Characteristics and Presentation Format of Fashion Branded Content Marketing on Social Media Influencing the Consumers’ Response Process
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Abstract
This research aims to study 1) the consumers’ attention levels on characteristics and presentation format of fashion fashion-branded content marketing through social media, 2) the consumers’ response process levels from viewing the content marketing through social media, and 3) the characteristics and presentation patterns of the content marketing on social media influencing the consumers’ response process. The participants consisted of 385 Generation Y consumers aged between 26 to 42 years. The instrument for collecting data was an online questionnaire with the index of item objective congruence over 0.50 and total reliability of 0.899. Statistics used for data analysis were mean, standard deviation, and multiple regression analysis.
The research revealed that 1) the consumers’ attention levels were high as the most attentive characteristic and presentation format was emotional/entertaining contents in a video format, 2) the consumers’ response process levels were high as the most responsive step was a purchase, and 3) the characteristics of fashion fashion-branded content marketing in terms of inspirational content (ß = 0.258), conceptual content (ß = 0.159), troubleshooting content (ß = 0.138), and advisable content (ß = 0.116) represented significantly positive impact on consumers’ response process in order of importance from most to least. Moreover, the presentation format in terms of infographics (ß = 0.335), videos (ß = 0.271), and texts (ß = 0.205) had a significantly positive impact on consumers’ response processes in order of influence from most to least. Benefits from this research can be used as information for fashion brand owners to use in planning their marketing communication strategies and the development of a characteristic and presentation format of content marketing through social media in order to receive the highest response from consumers.
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