The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand
This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag)...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2019-10-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol21/iss3/4/ |
| _version_ | 1818216305551998976 |
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| author | XING GAO Sang Yong Kim Da Yeon Kim Seung Min Lee |
| author_facet | XING GAO Sang Yong Kim Da Yeon Kim Seung Min Lee |
| author_sort | XING GAO |
| collection | DOAJ |
| description | This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers’ interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising. |
| first_indexed | 2024-12-12T06:49:52Z |
| format | Article |
| id | doaj.art-5ca7d91644b54b71a04c592f96081632 |
| institution | Directory Open Access Journal |
| issn | 1598-7868 2765-6500 |
| language | English |
| last_indexed | 2024-12-12T06:49:52Z |
| publishDate | 2019-10-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj.art-5ca7d91644b54b71a04c592f960816322022-12-22T00:34:05ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002019-10-01213658210.15830/amj.2019.21.3.65The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury BrandXING GAO0Sang Yong Kim1Da Yeon Kim2Seung Min Lee3Korea University Business SchoolKorea University Business SchoolKorea University Business SchoolInstitute for Business Research and Education, Korea UniversityThis study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers’ interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising.https://amj.kma.re.kr/journal/vol21/iss3/4/social media advertisingsocial searchluxury brandschina |
| spellingShingle | XING GAO Sang Yong Kim Da Yeon Kim Seung Min Lee The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand Asia Marketing Journal social media advertising social search luxury brands china |
| title | The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand |
| title_full | The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand |
| title_fullStr | The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand |
| title_full_unstemmed | The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand |
| title_short | The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand |
| title_sort | effects of social media advertising on social search in china evidence from luxury brand |
| topic | social media advertising social search luxury brands china |
| url | https://amj.kma.re.kr/journal/vol21/iss3/4/ |
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