The purpose of this study is to find out how SNS marketing activities affect brand recognition, brand familiarity, and purchase intention for consumers who have purchased products from franchise chicken stores, including whether there is a moderating effect according to gender. SNS marketing activities were set up by configuring three attributes which are, SNS advertising, SNS information, and SNS events as sub-factors. For empirical analysis, a survey was conducted on SNS users, and SPSS/AMOS statistical programs were employed for the data analysis. First, the result of the empirical analysis showed that SNS advertising, SNS information, and SNS events have a significant positive effect on brand recognition. Second, it was found that the SNS events had a significant positive effect on brand familiarity. Third, it was found that SNS advertising has a significant positive effect on purchase intention. Fourth, it was observed that brand recognition has a significant positive effect on brand familiarity. Fifth, it was found that brand recognition and brand familiarity have a significant positive effect on purchase intention. Sixth, it was found that gender plays a significant role in the relationship between these constructs. Therefore, it can be assumed that the hypothesis presented in this study is sufficiently proven.

Abstract
1. Introduction
2. Theoretical Background
    2.1. SNS Marketing Activities
    2.2. Relationship between SNS MarketingActivities and Brand Recognition
    2.3. Relationship between SNS MarketingActivities and Brand Familiarity
    2.4. Relationship between SNS MarketingActivities and Purchase Intention
    2.5. Relationship between brand recognition,brand familiarity, and purchase intention
    2.6. Moderating effect of Gender
3. Research Design
    3.1. Research Model
    3.2. Sample Design and Research Methods
    3.3. Measurement of Variables
4. Results and Discussion
    4.1. General characteristics of the subject
    4.2. Confirmatory Factor Analysis
    4.3. Validity Analysis for Constructs
    4.4. Verification of Research hypothesis
5. Conclusion and Implications
References

• Tae Yoo CHUN(The Graduate School of Industry, Sejong University, Republic of Korea.)
• Dong Keol LEE(Cooperative Course for Urban/Real Estate Study and Commercial Science, Sejong University, Republic of Korea.)
• No Hyun PARK(The Graduate School of Industry, Sejong University, Republic of Korea) Corresponding Author