The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value

Taesoo Cho,Taeyoung Cho,Guosong Zhao,Hao Zhang

doi:10.3390/su12114339

Abstract

Today, social network services (SNS) advertising is frequently utilized by enterprises to communicate with consumers as it provides the best marketing effect using low-cost media. Since the value of SNS is increasing, managers need to look for more effective methods of utilizing the existing SNS channels. This study aims to provide suggestions for attracting customers and gaining an advantage amid the stiff competition among similar golf courses. To achieve the goal of this study, a questionnaire-based survey was conducted at six golf resorts in South Korea where SNS advertising has been used to enhance consumer experiences. The study found that SNS advertising and online word of mouth regarding golf resorts have a positive effect on emotive, social, and price values. Moreover, SNS advertising for golf resorts had a positive effect on the quality function value, while online word of mouth had no effect.

Highlights

With the development of wireless networks and the proliferation of mobile devices [1], we are living in a communication environment with enhanced personalization and mobility
First, social network services (SNS) advertising and online word of mouth were shown to have a positive effect on the emotional value of consumers
The results showed that SNS advertising p rovides golf resort consumers with satisfaction owing to brand information, which is important in inducing consumer

Summary

Introduction

With the development of wireless networks and the proliferation of mobile devices [1], we are living in a communication environment with enhanced personalization and mobility. Social network services (SNS) have diffused rapidly around the world, and enterprises are increasingly using SNS to attract customers and communicate with them [2]. Research shows that SNS have a positive impact on the profits and operation of enterprises, and the diversity of SNS utilization plans is increasing [3,4]. SNS adverting provides services to consumers, which leads to repeat visits. ComScore once predicted that the use of SNS as a means of service marketing will increase by more than 21%, and that it will increase in the US [6]. As SNS advertising has a relatively low cost, it can reach a variety of users, and will see increased use in the future

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Conclusion