HOW AN INTERDISCIPLINARY APPROACH CAN INFLUENCE PROJECTS RELATED TO THE MADE IN ITALY ENHANCEMENT: PRELIMINARY OUTCOMES OF THE RITRATTO PROJECT

Diletta Acuti,Ada Baldi,Romeo Bandinelli,Emiliano degl’Innocenti,Valentina Mazzoli,Margherita Tufarelli 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

This research aims to understand how an interdisciplinary approach could help Italian firms to enhance their offer to the market. In this perspective, authors have studied benefits and obstacles of an interdisciplinary research approach, by describing the case of RITRATTO, a project by University of Florence referents of various disciplines (agronomy, design, engineering, history and marketing).

GREEN PLACE BRANDING: THE ROLE OF USER-GENERATED CONTENT

Diletta Acuti,Laura Grazzini,Valentina Mazzoli,Gaetano Aiello 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The purpose of this study is to investigate how social media and user-generated content (UGC) foster consumer engagement through the development of a good city image. Special emphasis is placed on the attitudes of potential visitors, how these attitudes affect a city’s image, and the perceived social distance between users and the authors of social media content. The study adopts a 2 x 2 experimental design in which high/low green image and high/low social distance are examined. The results suggest that a green city image has a significant effect on potential visitors’ attitude towards cities. Moreover, this study found that the effects of social media content varies according to the perceived social distance between the author of the post and potential visitors.

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.

SELF-CONSCIOUS MORAL EMOTIONS AND E-WOM DIFFUSION IN RESPONSE TO CORPORATE BEHAVIORS

Diletta Acuti,Valentina Mazzoli,Andrea Vocino,Raffaele Donvito 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

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.

ANALYSIS AND INTERPRETATION OF THE SUSTAINABLE RETAILING LITERATURE: A FOCUS ON THE DIFFERENT MARKET FIELDS

Diletta Benesperi,Diletta Acuti,Valentina Mazzoli,Daniele Pederzoli,Gaetano Aiello 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07

EXCLUSIVITY VERSUS ACCESSIBILITY: CAN SOCIAL MEDIA REPRESENT AN OPPORTUNITY FOR LUXURY BRANDS IN ITALY?

Gaetano Aiello,Raffaele Donvito,Diletta Acuti,Valentina Mazzoli 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

In recent years, the spread of social media and other digital tools and its massive acceptance have revolutionized marketing practices such as advertising and promotion (Hanna, Rohn and Crittenden, 2011) by changing the approach of communication between consumers and brands (Henkkig-Thurau et al. 2004) and the sources of information about products, services or brands for consumers (Kozinets, 1999). On the one hand, these changes have provided consumers of the additional power to influence other buyers by sharing ideas and experiences about products, services or brands (Ioanăs & Stoica 2014). On the other hand social media websites allow business to engage and interact with users by increasing sense of intimacy with consumers and building strong relationships with potential customers (Mersey et al. 2010). Therefore, the incomparable efficiency of social media has induced industry leaders to participate in Facebook, Twitter, Instagram and others, with the aim to succeed in online environments (Kaplan and Haenlein 2010). Furthermore, brands are motivated to develop social network campaigns for gathering consumers’ personal information useful to targeting or personalising future marketing strategies (Noort, Anthenius and Verlegh, 2014). This situation have brought many authors, especially interested in luxury industry, to investigate on social media as a new way for luxury firms to communicate with consumers and influence their purchases. One of the main objectives for literature was to understand if luxury products, related to prestige, uniqueness and exclusivity values, could be express using channels accessible to everyone, such as social media. Indeed, in this era of the “democratization of luxury” (Atwal and Williams 2009), luxury brands are dealing with the challenge of using mass marketing tools and at the same time emphasizing the exclusivity dimension of their products (Okonkwo 2010). So as Hennigs states: “As the virtual environment is a place where images, videos and opinions circulate regardless of brand ownership, is it possible to keep a sense of exclusivity around a luxury brand?” (Hennigs, Wiedmann and Klarmann 2012 p. 30). In Italy, the digital population keep growing and the time spent in front of digital devices is increasing; people is becoming more familiar with e-commerce and as a consequence the communication of firms is more transparent (The Boston Consulting Group 2011). In this perspective, this paper aims to analyse the impact of social media marketing on brand equity and consumer behaviour within the Italian luxury economy. Our research has tried to understand this phenomenon from two perspectives; on the one hand, authors have observed digital marketing strategies of some luxury firms, emphasizing the way these brands use social network to promote their products, their special events or their stories. On the other hand, researchers have studied consumers’ approaches to social networks through a survey (Chisnall 1993) delivered to a sample of Italian respondents. The goal of the research is to show how social media have been used by five luxury brands and how they can influence luxury brand equity, by affecting Italian consumer behaviour. With this objective, the authors have analysed the composition of the sample that is active on social networks in order to gather useful demographic information about users. Moreover, this research has been important to discover the most popular platforms for Italian users and the response of some of the major international luxury brands in terms of contents shared on specific social networks. In addition, the survey has represented a great opportunity to understand the influence of social network on consumer behaviour, seeking to measure cognitive, affective and conative responses (Laroche and Mourali 005).

CAN YOU JUDGE THE BOOK BY ITS COVER? ANTECEDENTS AND CONSEQUENCES OF BRAND ENGAGEMENT IN SELF CONCEPT

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).

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.

Fashion and the metaverse: Implications for consumers and firms

Donvito Raffaele,Acuti Diletta,Song Sanga 한국마케팅과학회 2024 Journal of Global Fashion Marketing Vol.15 No.1

The metaverse is transforming the fashion industry, offering novel consumer experiences and inventive prospects for businesses. This special issue delves into consumer behavior, business strategies, and future research avenues within the intersection of fashion and the metaverse. Key findings highlight consumer values guiding metaverse fashion consumption and the role of avatar resemblance in purchase intent. Firms leverage the metaverse for innovation through NFTs and immersive experiences. Distinct motivations guide luxury and fast fashion firms into the metaverse, where NFTs wield substantial influence over the fashion landscape. A stakeholder engagement framework facilitates navigation, and an industry-accepted definition of digital fashion categorises end- products. However, challenges such as psychological well-being, technology addiction, data privacy, and legal concerns must be addressed to ensure a safe and ethical metaverse experience for fashion consumers.