• Journal of Distribution Science
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• v.20 no.5
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• pp.75-84
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• 2022

Purpose: The paper employs the theory of planned behaviour, social identity theory, social presence theory, and social exchange theory to propose a model for using the social media platform Facebook in distributing information in universities. Research design, data and methodology: Data were obtained from 618 students at Hanoi University of Industry (HaUI) in Vietnam. The study used structural equation modeling in SPSS and the statistical analysis software AMOS version 24 to explore the information distribution role of Facebook. Results: Findings reveal that subjective norms and social presence play a key role in driving students to use Facebook for studying. In addition, university administrators can boost student satisfaction and academic achievement through Facebook. Interestingly, students who strongly identify with the brand name of the university have a strong connection with the university are more likely to engage in behaviors supportive toward the university. Conclusions: These findings show that Facebook had played a key information distribution role in universities. Thus, the study provides the executive board of the university and teachers can gain new understanding of why students employ Facebook for studying as well as capitalize on the platform to improve several operational metrics such as brand identification, student satisfaction, and academic achievement.

• Journal of Information Technology Applications and Management
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• v.24 no.2
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• pp.1-15
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• 2017

Social Network Service (SNS) emerged to become a major platform for consumers' social activities, affecting their choice behavior. With rapid increase in SNS adoption among consumers, firms actively apply SNS into their marketing activities and use it as an important communication medium with consumers. Particularly SNS marketing become increasingly prevalent in Chinese restaurant sector as they provide promotional information to consumers through SNS. It is urgent for firms to understand the extent of SNS impact on consumers' choice behavior, and to understand consumers' response toward SNS in order to develop more effective SNS marketing strategies. The purpose of this study is to assess the effects of four SNS characteristics on brand equity and purchase intention and to determine the relative importance among these four characteristics on brand equity and purchase intention. Results show that all of the characteristics have significant influence on consumers' brand equity, and also, brand equity affects consumers' purchase intention.

• Journal of Distribution Science
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• v.22 no.7
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• pp.1-11
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• 2024

Purpose: Shopee, Indonesia's most frequently visited marketplace in November 2023, had 427.2 million visits. Supported by the live streaming feature, Shopee has become the most widely used online shopping platform, with an 83.4% market share in 2022. Several factors, such as brand trust and promotions, have significantly influenced Shopee's dominance and consumer purchasing decisions. This research aims to investigate the effect of cosmetic product distribution, brand trust, and promotions on purchasing decisions, considering gender and age as control variables. Research design, data and methodology: A quantitative approach using a survey research method was employed with a sample of 150 respondents, who were followers of the Shopee ESQA Cosmetics account, obtained through the Yamane formula. Data was collected via an online questionnaire. The data analysis technique used in this study was PLS-SEM with Smart PLS software. The results of this research indicate a significant effect of the distribution of cosmetics products, brand trust, promotions, gender, and age as control variables on the purchase decision variable. Conclusions: The distribution of cosmetic products, brand trust and promotions have a positive and significant impact on purchase decisions during live streaming on Shopee, and control variables (gender and age 36-45) have a positive and significant influence on purchase decisions.

• International Journal of Advanced Culture Technology
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• v.12 no.3
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• pp.406-418
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• 2024

In line with the rapid spread of Metaverse in various marketing areas, fashion companies have also begun to devise various activities using the Metaverse. Fashion experiences within the Metaverse platform must be conducted considering the characteristics of the Metaverse itself. However, there has yet to be any research on Metaverse fashion based on the characteristics of the Metaverse platform itself. Accordingly, this study sought to empirically analyze the impact of various characteristics of the Metaverse platform on consumers' virtual fashion experience within the platform. In particular, this study focused on the relationships among the Metaverse platform characteristics, perceived avatar identity, and the purchase intention of actual fashion products. In order to test the hypotheses, a survey was conducted on 300 Korean male and female consumers with an average age of 39.3 who had experience with virtual fashion through the Metaverse platform. In response to the recent increase in domestic and foreign brands' attempts to experience fashion using ZEPETO, the questionnaire provided an experience scenario that included detailed captured images of the use of avatars in the ZEPETO world. Data was subjected to statistical analysis using the SPSS 28.0 program. The results confirmed that the characteristic factors of the Metaverse platform (i.e., presence, social interactivity, anonymity) had a significant impact on the user's perceived avatar identification. Additionally, perceived avatar identity significantly affected users' purchase intention. Theoretical and managerial implications and study limitations are discussed.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.1
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• pp.87-102
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• 2021

The purpose of this study is to consider effective digital marketing strategies through analysis of luxury fashion brands. This study conducted both quantitative analysis and case studies of the brands Louis Vuitton, Gucci, Burberry, and Chanel. To measure the brand image of the luxury fashion brands, the survey was distributed to Millennials, and total of 277 responses were used for the final analysis by using SPSS 25.0 statistical program. Other than survey, this paper analyzed digital marketing strategies of luxury fashion brands through brand-related papers, website and social media of each brand, Samsung Designnet's database, and news posted on search engines. The results of this study are as follows: First, according to the result of examining brand image of luxury fashion brands, there was no significant difference between brands, except Gucci. Second, this study analyzed each luxury fashion brand to understand the characteristics of digital marketing, and common characteristics were identified. Third, by analyzing the brand image and digital marketing strategies of luxury fashion brands, it was confirmed that Gucci's brand image and digital marketing strategies were consistent, while there was a difference between Burberry's brand image and digital marketing strategy. Therefore, this article proposes the following digital marketing strategies that are suitable for luxury fashion brands. First, is the connection of on/offline channels. Second, is the use of AI technology. Third, is a blockchain-based platform.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.217-234
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• 2018

