관광산업의 SNS 마케팅 활동이 브랜드 인지도, 브랜드 이미지, 기업 이미지 및 구매의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

In these days, people can share informations though internet without regard to time and place because of information technology and smart phone device has developed recently. In this circumstance, SNS(Social Network Service) that is based on communication of online users are used by through all of generations. SNS has spread to users who is using internet, 60.7% of Republic of Korea citizen uses this SNS. So there are new opportunity from SNS to use in marketing way. Corporations uses SNS to manage consumers and does marketing activity. So there is a need to figure out the effects of the spectrum related with SNS, especially in tourism industry, more specifically in food service business. In this study, try figuring out that SNS marketing activity effects on brand awareness, brand image, corporate image and purchase intention in food and beverage industry. 148 data are used for empirical analysis. Result of empirical study is that SNS marketing activity has positive effect on brand awareness, brand image and corporate image. And also, these 3 terms have positive effects on purchase intention. Result show us that SNS has a value which include benefit/cost related matter. Base on this rusult, researcher provide a managerial implications base on empirical study.

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