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Abstract
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Nowadays, using hashtags in advertising is becoming critical, but the
audience’s reaction to this type of advertising is not yet clear to advertisers.
This study aims to identify different segments of consumers on social networks
based on their level of involvement and response to advertising via hashtags as
well as a demographic variable. Through an experiment, this study examined
consumer responses to hashtags in social media-based advertising. The survey
was conducted on an available sample of 545 Instagram, Facebook, Twitter,
and LinkedIn users. The results showed three distinctive segments of social
network users: relatively rationally non-involved consumers rationally involved
consumers and relatively emotionally involved consumers. The findings of this
research are important for marketers who advertise via hashtags since little is
known regarding social networks user segments according to consumers’
responses and levels of involvement in advertising via hashtags. This research
addresses this gap and has important implications for marketers.
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