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EFFECTS OF BEAUTY VLOGGERS’ EWOM AND SPONSORED ADVERTISING – THE CASE OF SINA WEIBO
Claudia E. Henninger,Marta Blazquez-Cano,Weifang Ding 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
This article investigates the effects of beauty vloggers’ (video bloggers) eWOM and sponsored advertising on followers utilizing Sina Weibo, thereby exploring the concepts of eWOM, opinion leadership, and social status. This exploratory qualitative study found that vlogging differs from traditional blogging in that direct advertising that fosters ease of purchase of a product is appreciated by followers, whilst direct marketing, which in this case refers to simply describing the benefits of products and/or services, is seen as unfavorable. Moreover, this research found a relationship between the influence of vloggers, expertise of followers, the level of detail in adverts, and the level of trust. This provides valuable insights into attitudes and perceptions of followers of beauty vlogs, which can utilized as practical implications to develop targeted advertising strategies for companies seeking to promote their products and brands through third party vlogs.
Chan Hazel Hoi Yau,Henninger Claudia,Boardman Rosy,Cano Marta Blazquez 한국마케팅과학회 2024 Journal of Global Fashion Marketing Vol.15 No.1
With the advancement of 3D design software, “digital fashion” has evolved from a retail and design tool for physical fashion to a virtual-only end-product sold to consumers in wholly digital form. As many brands are now developing digital fashion end products as a new revenue stream, given its potential to reduce some levels of overconsumption of physical clothing, it warrants academic attention. However, the literature has predominantly defined digital fashion as a tool rather than an end-product, resulting in an incomplete definition of digital fashion. This hinders scholars’ ability to fully comprehend and explore this emerging product category. This article aims to synthesize the current marketing/management literature on digital fashion and investigate the theories, context, characteristics, and methodology of digital fashion as an end-product. This study contributes to the literature by providing a comprehensive industry-accepted definition of digital fashion within a conceptual framework, categorizing six different types of digital fashion end-products, and establishing a future research agenda that will lead to new research streams.
CHINESE CONSUMERS AND FASHION DISPOSAL PERCEPTIONS: FROM TRADITIONS TO ONLINE PLATFORMS
Panayiota J Alevizou,Claudia E Henninger,Xiaoye Fu 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
China is leading the global fashion market value in 2023 with consumers experiencing an integration of traditional consumption and production approaches to innovative ones triggered by the internet of things (IoT). This high speed ‘inspire and sell’ consumer conversion approach (ibid) is both enabling fashion consumption and introducing alternative approaches to end of life items. This finds Chinese consumers on the top of the global fashion consumption ranks raising even more the importance of sustainable practices. On an industry level, the shortened fashion cycles, the changes in item longevity, the low prices and the fast-moving consumer trends have attributed to an increasing waste generation as consumers discard clothes more frequently. Increasingly, studies alert to the availability of alternative end of life fashion practices, such as, swapping, renting selling etc offering more choices in terms of reducing fashion waste. Yet research related to these efforts seem to have a national or regional perspective and approach and most of the studies are located and focused on western societies.
THE DARK SIDE OF CHATBOTS AND ITS EFFECT ON THE CUSTOMER EXPERIENCE IN LUXURY RETAILING
Ruofei Chen,Rosy Boardman,Claudia Henninger 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
We are living in a world that is increasingly digital and undergoing dramatic changes as a result. In particular for luxury fashion, growing numbers of online customers as well as fast changing business environment, luxury retailers face the challenge of differentiating themselves by offering a better online customer experience (Chen et al. 2021). By doing so, luxury fashion retailers are increasingly deploying chatbots in their service encounters to enhance customer experience (Roy & Naidoo, 2021). Chatbots are powered by Artificial Intelligence (AI) (Hoyer et al. 2020) and are an example of AI robot that can provide human-computer interactions on a retail website (Lee et al. 2017). Intended to enhance the online customer experience, chatbots have the potential to provide a better understanding of the product performance, enable efficient use of customer time, and help build crucial customer relationships (Rese et al. 2020; Wilson-Nash et al. 2020; Xu et al. 2022). Therefore, chatbots’ potential has been highly valued by fashion retail industry and academia (Jiang et al. 2022).
THE DARK SIDE OF CHATBOTS AND ITS EFFECT ON THE CUSTOMER EXPERIENCE IN LUXURY RETAILING
Ruofei Chen,Rosy Boardman,Claudia Henninger 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
We are living in a world that is increasingly digital and undergoing dramatic changes as a result. In particular for luxury fashion, growing numbers of online customers as well as fast changing business environment, luxury retailers face the challenge of differentiating themselves by offering a better online customer experience (Chen et al. 2021). By doing so, luxury fashion retailers are increasingly deploying chatbots in their service encounters to enhance customer experience (Roy & Naidoo, 2021). Chatbots are powered by Artificial Intelligence (AI) (Hoyer et al. 2020) and are an example of AI robot that can provide human-computer interactions on a retail website (Lee et al. 2017). Intended to enhance the online customer experience, chatbots have the potential to provide a better understanding of the product performance, enable efficient use of customer time, and help build crucial customer relationships (Rese et al. 2020; Wilson-Nash et al. 2020; Xu et al. 2022). Therefore, chatbots’ potential has been highly valued by fashion retail industry and academia (Jiang et al. 2022).