Earticle

초록

영어

Hashtags (#) have received a great deal of attention from academia and industry as an effective digital tool for engaging social media users and facilitating electronic word-of-mouth for brands. We delved into motivations concerning people’s brand-related hashtag-posting behavior on social media. The findings revealed three motivations for posting brand-related hashtags on social media: social acceptance, brand altruism, and incentive seeking. Additionally, we examined the relationships between motivations and brand relationship variables. The results showed that social acceptance and brand-related altruism predicted all of the five relationship variables (i.e., brand attitude, brand trust, brand affective and calculative commitment and brand loyalty), while incentive-seeking predicted brand calculative commitment and brand loyalty. The findings of the study provide some meaningful insights into the development of brand communication strategies and help marketers capitalize on social media platforms to achieve higher user involvement.

목차

Abstract
1. INTRODUCTION
2. BACKGROUND AND LITERATURE REVIEW
2.1 Characteristics of Hashtags
2.2 Motivations for Posting Brand Hashtags on Social Media
2.3 Brand Relationship
3. METHODOLOGY
3.1 Sample and Procedure
3.2 Measures
4. RESULTS
4.1 Sample Characteristics
4.2 Motivations for Brand Hashtag-Posting Behavior
4.3 Relationship between Motivations and Relationship Variables
5. DISCUSSION
5.1 Limitations and Further Research
5.2 Conclusion
References

키워드

저자

• Zhiquao Gu [ M.A., College of Journalism and Communications, University of Florida, U.S.A. ]
• Eunice (Eun-Sil) Kim [ Assistant Professor, Department of Psychology, Ewha Woman’s University, Korea ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380