Due to the 4th industry revolution, nail salon and overall beauty management industry are facing rapid environmental changing situation. Previous studies have shown that SNS marketing strategy have significant influence on various industries. However ...
Due to the 4th industry revolution, nail salon and overall beauty management industry are facing rapid environmental changing situation. Previous studies have shown that SNS marketing strategy have significant influence on various industries. However SNS marketing on beauty management industry is limited. Therefore, The purpose of this study was to investigate the characteristics of rapidly-changing social media marketing, to examine what aspects of social media are important to consumers, and to analyze the impact of these characteristics on nail art consumption behavior and revisiting. In order to verify the hypotheses of this study, data were collected from sample of 320 female nail salon consumers in Busan. Due to March 18 to 25, 2023, data were collected through convenience sampling method. For data processing, frequency analysis, exploratory factor analysis, reliability analysis, one-way ANOVA test, correlation analysis, multiple regression analysis were performed on a total of 299 valid samples using the SPSS Win Ver. 25.0 program. And the specific results were as follows ; First, authenticity and interactivity factors which are the sub factors of SNS marketing had significant positive(+) effect on social motivation. In addition, authenticity and interactivity which are the sub factors of SNS marketing had significant positive(+) effect on the mood change motivation. Second, authenticity, interactivity which are the sub factors of SNS marketing had significant positive(+) effect on revisit. Third, social motivation and mood change motivation which are the sub factors of nail art consumption behavior had significant positive(+) effect on revisit.