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뷰티아카데미의 SNS커뮤니케이션이 수강생의 관계몰입과 충성도에 미치는 영향
Author
하서진, 우미옥
Journal Title
대한미용학회지
Publication Year
2019
Topics
Summary
This study examined the effects of beauty academy’s SNS marketing communication on the relationship commitment and loyalty of students. The analysis revealed that word of mouth and event factors were significantly associated with both emotional and computational commitment, and word of mouth was significantly associated with loyalty. When relationship commitment was considered as a moderating factor, all four SNS communication factors were positively associated with loyalty.
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