SOCIAL MEDIA MARKETING AND CONSUMER-BASED BRAND EQUITY: THE ROLE OF BRAND EXPERIENCE AMONG MILLENNIALS IN ONLINE FASHION COMMUNITIES

Lamberto Zollo,Sukki Yoon,Riccardo Rialti,Cristiano Ciappei 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Social media are increasingly becoming a strategic vehicle of modern companies’ way of communicating and interacting with consumers. Actually, social media marketing (SMM) has recently emerged as an effective two-way communication channel able to provide the sharing and exchange of information, ideas, and user-generated content in virtual environments. This is especially true for fashion brands, which are progressively creating interactive platforms such as online brand communities in order to enhance their consumer-based brand equity (CBE), interpreted as the consumers’ assessment of a company brand image, identity, and value. Scholars have widely analyzed the relationship between a company’s SMM and brand equity, thus finding a direct positive impact of the five main constructs depicting perceived SMM activities, namely entertainment, interaction, trendiness, customization, and word of mouth, on CBE. Despite this relevant scholarly interest, the consumer behavioral responses linking a company perceived SMM activities and CBE have been largely neglected. Actually, consumers’ benefits from virtual environments and online brand experience may represent significant elements marketing strategists should focus on in order to enhance a company’s brand equity. Building on the uses and gratifications theory and experiential marketing, we develop a conceptual model that unpacks such linkages, by relating SMM activities, perceived benefits of using social media, online brand experience, and CBE. Specifically, we interpret SMM activities as significant brand-related stimuli able to influence consumers’ cognitive, social interactive, personal interactive, and hedonic benefits, which in turn influence consumers’ sensory, affective, behavioral, and intellectual online experience. Moreover, we investigate the experiential responses of consumers that mostly affect a company’s brand equity, which finally impacts on consumers’ purchase intention of the fashion brand. The model is validated using structural equation modeling (SEM) on a sample of real users of online brand communities operating in the fashion industry. Our sample is composed of Millennials, which currently represent the most influential grown-digital generation of consumers. Overall, our findings shed light on consumers’ online behavioral and experiential responses to a company’s perceived SMM activities, thus proposing strategic implications for the management of brand online communities and suggesting interesting possibilities of future research on social media and fashion consumers.

MATERIALISM, MORALITY, AND SKEPTICISM IN MILLENNIALS’ SOCIAL MEDIA USAGE AND COMMUNICATION: INSIGHTS FROM THE LUXURY FASHION CONTEXT

Lamberto Zollo,Sukki Yoon,Riccardo Rialti,Cristiano Ciappei 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

In an increasingly digital and interactive global marketing landscape, social media marketing is emerging as one of the most important strategic tools for brand communication. This is especially true in the luxury fashion context, which traditionally exploited virtual environments as an effective communicational tool of brand-related content and product usage information all over the world. A contemporary consumer cohort that exhibits digital- and virtual-oriented behaviors are Millennials, which represent the digital native generation highly inclined to Internet interaction and, thus, a relevant strategic opportunity for social media marketers in the luxury industry. While the literature reports a positive relationship between Millennials’ social media usage and purchase intention towards luxury brand, scant attention has been paid to the underlying mechanisms explaining such a relationship. To fill this gap, the current research proposes and tests a conceptual model to provide three main contributions to the social media and brand communication literature: first, consumers’ perceptions of interactivity – a multidimensional construct comprised of real-time conversation, no delay/timing, and engaging/navigation – is hypothesized as an antecedent of social media usage. In this way, relevant theoretical and practical implications are provided to online luxury marketers interested in embracing virtual environments for brand communication. Next, two significant constructs of consumer behavior such as materialism – comprised of success, hedonism, and happiness – and morality – comprised of moral judgment and moral intensity – are hypothesized as mediating variables of the relationship between social media usage and purchase intention towards luxury brands. Particularly, these materialistic and ethical decision making processes emerge as relevant for Millennials’ online purchasing activities, with the expectation of transparent and effective brand-related information through social media. Finally, these mediating influences are hypothesized to be moderated by two other relevant constructs in the brand communication process—consumers’ motivation to use social media and advertising skepticism. In fact, a better assessment of Millennials’ motivation and skepticism toward social media marketing communication result as crucial for modern strategic marketers. Such hypotheses are tested using bootstrapped moderated mediation analysis on a sample of 297 Millennials actively following luxury brand social media activities. Our results confirm the proposed hypotheses, particularly both materialism and idealism partially mediate the relationship between social media usage and purchase intention. Moreover, motivation to use social media improves the effect of social media usage on materialism, whereas advertising skepticism reduces the effect of idealism on purchase intention. These findings contribute to the social media and brand communication literature, providing interesting avenues for future research.

