https://doi.org/10.15813/kmr.2020.21.3.

008

The Effect of Social Media Marketing Activities on

Purchase Intention with Brand Equity and Social
Brand Engagement: Empirical Evidence from
Korean Cosmetic Firms
Tenzin Choedon (뗀진최된) International Business Cooperative Course, Graduate School of Dongguk University1)
Young-Chan Lee (이영찬) Dept. Business Administration, Dongguk University2)

< ABSTRACT >

3)

This study provides a new perspective on the effect of social media marketing activities (SMMA) on purchase intention
in Korean cosmetic firms. The increasing use of social media has changed how firms engage their brand with consumers.
This phenomenon triggered a need for this research to examine further the influence of SMMA on social brand engagement
(SBE), brand equity (BE), and purchase intention (PI). The purpose of this paper is to investigate the effect of SMMA on
purchase intention in Korean cosmetic firms with brand equity and social brand engagement. The factors of SMMA were
identified based on previous literature reviews that have an impact on social media marketing activity. To empirically test
the effects of SMMA, this study conducted a questionnaire survey on 219 social media users for data analysis out of the
initial 332 survey data. The results reveal that all five SMMA elements are positively related to BE, SBE, and PI. The study
enables cosmetic brands to forecast the future purchasing behavior of their customers more accurately and brings clarity to
manage their assets and marketing activities as well.

Key Words: Social media marketing activities, Purchase intention, Social brand engagement, Brand equity

1) First Author, [email protected]

2) Corresponding Author, [email protected]

논문접수일 2020년 09월 06일 | 1차 수정 2020년 09월 17일 | 게재확정일 2020년 09월 18일

Knowledge Management Research. Sep. 2020 141

Tenzin Choedon, Young-Chan Lee

1. Introduction $ 11,500 million in 2020 (Statista 2020). Social Media

has become an increasingly important platform for brands
Social media has become an indispensable part of to showcase their products (Binwani and Ho, 2019).
today’s marketing landscape (Liu et al., 2018; Keller and Notably, in Cooley and Parks-Yancy (2019) study on
Fay, 2012). Social media has grown enormously since its millennial students has identified Instagram and YouTube
inception, with substantial impacts on marketing as well. were the most used social media sources for cosmetics
Recent reports indicate that the value of social media and hair products. Hoffman and Fodor (2010) said, “Most
marketing worldwide reaches billions (USD). Social managers still consider social media applications as “just
media marketing is valuable because it allows companies another” traditional marketing communications vehicle.
to directly engage with their customers, build brand That is a mistake. The social media environment is
presence, and ultimately sell more products. The concept mostly consumer-controlled”. The unprecedented growth
of social media marketing is not very new in the year of marketing activities in social media has attracted
2020. Still, there is a need for research works to examine academic attention, hoping to determine the motivations
the effect of social media marketing activity in the that explain social media use (Kim and Ko, 2010; Kim
cosmetic industry and how it influences the purchase and Ko, 2012; Yadav and Rahman, 2017; Chen and Lin,
intention through brand engagement and brand equity. 2019). Earlier literature focused primarily on the effect of
The cosmetic market is thriving and one of the SMMA on customer satisfaction or customer equity (Kim
fastest-growing consumer markets, driven in particular by and Ko, 2012; Seo and Park, 2018; Chen and Lin, 2019).
the cosmetics and skincare segments. The main reason for However, there is little research about the role of brand
this strong growth is the generational shift with young equity and social brand engagement when investigating
consumers entering the market. At the same time, this the effect of SMMA on purchase intention. Therefore,
change is reinforced by social media, internationality, and this study aims to analyze the factors that influence
e-commerce, which have a lasting effect on buying consumer’s purchase intention in social media marketing
behavior when it comes to beauty products (Statista, activities. To do so, we developed a conceptual model
2020). The internet penetration rate of South Korea is that combines the previous literature reviews and
96.0 % (Internet World State, 2020). As of 2020, the customer perception of SMMA proposed by (Kim and
number of internet users in South Korea is 49.23 million. Ko, 2012) and scale developed and validated by (Yadav
Across the Asia Pacific region, South Korea had the and Rahman, 2017). The purpose of this study, therefore,
highest internet penetration rate at 95.1 percent, followed is to identify the components of cosmetic SMMAs and
by Brunei and Japan. In 2019, South Korea’s cosmetics to investigate the effects of these elements on customers
goods export was valued at USD 5.32. Billion, up from purchase intention, brand equity and social brand
USD 4.92 billion in 2018. Revenue in the beauty and engagement. The contributions of this research are
personal care market in South Korea amounts to the US threefold. Firstly, it will be a guideline for marketers and

142 지식경영연구 제21권 제3호

 The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement

managers to understand the factors that play an essential Facebook revenues are generated via advertising - the
role in social media marketing. Secondly, it provides shift towards e-commerce and online marketing has never
valuable insights into how social media marketing been more evident than in 2016 (Clement, 2020). In
contributes to forming consumer purchase intention. 2017, about 98% of Facebook’s global revenue was
Thirdly, we investigated the elements that influence generated from advertising, which is a testament to the
consumer’s purchase intention with social brand shift from traditional media advertising to digital
engagement and brand equity. interactive media advertising by organizations. Such
growing interest could be returned to the high level of
attractiveness and interactivity existing in social media

