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A Study Study of of Consumer Consumer Preferences Preferences on on A Social Media Media Advertising Social
Chapter 1 Introduction Advertising Current Situation 2 Literature Review Marketing History of Advertising Advertising Socail Media Socail Media Advertising Element 3 Methodlogy Participant-obseration Focus Group Limitation 4 Preliminary Research Outcomes 5 Preliminary Suggestions 6 References 7 Appendix
CHAPTER 1 INTRODUCTION
This study is about consumer preferences on social media advertising especially fashion brand advertising and most of the information is based on The Medium is the Message edited by Anneloes van Gaalen which have 50 advertising rules for references. Generation Z born in technology overflow generation, everything is rapidly and social media are one of the biggest channel for fashion brand to promote their brand and product. This study would like to discover how consumer do when they saw the advertising appear bet ween the videos and social media platform. And find out what is the most attractive advertising video element and try to upgrade and giving the worthy suggestion for fashion brands to take references. This study focuses on the Generation Z college students who born in the digital age (Agence Fran, 2015), they live in a technology world, according to US consultancy Sparks and Honey, the average of Generation Z spends more than four hours a day in front of a screen. They addicted into social media, it seems that the marketing strategy is up to date directly against their habits and understand their target customer daily life. It is supposed to deliver the direct message through social media advertisement, unfortunately, not everyone satisfies with it. Many brands and company posting the advertisement at the wrong timing and the topic are not memorable enough to grab audience attention (Ryan Erskine, 2016), the poor social media advertisement method would ruin their business.
Some statistic (Chart 26) shown range 16 to24 and 25 to 34 are the most engaged age rage to the social media. Take references to the popular social platforms and messaging tools, Tumblr, Instagram and YouTube 16 to 24 occupied 39%, 37% and 31% Perhaps the 25 to 34 ages couldnĘťt see clearly, but active user percentage is similar to 16 to 24, another age group just account a small part of the statistic. In the other hand, about the messaging tools, like Snapchat, Kik and Wechat, the 16 to 24 Generation Z in most cases are the most active user, take up 57%, 50% and 42% separately. They are the new age and willing to different social platform for communicate with friends and new friends. The statistic shown lots of message, information transfer and deliver from social media apps and people prefer to receive from it.
Current Situation
Nowadays lots of social media advertising method, some of the advertising will shuttle bet ween the video or the video will continue after ads; sponsor post; 40 seconds advertising, this action resulting in consumer dissatisfied and impatient. They started complaint the social media, demand the level of speed, convenience and transparency (Causon, 2015). However, the advertising would slow down their rhyme and annoyed them for their life. Especially in YouTube and Facebook video. No doubt social media enhances customer and company interaction and improve the communication, but in the other hand they are in the wrong way to selling the product and brand reputation.
Based in Vancouver key statistical indicators Hootsuite, In Jan 2018, total population are 7.593 billion, and there are active social media users have 3.196 billion; active mobile social users have 2.958 billion. That was an incredible number telling the truth that everyone from all over the world at least has one mobile phone and they definitely searching for social media. So it a great promoting time for fashion brand though social media platform or the net working advertisement bar for advertise (Hootsuite2018) . Take Facebook for example, average video post engagement is 5.23%what is the relationship bet ween social media and advertising? They are stick together tightly; social media are the biggest tools for promoting product and enhance the express times. And the information above of average post reach vs. page likes and average organic reach vs. page likes are 10.7% and 8.0%. Is a surprise that the reach and engagement rates are high for Facebook based on the actual post reach, Generation Z could reach the fashion brand advertising easily. (Hootsuite 2018)
A research shows major user uses Facebook and Instagram daily; another chart is more detail. About average monthly 1000 minutes per visitor of Facebook visitor are almost 100% reach among age 18-34. What is the shocking news and Instagram, Twitter and Linked are 54% and 63% are reach age 18-34 (comScore, 2015). The monthly minutes are insane and crazy that Generation Z put lot of attention and time to the social media world but not real world. Literally they start using mobile to talk and spreading their thoughts, finding information but not reading books. Generation Z are consumer powerhouse, they love to enjoy their live, chill and lots of love and care from family. Most of the emerging shoppers are come from them, they like social focused content, prefer form of media. Kate Beckman, CEO and founder of Fresh U and a contributor to Cosmopolitan Magazine said that they feel much more comfort in Facebook and YouTube. They grow up as a learner, know how to make things as taking photos, making videos, vlog and websites. Even though they could set up its own company (Estrella, 2017). Actually, the whole industry is transform into video, and the speed are faster we seen before, it develops to more mature. Facebook has released video advertising formats; Snapchat and Instagram are placing the unstoppable advertisement; and Twitter have collaborated with Bloomberg Media of its 7 days 24 hours news streaming . Video completely are a multiple technology that makes consumer's face different experience with promotional method AOL had found mobile video advertising are more attractive than standard banner advertisement (5 times), over 800% higher engagement of fashion brand advertisement. Video is functional, engaging and that could share with others that any ad today needs to break through the noise in a saturated digital landscape. Generation Z love receiving message immediately and include in it, they would like to share with friends. The new formats, best length, content are three factors for making a good advertising (Innes 2017).
