미용실의 통합 마케팅 커뮤니케이션(IMC)활동이 브랜드 신뢰와 브랜드 가치에 미치는 영향

The purpose of this study is to investigate the impact of integrated marketing communication (IMC) activities such as salon events, SNS, advertisements, and sales promotion on brand trust and brand value among consumers who visit salons, and to provide basic data for utilization in the beauty industry to improve salon brand trust, brand value, and bring about positive changes. The research period was from June 1, 2023 to June 20, 2023, and a total of 301 self-administered questionnaires were used as the final analysis data, and the collected questionnaire data were subjected to frequency analysis, factor analysis and reliability analysis, and multiple regression analysis through SPSS 24.0 program. The results of the study showed that the integrated marketing communication (IMC) of beauty salons consisted of four factors: events, SNS, advertising, and sales promotion; brand trust consisted of a single factor; brand value consisted of quality value and image consisted of two factors; and the subfactors of IMC, SNS and advertising, had a positive effect on brand trust. In addition, SNS, a sub-factor of IMC, was found to have a positive effect on the brand value sub-factor of quality value and image, and events and advertisements were found to have a positive effect on the brand value sub-factor of image. Therefore, it is necessary to devise an effective public relations strategy by cooperating with influencers, providing transparent information, and communicating and utilizing brand stories on social media platforms to improve the quality of brand image. In the future, we hope to present a follow-up study from a different perspective by adding variables such as satisfaction and loyalty to verify the difference between integrated marketing communication and various variables of beauty salon brands.