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무용학원의 온라인 마케팅이 브랜드 이미지, 신뢰, 수강의도에 미치는 영향
변민경(Byun, Min-Kyung),김화례(Kim, Hwa-Rye) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.6
This study aims to explain and empirically examine the effects of online marketing (SNS and viral) on brand image, brand credibility, and enrollment intention, as perceived by the consumers, among the dance academies currently located in Seoul and metropolitan areas. The subject of this study was the students enrolled in dance academies within the regions of Seoul, Gyeonggi, Incheon, and Honam. A survey was conducted over the period of approximately 45 days, from September 1st 2016 to October 15th 2016, and the total number of collected valid data was 445. The hypothesis testing was done based on these collected valid data, and the statistical analysis of this study was as follows. In this study, the set variables of viral marketing, SNS marketing, brand image, and brand credibility were all shown to have an effect on the enrollment intention. Furthermore, the correlation between these influential factors were shown to be high, so more strategical efforts are determined to be needed in the operation of dance academies. The implications of this study is that in the operation of dance academies under limited resources and efforts, SNS and viral marketing is determined to be a very useful tool for marketing.