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Journal of Interactive Advertising Volume 20, 2020 - Issue 2
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Special Section: Interactive Advertising and Digital Communications in Fashion

Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-Market Brands

Taeyeon KimDepartment of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USACorrespondence[email protected]
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Joe PhuaDepartment of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USAORCID Iconhttp://orcid.org/0000-0001-5883-089XView further author information
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Pages 95-110 | Published online: 30 Mar 2020

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Miju Choi, Youngjoon Choi & Do-Yeon Kim. (2023) Digital natives: internal defence mechanism to distrust tourism advertisements. Current Issues in Tourism 26:16, pages 2692-2707.
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Minjung Park, Jayoung Koo & Do Yuon Kim. (2023) Femvertising of luxury brands: Message concreteness, authenticity, and involvement. Journal of Global Fashion Marketing 14:3, pages 243-262.
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Xuan Zhou, Chen Lou & Xun (Irene) Huang. (2023) Transcendent Brand Activism Advertising: Explicating the Roles of Color and Message Framing in Advertising Effectiveness. Journal of Advertising 0:0, pages 1-17.
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Zeph M. C. van Berlo, Eva A. van Reijmersdal & Guda van Noort. (2023) Experiencing Branded Apps: Direct and Indirect Effects of Engagement Experiences on Continued Branded App Use. Journal of Interactive Advertising 23:1, pages 73-83.
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Yui Ha, Kunwoo Park, Su Jung Kim, Jungseock Joo & Meeyoung Cha. (2021) Automatically Detecting Image–Text Mismatch on Instagram with Deep Learning. Journal of Advertising 50:1, pages 52-62.
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Apollo Demirel. (2020) An Examination of a Campaign Hashtag (#OptOutside) with Google Trends and Twitter. Journal of Interactive Advertising 20:3, pages 165-180.
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Antigone G. Kyrousi, Eirini Koronaki, Athina Y. Zotou & Anastasios Panopoulos. One value does not ‘fit’ all: value-laden luxury advertising through the lens of consumer individuality. Journal of Marketing Theory and Practice 0:0, pages 1-24.
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Articles from other publishers (10)

Noel Yee Man Siu, Tracy Junfeng Zhang & Raissa Sui-Ping Yeung. (2023) The bright and dark sides of online customer engagement on brand love. Journal of Consumer Marketing 40:7, pages 957-970.
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Jinyoung Jinnie Yoo. (2023) Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement. Journal of Retailing and Consumer Services 75, pages 103517.
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Saleh Shuqair, Giampaolo Viglia, Diego Costa Pinto & Anna S. Mattila. (2023) Reducing Resistance to Sponsorship Disclosure: The Role of Experiential Versus Material Posts. Journal of Travel Research, pages 004728752311716.
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Nina Michaelidou, Nikoletta Theofania Siamagka, Leonidas Hatzithomas & Luciana Chaput. (2022) Femvertising practices on social media: a comparison of luxury and non-luxury brands. Journal of Product & Brand Management 31:8, pages 1285-1300.
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Mijka Ghorbani, Maria Karampela & Andrea Tonner. (2022) Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda. International Journal of Consumer Studies 46:5, pages 1960-1991.
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Cleophas Attor, Abdul Bashiru Jibril & Miloslava Chovancová. (2022) Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana. Innovative Marketing 18:3, pages 84-98.
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Cleophas Attor, Abdul Bashiru Jibril, John Amoah & Miloslava Chovancova. (2022) Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana. Management & Marketing. Challenges for the Knowledge Society 17:2, pages 156-177.
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Dean Creevey, Joseph Coughlan & Christina O'Connor. (2021) Social media and luxury: A systematic literature review. International Journal of Management Reviews 24:1, pages 99-129.
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Eleonora Pantano. (2021) When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate. Journal of Business Research 123, pages 117-125.
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Tim Thiemann & Alexander Moutchnik. 2021. Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation. Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation 113 149 .

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