베이커리 인스타그램 마케팅이 브랜드태도와 정보공유행동의 매개효과 - 정보공유행동의 매개효과 -

Abstract

This study aims to empirically examine the effects of Instagram-based bakery marketing factors content quality, interactivity, and credibility on consumers’ brand attitude and purchase intention, with a focus on the mediating role of information-sharing behavior. While Instagram has become a key marketing tool for bakery brands to interact with consumers and promote products, few studies have analyzed the detailed structural relationships between Instagram marketing activities and consumer responses in the context of bakery products, which often involve emotional and hedonic consumption. This study surveyed 405 Instagram users with bakery brand experience and tested hypotheses using structural equation modeling (SEM). The results revealed that content quality, interactivity, and credibility significantly influenced information-sharing behavior, which in turn strongly affected brand attitude and purchase intention. Moreover, information-sharing behavior showed a significant mediating effect between Instagram marketing factors and both brand attitude and purchase intention. This study suggests that improving content quality and credibility while encouraging voluntary information- sharing behavior on Instagram can effectively enhance brand image and purchasing behavior, offering practical insights for bakery brands and small food businesses in developing Instagram marketing strategies.