SNS use leads to luxury brand consumption: evidence from China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wangshuai Wang ◽  
Nuoya Chen ◽  
Jie Li ◽  
Gong Sun
Keyword(s):  
Social Networking Sites ◽  
Design Methodology ◽  
Empirical Studies ◽  
Luxury Brands ◽  
Daily Lives ◽  
Content Type ◽  
Luxury Brand ◽  
Chinese Consumer ◽  
Consumer Data ◽  
Psychological Mechanism

Purpose Social networking sites (SNSs) are an indispensable part of people’s daily lives. However, scant literature describes how SNSs affect users’ behaviors, especially consumer behavior in emerging markets. This research aims to fill this literature gap. Design/methodology/approach Two empirical studies were conducted using different methods. Study 1, a survey, provided correlational evidence. Study 2, a lab experiment, further verified the causal relationship. Findings From Chinese consumer data, SNS consumption exposure enhances luxury brand consumption, mediated by social comparison motivation and moderated by legitimacy perceptions of SNSs as information outlets. Originality/value This research bridges SNSs and luxury brand consumption, two islands among different streams of literature. In addition, the paper illuminates the psychological mechanism through which SNSs affect luxury brand consumption and the boundary condition in which this effect diminishes. Practically, this paper is also instructive for SNSs and luxury brands.

Typology of social media followers: the case of luxury brands

2018 ◽  
Vol 36 (5) ◽  
pp. 558-571 ◽  
Author(s):  
Zahy Ramadan ◽  
Maya F. Farah ◽  
Armig Dukenjian
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Different Types ◽  
Social Media Platforms ◽  
Different Characteristics ◽  
Depth Interviews

Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.

Are sustainable luxury goods a paradox for millennials?

2018 ◽  
Vol 14 (4) ◽  
pp. 802-815 ◽  
Author(s):  
Virginia Rolling ◽  
Amrut Sadachar
Keyword(s):  
Impression Formation ◽  
Purchase Intention ◽  
Empirical Studies ◽  
The United States ◽  
Research Model ◽  
Luxury Brands ◽  
Recycled Materials ◽  
Content Type ◽  
Luxury Brand ◽  
Sustainability Strategies

PurposeThe purpose of this study is to examine how luxury brand descriptions influence millennials’ impression of luxury, impression of sustainability, attitude toward brand and purchase intention using the impression formation theory.Design/methodology/approachA between-subjects experimental design was used to test the research model, wherein two randomly assigned groups received an online experiment with either a luxury-only or a sustainable-luxury brand description.FindingsFindings included that the impression of luxury did not change for a sustainable-luxury brand describing the use of recycled materials as compared to a luxury-only brand without the description of recycled materials present. Therefore, millennials perceived the luxury-only and sustainable-luxury brands to provide an impression of luxury, which was the sole impression to significantly predict attitude toward the brand. In addition, the results indicated that attitude positively influenced purchase intention for both brand descriptions.Originality/valueThis study provides support for luxury brands to transition toward sustainable efforts of using recycled materials in their goods as the impression of luxury is preserved, and provide marketing communication that favors sustainable brand positioning. This is one of the first empirical studies that focused on exploring sustainability strategies for luxury brands targeting a specific market segment (i.e. millennials in the United States of America).

Committed to help: the effects of frequency of corporate donations on luxury brand evaluations

2020 ◽  
Vol 32 (3) ◽  
pp. 681-694
Author(s):  
Charmant Ndereyimana Sengabira ◽  
Felix Septianto ◽  
Gavin Northey
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Brand Evaluations ◽  
Different Types

PurposeWhile luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between the concepts of “luxury” and CSR. The present research examines the effects of different types of donation strategies (frequency-focused vs. amount-focused).Design/methodology/approachTwo experimental studies were conducted. Study 1 provides initial evidence to our prediction that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. Study 2 further replicates this using a different brand and establishes the underlying mechanism.FindingsFindings show that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. This is because a frequency-focused strategy makes consumers perceive the luxury brand's commitment to help, which in turn reduces consumers’ skepticism toward their CSR activities.Originality/valueThe study illustrates a novel mechanism that shows when and how different corporate donations influence luxury brand evaluations.

