A Study on the Reliability Differences in Social Coherence, Rumor Trust, and Corporate Response Strategies Due to the Negative Rumors of a Hair salon by Demographic Characteristics

Abstract

The rapid development of the media can cause not only negative effects on the company but also financial loss and image damage as a medium for the rapid delivery of the corporate crisis to the public. Therefore, the purpose of this study is to identify differences in consumer confidence, rumor trust, and response strategies based on demographic characteristics of hair salons, and to provide basic data for future marketing strategies to prevent negative rumors in the beauty industry. This study used 265 copies for the final analysis. First, the demographic of those surveyed is married to college/graduation, many female employees in their 20s are more than 4 million won a month, and secondly, there are more than 7 years, 1 to 3 times a month, and thirdly, there are less than 50,000 to 100,000 won, and all the differences in your average monthly income. The reliability of the response strategies of other beauty companies was partly significant for gender and age only. Rumors no longer spread to large corporations or celebrities. The beauty industry is a highly dependent industry on human resources in that it provides intangible services and directly delivers services by beauty workers. In addition, it is natural for people to have different perspectives because each beauty salon has different prices and services. Therefore, beauty companies should try to be honest and reliable with each customer and when providing beauty services. Keywords: Corporate response strategies; Rumor; Rumor trust; Social assistance