기업의 소셜 미디어 마케팅 활동이 상표자산, 구매의도와 브랜드애호도에 미치는 영향

There is a lack of empirical studies investigating how companies use social media marketing tools to improve their brand equity and consumers’ behavior toward a brand. This research explores theses relationships by analyzing pioneering mobile brands(SK Telecom, KT, LG U plus) in the telecommunication sector. Based on a survey of 295 mobile brand consumers, who follow the three brands studied on social media, the study develops a structural equation model that helps to address gaps in prior social media branding literature. Specifically, the study demonstrates the links between social media marketing efforts and their consequences(brand equity, purchase intention and brand loyalty). Results confirmed that social media marketing activities affect positively to brand equity, and brand equity affects positively to purchase intention and brand loyalty. The study measures brands’ social media marketing activities as a holic concept that incorporates five aspects(informativeness, word-of-mouth, customization, trendiness, and interaction). Another contribution of the study is that it finds that social media marketing activities have a significant positive effect on brand equity and on consumer behavior(purchase intention and brand loyalty). This study implies that they have to attention on contents which are informative, trendy, and interactive when practicing any social media marketing strategy. Finally the study suggests future research direction and limitations.