Abstract

Consumers often share their various brand experiences via Instagram, which has users that indirectly enjoy brand experiences from others. Along with this trend, luxury brands have started providing brand experiences through various cultural spaces, such as cafes, restaurants, and exhibitions, and consumers obtain their experiences in those cultural spaces using social media. Consumers experience and produce user-generated content (UGC), including their pictures or videos on social media. UGC has been considered more reliable than advertisements from corporations. We collected real cases of Instagram UGC related to luxury brand experiences, typified them, and analyzed the UGC advertising effects. The analysis reveals the following: (1) the differences in UGC advertising attributes and UGC effects were identified according to the UGC types; and (2) UGC advertisement attributes have positive effects on eWOM, brand attitude, and visit intention. Academic and practical implications were discussed.

摘要

消费者经常通过 Instagram 分享他们的各种品牌体验，Instagram 的用户会间接享受他人的品牌体验。伴随着这一趋势，奢侈品牌开始通过咖啡馆、餐厅、展览等各种文化空间提供品牌体验，消费者通过社交媒体在这些文化空间中获得体验。消费者体验并制作用户生成内容 (UGC)，包括他们在社交媒体上的图片或视频。UGC 被认为比公司的广告更可靠。我们收集了 Instagram UGC 与奢侈品牌体验相关的真实案例，进行了典型化，并分析了 UGC 广告效果。分析表明：（1）根据UGC类型识别出UGC广告属性和UGC效果的差异；(2) UGC 广告属性对 eWOM、品牌态度和访问意愿有正向影响。讨论了学术和实践意义。