Analysis and Study of SNS Activities Affecting Brand Loyalty : Focusing on Instagram and Millennial Generation

Seo Unha; Sung-Gul Hwang

doi:10.25111/jcd.2020.73.46

The universalization of smartphones and rapid propagation of social networking services (SNS) have transformed the mode of interaction between consumers and businesses/brands. Among such services, Instagram exhibits the highest rate of usage, and thus it is important to understand the mode and contents of interaction between brands and the young generation, the main users of Instagram. This study focuses on the interaction between consumers and brands on Instagram, examining the status of interactive activities between brands and Millenial consumers, and investigating the influence of such interactive activities on brand loyalty. The method of this study is in two parts; first, the contents of the interactions were analyzed for the Instagram accounts of 107 brands, and based on this analysis, a survey was conducted on the interactive participation against 200 subjects in their 20s and 30s. The analysis on Instagram activities showed that the activities were comprised of consumers experiencing the brand/product in advance, consumers getting involved with the brand, consumers advertising the brand, and consumers and brands communicating with each other. The result of the survey showed that the interactive activities were in the order of brand-side communication, voluntary advertisement, consumer-side communication, experience in advance, and invovleement, and only brand-side communication showed a significant influence on brand loyalty.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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