Laura Esteban-Santos, Irene García Medina, Lindsey Carey and Elena Bellido-Pérez
The purpose of this paper is to investigate fashion blogs’ influence on Spanish Millennials’ buying behaviour.
Abstract
Purpose
The purpose of this paper is to investigate fashion blogs’ influence on Spanish Millennials’ buying behaviour.
Design/methodology/approach
This research is quantitative in nature, utilising a mono method consisting of structured self-administered questionnaires. Data were exported to IBM SPSS Statistics, where different types of analyses were combined – such as frequencies, means, hypothesis testing analyses, principal components analysis or K-means cluster.
Findings
Findings show that the most important motivations to follow a fashion blog are entertainment and information seeking. Besides, consumers’ attitudes seem to be influenced by how consumers assess credibility, which is determined by trustworthiness, para-social interaction (PSI), expertise and message credibility. Finally, after showing covert and overt marketing posts, both trustworthiness and PSI were lower than before, identifying PSI as a possible moderator in these cases.
Research limitations/implications
The main limitation of this study is the sample size, which does not make it possible to generalise conclusions.
Practical implications
From this research, it can be said that, due to the importance of establishing a strong relationship with the public, bloggers should try to connect with readers on an emotional level, and brands need to select bloggers very carefully.
Originality/value
This paper reveals Millennials’ attitudes whilst they are visiting a fashion blog and the influence that these attitudes can exercise on their purchase intention.
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Laura Rienda, Lorena Ruiz-Fernández and Lindsey Carey
This research investigates the role that having a trademark and a social media presence play in the development of international activities as well as their influence on…
Abstract
Purpose
This research investigates the role that having a trademark and a social media presence play in the development of international activities as well as their influence on performance for small and medium-sized enterprises (SMEs) operating within the fashion sector of the United Kingdom and Ireland.
Design/methodology/approach
Quantitative analysis was carried out by integrating information from several data sources. The hypotheses proposed in the authors’ research model are tested on a sample of 102 SMEs, applying bivariate analysis and variance-based structural equation modelling (partial least squares).
Findings
Based on the authors’ empirical evidence, the fashion SMEs could improve their performance through two important marketing tools: registered trademark and social media. On the one hand, SMEs with a registered trademark are more present in the international markets, and it also implies higher performance. On the other hand, there is no significant relationship between SMEs with social media and a presence in international markets.
Originality/value
The aim of this paper is to investigate the effect of trademark and social media participation on firms which varies depending on what managers of fashion-related SME companies want to prioritize. Hence, these two marketing tools could be useful for managers to decide on what resources to invest, to register a trademark or to be present in social media, subject to their firms' strategy and objectives.
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Cara Connell, Ruth Marciniak, Lindsey I. Carey and Julie McColl
This paper aims to focus on customer engagement (CE) in the underexplored context of transactional retailing websites, providing insight into the drivers, manifestations and…
Abstract
Purpose
This paper aims to focus on customer engagement (CE) in the underexplored context of transactional retailing websites, providing insight into the drivers, manifestations and dimensionality of the construct. The website is viewed as a collection of environmental stimuli, and focus is placed on identifying the website environmental cues that promote CE.
Design/methodology/approach
This focussed study follows an exploratory research design. A total of 22 semi-structured interviews were conducted with one segment group: over-55-year-old female online shoppers in the most commonly purchased product category online, clothing. The stimulus–organism–response model forms the theoretical framework.
Findings
The unique findings identify that product-related environmental cues drive CE on a website, suggesting that CE occurs at the level of the product, as opposed to the website.
Research limitations/implications
CE with websites exists beyond the customer–brand dyad, with the website forming the third node in a triadic relationship between customer, brand (at level of the product) and website (at level of the product-related cues).
Practical implications
This study reveals the relationship between website environmental cues and the manifestation of CE, providing managers with insight on how best to drive CE. Confirmation is provided that the website represents a vital touchpoint in the engagement journey of a retail customer.
Originality/value
Websites as a focal object for CE are markedly under-researched. This study empirically supports the relevance of considering CE in this context and reveals the influence online environments have on CE.