2. Literature Review platforms (Wu, 2016). Sano (2015) applied interaction,

trendiness, customization, and perceived risk as to the
2.1. Social Media Marketing Activities four SMMA components in her study on insurance
(SMMA) services. The early stage of SMMA is called e-marketing.
The framework of e-marketing can be traced to
Social media refers to applications such as Facebook,
Kierzkowski et al. (1996). In their study, five elements-
WhatsApp, Twitter, YouTube, and Instagram, which are
Relate, Attract, Engage, Retain, and Learn were suggested
driven by user-generated content. These applications are
as the critical factors which can lead to success in digital
highly influential in consumer’s purchasing and selling
marketing. In detail, they suggested that companies
behaviors (Kapoor et al., 2018). According to Kim and
should attract users and try to engage their interest and
Ko (2010), social media have a dramatic impact on a
participation. Furthermore, companies should retain users
brand’s reputation. The report stated that companies not
and learn about their preferences. Lastly, companies
engaging in social media as a part of their online
should refer back to users to provide the sort of
marketing strategy are missing an opportunity to reach
customized interaction that represents the real ‘value
consumers. Increasingly, social media are primarily
bubble’ of digital marketing (Sano, 2015). Although the
considered by modern business as promising platforms to
framework suggested by Kierzkowski et al. (1996) is not
conduct the promotional activities as to effectively
perfect, it has continued to be used as a theoretical
communicate with the targeted customers (Kohli et al.,
foundation in recent studies, such as Teo (2005) and
2015; Gao and Feng, 2016; Popp and Woratschek, 2016;
Chan and Guillet (2011). Kim and Ko (2012) classified
Harrigan et al., 2017). Facebook’s revenue grew from
SMMA Characteristics into entertainment, interaction,
7.87 billion in 2013 to 70.7 billion US dollars in 2018.
trendiness, customization, and e-Wom, the five
That year, the social network accumulated a net income
components in their study in the luxury fashion brand.
of 18.49 billion US dollars, ranking first among social
Yadav and Rahman (2017) developed and validated five
media companies in annual revenues. The majority of
perceived SMMA scales into interactivity, informativeness,

Knowledge Management Research. Sep. 2020 143

Tenzin Choedon, Young-Chan Lee

personalization, trendiness, and word of mouth. Iankova firm is one of the critical aspects of this study. Based on
(2018) suggested that the use of social media platforms previous literature reviews, brand equity has been studied
as marketing channels has expanded in recent years, in different fields. Previous empirical studies used brand
driven by the ability to reach millions of customers with equity as dependent variables, moderating variables, and
brand-related content and to engage them in conversations. also independent variables (Hanaysha et al., 2013). Brand
equity has been studied in the service sector and
2.2. Brand Equity manufacturing sectors as well (Keller, 1993; Keller
2003a; Kim and Ko, 2012; Seo and Park, 2017).
The concept of brand equity first emerged in the 1980s Marketing activities on social media are believed to be
through the inquisitive business strategist and marketing able to increase its brand equity directly (Bilgin, 2018).
managers (Aaker, 2013). Brand equity is a competitive From the strategic perspective, brand equity is
advantage that brings profits, revenues, and lower costs conceptualized from the consumer’s knowledge and
to the firm. Brand equity can be defined from different awareness about the brand, and such knowledge implies
perspectives. In marketing literature, brand equity is the business strategies. In cross-cultural studies on brand
defined in terms of marketing effects on the brand. For equity, cultural differences found out to be one of the
instance, when specific outcomes are generated from the vital mechanisms affecting brand equity in a different
marketing of a product or service due to the brand’s cultural background on the same products or services
name, and similarly that would not occur if the same (Hanaysha et al., 2013).
product or service do not have that name (Wood, 2000;
Atilgan et al., 2005; Keller, 1993). Among the definitions 2.3. Social Brand Engagement
of brand equity, the most widely accepted definition is
given by Aaker (2013). He stated that “a consumer Social brand engagement (SBE) has generated increased
perceives a brand’s equity as value added to the attention in both practice and research in recent times.
functional product or service by associating it with the Previous literature reviews have defined brand engagement
brand’s name.” According to Keller (1993), there is two as a multidimensional construct comprising cognitive,
general motivation to study brand equity, namely, emotional, and behavioral dimensions (Brodie et al., 2013;
financial-based motivation and strategy-based motivation. Osei-Frimpong and McLean, 2018). From the social
Financial-based motivation is to estimate the value of the presence, theoretical perspectives, Osei-Frimpong and
brand name precisely. Strategy-based motivation is to McLean (2018) introduced the term SBE, taking into
improve marketing productivity. Dillion et al. (2001) account the rapid growth and essential role of social media
stated that brand equity resides within the consumers and in consumer brand engagement practices. Osei-Frimpong
not in the brand. Therefore, the need to study the and McLean (2018) suggested that social media serves as
consumer’s perspective on brand equity in a cosmetic a powerful tool in the firm-consumer and consumer-firm

144 지식경영연구 제21권 제3호

 The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement

brand engagement process. McKay (2017) defined social this instigates an interest in checking the social brand
brand engagement as “the degree to which a consumer engagement’s role in the social media marketing context.
considers engaging with a brand’s social media
touchpoint.” Consumer engagement in the brand creates 2.4. Purchase Intention
not only a pool of information needed but also helps firms
to mold a brand that can relate to consumer’s needs as Ajzen (1991) defined intention as “motivational factors

well (Kuvykaite and Piligrimiene, 2014). Such engagement that influence behavior; they are indications of how hard

may take the form of liking, commenting, or sharing a people are willing to try, of how much of an effort they

brand’s profile (e.g., Instagram Page). If a brand creates are planning to exert, performing a behavior.” Which in

engaging content resulting in positive impressions about this research context it means, purchase intention can be

and attitudes toward the brand, it is anticipated that defined as a user’s probability and willingness to purchase

consumers will be more likely to continue visiting the a recommended product after using social networking

brands’ social media platforms and continue to interact websites. Purchase intention indicated the likelihood that

with posts generated by the brand (Osei-Frimpong and consumers will plan or be willing to buy a product or

McLean, 2018). The concept of engagement was initially service in the future (Wu et al., 2011). Past research has

proposed and studied in the field of psychology and implicated that an increase in purchase intention leads to

organizational behavior and then introduced into the field an increase in the chance of purchasing. If consumers

of marketing approximately eight years ago (Liu et al., have a positive intention to purchase products or services,

2018). Wang et al. (2012) indicated that the role of then a positive brand engagement will promote that

involvement significantly influences customers’ intention purchase (Martins et al., 2018). Purchase intention

to purchase. Their study showed that consumers’ intention reflects the consumer’s will power to purchase a product

to purchase was largely enhanced by using social media. (Dodds et al., 1991). Morwitz and Schmittlein (1992)

Social brand engagement is characterized by repeated pointed out that willingness to purchase has been widely

interactions between customers and firms that cultivate the used as a predictor for consumers’ future purchasing

emotional, psychological, or physical attachment in the behavior when analyzing consumers’ purchase behavior.

brand and the firm (Phang et al., 2013; Hollebeek et al., Purchase intention develops from consumer’s perception

