Research Context – The emphasis on the country of origin of Western luxury fashion brands was favorable to this research involving social & cultural norms in South Korea potentially impacting South Korean female millennials perceptions and emotions towards western luxury fashion online advertisements.
Purpose – The in-depth exploration of South Korean female millennials’ perception and emotional engagement towards western luxury fashion online advertisement to provide recommendations to Western luxury fashion brands’ managers to enhance their online advertising strategies for a better appeal among South Korean female millennials.
Design/methodology/approach – In-depth interviews were conducted to seek to understand South Korean female millennials’ perception and emotions towards Western luxury fashion brands online advertising campaigns on social media networks and online fashion Magazine platforms.
Findings – Coding has allowed key themes such as lack of cultural awareness and cultural appropriation to emerge from primary research. Gaps between South Korean female millennials’ perception of Western luxury fashion brands and perception towards specific online advertisements were identified. Poor visual content, the use of Western models and a lack of cultural awareness were found to be factors behind the negative perceptions of these advertisements and enhance the notion of foreignness.
Originality/value – This consumer-centric study differs from existing literature thanks to its focus on perceptions and emotions towards online advertisements. Managerial implications of this research are discussed.
Keywords – AWC, Western Luxury Fashion Brands, South Korean female, Millennials, Lack of Cultural Awareness, Online Advertising, Consumer perceptions and emotions, Social Media, Online Magazine.
Keywords – AWC, Western Luxury Fashion Brands, South Korean female, Millennials, Lack of Cultural Awareness, Online Advertising, Consumer perceptions and emotions, Social Media, Online Magazine.
