Relevance between Marketing Route of Social Media and Consumer Age Group for Choosing Dental Clinics

Lee Shin-Young; Kwak Mi-Gyeong; Kim Mi-Jeong; Song Jung-Hwa; Lee Young-Ju; Hong Hye-Ju; Oh Sang-Hwan

doi:10.17135/jdhs.2021.21.4.260

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자료유형: 학술저널

저자정보: Lee Shin-Young (Department of Dental Hygiene College of Medical Science Konyang University Daejeon 35365 Korea) Kwak Mi-Gyeong (Department of Dental Hygiene College of Medical Science Konyang University Daejeon 35365 Korea) Kim Mi-Jeong (Department of Dental Hygiene College of Medical Science Konyang University Daejeon 35365 Korea) Song Jung-Hwa (Department of Dental Hygiene College of Medical Science Konyang University Daejeon 35365 Korea) Lee Young-Ju (Department of Dental Hygiene College of Medical Science Konyang University Daejeon 35365 Korea) Hong Hye-Ju (Department of Dental Hygiene College of Medical Science Konyang University Daejeon 35365 Korea) Oh Sang-Hwan (Department of Dental Hygiene College of Medical Science Konyang University Daejeon 35365 Korea)

저널정보: 한국치위생과학회 치위생과학회지 치위생과학회지 제21권 제4호

발행연도: 2021.12

수록면: 260 - 266 (7page)

DOI: 10.17135/jdhs.2021.21.4.260

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Background: The purpose of the study was to evaluate the relationship and route of dental Social Media marketing by age group and support effective dental marketingy by age group. Methods: A study was conducted on 265 people, aged 20 to 64 years, who lived in Seoul, Gyeonggi area and regularly used one or more of the social media platforms, Naver Band, Facebook, Instagram, KakaoStory, Twitter, or YouTube more than once a day. A 27-question questionnaire survey of approximately 10 minutes was conducted, and the collected data was statistically analyzed using the PASW program, with the significane level set to 0.05. Results: “Introduction of acquaintances” was the most common route to visit the dentist. Regarding the use of social media platforms based on age group, ‘Instagram’ had the highest frequency among people belonging to the age groups of 20 to 29 years and 30 to 39 years; ‘YouTube’ had the highest frequency among those aged 40 to 49 years; and ‘Naver Band’ had the highest frequency among those aged 50 to 65 years. Conclusion: The most frequently used social media by consumers according to age included Facebook, YouTube, and Instagram. However, social media was found to have no significant impact on the choice of dental institutions, as the number of people who visited the dentist through “Introduction of acquaintances” was the highest, and “Introduction of acquaintances” did not have experience accessing the dentist site after dental marketing. If this study could provide customized marketing information for each age group through social media, it is expected that the marketing effect of dental institutions through social media would be maximized in the future.

#Age group #Dental clinics #Internet access #Marketing #Social media

참고문헌 (20)

참고문헌 신청

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