BUS631: Brand Management

Data collection

To collect the data, this study used a web-based survey with adult consumers in South Korea who followed more than one fashion brand’s social networking site (SNS). The survey was administered by a professional panel provider in South Korea, and 290 usable responses were collected for analysis. Upon arrival at the survey site, participants read a brief introduction regarding the study and the definition of SNS. Then, they were asked to name the SNS brand page they had most recently visited and to consider this SNS page when answering the questionnaire.

Measures

The survey contained multi-item questions designed to measure key research variables (see Table 2). All variables, except for usefulness, positive emotions, and demographic information, were assessed using a seven-point Likert scale (one = strongly disagree; seven = strongly agree). Usefulness and positive emotions were also measured on a seven-point scale with semantic differential items. All measures were adopted from previous studies, which demonstrated evidence of reliability and construct validity. A total of seven items were used to capture perceived values involved in information interactions - four items for usefulness and three items for enjoyment. Positive emotions were measured using a four-item scale from Nambisan and Baron. Experiential states were measured in terms of satisfaction, cognitive engagement, and elaboration. Two items from Song and Zinkhan were used to gauge satisfaction; three items from Lin et al. assessed cognitive engagement; and a five-item elaboration scale from Oh and Sundar and Kahlor et al. was used to measure elaboration. Consumer engagement intentions and curiosity were assessed using five items adopted from Verhagen et al. and two items from Huang), respectively.