Advances in Digital Marketing and eCommerce

Frontmatter

Less for More: Does Consumers’ Proneness to Join More Online Brand Communities Negatively Impact Consumers’ Sharing Ability?

Abstract

Online consumer experience has been the focus of recent studies as an enabler to sharing commerce. Consumer experiences are key facilitators for consumers’ social sharing of commerce. Nonetheless, as consumers have become prone to joining brands’ conversations, risks of consumer oversaturation, undermining consumers’ sharing ability should be expected to develop. The negative influence of customer relationship proneness (CRP) in joining and engaging with a high number of brand communities has not been examined. This study employs an online survey of members of a leading mobile phone company’s online sharing community on Facebook to offer new insights on CRP’s role in negatively affecting consumers’ commitment to sharing within brand communities. This is the first study to examine the negative impact of CRP on online brand communities and brand relationship. It is also the first to examine the relationship between CRP in joining online communities and online community commitment in social networking sites.

Zahy Ramadan, Ibrahim Abosag, Eman Gadalla

Who Buys When and Where? How Channel Design and Consumer Attributes Influence Customer Journey Outcomes

Abstract

We analyze the extent to which purchase decisions are predetermined by consumer behavior along the customer journey. In this manner, we identify influencing factors that can improve accuracy of customer journey analysis and revenue forecasting. Based on 54,967 customer journey contacts, collected between 2012 and 2020, we run moderator analyses to measure interaction effects on sales of seven consumer attributes and search behaviors. The study shows that channels, number of contacts, time of day, and channel design moderate the effect between customer journey contacts and sales significantly. While previous customer journey research has focused on which channels consumers use, and how many sales were made through those channels, we broaden this perspective by identifying additional variables that must be considered in customer journey analysis. By doing so, we explain differences in customer journey effectiveness better, and help practitioners to improve media budget allocation and create customer-centric marketing strategies.

Nadine Ampler, Christian Koch, Rainer Olbrich

Descending Beats Ascending: Effects of Order on the Likert Scale on Consumer Ratings

Abstract

In marketing surveys, the question order bias and response order bias are known from the viewpoint of order, while the response scale bias and central tendency bias are known from the viewpoint of the Likert scale, and a large amount of literature exists to support this. However, there is no evidence of bias due to the ascending or descending order of the Likert scale. This study filled this gap. An online survey of loyalty at Japanese universities was collected from 338 individuals. The result showed that since respondents prefer the first option, the descending order with the highest score on the upper side obtained a higher score. When determining the loyalty indices on the Likert scale in measuring marketing effectiveness, the true effectiveness cannot be known unless the order of options is consistent. In addition, since less serious respondents prefer higher options, the ascending order should be adopted to improve the quality of answers with good scores. This makes it possible to improve the accuracy of identifying customers with high loyalty. Thus, ascending options in the loyalty index question eliminate spurious loyalty due to insincere answers. Research design that understands the mechanisms of bias and limits uncertainty is essential in both business and academic research. This study provides useful suggestions for effect measurement, which is indispensable in digital marketing.

Takumi Kato

Recommendation by Multiscale Semantic-Visual Analysis of User Reviews and Product Images

Abstract

Recommendation for items that users have not interacted with is often based on the predicted ratings. However, predicting an item rating can be challenging due to a fact that the user-item paired data are not easily. Many studies addressed this problem by modeling latent factors of users (and/or items) using semantic reviews, as they are available on most ecommerce websites. However, this approach ignored the visual features of items, or product images, which reflect users’ personal preference. In this paper, we present a novel method that exploits multiscale semantic-visual representations (MSVR) to perform rating predictions with two paralleled submodules. The first submodule identifies the review features with respect to various aspects through word-aware and scale-aware attention mechanisms. The second submodule extracts block-level visual features at multi-scales with a pre-trained deep net, and then embeds the features with visual word vocabularies followed by a projection layer to reduce dimensions and an attention layer to re-weight multiscale blocks. Extensive experiments performed on 22 Amazon datasets demonstrates that our model significantly outperforms several state-of-the-art recommendation methods.

