CONNECTING OR DISCONNECTING: LUXURY BRANDS’ SOCIAL MEDIA STRATEGIES AND AFFLUENT CHINESE FEMALE CONSUMERS’ INTERPRETATIONS

Huan Chen,Ye Wang 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

With its fast growing economy and huge population, China has become one of the most lucrative markets for luxury brands (Zhan and He 2012). In fact, China has surpassed Japan and become the No.1 luxury products spender in the world, accounting more than one-quarter of the global luxury brand expenditure (Artsmon et al. 2012). Chinese middle-class consumers thus have become important targets of luxury brands (Zhan and He 2012). However, China’s culture is different from Western cultures (Li, Li and Kambelle 2012), and Chinese luxury consumers have their distinctive characteristics (Buchwald, 2015). Therefore, Chinese luxury consumption may not follow the trends of Western world (Li, Li and Kambelle 2012). Previous studies have explored Chinese luxury consumers’ perceptions and receptivity of luxury brands in different cultural contexts (Bian and Forsythe 2012; Wang, Sun and Song 2011; Zhan and He 2012; Wang, Sun and Song 2011; Li, Li and Kanbelle 2012; Oswald 2010, Li and Su 2007; Wang and Ahuvia 1998). However, all those studies have only investigated luxury brands’ marketing strategies in traditional offline worlds. With the emergence of digital technology, luxury brands have started building presence in online world through different digital marketing strategies (Okonkwo 2009). Among all the digital marketing tools, social media marketing has become an increasingly important marketing communication weapon (Kim and Ko, 2012). While the luxury brands have widely accepted social media marketing, the academic research largely lags behind, Only limited number of studies have examined luxury brands’ social media marketing strategies (Tynan, McKechnie, and Chhoun, 2010; Kim and Ko, 2012). No study, to the authors’ knowledge, has been conducted to investigate luxury brands’ social media marketing strategies in connecting with Chinese consumers. In addition, previous studies on luxury brands marketing have conducted either quantitatively (Bian and Forsythe 2012; Wang, Sun and Song 2011; Zhan and He 2012; Wang, Sun and Song 2011; Li, Li and Kanbelle 2012) or qualitatively (Oswald 2010, Li and Su 2007; Wang and Ahuvia 1998) from either consumers’ or marketer’s perspective. In order to fill the research gaps, the current study is designed to explore the phenomenon with a mixed method by integrating both marketers’ social media marketing strategies and consumers’ interpretation of those marketers’ social media marketing in the contextof China. Specifically, a quantitative content analysis was conducted to examine marketers’ social media marketing strategies on a Chinese social media platform: WeChat; in the meanwhile, a qualitative study was conducted to explore Chinese female affluent consumers’ interpretations of those social media strategies transmitted via WeChat. Based on the research purpose, two overarching research questions were proposed: R1: Do Western luxury brand use social media platform of WeChat to build social presence, create self-presentation or interact with consumers? R2: What are Chinese female affluent consumers’ perceptions and interpretations of luxury brands’ social media marketing communication strategies via WeChat? Methodology The current study used a mixed methodological approach (Creswell 2014). Specifically, a quantitative content analysis (Krippendorff 2012) and a phenomenological study (Creswell 2012) were conducted to investigate luxury brands’ social media marketing communication strategies via WeChat and Chinese female affluent consumers’ perception toward those marketing communication strategies. Initial Findings Study 1 So far, 50% (N = 60) of the sample was analyzed. RQ1 asked about the luxury brands’ marketing communication strategies. The initial frequencies of each coded variable are reported in Table 1. Table 1. Frequencies of Coded Variables The results showed that more than half of the coded messages had images, showed products/brands in images or videos, provided event, discount and other promotional information, described products’ physical features and attributes, contained celebrities, sought action-based participation, and applied hyperlinks. The initial data suggest that a major use of social media in luxury brand advertising is to build the brand’s social presence by extensively using visuals. Images were found in 44 messages, and 25 of them used 6 or more images. Most of these images showed products or brands. Video also appeared in 14 messages. The initial results also suggest consumer interaction and engagement is restricted to the lowest level. The two major ways of interaction were hyperlinks and action-based participation. A close examination showed that these two were often used together. A hyperlink used anchor text that contained a call for action-based participation, like “read more,” “get the coupon,” etc. A lot of these actions related to consuming content, like reading, downloading or sharing, which is the lowest level of brand related-activeness on branded social media sites (Muntinga, Moorman, and Smit 2011).Additionally, product/brand information and physical features and attributes were frequently mentioned, suggesting that luxury brands use social media for information dissemination. WeChat has a large size of active users, and self-disclosure of information on social media can create a sense of close relationship (Kaplan and Haelein, 2010). High product quality, especially in terms of design and craftsmanship were frequently addressed, suggesting that that social media are used to communicate the nuances of brand’s social meanings. For example, some messages described the conceptualization of the design, the processing of handcrafting, and the meaning of the design, etc. These deeper meaning of a brand is often left out of traditional methods of advertising because of limited space or time. Celebrity was one of the major methods to create social meaning, suggesting that luxury brands use social media to leverage parasocial interaction between celebrities and consumers. Parasocial interaction refers to consumers’ perception of personal relationship with media personalities (Men and Tsai 2013). Among the sample messages, there were interviews with famous designers, advices and recommendations from celebrities about luxury brand and fashion, etc. These messages offer an opportunity for consumers to connect with celebrities, and subsequently, associate luxury brands with these iconic figures (McCraken, 1989). All in all, Western luxury brands largely use social media to build social presence, disseminate information, and communicate