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RISS 인기검색어
- 검색키워드
- 저자 : Francesca Ceruti (검색결과 4 건)
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Maria Teresa Cuomo,Francesca Ceruti,Alice Mazzucchelli,Angelo Di Gregorio,Debora Tortora,Gerardino Metallo 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The paper focuses on the social commerce paradigm, underlining how social media are able to assist e-retailers in their effort of creating a total omni-channel e-customer experience. The empirical research represents a new prospect on the topic, because nowadays social commerce is not completely understood and realized from a managerial perspective.
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Ilenia Bregoli,Francesca Ceruti 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Over time popular media has used the idea of Italian Mafia and the related image of mobsters in TV series, movies, and cartoons. The overall image surrounding Mafia is so powerful that nowadays many people associate the name Mafia to The Godfather movie or other fictional images. In addition to this, there are also businesses that offer products and services branded with names that remind the idea of Mafia, despite, in reality, the Mafia is a violent criminal organisation involved in drug trafficking, human trafficking, murders, etc. However, marketing research has never studied consumers’ attitudes towards the use of these stereotypes in marketing and their willingness to buy products and services that use them. This research tries to fill this gap and, by adopting Forsyth’s (1980) ethical ideologies questions, it studies the links between consumers’ ethical ideologies and: 1) consumers’ attitudes towards these products and services; 2) consumers’ willingness to buy them in order to understand whether there are differences between relativists and ideologists consumers. This research is based on an online survey made up of open and closed-ended questions. Section one of the survey was made up of closed-ended questions aimed at studying ethical ideologies; section two was made up of a mix of open- and closedended questions aimed at understanding the perceptions that respondents had towards the Mafia; their degree of acceptance towards the use of the Mafia for commercial purposes; and their willingness to buy Mafia-inspired products; the last section included some demographic questions. The survey was made available via Qualtrics and respondents were recruited through Prolific. In the end 152 responses from UK participants were collected. Data analysis has not been carried out yet, but it is expected to analyse data through the Necessary Condition Analysis (NCA), a new data analysis technique that is aimed at identifying necessary, but not sufficient conditions within data. In addition to this, analysis of group differences will be carried out through ANOVA, in conjunction with regression analysis. Through this research it is expected to be able to understand whether consumers’ attitudes towards the use of Mafia stereotypes in marketing and their willingness to buy products and services that use these stereotypes differ according to whether consumers are classified as relativists or ideologists. With this study it is expected to analyse an area of consumption that so far has been neglected by research, i.e. consumers’ attitudes and willingness to buy products and services that use Mafia-related stereotypes.
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Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook
Alice Mazzucchelli,Roberto Chierici,Francesca Ceruti,Claudio Chiacchierini,Bruno Godey,Daniele Pederzoli 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.3
Despite the fact that social networking sites (SNSs) provide new opportunities for firms and brands, there is still a little understanding of how user-generated contents (UGC) and shoppingrelated research via Facebook (FB) affects brand loyalty intention in the luxury fashion context. The present work develops a conceptual model to empirically analyze how brand loyalty intention is affected by customers’ trust in a brand’s FB page, by their willingness to utilize brand’s FB page for shopping-related searches, and by three different types of UGC: peer recommendations, informational support and emotional support. In order to fulfill this aim, the study examines 277 Millennials and the Victoria’s Secret FB page. Structural equation model results reveal that online shopping-related searches, peer recommendations and social support have significant positive effects on customers’ trust. Moreover, the research points out a significant positive effect between customers’ trust and their brand loyalty intention, supporting marketers to better understand the role played by trusted UGC. The research provides interesting insights, for both academic and practitioners, because it contributes to the existing body of knowledge in the field of brand and social media marketing. Moreover, UGC, especially informational support, could enable firms to influence consumers’ behavior positively and to transform their brands’ FB pages into trusted ones.
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Original or counterfeit luxury fashion brands? The eff ect of social media on purchase intention
Maria Cristina Morra,Valeria Gelosa,Francesca Ceruti,Alice Mazzucchelli 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.1
Italy is the country most aff ected by the counterfeit phenomenon in Europe. In the fi eld of luxury fashion brands, the relationship between social media marketing (SMM) and consumers’ intention to purchase counterfeit products is still little analyzed. The aim of this pioneering work is to investigate the net impact of SMM communication, user-generated content (UGC), and fi rm-created content (FCC), on overall brand equity (OBE) and on intention to buy original and counterfeit luxury fashion brands. Findings based on 198 Italian undergraduate students indicate a positive eff ect of UGC on both OBE and purchase intention of counterfeit products, while purchase intention of original luxury fashion brands is positively aff ected by OBE and FCC. The last relationship is confi rmed when UGC register a low appreciation by users. This study is signifi cant for both academics and practitioners, extending the scope of antecedents infl uencing the purchase intention of both original and counterfeit luxury fashion products. Findings reveal the fundamental role of UGC as a tool that fi rms have to manage and monitor due to their moderating eff ect in the relationship between FCC and intention to buy original luxury fashion brands. This study contributes to providing implications for developing social media brand communications strategies.
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