MARKETING TO CHINESE MILLENNIALS: WEIBO AS A MARKETING TOOL FOR LUXURY BRANDS

Rosy Boardman,Marta Blazquez Cano,Shaoqianqian Deng 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This paper explores how luxury brands can utilize Weibo in order to create an effective marketing strategy that appeals to millenials. China accounts for 47% of global online retail sales (eMarketer, 2016) and it is predicted that millenials (born 1980-1995) and Generation Z will make up two-fifths of luxury spending by 2025 (eMarketer, 2017). However, due to political constraints, popular western social media sites cannot be used to target this vast market of online Chinese consumers. Weibo is one of the most popular social media sites in China, with 97.2% using the site (Yu et al., 2017). In order to target them effectively brands need to gain an indepth understanding of Chinese consumers and what would appeal to them on Weibo. The majority of social media research uses quantitative methodologies on popular social media, such as Facebook and Twitter. There are limited qualitative studies exploring consumers’ feelings and attitudes towards brands’ social media activities on Weibo. Due to different cultural backgrounds Chinese consumer behavior is likely to show a different trend to Western countries. Semi-structured interviews with a purposive sample of 12 participants were conducted. Findings showed that convenience, immediacy, social standing/status and entertainment were key drivers for using Weibo. Fashion information, latest product releases and videos were the most popular type of posts. Consumers read comments and tagged their friends, emphasising the importance of e-word-of-mouth (e-wom) and the influence that it can have on purchasing behaviour. This also facilitated the creation and feeling of a brand community. Consumers were very receptive to celebrity collaborations which influenced purchasing behavior. The main criticism of luxury brand’s Weibo was that it was not updated enough and Weibo did not have an influence on trust. This study provides a clear insight into what Chinese millenials want from luxury brands’ Weibo and how it can influence their purchasing behaviors and e-wom. The findings are novel, contributing to the academic literature through the conduction of a qualitative study exploring an under-researched area. This research has practical implications for luxury brands, as they should provide regular, up-to-date content consisting of videos and celebrity collaborations. A limitation could be the limited number of participants, yet, findings provide an interesting insight into consumers’ perceptions of Weibo and how it influences their attitudes and behaviors towards luxury brands.

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).

Optimal Burn-In for a Process with Weak Components

Kim, Kuinam J.,Boardman, Thomas J. The Korean Society for Quality Management 1996 품질경영학회지 Vol.24 No.4

This paper discusses an optimal burn -in procedure to minimize total costs based on the assumption that some of the components are weak for stress and deteriorate faster than the main components. The procedure will define the costs of burn-in errors. An ideal burn-in consists of process in which all weak (substandard) components and no main (standard) components fail. In practice, the burn-in errors could occur for some reasons. For example, it is impossible to eliminate all weak components through burn-in, due to a nonzero proportion of defectives of the components. Probability model and cost function model are formulated to find the optimal burn-in time that minimizes the expected total cost. Several examples are included to show how to use the results.

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).

On Integrating a Polycide-ONO-Poly Capacitor into a 0.8㎛ Digital Technology for Mixed-Signal ASICs

Nariani, Subhash R.,Gabriel, Calvin T.,Boardman, William J.,Hu, Chen Ming 대한전자공학회 1993 ICVC : International Conference on VLSI and CAD Vol.3 No.1

The critical components for mixed-signal capability and the constraints from an ASIC digital environment were analyzed. An inter-poly capacitor was the major additional component needed. Two capacitor structures, both hosed on ONO dielectric, were evaluated, for capacitor performance and integration effects. The final capacitor structure of choice achieved a voltage-coefficient of -20 ppm / volt and was integrated iota a 0.8 ㎛ digital ASIC environment with no significant changes to the digital device characteristics.

The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda

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.

Optimal Burn - In for a Process with Weak Components

( Kuinam J . Kim,Thomas J . Boardman ) 한국품질경영학회 1996 품질경영학회지 Vol.24 No.4

DO FASHION BLOGGER CONTENT CATEGORIES ATTRACT SOCIAL NETWORKING SITE USERS’ ATTENTION IN CHINA?

Jiayan Huang,Yao Yao,Rosy Boardman,Claudia Henninger,Delia Vazquez 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07