복식문화연구 (The Research Journal of the Costume Culture)

  • 제23권3호
  • /
  • Pages.498-511
  • /
  • 2015
  • /
  • 1226-0401(pISSN)
  • /
  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
권호 표지
DOI QR코드

DOI QR Code

소셜큐레이션과 광고 - 버티컬 SNS에서 표현된 패션브랜드 이미지의 메시지 전략 -

Social curation as an advertising tool - Message strategy of fashion brand images on vertical SNS -

  • 신인준 (한양대학교 의류학과대학원) ;
  • 이규혜 (한양대학교 의류학과)
  • Shin, In Jun (Dept. of Clothing & Textiles, Graduate School, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • 투고 : 2015.05.04
  • 심사 : 2015.06.19
  • 발행 : 2015.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor's six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies

키워드

참고문헌

  1. Brito, P. Q., & Pratas, J. (2015). Tourism brochures: Linking message strategies, tactics and brand destination attributes. Tourism Management, 48, 123-138. doi:10.1016/j.tourman.2014.10.013
  2. Duh, K., Hirao, T., Kimura, A., Ishiguro, K., Iwata, T., & Yeung, C. M. A. (2012). Creating stories: Social curation of Twitter messages. Proceedings of the Sixth International AAAI Conference on Weblogs and Social Media, 447-450.
  3. Golan, G. J., & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor's six-segment message strategy wheel. Journal of Computer-Meated Communication, 13, 959-972. https://doi.org/10.1111/j.1083-6101.2008.00426.x
  4. Hall, C., & Zarro M. (2012). Social curation on the website Pinterest.com. Proceedings of the American Society for Information Science and Technology, 1-9.
  5. Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What we Instagram: A first analysis of Instagram photo content and user types. Proceedings of Association for the Advancement of Artificial Intelligence. http://149.169.27.83/instagram-icwsm.pdf
  6. Hwang, J. S., McMillan, S. J., & Lee, G. (2003). Corporate web sites as advertising: An analysis of message strategies and features among multiple product categories for both large and small companies. Journal of Interactive Advertising, 3(2), 12-32.
  7. Instagram. (2015). Our story: A quick walk through our history as a company. Retrieved May 08, 2015, from https://instagram.com/press
  8. Interbrand. (2013). The top 100 list view. Retrieved September 11, 2013, from, http://www.interbrand.com/en/best-global-brands/2013/top-100-list-view.aspx
  9. Jang, J. Y., Han, K., Shih, P. C., & Lee, D. (2015). Generation Like: Comparative characteristics in Instagram. Proceedings of CHI 2014 Crossing, 4039-4042. doi:10.1145/2702123.2702555
  10. Ju, I., & Park, J. S. (2015). Communication strategies in direct-to-consumer prescription drug advertising (DTCA): Application of the six segment message strategy wheel. Journal of Health Communication, 20(5), 546-554. doi:10.1080/00909882.2010.536846
  11. Kieu, B. T., Ichise, R., & Pham, S. B. (2015). Predicting the popularity of social curation. Knowledge and Systems Engineering: Advances in Intelligent Systems and Computing, 326, 413-424. doi:10.1007/978-3-319-11680-8_33
  12. Kim, E. H. (2010). A study of the creative strategy for a viral advertising. The Korean Journal of Advertising and Public Relations, 12(3), 255-282.
  13. Ko, A., & Kim, S. (2014). A study on fashion brand's SNS marketing: Based on Technology Acceptance Model (TAM). The Research Journal of the Costume Culture, 22(6), 1011-1027. doi:10.7741/rjcc.2014.22.6.1011
  14. Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18(1), 36-41. https://doi.org/10.1080/00913367.1989.10673141
  15. Lee, J. H. (2012). Diffusion of and trends in SNS (Social Network Service). Journal of Communications & Radio Spectrum, 44, 54-59.
  16. Lee, Y., & Rhee, Y. (2014). A study on the effects of the characteristics of fashion brand's mobile SNS on brand attachment and brand loyalty. The Research Journal of the Costume Culture, 22(5), 848-861. doi:10.7741/rjcc.2014.22.5.848
  17. Lee, T., Taylor, R. E., & Chung, W. (2011). Changes in advertising strategies during an economic crisis: An application of Taylor's six-segment message strategy wheel. Journal of Applied Communication Research, 39(1), 75-91. doi:10.1080/00909882.2010.536846
  18. Rosenbaum, S. (2011). Curation nation: How to win in a world where consumers are creators. New York: McGraw-Hill.
  19. Taylor, R. E. (1999). A six-segment message strategy wheel. Journal of Advertising Research, 39(6), 7-17.
  20. Wells, W. D. (1980). How advertising works. Chicago: Needham Harper Worldwide.

피인용 문헌

  1. A Study on the Formative Characteristics of Hanbok in SNS Proof Shot : Focused on the Women’s Hanbok vol.67, pp.3, 2017, https://doi.org/10.7233/jksc.2017.67.3.015
  2. 웨딩플래너 선택속성에 관한 에스노그라피적 연구 vol.26, pp.2, 2015, https://doi.org/10.29049/rjcc.2018.26.2.217