The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands

ABSTRACT

The dissemination and utilization of personal mobile social network services (SNS) have created new trends. The effects of the increase in the use of the hashtag are especially significant for brands that seek to use electronic word-of-mouth (e-WOM) in the rapidly changing environment of SNS marketing strategies, as it supplements their quick merchandise turnover rates. This study aims to examine the advertising effects of marketing activities (product, place, promotion, and price) and the hashtag used in the SNS advertising of SPA brands. The research collects words related to SPA brands through the analysis of the data of SNS utilized over six months. To test the hypothesis, an experimental design of 4 (product/place/promotion/price) × 2 (hashtag/no hashtag) was carried out. The results showed that the differences for various types of SNS fashion marketing, broadening the scope of existing research studies that focus on the impact of SNS in the marketing environment.

KEYWORDS:

• Hashtag
• marketing activities
• interactivity
• e-WOM
• advertising effect

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Jiye Shin

Jiye Shin (MS, Yonsei University) is a graduate from the Department of Clothing & Textiles in Yonsei University. Her research interests include online shopping, social media Marketing, and brand image.

Heeju Chae

Heeju Chae (PhD, Yonsei University) is an assistant professor in the Department of International Trade and Commerce at Kyungsung University. Her research interests include social media marketing, social responsibility, sustainable brand marketing, retailing, consumer behavior, and customer equity.

Eunju Ko

Eunju Ko (PhD, Virginia Tech) is a professor of Fashion Marketing and an adjunct professor of Culture & Design Management Program in Yonsei University. Her research interests include social media marketing, luxury branding, and sustainable & fashion culture management. Her work has appeared in such journals as the Journal of Business Research, International Marketing Review, Psychology & Marketing, and Journal of Global Fashion Marketing, among others.