• The Journal of Asian Finance, Economics and Business
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• v.5 no.4
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• pp.107-116
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• 2018

The aim of this study is to delve deeper into the online brand community study. This study tests (a) the effects of online brand community on its outcomes, (b) the impact of value creation practice construct as a whole, (c) the effects of value creating practice construct on the two types of loyalty, loyalty toward the brand and the community. Participants of this study (N=353) are members of four types of online brand communities (e.g., business-to-consumer virtual product support community, firm-hosted online community, user-generated online community, peer-to-peer problem-solving community, and social media based brand community). Data were collected online using Amazon Mechanical Turk from April 10, 2016 to May 10, 2016. The data were analyzed through structural equations modeling using AMOS 20. The three community markers (e.g., consciousness of kind, rituals and traditions, and moral responsibility) and the four value creation practices (e.g., social networking, impression management, community engagement, and brand use) are proved to be significant indicators of online brand community and value creation practice constructs, respectively. Test results showed that strong and effective online brand communities generate value creation practices, and value creation practices enhance brand loyalty. The mediating effects of community loyalty between value creation practices and brand loyalty were revealed.

• Journal of Fashion Business
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• v.19 no.6
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• pp.82-100
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• 2015

Mobile fashion apps present much opportunity for marketers to engage consumers, however not all apps provide enough functions for their targeted audience. This study aims to determine how mobile fashion apps can be used to build brand community with consumer engagement. Qualitative data on fashion mobile apps were collected from the Apple app store and Android market during the spring and summer of 2015. A total of 110 fashion mobile apps were collected;, 50 apps were identified as apparel brands that either manufacture or sell apparel to consumers, which we categorized as "brand" fashion apps, and the remaining 60 were categorized as "non-brand" fashion apps. The result of the study can be summarized as below. The 60 non-brand fashion apps were grouped into 5 app types: shopping, searching, sharing, organizational, and informational. The main functions are for informational use and shopping needs, since at least half (31 apps) are used for either retrieving information or for shopping. However, in contrast, social networking and location were infrequent and not commonly utilized by these apps. The most common type of non-brand fashion apps available were shopping apps;, many shopping apps enable users to shop from several different websites and save their items into one universal shopping cart so that they only check out once. Most of these apps are informational and help consumers make more informed decisions on purchases;, in addition many offer location services to help consumers find these items in store. While these apps perform several functions, they do not link to social media. The 50 brand apps were grouped into 5 brand types: athletic, casual, fast fashion, luxury, and retailer. These apps were also checked for attributes to determine their functionality. The result shows that the main functions of brand fashion apps are for information (82% of the 50 apps) as well as location searching (72% of 50 apps). Conversely, these apps do not offer any photo sharing, and very few have organizational or community functions. Fashion mobile apps and m-marketing elements: To build brand community, mobile apps can be designed to motivate consumer's engagement with brands. The motivations of fashion mobile apps are useful in developing fashion mobile apps. Entertainment motives can be fulfilled with multimedia attributes, functionality motives are satisfied with organizational and location-based features, information motives with informational service, socialization with community and social network, learning and intellectual stimulation from informational attributes, and trend following through photo sharing. The 8 key attributes of mobile apps can correspond to the 4 m-marketing elements (i.e., Informative content, multimedia, interactions, and product promotions) that are further intertwined with m-branding elements. App Attributes and M-Marketing aim to Build Brand Community;, the eight key attributes can impact on 4 m-branding elements, which further contribute to building brand community by affecting consumers' perceptions of brands preference and advocacy, and their likelihood to be loyal.

• Korean Journal of Artificial Intelligence
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• v.11 no.2
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• pp.29-38
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• 2023

The purpose of this study is to explore how citizens perceive application of the metaverse platforms for city marketing and investigate factors that affect overall attitude for citizen relationship management in the public sector. In particular, this study investigates the following: i) how factors including perceived city brand value, public service, emotional value, experience, personalization, economic value, social value, and cultural value on overall attitude and ii) how overall attitude affects intention to use of metaverse for the public sector and citizen satisfaction. This study conducted an online survey with the assistance of a well-known research firm. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results found that effects of perceived city brand value, emotional value, information, economic value, social value, and cultural value on overall attitude toward metaverse application for the public sector showed significance. The results provide managerial and policy implications for the public sector on how to apply metaverse to provide public services and enhance engagement with citizens. The results also provide implications which aspects should be considered to enhance citizen relationship management and to build the better city brand value by applying metaverse.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.1
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• pp.61-71
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• 2020

