Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

Motivations and Characteristics of Hashtag Users

  • Kim, Gwon-Il (Dept. of Fashion Industry, Incheon National University) ;
  • Jung, Ga Yeon (Dept. of Business Administration, Incheon National University) ;
  • Song, Ye Ji (Dept. of Fashion Industry, Incheon National University) ;
  • Park, Jee-Sun (Dept. of Fashion Industry, Incheon National University)
  • Received : 2015.11.17
  • Accepted : 2015.12.21
  • Published : 2015.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

In social environments, hashtags have been widely adopted and have become a new form of language for users. The current study attempts to enhance our understanding of users and their motivations to use hashtags when posting fashion-related information. Specifically, this study examines whether user characteristics (fashion leadership, conspicuousness) influence their motivations to use hashtags (curation, self-presentation, information diffusion), which then leads to behavioral intentions to continue to use hashtags and recommend the same to others. An online survey was administered to test our research questions. A total of 136 consumers in their 20s, 30s, and 40s living in Korea were used for data analysis. Structural equation modeling was conducted, which revealed that fashion leadership and conspicuousness had a positive impact on users' motivations of curation, self-presentation, and information diffusion. Motivations of self-presentation and information diffusions were found to affect users' behavioral intentions while curation had no significant impact. Practical implications are presented.

