Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands

Journal of Interactive Advertising.

Abstract: Through 2 studies, this research examined consumer responses to empowerment hashtags in social media-based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes towards empowerment campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitudes toward the hashtags. Furthermore, consumer responses to the two hashtag types varied depending on the “sophistication” dimension of brand personality. Study 2 extended Study 1 by further examining the effects of empowerment hashtags on consumers’ attitudes toward ads and consumer-brand identification. Participants perceived greater information value from empowerment hashtags, showed more favorable attitudes toward the ads with empowerment hashtags, and identified more strongly with advertised brands. Theoretical and practical implications are discussed.

Taeyeon Kim  Joe Phua 

Related Research


Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers

Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]

Bartosz Wojdynski
read more
Increasing the Efficacy of Emotional Appeal Ads on Online Video Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior

Abstract: Using an experimental tool that tracks the viewers’ real-time ad skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of […]

Hye Jin Yoon
read more