The Relationship Between SNS Marketing Communication Attributes and Behavioral Intention Among Consumers in Their 40s and 50s: The Mediating Effect of Beauty Brand Image

This study aimed to examine how SNS marketing communication attributes influence the behavioral intentions of consumers in their 40s and 50s who have purchased beauty products through social networking services (SNS). In addition, the study investigated whether beauty brand image mediates the relationship between SNS marketing communication attributes and consumers’ behavioral intentions. A questionnaire survey was administered to 213 consumers aged between 40 and 59 who had previous experience purchasing beauty products via SNS platforms. The collected data were analyzed using the SPSS 25.0 statistical program. Frequency analysis was conducted to examine respondents’ demographic characteristics. The measurement items were evaluated by examining construct validity through exploratory factor analysis and assessing internal consistency using reliability analysis before hypothesis testing. Correlation analysis was used to identify relationships among variables, while multiple regression, simple regression, and hierarchical regression analyses were conducted to test the proposed hypotheses and the mediating effect. The findings indicated that credibility, informativeness, and playfulness, which constitute SNS marketing communication attributes, all exerted significant positive effects on beauty brand image. Beauty brand image also showed significant positive effects on both purchase intention and sharing intention. Furthermore, credibility and playfulness significantly influenced purchase intention, whereas informativeness and playfulness significantly affected sharing intention. The hierarchical regression analysis confirmed that beauty brand image partially mediated the relationship between SNS marketing communication attributes and behavioral intentions. These findings suggest that effective SNS marketing strategies should provide reliable and informative content while simultaneously delivering enjoyable experiences that strengthen consumers’ perceptions of beauty brands. The study contributes to a better understanding of SNS-based beauty purchasing behavior among middle-aged consumers and offers practical implications for beauty companies seeking to enhance consumer engagement and behavioral intentions through strategic SNS marketing.