Recognizing Consmer Reaction and Involvment to Advertising Hashtag: An Approach Based on Market Segmentation using Self-organizing maps

Document Type : Quantitative Research Paper

Authors

1 Persian Golf University

2 Persian Gulf University

10.34785/j018.2022.668

Abstract

Objective: The purpose of this study is to identify different segments of consumers in social networks based on demographic characteristics, level of involvement and reaction to advertising through hashtags.

Methods:This research is a mix research with a combination of experiment and survey. The statistical population of this study consists of Iranian and international users of social networks. Response data to ads were collected through users' likes and comments on social networks and data on the level of involvement in ads through hashtags with a questionnaire in both face-to-face and online methods among 545 users.
Results: Based on the findings of this study, consumers in social networks were divided into three sections: relatively rational non-involved consumers, rationally involved consumers, and relatively emotionally involved consumers.

Conclusion: The first part consists of men who have the lowest level of conflict compared to the other parts and after the second part have the most logical positive and negative reactions. The second part is composed of young women who have the highest level of involvement and the most logical positive reaction, the least logical negative reaction and also the most negative emotional reaction. The third section is considered to be the youngest section and its members are also women. So far, few studies in the world have examined the reaction of consumers to advertising through social networks, but no research has examined the reaction of consumers to advertising through hashtags,

