Merchandising/Marketing/Retailing: Branding

The Influence of Interactive Social Media Advertising on Consumer Experience and Fashion-Product Brand Evaluation

---

Abstract

The present study examined the association between the interactivity within social media advertisement and the consumer experience from Pine and Gilmore’s experience economy using the 4Es. In addition, this study further investigated the relationship between the 4Es (i.e., entertainment, esthetic, educational, and escapist experiences) and perceived value associated with a brand. A 2 (fashion-product category) x 2 (level of interactivity) experimental design study was employed, and the structural model was tested using SEM and yielded an acceptable fit. The results showed that highly interactive social media ads such as Instagram Stories effectively enrich entertainment and esthetic experiences. Also, perceived value associated with a brand was influenced by the 4Es, with the exception of escapist experience. The findings inform the strategic use of interactive features in social media advertising design.

Keywords: Interactivity, social media advertising, consumer experience, perceived value

How to Cite:

Kim, K., Chung, T. & Fiore, A., (2022) “The Influence of Interactive Social Media Advertising on Consumer Experience and Fashion-Product Brand Evaluation”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13692