A Study on the Effects of SNS Marketing Attributes perceived by Millennials in Foodservice Companies on Brand Value and Continuous Use Intention: Focusing on Chicken Brands

This study empirically investigates how SNS marketing attributes perceived by millennial consumers influence brand value and continuance intention in the context of foodservice companies, specifically chicken brands. The research model includes informativeness, interactivity, entertainment, and credibility as independent variables, brand value as a mediating variable, and continuance intention as the dependent variable. Data were collected via an online survey from 240 millennial respondents who had used SNS-based information to purchase from chicken brands within the past year. Statistical analysis was conducted using SPSS 25.0 and AMOS 21.0 to examine reliability, validity, and structural relationships. The results revealed that informativeness, entertainment, and credibility significantly influenced brand value, whereas interactivity did not show a meaningful effect. Furthermore, brand value was found to have a strong positive impact on continuance intention. These findings suggest that foodservice companies targeting the millennial generation should strategically focus on enhancing informativeness, entertainment, and credibility in their SNS marketing efforts to strengthen brand value and encourage long-term customer engagement.