Keywords

References

References
Alhaddad, A. A. (2015). The Effect of Advertising Awareness on Brand Equity in Social Media. International Journal of e-Education, e-Business, e-Management and e-Learning, 5(2), 73-84.
Andrews, L., Bianchi, C., Wiese, M., Cuneo, A., & Hasan, S. (2018). Segmenting Brands' Social Network Site (Sns) Consumers: A Four-Country Study. Journal of International Consumer Marketing, 31(1), 22-38.
Appel, G., Grewal, L., Hadi, R., & T. Stephen, A. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27
Azima, S., Jafari, P., Motie Nasrabadi, A., & Sammaknejad, N. (2021). Evaluating Consumers' Emotional, Cognitive, and Behavioural Response to Nostalgic Stimuli in Advertising: A Mix Method Study. Consumer Behavior Studies Journal, 8(3), 140-171. (In Persian)
Bang, H. J., & Lee, W.-N. (2016). Consumer response to Ads in social network sites: an exploration into the role of Ad location and path. Journal of Current Issues & Research in Advertising, 37(1), 1-14.
Barker, S. (2018, November 27). blog/hashtag-campaigns. Retrieved from https://shanebarker.com: https://shanebarker.com/blog/hashtag-campaigns/
Behe, B. K., Bae, M., Huddleston, P., & Sage, L. (2015). The effect of involvement on visual attention and product choice. Journal of Retailing and Consumer Services, 24, 10-21.
Belanche, D., Flavián, M., & Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers’ Instagram posts. Spanish Journal of Marketing-ESIC, 24(1), 37-53.
Boateng, H., & Okoe, A. (2015). Consumers’ attitude towards social media advertising and their behavioural response. Journal of Research in Interactive Marketing, 9(4), 299-312.
Boonjing, V. & Pimchangthong, D.   (2017). Data Mining for Customers’ Positive Reaction to Advertising in Social Media, Conference: 2017 Federated Conference on Computer Science and Information Systems ,DOI:10.15439/2017F356
Bosnjak, M., Galesic, M., Tuten, T., 2007. Personality determinants of online shopping: explaining online purchase intentions using a hierarchical approach. J. Bus. Res. 60 (6), 597–605.
Bowden, J. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74
Brettel, M., Reich, J.-C., Gavilanes, J., & Flatten, T. (2015). What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model. Journal of Advertising Research, 55(2), 162-175.
Breugelmans, E. & Campo, K.(2011) Effectiveness of In-Store Displays in a Virtual Store Environment, Journal of Retailing,  vol. 87, issue 1, 75-89
Bruns, A., Burgess, J., 2011. “The use of Twitter hashtags in the formation of ad hoc publics,” paper presented at the   European   Consortium   for   Political   Research   conference,      Reykjavik      (25–27      August),      at      http://eprints.qut.edu.au/46515/,  accessed  14  October  2014.
Campbell, C., Ferraro, C., & Sands, S. (2014). Segmenting consumer reactions to social network marketing. European Journal of Marketing, 48(3/4), 432-452.
Can, U., & Alatas, B. (2019). A new direction in social network analysis: Online social network analysis problems and applications. Physica A: Statistical Mechanics and its Applications,, 535.
Chaykowski, Kathleen. 2016. Instagram pushes into shopping with new mobile tools. Forbes, Nov 1. http://www.forbes.com.
Chen, H. (2018). College-Aged Young Consumers' Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22-36.
Chi, H.H, (2011), Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan, Journal of Interactive Advertising, Vol 12 No 1 (Fall 2011), pp. 44-61.
Chitu, I., & Tecau, A. (2012). Issues related to social network advertising. Bulletin of the Transilvania University of Brasov. Economic Sciences, 5(1).
Chu, S.-C., Kamal, S., & Kim, Y. (2013). Understanding consumers' responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158-174.
Clarke, K. and R. W. Belk (1979), “The Effects of Product Involvement and Task Definition on Anticipated Consumer Effort,”Advances in Consumer Research, 6 ed., W. J. Wilkie, Proceedings of the Association for Consumer Research, Ninth Annual Conference, Miami Beach, FL, 313–318.
Dar, M., Anastassia, E., Andrew, B., & Antonio, V.-G. (2019). Excessive social media users demonstrate impaired decision making in the Iowa Gambling Task. Journal of behavioral addictions, 8(1), 169-173.
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.
Dimitriu, R., & Guesalaga, R. (2017). Consumers’ social media brand behaviors: uncovering underlying motivators and deriving meaningful consumer segments. Psychology & Marketing, 34(5), 580-592.
Erz, A., Marder, B., & Osadchaya, E. (2018). Hashtags: Motivational Drivers, their Use, and Differences between Influencers and Followers. Computers in Human Behavior, 89, 48-60.
Gallagher, K. (2018), “The influencer marketing report: the best practices and platforms brands use when tapping popular social media personalities for marketing”, Business Insider, January 11, available at: www.businessinsider.com/the-influencer-marketing-report-2018-1/?IR=T (accessed March 17, 2018).
Giannoulakis, S., & Tsapatsoulis, N. (2015). Instagram Hashtags as Image Annotation Metadata. In IFIP International Conference on Artificial Intelligence Applications and Innovations , 206-220.
Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196-206.
Gummerus, J., Liljander, V., Weman, E. and Pihlström, M. (2012), "Customer engagement in a Facebook brand community", Management Research Review, Vol. 35 No. 9, pp. 857-877. https://doi.org/10.1108/01409171211256578
Hamouda, M. (2018). Understanding social media advertising effect on consumers’ responses. Journal of Enterprise Information Management.
Hansen, S. S., Lee, J., & Lee, S.-Y. (2014). Consumer-generated ads on YouTube: Impacts of source credibility and need for cognition on attitudes, interactive behaviors, and eWOM. Journal of Electronic Commerce Research, 15(3), 254-266.
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388-396.
Herjanto, H., Gaur, S., & Yap, S.-F. (2016). Consumer emotional responses to emotional appeal advertising within an online social network context. Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing, 226-233.
Houghton, D., Pressey, A., & Istanbulluoglu, D. (2020). Who Needs Social Networking? An Empirical Enquiry into the Capability of Facebook to Meet Human Needs and Satisfaction with Life. Computers in Human Behavior, 104, 106153.
Huang, C.Y., Chou, C.J., Lin, P.C., 2010. Involvement theory in constructing bloggers’ intention to purchase travel products. Tour. Manag. 31 (4), 513–526.
Ibba, S., Orrù, M., Pani, F., & Porru, S. (2015). Hashtag of Instagram: From Folksonomy to Complex Network. 7th International Conference on Knowledge Engineering and Ontology Development, 279-284.