Zhu Zhan, Bugao Xu

Deepening Branding Opportunities in VR-Based Metaverses. A Qualitative Study

Abstract

Virtual reality-based metaverses are enabling brands to develop engaging approaches to consumers. Despite the growing interest in this innovative technology, the strand of studies about branding opportunities in VR-based metaverses is still in its infancy. Accordingly, our research aims to analyse three key aspects of branding strategies in VR-based metaverses: technical factors, perceptual dimensions, and branding outcomes. Through a qualitative exploratory approach based on in-depth interviews, our study contributes to the academic literature by providing the first holistic view of branding strategies in VR-based metaverses (high-immersive and low-immersive) from a managerial perspective.

Maria Vernuccio, Sara Boccalini, Michela Patrizi, Alberto Pastore

An Exploratory Study of Audiobook Discount Pricing

Abstract

Recently, audiobook has become one of the fastest growing e-commerce markets. In practice, retailers of audiobooks often use discount prices to attract consumers. Nevertheless, little research has paid attention to the critical factors of discount pricing decisions. Drawing from literature of consumers’ perceived value and uncertainty, we aim to investigate the impact of the New York Times Bestseller status of an audiobook and the length of audiobook on discount size. Based on a unique dataset of 323 audiobooks, we conduct an empirical analysis to test our hypotheses. Our results reflect that retailers tend to provide a smaller discount for audiobooks on the New York Times Bestseller list. We also find that the length of audiobook has a positive and significant impact on discount size. In addition, our results show that the New York Times Bestseller status has a moderating role on the impact of length of audiobook. Our research provides useful managerial insights that can help retailers make discount pricing decisions.

Li Chen

Assessing Streamer Attributes: The Role of Trust in Purchase Intention for Live E-Commerce

Abstract

This study aims to examine which streamer attributes enhance consumer trust and thus increase purchase intention. Regarding signalling theory, each attribute conveys specific signals to consumers. Results obtained from a survey of 453 respondents for live e-commerce in Hong Kong and analysed with a structural equation model indicate that attractiveness, parasocial interaction and responsiveness have significant positive relationships and are fully mediated by trust, whereas trust has a significant positive relationship with purchase intention. However, creativity is neither related nor mediated with trust but has a positive direct relationship with purchase intention. This research contributes to live-streaming e-commerce literature to provide further understanding of the impacts of different streamer attributes on trust and purchase intention. It also provides significant implications for marketers to review current live e-commerce strategies and adopt improved strategies for selecting and cooperating with streamers.

Monica Law, Mark Ng, Lubanski Lam, Xiling Cui

Advertising Value of Podcast Advertising

Abstract

Podcast advertising is emerging as an impactful advertising channel. Based on Ducoffe’s advertising model, the present study analyzes the advertising value of podcast advertising and the effect of podcast advertising on consumers’ attitudes towards the advertised brand and their purchase intention. 672 responses on an experimental design including real podcast ads yield significant positive effects of podcast advertising on both outcome variables. Advertising value is established on its dimensions of entertainment, informativeness, credibility, and relevance. The total effect for podcast advertising value was higher than the brand effect from the podcast and advertised brand. A congruent ad, that is, an ad with a good fit between ad and podcast, has a higher positive effect on brand attitude towards the advertised product, and subsequently a higher total effect on consumers’ purchase intention. For advertisers, the empirical results reveal an overall positive effect of podcast advertising and the importance of carefully selecting target podcasts aligning podcast audiences with target consumer groups.

Carsten D. Schultz

They Don’t Do What They Say – The Attitude-Behavior Gap in Online and Offline Grocery Shopping for Organic Products

Abstract

As previous research stated, customers frequently behave differently than they claim to. This phenomenon, called the attitude-behavior gap (ABG), can lead to significant discrepancies between purchase decisions and actual attitudes. Therefore, considering the ABG is crucial for retailers and brand managers. Even though an increasing relevance of both online grocery shopping (OGS) and organic products, there is still no research on how the ABG differs between also-online and offline-only consumers. Addressing this research gap, we compare average ABGs of customers who purchase exclusively offline with that of customers who purchase both online and offline. We use extensive data that includes both purchases and attitudes from an average of 25,620 households from 2016 to 2020. We find that also-online consumers have wider discrepancies between their attitudes and purchases compared to offline-only consumers. We conclude that these new insights of the ABG for organic products are highly relevant for brand managers and retailers both online and offline.