brand’s social meanings. Luxury brands frequently interact with audiences on social media but the level of consumer engagement is restricted. Study 2 The participants’ interpretations of WeChat provide a unique context and form a crucial referential framework for them to interpret luxury brands’ marketing communications on this particular social media platform. Specifically, the themes that emerged regarding those Chinese female affluent consumers’ perceptions of the social medium are an intimate friend vs. an everyday assistant, simple vs. complicated, and stickiness vs. interactivity; and, the themes regarding the participants’ interpretation of luxury brands’ marketing communications include inactive, conservative, and distance. Based on their own experiences of social media marketing and from consumers’ perspectives, the participants also provided insightful suggestions for luxury brands to improve their social media marketing to better connect with their consumers. Interpretation of WeChat An Intimate Friend vs. An Everyday Assistant According to the participants, their usage and composition of friends on WeChat has kept changing and evolving. At the initial stage of their usage, all the friends on WeChat were family members and close friends. At that time, WeChat constructed a small, closed, and intimate social circle for them to communicate, socialize, and entertain themselves and their WeChat friends in a carefree and relaxing way. In this sense, WeChat is like a good friend, who can accompany them and chat with them whenever they need him/her. Later, with the number of WeChat friends increasing and expanding, the composition of theirWeChat friends has also become complicated: different social relationships have been added to their WeChat friend list. Accordingly, based on the closeness and remoteness, they categorize their WeChat friends and communicate and socialize with them in a more cautious and delicate way. In this sense, WeChat has also changed to an office assistant who helps them to manage and maintain their social relationships. Simple vs. Complicated With the change of WeChat and the revolution of participants’ usage and experiences, in the life-worlds of the participants, WeChat has transformed from a simple chatting app to a multi-functional personal service hub. At the initial usage of stage, according to the participants, the major function of WeChat is a chatting app to communicate with their friends conveniently. Later, with more functions to be added to WeChat, WeChat has evolved to a complicated personal service hub to serve various personal and commercial purposes for the participants. Stickiness vs. Interactivity According to the participants, WeChat is a unique social media platform with high stickiness but low interactivity. The participants indicated that they use WeChat all the time, and they have to check their WeChat numerous times during a day. In other words, WeChat is considered as a high frequency social media app. In the meantime, the participants felt that WeChat is lacking interactivity when comparing to other social media platforms such as microblogging. They stated that the possible interactive activities on WeChat are very limited. In other words, in the life-world of the participants, WeChat is perceived as a less reciprocative social media platform. Interpretation of Luxury Brands’ Marketing Communication on WeChat Inactive According to the participants, the luxury brands’ WeChat public accounts are less active than other brands’ public accounts. Those luxury brands’ WeChat public accounts post information less frequently and seldom interact with followers. This is actually put those luxury brands in a relatively negative marketing position on WeChat. The participants indicated that they follow many public accounts. Because the luxury brands’ public accounts are not very active, without constant reminder, the followers may gradually forget about those luxury brands’ public accounts and stop checking their accounts’ updates. Conservative In addition to be seen as inactive, the luxury brands’ WeChat public accounts are also perceived to be conservative. According to the participants, compared to other brands, luxury brands’ WeChat public accounts are too serious, less interesting, and lacking entertainment. The participants felt that the luxury brands are very cautious and careful regarding their WeChat presence. Therefore, their WeChat posts are generally too conservative and formal, lacking creativity and uniqueness. As a result, the participants couldn’t remember any impressive and unforgettable post from those luxury brands’ WeChat public accounts.Distance In the participants’ eyes, the luxury brands are perceived to intentionally keep a certain distance from WeChat users. The participants felt that on the one hand the luxury brands are trying hard to connect with their consumers on social media, on the other hand, they are also trying to preserve their luxury brand image on this media platform by alienating general WeChat users. However, the participants felt it is not easy for luxury brands to achieve those two purposes successfully on WeChat. Suggestion of Luxury Brands’ Marketing Communication on WeChat Based on their perceptions and experiences of luxury brands’ social media marketing, the participants offered several insightful suggestions for luxury brands to improve their social marketing endeavors to better connect with their consumers. According to the participants, the most important marketing communication strategy via social media that luxury brands could adopt is to collaborate with opinion leaders (Katz and Lazarsfeld 1957) on social media to humanize, personalize, and entertainize their marketing communications. As the participants indicated, there are many successful and popular personal fashion public accounts on WeChat which have millions of loyal followers. Those personal fashion public accounts usually have unique styles and characteristics that are attractive to and well-liked by their followers. Compared to luxury brands’ official public accounts, those personal public accounts are perceived more humanized, personal, and closer to consumers. In addition, those accounts also have more flexibility to be creative and entertaining thus providing a better social media experience for luxury brands’ consumers. For luxury brands’ own public accounts on social media, the participants suggested that those luxury brands should become more active on social media by posting messages more frequently and constantly reminding consumers of their social presence. In addition, the participants think those luxury brands should be more adventurous on social media by being more creative and expressing more entertaining spirit.

