본문 바로가기
KERD
논문KCI 등재

Re-examining of consumers’ responses toward social media advertising and purchase intention toward luxury products from 2013 to 2018: A retrospective commentary

Yoo Jung Kim|Shu-Chuan Chu|Sara Kamal
한국마케팅과학회 (Korean Scholars of Marketing Science)|2019.01|Journal of Global Fashion Marketing|제10권 제1호|pp. 81-92|DOI https://doi.org/10.1080/20932685.2018.1550008

2

조회

0

다운로드

2

인용

0

참고문헌

키워드

attitudesbeliefsbehaviorspurchase intention态度信仰Social media advertisingluxury products社交媒体广告奢侈品产 品行为购买 意图
주제분류경영학

초록

The purpose of this retrospective commentary is to reexamine what we know about consumers’ response toward social media advertising and purchase intention toward luxury products, as well as review how researchers have cited this article. This commentary is organized as follows. First, it discusses the unique contributions of our article that causes its high impact in the literature. Second, it examines the topic of social media and luxury brands from today’s perspective. Third, we offer our interpretation of the use in the literature of our study and categorize the literature into three areas: luxury brand marketing and consumer engagement in social media; beliefs, attitudes, and behavioral responses toward social media advertising; and the state of knowledge on luxury brands and fashion advertising. Lastly, this commentary offers ideas in luxury brand advertising and marketing research and new trends in luxury brand digital strategies through social media.

Abstract

The purpose of this retrospective commentary is to reexamine what we know about consumers’ response toward social media advertising and purchase intention toward luxury products, as well as review how researchers have cited this article. This commentary is organized as follows. First, it discusses the unique contributions of our article that causes its high impact in the literature. Second, it examines the topic of social media and luxury brands from today’s perspective. Third, we offer our interpretation of the use in the literature of our study and categorize the literature into three areas: luxury brand marketing and consumer engagement in social media; beliefs, attitudes, and behavioral responses toward social media advertising; and the state of knowledge on luxury brands and fashion advertising. Lastly, this commentary offers ideas in luxury brand advertising and marketing research and new trends in luxury brand digital strategies through social media.

참고문헌 (46)

