맨즈 뷰티 소비성향이 광고태도와 브랜드 로열티에 미치는 영향: 바버링 콘텐츠를 중심으로 = The Impact of Men's Beauty Consumption Trends and Advertising Attitudes on Brand Loyalty: Focusing on Barbering Content

다국어 초록 (Multilingual Abstract)

In our study, we analyzed the impact of consumption propensity of male beauty consumers on their attitudes toward barber content advertising and brand loyalty. In our study, barber content refers to social network service (SNS)-based short-form digital content that presents barber shop services, styling processes, and service outcomes. We mainly categorized consumption propensity into hedonic, utilitarian, and conspicuous tendencies to verify the influence of each factor on the advertising attitudes and the impact of advertising attitudes on brand loyalty. We also analyzed the mediating effect of each factor. We surveyed 300 male consumers interested in men's beauty and performed frequency analysis, factor analysis, reliability analysis, and regression analysis using SPSS 28.0. The analysis results showed that consumption propensity had a significant influence on advertising attitudes. All the sub-factors—hedonic, utilitarian, and conspicuous consumption propensity—were confirmed to have a positive influence on advertising attitudes. Furthermore, the advertising attitude was found to have a significant influence on brand loyalty. We also confirmed consumption propensity had a strong influence on brand loyalty. We noted that advertising attitude had a partial mediating effect on the relationship between consumption propensity and brand loyalty. Our study confirmed the importance of consumption propensity and advertising attitudes in understanding the behavior of male beauty consumers and provides practical implications to establish barber content-based marketing strategies.