The Influence of SNS Information Characteristics on Brand Awareness in Skin Care Shop: Focusing on Women in their 20s and 30s

Hyun-Ji Je, Eun-Jin Yang
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Abstract

This study aims to present meaningful implications for efficient operation of SNS marketing that can enhance the brand value of skin care shops and increase consumers' purchasing behavior by identifying the impact of SNS information characteristics on brand awareness for female consumers in their 20s and 30s. To this end, the survey was conducted on women in their 20s and 30s, and a total of 270 copies were used as final analysis data. The collected data were analyzed using the SPSS v.26.0 program. Taken together, reliability among the characteristics of SNS information was found to be an important variable in brand awareness. In other words, from the perspective of female consumers in their 20s and 30s, when they perceive that the SNS information provided by the skin care shop is reliable, the brand awareness of the skin care shop becomes positive, and the higher the brand awareness, the higher the purchase behavior. Therefore, the skin care shop needs to raise brand awareness by strategic use of SNS targeting women in their 20s and 30s, and in particular, establishing differentiated marketing strategies focusing on reliability will have a positive impact on the growth of the skin beauty industry.
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SNS信息特征对护肤品店品牌认知度的影响——以二三十岁女性为研究对象
本研究旨在通过识别20 - 30岁女性消费者的SNS信息特征对品牌认知的影响,为SNS营销的有效运作提供有意义的启示,从而提升护肤品店的品牌价值,增加消费者的购买行为。为此,调查对象是20、30多岁的女性,总共270份作为最终分析数据。收集的数据使用SPSS v.26.0程序进行分析。综上所述,社交网络信息特征中的可靠性是品牌意识的一个重要变量。也就是说,从二三十岁的女性消费者的角度来看,当她们感知到护肤品店提供的SNS信息可靠时,对护肤品店的品牌认知度就会变得积极,品牌认知度越高,购买行为就越高。因此,护肤品店需要通过战略性地使用针对二三十岁女性的SNS来提高品牌知名度,特别是建立以可靠性为核心的差异化营销策略,这将对美肤行业的增长产生积极的影响。
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