http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
THE PARADOX OF PARODY: DISRUPTIONS OF NEW SOCIAL MEDIA CONTENTS
Valentina Mazzoli,Diletta Acuti,Raffaele Donvito,Gaetano Aiello 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Given the relevance of social media platforms into everyday life, User-Generated- Contents (UGC) have come to represent one of the richest and used source of online information (Koltringer and Dickinger, 2015). UGC include online information sources that are developed, and used by consumers who intend to communicate each other and share information about products, brands and services (Culotta and Cutler, 2016) influencing other customers’ perception and decision-making process. In this perspective, for marketers who need to manage their brands, UGC on social media provide new opportunities and new dangers. One particular kind of contents created by consumers are parodies of advertisement (parodic ads), humorous messages that parody extant advertising (Roehm and Roehm, 2014). This kind of UGC can damage or be beneficial for brands image and reputation. After the development of an overview about parody literature in management discipline, this research aims at investigating the effect of parodic ads video - created and shared by users on social media - on the image and the reputation of the parodied advertising's brand. With this aim, authors will developed a content analysis on ads videos and parodic ads videos and related comments on You Tube.
ASSESSING ONLINE BRAND EXPERIENCE THROUGH CONSUMER BRAND ENGAGEMENT BEHAVIOR
Valentina Mazzoli,Raffaele Donvito,Laura Grazzini 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
This study aims at identifying a novel framework that further explains the relationship between brands and customers in the online context at different touchpoints (e.g. social media, website) of the customer journey. In pursuing this goal, authors expect online brand experience as the main trigger in determining specific customer brand engagement (CBE) behaviours.
Valentina Mazzoli,Diletta Acuti,Raffaele Donvito 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
The current research aims to shed light on consumer-brand relationship, adopting the self-determination theory as theoretical lens for defining the antecedents and the consequences of the Brand Engagement in Self Concept (Sprott, Czellar, & Spangenberg, 2009). The originality of the study stems in the contest of analysis, that is the international cosplayer community, given the extreme engagement manifestation of the actors of the community in comics characters. Thus, the goal of this study is to test a model previously proposed by Razmus, Jaroszy?ska, & Pal?ga (2017) in a community of high engagement manifestations, that is the cosplayer community (e.g. dress-up as their own favourite character). Moreover, authors would like to introduce a novel variable that is the brand-self congruity (Aaker, 1997; Sirgy, 1982), able to influence the relationship between personal aspirations (Kasser and Ryan, 1993; 1996), brand engagement in self-concept, brand advocacy (Kim et al. 2001) and brand loyalty (Oliver, 1999).
Gaetano Aiello,Raffaele Donvito,Valentina Mazzoli,Diletta Acuti 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
The aim of this research is to investigate firms network of sustainability and fashion management, considering two different perspectives: the provider of waste and the user of waste point of views. This paper, based on a multiple case analysis, tries to find out an integrated way to reduce the environmental impact of fashion firm activities, exploiting a networked supply chain and different subjects along the value chain. This work finally provides two different approaches to sustainability linked to the different business models of the two firms analysed. According to authors’ perspective these two actors represent meaningful examples of successful networked supply chains members showing how an enterprise could reduce its environmental impact becoming an active part of a networked scenario.
THE LUXURY DIMENSIONS IN THE AREA OF SOCIAL MEDIA:AN EXPLORATION OF LUXURY BRANDS ASSOCIATIONS
Gaetano Aiello,Raffaele Donvito,Valentina Mazzoli,Laura Grazzini 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The aim of this paper is to investigate, through a content analysis, the communication strategies used by luxury fashion brands on Twitter and the related Twitter eWOM, with the purpose to identify brand associations compared to luxury dimensions considered in literature (De Barnier et al. 2012; Godey et al. 2014). Within the luxury fashion environment, where every detail is meaningful and, consequently, every single word matters, this study attempts to provide a contribution into the field of luxury advertising, by comparing semantic fields of words chosen by digital fashion marketers and by popular fashion bloggers to the dimensions that define the luxury construct in luxury literature.
An instagram content analysis for city branding in London and Florence
Diletta Acuti,Valentina Mazzoli,Raffaele Donvito,Priscilla Chan 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.3
This paper aims to understand how user-generated content (UGC) affects the process of place branding by identifying the main associations of various actors related to London and Florence, both traditionally linked to the fashion industry. In particular, this study focuses on fashion as a city image component that contributes to the construction of the image of London and Florence. This research applies a content analysis of visual information (pictures) and textual information (hashtags) available on social networks (i.e. Instagram), typing the hashtags #London and #Florence, to reconstruct the brand image of these two cities. As the recent literature has argued for brands or products, even for places and cities, it is important to monitor the perceived city brand image resulting from the overall online experience, especially on social media. This paper is one of the first to apply content analysis on Instagram in relation to city branding, where the core of communication is based on images. Therefore, in contrast to previous studies, this work principally focuses on visual communication, as a form of textual paralanguage communication, for the construction of a city image for London and Florence.
ARE FASHION CITIES REALLY FASHION CITIES? AN ANALYSIS ON CITY BRAND ASSOCIATIONS
Diletta Acuti,Valentina Mazzoli,Raffaele Donvito,Priscilla Chan 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
This paper aims to monitor brand image of two important fashion cities on social media (Instagram). Through a content analysis of pictures and texts authors attempt to identify the main associations that various actors have of London and Florence, both traditionally strictly related to the fashion system. As recent literature has argued for brands or products, even for places and cities (Gilboa et al. 2015), it is important to monitor the perceived city brand image resulting from the overall online experience (Choi et al. 2007), especially on social media. Indeed, it is demonstrated that word of mouth on social media is able to strongly affect users’ perceptions (Gretzel, Yuan, and Fosenmaier, 2000), thus contributing at the construction of the city brand image. This paper is one of the first one that applies content analysis on Instagram in city/place branding, where the core of communication is based on images. Therefore, differently from previous studies (And?hn et al. 2014; De Moya and Jain, 2013), this work principally focuses on visual communication, as form of textual paralanguage communication (Luangrath, Peck, and Barger, 2016), for the construction of city image of London and Florence.
THE POWER OF SILENCE: HIGH-END FASHION BRANDS WITHDRAW FROM SOCIAL MEDIA
Olga Nechaeva,Valentina Mazzoli,Raffaele Donvito,Virginia Vannucci,Gaetano Aiello 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Some well-known luxury fashion brands log off social media or deliberately keep their accounts empty. The article investigates how consumers of high-end fashion brands react to this social media strategy through a series of experiments. This study provides managerial implications for social media strategy of luxury fashion brands.