CHAPTER 2 LITERATURE REVIEW Marketing
Advertisement is related to marketing, it is the best strategy ever for promoting brand and selling things. It could help to increase the sales promotion and improve the image of brand loyalty to customer. There are lots of advantage of advertising: firstly, easy way to create a value proposition; a way to set brands and product apart from the competition, if the brand increases its chance to show up to the public, lots of opportunity all around the world. Also, it could save time to reach different potential customer, because it is take many times for finding the relevant conditions customer, it provides choice to consumer and provides economic growth and support (Gaille, 2015). Honestly, advertisement on worldwide needed over than five hundred billion dollars a year, fashion brands advertising must be more outstanding than before and never repeat the older idea or copying others collection. A special lifestyle was advocated, Buy! Buy! Buy! Branding only promote what customer want but not they need. In the technological advances changing rapidly era, consumer attitudes canĘťt be rearranging, just cater their needs and keep improving the technique is the things can do currently. Value and living format could spread out from films shoot or celebrities daily behavior. Fashion campaign still a big business, advertising giving the content to product and brand, deliver the message to the consumer, without advertising, they lose their way for sell things (Neikova, 2014).
History of Advertising
At first, in the old days, people want to deliver their sale message, started write in the wall papers since Egyptians. They use lots of drawings in the wall to communicate with others. Lost and found advertising in the papyrus. When the cultural move into China, they would treat advertising as an oral, selling poetry of bamboo flutes. Different country uses their own skills and method to sell product. In the 19 centuries, advertisement is popular, they use radio in the 1920s, commercial television from the 1950s, cable television in the 1960s and Internet 1990s, at that time, advertising not only selling product either services and let people know the brand. Till now, social media are the fashion mainstream advertising strategy. Advertisement have different species like: word sponsor advertising, video, photo, press, direct email, television commercial, posters, radio, cinema, flyer, billboard, exhibition. Print, high-profile individuals/ celebrities, department store and merchandising; social media/ bloggers are the main advertising method nowadays s (Elliot, 2014). Along with the culture and the improvement of the society, social media are more popular and the company started sending message through smartphone. Comparing with the old days, more informative and message were directly and clearly. Today, the message is multiple, and sometimes, you do not recognize what is going on, just attracted by the video and narrative story. People like storytelling include something and attached something. Advertising must have a message, generally for fashion brand, they want to spread out the message of new arrival for gaining money or building brand reputation though advertising, especially Generation Z love imitate same age group friends interest and chasing their own idol wearing and behavior so that when they are wearing high-ends brands or masterpiece which could cause their attention. In the other hand, Generation Z have high level living standards, they love shopping or hang out with friends. Department store and merchandising could make them notice the new fashion garment or matching (Elliot, 2014).
