원문정보
The effects of Airline's Social media Marketing on Brand awareness and Purchase Intention
초록
영어
This study examines the airline's social media marketing to improve their brand awareness and purchase intention. The purpose of this study tries to elaborate the airline's social media marketing attributes, brand awareness and purchase intention of the customers. This study analyzes the effects of informativeness, interactivity, recency and customization of the airline's social media marketing on consumers from the perspectives of brand awareness and purchase intention. In results, components of the airline's social media marketing had consisted significantly on brand awareness in the order of informativeness, recency and customization. Second, brand awareness and customer purchase intention had significant correlation. These results indicate that the airline's social media marketing tool is one of the effective ways to bring up brand recognition and create more buying power on the airline tickets. finally, the airlines excelling in the airline's social media marketing tool can increase their profits from developing good relationships with customers and provide a differentiated the airline's social media marketing strategies stimulating effective communication is needed. Subsequent studies have implications for expanding the scope of the study, including low cost airlines.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 항공사 소셜미디어 마케팅
2. 브랜드 인지도
3. 구매의도
Ⅲ. 연구설계
1. 연구 모형 및 가설
2. 설문지 구성
3. 자료수집과 분석방법
Ⅳ. 실증분석결과
1. 조사대상자의 특성
2. 타당성과 신뢰성 검증
3. 연구가설 검증
Ⅴ. 결론
참고문헌