The Mediating Effect of Engagement in the Influence of Semi-Permanent Makeup SNS Advertising Type on Behavioral Intention

The purpose of this study was to examine the influence of semi-permanent makeup SNS advertising types on behavioral intention and the mediating effect of engagement. The analysis method was SPSS 27.0 statistical program, and frequency analysis was performed on demographic characteristics. To determine the construct validity of the questionnaire, factor analysis was performed and Cronbach’s α value was checked for reliability. In order to determine the influence of SNS advertising types on behavioral intention and the relationship with engagement, Pearson’s correlation analysis and hierarchical regression analysis were conducted to examine the mediating effect. Research results, Engagement can be said to be a complete mediator between native advertising and behavioral intent, and a partial mediator between retargeting advertising, influencer advertising, and behavioral intent. Native advertising was found to have a direct effect on behavioral intention with engagement acting as a complete mediator, while retargeting advertising and influencer advertising had direct and indirect effects on behavioral intention with engagement acting as a partial mediator.