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Annual Conference 2019

du 28 au 31 March 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.


4.2a "#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-Market Cosmetic Brands

samedi 30 mars 2019 à 08:30–10:00 CDT
2-Normandy B
Abstract

This study examined the effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards empowering campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitude toward the hashtags. Furthermore, consumer responses to the two hashtag types varied across luxury and mass-market cosmetic brands. When cosmetic brands used brand name hashtags, consumer responses were comparable across both brand types, but when brands used empowering campaign hashtags, perceived luxury affected consumer

First & Corresponding Author

Taeyeon Kim, University of Georgia
Authors in the order to be printed.

Taeyeon Kim, University of Georgia; Joe Phua, University of Illinois

Additional Authors

Joe Phua, University of Georgia
Chargement en cours …