Kevin Ermecke, Rainer Olbrich, Philipp Brüggemann

How the Quick Commerce Business Model Delivers Convenience in Online Grocery Retailing

Abstract

How does the quick commerce business model deliver convenience in online grocery retailing, and how does the convenience provided disrupt the (online) grocery retail market? Taking Haas’ work on a generic retail business model as a departure point, in this book chapter we answer these questions by exploring the quick commerce business model, which is so far bypassed by research. We show how consumer convenience presents the central element of quick commerce operators’ service, being reflected in various ways in their business model dimensions and going beyond the quickness-factor of their deliveries. As a result, in contrast to the suggested framework by McNair (1958), it becomes apparent how the wheel of retailing spins differently in this context as, instead of leveraging price competitiveness, convenience becomes the competitive advantage.

Johanna Rau, Lina Altenburg, Alessandro Iuffmann Ghezzi

Influencer Marketing Strategies in Foreign Marketplaces

Abstract

Social media influencers have an increasing effect on the contemporary international marketing field. When entering foreign markets, companies that already gained experience of influencer marketing in their domestic markets or that are offering services or non-physical goods may want to leverage this marketing approach to occupy a lager foreign market share and greater visualisation by applying efficient influencer marketing strategies. However, they may face immediate difficulties in matching their products with appropriate influencers and agencies or the accuracy of content to effectively delivery their business value, also due to the language and culture barrier. This study reviews the development status of influencer marketing, and its linkage with companies’ digital commerce in international markets. To this end, this exploratory research adopts a qualitative method based on focus groups and in-depth interviews. We interviewed 20 companies who are actively applying influencer marketing as a dynamic marketing strategy to improve their business performance in overseas markets. It also provides managerial implications from the perspective of companies’ internationalisation and digitisation facilitated by digital techniques.

Nuo Wang

Analysis of the Possibilities of Implementing Bitcoin and Other Cryptocurrency Payments at the University

Abstract

The study aims to analyze the possibility of introducing payment gateways for payments at universities and the introduction of bitcoin as a means of payment at universities. The study describes the differences between the most used virtual currencies regarding payment options. The most widely used virtual currencies are Bitcoin, Litecoin, and Ethereum. Subsequently, we compare the advantages and disadvantages of introducing cryptocurrency as a payment option and the general advantages and disadvantages of e-payments. The study’s outcome is the selection of a payment gateway for making payments by cryptocurrencies. To achieve the set goals, we needed to examine the theoretical foundations of the issue, evaluate the current situation around payment and cryptocurrency payments, and compare the most used cryptocurrencies. Subsequently, we analyzed the payment options available in Slovakia and used cryptocurrency payments.

Juraj Fabus, Miriam Garbarova, Iveta Kremenova, Lukas Vartiak

How Digital Channels Enhance Firm Internationalization: An Explorative Study on Space Tech Startups

Abstract

The aim of this paper is to investigate the role of digital channels in the internationalization strategies of startups operating in the space tech industry. To achieve this research aim, we conducted 9 semi-structured interviews with Italian space tech startups and other actors involved in theses firms’ internationalization process. The preliminary findings of this study reveal that digital channels enhance the internationalization of space tech startups by supporting the building of business relationships, which are key to access international markets. Moreover, digital channels play a crucial role in acquiring new customers abroad and increasing the brand awareness of startups.

Mirko Olivieri, Lala Hu, Chiara Cantù

An Empirical Study on the Role of CRM and Big Data in the Automotive Industry

Abstract

The present study analyzes the recent digital transformation that affected the automotive industry, characterized by an increasing use of big data and customer relationship management (CRM) systems. To understand how automotive firms integrate CRM tools and big data in their marketing strategies, we conducted a multiple-case study by collecting 13 interviews with key informants operating in eight leading automotive firms. Findings suggest new relational approaches and opportunities deriving from the use of big data analytics and CRM under an overall customer-oriented approach, leading to the development of a digital culture.

