The effect of SNS characteristics of restaurant franchises on corporate image and purchase intention: Moderating effect of involvement

Abstract

This study was conducted for the general public for one month from July 2020 to examine the moderating role of involvement in the relationship between online SNS (Social Network Service)'s influence on restaurant franchise corporate image and purchase intention. As a result of the study, it was confirmed that the SNS characteristics of the restaurant franchise had a positive effect in that the corporate image played a mediating role in the purchase intention. With the rapid development and popularity of the Internet, so-called word-of-mouth through open communities such as Facebook and Twitter is rapidly spreading through the use of smartphones used by corporate consumers. And, in order to reduce the failure rate, a representative who runs a restaurant business for the first time can do SNS marketing as an indispensable element in starting by borrowing the power of a franchise, and even in large restaurant franchise companies, through marketing promotion such as many events, consumers are interested and interested. This is an important result that explains why people are investing so much to attract them. In addition, as small groups of 5 or more are limited due to the recent Corona 19, SNS as a means of communicating in a non-face-to-face format has significant implications in terms of providing an important source for big data information in the upcoming 4th industry.