Recursive Chaotic Desynchronized Fingerprint for Large Scale Distribution Using Social Network Analysis

Cong-huan Ye,Zeng-gang Xiong,Yao-Ming Ding,Xueming Zhang,Guangwei Wang,Fang Xu 보안공학연구지원센터 2016 International Journal of Multimedia and Ubiquitous Vol.11 No.7

Average collusion attack is a very effective attack for digital fingerprinting system. Moreover, the commercial value of the colluded content is often time-sensitive. The more profit the colluder will make from it when the colluded copy is distributed earlier. This paper presents a new collusion-resilience approach with recursive chaotic desynchronization and social network. It has processed chaotic transformations due to random image grid based on chaos. The experimental results show that collusion even with only two copies results in degradation of the image metric, even if those traitors try to resynchronization using image registration technology. However, it will take expensive computational cost to do that, and the visual quality is degraded expensively with the increase of the number of fingerprinted copies.

A Secure Fingerprinted Multimedia Distribution Using Social Network Analysis

Cong-huan Ye,Zeng-gang Xiong,Yao-ming Ding,Xueming Zhang,Guangwei Wang,Fang Xu 보안공학연구지원센터 2016 International Journal of Security and Its Applicat Vol.10 No.4

Collusion attack is a very effective attack for digital fingerprinting system. In order to remove or attenuate the fingerprint information hidden in fingerprinted content, a number of users produce a new colluded copy through their own fingerprinted copies. In this paper, we address a novel collusion-resisting desynchronization fingerprinting approach using social network analysis. The novelty of this paper is that collusion attack occurred in a multimedia social network community with high probability. Different from all existing works, with desynchronization model constructed upon social network, the original image is desynchronized to get many similar copies which are different from each other, and then they are assigned and distributed to subscribers according to social network analysis. Theory analysis shows that the presented desynchronization distribution method has significantly better performance than those existing distribution schemes. The experimental results also show that the average colluded images even with only two desynchronized copies have poor visual quality. And the visual quality of colluded images does not improve apparently with the increase of the number of copies.

Novel Microwave Absorption Materials of Porous Flower-Like Nickel Oxide@Polyaniline in the X-Band

Ye Liu,Honglong Xing,Lei Wang,Zhenfeng Liu,Huan Wang,Hanxiao Jia 성균관대학교(자연과학캠퍼스) 성균나노과학기술원 2018 NANO Vol.13 No.6

