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.

Correlation Between Knee Muscle Strength and Maximal Cycling Speed Measured Using 3D Depth Camera in Virtual Reality Environment

Ye Jin Kim(Ye Jin Kim),Hye-seon Jeon(Hye-seon Jeon),Joo-hee Park(Joo-hee Park),Gyeong-Ah Moon(Gyeong-Ah Moon),Yixin Wang(Yixin Wang) 한국전문물리치료학회 2022 한국전문물리치료학회지 Vol.29 No.4

Background: Virtual reality (VR) programs based on motion capture camera are the most convenient and cost-effective approaches for remote rehabilitation. Assessment of physical function is critical for providing optimal VR rehabilitation training; however, direct muscle strength measurement using camera-based kinematic data is impracticable. Therefore, it is necessary to develop a method to indirectly estimate the muscle strength of users from the value obtained using a motion capture camera. Objects: The purpose of this study was to determine whether the pedaling speed converted using the VR engine from the captured foot position data in the VR environment can be used as an indirect way to evaluate knee muscle strength, and to investigate the validity and reliability of a camera-based VR program. Methods: Thirty healthy adults were included in this study. Each subject performed a 15-second maximum pedaling test in the VR and built-in speedometer modes. In the VR speedometer mode, a motion capture camera was used to detect the position of the ankle joints and automatically calculate the pedaling speed. An isokinetic dynamometer was used to assess the isometric and isokinetic peak torques of knee flexion and extension. Results: The pedaling speeds in VR and built-in speedometer modes revealed a significantly high positive correlation (r = 0.922). In addition, the intra-rater reliability of the pedaling speed in the VR speedometer mode was good (ICC [intraclass correlation coefficient] = 0.685). The results of the Pearson correlation analysis revealed a significant moderate positive correlation between the pedaling speed of the VR speedometer and the peak torque of knee isokinetic flexion (r = 0.639) and extension (r = 0.598). Conclusion: This study suggests the potential benefits of measuring the maximum pedaling speed using 3D depth camera in a VR environment as an indirect assessment of muscle strength. However, technological improvements must be followed to obtain more accurate estimation of muscle strength from the VR cycling test.

Intestinal Anti-Inflammatory Effects of Selenized Ulva pertusa Polysaccharides in a Dextran Sulfate Sodium-Induced Inflammatory Bowel Disease Model

Yifan Wang,Han Ye,Leke Qiao,Chunying Du,Zhengpeng Wei,Ting Wang,Jingfeng Wang,Ruizhi Liu,Peng Wang 한국식품영양과학회 2021 Journal of medicinal food Vol.24 No.3

The purpose of this study was to examine the alleviative effects of selenized polysaccharides from Ulva pertusa (ulvan-Se) on inflammatory bowel disease (IBD) in mice. The dextran sulfate sodium (DSS)-induced IBD mouse model was used to explore the protective effects of ulvan-Se on the intestinal mechanical and immune barrier. At doses less than 1208 mg/kg·bw ulvan-Se showed no significant damage to Institute of Cancer Research (ICR) mice in an acute toxicity test. The results showed that DSS destroyed the mechanical barrier, which includes epithelial cells, while ulvan-Se promoted mRNA expression of tight junction proteins (zonula occludens protein 1, occludin, and claudin-1) and inhibited the infiltration of white blood cells into the intestines. At 100 mg/kg·bw, ulvan-Se enhanced the antioxidant capacity of mice more effectively than the 50 mg/kg·bw ulvan-Se. Furthermore, ulvan-Se improved the intestinal immune barrier by increasing immunoglobulin A and immunoglobulin M, while regulating the levels of interleukin (IL)-1β, interferon-γ, and IL-4. Oral administration of ulvan-Se also suppressed tumor necrosis factor-α, IL-1β, IL-6, and cyclooxygenase-2 mRNA expression mediated by the nuclear factor kappa B pathway. Taken together, our findings reveal that ulvan-Se could be used as a potential alternative supplement for reducing intestinal inflammation in IBD.

Transient Characteristics of VOCs Removal by an Air Cleaner in Association with a Humidifier Combined with Different Ventilation Strategies in an Office

Wang, Ye,Deng, Baoqing,Kim, Chang Nyung SAGE Publications 2012 Indoor and Built Environment Vol.21 No.1

Study on the Internal Pipeline Inspection Devices with Energy Acquisition Methods

Wang Ming-Xu,차인수,Wang Yue,Bei Lei,최홍준,정경환,김동묵,김봄,오승아,Ye In Cheol,유일준 한국에너지학회 2023 에너지공학 Vol.32 No.1

The pipeline conveying natural gas must be regularly inspected by the detection device, and the cracks and corrosion condition inside the pipeline should be detected. Generally, the detection device consists of three parts: drive part, detection part and energy part. Since pipeline transportation is long-distance transportation and cannot realize wired detection, the energy part needs to provide enough electric energy for the detection part to meet the energy consumption of the detection part. The method of obtaining energy for the energy part is very important. In this paper, the energy part is studied, and an efficient energy part is designed. By analyzing the change law of the positive pressure on the inner wall of the energy acquisition wheel on the pipeline, the corresponding torque and power changes are obtained when the detector moves at different speeds. Through the test platform system, the output power of the energy part at different speeds is collected, and the accuracy of the theoretical calculation is verified.

