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http://dx.doi.org/10.5805/SFTI.2015.17.6.942

The Effects of Usage Motivation of Hashtag of Fashion Brands’ Image Based SNS on Customer Social Participation and Brand Equity : Focusing on Moderating Effect of SNS Involvement  

Chae, Heeju (Dept. of Clothing & Textiles, Yonsei University)
Shin, Jiye (Dept. of Clothing & Textiles, Yonsei University)
Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
Publication Information
Fashion & Textile Research Journal / v.17, no.6, 2015 , pp. 942-955 More about this Journal
Abstract
Hashtag has emerged and become one of cultural trend. Given that more and more firms in the fashion industry are using hashtag on images based on SNS to provide information of their products and to communicate with their customers. Especially, hashtags through voluntary participation of users provides the perspective of how customers consume their products. Therefore, this study focused on the using motives of hashtag in image based SNS with customer social participation as mediator towards brand equity. The purpose of this study is (1) to investigate the usage motivation of hashtag of image contents based SNS, (2) to expose how each usage motive affects customer social participation and (3) to find out how customer social participation has an effect on brand equity. In order to achieve the objectives of this study, first we conducted an in-depth interview on 8 image based SNS heavy users to understand the using motives of hashtags. Furthermore, we conducted online surveys amongst people aged between 20s and 30s of image contents based SNS users. As a result of this study, followings were figured out. First, four of usage motivation of hashtag were examined through in-depth interview and previous studies; interest sharing, social interaction, ease of use and enjoyment. Second, usage motivation of hashtag has a significant effect on customer social participation. Third, customer-media participation and customer-customer participation impact positively on brand equity. Lastly, level of customer social participation has the moderating effect on the relationship between motivation of hashtag and customer social participation.
Keywords
hashtag; fashion brands’ image based SNS; customer social participation; brand equity; SNS involvement;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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