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Korean consumer perspectives on social media advertising and intention to join brand pages

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  • Alexander Muk
  • Christina Chung
  • Jonghoon Kim

Abstract

This study examines the exogenous factors that affect South Korean consumers' intentions to join brand pages. The findings suggest that utilitarian and hedonic values of social media advertising enhance users' positive attitudes toward social media advertising, but attitudes toward social media are not related to intention to join brand pages. However, utilitarian value is directly related to intention to join brand pages. Affiliation construct has a positive effect on social influence, which is a significant predictor of consumers' intentions to join brand pages. Also, social influence is a stronger indicator than utilitarian value as an exogenous variable of intention to join brand pages. The conceptual framework of this study provides a theoretical basis for explaining Korean consumers' intentions to become fans of brand pages. This is a new research domain in brand communication that offers a new direction for Asian consumer research.

Suggested Citation

  • Alexander Muk & Christina Chung & Jonghoon Kim, 2014. "Korean consumer perspectives on social media advertising and intention to join brand pages," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(4), pages 384-394, September.
    • Handle: RePEc:taf:jgsmks:v:24:y:2014:i:4:p:384-394
    DOI: 10.1080/21639159.2014.949371
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    Cited by:

    1. Kim, Jeeyeon & Kim, Mingyung & Choi, Jeonghye & Trivedi, Minakshi, 2019. "Offline social interactions and online shopping demand: Does the degree of social interactions matter?," Journal of Business Research, Elsevier, vol. 99(C), pages 373-381.
    2. Ghori, Muhammad Ashhad & Imran, Syed Monis & Pervaiz, Javeria & Aiman, Umm e Aiman, 2022. "How Motivational Factors Affect the Online Shopping Behavior: An Insight of Developing Economy Consumers," MPRA Paper 112290, University Library of Munich, Germany.
    3. Wagner, Timm F. & Baccarella, Christian V. & Voigt, Kai-Ingo, 2017. "Framing social media communication: Investigating the effects of brand post appeals on user interaction," European Management Journal, Elsevier, vol. 35(5), pages 606-616.
    4. Zou, Peng & Li, Guofeng, 2016. "How emerging market investors' value competitors' customer equity: Brand crisis spillover in China," Journal of Business Research, Elsevier, vol. 69(9), pages 3765-3771.
    5. Arash GHASEMI & Shahrzad CHITSAZ & Hamid SAEEDI, 2018. "Effective Factors on Brand Commitment in Social Networks, Emphasizing on the Role of Brand Page (A Review Study)," Postmodern Openings, Editura Lumen, Department of Economics, vol. 9(2), pages 45-69, June.

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