Time domain flutter analysis of the Great Belt East Bridge

Briseghella, Lamberto,Franchetti, Paolo,Secchi, Stefano Techno-Press 2002 Wind and Structures, An International Journal (WAS Vol.5 No.6

A finite element aerodynamic model that can be used to analyse flutter instability of long span bridges in the time domain is presented. This approach adopts a simplified quasi-steady formulation of the wind forces neglecting the vortex shedding effects. The governing equations used are effective only for reduced velocities $V^*$ sufficiently great: this is generally acceptable for long-span suspension bridges and, then, the dependence of the wind forces expressions of the flutter derivatives can be neglected. The procedure describes the mechanical response in an accurate way, taking into account the non-linear geometry effects (large displacements and large strains) and considering also the compressed locked coil strands instability. The time-dependence of the inertia force due to fluid structure interaction is not considered. The numerical examples are performed on the three-dimensional finite element model of the Great Belt East Bridge (DK). A mode frequency analysis is carried out to validate the model and the results show good agreement with the experimental measurements of the full bridge aeroelastic model in the wind tunnel tests. Significant parameters affecting bridge response are introduced and accurately investigated.

CUSTOMER SACRED EXPERIENCE AND STRATEGIC POSITIONING OF LUXURY BRAND

Critiano Ciappei,Lamberto Zollo,Andrea Boccardi 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The value of luxury brand is always latently charged with elements of sacredness. Fashion expresses symbolic meaning that allows customers’ experience to be sacralized in many ways. Hence, customers’ necessity to express their existence is also possible thanks to luxury brand which is defined as exclusive and image-driven. Building on Georg Simmel’s sociological theory of equalization and differentiation behavior in fashion and René Girard’s mimetic theory of sacred, this paper investigates the sacredness in perception of luxury brands. Different customers stereotypes can be defined resulting in what we conceptualize as the sacred experience framework. Specifically, the authors identify three dimensions of the framework, namely the active and passive attitude, the personal and social motivation, and the idolatrous and realist perspective. The framework can be used for strategic positioning of luxury brand. The focus is on risks and threats related to idolatrous positioning of luxury brand and opportunities related to realist positioning. Luxury brand sustainability is possible by fostering the symbolic myth that reflects customer sacred experience. The aim of this paper is a formulation of a general theory of luxury, which to our best knowledge has not been well defined yet. Such a new theory of luxury requires that customers’ needs and motivations theories show how existential desire should be fueled also by sacredness.

3D PRINTING IN LUXURY MASS CUSTOMIZATION: INSIGHTS FROM AREZZO DISTRICT COMPANIES

Giacomo Marzi,Lamberto Zollo,Andrea Boccardi 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The aim of this study is to understand how companies radically change their approach to marketing after the introduction of a process innovation. Thanks to multiple case studies in Arezzo gold luxury district, it is possible to build a conceptual framework subsequently tested through System Dynamics simulation technique.

HOW REPUTATIONAL LOSS EVENT IMPACTS ON MARKET VALUE OF FASHION FIRMS

Riccardo Rialti,Lamberto Zollo 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Corporate reputation is one of the most important assets for a firm. Literature has widely investigated on how corporate reputation affects competitive advantages and marketing strategies, thus improving customer loyalty and brand’s image. Specifically, scholars have focused on reputational loss event’s linkage with both financial performance and cushion effect on stock price fall during economic crises. Corporate reputation can be divided into three interrelated elements: managerial, financial, and product reputation. Main critical drivers that characterize corporate reputation are, firstly, the quality of product, management, and employees; then, organizational attractiveness, social responsibility and financial performance. Reputation loss may have different nature, resulting both from critical events that deeply affect customers’ perception, and from organizational drivers that are not significantly considered by customers although important for corporate social responsibility. To our best knowledge, while much effort has been given to positive effects of reputation, scarce attention has been given to the typology of reputational loss event impacting on firm’s financial situation. Thanks to multiple case studies in global fashion industry, the authors assess market reactivity after corporate loss of reputation. The focus is on critical drivers that may damage a brand’s image, consequently causing a financial loss. In addition to this, the paper highlights the nature of main reputational risks that mostly impact on stakeholders’ perception of firm’s reputation in fashion industry.

