Abstract
The purpose of this paper is to analyze the effect of SNS characteristics on purchase intention. The purpose of this study is to provide theoretical and practical implications for SNS characteristics and contribute to strategic SNS marketing activities of hotel companies. To this end, this study classified SNS characteristics into playfulness, customization, interaction, and word of mouth, and examined the effect on purchase intention by using brand equity as parameters. The practical implication is that SNS marketing activities can improve consumers' purchase intentions by affecting corporate brand equity. Therefore, hotel companies need to establish specific strategies for marketing activities that utilize SNS characteristics, and brand equity suggest that SNS characteristics will be an influencing factor in consumers' purchase intention.
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