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Purpose The spread of COVID-19 is increasing interest in un-tact consumption and sustainable consumption. This trend can be shown in the SNS marketing activities of the beauty industry. In particular, it appears that consumers who are interested in organic cosmetics communicate a lot through SNS, so an SNS marketing strategy will be an important means not only for organic cosmetics companies but also for companies that want to launch a new organic cosmetic brand. This research aims to study the influence of organic cosmetic’s SNS marketing characteristics on Consumer Credibility and Purchasing Intention. Cosmetic companies need to strategically operate SNS marketing by referring to the results of this research. Design/Methodology/Approach In this research, the questionnaire was filled out through Google Survey, and the questionnaire was sent through SNS from May 6, 2021, to May 21, 2021. As a result, a total of 210 survey responses were collected. All of the items used in this research were measured on a 5-point Likert scale and responded from none (=1) to very yes (=5). Descriptive statics, frequency analysis, reliability analysis, and regression analysis were performed using SPSS 24 to confirm the research hypothesis and analyze demographic characteristics. Findings Among the Marketing Characteristics of SNS, Information Sharing on YouTube and Instagram is a factor that affects Consumer Credibility. And the Enjoyment on YouTube, Instagram and Kakao has an effect on Consumer Credibility and Purchasing Intention. Research Implications Among the Marketing Characteristics of SNS, Enjoyment was confirmed to be an important factor influencing Consumer Credibility and Purchasing Intention. So it can be seen that cosmetic companies should continuously provide beauty contents with fun and enjoyment about organic cosmetics to consumers.