CUSTOMERS’ PERCEPTION OF HERITAGE AND AUTHENTICITY IN LUXURY FASHION BRAND: A STRUCTURAL PATH DIAGRAM

Cristiano Ciappei,Lamberto Zollo,Andrea Boccardi,Riccardo Rialti 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

One of the most significant challenges of modern strategic marketers refers to the ability of expressing the authentic value of fashion brand. This is particularly important for luxury goods, which are able to effectively impact on customers’ social attitude and behavior. Hence, pertinent literature is progressively focusing on the role of authenticity as a strategic element for marketing theory. Specifically, three elements have been associated with brand’s authenticity, namely quality commitment, heritage, and sincerity. In the present research we apply a validated empirical instrument concerning brand authenticity and its aforementioned three elements. Precisely, we will present and discuss the results of a survey implemented in the Tuscany region (Italy), thus aiming at investigating possible differences and/or similarities characterizing Tuscan customers’ perception of luxury brand authenticity. A structural equation model will be conceptualized and assessed in order to analyze the existing relationships between brand’s authenticity elements, namely quality commitment, heritage, and sincerity. The results confirm the hypothesized significance of these relationships among variables. Further, we will introduce the notion of mythopoiesis, which will be interpreted as a strategic vehicle able to appropriately communicate the traditional values, culture, and historical symbolic meanings of luxury fashion brand. Actually, marketing mythopoiesis results in being an effective element for translating a historical ‘stock’ of heritage into a strategic ‘flow’ of narrative capabilities by marketing managers.

DIGITAL CULTURAL HERITAGE MARKETING: THE ROLE OF DIGITAL TECHNOLOGIES IN CULTURAL HERITAGE VALORIZATION

Riccardo Rialti,Lamberto Zollo,Cristiano Ciappei,Marica Laudano 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

This research aims at analyzing the role of digital technologies for communication in the personalization of cultural heritage visitors’ experience and the potential of such technologies in valorizing cultural heritage sites. In order to explore such a phenomenon through a pilot study, a conceptual framework has been developed in the attempt to better conceptualize the modern notion of digital cultural heritage. The theoretical foundations are experiential marketing (Schmitt, 1999), authenticity in visitors’ experience (Neuhofer et al., 2014), and engineering studies on successful application of technologies in cultural heritage sites (Sparacino, 2004). From the proposed conceptual framework some relevant insights have emerged. In particular, main findings deal with digital technologies being characterized by three particular kinds of artificial intelligence, namely (a) perceptive intelligence, (b) interactive intelligence, and (c) narrative intelligence. Specifically, perceptive intelligence allows a digital technology to seize visitors’ movements inside the museum (Barrera et al., 2013). Interactive intelligence is the kind of intelligence that permits a digital technology to elaborate visitors’ preferences (Sparacino, 2004). Narrative intelligence, finally, enables a digital technology to communicate with visitors (Karaman et al., 2014). Technologies with such features, then, may potentially stimulate positive feelings and emotions in visitors. Particularly, the storytelling of digital personalization of cultural heritage sites can effectively personalize visitors’ experience and uplifts the visit toward an authentic and unique experience (Frow and Payne, 2007; Sani, 2011). Since these technologies could help visitors in fully understanding their personal interests towards arts and cultural heritage, they can also act as instruments of cultural heritage sites promotion. Specifically, these technologies can suggest visitors’ successive cultural heritage sites and also stimulate visitors to suggests others to visit particular sites due to their positive experience (Sweeney et al., 2012).Finally, this study stresses the importance of digital technologies as instruments of experiential marketing by improving visitors’ experience. Moreover, digital technologies for cultural heritage may be interpreted as a key competitive advantage for cultural heritage sites. In particular, digital technologies may be interpreted as strategic levers in order to stimulate the diffusion of word-of-mouth marketing in cultural heritage.Finally, this study stresses the importance of digital technologies as instruments of experiential marketing by improving visitors’ experience. Moreover, digital technologies for cultural heritage may be interpreted as a key competitive advantage for cultural heritage sites. In particular, digital technologies may be interpreted as strategic levers in order to stimulate the diffusion of word-of-mouth marketing in cultural heritage.

