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The strengths of fashion film series: The effects on character empathy and brand anthropomorphism
Lim Heejin An,Im Hyunjoo,Lee Garim 한국마케팅과학회 2022 Journal of Global Fashion Marketing Vol.13 No.4
Despite the extensive research on the effects of storytelling in ads, studies have neglected to investigate fashion film series. The current research fills this gap, emphasizing the strengths of fashion film series. Previous studies on the effects of repeated exposure provide a framework to understand the superiority of film series (vs repeats). A 1-factor 3-level (fashion films: series vs. repeats vs. control) online experiment reveals that participants who viewed film series showed higher character empathy (marginally significant) and brand anthropomorphism than participants who viewed film repeats or viewed a film once (control condition). Moreover, character empathy mediated the relationship between fashion films and brand anthropomorphism. Furthermore, brand anthropomorphism is associated with brand love. The study shows that exposure to diverse stories about a character is more effective than repetitive stories in strengthening the consumer-brand relationship.
Heejin Lim,Michelle Childs,Leslie Cuevas,Jewon Lyu 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This study aims to assess the effectiveness of backstage storytelling in luxury brands’ social media communication and examine a psychological mechanism that elucidates how luxury brands’ backstage storytelling influences consumers’ attitudinal and relational outcomes. The theory of narrative transportation (Escalas, 2004) was employed as a theoretical lens. Focusing on the effects of visual storytelling in a social media platform, this study proposed that photos of a luxury brand’s backstage images offer a greater level of narrativity than staged images of products and models. Additionally, this study proposed VIP emotions and perceived intimacy as mediators between transportation to photo narrative and attitudes toward the brand, brand evaluation and self-brand connection. In addition, the effectiveness of social media for luxury brands’ visual storytelling was tested by testing the role of telepresence in viewers’ information processing. This study selects Instagram, a visual-oriented social media platform, as the study context; Chanel, a luxury fashion brand, was selected to develop the study stimuli. Two Instagram accounts for Chanel were created as study stimuli through a pre-test: one account with frontstage brand photos and one account with backstage brand photos. Students from two universities in the Southeast and Midwest were recruited and randomly assigned to one of the two experimental conditions, frontstage (n=118) or backstage (n=134) Chanel Instagram account. Manipulation checks confirmed that respondents perceived the experimental conditions as intended. Our results revealed that viewers in the backstage condition experienced higher levels of transportation than those in the frontstage condition; VIP emotions and perceived intimacy mediate the relationship between transportation and attitudes towards a brand’s Instagram, brand evaluations, and self-brand connection. Additionally, ANCOVA results confirmed the interaction effects of telepresence on transportation is significant only in the backstage condition. Findings from this study shed light on the effectiveness of luxury fashion brands’ visual storytelling in social media communication.
Lim Heejin,Childs Michelle,Cuevas Leslie,Lyu Jewon 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.2
Grounded on commodity theory, this study examines the effects of content ephemerality on the perceived feeling of exclusivity in luxury brands’ social media communication. This study also investigates the role of luxury brand followers’ social value orientation in the effectiveness of the ephemeral content strategy. Employing Instagram as a study context, we conducted two main experiments using a single factor (i.e., ephemeral versus archived content) between-subject design. The findings of this study demonstrate that ephemeral content generates a higher level of perceived exclusivity than archived content. However, this effect was significant only for those relatively low in social value orientation. Also, perceived exclusivity was found to mediate the moderated effects of presentation modes on attitude towards a luxury brand’s Instagram. A neglected area in the field of luxury brands’ social media communication is how to develop differentiated content strategies for distinct audiences. The findings of the two studies suggest that while luxury brands reach a wide range of consumers via brand online social networking, they should consider offering the feeling of exclusivity to enhance attitude towards social media content among those low in social value orientation. We recommend that luxury brands carefully utilize the ephemeral content strategy as a solution.
