Emerging masculinities in Chinese luxury social media marketing

2019 ◽  
Vol 32 (3) ◽  
pp. 721-745
Author(s):  
Jiani Jiang ◽  
Bruce A. Huhmann ◽  
Michael R. Hyman
Keyword(s):  
Social Media ◽  
East Asian ◽  
Social Media Marketing ◽  
Chinese Consumers ◽  
Fresh Meat ◽  
Content Type ◽  
Chinese Youth ◽  
Consumer Responses ◽  
Media Portrayals ◽  
Fashion Brand

Purpose The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies. Design/methodology/approach Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire). Study 2 examines the prevalence of and Chinese consumers’ responses (reposts, comments and likes) to different masculinities depicted in luxury fashion brand-sponsored Weibo posts. Findings Male portrayals for Chinese audiences feature more characteristics associated with emerging East Asian hybrid masculinities – “Little Fresh Meat” (LFM) and “Old Grilled Meat” (OGM) – than associated with global or regional hegemonic masculinity (i.e. the scholarly Wén and action-oriented Wu). Wén remains common in social media posts for luxury fashion goods, but LFM and OGM engender more consumer responses. Practical implications Chinese luxury fashion marketing depicts masculinity more similarly to other East Asian marketing than to Western marketing. Some luxury fashion brands are struggling for acceptance among Chinese youth. Luxury fashion marketers should incorporate hybrid rather than hegemonic masculinities to prompt more favorable responses among Chinese consumers, especially younger female target markets. Originality/value Growing female occupational and consumer power and shifting male employment from blue-collar to white-collar jobs have influenced media portrayals of masculinity. Social media marketing for luxury fashion brands demonstrates the prevalence and appeal of hybrid masculinities in China.

The roles of message appeals and orientation on social media brand communication effectiveness

2018 ◽  
Vol 30 (4) ◽  
pp. 1135-1158 ◽  
Author(s):  
Sony Kusumasondjaja
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Media Marketing ◽  
Communication Effectiveness ◽  
Message Content ◽  
Brand Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Social Media Platforms ◽  
Message Appeals

PurposeThe purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.Design/methodology/approachA content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.FindingsInteractive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.Research limitations/implicationsThe findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.Originality/valueThis is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

scholarly journals Online Engagement Factors on Instagram Local Fashion Brand Accounts

2020 ◽  
Author(s):  
Rima Raidah Rachmah ◽  
Lidia Mayangsari
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Substantial Influence ◽  
Online Questionnaire ◽  
Content Type ◽  
Fashion Brand ◽  
Online Engagement ◽  
Marketing Tool ◽  
Engagement Factors

Instagram is one of the most popular social media among young people. Indeed, Instagram not only used as social media but also a marketing tool for local fashion brands. There are various phenomena of Instagram marketing, yet there is still a lack of explanation of why the phenomena happened. Therefore, to propose an active social media marketing in Instagram for local fashion brands, identification of consumer engagement in social media is necessary. The objective of this research is to identify the forms of communication in which consumers most enthusiastically interact with local fashion brands on Instagram and explore the correlation between Instagram contents of fashion brands with the engagement of the consumers. The researcher surveyed through an online questionnaire as a tool to collect the data with Instagram active users as the requirement for respondents. The researcher found out that the content type of post characteristics influences boosting customer engagement. In this research, the content type classified into entertainment, informative, and remuneration posts. Each content type has different results in controlling customer engagement. Among the three classifications of content types, entertainment content type has the most substantial influence on customer engagement. Therefore, local fashion brands are recommended to utilize their marketing strategy by creating more entertainment content type, among other types on Instagram. Keywords: Instagram, social media marketing, content type, customer engagement.

Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vanessa Gaffar ◽  
Benny Tjahjono ◽  
Taufik Abdullah ◽  
Vidi Sukmayadi
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Botanical Garden ◽  
Equation Model ◽  
Destination Image ◽  
Social Media Marketing ◽  
Tourism Destination ◽  
Content Type ◽  
Future Value ◽  
Tourism Destinations

Purpose This paper aims to explore the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism destinations in Indonesia. Design/methodology/approach This study sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to the initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the structural equation model. Findings The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences. Originality/value This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.

Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Low Cost ◽  
Growth Potential ◽  
Social Media Marketing ◽  
Small Scale ◽  
Content Type ◽  
Social Media Platforms ◽  
Pros And Cons ◽  
Marketing Tool ◽  
Use Of Internet

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoyong Wei ◽  
Sojin Jung
Keyword(s):  
Online Survey ◽  
Interactive Effect ◽  
Critical Role ◽  
Experimental Manipulation ◽  
Chinese Consumers ◽  
Significant Interaction Effect ◽  
Fast Fashion ◽  
Content Type ◽  
Fashion Brand ◽  
Corporate Social

Purpose When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level theory (CLT), this study aims to examine how the benefit appeals that are widely used in CSR initiatives affect perceived corporate hypocrisy and the CSR performance of fast fashion brands. Design/methodology/approach This study designed an online experiment with a 2 (fashion brand: fast fashion vs. unknown) × 2 (benefit appeal: self-benefit vs other-benefit) stimulus, using a virtual label named “Eco Care” for experimental manipulation. A total number of 298 Chinese consumers participated in the experiment and they answered an online survey. Findings It was found that the brand types (fast fashion vs unknown) and benefit appeals (self-benefit vs other benefit) did not elicit perceived corporate hypocrisy nor did them directly affect perceptions of CSR performance. However, there was a significant interaction effect of them. That is, fast fashion brand’s CSR performance was judged based on how the brand framed its sustainability claims. A fast fashion brand’s CSR label significantly increased hypocrisy perceptions when the label used a self-benefit appeal and the interactive effect of the fast fashion brand and the self-benefit appeal hindered the formation of a green brand image and brand purchase intentions. Originality/value This study adds a body of knowledge to the literature by examining the relationship between benefit appeals and perceived corporate hypocrisy from the perspective of CLT. The findings can help fast fashion marketers better understand the critical role of benefit appeals by acknowledging that the misuse of communication strategies may result in unfavorable consequences, thus ruining their efforts to improve their brand’s image.