2014; Harrigan et al., 2017). Kozinets (2014) stated that of the product/service from the peers or social media cues

brand awareness and loyalty were not enough, that (Binwani and Ho, 2019). When consumers purchase

managers now needed to seek emotional commitment and products, they look for relevant information based on

brand love, the love orientation of emotional branding, and their own experiences and the external environment. After

plugged it into the engagement concepts of social media collecting a certain amount of data, consumers start to

marketing. Social media creates customer engagement, but evaluate, consider, and compare, ending in purchase

such phenomena are rare in cosmetic studies; therefore, behavior (Chen and Lin, 2019). As purchase intention is

Knowledge Management Research. Sep. 2020 145

Tenzin Choedon, Young-Chan Lee

consumers’ subjective preference for a specific product, study explain the relationships among multidimensional
purchase intention is often used to measure consumers’ construct of social media marketing activities and
behavioral intention (Fishbein and Ajzen, 1975). Consumer independent contructs; brand equity, social brand
reviews lead to the decision making the process of engagement and purchase intention based on the literature
whether to purchase the product or not, and it impacts reviews. SPSS 20 and Amos 22 statistical software were
purchasing intention behavior (Park et al., 2007). Ajzen used to investigates the effects of SMMA on brand
(1991) suggested that intentions are believed to be an equity, social brand engagement, and purchase intention.
index of people’s willingness to carry particular behavior Figure 1 illustrates the proposed research model based on
and how they try to perform a specific action. According previous studies.
to the studies by He et al. (2008), in e-commerce, the
main obstacle is the lack of intention to purchase online 3.2. Research Hypotheses
products or services.
What makes social media unique in marketing is that
it is a user-based platform. People can create their blogs,
express their thoughts on Facebook or Twitter. This
3. Research Model and Hypotheses
enables users to be active participants in the communication
process. Customers are more engaged with the brand
3.1. Research Model
because they can give feedback to the companies and
Drawing from the literature review, a testable research create brand engagement with the companies. Seo and
model is developed as shown in Figure1. The research Park (2018) studied the effects of SMMAs for the airline
model proposes 5 hypotheses. Through literature review, industry on brand equity and found that SMMAs
five dimensional construct associated with social media significantly affected brand equity. According to Kim and
marketing activities have been identified; entertainment, Ko (2012), the brand’s engagement in social media
interaction, trendiness, customization and e-wom. The performs as a social media marketing activity to build

<Figure 1> Research Model

146 지식경영연구 제21권 제3호

 The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement

relationships with customers and increase firm profits. a less familiar brand (Hoyer and Brown, 1990). The
Yadav and Rahman (2017) developed and validated the importance of brand equity in consumers’ purchasing
SMMA scales in the e-commerce industry. Their study decisions has been studied for a long time. Most of the
reveals that perceived SMMA positively influences researches concluded that consumers buy a product not
purchase intention and brand equity. The cosmetic only based on the functional values or the quality of the
brand’s social media activity is expected to initiate a products but also because they want to get brand value
positive influence on brand equity and social brand and the symbolic meaning contained in the product (Aji
engagement. Customer engagement is another common et al., 2020). Based on the above arguments, this study
objective; a study in 2012 found that 78% of marketers posits the following hypothesis.
report using social media to enhance customer
engagement (Ashley and Tuten, 2015). As a brand’s H4: Brand equity has a positive effect on purchase

engagement in social media performs as a marketing intention

activity to build up a relationship with customers and

Dehghani & Tumer (2015) explain the term ‘brand
increase corporate profits, brands’ social media activity is
usage intent’ as a consumer’s intention to purchase and
expected to initiate a positive influence on customer
use a particular brand. Previous research has found a
brand engagement and brand equity (Kim and Ko, 2012).
significant positive relationship between Consumer Brand
Therefore, the following hypotheses are proposed:
Engagement (e.g., Algesheimer et al., 2010; Dwivedi, 2015)
and consumer purchase intention. This, in turn, builds
H1: Social media marketing activities have a positive
customer brand knowledge and associations (Hammedi et
effect on brand equity.
al., 2015), which is likely to influence brand usage intent
H2: Social media marketing activities have a positive
(Gamliel et al., 2013; Habibi et al., 2014). Consumer’s
effect on social brand engagement.
decision to purchase a product lies highly in the product’s
H3: Social media marketing activities have a positive
value and recommendations that other consumers have
effect on purchase intention
shared on social media platforms (Dehghani & Tumer,

Purchase intention is characterized as the prospect of 2015). Through social media, consumers can directly

buyers who plan to purchase an item (Dehghani and interact and share their buying experience, and it can make

Tumer, 2015). Binwani and Ho (2019) suggested that them feel more confident in making purchase decisions

purchase intention originates from social media cues. If (Aji et al., 2020). Based on the above arguments, this study

a brand is successful in building brand equity, consumers posits the following hypothesis.

are likely to repurchase a product or accept the new

H5: Social brand engagement has a positive influence
products. Regarding purchase intention, consumers’ choice
on purchase intention
of a more familiar brand is usually higher than that of

Knowledge Management Research. Sep. 2020 147

Tenzin Choedon, Young-Chan Lee

4. Methodology and purchase intention. It is essential to measure

perceptions of those who have experiences in using social
4.1. Measurement Development media to buy cosmetics and their behavioral process with
the direct brand engagement between the customer and
This study focused on investigating SMMA in Korean the firms. Thus, this study has employed a survey
cosmetics firms on brand equity, social brand engagement, approach for testing the proposed research model (see

<Table 1> Measurement Items Development

Concept Variable Item References
The social media content of this cosmetic brand is enjoyable.
Entertainment
The content shared by the social media of this cosmetic brand seem Seo and Park (2017)
(ET)
interesting
Information sharing is possible in the social media of this cosmetic brand.
The discussion and exchange of opinions are possible in the social media
Interaction (IN) of this cosmetic brand. Seo and Park (2017)
The expression of opinions is easy in the social media of this cosmetic
brand.
Social Media
The information shared in the social media of this cosmetic brand is up
Marketing Trendiness Kim and Ko, (2012);
to date.
Activities (TR) Seo and Park (2017)
The use of social media by this cosmetic brand is fashionable.
The social media of this cosmetic brand offers customized information
Customization Kim and Ko (2012);
searches.
(CT) Seo and Park (2017)
The social media of this cosmetic brand provides customized service
I would like to pass along information on the brand, product, or services
from the cosmetic brand’s social media to my friends Kim and Ko (2012);
e-Wom (WM)
I want to upload content from the Cosmetic brand’s social media on Seo and Park (2017)
my blog or microblog.
I am always aware of this cosmetic brand.
I am aware of the characteristics of this cosmetic brand.
I can always remember the logo of this cosmetic brand.
Brand Equity (BE) Seo and Park (2017)
This cosmetic brand is a leader in the industry.
I have a special memory regarding this cosmetic brand.
This cosmetic brand is customer-centered.
I follow the cosmetic brand and their brand using social media
I engage in cosmetic brand engagement activities on social media because
I feel better afterward
I engage in brand engagement activities on social media because I can
Habibi et al. (2014);
Social brand engagement (SBE) share my experiences with others
Laroche et al. (2012)
I engage in brand engagement activities to enable me to reach personal
goals
I engage in the brand engagement activities on social media because
of the emotional attachment I developed for the brand
Interacting with this brand’s social media help me make decisions better
before purchasing their product
Interacting with this brand’s social media increase my interest in buying
Purchase Intention (PI) Aji et al. (2020)
their products and services
I will purchase products as marketed on this brand’s social media
I have a high intention to become this brand’s customer

