지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
이용수
이 논문의 연구 히스토리 (3)
2023
- 이 논문의 후속연구가 궁금하신가요?
- 연관 학술논문 또는 학술발표를 통해 보다 발전된 연구결과를 확인하실 수 있습니다.
- 이 논문의 연구 히스토리 확인하기
초록· 키워드
오류제보하기
The purpose of this study is to investigate the impact of airlines' social media quality on social media authenticity. It also aims to examine the influence of social media quality and authenticity on love marks and customer loyalty. A total of 312 cases were collected through an online survey targeting subscribers of airlines' social media. SPSS and AMOS were used for the analysis. The results of this research are as follows: Firstly, airline social media quality consists of three factors - service, system, and information quality - and significantly affects social media authenticity. Secondly, social media quality does not have a direct significant relationship with love marks, but social media authenticity does. Thirdly, both brand love and respect for love marks are associated with customer loyalty. The results of this study emphasize the importance of quality management and authenticity in the social media marketing strategies of airlines, and indicate that they are essential factors in strengthening emotional connections between customers and airlines and increasing loyalty.
목차
등록된 정보가 없습니다.
참고문헌 (0)
참고문헌 신청최근 본 자료
댓글(0)
0