Understanding consumers’ intentions to purchase green products in the social media marketing context

2019 ◽  
Vol 32 (4) ◽  
pp. 860-878 ◽  
Author(s):  
Ying Sun ◽  
Shanyong Wang
Keyword(s):  
Social Media ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Perceived Behavioral Control ◽  
Product Knowledge ◽  
Green Products ◽  
Content Type ◽  
Price Consciousness

Purpose The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups. Design/methodology/approach A questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis. Findings The empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups. Originality/value This study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

2016 ◽  
Vol 17 (3) ◽  
pp. 243-255 ◽  
Author(s):  
Atefeh Yazdanparast ◽  
Mathew Joseph ◽  
Fernanda Muniz
Keyword(s):  
College Students ◽  
Social Media ◽  
Undergraduate Students ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Research Population ◽  
The Cost ◽  
The Impact

Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

Hotel social media marketing: a study on message strategy and its effectiveness

2017 ◽  
Vol 8 (2) ◽  
pp. 239-255 ◽  
Author(s):  
Xi Y. Leung ◽  
Billy Bai ◽  
Mehmet Erdem
Keyword(s):  
Social Media ◽  
Selection Process ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Message Content ◽  
Content Type ◽  
Message Strategy ◽  
Message Format ◽  
Facebook Pages ◽  
Message Strategies

Purpose The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies. Design/methodology/approach In total, 1,837 messages from 12 hotel brand Facebook pages were content-analyzed. Applying both correspondence analysis and multivariate analysis of variance, the study compared message strategy across hotel-scale levels and explored the effectiveness of different message strategies. Findings A typology of four-type message format and six-type message content was developed. The picture message was the best message format. Product, brand and involvement messages were shown to be more effective than information, reward and promotion messages. Promotion message was the least effective message content type. Research limitations/implications The major limitation of this study is the generalizability owing to the sample selection process. There is also the limitation on exclusion of control variables, selection of the three effectiveness measures and evolving social media technology. Practical implications The typology of Facebook message strategy developed in the study provided guidelines for hotel marketers to create messages on Facebook pages and track effectiveness. Hotels should also take full advantage of the picture format and product, brand and involvement contents. Originality/value This study created a new typology of social media message strategy consisting of two dimensions. It also provided empirical evidence to support the application of message strategy theory in the hotel social media marketing area.

scholarly journals Evaluation and decision making in social media marketing

2017 ◽  
Vol 55 (1) ◽  
pp. 15-31 ◽  
Author(s):  
Brendan James Keegan ◽  
Jennifer Rowley
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Planning Process ◽  
Evaluation Framework ◽  
Social Media Marketing ◽  
Management Decision ◽  
Exploratory Research ◽  
Report Generation ◽  
Content Type ◽  
Wide Range

Purpose As organisations are increasing their investment in social media marketing (SMM), evaluation of such techniques is becoming increasingly important. The purpose of this paper is to contribute to knowledge regarding SMM strategy by developing a stage model of SMM evaluation and uncovering the challenges in this process. Design/methodology/approach Interviews were conducted with 18 key informants working for specialist SMM agencies. Such informants are a particularly rich source, since they manage social media campaigns for a wide range of clients. An exploratory research was conducted and thematic analysis surfaced the key components of the SMM evaluation process and associated challenges. Findings The SMM evaluation framework is developed. This framework has the following six stages: setting evaluation objectives, identifying key performance indicators (KPIs), identifying metrics, data collection and analysis, report generation and management decision making. Challenges associated with each stage of the framework are identified, and discussed with a view to better understanding decision making associated with social media strategies. Two key challenges are the agency-client relationship and the available social analytics tools. Originality/value Despite an increasing body of research on social media objectives, KPIs and metrics, no previous study has explored how these components are embedded in a marketing campaign planning process. The paper also offers insights in the factors that make SMM evaluation complex and challenging. Recommendations for further research and practice are offered.

Driving consumer–brand engagement and co-creation by brand interactivity

2020 ◽  
Vol 38 (4) ◽  
pp. 523-541 ◽  
Author(s):  
Man Lai Cheung ◽  
Guilherme D. Pires ◽  
Philip J. Rosenberger ◽  
Mauro Jose De Oliveira
Keyword(s):  
Social Media ◽  
Information Transfer ◽  
Longitudinal Design ◽  
Social Media Marketing ◽  
Brand Value ◽  
Content Type ◽  
Brand Engagement ◽  
Cognitive Information ◽  
Social Media Platforms ◽  
The Impact

PurposeThis paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.Design/methodology/approachThe theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).FindingsEntertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.Research limitations/implicationsThe research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.Practical implicationsMarketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.Originality/valueExamination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.

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