148 지식경영연구 제21권 제3호

 The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement

Table 1 for the measures). The questionnaire items used have experience in buying Korean cosmetics online and
in this study were developed based on the literature active social media users. Table 2 shows the sample
review and revised according to a pilot survey. The characteristics. The final sample size is 219. Female
questionnaire surveyed cosmetic SMMAs with five respondents comprised 66.6% (N=146), and male
components-entertainment, interaction, trendiness, respondents included 33.3% (N=73) of the sample. About
customization, and e-Wom covered by 11 items. Brand 88% of the respondents were between 20 to 40 years of
equity is covered with 6 items. Social brand engagement age (N=193); over 84% of the respondent spend more
is covered by 5 items and purchase intention covered by than an hour on social media per day; nearly 61% of the
4 items. Resulting in a total of 26 items. A five-point respondents had a university education. Details of the
Likert scale divided the responses from 1 (strongly respondent are presented in Table 2.
disagree”) to 5 (“strongly agree”). The survey was
conducted on the well experienced Koreans who are
efficient in using social media and have active brand 5. Data Analysis
engagement experience while buying products online. In
total, 219 completed surveys in this study were collected. 5.1. Test of Measurement Model

4.2. Survey Administration 5.1.1 Exploratory Factor Analysis (EFA)

We applied EFA to examine the appropriateness of 11
The unit of analysis was individual customers who

<Table 2> Sample Characteristics

Items Category Frequency Percentage Items Category Frequency Percentage
male 73 33.3 Amore Pacific 17 7.8
Gender
female 146 66.7 3CE 18 8.2
Below 20 20 9.1 Etude House 10 4.6
21-30 174 79.5 Clio 21 9.6
Age Preferred
31-40 19 8.7 The Face Shop 33 15.1
Korean
over 40 6 2.7 Innisfree 8 3.7
cosmetic
High School 75 34.2 brand Missha 12 5.5
Educational Vocational 8 3.7 Dr. Jart+ 38 17.4
level Undergraduate 104 47.5 SkinFood 15 6.8
Postgraduate 32 14.6 Tony Moly 26 11.9
Student 163 74.4 Others 21 9.6
Government
3 1.4 Less than 30 mins 35 16
Employee Time spend
Occupation Entrepreneur 21 9.6 on social 30 mins-1 hours 76 34.7
Office Worker 11 5 media per 1-2 hours 46 21
day 2-5 hours 51 23.3
Other 21 9.6
More than 5 hours 11 5

Knowledge Management Research. Sep. 2020 149

Tenzin Choedon, Young-Chan Lee

<Table 3> Exploratory Factor Analysis of Perceived Social Media Marketing Activities
Factor loadings
Construct Items
1 2 3 4 5
Int1 .906 .133 .157 .146 .201
Interaction Int2 .877 .169 .167 .220 .187
Int3 .918 .146 .162 .136 .146
Wom1 .165 .928 .075 .187 .076
e-Wom
Wom2 .168 .939 .043 .068 .142
C1 .185 .043 .919 .123 .169
Customization
C2 .184 .076 .923 .100 .152
T1 .181 .143 .155 .910 .100
Trendiness
T2 .199 .114 .072 .907 .169
Ent1 .184 .117 .127 .136 .910
Entertainment
Ent2 .242 .114 .216 .142 .872
Cronbach’s Alpha 0.949 0.925 0.918 0.899 0.889
Variance Explained= 91.9%, KMO =0.717, Extraction Method: Principal Component Analysis with varimax rotation

<Table 4> Confirmatory Factor Analysis

Factor Items Estimate AVE CR Cronbach Alpha
Ent1 0.849
Entertainment 0.809 0.894 0.889
Ent2 0.947
Int1 0.944
Interaction Int2 0.925 0.879 0.956 0.949
Int3 0.943
T1 0.912
Trendiness 0.811 0.896 0.899
T2 0.889
C1 0.921
Customization 0.847 0.917 0.918
C2 0.920
Wom1 0.974
e-Wom 0.868 0.929 0.925
Wom2 0.887
PI1 0.753
PI2 0.722
Purchase Intention 0.560 0.836 0.903
PI3 0.734
PI4 0.784
SBE1 0.901
SBE2 0.835
Social Brand Engagement SBE3 0.807 0.711 0.925 0.924
SBE4 0.823
SBE5 0.847
BE1 0.779
BE2 0.792
BE3 0.815
Brand Equity 0.611 0.904 0.835
BE4 0.792
BE5 0.773
BE6 0.737

150 지식경영연구 제21권 제3호

 The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement

items for explaining the five dimensions of perceived importance of the model was examined statistically.
SMMA (See Table 3). Principal component analysis with Cronbach’s alpha of each multi-item variable was over
varimax rotation was used. The “Kaiser-Meyer-Olkin 0.6, demonstrating high internal consistency for each
(KMO)” value came out to be 0.72, and “Bartlett’s test variable. According to Bagozzi and Yi (1991), composite
of sphericity” (p < 0.000) reflects the merit of the reliability (CR) scores were used to assess the construct’s
correlation matrix. These five factors account for a total reliability, whereas averaged variance extracted (AVE)
variance of 91.9%. The Cronbach’s alpha values range was employed to ensure convergent validity. As shown
from 0.89 to 0.94, all above the suggested onset of 0.7 in Table 4, all factors exhibited CRs above 0.7, and AVE
(Nunnally and Bernstein, 1994). values satisfactorily exceeded 0.5. Finally, discriminant
validity was assessed using Fornell and Larckers (1981)’s
5.1.2 Confirmatory Factor Analysis (CFA) recommended procedure. Table 5 shows that the square
CFA was conducted using AMOS 22.0, and the root of the AVEs was greater than all of the inter-construct

