The Resourcefulness of Sponsored Contents on Social Media -A Netnographic Approach to Customer Inspiration Cues-
- Authors
- Rhee, Hyunjeong; Lee, Kyu Hye
- Issue Date
- Dec-2022
- Publisher
- 한국패션비즈니스학회
- Keywords
- social media; micro influencers; customer inspiration; fashion; sponsorship disclosure
- Citation
- Journal of Fashion Business, v.26, no.6, pp.116 - 132
- Indexed
- KCI
- Journal Title
- Journal of Fashion Business
- Volume
- 26
- Number
- 6
- Start Page
- 116
- End Page
- 132
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/182261
- DOI
- 10.12940/jfb.2022.26.6.116
- ISSN
- 1229-3350
- Abstract
- Fashion marketing activity performed by social media influencers (SMIs) has grown exponentially in the past years. Research regarding their marketing power is often discussed in the context of sponsorship disclosure, in order to overcome obstacles of impending regulations that may endanger the authenticity SMIs are perceived to have compared to traditional marketing agents. Upon recent heterogeneous findings, a netnographic approach was taken to examine the actual sponsored posts of SMIs on Instagram. Based on two representative cases that received media coverage, a qualitative analysis of 1,058 comments on Instagram showed customer inspiration and informational social influence regardless of sponsorship disclosures present. Regarding customer inspiration, high frequency of comments including choice imitation intentions was observed. Under certain conditions, customer responses were focused on the SMI’s expertise irrespective from the brand being endorsed. Findings show future implications from both an academic and industry-focused perspective for future potential of SMIs in fashion marketing.
- Files in This Item
-
Go to Link
- Appears in
Collections - 서울 생활과학대학 > 서울 의류학과 > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.