earticle

논문검색

<연구논문>

피부관리실의 SNS 마케팅 활용이 경영성과에 미치는 영향

원문정보

The Effect of SNS Marketing Utilization on the Business Performance of Skin Care Boutiques

이현숙, 이원숙, 정미향, 이용환

피인용수 : 0(자료제공 : 네이버학술정보)

초록

영어

In recent years, studies on SNS marketing have been increasing in the areas of hair and nail care in the beauty industry, but there is a lack of research on SNS marketing in the field of skin care. The purpose of this study was to examine the level of the perception of SNS marketing and the status of SNS marketing utilization among the skin care boutiques using SNS for marketing, and to investigate the effect of SNS marketing utilization on business performance. This study was conducted from May 1, 2017 to June 20, 2017 by carrying out a survey of a total of 184 skin care boutiques located in Busan that were using SNS for marketing using a self-administered questionnaire regarding the impact of SNS marketing utilization on business performance. The data were analyzed by performing a t-test, ANOVA, Duncan test, and multiple regression analysis using the SAS statistical program (version 9.4). The results showed that the level of the perception of SNS marketing was 3.7±0.6 points on a 5-point scale, the level of SNS marketing utilization was 3.2±0.8 points on a 5-point scale, and the business performance was 3.4±0.8 points on a 5-point scale, respectively. With respect to the effects of the perception and utilization of SNS marketing on business performance, the higher the level of the perception of SNS marketing was, the higher the level of business performance was (p<0.001). In addition, the higher the level of SNS marketing utilization was, the higher the level of business performance was (p<0.001). In this study, the use of SNS for marketing in the skin care business was found to affect business performance. Therefore, in order to enhance the business performance of skin care boutiques, strategic methods to actively utilize SNS marketing on the basis of systematic operation policy support and education need to be explored.

목차

Abstract
 Ⅰ. 서론
 Ⅱ. 연구방법
  1. 연구대상 및 기간
  2. 연구도구 및 구성
  3. 자료분석
 Ⅲ. 연구결과
  1. 연구대상자의 일반적 특성
  2. 연구대상자의 SNS 마케팅 이용 행태
  3. SNS 마케팅 인식도, 활용도, 경영성과 수준
  4. SNS 마케팅 인식도, 활용도, 경영성과의 상관관계
  5. 일반적 특성에 따른 SNS 마케팅 경영성과 비교
  6. SNS 마케팅 이용 행태에 따른 경영성과 비교
  7. SNS 마케팅 인식도와 활용도가 경영성과에 미치는 영향
 Ⅳ. 고찰
 Ⅴ. 결론
 참고문헌

저자정보

  • 이현숙 Hyun Sook Lee. 고신대학교 보건대학원 미용보건전공
  • 이원숙 Won Sook Lee. 고신대학교 대학원 보건과학과
  • 정미향 Mi-Hyang Jeong. 고신대학교 대학원 보건과학과
  • 이용환 Yong Hwan Lee. 고신대학교 의과대학 예방의학교실

참고문헌

자료제공 : 네이버학술정보

    함께 이용한 논문

      ※ 기관로그인 시 무료 이용이 가능합니다.

      • 4,500원

      0개의 논문이 장바구니에 담겼습니다.