Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects on SNS Communication Types of Fashion Designer Brands -SNS Consumption Value, Product Attitude, and Behavioral Intention-

패션 디자이너 브랜드의 SNS 정보전달 유형의 효과 -SNS 소비가치, 제품태도, 구매의도의 관계-

  • Soojin Lee (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Yuri Lee (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 이수진 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2023.04.30
  • Accepted : 2023.10.23
  • Published : 2023.12.31
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Abstract

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

Keywords

Acknowledgement

본 논문은 석사학위 논문의 일부임.

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