Lim, Chae-Mi(임채미),Lee, Jieun(이지은),Lim, Heejin(임희진) 한국소비문화학회 2009 소비문화연구 Vol.12 No.1
본 연구의 목적은 technology market에서 소비자들의 라이프스타일에 기반한 세분집단을 규명하는 것이다. 다단계 군집분석(multi-step cluster analysis)을 사용하여 1,186명의 응답자들을 4개의 차별화된 소비자라이프스타일집단- Smart shoppers, Trendy shoppers, Tech-laggards, and Apathetic shoppers-로 세분화하였다. 4개의 군집 집단들은 가격 의식, 브랜드 의식, 패션 의식 및 기술 혁신성 등의 소비자라이프스타일 변수에서 의미 있는 차이를 보였다. 또한 세분집단간에 다양한 쇼핑관련 태도와 행동을 비교함으로써 소비자라이프스타일 세분화의 타당성을 입증하였다. 분석 결과 각각의 소비자라이프스타일 군집에 속하는 응답자간에 다양한 쇼핑 채널에 대한 인식, 충동구매행동, 그리고 혁신적인 기술 제품들의 소유여부에 차이가 있는 것으로 밝혀졌다. 본 연구의 결과에 기반하여 마케터들을 위한 전략적 시사점이 도출되었다. This study identifies consumer lifestyle segments among consumers of technology market. By using multi-step cluster analysis, this study categorizes respondents (n=1,186) into four distinct consumer lifestyle groups Smart shoppers, Trendy shoppers, Tech-laggards, and Apathetic shoppers. Overall, four cluster groups show significant differences in lifestyle variables such as priceconsciousness, brand-consciousness, fashion consciousness, and technology innovativeness. Consumer lifestyle segmentation is validated by comparing various shopping-related attitudes and behavior across segments. Findings show that respondents in four consumer lifestyle clusters significantly differ from each other in terms of perception of different shopping channels, impulse buying behavior, and ownership of innovative technology products. Based on the results, strategic implications for marketers are discussed.
Heejin Lim,Eunju Yeo,Eunju Song,Yun-Hee Chang,Bok-Kyung Han,Hyuk-Joon Choi,Jinah Hwang 한국영양학회 2015 Nutrition Research and Practice Vol.9 No.6
BACKGROUND/OBJECTIVES: Citrus flavonoids have a variety of physiological properties such as anti-oxidant, anti-inflammation, anti-cancer, and anti-obesity. We investigated whether bioconversion of Citrus unshiu with cytolase (CU-C) ameliorates the anti-adipogenic effects by modulation of adipocyte differentiation and lipid metabolism in 3T3-L1 cells. MATERIALS/METHODS: Glycoside forms of Citrus unshiu (CU) were converted into aglycoside forms with cytolase treatment. Cell viability of CU and CU-C was measured at various concentrations in 3T3L-1 cells. The anti-adipogenic and lipolytic effects were examined using Oil red O staining and free glycerol assay, respectively. We performed real time-polymerase chain reaction and western immunoblotting assay to detect mRNA and protein expression of adipogenic transcription factors, respectively. RESULTS: Treatment with cytolase decreased flavanone rutinoside forms (narirutin and hesperidin) and instead, increased flavanone aglycoside forms (naringenin and hesperetin). During adipocyte differentiation, 3T3-L1 cells were treated with CU or CU-C at a dose of 0.5 mg/ml. Adipocyte differentiation was inhibited in CU-C group, but not in CU group. CU-C markedly suppressed the insulin-induced protein expression of CCAAT/enhancer-binding protein α (C/EBPα) and peroxisome proliferator-activated receptor gamma (PPARγ) as well as the mRNA levels of CEBPα, PPARγ, and sterol regulatory element binding protein 1c (SREBP1c). Both CU and CU-C groups significantly increased the adipolytic activity with the higher release of free glycerol than those of control group in differentiated 3T3-L1 adipocytes. CU-C is particularly superior in suppression of adipogenesis, whereas CU-C has similar effect to CU on stimulation of lipolysis. CONCLUSIONS: These results suggest that bioconversion of Citrus unshiu peel extracts with cytolase enhances aglycoside flavonoids and improves the anti-adipogenic metabolism via both inhibition of key adipogenic transcription factors and induction of adipolytic activity.