Porous flower nickel oxide@polyaniline (NiO@PANI) composites as excellent microwave absorption (MA) materials in the X-band were synthesized via a two-step strategy in this work. The porous NiO flower is uniformly dispersed and homogeneous in particle size after Ostwald ripening process. Coating conductive PANI on the surface of porous NiO microspheres could improve interfacial polarization and dielectric loss property that will lead to a great improvement of MA properties. Electromagnetic (EM) parameters of NiO@PANI composites with different NiO contents were investigated by a vector network analyzer and the reflection loss (RL) values with varied thickness were also calculated. The results showed that the effective absorption bandwidths (RL < -10 dB) of all NiO@PANI composites can cover the whole X-band. Especially, the NiO@PANI0.1 composite is able to attenuate microwave energy in the X-band with the thickness of 2.5mm. The NiO@PANI0.2 has a maximum RL of -32.8 dB at 10.1GHz and the effective absorption bandwidths cover 4.64GHz (11.12–15.76GHz) at 2.0mm. The excellent MA absorption performance may be ascribed to the polarization effect, dielectric loss and structure of porous flower-like NiO@PANI. Our work confirms that the synthesized NiO@PANI composite is an attractive candidate as a highly efficient MA material in the X-band.

Experiences of East Asian International Counseling Students during the COVID-19 Pandemic

Ye Luo,Huan Chen,Liesl Hecht,Shuhui Fan,Yuan-Hsuan Lai 한국상담학회 2023 Journal of Asia Pacific counseling Vol.13 No.1

International counseling students, especially those from East Asia, were more vulnerable during the coronavirus (COVID-19) pandemic than their domestic counterparts. In the current study, we explored the lived experiences of ten master’s level East Asian international counseling students (EAICS) during the COVID-19 pandemic using a phenomenological design. Four overarching themes emerged from the analysis: (a) transition in COVID-19 pandemic, (b) being culturally minoritized, (c) positive experiences of the counseling program, and (d) positive action. The critical role of the academic community in supporting this marginalized group against racism and xenophobia and practical ways of facilitating EAICS’s professional development are discussed.

IT ISN’T FOR ME: CHINESE YOUNG MALE CONSUMERS’ INTERPRETATION OF SOCIAL MEDIA LUXURY ADVERTISING

Huan Chen,Ye Wang,Eric Haley 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

“Today I was persuaded to spend more than $200 on a lotion in Barneys. The price difference (between online and store) is $75. However, the store salesman told me that it is only few dollars way! I felt humiliated by the upscale society.” Lawrence, a 22 years old male Chinese who is an international undergraduate student studying marketing in a public U.S. university, posted the above status on his WeChat moments. With its fast growing economy and huge population, China has become one of the most lucrative markets for luxury brands (Zhan and He 2012). In fact, China has surpassed Japan and become the No.1 luxury products’ spender in the world, accounting more than one-quarter of the global luxury brand expenditure (Yousuf 2012). According to Bian & Company’s study (2016), $ 17.6 billion were spent on Chinese luxury market in 2015. In the past, the core Chinese luxury consumers are female middle-class and up-class consumers (Zhan and He 2012). In recent years, the faces of Chinese luxury consumers have gradually changed: more and more Chinese luxury goods buyers are males, and they actually spend more money on average than women do (Chen, 2016). In addition, the Chinese culture is different from the Western culture (Li, Li and Kambelle 2012). Accordingly, Chinese luxury consumption follows its own patterns and trends, which may not always resemble those of the Western world (Li, Li and Kambelle 2012). Previous studies have revealed unique characteristics of Chinese luxury consumers, in terms of motivations, for example, Mianzi (prestigious face) (Li and Su 2007; Wang and Ahuvia 1998), subcultures (Wang, Sun and Song 2011), public meaning (Wang, Sun and Song 2011), gift giving (Li and Su 2007), and reference groups (Li and Su 2007). All of those studies emphasized the cultural and social dimensions of luxury brands’ consumption. Given these distinctive characteristics of the Chinese market, Western luxury brands have made use of all possible communication methods to connect with Chinese consumers. One of the seemingly promising channels is the Internet. The Internet breaks down geographical and temporal boundaries (Kozinets 1999), and enables Western luxury brands to connect with overseas markets. Among all the digital advertising tools, social media have become increasingly important in the Chinese market (Kim and Ko 2012). In 2015 alone, there were 574 million active mobile social media users in China (Kemp 2015). Due to the large number of social media users, Western luxury brands, like Burberry (Phan, Thomas, and Heine 2011), have started practicing social media advertising (Okonkwo 2009). Accordingly, several challenges emerge. With the rising popularity of social media, Chinese consumers increasingly demand Western luxury brands’ social presence online. Looking at the bright side, social media allows Western luxury brands to show a desirable brand image (Okonkwo 2009; Tynan, McKechnie, and Chhoun 2010) and maintain customer relationship (Kim and Ko 2012). However, concerns about negative consumer comments and their potential impact on brand images (Britten 2013; Macnamara and Zerfass 2012; Singer 2014) loom large. Thus, it remains a question whether and to what extent Western luxury brands embrace the interactive media. Moreover, it is unclear how Chinese consumers perceive their social media advertising effort. In particular, how Chinese young males, the new market segment, interpret luxury brands’ social media advertising presence is an untapped research field. Thus, the purpose of this study is to fill the research gap by exploring how Chinese young male consumers understand and interpret luxury brands’ social media advertising. Given the exploratory nature of the study, a qualitative research approach is adopted (Creswell 2013).