HERITAGE AND INNOVATIVE MYTHOPOESIS IN AUTHENTICITY OF HIGH SYMBOLIC FASHION BRAND

Cristiano Ciappei,Andrea Boccardi,Lamberto Zollo 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

In a period of crisis and uncertainty as the current, heritage marketing is a suitable strategic opportunity because it associates values and meanings to products and services by using corporate heritage or brand heritage in order to communicate identity, continuity and stability. Heritage marketing seems particularly appropriate for high symbolic fashion brand that require the ability to transmit identity and to generate symbolic meanings. In relation to high symbolic fashion brand, an opportunity for heritage marketing strategies is to narrate the myths associated with the brand. In fact, literature has highlighted that fashion brand can be associate to the concept of myth thanks to the presence of symbolic values and meanings. Heritage and myth are concepts linked to time and progression. Therefore, they should continually innovate and evolve in relation to the community of reference in order to find a balance between continuity and renewal. However, a risk of heritage marketing strategies is to merely celebrating the past thus losing the ability to generate and regenerate myths and symbolic values. This paper aims to provide a critical contribution to heritage marketing literature highlighting the risk of obsessive fixation in the celebration of the past. In order to avoid this risk, the paper proposes that a possible solution might be the integration of mythopoesis which is the ability to generate and regenerate myths in order to create and perpetuate sense and meaning through narrative.

SOCIAL MEDIA BASED LUXURY MARKETING: ARE ACTIVITIES ON SOCIAL MEDIA CAPABLE TO TRANSMIT LUXURY BRAND HERITAGE AND EXCLUSIVITY TO CUSTOMERS?

Riccardo Rialti,Lamberto Zollo,Cristiano Ciappei,Yoko Sugitani 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

The aim of this exploratory research is to investigate whether luxury brands social media activities (Kim & Ko, 2012) – which are online activities that could potentially engage customers in digital environment (Sashi, 2012) – are capable of transmitting the sense of heritage of such brands to the customers. Moreover, the authors will observe whether the aforementioned activities are capable of transmitting the sense of exclusivity, which will be measured through the customers’ perceptions of the brand prestige (Hwang & Hyun, 2012), to the latter. In order to explore such a phenomenon, the authors have selected structural eqation modeling (SEM) as the main methodology of the research (Bagozzi & Yi, 1988). The theoretical foundations of the present research are related with three streams of marketing literature, namely (1) luxury brands social media marketing activities (Kim & Ko, 2010; Kim & Ko, 2012), (2) luxury brands heritage (Ciappei, Zollo, Boccardi, & Rialti, 2016; Hudson, 2011; Rialti, Zollo, Boccardi, & Marzi, 2016) and, finally, (3) luxury brands customer-based prestige (Napoli, Dickinson, Beverland, & Farrelly, 2014). In particular, building on the concept of social media marketing activities (Kim & Ko, 2010), we aimed at observing how the latter could influence customers’ perceptions of the brand by engaging them in online activities and conversations (Sashi, 2012; Zaglia, 2013). Specifically, we investigated if engagement in online activities or in online communities is related with a positive perception of luxury brands’ heritage and prestige. Hence, customers’ online engagement deriving from social media activities has been considered as an antecedent of customer perceived heritage and prestige (Phan, Thomas, & Heine, 2011; Hamzah, Alwi, & Othman, 2014; Riviezzo Garofano, & Napolitano, 2016). Luxury brands have been selected as the context of research since heritage and prestige have emerged as relevant strategic marketing levers for luxury brands’ brand strategist. As a proof of that, recently, luxury brands’ strategist and product managers are increasingly focusing brands’ strategies on the history of the brands in order to transmit customers a feeling of exclusivity and elitism (Hudson, 2010; Balmer, 2011). Thus, luxury brands heritage perceived by costumers emerged as a fundamental component of brand identity and, in addition, it may be considered as a form of competitive advantage increasing brand equity (Van Riel & Balmer, 1997). The main findings of the present research are related with the fact that social media marketing activities may engage customers online (Sashi, 2012). Moreover, it emerged how social media strategies are capable to engage customers and transmit them the sense of heritage and prestige. Hence, social media marketing strategies focused on developing a relationship with customers emerged as crucial in order to enhance customers’ perceptions of a brand heritage and prestige. Finally, the development of such a kind of social media marketing strategies is the principal implication for marketing managers. Due to the aforementioned results, this exploratory research contributes to online luxury brand management literature (Kim & Ko, 2010). In particular, due to our results it is possible to assess that social media activities, which are capable to engage customers online, are able to transmit the sense of heritage and of prestige. Future researches should explore better this phenomenon. In particular, on the one hand we suggest scholars to investigate through qualitative methodologies which kind of communications are capable to transmit sense of heritage and prestige. On the other hand, we suggest scholars to compare traditional form of communications with online form in order to understand which one is more capable to influence customers’ perceptions. The principal limitation of this research is related with its exploratory nature and with the traditional limitations of SEM methodology.