Electronic Word of Mouth as a Promotional Technique by Shu-Chuan Chu Juran Kim Charles R. Taylor

Author:Shu-Chuan Chu, Juran Kim, Charles R. Taylor [Shu-Chuan Chu, Juran Kim, Charles R. Taylor]
Language: eng
Format: epub
ISBN: 9781138360907
Goodreads: 40758372
Publisher: Routledge
Published: 2018-10-11T00:00:00+00:00

5.2 Implications and limitations

This study is significant in that it focuses on the effect of hashtag utilization on SNS advertisements, a subject not previously treated in apparel study. Hashtags emerged fairly recently, so related research is inadequate. Nevertheless, hashtags greatly influence SNS: they are easy to use as a communication medium between brands and customers. Therefore, verification of the effect of hashtags on SNS fashion advertisements is a meaningful subject for study. Second, this research goes beyond traditional product or event-oriented advertisements to consider product, place, promotion, and price marketing activities of SPA brands as a new communication activity in the SNS advertisement area. Third, we verify that hashtag utilization has significantly positive effects on informativeness, enjoyment, interactivity, attitudes toward advertising, and e-WOM. As a result, fashion brands using hashtag methods may expect to encourage positive e-WOM if they understand the thoughts and interests of their customers. Fourth, we confirm that informativeness, enjoyment, and interactivity factors of SNS advertisements for SPA brands positively affect advertising results. In other words, companies should evoke customer interest and enjoyment by tying their interests to hashtags. We recommend that marketers create advertisements that encourage customer interactions with SNS and brands. Hashtags are a way to use common keywords of interest to form social consensus and emotional communications.

An indispensable factor in online marketing via SNS is the use of hashtags including simple keywords and users and location tags. The current generation is prone to communicate through online e-WOM that shares interests and opinions regarding brands. As a result, companies are using hashtags to reach customers and achieve superior marketing effects. Accordingly, in this research, we confirm the value of utilizing hashtags in SNS advertising for all marketers, not just SPA brands. Our research provides practical information for boosting the efficiency of hashtag marketing and e-WOM effects.

This study has some limitations that suggest avenues for follow-up studies. First, to exclude experimental artefacts, we used a real-life brand with a virtual stimulus as an advertisement. As a result, our ability to perfectly control factors such as brand preference was limited. Additionally, future research should use more meticulous criteria for selecting the stimuli. Second, we conducted this research analyzing big data through keyword reference as objectively and quantitatively as possible, but the linguistic nature of the data meant that we could not fully avoid subjectivity in selecting or interpreting keywords related to SPA brands. As a result, follow-up studies should develop a keyword selection method that excludes subjective views as much as possible.

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