| abstract |
| Background Twitter marketing campaigns are used in fashion industries. The purpose of this study was to examine the effects of twitter promotion of new fashion product on purchase intention. It`s specifically meant to investigate the consumers` responses toward the new product by analyzing the messages posted on twitter.
Method Qualitative research method was used in this study. 78 twitter messages about a Nike product, Lunar Eclipse+2 were collected and analyzed to examine the consumer`s responses according to the grounded theory. The findings of the study were as follows:
Result First, the messages were classified into five superordinate categories and nine subordinate categories. The superordinate categories were cognitive responses, affective reponses, interaction, purchase intention and product attachment. The cognitive reponses are composed of functional, social, and aesthetic benefits. The affective responses are classified into pleasure, arousal and negative emotions. And the interaction includes the requirements for product information, the provision of product information and the advices for product choice and recommendation. We suggest the product - cognitive/affective responses - purchase intention paradigm based on the relationships among categories.
Conclusion All the findings of this study proved that the twitter promotion of the new Nike product Lunar Eclipse+2 was very effective, which made strategic use of consumer characteristics to boost communication. |
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| Key Words |
| 트위터 신제품 인지적 반응 정서적 반응, Twitter New product cognitive response affective response |
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