“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands
Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.
Abstract: This study examined 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 responses.
Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands
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. […]
Can we find the right balance in cause-related marketing? Analyzing the boundaries of balance theory in evaluating brand-cause partnerships.
Abstract: Cause‐related marketing (CRM) refers to the phenomenon where brands partner with causes, such as nonprofit organizations. Consumers may see some CRM partnerships as less compatible than others, however the level of perceived compatibility differs from one consumer to another. We know a great deal about how perceptions of compatibility affect attitude and behavior toward […]