여행사 소셜미디어 정보특성과 인게이지먼트, 브랜드 태도, 행동의도 연구

Abstract

Purpose: The purpose of this study is to examine the impact of travel agency social media information characteristics on engagement, brand attitudes, satisfaction, and loyalty. The proliferation of smartphones has led to the expansion of social media creation and use, and social media has become an important marketing medium for brand formation and information delivery. This study aims to analyze the effects of social media information characteristics and engagement, a state of information immersion, on brand attitudes and behavioral intentions.
 Methods: The survey was conducted with a sample of people who have used travel agency social media. A self-administered survey using simple random sampling was conducted from July 18 to August 31, 2022, and a total of 317 copies were used for analysis. Frequency analysis, validity and reliability analysis, correlation analysis, factor analysis, and regression analysis were conducted using the SPSS 22.0 program.
 Results: The impact of travel agency social media information characteristics on engagement was found to be significantly influenced by quality, liveliness, professionalism, and interactivity among social media information characteristics; engagement was found to have a significant impact on brand attitude; brand attitude has a defining effect on satisfaction and loyalty; and satisfaction has an impact on loyalty.
 Conclusion: This study provides a theoretical foundation for future empirical studies in the same field by establishing the conceptualization of marketing variables and measurement factors using social media, measuring their constructs, and studying their relationships.