<Table 5> Discriminant Validity

Variable BE CUST ENT INT PI SBE TRD e-WOM
BE 0.782
CUST .327** 0.920
ENT .222** .399** 0.899
INT .232** .404** .462** 0.938
PI .491** .372** .234** .318** 0.748
SBE .503** .220** .195** .269** .560** 0.843
TRD .202** .296** .354** .424** .258** .173* 0.901
e-WOM .244** .186** .292** .369** .216** .210** .316** 0.932

Note: Second-order reflective construct

<Figure 2> Results of Hypothesis Test

Knowledge Management Research. Sep. 2020 151

Tenzin Choedon, Young-Chan Lee

correlations, indicating sufficient discriminant validity. were significant. The perceived SMMA positively
First, we tested the validity and reliability of the influenced purchase intention (β=0.35, p=0.003*), brand
measurement model. Table 5 summarizes the validity, equity (β=0.56, p=0.000***) and Social brand engagement
(β=0.69, p=0.000***). Brand equity positively influences
5.2. Test of Structural Model purchase intention (β=0.23, p=0.004*), and social brand
engagement positively influence purchase intention (β=
The proposed research showed a strong predictive
0.32, p=0.000***). Thus all hypotheses (H1 to H5) were
power for the key endogenous constructs regarding
supported.
purchase intention (R²=0.51). To inspect the predictive
influence of perceived SMMA over purchase intention,
social brand engagement, and brand equity, perceived
6. Conclusion
SMMA was taken as a second-order construct with five
factors at the first order in the structural model (Fig. 2).
6.1. Theoretical Implication
Results confirmed the reliability, robustness, and validity
of the model was good and fell within the acceptable This study revealed several theoretical contributions.
limits (χ2 = 496.276, df = 289, χ2/df = 1.717, p < 0.000, First, the result of SMMA’s influence on brand equity
GFI = 0.862, AGFI = 0.832, NFI = 0.889, CFI = 0.950, were consistent with Aaker (1991) that brand equity has
TLI = 0.944, RMSEA = 0.057) as shown in (Table. 6). a positive effect on the consumer confidence index. Brand
The results also met the suggested range of “average equity may improve a customer’s response to cosmetic
variance extracted (AVE)” by Fornell and Larcker (1981). SMMA because SMMAs are tools to generate positive
The AVE value of all the five factors was above 0.5. All results on brand equity. Therefore, cosmetic firms should
the path coefficients in the structural model (Table. 7) influence customers to use social media more actively by

<Table 6> Measurement Model

Index CMIN P df CMIN/df GFI AGFI TLI CFI RMSEA
496.276 0.000 289 1.717 0.862 0.832 0.944 0.950 0.057

<Table 7> Results of Hypothesis Test

Hypothesis Path Coefficient P T Result
H1(+) SMMA→BE 0.562 0.000*** 5.147 Accepted
H2(+) SMMA→SBE 0.687 0.000*** 4.860 Accepted
H3(+) SMMA→PI 0.351 0.003* 2.989 Accepted
H4(+) BE→PI 0.226 0.004* 2.852 Accepted
H5(+) SBE→PI 0.320 0.000*** 5.491 Accepted
***p <0.01, * p < 0.05, Note: BE=Brand Equity; CUST=Customization; ENT= Entertainment; INT=Interaction; PI= Purchase
Intention; SBE=Social Brand Engagement; TRD= Trendiness; Wom= e-Wom,

152 지식경영연구 제21권 제3호

 The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement

developing more exciting and engaging SMMAs. SMMAs 6.2. Managerial Implication
effectively enhanced social brand equity by providing
novel value to customers that traditional marketing media Despite the substantial theoretical implications, this

do not usually offer. Second, the significant influence of study revealed some critical managerial implications as

SMMAs on social brand engagement is consistent with well. First, it is advisable to inform consumers about the

Osei-Frimpong and McLean (2018). Consumers engaged products or services offered on social media and to build

in a brand’s social media are more eager to share their strong relationships with customers. Consumers become

brand knowledge and experiences with other friends on more engaged with the brand, the more they are familiar

their social media platforms. The brand’s social media with it (Martins et al., 2018). The result also suggests an

provide platforms for customers to engage in informative inevitable relationship between social brand engagement

and friendly communications with the brand and other and purchase intention. Therefore, the firms should

users. Therefore, cosmetic SMMA’s social engagement consider creating active engagement with the customers

was positively effecting social brand engagement and to provide an emotional attachment with the brand and

brand equity as well. Thus, this study provides a better increase purchase intention. Especially in times of

understanding of the connection between SMMAs on pandemic, the uncertainty in brick and mortar business

social brand engagement with empirical evidence. Third, can be avoided by focusing on the investment of social

this study suggests SMMA positively influence on media marketing business strategies. Second, cosmetic

purchase intention among cosmetic consumers. The brands should continuously invest their efforts to improve

finding followed Chen and Lin (2019); Yadav and brand equity because brand equity significantly influences

Rahman (2017). The result propose that firms should purchase intention. Brand equity is considered a

actively engage their customers and prominent customers competitive advantage to the firm. Therefore, marketers

on social media to increase their intention to purchase should analyze marketing activity for a brand and

cosmetics. As the purpose of marketing communication is familiarize the overall influence it has on brand

to improve brand equity by cultivating customer knowledge. To sustain the long term success of a brand’s

relationships and create purchase intention. SMMA act as future marketing strategy, the marketers need to imprint

an essential marketing communication method. With the a good brand knowledge in prospective consumers. Third,

growing interest of Korean cosmetics around the world, the result confirms the effect of cosmetic SMMA’s on all

using social media for marketing is an appropriate the other factors in our research model.

medium to attract Korean cosmetic consumers at the Therefore, cosmetic brands should continuously invest

moment specially, younger generations. Finally, results their efforts to improve marketing plans in social media

indicates that SMMA, Social brand engagement, and platforms to expand brand networks, community

brand equity are vital factors to explain purchase intention development, and increase interaction between brands and

in the context of cosmetic firms. consumers. SMMAs in cosmetic firms could enhance

