SNS 마케팅 커뮤니케이션의 성공적 활용을 위한 항공사의 전략적 브랜드 관계마케팅에 대한 연구

Despite growing interest in SNS marketing, research on the airline industry’s SNS marketing is lacking. This study was an attempt to provide a clear understanding about what triggers airline customers’ decisions according to airline industry’s SNS marketing communications. We also focus on airlines’ brand relationship marketing. In this study, we aimed to investigate the relationship among SNS marketing communications, brand image, brand relationship quality, and brand love. SNS marketing communication consists of four subcategories called SNS advertisement, SNS information, SNS word of mouth, and SNS event. Also brand relationship quality consists of subcategories called brand satisfaction and brand trust. In addition, we attempted to identify if the difference on the proposed associations exist across male and female respondents. A convenience sampling approach was utilized to collect the data. A confirmatory factor analysis established the adequate level of reliability and validity of the measures. The structural model was found to include an acceptable fit to the collected data. Findings from the structural analysis revealed that SNS advertisement and SNS event were significantly associated with brand image, and brand image was significantly associated with brand satisfaction and brand trust. In addition, brand trust was significantly associated with brand love. Moreover, the result from the invariance test revealed that there were no significant differences between the male and female sector. Based on the findings discussed above, implications for practitioners and researchers are stated.