The Effect of Hair Salon Brand Image on Emotional Bonding and Purchase Intention in Social Media Marketing

Abstract

This study aims to present a plan that hair salons can use to establish SNS marketing strategies in the rapidly changing beauty industry every day. For this study, 312 questionnaires were distributed to subjects living in the Korean metropolitan area for about a month and a half from October 30, 2022 to December 14, 2022. Excluding inappropriate ones, 300 copies of data were analyzed by factor analysis, reliability analysis, and frequency analysis using the SPSS 22.0 program. As a result, first, it means that the higher the brand name, reliability, reputation, price, service/professionalism, and facility, the higher the emotional bond, in the "effect of brand image on emotional bond on SNS marketing." Second, in the "Effect of Emotional Bonding on Purchase Intention," the sub-factors of purchase intention, professional-oriented purchase, procedure-oriented purchase, and efficacy-oriented purchase, all showed that the higher the emotional bond, the higher the purchase intention. Based on these results, the brand image of hair salons produced on SNS affects emotional ties with customers, and emotional ties have a significant impact on purchase intentions. Recognizing the need for brand marketing that can give customers expertise and reliability in procedures, we hope that efficient SNS marketing management will be carried out in hair salons in the future to increase the level of the beauty industry.