The Effect of Taekwondo Demonstration Team PR characteristics using SNS on University Image and University Preference

The purpose of this study was to investigate the effect of taekwondo demonstration group promotion activities through SNS on improving university image and university preference for prospective freshmen. The study subjects were selected from among high school student athletes who were registered as breaking athletes, who followed the university taekwondo demonstration team on SNS and were constantly in touch with the news of the university. 220 questionnaires were used for final analysis and statistical processing was performed using SPSS 25. As a result, first, interactivity was found to have a positive effect on the university image. Second, convenience, reliability, and interactivity were found to have a positive effect on university preference. Third, university image has a positive effect on university preference.