Comparative Study of OLSR and AODV Routing Protocols

Ye Wang,Xiao-Lei Zhang,Jang-Geun Ki,Kyu-Tae Lee 한국인터넷방송통신학회 2009 International Journal of Internet, Broadcasting an Vol.1 No.2

ALKBH5 facilitates CYP1B1 mRNA degradation via m6A demethylation to alleviate MSC senescence and osteoarthritis progression

Ye Guiwen,Li Jinteng,Yu Wenhui,Xie Zhongyu,Zheng Guan,Liu Wenjie,Wang Shan,Cao Qian,Lin Jiajie,Su Zepeng,Li Dateng,Che Yunshu,Fan Shuai,Wang Peng,Wu Yanfeng,Shen Huiyong 생화학분자생물학회 2023 Experimental and molecular medicine Vol.55 No.-

Improving health and delaying aging is the focus of medical research. Previous studies have shown that mesenchymal stem cell (MSC) senescence is closely related to organic aging and the development of aging-related diseases such as osteoarthritis (OA). m6A is a common RNA modification that plays an important role in regulating cell biological functions, and ALKBH5 is one of the key m6A demethylases. However, the role of m6A and ALKBH5 in MSC senescence is still unclear. Here, we found that the m6A level was enhanced and ALKBH5 expression was decreased in aging MSCs induced by multiple replications, H2O2 stimulation or UV irradiation. Downregulation of ALKBH5 expression facilitated MSC senescence by enhancing the stability of CYP1B1 mRNA and inducing mitochondrial dysfunction. In addition, IGF2BP1 was identified as the m6A reader restraining the degradation of m6A-modified CYP1B1 mRNA. Furthermore, Alkbh5 knockout in MSCs aggravated spontaneous OA in mice, and overexpression of Alkbh5 improved the efficacy of MSCs in OA. Overall, this study revealed a novel mechanism of m6A in MSC senescence and identified promising targets to protect against aging and OA.

A Nine-Level Switched-Capacitor Step-Up Inverter with Low Voltage Stress

Wang Yaoqiang,Ye Juncheng,Wang Kaige,Nie Fuquan,Li Gen,Liang Jun 대한전기학회 2023 Journal of Electrical Engineering & Technology Vol.18 No.2

This paper proposes a nine-level switched-capacitor step-up inverter (9LSUI) which can achieve a quadruple voltage gain with single dc source. Differing from other switched-capacitor inverters, the voltage stress of switches is effectively reduced due to the elimination of H-bridge, and the peak inverse voltage of all switches is kept within 2Vdc. In addition, the proposed inverter is able to integrate inductive load, and the capacitor voltage self-balancing can be achieved without any auxiliary circuits. Moreover, the topology structure can be flexibly extended to raise the output levels, and the peak inverse voltage of switches can remain constant with the increase of sub-modules in the extended structure. Comprehensive comparisons are performed to verify the outstanding advantages of the proposed inverter. Finally, the steady-state and dynamic performance of the proposed inverter is validated through an experimental prototype, and the experimental results are provided to prove the theoretical analysis.

Piezo-activated guided wave propagation and interaction with damage in tubular structures

Ye Lu,Lin Ye,Dong Wang,Limin Zhou,Li Cheng 국제구조공학회 2010 Smart Structures and Systems, An International Jou Vol.6 No.7

This study investigated propagation characteristics of piezo-activated guided waves in an aluminium rectangular-section tube for the purpose of damage identification. Changes in propagating velocity and amplitude of the first wave packet in acquired signals were observed in the frequency range from 50 to 250 kHz. The difference in guided wave propagation between rectangular- and circular-section tubes was examined using finite element simulation, demonstrating a great challenge in interpretation of guided wave signals in rectangular-section tubes. An active sensor network, consisting of nine PZT elements bonded on different surfaces of the tube, was configured to collect the wave signals scattered from through-thickness holes of different diameters. It was found that guided waves were capable of propagating across the sharp tube curvatures while retaining sensitivity to damage, even that not located on the surfaces where actuators/sensors were attached. Signal correlation between the intact and damaged structures was evaluated with the assistance of a concept of digital damage fingerprints (DDFs). The probability of the presence of damage on the unfolded tube surface was thus obtained, by which means the position of damage was identified with good accuracy.

RETENTION MECHANISM OF NINE SOLUTES BY THE USE OF LINEAR SOLVATION ENERGY RELATIONSHIPS ON A C18 COLUMN

Wang, Ye,Tian, Minglei,Row, Kyung Ho Taylor Francis 2009 JOURNAL OF LIQUID CHROMATOGRAPHY AND RELATED TECHN Vol.33 No.2

<P> Linear solvation energy relationships are used to investigate the fundamental chemical interactions governing the retention of 9 aromatic solutes in 36 mobile phases in reversed phase liquid chromatography. The systems studied involve sodium dodecyl sulfate (0.03-0.09 M) and two kinds of ionic liquids (0.003-0.009 M), with 5 to 20% acetonitrile as mobile phase modifiers in water. The mechanism of retention in two kinds of additive were analyzed and compared. The results suggest that LSER formalism is able to reproduce adequately the experimental retention factors of the solutes studied in the different experimental conditions investigated.</P>