저비용 항공사(LCC)의 SNS 마케팅이 브랜드 이미지와 관계지속의도에 미치는 영향

Abstract

The purpose of this study was to verify the effects of SNS marketing on brand image and relationship continuation intention through consumers who experienced low cost carriers SNS marketing in the situation where the competition is intensifying and the influence of SNS is growing. The results are as below. First, SNS marketing of Low Cost Carriers had a positive effect on brand image. It means that the use of the SNS marketing Characteristics which are information, interactivity, and multimedia properties affect brand image. Second, SNS marketing of low cost carrier has a positive effect on relationship continuation intention. Especially the interactivity has a significant effect on relationship continuation intention, which means that the interaction through SNS marketing is important. Third, brand image was found to have a statistically significant effect on relationship continuation intention. This study raises the necessity for a marketing strategy with effective marketing tools and competitivenes, in which low-cost carriers respond to trends and customers needs by using SNS marketing in a rapidly changing aviation industry environment.