HOW INTERDEPENDENT AND INDEPENDENT SELF-CONSTRUAL AFFECTS CONSUMER PERCEPTION OF GAP’S BRAND ADVERTISING STRATEGY: THROUGH TRADITIONAL AND SOCIAL MEDIA
Gretchen Klosterman's Research Paper Poster Session Outline
Oct 30, 2014
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HOW INTERDEPENDENT AND INDEPENDENT SELF-CONSTRUAL
AFFECTS CONSUMER PERCEPTION
OF GAP’S BRAND ADVERTISING STRATEGY:
THROUGH TRADITIONAL AND SOCIAL MEDIA
Generation Y Consumers
Social Media
Listen – Interact – React – Sell
“You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old media paradigm was PAY to play. Now you get back what you authentically put in. You’ve got to be willing to PLAY to play.”
-Alex Bogusky, chairman of Crispin Porter and Bogusky
H1: Shoppers with interdependent self-construal will place higher value on other people’s advice than those with an independent self-construal.
H2: In trying to target socially interdependent Generation Y, US retailer Gap is reaching out to these consumers through its use of social media advertising campaigns to increase purchase intention.
n=200 Traditional Media
Social Media
Independent Shoppers 100 0
Interdependent Shoppers 0 100
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