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 and Hao Zhang
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Taesoo Cho: School of Exercise and Sport Science, University of Ulsan, Ulsan 44610, Korea
Taeyoung Cho: Department of Hotel Tourism Management, Dongguk University, Gyeongju 38066, Korea
Guosong Zhao: School of Geography and Information Engineering, China University of Geosciences, Wuhan 430078, China
Hao Zhang: Key Laboratory of Land Surface Pattern and Simulation, Institute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing 100101, China

Sustainability, 2020, vol. 12, issue 11, 1-13

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.

Keywords: golf resort; SNS advertising; online word of mouth; brand price (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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