브랜드 태도에 영향을 미치는 SNS 뷰티 컨텐츠 및 몰입에 관한 연구 = A Study on SNS Beauty Content and Immersion Influencing Brand Attitudes

다국어 초록 (Multilingual Abstract)

The spread of social network services (SNS) beauty content has had an enormous impact on the development of the beauty industry, the changes in the method of distribution of information, and the decision-making process of consumers. Beyond simple communication tools, SNS, such as Instagram, YouTube, and TikTok, have specifically emerged as key channels for product information search, purchase decision, and brand experience. In the past, information on products was encountered through official marketing of brands or direct offline experiences of consumers. Presently, consumers experience online content through online platforms, with an increasing proportion shaping attitudes toward brands. Our study investigated immersion and SNS beauty contents that influence brand attitudes. By using on-site distribution and Google online survey programs, the subjects of our study were 249 people who used SNS beauty contents from April 10 to April 20, 2026. They used a self-written questionnaire method to fill out the questionnaire. It was observed that the informativeness and professionalism of SNS beauty contents had a positive (+) effect on immersion. We noted that immersion had a positive (+) significant effect on brand attitude.
The informativeness and professionalism of SNS beauty contents had a positive (+) effect on brand attitude. Beyond simple visual attraction or fun, the results of our study empirically demonstrate that the effectiveness of SNS beauty content is based on the provision of practical information and professional reliability. The fact that information has a more significant effect than professionalism in immersion suggests that consumers are more focused on immersion due to increased satisfaction when they understand and apply the content. Although overly difficult and professional content could be interpreted as hindering immersion, professionalism can be said to affect immersion on the basis of trust. The fact that information and professionalism have a similar effect on brand attitude suggests that SNS beauty content consists of different important factors for each stage of consumption. Immersion is not just an intermediate response but an important factor to form brand attitudes in SNS beauty content research. If the existing beauty content marketing preferred mega influencer strategies, such as the number of followers, our study suggests that professional creators with expertise and information could help form more positive brand attitudes through immersion. In the future, beauty brands will be able to provide important guidelines to establish digital marketing strategies. These involve shifting from "influencer" to "professional creators" with professional knowledge of beauty content to a strategy that visualizes the expertise of beauty creators so that consumers can intuitively recognize them.