화장품 브랜드의 SNS품질이 브랜드 이미지, 신뢰 및 브랜드 애호도에 미치는 영향

As the marketing of cosmetic brands through SNS (social network service) is constantly developing, this study discussed the SNS quality of cosmetic brands with the subfactors-information quality, system quality, service quality, and interface quality-to examine how they affect the brand image, credibility, and preference and the mutual correlation and causality of variables. As a result of multiple regression analysis conducted to identify the effect of SNS quality of cosmetic brands on brand image, credibility, and preference, it was found that information quality, system quality, service quality, and interface quality have statistically significant effects on brand image, credibility, and preference. Also, brand image has statistically significant effects on credibility and preference, while credibility has a statistically significant effect on preference. This manifested that the development of brand image, credibility, and preference varies according to the subfactors of SNS quality of cosmetic brands. This study is believed to lay a theoretical foundation with useful information on the marketing strategies and the use of SNS to improve the SNS quality of cosmetic brands.