지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2011.4
- 수록면
- 141 - 150 (10page)
이용수
초록· 키워드
오류제보하기
Consumers in the digital era are empowered to interact with brands and highlight their consumption experiences by creating their own user-generated content sites such as blogs. Yet this important marketing phenomenon of Conspicuous Consumption-Oriented Blogging has been little researched. This paper seeks to address that by expanding our understanding of conspicuous consumption in the computer mediated environment. Using the context of branded coffee buying behaviour, the paper examines consumers in Korea and their impression management by brand association on their personal blogs.
A total 185 sample blogs were identified by a thorough search of blogs via the naver.com, the most popular search engine of South Korea. A systematic coding scheme was developed based on existing research on digital self-presentation strategies and conspicuous consumption behaviours.
The resulting content analysis of consumption-oriented blogs reveals that consumers display conspicuous consumption behaviours in the computer mediated environment. Consumers have the power and the disposition to use and create brand images, without even purchasing the products or service. This has important implications for practitioners. For academics, blogging provides a distinctive insight into conspicuous consumer behaviour which should not be ignored. This paper is the first of its kind to investigate the online environment as a context for conspicuous consumption behaviour, and as such proposes an agenda for future research in this area.
A total 185 sample blogs were identified by a thorough search of blogs via the naver.com, the most popular search engine of South Korea. A systematic coding scheme was developed based on existing research on digital self-presentation strategies and conspicuous consumption behaviours.
The resulting content analysis of consumption-oriented blogs reveals that consumers display conspicuous consumption behaviours in the computer mediated environment. Consumers have the power and the disposition to use and create brand images, without even purchasing the products or service. This has important implications for practitioners. For academics, blogging provides a distinctive insight into conspicuous consumer behaviour which should not be ignored. This paper is the first of its kind to investigate the online environment as a context for conspicuous consumption behaviour, and as such proposes an agenda for future research in this area.
목차
Abstract
Ⅰ. Introduction
Method
Results
Discussion
References
참고문헌 (0)
참고문헌 신청이 논문의 저자 정보
이 논문과 함께 이용한 논문
최근 본 자료
댓글(0)
0