화장품 기업의 SNS 마케팅이 브랜드 이미지와 구매행동에 미치는 영향

Abstract

The number of distributors of cosmetics which are at the center of beauty industry has been on the rise. As a result, competition has become fiercer. Social media marketing that can be utilized for effective entry into the cosmetics market has the advantages of high efficiency and low costs. Under these circumstances, this study attempted to investigate the influence of cosmetics manufacturers’ social media marketing on brand image and purchase behavior and seek a plan to help the cosmetics industry stay competitive. For this, a questionnaire survey was performed against those who bought cosmetics on social media before. The collected data were analyzed by frequency analysis, factor analysis, reliability analysis and regression analysis, using SPSS 26.0, and the results found the followings: First, social media marketing information and consumer reviews had a statistically significant effect on purchase behavior while promotions and ads revealed no significant influence. Second, in social media marketing, promotions, information, ads and consumer reviews affected brand image with statistical significance. Third, brand image showed a statistically significant influence on purchase behavior. In other words, it is possible to encourage customers to buy cosmetics and increase sales through social media marketing. Therefore, there is a necessity to build brand image for consumers and promote purchase behavior through continuous social media marketing. The above results confirm that an aggressive utilization of social media marketing for the purpose of making consumers buy cosmetics would increase sales and help cosmetics companies run their business in a stable and continuous fashion.