항공사 SNS 마케팅활동의 속성이 브랜드 태도 및 행동 의도에 미치는 영향 : 브랜드 태도의 매개효과를 중심으로 = The Effects of Airline SNS Marketing Activity Attributes on Brand Attitude and Behavioral Intention: Focusing on The Mediating Effect of Brand Attitude

다국어 초록 (Multilingual Abstract)

With the recent revitalization of smartphones, the use of SNS is becoming limitless, and airlines are also utilizing it as a useful marketing channel. Therefore, this study was conducted to determine the influence of the attributes of airline SNS marketing activities on brand attitudes and consumers' actual behavioral intentions. A survey was conducted among domestic airline SNS users, and a total of 216 questionnaires were used for the analysis. The results of the analysis showed that, first, among the attributes of airline SNS marketing activities, informativeness and playfulness have a positive effect on brand attitude. Second, brand attitude has a positive effect on behavioral intention, i.e., intention to use and intention to recommend. Third, among the attributes of airline SNS marketing activities, trustworthiness has a positive effect on behavioral intention to use and recommendation intention. Finally, brand attitude was found to fully mediate the relationship between airline SNS marketing activity attributes and intention to use and intention to recommend.
This confirms that airline SNS marketing attributes are an effective way to increase positive thoughts about the brand and increase ticket purchasing power. Airlines with better SNS marketing tools are able to create closer relationships with their customers, which in turn generates higher revenues. This suggests that airlines need a differentiated SNS marketing strategy that promotes effective communication using social media.