Examining SNS marketing characteristics affecting brand image and repurchase intention

Abstract

SNS (Social Network Service) marketing which is a promising marketing based social media such as Facebook, Instagram, Twitter, blog, and Youtube is a critical management activity for online advertising, promotion, sales, and demand creation. What kinds of SNS marketing characteristics are antecedents of brand image and repurchase intention. The present study proposes a new research model integrating SNS marketing characteristics, brand image, and customers’ repurchase intention and tests four hypotheses. Finally, the present paper presents academics and practitioners.