휘트니스센터 소셜마케팅의 SNS특성이 브랜드자산에 미치는 영향

Abstract

This this study investigates the effects of social media as shown in the social marketing strategies of large fitness centers on their brand equity. In this study, 337 consumers who uses social media were surveyed to acquire data for statistical analysis. The analysis was conducted using a statistics package program, SPSS window version 22.0. The questionnaire included edited versions of measuring scales used in previous relevant studies. Not only the content data, but construct validity and reliability were analyzed and tested in the study. Furthermore, a correlation analysis between the variables was conducted, as well as a multiple regression analysis on the independent variable of social media characteristics as recognized by fitness center members and the dependent variable of the brand equity.BR First, it is found that the social media characteristics in the social marketing for fitness center have positive influences on the brand satisfaction, a subfactor of brand equity. Second, it is concluded that the social media characteristics in the social marketing for fitness center have positive influences on the brand image, a subfactor of brand equity. Third, it is revealed that the social media characteristics in the social marketing for fitness center have positive influences on the brand preference, a subfactor of brand equity. Fourth, the result indicates that the social media characteristics in the social marketing for fitness center have positive influences on the brand quality, a subfactor of brand equity. Fifth, the study shows that the social media characteristics in the social marketing for fitness center have positive influences on the brand recognition, a subfactor of brand equity.