A heat shock cognate 70 gene in the endoparasitoid, Pteromalus puparum, and its expression in relation to thermal stress

( Huan Wang ),( Sheng Zhang Dong ),( Kai Li ),( Cui Hu ),( Gong Yin Ye ) 생화학분자생물학회 2008 BMB Reports Vol.41 No.5

Longer-Lasting Electron-Based Microscopy of Single Molecules in Aqueous Medium

Wang, Huan,Nagamanasa, K. Hima,Kim, Ye-Jin,Kwon, Oh-Hoon,Granick, Steve American Chemical Society 2018 ACS NANO Vol.12 No.8

<P>Use of electron-based microscopy in aqueous media has been held back because aqueous samples tend to suffer from water radiolysis and other chemical degradation caused by the high energy of incident electrons. Here we show that aqueous liquid pockets in graphene liquid cells at room temperature display significantly improved stability when using deuterated water, D<SUB>2</SUB>O. Reporting transmission electron microscopy (TEM) experiments based on common imaging conditions, we conclude that use of D<SUB>2</SUB>O outperforms adding radical scavengers to H<SUB>2</SUB>O regardless of imaging details; it increases the lifetime of dissolved organic macromolecules by a factor of 2-5, and it delays by even longer the appearance of radiolysis-induced bubbles, by a factor of time up to 10. We quantify statistically the consequences of minimizing the electron voltage and dose and conclude that the D<SUB>2</SUB>O environment increases sample longevity without noticeable sacrifice of contrast that is critical for direct imaging of weakly scattering organic macromolecules and biomolecules.</P> [FIG OMISSION]</BR>

Transcriptional regulation of Glis2 in hepatic fibrosis

Gong Huan-Yu,Zhou Peng-Cheng,Zhang Hao-Ye,Chen Li-Min,Zhou Yang-Mei,Liu Zhen-Guo 생화학분자생물학회 2023 Experimental and molecular medicine Vol.55 No.-

The role of Gli-similar 2 (Glis2) in hepatic fibrosis (HF) is controversial. In this study, we focused on the functional and molecular mechanisms involved in the Glis2-mediated activation of hepatic stellate cells (HSCs)—a milestone event leading to HF. The expression levels of Glis2 mRNA and protein were significantly decreased in the liver tissues of patients with severe HF and in mouse fibrotic liver tissues as well as HSCs activated by TGFβ1. Functional studies indicated that upregulated Glis2 significantly inhibited HSC activation and alleviated BDL-induced HF in mice. Downregulation of Glis2 was found to correlate significantly with DNA methylation of the Glis2 promoter mediated by methyltransferase 1 (DNMT1), which restricted the binding of hepatic nuclear factor 1-α (HNF1-α), a liver-specific transcription factor, to Glis2 promoters. In addition, the enrichment of DNMT1 in the Glis2 promoter region was mediated by metastasis-associated lung adenocarcinoma transcriptor-1 (MALAT1) lncRNA, leading to transcriptional silencing of Glis2 and activation of HSCs. In conclusion, our findings reveal that the upregulation of Glis2 can maintain the resting state of HSCs. The decreased expression of Glis2 under pathological conditions may lead to the occurrence and development of HF with the expression silencing of DNA methylation mediated by MALAT1 and DNMT1.

A New Prediction Model Based on Web Access Behavior

Haiqin Ye,Huan Li,Ailing Zhang 보안공학연구지원센터 2016 International Journal of Grid and Distributed Comp Vol.9 No.12

In order to predict network users’ access behavior accurately, this paper proposes a new prediction model based on Web access behavior. To improve prediction performance and reduce the state-space complexity, the model uses hybrid-order Markov chain structure and stores the sequences which share the same prefix. The problems that lower-order models have poor prediction performance and higher-order models result in high state-space complexity are solved in this paper. Simulation results have shown that the prediction model based on Web access behavior can improve the precision and recall to some extent.