Keywords

References

  1. Adler, M. (2013). Gender expression in a small world: Social tagging of transgender-themed books. Proceedings of the American Society for Information Science and Technology, 50(1), 1-8.
  2. Age distribution of active social media users worldwide as of 3rd quarter 2014, by platform. (2015). Statista. Retrieved December 10, 2015, from http://www.statista.com/statistics/274829/age-distribution-of-active-social-media-users-worldwide-by-platform/
  3. Ahn, S. (2015, April). Hashtag. Navercast. Retrieved November 10, 2015, from http://navercast.naver.com/contents.nhn?rid=122&contents_id=88485
  4. Chaudhuri, H. R., &Majumdar, S. (2006). Of diamonds and desires: Understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 11(2/3), 2-18.
  5. Choi, T. (2014, July). #Hashtag_Generations. Esquire. Retrieved November 10, 2015, from http://navercast.naver.com/magazine_contents. nhn?rid=1415&rid=&contents_id=61595
  6. DMC Media. (2015, February 6). Marketing using third generation SNS, Instagram. DMC Media. Retrieved November 10, 2015, from http://www.dmcreport.co.kr/content/ReportView.php?type=Global%20Issue&id=7165&gid=12
  7. Efron, M. (2010, July). Hashtag retrieval in a microblogging environment. In Proceedings of the 33rd International ACM SIGIR Conference on Research and Development in Information Retrieval (pp. 787-788). ACM.
  8. Ellison, N., Heino, R., & Gibbs, J. (2006). Managing impressions online: Self?presentation processes in the online dating environment. Journal of Computer Mediated Communication, 11(2), 415-441. https://doi.org/10.1111/j.1083-6101.2006.00020.x
  9. Firat, A. F. (1991). The consumer in postmodernity. Advances in Consumer Research, 18(1), 70-76.
  10. Goffman, E. (1959). The presentation of self in everyday life. New York: Anchor Books.
  11. Goldsmith, R. E., Heitmeyer, J. R., & Freiden, J. B. (1991). Social values and fashion leadership. Clothing and Textiles Research Journal, 10(1), 37-45. https://doi.org/10.1177/0887302X9101000106
  12. Hong, W. M. (2012). The effect of social network service characteristics on trust, commitment, and loyalty of fast fashion brands (Unpublished master's thesis). Konkuk University, Seoul, Korea.
  13. Huang, J., Thornton, K. M., & Efthimiadis, E. N. (2010, June). Conversational tagging in twitter. Proceedings of the 21st ACM Conference on Hypertext and Hypermedia (pp. 173-178). ACM.
  14. Kaiser, S. B. (1990). The social psychology of clothing (2nd ed.). New York: Macmillan.
  15. Karr, D. (2015, Mar 28). 15 tools for hashtag research and management. Marketing TechBlog. Retrieved November 10, 2015, from https://www.marketingtechblog.com/hashtag-research-tools/
  16. Kim, H. R., Shin, H. W., Rhee, J. Ha, O. Su., & Kim, T. I. (2004). The study on consumer in second hand luxury market. Journal of Fashion Business, 8(2), 15-25.
  17. Ko, J., Shin, J., Ko, E., & Chae, H. (2014). The effects of image based fashion brands' SNS toward flow and brand attitude: Focus on pleasure emotion as mediator. Fashion and Textile Research Journal, 16(6), 908-920. https://doi.org/10.5805/SFTI.2014.16.6.908
  18. Korea Internet & Security Agency (2014). SNS usage trends and key issues. Korea Internet & Security Agency. Retrieved November 10, 2015, from http://www.kisa.or.kr/public/library/IS_View.jsp?mode=view&p_No=158&b_No=158&d_No=204&cPage=&ST=TC&SV=
  19. Lee, J. (2013). A study on fashion leadership of clothing and make-up, information sources, and ongoing information search. Journal of Fashion Business, 17(1), 157-169. https://doi.org/10.12940/jfb.2013.17.1.157
  20. Lee, J. & Choi, Y. (2015). Why people use social media? A comparison of open and closed SNSs. Korean Journal of Journalism & Communication Studies, 59(1), 115-148.
  21. Lee, S.-H. & Workman, J. E. (2013). Gossip, self-monitoring, and fashion consumer groups. Clothing and Textiles Research Journal, 31(2), 67-80. https://doi.org/10.1177/0887302X13481262
  22. Lee, H.-J. Choi, M.-H. & Park, M.-K. (2012). The effects of self-efficacy and user's cognitive factors on reuse intention of SNS. Korea Society for Information Management, 9, 145-167.
  23. Liu, Z., & Jansen, B. J. (2013, February). Factors influencing the response rate in social question and answering behavior. Proceedings of the 2013 Conference on Computer Supported Cooperative Work (pp. 1263-1274). ACM.
  24. Mason, J. B. & Bellenger, D. (1973/1974). Analyzing high fashion acceptance. Journal of Retailing, 49(4), 79-96.
  25. McCracken, G. (1987). The history of consumption: A literature review and consumer guide. Journal of Consumer Policy, 10(2), 139-166. https://doi.org/10.1007/BF00411633
  26. Moon, H.-K. & Choo, H.-J. (2008). The effects of clothing consumption values on ambivalent clothing consumer behavior. Journal of the Korean Society of Costume, 58(2), 1-14.
  27. Morrison, K. (2015. Nov. 4). 7 do's and don'ts for using hashtags. Social Times. Retrieved November 20, 2015, from http://www.adweek.com/socialtimes/7-dos-and-donts-for-usinghashtags/629422
  28. Park, J. Y., Chung, S., & Jeon, Y. (2012). A study on intention to use and word-of-mouth for fashion social network service. Journal of the Korean Society of Clothing and Textiles, 36(1), 36-45. https://doi.org/10.5850/JKSCT.2012.36.1.36
  29. Phillips, B. J., Miller, J., & McQuarrie, E. F. (2014). Dreaming out loud on Pinterest: New forms of indirect persuasion. International Journal of Advertising, 33(4), 633-655. https://doi.org/10.2501/IJA-33-4-633-655
  30. Polegato, R., &Wall, M. (1980). Information seeking by fashion opinion leaders and followers. Home Economics Research Journal, 8(5), 327-338. https://doi.org/10.1177/1077727X8000800504
  31. Rossi, L., & Magnani, M. (2012, May). Conversation Practices and Network Structure in Twitter. ICWSM. Retrieved November 10, 2015, from http://www.aaai.org/ocs/index.php/ICWSM/ICWSM12/index
  32. Rzeszotarski, J. M., Spiro, E. S., Matias, J. N., Monroy-Hernandez, A., & Morris, M. R. (2014, April). Is anyone out there?: unpacking Q&A hashtags on twitter. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 2755-2758). ACM.
  33. Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of Consumer Research, 30(3), 385-404. https://doi.org/10.1086/378616
  34. Son, J. (2015, 3. 6). Instagram Power. Maeil Business News. Retrieved November 10, 2015, from http://news.mk.co.kr/newsRead.php?year=2015&no=215389
  35. Studak, C. M., & Workman, J. E. (2004). Fashion groups, gender, and boredom proneness. International Journal of Consumer Studies, 28(1), 66-74. https://doi.org/10.1111/j.1470-6431.2004.00335.x
  36. Sung, H., & Kim, E. Y. (2015). A comparative analysis of psychological for factors predicting market mavenism and fashion leadership. Journal of Fashion Business, 19(5), 77-92.
  37. Tidlund, J., & Ohman, C. (2015). Nonhuman consumers: A study on the role of hashtags in digital value production. Unpublished work. Retrieved November 10, 2015, from http://www.diva-portal.org/smash/get/diva2:819021/FULLTEXT01.pdf
  38. Tuten, T. L., & Solomon, M. R. (2013). Social media marketing. Upper Saddle River, NJ: Pearson.
  39. Veblen, T. B. (1899). The theory of the leisure class. Boston: Houghton Mifflin.
  40. Yang, L., Sun, T., Zhang, M., & Mei, Q. (2012,). We know what@ you# tag: does the dual role affect hashtag adoption? Proceedings of the 21st International Conference on World Wide Web (pp. 261-270). ACM.
  41. Zhao, M.-Y. & Cho, S.-H. (2014). Examining psychological factors influencing purchase intention of smart phone in Korea and Chinese adolescents. Journal of Digital Convergence, 12(11). 71-79. https://doi.org/10.14400/JDC.2014.12.11.71