth Intentions: Survey of Women in Their Twenties and Thirties
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Abstract
Online media engagement and the extensive dissemination of social networking service (SNS) content have increased with the accelerated growth of the internet and the pervasive use of smartphones. Our study investigated the impact of SNS beauty content on brand attitude and online word-of-mouth (e-WOM) intention. We also analyzed the influence of brand attitude on e-WOM intention. An online survey was conducted with 295 women in their 20s and 30s who engaged with SNS beauty content. The results suggest that the effects on brand attitude and e-WOM intention differ depending on content characteristics, including information, entertainment value, and reliability. Our study provides theoretical insights into SNS beauty content attributes, facilitates the formation of positive brand attitudes, promotes online word-of-mouth, and offers practical guidance to generate revenues.