This study looks at 'Corporate Social Responsibility' which is required for the fashion industry and brands in modern times. The American fashion brand known for its corporate social responsibility activities, 'Patagonia' is the case study for this research. The purpose of this study is to make suggestions to eco-friendly, outdoor and casual apparel fashion brands that want to introduce corporate social responsibility programs by considering the case of Patagonia's "Worn Wear" campaign. The method of this study was to review corporate social responsibility, previous studies on Patagonia, and literature, such as domestic and foreign media, Patagonia's official homepage, specialty publications, and media. The study concerning corporate social responsibility is focused on Patagonia's "Worn Wear". Worn Wear is Patagonia's system that repurchases and repairs products from Patagonia's own consumers. The study found that the well known corporate social responsibility led to increased sales. Patagonia's social responsibility activities are thought to be part of the brand identity that goes beyond marketing. In the Worn Ware case, repurchasing products from consumers and reselling them or reprocessing them resulted in increased sales, increased consumer engagement, and higher brand attention. The suggestion for a fashion company or brand in a category similar to Patagonia that is looking to engage in corporate social responsibilbty is to adopt and continue a campaign that 'consists of a successful marketing image, connecting memories and new experiences, separated shopping channels while diversifying the creation of distribution and contact channels'.

• Journal of Distribution Science
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• v.22 no.8
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• pp.1-15
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• 2024

Purpose: This study explored how Indonesian banks utilize digital marketing communication strategies to optimize their distribution channels, leading to enhanced customer trust and brand loyalty. It examined specific methods such as sponsorships, social media, institutional partnerships, and mobile banking application features as key components of this digital distribution strategy. Research Design, Data, and Methodology: This study employed mixed methods design to assess digital distribution impacts. It involved 385 Jakarta bank customers. The sample size was determined using the Lemeshow formula. Results: The findings indicate that effective digital distribution strategies, including sponsorships, social media engagement, and user-friendly mobile banking applications, significantly enhance customer trust and loyalty. However, overly complex features may negatively impact loyalty. Conclusion: Thisstudy demonstrates a clear connection between the strategic use of digital marketing channels, such as sponsorships, social media, institutional partnerships, and mobile banking features, and the development of customer trust and loyalty. The results provide valuable insights to Indonesian banks in designing digital distribution strategies that prioritize building trust and fostering integrated customer interactions. Tailored digital marketing approachesthat optimize distribution can significantly enhance both trust and loyalty among Indonesian bank customers.

• Knowledge Management Research
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• v.23 no.3
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• pp.65-88
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• 2022

Companies actively engage with the public through social media to enhance sales and promote brand awareness, which was further encouraged by the pandemic. However, previous studies tend to consider companies as a group of identical features. This study focuses on the differences between B2B and B2C companies' social media content strategy in relation to user engagement. This study categorized KOSPI 100 companies that manage Facebook corporate fan pages into B2B and B2C, and then analyzed the contents they posted from January 1 to December 31, 2020. The result showed that B2C companies tended to use videos over images, prefer hashtags, and comment its product name more often compared to B2B companies. B2B companies preferred images, used more hyperlinks, and mentioned its company name more often. In B2B companies, images and length of text had positive effects on user engagement, while hyperlink and URL had negative effects. B2C companies' text length had positive effect on user engagement. This study provides practical implications to PR practitioners for establishing a social media strategy which enhances user engagement.

• Fashion, Industry and Education
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• v.16 no.1
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• pp.46-55
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• 2018

The purpose of this exploratory study was to enhance the understanding of how brands tilize emojis in their marketing practices. A content analysis was conducted utilizing Google News as a search tool to access articles containing information pertaining to the use of emojis by brands. The combination of keywords used for the search were "emoji", "business", and "marketing". The search was narrowed down to the period of January $1^{st}$, 2014 - November $29^{th}$, 2017. This method generated a total of 604 trade publications with 55 of them providing information pertaining to specific brands and their use of emojis in their marketing strategies. A content analysis of trade publications has revealed that a variety of marketers have utilized emojis in their brand marketing practices. The entertainment, service, and food/drink industries have predominantly utilized emojis in their marketing practices, and their primary purpose for using emojis was to increase consumer engagement. Brands applied most of these emoji marketing strategies to an online or digital setting, whether it was social media pages, mobile applications, or any other form of computer-based marketing. Although there are limitations to this exploratory research in terms of its methodology, the findings of this study provide interesting insights into the potential of emojis as a marketing tool.