Islam, M. A., & Kumar, B. (2020). Nexus Between Social Network, Social Media Use, and Loneliness: A Case Study of University Students, Bangladesh. In P. O. Pablos, X. Zhang , & C. Kwok Tai , Innovative Management and Business Practices in Asia (pp. 228-243). IGI Global.
Izadi, H., Bahrinizad, M., & Esmaeilpour, M. (2019). Segmenting Consumers in Social Networks Based on Social Motivations of Engagement in Electronic Word of Mouth Relationships. Journal of Business Management, 11(1), 201-218. (In Persian)
Jain, N., Agarwal, P., & Pruthi, J. (2015). HashJacker- Detection and Analysis of Hashtag Hijacking on Twitter. International journal of computer applications, 114(19), 17-20.
Jones, R. H. (2014). Advertising Culture: New challenges for stylistics. Hong Kong: Cambridge University Press.
Kim,T. & Phua, J.(2020): Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands, Journal of Interactive Advertising, DOI: 10.1080/15252019.2020.1734120
Krugman , Herbert E. 1965 . “The Impact of Television Advertising: Learning Without Involvement.” Public Opinion Quarterly 29 ( September/October ): 349 – 94 . [Google Scholar]
Kusumasondjaja, S., & Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research.
Laaksonen, P. (1994). Consumer Involvement: Concepts and Research. London, UK: Routledge.
Lambrecht, A., Tucker, C., & Wiertz, C. (2018). Advertising to Early Trend Propagators: Evidence from Twitter. Marketing Science, 37(2), 177-199.
Li, X., Wang, Y., & Yu, Y. (2015). Present and future hotel website marketing activities:Change propensity analysis. International Journal of Hospitality Management, 47, 131-139.
Martin, F.,  Wang,  C., Petty,  T.,  Wang,  W.,  &  Wilkins,  P. (2018). Middle School Students’ Social Media Use. Educational Technology & Society, 21 (1), 213–224.
McClure, C., & Seock , Y.-K. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53, 101975.
McGoogan, C. (2017). Hashtag turns 10: Seven facts you didn’t know about the trending symbol. Retrieved February 19, 2018, from http://www.telegraph.co.uk/technology/2017/08/23/hashtag-turns-10-seven-facts-didnt-know-trending-symbol/
Namin, A., Hamilton, M., & Rohm, A. (2020). Impact of message design on banner advertising involvement and effectiveness: An empirical investigation. Journal of Marketing Communications, 26(2), 115-129.
Öztamur, D., & Karakadılar, İ. (2014). Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective. Procedia-Social and behavioral sciences, 150, 511-520.
Pansari, A., Kumar, V. Customer engagement: the construct, antecedents, and consequences. J. of the Acad. Mark. Sci. 45, 294–311 (2017). https://doi.org/10.1007/s11747-016-0485-
Patterson, M. (2015, Agust 10). 7-examples-of-successful-hashtag-campaigns. Retrieved from https://www.tintup.com: https://www.tintup.com/blog/7-examples-of-successful-hashtag-campaigns/
Paquette, H. (2013). Social Media as a Marketing Tool: A Literature Review. digitalcommons.uri.edu.
Pérez-Hernández, L. (2018) Building brand narratives with hashtags on Twitter: A cognitive-pragmatic analysis on the emergence of a new advertising subgenre ,Pragmatics & Cognition 25(3):515-542.DOI: 10.1075/pc.18020.per
Pikas, B., & Sorrentino, G. (2014). The effectiveness of online advertising: consumer’s perceptions of ads on Facebook, Twitter and YouTube. Journal of Applied Business and Economics, 16(4), 70-81.
Punel, A., & Ermagun, A. (2018). Using Twitter network to detect market segments in the airline industry. Journal of Air Transport Management, 73, 67–76.
Rani, S., & Kumar, M. (2020). Social media video summarization using multi-Visual features and Kohnen's Self Organizing Map. Information Processing and Management, 57(3), 102190.
Rauschnabel, P. A., Sheldon, P., & Herzfeldt, E. (2019). What motivates users to hashtag on social media? Psychology & Marketing, 36(5), 473-488.
Saxena, A., Chaturvedi, K., & Rakesh, S. (2018). Analysing Customers Reactions on Social Media Promotional Campaigns: A Text-mining Approach. Paradigm, 22(1), 80-99.
Schreiner, T., Rese, A., & Baier, D. (2019). Multichannel personalization: Identifying consumer preferences for product recommendations in advertisements across different media channels. Journal of Retailing and Consumer Services, 48, 87-99.
Seifollahi, N., & Eskandari, N. (2021). Social media marketing and consumer buying intentions; mediation of brand Image and awareness. Consumer Behavior Studies Journal, 8(3), 199-220. (In Persian)
Shao, W., Ross, M., & Grace, D. (2015). Developing a motivation-based segmentation typology of Facebook users. Marketing Intelligence & Planning, 33(7), 1071-1086.
Shin, J., Chae, H., & Ko, E. (2018). The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands. International Journal of Advertising, 37(1), 71-85.
Stathopoulou, A., Borel, L., Christodoulides, G., & West, D. (2017). Consumer Branded #Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement? Psychology & Marketing, 34(4), 448-462.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.
Swani, K., Brown, B. P., & Milne, G. R. (2014). Should tweets differ for b2b and b2c? An analysis of fortune 500 companies' Twitter communications. Industrial Marketing Management,43(5), 873-881.
Toor, A., Husnain, M., & Hussain, T. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. AJBA, 10(1), 167-199.
Trivedi, R. H., & Teichert, T. (2019). The effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender. Journal of Business Research, 99, 197-205.
Voorveld, H. A., Van Noort, G., Muntinga, D., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38-54.
Wang, Y., Wang, J., Yao, T., Li, M., & Wang, X. (2020). How does social support promote consumers' engagement in the social commerce community? The mediating effect of consumer involvement. Information Processing & Management, 57(5), 102272.
West, C. (2019, February 20). insights/hashtag-analytics. Retrieved from https://sproutsocial.com: https://sproutsocial.com/insights/hashtag-analytics/
Xue, F., & Phelps, J. (2013). Self-Concept, Product Involvement, and Responses to Self-Congruent Advertising. Journal of Current Issues & Research in Advertising, 34(1), 1-20.
Yang, T., 2012. The decision behavior of Facebook users. J. Comput. Inf. Syst. 52 (3), 50–59.
Ye, Z., Hashim, N., Baghirov, F., & Murphy, J. (2018). Gender differences in instagram hashtag use. Journal of Hospitality Marketing & Management, 27(4), 386-404.
Zappavigna, M. (2011). Ambient affiliation: A linguistic perspective on Twitter. New Media & Society,13(5), 788-806.
Zaichkowsky , Judith L. 1985 . “Measuring the Involvement Construct.” Journal of Consumer Research 12 ( December ): 341 – 52 . [Crossref], [Web of Science ®], [Google Scholar]

Files

Share

How to cite

Statistics