The Impact of Product Tagging on Trust and Purchase Intention: A cross-cultural perspective in visual e-commerce

The present study aims to examine the opportunity of in-app shopping, more specifically, analyzing the influence of product tags and cultural background on consumers’ trust and purchase intention. For this purpose, a comparison was made between European and South American female consumers from two cultures: the Netherlands and Paraguay. A total of 225 subjects, 143 from the Dutch background and 82 from the Paraguayan background, participated in an experimental survey where they judged an Instagram product page (product tag: present vs. absent). The analysis of the results revealed that the Paraguayans had higher purchase intentions than the Dutch. Additionally, the presence of a text appeal in the visual product presentation had a direct positive effect on consumers’ purchase intentions and perceived trust in the shopping environment, for both the Dutch and Paraguayan cultural groups. In virtual web shops, perceiving trust is a decisive point for purchase intentions. This study contributes to the fast-growing investigations on social media effectiveness and visual marketing as an informative and persuasive tool. The findings pinpoint the synergic value of visual and textual cues of product presentation online in the atmospheric trust of in-app shopping.

THE SURVIVAL OF FASHION LUXURY BRAND WHEN THE DESIGNER CHANGING: HOW TO BALANCE DESIGN AND MARKET IN ORDER TO MAINTAIN BRAND VALUE

Fashion designer is one of dominate role in a fashion luxury brand. There are many cases that luxury fashion brand via recruiting a creative designer to revive their commercial empire. For example, Tom Ford capitalizes on ten years to make nearly bankrupt Gucci resurge, even become a bellwether that value 4.3 billion market cap in the luxury industry[1]. But, that is not mean every designer could be lucky to cooperate with a brand that match his or her design style, such as the transitory cooperation of Kalvin Klein and Raf Simons. Thus, except the cooperation situation of designer and company, the other critical factor to determinate one designer whether match a brand is the balance between design and marketing. This report examines the plight of fashion luxury brand when designer changing. And explore how to remedy the loosing of brand core competitiveness and discuss a sires of reasons why new design concept useless for sales improvement, also, how to utilize marketing strategy such as visual communication to maintain brand equity. In this paper, the author conducted a series of comprehensive methodologies such as content analysis, historical research and case study to probe the role of designer for luxury brands and describes that marketing strategy might contribute to protect brand value in the period of brand upgrading. The research finding that, whilst designer changing, the visual marketing could be an effective method to help luxury fashion brand tide over difficulties, whole visual presenting of brand could maintain the impression in customer mind.

EXPRESS: The Effect of Slow Motion Video on Consumer Inference

Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.

Picture Perfect Vitamins The Semiotics Of Health Supplement Marketing on Instagram

Instagram. Specifically, this MRP examines the visual social media marketing techniques utilized by vitamin supplement companies in health images on Instagram, and the images communicated messages and implications. Through a qualitative content analysis case study approach, two vitamin supplement companies Instagram images were analyzed and compared: Sugar Bear Hair and Ritual. An image analysis guided by Roland Barthes semiotic theory of myth was conducted on 20 images posted on each company’s Instagram profile on and before April 1, 2019. The results suggest that health brands use a variety of visual marketing techniques to market their brands and products to users on social media, such as colours, influencers, and computer-generated imagery. In addition, the communicated messages in health images, or the “Barthian” myths as referred to in this study, exaggerate and differ from the scientific evidence surrounding the efficacy of vitamin supplements. Lastly, the myths derived from the images have the potential to confuse consumers, which may lead to health repercussions. This research contributes to the field of health communications as it builds upon literature that has found that marketing health via traditional and social media can be misleading and that organizations and brands on social media can do more to communicate necessary and accurate health messages.

Picture Perfect Vitamins The Semiotics Of Health Supplement Marketing on Instagram

Instagram. Specifically, this MRP examines the visual social media marketing techniques utilized by vitamin supplement companies in health images on Instagram, and the images communicated messages and implications. Through a qualitative content analysis case study approach, two vitamin supplement companies Instagram images were analyzed and compared: Sugar Bear Hair and Ritual. An image analysis guided by Roland Barthes semiotic theory of myth was conducted on 20 images posted on each company’s Instagram profile on and before April 1, 2019. The results suggest that health brands use a variety of visual marketing techniques to market their brands and products to users on social media, such as colours, influencers, and computer-generated imagery. In addition, the communicated messages in health images, or the “Barthian” myths as referred to in this study, exaggerate and differ from the scientific evidence surrounding the efficacy of vitamin supplements. Lastly, the myths derived from the images have the potential to confuse consumers, which may lead to health repercussions. This research contributes to the field of health communications as it builds upon literature that has found that marketing health via traditional and social media can be misleading and that organizations and brands on social media can do more to communicate necessary and accurate health messages.

Tecnologias na Atenção Primária: experiência com o portal Saúde Já! Santa Luzia

A Atenção Primária à Saúde é a porta de entrada da comunidade para os serviços básicos de promoção, prevenção e assistência em saúde física e psicossocial. Visa oferecer cuidados de modo integral, participativo e dinâmico, de acordo com contexto do território e comunidade abrangida pela Unidade Básica de Saúde (UBS). Em decorrência da instauração da pandemia provocada pela COVID-19, fez-se necessário o isolamento social e a interrupção de trabalhos coletivos comumente oferecidos pela UBS III do Bairro São José no Município de Santa Luzia. Desse modo, o presente artigo, do tipo relato de experiência, objetivou documentar a experiência da equipe multiprofissional de residência com o projeto Saúde Já! Santa Luzia. Trata-se de uma alternativa desenvolvida a partir das Tecnologias da Informação e Comunicação (TIC’s) para manutenção de vínculo, educação em saúde, marcação de consulta, dentre outras alternativas de comunicação entre a comunidade e equipe profissional da UBS citada. A partir dos trabalhos com Instagram e Website, foi possível perceber as interações com a comunidade ocorrendo, mesmo à distância, o vínculo no período de quarentena. Apesar da necessidade de melhoria em pontos como design visual, marketing e gerenciamento profissional do portal, consideramos positiva a experiência com as TIC’s, uma ferramenta promissora durante e após o período pandêmico.