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

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  • Taesoo Cho

    (School of Exercise and Sport Science, University of Ulsan, Ulsan 44610, Korea
    The first two authors contributed equally to this work.)

  • Taeyoung Cho

    (Department of Hotel Tourism Management, Dongguk University, Gyeongju 38066, Korea
    The first two authors contributed equally to this work.)

  • 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)

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.

Suggested Citation

  • Taesoo Cho & Taeyoung Cho & Guosong Zhao & Hao Zhang, 2020. "The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value," Sustainability, MDPI, vol. 12(11), pages 1-13, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:11:p:4339-:d:362892
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    References listed on IDEAS

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    Cited by:

    1. Marcela Korenkova & Milan Maros & Michal Levicky & Milan Fila, 2020. "Consumer Perception of Modern and Traditional Forms of Advertising," Sustainability, MDPI, vol. 12(23), pages 1-25, November.

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