Exploring young consumer's decision‐making for luxury co-branding combinations

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yanan Yu ◽  
Lori Rothenberg ◽  
Marguerite Moore
Keyword(s):  
Decision Making ◽  
Design Methodology ◽  
Luxury Brands ◽  
Branding Strategy ◽  
Fast Fashion ◽  
Content Type ◽  
Luxury Brand ◽  
Trade Offs ◽  
Retail Format ◽  
Practical Implications

PurposeThe purpose of this paper is to identify the realistic trade-offs young consumers make when evaluating luxury co-branding combinations based on signalling theory.Design/methodology/approachConjoint analysis was employed to evaluate the relative impact of four major attributes (i.e. brand combinations, retail channels, uniqueness and price) on consumer desirability for luxury co-branding combinations. The data were analysed using desirability indices.FindingsBrand combinations, uniqueness and price significantly impact consumer desirability of luxury co-branding combinations. The luxury brand and sportswear combination results in the highest desirability when price is more similar to the sportswear constituent and participants perceive that the collaboration as exclusive.Practical implicationsThe results suggest that luxury brands need to consider the partnering brand's retail format primarily for co-branding strategy. Luxury brand collaborations with sportswear and premium priced streetwear brands are more likely to result in higher desirability among consumers compared to collaborations with fast fashion and mass-market brands. Additionally, uniqueness may not be effective as a point of differentiation in cases where luxury brands cannot guarantee a single yearly collaboration.Originality/valueThe decision to use existing brands for the fictitious combinations developed more sensible scenarios for respondents. In addition, rather than discrete questions, attribute-based combinations provide a more realistic depiction of consumers' decision making on luxury co-branding. Finally, the results provide marketing practitioners with practical directions for future development of fashion luxury co-branding strategy.

Luxury branding: the industry, trends, and future conceptualisations

2015 ◽  
Vol 27 (1) ◽  
pp. 82-98 ◽  
Author(s):  
Yuri Seo ◽  
Margo Buchanan-Oliver
Keyword(s):  
Design Methodology ◽  
Cultural Influences ◽  
Future Research ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Per Se ◽  
Industry Trends ◽  
Unique Context

Purpose – The purpose of this paper is to examine the emergence of a global luxury brand industry and discusses previous conceptualisations of luxury brands. In this endeavour, the study illustrates the unique context of luxury consumption, to highlight several developments in extant literature, and to advocate for the advancement of the consumer-centric paradigm of luxury branding. Design/methodology/approach – The study reviews the emergence of a global luxury brand industry, discusses macro-environmental trends that have influenced luxury brand consumption, critically evaluates the existing literature on luxury brands, and offers directions for future research. Findings – The study highlights that luxury brands have emerged as a special form of branding that conveys the unique sociocultural and individual meanings to their adherents. Moreover, it was found that these meanings have been shaped by a number of important cultural, social, and external trends, which call researchers and practitioners to consider the consumer-centric paradigm of luxury branding. Originality/value – The study calls for a shift in the focus from the characteristics of luxury brands per se, and towards phenomenological experiences and socio-cultural influences, in the pursuits to understand what brand luxury conveys in the broader context of post-modern consumer culture. The study offers two distinct areas for future research to address these developments.

How would you like your Turkish coffee? Tourist experiences of Turkish coffee houses in Istanbul

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Serkan Yiğit ◽  
Nilüfer Şahin Perçin
Keyword(s):  
Design Methodology ◽  
Qualitative Case Study ◽  
Learning Experience ◽  
Empirical Studies ◽  
Value Added ◽  
Case Study Method ◽  
Culture Learning ◽  
Content Type ◽  
Place Satisfaction

Purpose The purpose of this study is to examine and understand the experiences of tourists in the Turkish coffee houses in Istanbul, Turkey. Design/methodology/approach In this study, a qualitative case study method was used to analyze tourists’ comments with user-generated content technique by analyzing tourists’ comments. The data used in the study was collected through TripAdvisor, which is considered one of the most famous websites with tourist reviews and comments, between 20 May and 10 June 2020 from tourists’ reviews (n:219). Findings The findings show that Turkish coffee house experiences are heterogeneous based on the dimensions of coffee characteristics, place, satisfaction, recommendation and revisit intention, value/price and value-added experience. Moreover, value-added experience includes some sub-themes such as a memorable experience, authentic experience and culture learning experience. Originality/value There are some studies on Turkish coffee and Turkish coffee culture in the literature, but there have been no empirical studies investigating the Turkish coffee house experiences of tourists. For this reason, this study aims to examine and understand the experiences of tourists in Turkish coffee houses. Therefore, it is believed that this study will fill the current gap in the literature on tourists’ experiences of Turkish coffee houses.

