The Influence of SNS Information Characteristics on Brand Awareness in Skin Care Shop: Focusing on Women in their 20s and 30s

This study aims to present meaningful implications for efficient operation of SNS marketing that can enhance the brand value of skin care shops and increase consumers' purchasing behavior by identifying the impact of SNS information characteristics on brand awareness for female consumers in their 20s and 30s. To this end, the survey was conducted on women in their 20s and 30s, and a total of 270 copies were used as final analysis data. The collected data were analyzed using the SPSS v.26.0 program. Taken together, reliability among the characteristics of SNS information was found to be an important variable in brand awareness. In other words, from the perspective of female consumers in their 20s and 30s, when they perceive that the SNS information provided by the skin care shop is reliable, the brand awareness of the skin care shop becomes positive, and the higher the brand awareness, the higher the purchase behavior. Therefore, the skin care shop needs to raise brand awareness by strategic use of SNS targeting women in their 20s and 30s, and in particular, establishing differentiated marketing strategies focusing on reliability will have a positive impact on the growth of the skin beauty industry.