Lala Hu, Angela Basiglio

Antecedents and Effects of Influencer Marketing Strategies: A Systematic Literature Review and Directions for Future Research

Abstract

Over the last decade, the adoption and use of Influencer marketing strategies have grown exponentially, resulting in the growing concerns of both academics and practitioners. Researchers have investigated the characteristics of the influencers, the nature of online interactions that occur over social media, and the effects of various antecedents of influencer adoption in the past. Based on a systematic assessment of more than 20 years of social media Influencer marketing research, the current study identifies and reviews the major themes present in the influencer marketing literature. Based on the analysis, an integrative multi-dimensional framework that considers theoretical frameworks, antecedents, mediators, and moderators of potential outcomes is presented. Besides integrating and synthesising the current body of knowledge about social media influencer marketing, the study provides valuable directions for future research that have impacts on digital marketing theory and practice.

Surej P. John, Sivakumari Supramaniam

How Technology Helps Farmers to Cater to Consumers – Channel Formats and Consumer Motives

Abstract

Societal stakeholders have started to rethink agricultural supply chains and discuss strategies to improve its resilience to be better prepared for future disruptions. One of the main pillars of such a resilient system is regional farming and distribution. Short food supply chains (SFSCs) refer to systems of food production, distribution, and consumption that involve few intermediaries between the producer and the consumer. However, research on the structure and impact of SFSCs is scarce. The study at hand identifies and categorizes farmers direct-to-consumer activities, investigates the role of technology in this context and explores the motivation of users of such concepts.

Johanna Muggenhuber, Tanja Doppler, Cordula Cerha, Robert Zniva

The Influence of Brand Digital Storytelling Using the Hero’s Customer Journey Communication Technique on Customer Acquisition and Retention

Abstract

The research explores how digital brand storytelling, through The Hero's Customer Journey technique, influences customer acquisition and retention, focusing on the entertainment industry. 16 In-depth semi-structured interviews was undertaken for this study. Based on the study's results, digital storytelling using Hero's Customer Journey communication strategy can positively impact customer acquisition and retention. The study showed that digital storytelling using the Hero's Customer Journey communication strategy could positively impact customer acquisition and retention. For customer acquisition, the characters element of the story was found to be particularly influential. However, the study found that the storytelling technique did not prompt intention to visit; instead, it led customers to visit websites and review platforms. For customer retention, the story's secondary characters and settings elements were incredibly influential in triggering positive brand experience memory, leading to greater loyalty and repeat business. The study shows the significance of digital brand storytelling as a strategic branding strategy, especially digital marketing relationships and provides a clear insight into the advertising and acquisition and retention literature. The study also has important insights for managers.

Emilie Gachassin, Catherine Prentice, Park Thaichon

The Development of Online Shopping and Finding Information About Products in the Visegrad Four Countries

Abstract

Today, the importance of e-commerce is undeniable and is even growing. In today's digital age, it is common for consumers to search for information about products on the Internet before making a purchase. The paper evaluates the course of the use of the Internet to search for information about products with regard to online shopping in the countries of the Visegrad Four (Czech Republic, Hungary, Poland, Slovakia) between 2012 and 2022. The paper provides a theoretical basis for the issue of online shopping and information search and describes the current state of online shopping in the countries of the Visegrad Four. Based on data from the Eurostat database, the paper points to the most significant findings in the development of online shopping and information search in the countries under review during the monitored years. The Czech Republic recorded the highest share of information searches in 2012 and 2022, while Poland achieved the highest growth in this regard. Slovakia recorded the highest share of online shoppers in 2012 and the Czech Republic in 2022, while Hungary achieved the highest growth in this regard. It can be assumed that both searching for information about products on the Internet and online shopping will grow in the coming years, mainly due to the advantages and uniqueness of digital technologies.

