The Effect of Beauty Academy Social Media Advertising Attributes on Word-of-Mouth Intention and Advertising Attitude

This study aims to examine the mediating effect of advertising attitude on the relationship between social media (SNS) advertising attributes of beauty academies and word-of-mouth intention. Recently, SNS has become an important platform influencing consumers’ information search and decision-making processes, and its role as an effective marketing tool has expanded in the beauty education service sector. Accordingly, this study classifies SNS advertising attributes into informativeness, credibility, entertainment, and interactivity, and empirically analyzes the structural relationships among advertising attitude and word-of-mouth intention. The study sample consisted of 304 general consumers aged from their teens to 50s across Korea, and data were collected through a survey. The collected data were analyzed using SPSS 25.0, including frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and mediated regression analysis. The results show that all sub-dimensions of SNS advertising attributes—namely informativeness, credibility, entertainment, and interactivity—have a significant positive effect on word-of-mouth intention. In addition, advertising attitude (favorability, trust, and involvement) was found to have a partial mediating effect in the relationship between SNS advertising attributes and word-of-mouth intention. These findings suggest that SNS advertising attributes of beauty academies not only directly influence word-of-mouth intention but also indirectly affect it through advertising attitude. Therefore, it is necessary to develop effective SNS marketing strategies that enhance advertising attributes and promote positive advertising attitudes among consumers.