Commercial advertising is part of branding, television and radio are t wo advertising type, which is expensive and broadcast device, a product name or image with qualities would send to consumers mind. The best advertising is not just a message, it is single and simple, they need to catch audience eyes and attention in the few second from five features (Cassell, 1998). Including vision, hearing, smell. Advertising is something in the audience minds (Cassell, 1998), it is needed to repeat and repeat until they get the message. The marketing strategy keep upgrading, using the latest technology combination with social media platform and spreading content with different ways. Like direct adverting or advertise before or bet ween the videos, though the social media platform, Generation Z could get the answer immediately and directly. More personalized and shopping experience were transfused in the daily life instantly (Papandrea, 2018).
Advertising
Advertising is a marketing strategy to communicate with public using audio, visual or video to sell things, product or services. (Iain, 2009) It is one of the key element to run a successful business. (Michelle, 2017) Iain (2009) said advertising as ‘the official art of capitalist societyĘť, it is kind of promotional culture all over the world and take an important role to the fashion industry. Advertising occupied social life, social communication platform, audio visual media and printing publication are part of human life. Along with the rapid acceleration, the old advertising technique cannot stand still, the technology technique advances continuously. Social media advertising rises up and it bring fashion industry to the next level. However, the technology generation came, all of the advertisement changes their direction. Lots of advertisement make changes (Mary C.Long, 2016), its transformation cause the older promotion modus transform to social media items. Social Media Advertising substitute the original method for promotion, the fashion industry not limit their promotion way and it becomes the hottest topic nowadays. Social media marketing popularity are becoming the top of the business industry, pushing economic getting a success. While all the fashion brand and company shift their focus on social media not just magazine, flyer or television advertisement, others brand cater the fashion trend and want to catch up the mainstream.
Popular social media sites, Facebook, Twitter, and YouTube, offer different ways to advertise brands. Facebook gives advertisers options such as promoted posts, sponsored stories, page post advertising, Facebook object advertising, and external website standard advertising. Also, online, domain name, print, outdoor like billboards and point of sale, novelties, celebrity endorsements are another advertisement method. Advertising is communicated through many mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages(Cart, 2015).
Social Media
The best social media platform for social media marketing 2018 include t witter, Facebook, linked, YouTube, google plus, Pinterest and Instagram. According to Dave Chaffey (2018) Global social media research summary 2018 for social media advertising, it details list out lots of statistic of latest adoption and usage. The most popular social net works worldwide information prepared by Statista, Facebook be the top of million fans(see figure 1). Even Facebook owned WhatsApp, Facebook, Facebook Messenger and WhatsApp are in the top four. Social media are growing rapidly, it replaces the position of television and radio.
Social Media Advertising
In 2015, Display advertising and paid search advertising both have their place, but columnist Sonny Ganguly stated that social media advertising is rapidly becoming a powerful influencer in the online advertising. Besides, Facebook release its first advertising in May 2005 and gain $8.4 billion in 2015 after ten years later. Also, it could help business find new potential customer ( Ganguly, 2015). Sonny (2015)also stated that in 2018 over half of mobile phone users will have smartphones , social media advertising on mobile definitely is a huge growth market in the next three years. The social media would lead business to higher level and achievement. Mobile Dominance are another strategy for businessman address the user status (Sonny Ganguly, 2015). Like big data, through big data, brand could touch the customer easily, some of the websites or social media would link together and share the customer personal information to other connected company. Mobile user daily activity on smartphones and tablets are all connected to the social media system. Mobile devices could be placing the advertising while theyĘťre checking those apps, Facebook, Twitter, LinkedIn and/or Pinterest multiple times a day and is the best way to reach them without being disruptive. In statista (2017), Twitter started loss its own standing position, Facebook , WhatsApp, WeChat and Instagram are user choice for messaging and be their top of social net working engine(see figure 2). Competition are cruel, only the convenience, fast, latest information transfer platform would gain the customer welcome. Account for a large proportion of 16-24 years old Generation Z are the biggest fans to the social media, so that they are one of the potential customer of any brand or company.
