| Issue |
MATEC Web Conf.
Volume 309, 2020
2019 International Conference on Computer Science Communication and Network Security (CSCNS2019)
|
|
|---|---|---|
| Article Number | 05020 | |
| Number of page(s) | 5 | |
| Section | Modelling and Simulation | |
| DOI | https://doi.org/10.1051/matecconf/202030905020 | |
| Published online | 04 March 2020 | |
Examining SNS marketing characteristics affecting brand image and repurchase intention
Department of Management, Dongguk University-Gyeongju, Dongdaero-123, Sukjang-dong, Gyeongju, Gyeongbuk, South Korea
* Corresponding author: givej@dongguk.ac.kr
SNS (Social Network Service) marketing which is a promising marketing based social media such as Facebook, Instagram, Twitter, blog, and Youtube is a critical management activity for online advertising, promotion, sales, and demand creation. What kinds of SNS marketing characteristics are antecedents of brand image and repurchase intention. The present study proposes a new research model integrating SNS marketing characteristics, brand image, and customers’ repurchase intention and tests four hypotheses. Finally, the present paper presents academics and practitioners.
Key words: Social network service / SNS marketing / Brand image / Intention / Structural equation modeling
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.