The Paradox of Luxury in Digitalization

2022 ◽  
pp. 416-434
Author(s):  
Shamily Jaggi ◽  
Gursimranjit Singh ◽  
Sheetal
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Customer Acquisition ◽  
Luxury Brands ◽  
Digital Platforms ◽  
Personal Connection ◽  
Online Trust ◽  
Commercial Transaction ◽  
The Relationship

Seeing the success of digital platforms and advancement, social media marketing has strengthened the relationship between buyer and seller from a mere commercial transaction to a personal connection. The outcomes of this interaction are meticulous, and like other industries, it has also revolutionised the luxury products industry. It has become pertinent for the luxury brands to participate in the online visibility for customer awareness, customer engagement, customer acquisition, and customer retention. Though certain challenges are there, there is a need to develop strategies to mitigate them for better positioning, building online trust and online value.

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

scholarly journals Relationship Between Brand Engagement and Social Media Marketing

2019 ◽  
Vol 8 (4S3) ◽  
pp. 213-218
Keyword(s):  
Social Media ◽  
Tamil Nadu ◽  
Social Media Marketing ◽  
Survey Method ◽  
Brand Engagement ◽  
Media Interaction ◽  
Major Factors ◽  
Chennai City ◽  
The Impact ◽  
The Relationship

This empirical study aims to explore the relationship between brand engagement and social media marketing among the students of higher education institutions in Chennai city of Tamil Nadu. This research study adopts primary survey method with the help of structured questionnaire collected from 388 students those who uses social media networking sites. The result indicates that Integration, E-WoM, Social Media Advertisement, Social Media Interaction and Brand Attitude are the major factors determining the brand engagement among students. The cluster classification and discriminant functions shows that two groups are significantly form namely, low brand engagement groups and high brand engagement groups in their order of dominance. To conclude, it is necessary to create interaction between the customer and brand and consumer to consumer to identify the impact of communication on brand equity.

The Role of Customer Engagement in the COVID-19 Era

2021 ◽  
pp. 91-116
Author(s):  
Sara Santos ◽  
Pedro Espírito Santo ◽  
Luísa Augusto
Keyword(s):  
Social Media ◽  
The Other ◽  
Customer Engagement ◽  
Special Role ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Brand Relationship ◽  
The Relationship ◽  
Multidimensional Concept

Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.

scholarly journals Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability

2020 ◽  
Vol 12 (11) ◽  
pp. 4392 ◽  
Author(s):  
Carmen Berne-Manero ◽  
Mercedes Marzo-Navarro
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Multivariate Analysis ◽  
Relationship Marketing ◽  
Essential Role ◽  
Corporate Sustainability ◽  
Target Audience ◽  
Customer Engagement ◽  
Customer Acquisition

Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing social media and sustainability goals, research about influencer types and their impact on engagement preserving corporate sustainability is limited. Thus, the objectives of this study are: (1) Select general influencer traits as positive characteristics in promoting a product; (2) analyze them for micro and macro influencer scenarios; (3) explore potential differences in their adequacy determining customer engagement and preserving corporate sustainability. Credibility, pleasantness, and emotions are the criteria analyzed through multivariate analysis applied over two independent samples of followers. Pleasantness and appearance in the macro influencer scenario and perceived integrity in that of the micro influencer appear to conflict with the desired transparency of the message, while transmission of emotions plays an essential role in both scenarios. This is a very important finding. Companies should assess candidate influencers’ emotional projection skills, in addition to evaluating the brand sponsorship costs and defining the target audience for the advertisement, always under the premise of preserving corporate sustainability.

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

scholarly journals Of lizards and ideological entrepreneurs: Alex Jones and Infowars in the relationship between populist nationalism and the post-global media ecology

2019 ◽  
Vol 82 (1) ◽  
pp. 42-59
Author(s):  
H Van den Bulck ◽  
A Hyzen
Keyword(s):  
Social Media ◽  
Popular Culture ◽  
Business Model ◽  
Media Ecology ◽  
Global Media ◽  
Conspiracy Theories ◽  
Digital Platforms ◽  
Political Alliances ◽  
The Relationship

This contribution analyses the nexus between contemporary US populist nationalism and the post-global media ecology through the case of US radio show host and ‘most paranoid man in America’ Alex Jones and his Infowars. It evaluates the role of Alt Right alternative/activist media and global digital platforms in the success of Jones as ideological entrepreneur. To this end, it looks at Jones’ and Infowars' message (mostly Falls Flag conspiracy theories and pseudo-science-meets-popular-culture fantasy), persona as celebrity populist spectacle, business model, political alliances with Alt Right and Trump, audience as diverse mix of believers and ironic spectators and, most of all, media. In particular, we analyse the mix of legacy and social media and their respective role in his rise and alleged downfall. We evaluate Jones’ efforts as effective ideological entrepreneur, pushing his counter-hegemonic ideology from the fringes to the mainstream.

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

2016 ◽  
Vol 7 (1) ◽  
pp. 30-41 ◽  
Author(s):  
Graham Romello Perera ◽  
Irosha Perera
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Brand Image ◽  
Social Media Marketing ◽  
Primary Data ◽  
Factors Affecting ◽  
The Social ◽  
Social Media Platforms ◽  
Relationship Of ◽  
The Relationship

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

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