항공사 SNS 마케팅 커뮤니케이션과 브랜드 경영에 대한 연구

The purpose of this research is to verify the marketing communication effects of airlines’Social Networking Service (SNS). Literature review, expert investigation, exploratory factor analysis and confirmatory factor analysis, etc. for marketing communication of airlines’ SNS developed four sub-factors including SNS advertising, SNS word of mouth, SNS events, SNS information provision, and thirty-nine measurement questions. Moreover, a hypothesis was formulated according to the Value-Attitude-Behavior model by Homer & Kahle (1988) to verify the process that airlines’ SNS marketing communication forms brand loyalty. The hypothesis suggested in this research is to confirm the marketing communication effects of airlines’ SNS on brand value; and the effects of brand value on brand attitude and brand loyalty. The SNS marketing communication’s four sub-factors were proposed as second order. Brand value was also suggested as first order, and the four sub-factors including emotional value, social value, cost-functional value, and quality-functional value as second order. A convenience sampling approach was utilized to collect the data. The structural model was found to include an acceptable fit to the collected data. Findings from the structural analysis revealed that SNS marketing communication was significantly associated with brand value, and brand value was significantly associated with brand attitude. Furthermore brand attitude was significantly associated with brand loyalty. Based on the findings discussed, implications for practitioners and researchers are stated.