A Study on the Relationship between Consumers’ Motivation to use Brand SNS Channels and Brand Fanship to Build Marketing Strategy Focusing on the Level of Consumer SNS Act

Purpose: The purpose of this study i s to investigate the motivating factors that consumers needs for using brand SNS of corporate, and find the motivating factor to affect building brand fanship. In addition, we suggested contents and customer relationship management methods suitable for brand SNS by comparing the leaders and listener who use SNS, which can be practically helpful to brand SNS and even cause word-of-mouth effect. Research design, data, and methodology: A survey was conducted on 399 10s-50s people who live in Korea, through internet and mobile-based online research companies. First, an exploratory factor analysis was performed to confirm reliability and validity. Second, a principle component analysis using varimax was conducted to derive four motivation factors. Finally, a regression analysis was conducted to examine the relationship between the motivation factors and brand fanship. Also, we investigated the differences in motivation factors affecting brand fanship according to the level of consumer SNS activity. Results: First, it was possible to find out the importance of each factor (fun and communication, usefulness of information, brand awareness, and brand reliability) and the different factors that affect the brand fanship of customers. In particular, brand credibility has the most influence on brand fanship. Second, it was tested that the influence relationship of motivational factors affecting brand fanship was different according to the level of SNS activity. Implications: This study introduced the marketing strategy of motivation to build the brand fanship, according to the level of consumer SNS activity. In order to form a brand fanship, it is most important to build brand credibility above all else. This brand credibility raised the barrier to entry to reach consumers and is highly liely to appear as another brand effect. Also, the degree of influence of the motivation factors forming brand fanship is different depending on the level of consumer SNS activity, but the brand reliability is most important factor for both groups.