Knowledge Management Research. Sep. 2020 153

Tenzin Choedon, Young-Chan Lee

high profits in the long run and strengthen brand equity, cosmetics on social media marketing platforms. It would
social brand engagement, and purchase intention. Based be interesting to implement the sample of other nationals
on these findings, it can be concluded that current Korean and compare the findings to conduct cross-cultural
consumers are active users of social media and are comparative studies. More comprehensive studies
strongly influenced by social media content before buying incorporating a broader spectrum of consumers would
a product. And our result is also consistent with the allow for a more interesting generalization of the results.
Korean consumer experts. Cho et al. (2013) stated in their Third, the brands identified by respondents in this study
article that Korean consumers tend to be tech-savvy, and are confined to Korean cosmetic brands. Prominent global
this has strongly influenced the way they shop. Many use cosmetic brands that are booming in Asia have not been
social media to search for information about potential included in this study, considering that brand effects could
purchases and share product reviews. Therefore, cosmetic vary the impact of SMMA on brand equity, social brand
firms in Korea must understand the importance of social engagement, and purchase intention too. Fourth, limitation
media marketing as a useful tool for marketing cosmetic of the current study lies in the low descriptive power of
products and incorporating SMMA in their marketing the hypothesis 2 which holds only 18% descriptive power
strategies. or R-squared. Hypothesis 2 posits that, social media
marketing activities positively influence social brand
6.3. Limitations and Future Research engagement. These days, many brands use social media
platforms to communicate or engage with costumers and
Despite the efforts to conduct significant research in the this study does not incorporate most of these or even a
field of cosmetic firms, several limitations can be representative sample of them therefore, we suggest in
addressed in future studies. First, this study only future studies to maximize the number of sample size to
investigated the effects of social media marketing showcase the higher descriptive power. Finally, based on
activities. Other characteristics of social networking the limitations of this study and the empirical results,
websites and their impact on usage demands or usage future studies evaluating these limitations would provide
behavior must be examined in future research. Second, practical information not only to Korean cosmetic firms
this study was conducted among Korean consumers who but also to the marketers in other fields seeking solutions
have experience in using social media marketing for social media marketing strategies and decision making.
platforms to purchase Korean cosmetics. Those who do
not have experience were excluded from the survey
process. Therefore, the majority of the respondents
(79.5%) in this study consists of age group in between
20 to 30 years old. Which means, younger generations of
Korean cosmetic consumers are more likely to purchase

154 지식경영연구 제21권 제3호

 The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement

<참고문헌> loyalty. Business & Management Studies: An

International Journal, 6(1), 128-148.
12. Binwani, K. J., & Ho, J. S. Y. (2019). Effects of social
1. Aaker, D. A. (1996). Measuring brand equity across
media on cosmetic brands. Journal of Marketing Advances
products and markets. California Management Review,
and Practices, 1(2), 1-10.
38(3), 102-120.
13. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013).
2. Aaker, D. A., & Biel, A. L. (2013). Brand equity &
Consumer engagement in a virtual brand community:
advertising: Advertising's role in building strong brands.
An exploratory analysis. Journal of Business Research,
Brand Equity and Advertising: An Overview, Psychology
66(1), 105-114.
Press, pp. 1-2.
14. Chan, N. L., & Guillet, B. D. (2011). Investigation of
3. Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social
social media marketing: How does the hotel industry
media marketing on Instagram towards purchase
in Hong Kong perform in marketing on social media
intention: Evidence from Indonesia's ready-to-drink tea
websites? Journal of Travel & Tourism Marketing, 28(4),
industry. International Journal of Data and Network
345-368.
Science, 4(2), 91-104.
15. Chen, S. C., & Lin, C. P. (2019). Understanding the
4. Ajzen, I. (1991). The theory of planned behavior.
effect of social media marketing activities: The
Organizational Behavior and Human Decision Processes,
mediation of social identification, perceived value, and
50(2), 179-211.
satisfaction. Technological Forecasting and Social
5. Algesheimer, R., Borle, S., Dholakia, U. M., & Singh, Change, 140, 22-32.
S. S. (2010). The impact of customer community
16. Cho, Y., Choi, J., & Weber, J. (2013). Spotlight on South
participation on customer behaviors: An empirical
Korea understanding the South Korean consumer.
investigation. Marketing Science, 29(4), 756-769.
Retrieved July 27, 2020 from
6. Ashley, C., & Tuten, T. (2015). Creative strategies in https://www.lek.com/sites/default/files/insights/pdf
social media marketing: An exploratory study of branded -attachments/Consumer-Spotlight_South-Korea.pdf
social content and consumer engagement. Psychology &
17. Choe, J. S., & Kim, S. H. (2019). A mobile app strategy:
Marketing, 32(1), 15-27.
An empirical study on the effect of the mobile shopping
7. Internet World Stats (n.d.). Asia internet stats by country app usage. Knowledge Management Research, 20(4),
and 2020 population statistics. Retrieved August 24, 2020 169-183.
from https://www.internetworldstats.com/asia.htm
18. Choi, S. M., & Rifon, N. J. (2012). It is a match: The
8. Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants impact of congruence between celebrity image and
of the brand equity: A verification approach in the consumer ideal self on endorsement effectiveness.
beverage industry in Turkey. Marketing Intelligence & Psychology & Marketing, 29(9), 639-650.
Planning, 23(3), 237-248.
19. Choi, S. M., Lee, W. N., & Kim, H. J. (2005). Lessons
9. Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing from the rich and famous: A cross-cultural comparison
construct validity in organizational research. of celebrity endorsement in advertising. Journal of
Administrative Science Quarterly, 36(3), 421-458. Advertising, 34(2), 85-98.
10. Statista (n.d.). Beauty & personal care-South Korea: 20. Chung, H. C., Lee, H., Chung, N., & Koo, C. (2018).
Statista market forecast. Retrieved July 27, 2020 from Which is more important in useful online review?
https://www.statista.com/outlook/70000000/125/bea Heuristic-systematic model perspective. Knowledge
uty-personal-care/south-korea Management Research, 19(4), 1-17.
11. Bilgin, Y. (2018). The effect of social media marketing 21. Clement, J. (2020, February 3). Facebook: Revenue and
activities on brand awareness, brand image, and brand net income. Retrieved August 25, 2020 from

