earticle

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.