Richard Fedorko, Štefan Kráľ, Lenka Štofejová

How Facebook’s Brand Personality Affects Brand Commitment and Preference: The Mediating Role of Self-image Congruence

Abstract

There needs to be more research on how self-image congruence affects consumer outcomes concerning social network site (SNS) brands. As SNSs like Facebook continue to grow, they must position themselves effectively to stand out from their competitors. This study aims to contribute to our understanding of this topic by exploring the mediating effect of self-image congruence on brand personality (BP), brand commitment, and preference for the Facebook brand. We conducted PLS path modelling on data from American millennial Facebook users (N = 512, Mage = 27.1, SD age = 4.9, Female = 52%). In our model, actual and ideal self-image congruence partially mediate the impact of BP dimensions (emotionality and responsible) on brand commitment. The BP dimension activity directly affects brand commitment without mediation, whereas simplicity has no significant effect. Furthermore, brand commitment has a positive impact on preference for the SNS. This study has practical implications for SNSs and marketers who wish to position their brand or use social media as a selling channel.

Johan Hellemans, Kim Willems, Malaika Brengman

Exploring Colombian Digital Buyers of Luxury Jewellery: Segment Exploration (FIMIX-PLS)

Abstract

Jewels are items of personal adornment that has been a part of human expression throughout history as goods with multiple tangible and intangible meanings. The evolution of commercial transactions linked to the use of the Internet has promoted the use of this digital channel for the purchase and sale of jewellery. However, it is not yet clear if, due to the nature of jewellery, people carry out this purchase process in the same way through e-commerce as in physical stores. This study explores a research gap on the elements that determine the purchase of jewellery through e-commerce and applies a structural equation model using the partial least squares methodology. The results show that some essential elements of the physical purchase are maintained, but that buyers are also aware of the advantages and limitations of e-commerce. Also, through segment exploration, two possible types of digital buyers of jewellery are identified. The contribution of this research lies in adding to the development of the line of research on digital distribution channels, specifically for luxury jewellery in Colombia.

Javier A. Sánchez-Torres, Liliana Agudelo-Escobar, Francisco-Javier Arroyo-Cañada, Ana Argila-Irurita, Maria-Luisa Sole-Moro

Covid-19 Pandemic: The Least Factor Affecting the Lebanese E-commerce

Abstract

The purpose of this study is to explore the Lebanese crisis effect along with the pandemic on the electronic commerce in the country. Qualitative data was collected using structured interviews with retailers and wholesalers who have been trading electronically for 5 years or more. A thematic inductive analysis was adopted. The results of the study have shown that e-commerce in the country was effected by various effects in addition to Covid-19; the banking issue, the devaluation of the currency, the dramatic inflation rate, the fixed salaries, Beirut blast, and an increasing level of mistrust. Retailers worldwide may use the study to have a clear view of the case happening in the country and how macro-level issues outside an organization may affect the demand level. Thus, it may be used as a guide for similar cases as all the interviewees succeeded to sustain the business despite the situation. Previous literature has excessively presented the factors that may influence e-commerce yet there are no studies to date explaining the effects of the mixture of factors that affected Lebanon between 2019 and 2022.

Nada Khaddage-Soboh

On the Capture and Use of Private Conversations on Mobile Phones for Marketing Purposes: A Case in the Tourism Sector

Abstract

The digitization of the Broadband Society is generating a profound debate on access to users’ browsing and personal data. An axis of controversy is the case of mobile telephony. Many people suspect that smartphones record users’ conversations, without their consent, through the microphone, subsequently providing data to companies so that they make personalized announcements regarding the topic of conversation. In addition, there are various authors who argue that large internet companies use artificial intelligence to analyze these huge volumes of captured data in order to classify users and create accurate profiles. The objective of this research, of an experimental nature using participant observation and discussion group techniques, is to find out and analyze the phenomenon of capturing conversations for commercial purposes, to try to verify how they specifically affect the tourism sector. The study concludes that different companies in the tourism sector collect and use conversation data both to create profiles and detect patterns of behavior and to offer related advertising. Likewise, it is concluded that in certain cases the consumer becomes aware of the mechanism, and discomfort is generated that could even negatively affect the advertised brand.

