스토리텔링마케팅이 시각예술가의 브랜드 이미지와 구매의도에 미치는 영향

초록

The purpose of this study is to understand the effect of storytelling marketing toward social media users on the brand image and purchase intention of visual artists. To this end, a literature study was conducted on storytelling marketing, brand image, and purchase intention. And based on previous studies, four constituent factors were derived: brand history storytelling of storytelling marketing, brand behind storytelling, experience storytelling, and rumor storytelling. In addition, a survey was conducted to find out the effect of the four components of storytelling marketing on the brand image and purchase intention. The analysis results of the survey showed that storytelling marketing through social media was most effective for women rather than men, especially unmarried women with an average monthly income of more than 2 million won. And among the four components of storytelling marketing, experienced storytelling had the highest effect on brand image and purchase intention. In addition, it was found that the brand image had a positive effect on purchase intention. The results of this study pointed out that women with an average monthly income of more than 2 million won should be the main target of storytelling marketing strategies through social media. In addition, in order to enhance the artist’s brand image and purchase intention, it was found that a storytelling marketing strategy should be constructed in the order of experience storytelling, rumor storytelling, and behind storytelling. And it was found that a storytelling marketing strategy should be established in the direction of enhancing purchase intention through the improvement of the artist’s brand image. I hope that the results of this study will help establish a social media storytelling marketing strategy for visual artists in the future.

키워드