Earticle

초록

영어

This study examines the airline's social media marketing to improve their brand awareness and purchase intention. The purpose of this study tries to elaborate the airline's social media marketing attributes, brand awareness and purchase intention of the customers. This study analyzes the effects of informativeness, interactivity, recency and customization of the airline's social media marketing on consumers from the perspectives of brand awareness and purchase intention. In results, components of the airline's social media marketing had consisted significantly on brand awareness in the order of informativeness, recency and customization. Second, brand awareness and customer purchase intention had significant correlation. These results indicate that the airline's social media marketing tool is one of the effective ways to bring up brand recognition and create more buying power on the airline tickets. finally, the airlines excelling in the airline's social media marketing tool can increase their profits from developing good relationships with customers and provide a differentiated the airline's social media marketing strategies stimulating effective communication is needed. Subsequent studies have implications for expanding the scope of the study, including low cost airlines.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 항공사 소셜미디어 마케팅
2. 브랜드 인지도
3. 구매의도
Ⅲ. 연구설계
1. 연구 모형 및 가설
2. 설문지 구성
3. 자료수집과 분석방법
Ⅳ. 실증분석결과
1. 조사대상자의 특성
2. 타당성과 신뢰성 검증
3. 연구가설 검증
Ⅴ. 결론
참고문헌

키워드

저자

• 민영희 [ Younghee Min | 경기대학교 관광전문대학원 여행항공크루즈경영전공 박사과정 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338