팬데믹에서 대구광역시의 소셜 미디어 마케팅이 신뢰와 행동의도에 미치는 영향: 신뢰전이 이론의 적용

Abstract

This study aims to analyze the effect of social media marketing on trust in government agencies, the trust of information, and behavior intention in a pandemic. The survey was conducted among Korean users who had used social media marketing in Daegu within the last six months. The analysis was based on 312 valid questionnaires. As a result, interactivity and information significantly impacted trust in government agencies, but the trend did not. Trust in government agencies was transferred and affected the trust of information. Trust in government agencies and the trust of information had a significant impact on behavior intention. These results show the importance of information and interactivity of social media marketing in Pandemic. Moreover, this study discussed that trust in the target is transferred to the target associated with it. It is expected that these results will use as primary research of social media marketing in Daegu, and based upon these results, implications were suggested.