Joan-Francesc Fondevila-Gascón, David Lopez-Lopez, Elena Puiggròs, Paula Perez-Cubero

The Impact of Influencers on Consumers’ Purchasing Decisions When Shopping Online

Abstract

Consumer behaviour is not only essential to attract new customers but also to retain existing customers. If a customer is satisfied with a particular product, he will repeat the purchase. Marketing should therefore be implemented in such a way that it persuades customers to repeat a purchase. It is, therefore, clear that customer acquisition, particularly customer retention, is very important. This can only be achieved by understanding and being attentive to the consumer’s purchasing behaviour and decision-making. The paper examines the impact of influencers on consumers’ purchasing decisions, specifically from the perspective of different categories of a consumer’s educational level. The paper provides a theoretical basis for the issue of the purchase decision process and describes other factors affecting consumers in the buying process. Based on statistical evidence, it was found that almost half of the respondents are influenced by influencers or celebrities they follow in their purchasing decisions. However, verification of the relationship between this influence and the educational level of the respondents has not been demonstrated.

Jakub Horváth, Richard Fedorko

Black Friday vs. Green Friday: A Comparative Sentiment Analysis of Spanish Social Media Users’ Perceptions

Abstract

The main objective of this study was to assess the marketing practices of companies related to Black Friday and Green Friday 2022 events in the Spanish market. This assessment was approached from the perspective of consumers by using the method of sentiment analysis of Spanish users who interact with companies through Facebook, Twitter and Instagram social network accounts. The study sample is made up of 8 companies, with a total of 4,342 comments received between November 2 and December 4, 2022. Data was collected with the data miner application exportcomments and sentiment analysis was performed at Atlas.ti based on pre-processed data. Based on content analysis, negative sentiments were clustered into 8 categories while positive sentiments were grouped into 5 main theme categories. Most of the sentiment analysis results indicated that companies that carried out the Black Friday promotional event approach showed data with highest negative consumer sentiment compared to companies that carried out Green Friday practices, which were mostly related to a more educational consumer approach to promotional events. This study emphasizes the critical and active attitude towards Black Friday discounts and the influence of consumers’ previous experiences with the brand and brand image, which affect consumer expectations on Green Friday or Black Friday approaches by companies.

Michele Girotto, Ana Maria Argila Irurita, María Luisa Solé Moro

Analyzing Customer Behavior In-Store: A Review of Available Technologies

Abstract

Online channels collect almost effortlessly a lot of behavioral customer data in a fully automated manner. Providing a comparable number of metrics for traditional brick-and-mortar environments is challenging and requires the introduction of additional sensor technology. In this work a systematic computer science literature review is carried out to provide an overview of measurement objects, associated characteristics, and sensor technologies for brick-and-mortar retail environments. The measurement objects can be divided into product and person detection, with the latter focusing on determining the characteristics of persons, namely frequency, path, and features. From the identified sensor technologies, image and depth sensors are the most versatile, but also require the highest computational effort and infrastructure cost. For the detection of some characteristics, other technologies, like wireless beacons, provide a viable alternative. Results are presented in a suitability matrix. Based on the results we propose a stronger interdisciplinary collaboration between marketing and computer science scholars.

Olaf Saßnick, Robert Zniva, Christina Schlager, Matthäus Horn, Reuf Kozlica, Tina Neureiter, Simon Kranzer, Viktoria Müllner, Julian Nöbauer

Digital Marketing and E-Commerce a Bibliometric Analysis

Abstract

In today's economy, electronic commerce is playing a fundamental role, positioning itself as one of the main means for the consumption of different users. Rooted to this type of consumer behavior, are associated the concepts of Digital Marketing with which it seeks to deepen the consumption strategies and predisposition to the use of different customers. In recent years, these two terms have gained great relevance in the academic world of the social and business environment. For this reason, a bibliometric analysis has been carried out with the aim of substantiating the main academic contributions to date and providing future lines of research in these areas. The methodologies used in the study combine quantitative techniques and scientific mapping, providing greater depth and clarity. With this, the relevance of these studies has been observed, highlighting the large number of publications and citations in recent years. In the same way, the involvement of large institutions such as the University of London, Massachusetts Institute of Technology, Hong Kong Polytechnic University, among others, has been revealed. The involvement of major journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Business Research, Mis Quarterly and International Journal of Information Management has also been highlighted. Finally, different future lines of research have been proposed, such as: research on innovation strategies of Digital Marketing and E-Commerce systems in digital platforms and social networks; implementation of models of knowledge of user satisfaction; economic markets, competition and design of environments for the evolution of E-Commerce.

