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SNS 마케팅 특성이 MZ세대의 비건 화장품 구매행동에 미치는 영향open accessSNS Marketing’s Effect on the MZ Generation’s Vegan Cosmetics Purchasing Behavior

Other Titles
SNS Marketing’s Effect on the MZ Generation’s Vegan Cosmetics Purchasing Behavior
Authors
이선민김경은
Issue Date
Oct-2022
Publisher
한국미용학회
Keywords
MZ Generation; Purchase behavior; SNS marketing; Vegan cosmetics
Citation
한국미용학회지, v.28, no.5, pp 1113 - 1123
Pages
11
Journal Title
한국미용학회지
Volume
28
Number
5
Start Page
1113
End Page
1123
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/152392
DOI
10.52660/JKSC.2022.28.5.1113
ISSN
1229-4349
Abstract
This study aimed to examine the generational differences in vegan cosmetics usage of the MZ generation recently emerging as the primary target group for such cosmetics and to investigate the effect of Social Networking Services (SNS) marketing on vegan cosmetics purchasing behavior. For this purpose, online and mobile surveys were conducted targeting Generation M, born between 1980 and 1995, and Generation Z, born between 1995 and 2004. The collected data were statistically analyzed using the SPSS WIN 25.0 program. According to the analysis results, both Generations M and Z showed a high response rate to having no experience in using vegan cosmetics, with Generation M displaying more experience than Z. Both generations showed high response rates to having experience in SNS marketing for vegan cosmetics, with Generation Z displaying more experience than M. However, both generations showed high response rates to having no purchasing experience after encountering SNS marketing for vegan cosmetics, with Generation Z displaying a lower purchasing experience than M. This means that effective SNS marketing leading to purchases for all MZ generations is needed. Additionally, reliability and information provision are the factors that positively affect vegan cosmetics purchasing behavior among SNS marketing characteristics. Therefore, marketers should develop content that can be trusted by SNS users encountering SNS marketing for vegan cosmetics and continuously provide vegan cosmetics information to affect vegan cosmetics purchasing behavior positively. Furthermore, more efficient marketing through understanding the MZ generation and targeting SNS marketing tailored to each generation in consideration of their characteristics will be needed.
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