소셜 미디어 마케팅 활동이 중국 MZ세대 소비자 반응에 미치는 영향 - 브랜드 자산과 고객 참여의 매개효과 -

Abstract

As the market for luxury products and their demand expanded globally due to the prolongation of COVID-19, the value of related companies grew further. In particular, the luxury purchasing craze of millennial and Gen Z (MZ) consumers, emerging as a new major consumer in the Chinese market, is changing the market’s business trends and purchasing environment. However, research on consumer responses to Social Media Marketing (SMM) rarely considers brand equity and customer engagement. It is necessary to understand the effectiveness of marketing targeting Chinese MZ consumers as a new consumer group. Therefore, this study aimed to verify the impact of social media marketing for luxury products on consumer responses from MZ consumers in China and to confirm the mediating effects of brand equity and customer engagement. To empirically test the impact of SMM, this study conducted a questionnaire survey on 400 social media users for data analysis out of the initial 430 survey data. SPSS and AMOS verified the reliability and validity of the collected data and hypotheses. The analysis showed that SMM positively affected brand equity and customer engagement, including consumer responses, and that brand equity was also positively related to customer engagement. In addition, it demonstrated the role of brand equity and customer engagement as mediating variables. Through this study, the luxury brand demonstrated the effectiveness of social marketing activities to more accurately predict the future purchase behavior of MZ customers. Also, We discussed the implications and directions for further research for systematic marketing activities, brand equity, and customer participation.