  1. Aaker, J., "When good brands do bad", Journal of Consumer Research, 31(1), pp.1~16 (2004)
  2. Bhatta, R. P., "Social media and brand attitude : An empirical study on social media campaigns of corporate brands in Nepal", Advances in Economics and Business Management, 3(6), pp.591~596 (2016)
  3. Boateng, H., "Consumers’ attitude towards social media advertising and their behavioural response : The moderating role of corporate reputation", Journal of Research in Interactive Marketing, 9(4), pp.299~312 (2015)
  4. Brodie, R. J., "Consumer engagement in a virtual brand community : An exploratory analysis", Journal of Business Research, 66(1), pp.105~114 (2013)
  5. Chandona, J. -L., "Pursuing the concept of luxury : Introduction to the JBR special issue on"Luxury marketing from tradition to innovation", Journal of Business Research, 69(1), pp.299~303 (2016)
  6. Shu-Chuan Chu, "Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products", Journal of Global Fashion Marketing, 4(3), pp.158~174 (2013), 한국마케팅과학회[DOI]
  7. Davenport, S. W., "Twitter versus Facebook : Exploring the role of narcissism in the motives and usage of different social media platforms", Computers in Human Behavior, 32, pp.212~220 (2014)
  8. DeBono, K. G., "Self-monitoring and consumer psychology", Journal of Personality, 74(3), pp.715~738 (2006)
  9. "Bling it on: What makes a millennial spend more?" (2017)[URL]
  10. Chedia Dhaoui, "An empirical study of luxury brand marketing effectiveness and itsimpact on consumer engagement on Facebook", Journal of Global Fashion Marketing, 5(3), pp.209~222 (2014), 한국마케팅과학회[DOI]
  11. Do, H., "Tiger Woods, Nike, and I are(not)best friends : How brand’s sports sponsorship in social-media impacts brand consumer’s congruity and relationship quality", International Journal of Advertising, 34(4), pp.658~677 (2015)
  12. Donvito, R., "Marketing mix and customer equity of SPA brands : Cross-cultural perspectives", Journal of Business Research, 67(10), pp.2155~2163 (2014)
  13. Fandt, P. M., "The management of information and impressions : When employees behave opportunistically", Organizational Behavior and Human Decision Processes, 45(1), pp.140~158 (1990)
  14. Fournier, S., "Consumers and their brands : Developing relationship theory in consumer research", Journal of Consumer Research, 24(4), pp.343~373 (1998)
  15. "Why Chanel is the most influential luxury brand on social" (2018)[URL]
  16. Giovannini, S., "Luxury fashion consumption and Generation Y consumers : Self, brand consciousness, and consumption motivations", Journal of Fashion Marketing and Management, 19(1), pp.22~40 (2015)
  17. Kim H.Y. Hahn, "Effect of psychological closeness on consumer attitudes toward fashion blogs: the moderating effect of fashion leadership and interpersonal LOV", Journal of Global Fashion Marketing, 5(2), pp.103~121 (2014), 한국마케팅과학회[DOI]
  18. Han, Y. J., "Signaling status with luxury goods : The role of brand prominence", Journal of Marketing, 74(4), pp.15~30 (2010)
  19. Hollebeek, L., "Demystifying customer brand engagement: Exploring the loyalty nexus", Journal of Marketing Management, 27(7–8), pp.785~807 (2011)
  20. Hollebeek, L., "Consumer brand engagement in social media : Conceptualization, scale development and validation", Journal of Interactive Marketing, 28(2), pp.149~165 (2014)
  21. Hollenbaugh, E., "Facebook self-disclosure : Examining the role of traits, social cohesion, and motives", Computers in Human Behavior, 30, pp.50~58 (2014)
  22. Jin, S. -A., "The potential of social media for luxury brand management", Marketing Intelligence & Planning, 30(7), pp.687~699 (2012)
  23. Jung, H. S., "Influences of perceived product innovation upon usage behavior for MMORPG : Product capability, technology capability, and user centered design", Journal of Business Research, 67(10), pp.2171~2178 (2014)
  24. Kastanakis, M. N., "Explaining variation in conspicuous luxury consumption : An individual differences’ perspective", Journal of Business Research, 67(10), pp.2147~2154 (2014)
  25. Angella Jiyoung Kim, "Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention", Journal of Global Fashion Marketing, 1(3), pp.164~171 (2010), 한국마케팅과학회[DOI]
  26. Kim, A. J., "Do social media marketing activities enhance customer equity", Journal of Business Research, 65(10), pp.1480~1486 (2012)
  27. 김규림, "Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing", Journal of Global Scholars of Marketing Science(마케팅과학연구), 24(3), pp.350~364 (2014), 한국마케팅과학회
  28. Ko, E., "What is a luxury brand? A new definition and review of the literature", Journal of Business Research (2017)
  29. Ko, E., "Luxury brand strategies and customer experiences : Contributions to theory and practice", Journal of Business Research, 69(12), pp.5749~5752 (2016)
  30. Hanna Kontu, "Why all that noise – assessing the strategic value of social media for fashion brands", Journal of Global Fashion Marketing, 5(3), pp.235~250 (2014), 한국마케팅과학회[DOI]
  31. Lee, J. E., "Visual communication of luxury fashion brands on social media : Effects of visual complexity and brand familiarity", Journal of Brand Management, 13, pp.1~14 (2018)
  32. Lee, J. E., "YouTube vloggers’ influence on consumer luxury brand perceptions and intentions", Journal of Business Research, 69(12), pp.5753~5760 (2016)
  33. David Martín-Consuegra, "Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model", Journal of Global Fashion Marketing, 9(3), pp.237~251 (2018), 한국마케팅과학회[DOI]
  34. Maria Cristina Morra, "Original or counterfeit luxury fashion brands? The eff ect of social media on purchase intention", Journal of Global Fashion Marketing, 9(1), pp.24~39 (2018), 한국마케팅과학회[DOI]
  35. Phua, J., "Uses and gratifications of social networking sites for bridging and bonding social capital : A comparison of Facebook, Twitter, Instagram, and Snapchat", Computers in Human Behavior, 72, pp.115~122 (2017)
  36. "Instagram is the top social media site for luxury retail shoppers" (2017)[URL]
  37. Pollay, R. W., "Here’s the beef : Factors, determinants, and segments in consumer criticism of advertising", Journal of Marketing, 57(3), pp.99~114 (1993)
  38. Puntoni, S., "Self-identity and purchase intention : An extension of the theory of planned behavior", European Advances in Consumer Research, 5, pp.130~134 (2001)
  39. Rosenberg, J., "Online impression management : Personality traits and concerns for secondary goals as predictors of self-presentation tactics on Facebook", Journal of Computer-Mediated Communication, 17(1), pp.1~18 (2011)
  40. Seidman, G., "Self-presentation and belonging on Facebook : How personality influences social media use and motivations", Personality and Individual Differences, 54(3), pp.402~407 (2013)
  41. Shavitt, S., "Attitude functions in advertising : The interactive role of products and self-monitoring", Journal of Consumer Psychology, 1(4), pp.337~364 (1992)
  42. Sirgy, M. J., "Self-concept in consumer behavior : A critical review", Journal of Consumer Research, 9, pp.287~300 (1982)
  43. Sohail, M. S., "Evolving factors influencing consumers’ attitudes toward social media marketing and their impact on social media usage", International Journal of Marketing, Communication and New Media, (2), pp.3~25 (2017)
  44. Charles R. Taylor, "What do we know about fashion advertising? A review of the literature and suggested research directions", Journal of Global Fashion Marketing, 8(1), pp.1~20 (2017), 한국마케팅과학회[DOI]
  45. Tosun, L. P., "Motives for Facebook use and expressing"true self"on the Internet", Computers in Human Behavior, 28, pp.1507~1510 (2012)
  46. Wiedmann, K. -P., "Value-based segmentation of luxury consumption behavior", Psychology & Marketing, 26(7), pp.625~651 (2009)

