European Journal of Molecular & Clinical Medicine

Abstract

The purpose of this study is to investigate the structural causal relationship between the SNS marketing attributes of luxury brands on brand awareness, brand involvement, and brand attachment. To this end, a survey was conducted on 427 large Internet communities and SNS users. The results of the empirical analysis are summarized as follows.
First, among the SNS marketing attributes, information, reliability, and latestness had a significant positive (+) influence on purchase intention.
Second, among the SNS marketing attributes, information, interactivity, playfulness, and latestness had a significant positive (+) influence on brand recognition. Reliability, interaction, and latestity had significant positive (+) effects on brand involvement. In addition, in brand attachment, playfulness and latestness had a significant positive (+) influence.