SNS를 통한 정보 노출이 브랜드 인지 및 구전행동에 미치는 영향: 소수의 법칙과 고착성 법칙, 상황의 힘 역할을 중심으로

초록

This study seeks to find the possibility of building brand awareness by marketing communication using social network service (SNS). This study is based on tipping point used in practical area. The results are as follows. First, the response of consumers into a non popular brand exposed by SNS is more higher than into a popular brand used by a few consumers. Second, situational involvement of consumers moderated message exposure and engagement against message. Third, intention to word of mouth toward brand and product by SNS is higher than brand awareness and intention to purchase. This indicated that SNS is an effective channel for word of mouth. This study provided SNS is efficient marketing tool for individual and medium scale company.

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