Knowledge Management Research. Sep. 2020 155

Tenzin Choedon, Young-Chan Lee

https://www.statista.com/statistics/277229/facebook 32. Habibi, M. R., Laroche, M., & Richard, M. O. (2014).

s-annual-revenue-and-net-income/ The roles of brand community and community
22. Cooley, D., & Parks-Yancy, R. (2019). The effect of engagement in building brand trust on social media.
social media on perceived information credibility and Computers in Human Behavior, 37, 152-161.
decision making. Journal of Internet Commerce, 18(3), 33. Hanaysha, J., Abdullah, H. H., & Abd Ghani, N. H.
249-269. (2013). Assessing the literature on brand equity: From
23. Costello, A. B., & Osborne, J. W. (2005). Best practices past, present to future. Australian Journal of Basic and
in exploratory factor analysis: Four recommendations Applied Sciences, 7(14), 488-499.
for getting the most from your analysis. Practical 34. Hammedi, W., Kandampully, J., Zhang, T. T. C., &
Assessment Research & Evaluation, 10(7), 2. Bouquiaux, L. (2015). Online customer engagement.
24. Dehghani, M., & Tumer, M. (2015). A research on Journal of Service Management, 26(5), 777.
effectiveness of Facebook advertising on enhancing 35. Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2017).
purchase intention of consumers. Computers in Human Customer engagement and the relationship between
Behavior, 49, 597-600. involvement, engagement, self-brand connection, and
25. Dillon, W. R., Madden, T. J., Kirmani, A., & Mukherjee, brand usage intent. Journal of Business Research, 88,
S. (2001). Understanding what's in a brand rating: A 388-396.
model for assessing brand and attribute effects and 36. He, D., Lu, Y., & Zhou, D. (2008). Empirical study
their relationship to brand equity. Journal of Marketing of consumers' purchase intentions in C2C electronic
Research, 38(4), 415-429. commerce. Tsinghua Science & Technology, 13(3),
26. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects 287-292.
of price, brand, and store information on buyers' product 37. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014).
evaluations. Journal of Marketing Research, 28(3), Consumer brand engagement in social media:
307-319. Conceptualization, scale development, and validation.
27. Dwivedi, A. (2015). A higher-order model of consumer Journal of Interactive Marketing, 28(2), 149-165.
brand engagement and its impact on loyalty intentions. 38. Hoyer, W. D., & Brown, S. P. (1990). Effects of brand
Journal of Retailing and Consumer Services, 24, 100-109. awareness on choice for a common, repeat-purchase
28. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, product. Journal of Consumer Research, 17(2), 141-148.
intention, and behavior: An introduction to theory and 39. Iankova, S. (2018). Dynamic capabilities and social medi
research. Reading, MA: Addison-Wesley. a: Enhancing competitive advantage in business-to-
29. Fornell, C., & Larcker, D. F. (1981). Evaluating business firms. In Academy of Marketing Conference,
structural equation models with unobservable variables Marketing the Brave. https://www.academyofmarketin
and measurement error. Journal of Marketing Research, g.org/conference/conference-history/conference-20
18(1), 39-50. 18/

30. Gamliel, E., Herstein, R., Luís Abrantes, J., Albayrak, 40. Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P.,
T., & Caber, M. (2013). Framing and involvement effects Dwivedi, Y. K., & Nerur, S. (2018). Advances in social
on consumers' brand choice. Euro Med Journal of media research: Past, present, and future. Information
Business, 8(2), 117–133. Systems Frontiers, 20(3), 531-558.

31. Gao, Q., & Feng, C. (2016). Branding with social media: 41. Keller, E., & Fay, B. (2012). Word-of-mouth advocacy:
User gratifications, usage patterns, and brand message A new key to advertising effectiveness. Journal of
content strategies. Computers in Human Behavior, 63, Advertising Research, 52(4), 459-464.
868-890. 42. Keller, K. L. (1993). Conceptualizing, measuring, and
managing customer-based brand equity. Journal of

156 지식경영연구 제21권 제3호

 The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement

Marketing, 57(1), 1-22. Information Management, 41, 1-13.

43. Keller, K. L. (2003). Strategic brand management: 55. Martins, J., Costa, C., Oliveira, T., Gonçalves, R., &
Building, measuring, and managing brand equity (2nd Branco, F. (2018). How smartphone advertising
ed.). Prentice-Hall, Englewood Cliffs, NJ. influences consumers' purchase intention. Journal of
44. Kierzkowski, A., McQuade, S., Waitman, R., & Zeisser, Business Research, 94, 378-387.
M. (1996). Marketing to the digital consumer. The 56. McKay, B. A. (2017). Content and community: Decoding
McKinsey Quarterly, 3, 180. engagement by exploring empirical links with social media
45. Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion engagement, brand equity, purchase intent, and
brand's social media marketing on customer relationship engagement intent. Doctoral dissertation, Michigan
and purchase intention. Journal of Global Fashion State University.
Marketing, 1(3), 164-171. 57. Morwitz, V. G., & Schmittlein, D. (1992). Using
46. Kim, A. J., & Ko, E. (2012). Do social media marketing segmentation to improve sales forecasts based on
activities enhance customer equity? An empirical study purchase intent: Which "intenders" actually buy?
of luxury fashion brand. Journal of Business Research, Journal of Marketing Research, 29(4), 391-405.
65(10), 1480-1486. 58. Nunnally, J. C., & Bernstein, I. H. (1994). The
47. Kim, J. O., & Mueller, C. W. (1978). Factor analysis: assessment of reliability. Psychometric Theory, 3(1),
Statistical methods and practical issues, Series 14. SAGE. 248-292.

