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The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value
| Content Provider | MDPI |
|---|---|
| Author | Cho, Taesoo Cho, Taeyoung Zhao, Guosong Zhang, Hao |
| Copyright Year | 2020 |
| Description | 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. |
| Starting Page | 4339 |
| e-ISSN | 20711050 |
| DOI | 10.3390/su12114339 |
| Journal | Sustainability |
| Issue Number | 11 |
| Volume Number | 12 |
| Language | English |
| Publisher | MDPI |
| Publisher Date | 2020-05-26 |
| Access Restriction | Open |
| Subject Keyword | Sustainability Tourism, Leisure, Sport and Hospitality Golf Resort Sns Advertising Online Word of Mouth Brand Price |
| Content Type | Text |
| Resource Type | Article |