Element
According to Michelle Renee (2017), there are top five advertising techniques: effective headlines, cross promotion, humor, internet marketing and premiums to grab attention of customer. First of all, Michelle stated that a headline could decide how attractive the advertisement is, if it have a slogan or memorable wordings to the audiences would lead to success. 70%o liable for the effectiveness of the advertisement. Second, the cross-promotion campaign could improve the freshness and different experience for advertisement. Humor is one of the element which could brand company name and improve the impression from audience. Internet marketing are similar with social media marketing; however, its websites are the most important equipment for selling brand image and product or services. Premiums are household items displaying the brand information, like promoting brand indirectly. Is the best element which people face every day every single time (Michelle Renee, 2017).
In 2017, sprout social provides an information of brand reaction to focus on social while consumers purchasing. 46% on offering promotions and 36% of being funny, it is believed that they try hard on advertising, no matter on fashion video, photos etc. And 38% of sharing interesting visuals, fashion brand put lots of effort on advertising on social. 100 Ways to Create a Great Ads writer Collins mentioned 100 conditions of being a great good advertising, and some of them are quite make sense. For example, questions slogan for grabbing attention; storytelling; displacement; repetition; self-awareness and bring the product to life those are a great idea to being great advertising. Many elements could be the successful factor for social media advertising, it depends on different materials of the product. 1.Question could let them stop and think of the question rather than skip it and dismissed the boring or product placement. 2.Storytelling could provide different way or illusion to customer, this is an important way to misdirect them to what they what to think of. The outrageous humor could bring out with displacement, that is one of the hot topic that audience want to watch. 3.Repetition can increase the times of appearances and enhance the reputation and impression inside the audiences. 4. Bring the product to life is the most successful advertising must have a special melody with lyrics or impress slogan that make audiences remember daily.
CHAPTER 3 METHODOLOGY This study includes t wo research method - firsthand research and secondhand research, most of the research papers and literature reviews selected from NTU library, VTC e-database, books, website, journal articles, conference proceedings, government/corporate reports, newspapers, theses and dissertations, internet, magazines, HKTDC, Taylor Francis and JWT Intelligence. In the other hand, some charts, data and statistic would be selected from government websites and HKTDC. Consumer behavior and advertising is t wo major part during research the literature review, another important keyword like social media can help identified the study basic terminology and clarify the study direction. Those secondhand resources are helping to enhance the study move to higher level due to the completely integrated sources and information. However, the consumer preferences are psychological part so that it is lack of resources support and it is individual feeling and reaction. The online sur vey report and article could be the references for analysis and evaluate the result.
Participant-obser vation
Participant-observation and interview the focus group would be the chosen method. Participant observation as a data collection method (Barbara B. Kawulich, 2015) could collect the fastest and clear information. The study would be collecting data about what advertisement appear in different social media, the process when facing advertising, and the cultures of facing the advertisement. As the name of observation, taking notes to what the participant do, it is a social research skills that involves direction obser vation of atmosphere in natural setting (atlas.ti, 2017). Many different factors would affect the observation result, like environment, uncountable variables. It is defined into t wo situations, one is observation and participant observation, the study would need people to anticipate, during the observation the behavior would be counted and noted. Researcher would join in and become part of the participant for getting the deeper insight for the research (McLeod, 2015).
Focus Group
Focus group is a way to gather information from same background and experiences (Toolkits, 2009). It is more freely and easily to express their opinion, though the interactive discussion, participants could get some new insight or wide range of views. (Toolkits, 2009) More specifically, detail, lower cost and get the in-deep information. Mini focus group: participant down from 6-8 aged 20 - 25 college students. Prepare the open question and end question, and set list about 10-12 questions during the discussion, few topics and question would provide for reference or direction to the discussion. Consumer perceptions and reactions are the important thing for open conversation are lively and free flowing, it smooth to get the feedback (Kokemuller, 2007). The reason why survey and questionnaire or interview are not chosen to be the study first hand research method due to survey hace limit the question quantity, the interviewee would not spend much more to finish the questionnaire; a survey could not be asking in-depth feeling or opinion; compare with focus group, respondent would communicate with different ideas, through the conversation they might be brainstorming new ideas by others comment and feedback. Huge amount of questionnaire would be ideal for collecting view, also the interaction could stimulate different thought.
