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RISS 인기검색어
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- 저자 : Song Sanga (검색결과 5 건)
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Sanga Song,Hye-Young Kim 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Social media marketing offers a vast array of opportunities for fashion brands to engage with their core customers and the broader digital audience. However, they still struggle with the question of which specific strategies can be successfully applied to enhance the effectiveness social media marketing (Rampton, 2014). This study investigates how a luxury brand’ social media brand page satisfaction and brand love are positively related to desired marketing outcomes (i.e., word-of-mouth and loyalty intentions toward the luxury brand). On the basis of Customer Value Theory (Sweeny & Soutar, 2001) and Brand Love Theory (Carroll & Ahuvia, 2006), this study developed and tested a dual impact model encompassing both brand page value (i.e., information, financial, brand interaction, social interaction, and entertainment value) and brand value (i.e., inner self-and social self-expressive value). Usable responses from 290 U.S. consumers following at least one luxury brand on social media were used for data analysis. The results of structural equation modeling showed that information, brand interaction, and entertainment values were positively related to brand page satisfaction while financial and social interaction values were not. In addition, inner self-and social self-expressive brand values were positively related to brand love. In addition, brand page satisfaction was positively related to WOM intentions but was not related to loyalty intentions whereas brand love was positively related to both WOM and loyalty intentions. Furthermore, mediation analysis showed that brand page satisfaction fully mediated the influences of information, brand interaction, and entertainment values on WOM intentions. In addition, brand love fully mediated the influences of social self-expressive value on WOM and loyalty intentions. Our study suggests that social media brand pages providing unique value propositions can reap benefits in terms of enhanced brand page satisfaction, highlighting the crucial role of “content excellence” in social media marketing (Holt, 2016). Our findings also show that brand followers tend to love a particular luxury brand when the brand helps express their self and when the symbolic meaning of the brand is integrated into their own self-identity. Thus, one of the roles of social media marketing is in elucidating brand followers how to express their inner states guided by the desire to signal their self-identity not to others but to themselves (Berger & Heath, 2017).
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CELEBRITY ENDORSEMENTS FOR LUXURY BRANDS: FOLLOWERS VS. UNFOLLOWERS ON SOCIAL MEDIA
Sanga Song,Hye-Young Kim 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Not all celebrity endorsements have been successful on social media. However, our understanding of the effectiveness of luxury brand celebrity endorsement advertising are limited. On the basis of Self-Congruity Theory (Sirgy, 1985), Meaning-Transfer Model (McCracken, 1989), and Match-Up Hypothesis (Kamins, 1990; Kamins & Cupta, 1994), this study investigates whether three components of image congruity (i.e., brand-celebrity, brand-self, celebrity-self) would influence brand attitudes, ad attitudes, and self-brand connection, and subsequently, influence consumer engagement and purchase intentions. This study also tests the moderating role of consumer type (followers vs. unfollowers of the social media brand page) in these relationships. After conducting a series of pretests to select a focal brand and celebrities, responses from 219 US female adults were used to data analysis. The results of structural equation modeling showed that brand-celebrity congruity was positively related to ad attitudes and brand attitudes. Brand-self congruity was positively related to ad attitudes, brand attitudes, and self-brand connection. Self-celebrity congruity was positively related to ad attitudes and self-brand connection but was negatively related to brand attitudes. Ad attitudes were positively related to brand attitudes and engagement intentions but were not related to purchase intentions. Brand attitudes were positively related to engagement intentions and purchase intentions. Self-brand connection was positively related to engagement intentions, and engagement intentions were positively related to purchase intentions. Finally, the results of a multi-group analysis showed that for unfollowers (n=125), ad attitudes were positively related to engagement intentions but brand attitudes were not. On the contrary, for followers (n=94), brand attitudes were positively related to engagement intentions but ad attitudes were not. This study highlights that self-brand connection is the key to cultivating consumer engagement on social media, along with the consumer’s positive attitudes toward the celebrity endorsement ad and the brand per se. If luxury brands wish to interact with their followers and increase their engagement, they need to focus their efforts on improving brand attitudes and self-brand connection through their brand pages. Our findings suggest that celebrity endorsed advertising contributes to creating self-brand relationships (Dwivedi et al., 2016) but it should be considered as a long-term investment.
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Purification and Properties of Glucoamylase form Yeast Candida tsukuaensis
Kim, Sanga-Moon,Bai, Suk,Chung, Hee-Young,Park, Jong-Chun,Lee, Jin-Jong,Kim, Dong-Ho,Song, Myoung-Hee,Chun, Soon-Bai The Microbiological Society of Korea 1992 미생물학회지 Vol.30 No.6
The glucoamylase of Candida tsuubaensis was purified to homogeneity form culture filtrate by means of ultrafiltration, Sephacryl S-200 gel filtration and Sp-Sephadex C-50 chromatography. The purified enzyme was a glycoprotein with a molecular mass of approximately 50 kDa, which was a monomeric protein. Km values were 5.8 mg/ml for soluble starch and 0.04 mM for maltose. Glucoamylase also released only glucose from both pullulan and isomaltose. The analysis of amino acid composition revealed that the enzyme contained a high content of acidic and polar amino acids. In addition, Western blotting analysis indicates that C. tsukubaensis glucoamylase is resistant to glucose repression.
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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.
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