관련 논문AI추천

Understanding consumers’ responses toward social media advertising and purchase intention toward luxury productsSara Kamal, Shu-Chuan Chu, Yoo Jung Kim한국마케팅과학회 · Journal of Global Fashion Marketing2013 · 제4권 제3호Examining the role of luxury elements on social media engagementDuong Van Chien, Sung Billy한국마케팅과학회 · Journal of Global Fashion Marketing2021 · 제12권 제2호Introduction: Social media marketing and luxury brandsMichel Phan, Seong-Yeon Park한국마케팅과학회 · Journal of Global Fashion Marketing2014 · 제5권 제3호An empirical study of luxury brand marketing effectiveness and itsimpact on consumer engagement on FacebookChedia Dhaoui한국마케팅과학회 · Journal of Global Fashion Marketing2014 · 제5권 제3호The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand김다연, 김상용, 이승민, XING GAO한국마케팅학회 · 아시아마케팅저널2019 · 제21권 제3호What do we know about fashion advertising? A review of the literature and suggested research directionsCharles R. Taylor, John P. Costello한국마케팅과학회 · Journal of Global Fashion Marketing2017 · 제8권 제1호

이 간행물의 다른 논문 (6건)

Effect of apparel brands’ sustainability efforts on consumers’ brand loyaltyKim K. P. Johnson, Mijeong Nohpp. 1-17Do the different store formats of the same brand matter to Chinese customers? An International study on a Japanese fashion brandMiao Miaopp. 18-34Materialism and affect toward others: Influences on apparel consciousnessDavid J. Burns, Jennifer D. Hutchins, Richard Mathisenpp. 35-49Sense of community and social identity effect on brand love: Based on the online communities of a luxury fashion brandsKatherine Villalobos-Moron, Regina Burnasheva, Yong Gu Suhpp. 50-65Impact of fashion interest, materialism and internet addiction on e-compulsive buying behaviour of apparelVinita Bhatiapp. 66-80
원문 보기