Limitation
Perhaps participant affected by other in the group but and canĘťt be generalized to a larger group/some may dominate the discussion. Focus group it is beneficial for received informative message though communication. The discussion is unlimited, the personal approach and opinions, perceptions and feelings would appear during discussion. It is cost saving and get the information rapidly. The participant observation is hard to record the feeling and situation, random selection of the respondent is hard to reflect and represent the truth quantity or all Hong Kong people of current situation. Respondent may not be serious for answering questionnaire and talk over into discussion. Time is one of the limitation for collecting data and analysis the result. Also, distance is another limitation, the study only can research local situation but overseas status would not be available for collecting firsthand news. It only takes reference from internet or books for comparing the different situation.
CHAPTER 4 PRELIMINARY RESEARCH OUTCOMES The study - Consumer Preferences on Social Media Advertising would take references with key element and advertising theory of making a best advertisement video and release it in a suitable social media platform. After the firsthand and secondhand research, the result would be more clearly and detail list out the problem of current fashion advertisement face, also the feeling of target customer. The research is come from different research engine, the consequences would be objective and authentic. The expected result of the study is enhancing fashion industry and awareness of fashion brand advertisement through social media tools against the consumer preferences. Social media is one of the biggest marketing tools for selling products and brand reputation, so the study would be a useful information or references to improve their business to next level. For long term, to suggest the relevant video by consumer behavior and offer video making tutorial service for newest designer and fashion brand. Finally, the outcome would provide anticipated outcome like video editing service for teaching people to join the online business with low quality photos.
CHAPTER 5 PRELIMINARY SUGGESTIONS The advertising of fashion brand should focus on their consumer needs and develop an interesting, fun or grab attention advertising. Follow their brand DNA to decide a suitable platform for posting the advertisement. For suggestion, fashion advertising could collaborate with public figure for enhance the attention and noise in the public. Due to Generation Z love following their favorite idol, it would be a better idea than the simple element of making video. Lucky draw also is a gimmick for selling product; Instagram have a swipe up function with details for giving the right to choose if they want more details or interested in the product. A most important of an advertisement must be the content, a narrative shooting, anime or funny theme are preferred by the consumer, it is more attractive in big amount of advertising vibes. Some special angle and techniques are necessary for grabbing others attention and cause interested in it. In stage 3,it is suggested that a shooting techniques and advertisement proposal are
References
Kawulich, Barbara B. (2005). Participant Observation as a Data Collection Method [81 paragraphs]. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, 6(2), Art. 43, http://nbn-resolving.de/urn:nbn:de:0114-fqs0502430. ODI. (2009). Research tools: Focus group discussion. [online] Available at: https://www.odi.org/publications/5695-focus-group-discussion [Accessed 12 Mar. 2018] Kawulich, B. (2009). Participant Observation as a Data Collection Method. [online] Qualitative-research.net. Available at: http://www.qualitative-research.net/index.php/fqs/article/view/466/996#g51 [Accessed 12 Mar. 2018]. Krueger, R.A. (1988) Focus Groups: A practical guide for applied research. Sage, UK. Morgan, D.L. (1988) Focus Group as qualitative research. Sage, UK. Stewart, D.W. and Shamdasani, P.N. (1990) Focus Groups: Theory and Practices. Sage, UK. Smallbusiness.chron.com. (2016). The Focus Group Research Method. [online] Available at: http://smallbusiness.chron.com/focus-group-research-method-17464.html [Accessed 12 Mar. 2018]. Ganguly, S. and Ganguly, S. (2015). Why Social Media Advertising Is Set To Explode In The Next 3 Years. [online] Marketing Land. Available at: https://marketingland.com/social-media-advertising-set-explode-next-3-years-121691 [Accessed 12 Mar. 2018]. the Guardian. (2014). Customer complaints made via social media on the rise. [online] Available at: https://www.theguardian.com/media-network/2015/may/21/customer-complaints-social-media-rise [Accessed 12 Mar. 2018]. McLeod, S. (2015). Observation Methods in Research | Simply Psychology. [online] Simplypsychology.org. Available at: https://www.simplypsychology.org/observation.html [Accessed 12 Mar. 2018].