• The Journal of Industrial Distribution & Business
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• v.14 no.9
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• pp.31-39
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• 2023

Purpose: Social media's increasing adoption and the development of digital technology have completely changed how businesses interact with their clients. The current study is to examine the impact of live broadcasts on consumers' perceptions and actions across a range of fresh food goods. Research design, data and methodology: The scrutiny relies on the existing peer-reviewed literature, which may prevent a comprehensive evaluation of some recent advancements in the subject. Despite these caveats, the outcomes of this scrutiny are anticipated to contribute significantly to our understanding of the effect of live broadcast marketing on consumers' propensity to make purchases. Results: Previous literature review clearly states that 'Live Broadcast of Fresh Food' to attract relevant customers should be followed: (1) Increased Product Transparency and Trust, (2) Enhanced Customer Engagement, (3) Impact on Customer's Perception of Product Quality, and (4) sense of urgency and scarcity. Conclusions: All in all, the study's advice for firms in the food industry to improve their marketing efforts through live broadcasts have important practical ramifications. Promoting openness and trust in the production process and with the audience boosts a brand's reliability. Customers are more likely to participate and feel more connected to a brand.

• The Korean Journal of Franchise Management
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• v.12 no.4
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• pp.13-23
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• 2021

Purpose: This study aimed to derive clues for the franchise industry to overcome difficulties such as various legal regulations and social responsibility demands and to continuously develop by analyzing the research trends related to franchises published in Korea. Research design, data and methodology: As a result of searching for 'franchise' in ScienceON, abstracts were collected from papers published in domestic academic journals from 1994 to June 2021. Keywords were extracted from the abstracts of 1,110 valid papers, and after preprocessing, keyword analysis, TF-IDF analysis, and topic modeling using LDA algorithm, along with trend analysis of the top 20 words in TF-IDF by year group was carried out using the R-package. Results: As a result of keyword analysis, it was found that businesses and brands were the subjects of research related to franchises, and interest in service and satisfaction was considerable, and food and coffee were prominently studied as industries. As a result of TF-IDF calculation, it was found that brand, satisfaction, franchisor, and coffee were ranked at the top. As a result of LDA-based topic modeling, a total of 12 topics including "growth strategy" were derived and visualized with LDAvis. On the other hand, the areas of Topic 1 (growth strategy) and Topic 9 (organizational culture), Topic 4 (consumption experience) and Topic 6 (contribution and loyalty), Topic 7 (brand image) and Topic 10 (commercial area) overlap significantly. Finally, the trend analysis results for the top 20 keywords with high TF-IDF showed that 10 keywords such as quality, brand, food, and trust would be more utilized overall. Conclusions: Through the results of this study, the direction of interest in the franchise industry was confirmed, and it was found that it was necessary to find a clue for continuous growth through research in more diverse fields. And it was also considered an important finding to suggest a technique that can supplement the problems of topic trend analysis. Therefore, the results of this study show that researchers will gain significant insights from the perspectives related to the selection of research topics, and practitioners from the perspectives related to future franchise changes.

• The Korean Fashion and Textile Research Journal
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• v.24 no.2
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• pp.206-216
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• 2022

This study sought to examine the sustainability criteria found in the global sourcing practices of global fashion retailers. Sustainable supply chain management, with a particular focus on the sustainability criteria of global sourcing, was analyzed. This qualitative study was based on a focus group interview and corporate social responsibility (CSR) annual reports. Eight master categories, 18 middle categories, and 37 bottom categories were extracted. The key categories and their middle categories were as follows: (1) Social compliance (working conditions, employment, safety); (2) Environment concerns (environmental pollution management, eco-friendly production, supply chain environment); (3) Energy efficiency (energy saving program, store environment); (4) Consumer protection (restricted substances management, consumer product safety improvement); (5) Management system (code of conduct, triangle audit system); (6) Community social activities (local community service, voluntary activities, charitable activities); (7) External stakeholder engagement (media & non-governmental organization management, maintenance of relationship with local authority); (8) Brand protection (respect for companies' intellectual property). The findings of this study offer academically significant insights into the sustainability criteria that can be encountered by companies under diverse global sourcing scenarios, revealing that global sourcing by fashion retailers is not merely a means of reducing costs, but a way of generating new jobs and making a social contribution to developing countries. The study's findings also have practical significance, offering guidelines for general CSR activities in the global sourcing process.