Abstract ▼ AI-Helper

With the development of information and communication, the number of consumers who obtain information about products through SNS or lead to purchase behavior is increasing. As a reflection of this trend, companies have begun to pay attention to and use SNS marketing. Sporting goods brands are also a...

With the development of information and communication, the number of consumers who obtain information about products through SNS or lead to purchase behavior is increasing. As a reflection of this trend, companies have begun to pay attention to and use SNS marketing. Sporting goods brands are also actively using social media marketing, and this use plays a role in improving the brand image of the company and the purchase intention of consumers. In Korea, the public's interest and participation in badminton has increased as badminton-related content has increased, and the badminton goods market that has grown from this is also conducting marketing activities using SNS. However, there is a lack of prior research on the social media marketing activities, brand image, and purchase intention of badminton equipment brands. Therefore, in this study, we tried to identify the influence and relationship between each variable to provide basic data for efficient and sustainable SNS marketing of badminton goods brands. As a result of the study, SNS marketing had a significant positive (+) effect on brand image and purchase intention, respectively.
Brand image was also found to have a significant positive (+) effect on purchase intent. In addition, in the relationship between SNS marketing and purchase intent, brand image was found to have a significant mediating effect. These results are partly consistent with the relevant prior studies, and the results that are distinct from the previous studies are expected to be the result of the interaction between the characteristics of the sport and the characteristics of the badminton event. Therefore, badminton goods brands need a marketing strategy to improve consumers' purchase intention by enhancing their brand image through efficient and continuous SNS marketing. Therefore, it can be an efficient strategy to set the target customer group and continuously deliver consistent information that meets the needs of the target. In other words, badminton equipment brands will be able to use the results of this study as a theoretical basis to increase overall brand value and improve consumer purchase intention through SNS marketing.

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