Optimizing transparency for users in social networking sites

Info ◽  
2014 ◽  
Vol 16 (6) ◽  
pp. 8-23 ◽  
Author(s):  
Ellen Wauters ◽  
Verónica Donoso ◽  
Eva Lievens
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Design Methodology ◽  
Information Provision ◽  
Visual Design ◽  
Cognitive Differences ◽  
Content Type ◽  
Legal Documents ◽  
Types Of Information ◽  
Insight Into

Purpose – This article aims to reflect on possible ways to optimise current ways to deliver information provision to make it more transparent to users. In particular, this article will refer to the benefits (and challenges) of using more user-centred approaches to inform users in a more transparent way. Design/methodology/approach – In this paper we analyse individual, as well as contextual factors (e.g. cognitive differences, time constraints, specific features of social networking sites [SNS] platforms) which may have an impact on the way users deal with Terms of Use, privacy policies and other types of information provision typically made available on SNS platforms. In addition, possible ways of improving current practices in the field are discussed. In particular, the benefits (and challenges) of a user-centred approach have been referred to when it comes to informing users in a way that is more meaningful to them. Finally, it is discussed how user-centred approaches can act as mechanisms to increase transparency in SNS environments and how (alternative) forms of regulation could benefit from such an approach. Findings – The authors believe that it is necessary to start focussing on users/consumers’ needs, expectations and values to develop visualisation tools that can help make law (more) meaningful to users/consumers by giving them a better insight into their rights and obligations and by guiding them in making truly informed decisions regarding their online choices and behaviour. Originality/value – By looking at different techniques such as visual design and the timing of information, the article contributes to the discussion on how people can be made more aware of legal documents and actually read them.

Managing employees with chronic illness

2018 ◽  
Vol 26 (1) ◽  
pp. 7-10 ◽  
Author(s):  
Maninder Singh ◽  
P.S. James ◽  
Shirshendu Ganguli
Keyword(s):  
Chronic Illness ◽  
Human Resource ◽  
Design Methodology ◽  
Empirical Studies ◽  
Chronically Ill ◽  
Human Resource Managers ◽  
Future Directions ◽  
Content Type ◽  
Resource Managers ◽  
Practical Implications

Purpose The purpose of this paper is to identify future directions for human resource managers to provide work accommodations to chronically ill employees. Design/methodology/approach The authors researched empirical studies in management, occupational health journals, and reports on chronically ill employees. Findings The paper provides research-based practical insights for human resource practitioners to deal with the growing number of chronically ill employees. Practical implications The paper highlights solutions for human resource managers to create an inclusive workplace for employees with chronic illness. Originality/value The authors identified effective human resource and health practices for chronically ill employees, which would help to increase their productivity.

Tax aggressiveness and sustainable welfare: the roles of corruption and tax allocation inefficiency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Astrid Rudyanto ◽  
Sidharta Utama ◽  
Dwi Martani ◽  
Desi Adhariani
Keyword(s):  
Public Choice ◽  
Design Methodology ◽  
Empirical Studies ◽  
Content Type ◽  
Tax Aggressiveness ◽  
Long Run ◽  
Sustainability Issue ◽  
Private Investments ◽  
Positive Effect ◽  
Practical Implications

Purpose This paper aims to investigate the roles of corruption and tax allocation inefficiency in moderating the effect of tax aggressiveness on sustainable welfare. Design/methodology/approach This research uses a fixed-effect multiple regression analysis for 55,438 firm-year observations covering 22 countries from 2007 to 2017. Findings For less (more) tax-aggressive observations, corruption and tax allocation inefficiency strengthen the negative (positive) effect of tax aggressiveness on sustainable welfare. The results are in line with public choice and functionalism theories that suggest that private investments can increase welfare when governments are dysfunctional. Practical implications This paper shows that the effect of tax aggressiveness on sustainable welfare depends on tax aggressiveness, corruption and tax allocation inefficiency. Social implications This paper implies that governments should reduce their corruption levels and increase tax allocation efficiency because private investments are ineffective in the long run. Originality/value Because of increasing awareness of sustainability issue, sustainable welfare is considered more relevant than traditional welfare. Hence, empirical studies on the effect of tax aggressiveness on sustainable welfare are crucial. This paper adds the literature by combining public choice and functionalism theories to investigate the moderating roles of corruption and tax allocation inefficiency in this issue.

Emojis and assertive environmental messages in social media campaigns

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tae Hyun Baek ◽  
Seeun Kim ◽  
Sukki Yoon ◽  
Yung Kyun Choi ◽  
Dongwon Choi ◽  
...  
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Design Methodology ◽  
Plastic Pollution ◽  
Media Campaigns ◽  
Content Type ◽  
Social Media Engagement ◽  
Psychological Mechanism ◽  
Study Participants ◽  
Smiley Face

PurposeThe authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns.Design/methodology/approachTwo experiments were used to test three hypotheses.FindingsStudy 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used jeans. In Study 2, participants indicate stronger social media engagement and behavioral intentions to sign a petition for reducing plastic pollution when (non) assertive Facebook messages (do not) include emojis.Originality/valueThe current research advances our understanding about how emojis interact with assertive and nonassertive message tonality in environmental social media campaigns. This research also provides new insights showing that positive emotion is the psychological mechanism underlying matching effects of emoji and message assertiveness.

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