A Study on the Impact of Marketing Using SNS on Public Relations and Actual Purchase Behavior

With the gradual development of information and communication, today we are using the Internet to freely exchange information without being restricted by time and space. People use smartphones to share information with each other and live by interacting in various fields. Likewise, in the field of marketing, consumers obtain information through social media based on the Internet, and SNS is widely affecting consumers' consumption methods. Therefore, this paper aims to analyze the relationship between marketing using SNS on publicity and consumption behavior, and the relationship between publicity and publicity on consumption behavior. In order to achieve the research purpose, a survey was conducted on university students in their 20s who have experienced consumption behavior using SNS. Smart PLS 4.0 was used for hypothesis verification. The results of the study are summarized as follows. First, H1 was adopted because accessibility, reliability, and effectiveness positively affected publicity. Second, since accessibility did not affect consumption behavior, H2-1 was rejected. H2 was partially adopted. Third, H3 was adopted because publicity has a positive effect on consumption behavior.