In this study, big data analysis was conducted for domestic and international sports goods brands. Text Mining, TF-IDF, Opinion Mining, interestity graph were conducted through the social matrix program Textom and the fashion data analysis platform MISP. In order to examine the recent recognition of sports brands, the period of study is limited to 1 year from January 1, 2017 to December 31, 2017. As a result of analysis, first, we could confirm the products representing each brand. Second, I could confirm the marketing that represents each brand. Third, the common words extracted from each brand were identified. Fourth, the emotions of positive and negative of each brand were confirmed.

• The Journal of Industrial Distribution & Business
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• v.12 no.6
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• pp.23-35
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• 2021

Purpose: This paper aims to investigate whether consumers' mental simulation and self-brand connections influence purchase intention and how the characteristics of advertisings' nonverbal information (congruence among multisensory cues) and verbal messages (self-referencing point and narrative structure) jointly shape mental simulation and self-brand connections. Research design, data and methodology: This paper develops a sportswear advertising and totally collected 225 data through the online survey platform "WenJuanXing". To exam the hypotheses in this paper, structural equation model is conducted in AMOS 21.0 via using 210 valid data. Results: The findings reveal that consumers who engage in mental simulation or establish the connections between them and the brands are more likely to present high purchase intention. Moreover, the characteristics of congruence among multisensory cues, self-referencing points and narrative structure can not only facilitate consumers' mental simulation but also encourage consumers to create connections between them and the brands. Conclusions: This paper develops the advertising research via exploring the characteristics of advertisings' nonverbal information (multisensory cues) and verbal messages simultaneously. And suggesting that both of consumers' mental simulation and self-brand connections are the important approaches for advertisers to effectively increase consumers' purchase intention. Finally, the limitations and suggestions are concluded for the future research.

• The Korean Journal of Franchise Management
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• v.15 no.2
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• pp.39-56
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• 2024

Purpose: Delivery food continues to grow. In the past, restaurant companies directly hired delivery workers to deliver food, but now, restaurant companies use delivery service platform companies to carry out delivery work rather than directly hiring delivery workers. Therefore, this study seeks to determine the impact of delivery food benefits in the restaurant industry on brand image, trust, and word-of-mouth intention. Research design, data, and methodology: To test the hypotheses of this study, 400 questionnaires were distributed and 340 were collected. Among these, 321 questionnaires, excluding 19 questionnaires that were answered insincerely, were used in the final analysis. Result. First, delivery food benefits were found to have a significant impact on brand image and trust. Second, brand image was found to have a significant effect on trust and word-of-mouth intention. Third, trust was found to have a significant effect on word-of-mouth intention. Conclusions: First, existing research focused on studying the attributes of delivery food in the restaurant industry, but this study studied the benefits that consumers can obtain through purchase among these attributes. Second, delivery food restaurants need to design promotions and advertisements in a way that displays coupons, points, or mileage. Third, quick delivery of orders can be a competitive advantage for delivery food restaurants.

• International Journal of Advanced Culture Technology
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• v.7 no.1
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• pp.77-83
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• 2019

Recently, as social media users have grown, the resulting form of advertising has emerged, and one of the types is native advertising. This advertising method appears to be 52% higher than the banner, according to a study by the IPG Media Lab (2013). Therefore, there is a positive effect on native advertising, but it is necessary to maximize the effect. In this paper, the acceptor's attitude to the native advertisement and the shared intention are verified as to how the effect of the native advertisement can be understood and the maximized effect can be obtained. When the brand phrase was in the form of direct exposure, the subjects were positive about the advertisement and the brand attitude was favorable. Share intentions were also high. These results included suggestions to produce native advertisements in consideration of the attitudes and sharing of the recipients.

• Journal of the Korea Society of Computer and Information
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• v.18 no.7
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• pp.125-137
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• 2013

Seoul city provided u-tourism services for inbound tourists' convenience. These services began in April, 2010 and were completed in advanced way by the end of 2011. Seoul city developed a brand fit to the new services simultaneously for communicating it. Recently, there are so many cities in the world that steadily try to give favorable impression and images to people. In the study, we analyze the process of brand building to present a guideline for city brand and tourism service brand building. The study includes a series of brand making process such as environment of brand, customer analysis, design of brand platform, brand hierarchy, visualization of various brand factors, strategies of operation and performances of brand awareness and draw a conclusion and suggest an advice. As for implication, the study shows the necessity of service brand launching plus Seoul official brand(Hi, Seoul), the service brand including ubiquitous concept, development of brand factors with complementarity and observation of systematical methodology.