Explore the Appeal of Social Media in Aesthetics Communication Among Different Culture

Abstract

The way social media in aesthetics communication changes the traditional model of marketing revolutionarily. This type of communication generally uses many delicately designed images online to activate consumers’ interests and improve the appeal of products. The success of the novel type of online communication motivates my study. Besides exploring the Kansei factors which affect social media in aesthetics communication, the marketing of net aesthetics is novel and worth exploring additionally. In addition, different culture causes different results of aesthetics communication in social media and needs to be explored. This study aims to explore the successful cases of product marketing through net aesthetics communication on the basis of Kansei Engineering. In the aspect of methodology, the study uses EGM (Evaluation Grid Method) to determine the appeal elements and characteristics of social medial in aesthetics communication. In addition, the study uses Quantification Theory Type I to measures the weights of individual appeal factors and characteristics. Hence, experts’ points of views are obtained through in-depth interviews and consumers’ opinions from different culture are collected through questionnaire survey so all of their preferences to aesthetics communication in social media can be disclosed. This study will determine that the semantic structure of appeal from different culture shows the hierarchy of the relationship among appeal factors, the reasons for users’ preferences, and the specific characteristics of net aesthetics of products. In addition, appeal factors will be affected in varying degrees by particular reasons and characteristics. Then, in the aspects of marketing strategies for media in aesthetics communication, the study drafts the strategies of communication and the winning principles for social media in aesthetics communication on the basis of the literature and results of this study. Then, the study can provide important information for researchers who are interested in net aesthetics communication and marketing, and also contribute to the field of integrating media and product design.