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Gretchen Klosterman's Research Paper Poster Session Outline

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Gap's brand advertising strategy targets Generation Y consumers through traditional and social media. The strategy aims to reach consumers with interdependent self-construal by using social media advertising campaigns that encourage interaction and sharing. These campaigns aim to increase purchase intention among socially interdependent Generation Y consumers by valuing other people's opinions more so than campaigns targeted at independent consumers.

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How Interdependent and Independent Self-Construal AffectsConsumer Perception of Gaps Brand Advertising Strategy: Through Traditional and Social Media
Generation Y Consumers
Social MediaListen Interact React Sell
You cant buy attention anymore. Having a huge budget doesnt mean anything in social mediaThe old media paradigm was PAY to play. Now you get back what you authentically put in. Youve got to be willing to PLAY to play.-Alex Bogusky, chairman of Crispin Porter and Bogusky
Gretchen Klosterman's Research Paper Poster Session Outline
Gretchen Klosterman's Research Paper Poster Session Outline
Gretchen Klosterman's Research Paper Poster Session Outline
H1: Shoppers with interdependent self-construal will place higher value on other peoples 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.
Gretchen Klosterman's Research Paper Poster Session Outline

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Gretchen Klosterman's Research Paper Poster Session Outline

  • 1. How Interdependent and Independent Self-Construal AffectsConsumer Perception of Gaps Brand Advertising Strategy: Through Traditional and Social Media
  • 3. Social MediaListen Interact React Sell
  • 4. You cant buy attention anymore. Having a huge budget doesnt mean anything in social mediaThe old media paradigm was PAY to play. Now you get back what you authentically put in. Youve got to be willing to PLAY to play.-Alex Bogusky, chairman of Crispin Porter and Bogusky
  • 8. H1: Shoppers with interdependent self-construal will place higher value on other peoples 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.