This study investigated the relationship of fashion brand SNS characteristics, relationship quality (satisfaction, trust, and commitment) and purchase intention. The study focused on Facebook and also examined the difference between fashion involvement groups. This study targeted consumers who have used fashion brand Facebook and are aged between 20s and 30s. Data collection was conducted through surveys, and a total 205 questionnaires were collected for the final statistical analysis. The major findings of the study were as follows. First, three characteristics of fashion brand SNS, which were entertainment, interactivity, and providing information, influenced positively on SNS users' satisfaction. Entertainment had the greatest influence on satisfaction, and providing information and interactivity followed. Second, satisfaction for fashion brand SNS influenced positively on trust and commitment. Also, trust to fashion brand SNS demonstrated a positive influence on commitment. Third, trust and commitment on fashion brand SNS both influenced positively on purchase intention. Fourth, the fashion involvement groups showed differences in fashion brand SNS characteristics, relationship quality, and purchase intention. The high involvement group showed much higher results in all aspects then did the low involvement group. Based on the above results, this study has a significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies which need to develop SNS marketing strategies.

This study was an experimental qualitative study on the characteristics of fashion brand's mobile SNS. The study was focused on mobile Facebook and identified the characteristics of fashion brand's mobile SNS. In-depth interviews were conducted with 10 people in the 20s, who have used fashion brand's mobile Facebook application and currently live in Seoul or Gyeonggi province. After analysis of the in-depth interview data, four characteristics of fashion brand's mobile SNS were identified as follows. First, it was possible to access fashion brand's mobile SNS at any time anywhere, if users needed brand-related information. In this study, this characteristic was named 'fashion accessibility'. Second, it was possible to access update-information using fashion brand's mobile SNS or get up-to-date information about the brand in real-time. In this study, this characteristic was named 'fashion recentness'. Third, it was possible to store or capture fashion brand-related images and texts. In this study, this characteristic was named 'ease of storage of fashion data'. Fourth, fashion brand's mobile SNS was useful in various ways to fashion consumers, so this characteristic was named 'fashion usefulness' in this study. The study extracted 10 sub-characteristics of the characteristics of fashion brand's mobile SNS based on the results of a qualitative study. This study has significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies that need to develop mobile SNS marketing strategies.

이제 우리 생활의 일부가 되어버린 소셜 네트워크 서비스(SNS)의 대표적인 사업자인 페이스북(Facebook)은 전 세계 가입자 수가 8억4500만 명에 이를 정도로 성장하였고 대규모의 개인정보를 취급하고 있다. 페이스북은 독특한 개방적 정보공유 환경을 가지고 있어서 미국은 물론 세계 각국에서 개인정보 침해의 문제에 끊임없이 직면하고 있다. 최근 SNS가 스마트폰과 IT 기술과 만나면서 프라이버시 침해의 논란은 더욱 증폭되고 있는 상황이다. 2011년 방송통신위원회는 페이스북에게「정보통신망 이용촉진 및 정보보호 등에 관한 법률」 상의 개인정보 보호 기준을 준수할 것을 권고하였고, 페이스북은 이에 따르기로 합의한 바 있다. 이 글은 페이스북 서비스와 관련된 개인정보 보호의 사례를 분석하고 그 법적 쟁점에 대한 해결방안을 제시하고자 하였다.구체적으로, 페이스북의 정보보호정책과 다양한 서비스로 인하여 발생되고 있는 프라이버시 침해, 개인정보 유출, 아동의 회원가입 및 정보유출 등에 관한 법적 분석을 제시하고 있다. 특히 최근 문제가 되고 있는 친구찾기 기능과 관련하여 회원과 관련된 모든 사람(비회원 포함)의 이름과 이메일 주소가 페이스북에 전달된다는 사실이 페이스북의 개인정보 취급방침에 명확히 들어나 있지 않은 점을 지적하고, 또한 이 기능이 비회원의 이메일 주소 등을 이용자가 페이스북에 제공하도록 유도하고 있는 점에 대하여 우려를 표시하였다. 또한 페이스북의 회원 정보가 외부의 애플리케이션 개발자, 광고주 등에게 무단으로 제공되고, 탈퇴 후 해당 회원의 정보가 계속하여 사용된 것과 관련하여 최근 미국 연방거래위원회(FTC)의 동의명령을 살펴보았다. 그 밖에도 이 글은 사생활 정보의 공개, 소셜광고 등과 관련된 개인정보 보호의 문제에 관하여 논하였다.