Thirteenth International Conference on Design Principles & Practices

Abstract

As Internet technology has been developed and mobile device users increase, people get a lot of information through various social network service platforms. According to this change of digital environment, traditional mass media campaigns are no longer effective and the companies are advertising themselves with branded campaigns through other communication channel social network service. Among various social network service platforms, the branded contents using hashtags are in the spotlight in order to encourage consumer involvement and communication. It is necessary for companies to establish a strategy for success of advertising through branded campaigns using hashtags. This research includes the benefits of branded campaigns using hashtags by analysis the difference between branded campaigns using hashtags especially in instagram and other communication channels. Also, this research it reveals the meaning and method of promotion of the real success and failure cases of branded campaigns using hashtag and analyzes the determinant of success or failure. Through this analysis, the study illustrates the marketing effects and limitations of using the branded campaigns and explores considerations and suggestions to improve plans for branded campaigns using hashtags.