Korean consumer perspectives on social media advertising and intention to join brand pages

Abstract

This study examines the exogenous factors that affect South Korean consumers' intentions to join brand pages. The findings suggest that utilitarian and hedonic values of social media advertising enhance users' positive attitudes toward social media advertising, but attitudes toward social media are not related to intention to join brand pages. However, utilitarian value is directly related to intention to join brand pages. Affiliation construct has a positive effect on social influence, which is a significant predictor of consumers' intentions to join brand pages. Also, social influence is a stronger indicator than utilitarian value as an exogenous variable of intention to join brand pages. The conceptual framework of this study provides a theoretical basis for explaining Korean consumers' intentions to become fans of brand pages. This is a new research domain in brand communication that offers a new direction for Asian consumer research.

Facebook marketing for fashion apparel brands: Effect of other consumers’ postings and type of brand comment on brand trust and purchase intention

“…This study suggests that as positive feedback toward the brand from other consumers is influential to consumers, brand marketers have to focus on positive other-consumer postings on the Facebook brand page (Muk et al, 2014). It also shows that purchase intention was not influenced by either other-consumer postings or brand comments.…”

“…There is also a possible risk of damaged brand image due to a lack of control over consumer posts, which can be very difficult to undo. The main concern over the effectiveness of Facebook marketing on brand pages is the brand's response strategy in controlling the direction of the conversation on their page (Muk et al, 2014). Qualitative responses with interesting content and information create perceptions that the brand does care about its consumers.…”

“…These social connections enhance the ways in which marketers reach consumers. For fashion brands, a Facebook brand page is a helpful marketing tool as it can reach multiple audiences across the social media platform (Muk, Chung, & Kim, 2014). While Facebook marketing is a popular strategy for brands (Phan, Thomas, & Heine, 2011), there is debate over its effectiveness due to a lack of control and its associated costs.…”

Effective Factors on Brand Commitment in Social Networks, Emphasizing on the Role of Brand Page (A Review Study)

“…Therefore, the attitudes create the rules, contributing leading behaviors. Social facto-mental principles refer to the effect of society (friends) on the person to make decision about joining and following a brand page (Muk, Chung & Kim, 2014).…”

“…The companies can create brand pages in social media through considering the need of consumers for familiarizing as a capital to make a relationship with constant customers and nurture their familiarity sense through selfinteraction (Yan, 2011). (Korgaonkar & Wolin, 1999) (Katz, Blumler & Gurevitch, 1974) (Karson, McCloy and Bonner, 2006) Web advertisement recreation value helps the consumers to have a joyful experience of exchanging the advertisements (Ducoffe, 1995) which is other important value of advertisement, involving the consumers in advertising messages (Muk, Chung & Kim, 2014) (Price & Arnould, 1999).…”