Miguel Guillén-Pujadas, David Alaminos, Emili Vizuete-Luciano, Ana María Argila-Irurita, María Luisa Solé-Moro

The Influence of TikTok Videos on German Gen Z Consumers’ Attitude and Purchase Intention Towards Sustainable Brands

Abstract

Recently, Gen Z has become the largest group of consumers worldwide and as they are being digitally driven by social media, this is the best way to reach them. One social media app has become popular for this generation – TikTok. Another characteristic most Gen Z individuals show is their cheerful outlook towards sustainability. Thus, this study investigates the influence of TikTok videos on Gen Z consumers’ attitude and purchase intentions towards sustainable brands. Primary data were collected using a self-administered online questionnaire with 241 valid responses from Gen Z TikTok users in Germany. The research findings show that TikTok has an influence on Gen Z consumers’ behavior. Therefore, it is recommended that sustainable brands promote their products on TikTok. This study can help marketers and researchers in comprehending the consumers’ attitude towards TikTok videos and understanding how to use it as a base for future studies and development of strategies that appeal to Gen Z’s demands.

Susanne Plötz, Luisa M. Martinez, Luis F. Martinez, Filipe R. Ramos

Louis Vuitton, Cristiano Ronaldo and Lionel Messi. The Greatest Marketing Stunt of the Century, or just Hype Driven Vanity-Metrics?

Abstract

On the 20^{th of} November 2022, popular fashion brand Louis Vuitton released what marketing practitioners loosely refer to as the greatest photo of all time, or a marketing masterpiece. A series of Instagram posts portrayed the two football superstars Lionel Messi and Cristiano Ronaldo in a chess match on a LV checkerboard-branded suitcase. The players and the brand’s posts quickly went viral, amassing millions of views and resulting in Instagram’s 2^nd most liked post of all times. However, were these posts truly a success for the sponsoring brand, or was the social media active marketing practitioners’ community falling victim to overhyped vanity metrics? To find out, this research project tested via eye-tracking technology the attention distribution spread between the two celebrities and the sponsoring brand. Though this study does not aim to performance evaluate the campaign, the eye tracking study, in combination with diligent brand-recall measures, provides valuable insights into the likely brand-lift. The study relied on a demographic sample of Chinese students. Due to the Internet-censorship in China, the recruited sample has proven unaware of these viral Instagram posts. The study found an unequal attention distribution in favor of the celebrity players. The attention spread was explained by the posting entity; the post by the brand showcased the least skewed attention distribution, the post by Ronaldo the highest. Findings are supported by existing celebrity endorsement studies and highlight the importance of contemporary academic research to stimulate and engage with the marketing practitioners’ community on the effectiveness of vanity metric driven influencer campaigns.

Markus Rach

Traditional Brands vs. Born-Digital Brands: The Case of the Fashion Industry

Abstract

For a long time, the big fashion companies did not see Born-Digital Brands as an effective and possible competitor or business ally. However, especially after the COVID-19 pandemic, the game has changed, and currently, the fashion market is aware of the power that these brands have, mainly through social networks. Through a qualitative analysis, this work sought to understand the relationship strategies of “DNVB’s” with their audience, and how them can help in the reinvention of practices of fashion companies considered traditional, which had to adapt to the online environment.

Through content analysis and surveys, it was found that Born-Digital Brands can be an excellent reference in the domains of digital language, e-commerce and innovation and can inspire traditional brands to improve their performance in the online environment. However, the market increasingly demands that both types of business models reinvent themselves; that is, it is not about having a better brand than the other, online, or offline, but working to create an increasingly efficient, organic, personal, and omnichannel market.

Liliana Ribeiro, Amanda Maués

Backmatter