Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products
2
조회
0
다운로드
14
인용
0
참고문헌
키워드
초록
Social media has rapidly risen in popularity as a new advertising platform that allowsusers to connect with one another and engage with brands. At the same time, the onlineluxury market has experienced rapid expansion due to the rising number of affluentonline users between 18 and 35 years old. The current study examined young socialmedia users’ beliefs, attitudes, and behavioral responses toward social mediaadvertising. Brand consciousness was found to have an impact on users’ attitudestoward social media advertising, which in turn influences their behavioral responsestoward social media advertising and consequent purchase intentions toward luxuryproducts.
Abstract
Social media has rapidly risen in popularity as a new advertising platform that allowsusers to connect with one another and engage with brands. At the same time, the onlineluxury market has experienced rapid expansion due to the rising number of affluentonline users between 18 and 35 years old. The current study examined young socialmedia users’ beliefs, attitudes, and behavioral responses toward social mediaadvertising. Brand consciousness was found to have an impact on users’ attitudestoward social media advertising, which in turn influences their behavioral responsestoward social media advertising and consequent purchase intentions toward luxuryproducts.
참고문헌 (49)
- Anderson, J. C., "Structural equation modeling in practice : A review and recommended two-step approach", Psychological Bulletin, 103, pp.411~423 (1988)
- Atwal, G., "Luxury brand marketing—the experience is everything", Journal of Brand Management, 16, pp.338~346 (2009)
- Bauer, R. A., "Advertising in American: The consumer view" (1968), Harvard University, Graduate School of Business Administration, Division of Research
- "Luxury brands utilize new technology to engage millennials" (2010)[URL]
- Bush, R. F., "Remedies for product counterfeiting", Business Horizons, 32, pp.59~65 (1989)
- Chia, S. C., "How social influence mediates media effects on adolescents’ materialism", Communication Research, 37, pp.400~419 (2010)
- Chu, S. C., "An investigation of social media usage, brand consciousness, and purchase intention towards luxury products among Millennials, In Advances in advertising research (Vol. 2): Breaking new ground in theory and practice", pp.179~190 (2011), Gabler Verlag
- Corcoran, C. T., "Brands aim to adapt to social media world", WWD : Women’s Wear Daily, 198, pp.20~21 (2009)
- Cowart, K. O., "The influence of consumer decision-making styles on online apparel consumption by college students", International Journal of Consumer Studies, 31, pp.639~647 (2007)
- Csikszentmihalyi, M., "The meaning of things : Domestic symbols and the self" (1981), Cambridge University Press
- "Affluence in America" (2011)[URL]
- Ducoffe, R. H., "Advertising value and advertising on the Web", Journal of Advertising Research, 36, pp.21~35 (1996)
- "Affluent Internet users: How the rich live online" (2007)[URL]
- "Social network ad revenues rising worldwide" (2011)[URL]
- "Social climbing : Luxury fashion brands must embrace social media" (2009)[URL]
- "How luxury brands can prepare for affluent millennials" (2012)[URL]
- Hadija, Z., "Why we ignore social networking advertising", Qualitative Market Research : An International Journal, 15, pp.19~32 (2012)
- Haferkamp, N., "Social comparison 2. 0 : Examining the effects of online profiles on social-networking sites. Cyberpsychology", Behavior and Social Networking, 14, pp.309~314 (2011)
- Hunt, D., "The influence of computer-mediated communication apprehension on motives for Facebook use", Journal of Broadcasting & Electronic Media, 56, pp.187~202 (2012)
- "The leading luxury brands 2008" (2008)[URL]
- Jiang, R., "The direct and indirect effects of advertising on materialism of college students in China", Asian Journal of Communication, 19, pp.319~336 (2009)
- Keum, H., "The citizenconsumer : Media effects at the intersection of consumer and civic culture", Political Communication, 21, pp.369~392 (2004)
- 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]
- Lavidge, R. J., "A model for predictive measurements of advertising effectiveness", Journal of Marketing, 25, pp.59~62 (1961)
- Litt, E., "Knock, knock, who’s there? The imagined audience", Journal of Broadcasting & Electronic Media, 56, pp.330~345 (2012)
- Lipsman, A., "The power of"Like" : How brands reach(and influence)fans through social-media marketing", Journal of Advertising Research, 52, pp.40~52 (2012)
- "State of social media: 2011" (2011)[URL]
- Mangold, W. G., "Social media : The new hybrid element of the promotion mix", Business Horizons, 52, pp.357~365 (2009)
- Mehta, A., "Advertising attitudes and advertising effectiveness", Journal of Advertising Research, 40, pp.67~72 (2000)
- "How luxury brands are using social media" (2012)[URL]
- Nelson, M. R., "Brand placements Bollywood style", Journal of Consumer Behavior, 5, pp.211~221 (2006)
- Nelson, M. R., "Adolescent brand consciousness and product placements : Awareness, liking and perceived effects on self and others", International Journal of Consumer Studies, 29, pp.515~528 (2005)
- Okonkwo, U., "Sustaining the luxury brand on the Internet", Journal of Brand Management, 16, pp.302~310 (2009)
- Ortved, J., "Is digital killing the luxury brand?", Adweek, 52, pp.54~57 (2011)
- Phan, M., "Do social media enhance consumer’s perception and purchase intentions of luxury fashion brands?", The Journal for Decision Makers, 36, pp.81~84 (2011)
- Michel Phan, "Social Media and Luxury Brand Management: The Case of Burberry", Journal of Global Fashion Marketing, 2(4), pp.213~222 (2011), 한국마케팅과학회
- Pollay, R. W., "Here’s the beef : Factors, determinants, and segments in consumer criticism of advertising", Journal of Marketing, 57, pp.99~114 (1993)
- Mukta Ramchandani, "Asymmetry in Multi-Cultural Luxury Communication: A Comparative Analysis on Luxury Brand Communication in India and China", Journal of Global Fashion Marketing, 3(2), pp.89~97 (2012), 한국마케팅과학회
- Shim, S., "Hispanic and Native American adolescents : An exploratory study of their approach to shopping", Journal of Retailing, 72, pp.307~324 (1996)
- Sproles, G. B., "A methodology for profiling consumers’ decision-making styles", Journal of Consumer Affairs, 20, pp.267~279 (1986)
- Stevenson, J. S., "Web page background and viewer attitudes", Journal of Advertising Research, 20, pp.29~34 (2000)
- "Luxury brands in social media" (2011)[URL]
- Taylor, D. G., "Friends, fans, and followers : Do ads work on social networks? How gender and age shape receptivity", Journal of Advertising Research, 51, pp.258~275 (2011)
- "Going 24 h without media" (2011)[URL]
- Jane Boyd Thomas, "Which Dress Do You Like? Exploring Brides’ Online Communities", Journal of Global Fashion Marketing, 2(3), pp.148~160 (2011), 한국마케팅과학회
- "Affluent consumers and how they use the Internet, social media and mobile devices" (2011)[URL]
- Warrington, P., "An empirical investigation of the relationship between product involvement and brand commitment", Psychology & Marketing, 17, pp.761~782 (2000)
- Wolin, L. D., "Beliefs, attitudes and behavior towards Web advertising", International Journal of Advertising, 21, pp.87~113 (2002)
- Yoo, B., "Buy genuine luxury fashion products or counterfeits", Advances in Consumer Research, 36, pp.280~286 (2009)