48. Kim, K. H., Ko, E. J., Hooley, G. J., Lee, N. J., Lee, 59. Osei-Frimpong, K., & McLean, G. (2018). Examining
D., Jung, H. S., & Hoon, K. K. (2008). Brand equity online social brand engagement: A social presence
and purchase intention in fashion industry: A theory perspective. Technological Forecasting and Social
cross-cultural study in Asia and Europe. Journal of Change, 128, 10-21.
Global Academy of Marketing Science, 18(4), 247-278. 60. Pappu, R., Quester, P. G., & Cooksey, R. W. (2005).
49. Kohli, C., Suri, R., & Kapoor, A. (2015). Will social Consumer-based brand equity: Improving the
media kill branding? Business Horizons, 58(1), 35-44. measurement–empirical evidence. Journal of Product
and Brand Management, 14(3), 143-154.
50. Kozinets, R. V. (2014). Social brand engagement: A
new idea. Marketing Intelligence Review, 6(2), 8-15. 61. Park, D. H., Lee, J., & Han, I. (2007). The effect of
online consumer reviews on consumer purchasing
51. Kuvykaite, R., & Piligrimiene, Z. (2014). Consumer
intention: The moderating role of involvement.
engagement into brand equity creation. Procedia-Social
International Journal of Electronic Commerce, 11(4),
and Behavioral Sciences, 156(11), 479-483.
125-148.
52. Laroche, M., Habibi, M. R., Richard, M. O., &
62. Park, S. Y., & Kim, S. H. (2019). An empirical analysis
Sankaranarayanan, R. (2012). The effects of social
of the impact of the institution-based trust factors
media based brand communities on brand community
on the survival of e-commerce companies in Korea.
markers, value creation practices, brand trust, and
Knowledge Management Research, 20(4), 131-148.
brand loyalty. Computers in Human Behaviour, 28(5),
1755-1767. 63. Phang, C. W., Zhang, C., & Sutanto, J. (2013). The
influence of user interaction and participation in social
53. Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001).
media on the consumption intention of niche products.
What drives customer equity? Marketing Management,
Information & Management, 50(8), 661-672.
10(1), 20-25.
64. Popp, B., & Woratschek, H. (2016). Introducing branded
54. Liu, L., Lee, M. K., Liu, R., & Chen, J. (2018). Trust
communities in sport for building strong brand relations
transfer in social media brand communities: The role
in social media. Sport Management Review, 19(2),
of consumer engagement. International Journal of
183-197.

Knowledge Management Research. Sep. 2020 157

Tenzin Choedon, Young-Chan Lee

65. Sano, K. (2015). An empirical study on the effect of

social media marketing activities upon customer
satisfaction, positive word-of-mouth and commitment
in indemnity insurance service. In Proceedings
International Marketing Trends Conference,
http://archives.marketing-trends-congress.com/201
5/pages/PDF/141.pdf
66. Seo, E. J., & Park, J. W. (2018). A study on the effect
of social media marketing activities on brand equity
and customer response in the airline industry. Journal
of Air Transport Management, 66, 36-41.
67. Teo, T. S. (2005). Usage and effectiveness of online
marketing tools among Business-to-Consumer (B2C)
firms in Singapore. International Journal of Information
Management, 25(3), 203-213.
68. Tiwari, M. K. (2010). Separation of Brand Equity and
Brand Value. Global Business Review, 11(3), 421-434.
69. Wang, X., Yu, C., & Wei, Y. (2012). Social media peer
communication and impacts on purchase intentions:
A consumer socialization framework. Journal of
Interactive Marketing, 26(4), 198-208.
70. Wood, L. (2000). Brands and brand equity: Definition
and management. Management Decision, 38(9),
662-669.
71. Wu, L. (2016). Understanding the impact of media
engagement on the perceived value and acceptance of
advertising within mobile social networks. Journal of
Interactive Advertising, 16(1), 59-73.
72. Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The
effect of store image and service quality on brand image
and purchase intention for private label brands.
Australasian Marketing Journal, 19(1), 30-39.
73. Yadav, M., & Rahman, Z. (2017). Measuring consumer
perception of social media marketing activities in
e-commerce industry: Scale development & validation.
Telematics and Informatics, 34(7), 1294-1307.

158 지식경영연구 제21권 제3호

The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement

저 자 소 개

뗀진최된 (Tenzin Choedon)

동국대학교 일반대학원 국제비즈니스협동과정 박사과정에 재학 중이다. 동 대학원에서 글
로벌비즈니스 전공으로 석사학위를 취득하였다. 주요 관심 분야는 소셜미디어 마케팅, 전
자상거래, 온라인 쇼핑, 정보기술 수용 등이다.

이 영 찬 (Young-Chan Lee)
서강대학교 경영학사, 동 대학원에서 경영학 석사 및 박사학위를 취득하였다. 현재 동국대
학교 경주캠퍼스 경영학부 교수로 재직하고 있다. 주요 관심 분야는 데이터마이닝, 다기준
의사결정, 기업성과측정, 지식경영, 시스템 다이내믹스 등이다.

Knowledge Management Research. Sep. 2020 159

Tenzin Choedon, Young-Chan Lee

< 국문초록 >

소셜 미디어 마케팅 활동이 브랜드 자산과 소셜 브랜드 개입을

통해 구매 의도에 미치는 영향: 한국 화장품 회사를 중심으로
4)

뗀진최된*, 이영찬**

본 연구에서는 한국 화장품의 구매의도에 대한 소셜미디어 마케팅 활동의 효과를 실증적으로 검증하고자 한다. 소셜
미디어의 사용이 증가함에 따라 기업이 소비자와 브랜드를 연결하는 마케팅 방식이 변하고 있다. 따라서 소셜미디어 마
케팅 활동이 소비자의 소셜브랜드 참여, 브랜드 자산 및 구매의도에 미치는 영향을 실증적으로 분석할 필요가 있다. 본
연구의 목적은 한국 화장품 회사들의 소셜미디어 마케팅 활동이 브랜드 자산과 소셜브랜드 참여를 통해 소비자의 화장
품 구매의도에 미치는 영향을 실증적으로 분석하는 것이다. 선행 연구를 통해 소셜미디어 마케팅 활동을 포함한 구성개
념들을 정의하고 설문문항을 개발하였다. 총 332개의 설문지를 수집하여 이중 불성실하게 작성된 설문지를 제외한 219
개의 설문데이터를 사용하여 분석을 수행하였다. 분석결과 5개의 소셜미디어 마케팅 활동은 브랜드자산, 소셜브랜드 참
여 그리고 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구를 통해 화장품 회사들은 소셜미디어를 활용한
마케팅 활동을 강화하고 이를 통한 브랜드자산의 축적과 사용자의 소셜브랜드 참여를 유도하는 것이 중요하다는 점을
확인할 수 있었다.

주제어: 소셜미디어 마케팅 활동, 구매의도, 소셜브랜드 참여, 브랜드 자산, 한국 화장품

* 동국대학교 일반대학원 국제비즈니스협동과정

** 동국대학교 경주캠퍼스 상경대학 경영학부

160 지식경영연구 제21권 제3호