항공사 소셜미디어 마케팅이 브랜드 인지도와 구매의도에 미치는 영향

• 영문명: The effects of Airline's Social media Marketing on Brand awareness and Purchase Intention
• 발행기관: 관광경영학회
• 저자명: 민영희
• 간행물 정보: 『관광경영연구』제24권 제2호, 273~293쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.03.31

영문 초록

This study examines the airline's social media marketing to improve their brand awareness and purchase intention. The purpose of this study tries to elaborate the airline's social media marketing attributes, brand awareness and purchase intention of the customers. This study analyzes the effects of informativeness, interactivity, recency and customization of the airline's social media marketing on consumers from the perspectives of brand awareness and purchase intention. In results, components of the airline's social media marketing had consisted significantly on brand awareness in the order of informativeness, recency and customization. Second, brand awareness and customer purchase intention had significant correlation. These results indicate that the airline's social media marketing tool is one of the effective ways to bring up brand recognition and create more buying power on the airline tickets. finally, the airlines excelling in the airline's social media marketing tool can increase their profits from developing good relationships with customers and provide a differentiated the airline's social media marketing strategies stimulating effective communication is needed. Subsequent studies have implications for expanding the scope of the study, including low cost airlines.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석결과

Ⅴ. 결 론

참고문헌

키워드

Social media marketing Brand awareness Purchase Intention Airlines