The advent of Web 3.0 and mobile device is expanding the usage of SNS in terms of
response rate and real-time event. SNS advertising is an effective marketing strategy
that facilitates productive communication between companies and consumers. With
the development of SNS channel, companies, which simultaneously manage hashtag,
are increasing. Recently, there is an increase in fashion brands that use hashtag, due to
the higher advertising effect, such as consumers’ electronic Word-Of-Mouth (e-
WOM). However, despite the increasing importance of hashtag and SNS advertising,
only few of previous studies have been conducted. There is a need for in-depth
research on advertising attributes that cause the practical view of marketing strategies
for fashion brands.
This study aims to extract keywords of SPA brands by marketing activities, also as
kwon as 4Ps (Product/Place/Promotion/Price) and examine the effects of these
attributes on advertising value and advertising effect. In order to achieve objective of
this study, a preliminary study and main survey were conducted respectively. In
preliminary study, keywords related to marketing activities of SPA brands through
social big data and in-depth interview. In main survey, the effects of hashtag and
marketing activities on informativeness, enjoyment, interactivity, attitude towards
advertising and e-WOM were analyzed. An experimental model of 2 (hashtag/no hashtag) x 4 (product/place/promotion/price)
is designed. A total of 782 males and females in 20’s and 30’s are surveyed online and
their responses are ranked on a 7-point Likert scale. These results are analyzed using
SPSS 21.0, combined with a two-way ANOVA and a multiple regression.
Preliminary study reveals that consumer-based keywords are mainly derived
accordingly to marketing activities. Most keywords are held with the goals of reviews
of products and comments of reasonable price. Eight types of SNS advertisements by
SPA brands are used as a stimulus to quantitatively verify the effectiveness of SNS
advertising. The results unveil the following. First, hashtag has a significant effect on advertising value and advertising effect. Second, there is an interaction between
marketing activities and the hashtag. In addition, results show that the advertising
value and advertising effect are significantly different according to various types of
SNS fashion marketing, broadening the scope of existing research studies that merely
focus on the impact of SNS in the marketing environment. Third, advertising value
and interactivity affect advertising effectiveness. It is also confirmed that
informativeness, enjoyment, and interactivity have a positive impact on advertising.
This study provides an important resource for SNS advertising by examining the
effect of hashtag and marketing activities, especially focusing on SPA brands.
Moreover, it is expected to make a significant contribution to provide practical
implications for companies to achieve positive brand image and effective e-WOM.