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Marie-Cecile Cervellon and Lindsey I. Carey
This paper aims to investigate the influence of consumer reviews on the evaluation, post-experience, of products with a combination of sustainable, hedonic and utilitarian…
Abstract
Purpose
This paper aims to investigate the influence of consumer reviews on the evaluation, post-experience, of products with a combination of sustainable, hedonic and utilitarian properties.
Design/methodology/approach
In the first instance, consumer reviews for organic and non-organic cosmetics posted on the French Web site beauté-test.com were analyzed. Second, a full-factorial two product types (organic and non-organic) × three reviews (positive, negative and no reviews) experiment was conducted. Sixty French women tested a beauty product and evaluated it on hedonic and utilitarian (ambiguous and non-ambiguous) properties. In a second experiment, 132 English-speaking students evaluated an herbal tea at home, along a full-factorial two product types (fair-trade and non-fair-trade) × three product properties (hedonic, utilitarian ambiguous and utilitarian non-ambiguous) × two reviews (negative review and no review) between-subject design.
Findings
First, consumers are significantly less influenced by reviews for hedonic products compared to utilitarian products. In particular, they rely on reviews when evaluating utilitarian ambiguous properties (e.g. anti-aging properties) which they find difficult to judge on their own. Second, consumers are more resistant to the persuasive effect of reviews when the product focus is on sustainable (organic or fair-trade) credentials, in particular when judging ambiguous properties.
Originality/value
This paper explores a topic neglected in the literature so far: the moderating role of product properties and sustainability, in particular, on consumers’ responses to persuasion and consumer reviews in the context of this paper. Its originality lies in the demonstration that consumers learn through product testing for hedonic and utilitarian unambiguous product properties and through consumer reviews for utilitarian ambiguous product properties. Additionally, it highlights the resistance of sustainable products (organic and fair-trade in this research) to negative product reviews.
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Marie‐Cécile Cervellon, Lindsey Carey and Trine Harms
Vintage has been a growing trend in clothing recently, leading to major fashion brands launching collections inspired by vintage pieces or luxury haute‐couture houses digging into…
Abstract
Purpose
Vintage has been a growing trend in clothing recently, leading to major fashion brands launching collections inspired by vintage pieces or luxury haute‐couture houses digging into their archives to revive past designs. Yet, as this market develops, little is known about the profile of the consumer and the motivations to purchase vintage. This paper aims to explore the veracity of a number of assumptions relating to vintage consumption, equating it to the consumption of used, previously owned clothes by nostalgic prone, environmentally‐friendly or value‐conscious consumers.
Design/methodology/approach
A quantitative approach including structural equation modeling (SEM) was employed in this research using data collected from 103 women (screened on past second‐hand purchases). Vintage clothes were defined as pieces dating back from the 1920s to the 1980s. Second hand clothes were defined as modern used clothes.
Findings
The results show that the main antecedents to vintage consumption are fashion involvement and nostalgia proneness as well as need for uniqueness through the mediation of treasure hunting. In contrast, second‐hand consumption is directly driven by frugality. Eco‐consciousness plays an indirect role through bargain hunting. In essence, the thrill of the hunt is present for vintage and for second hand consumption. Yet, while vintage consumers shop for a unique piece with history, second‐hand consumers shop for a unique piece at a good price. Additionally, the main characteristics of vintage fashion consumers are a higher level of education and higher income whereas age is not directly related to the purchase of vintage pieces.
Originality/value
The paper discusses the relevance of second‐hand stores repositioning as vintage based on vintage and second‐hand consumers' profiles. Also, the need to educate consumers on the role of second‐hand consumption in a pro‐environmental lifestyle is highlighted.
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Lindsey Carey and Marie-Cécile Cervellon
The purpose of this paper is to provide the results of an exploratory study comparing attitudes of young fashion conscious consumers towards ethical fashion in Canada, France and…
Abstract
Purpose
The purpose of this paper is to provide the results of an exploratory study comparing attitudes of young fashion conscious consumers towards ethical fashion in Canada, France and the UK.
Design/methodology/approach
The methods used in this research were qualitative with a mix of interviews and focus groups and a new application of a visual method widely used within design and fashion environments, the mood board. The study is based within the contrast of a growing trend towards sustainability and the rise of fast fashion where consumers are increasingly demanding cheaper items. The research is also grounded in cross-cultural research where the comparison of data emanating from different cultures and languages presents specific dilemmas for researchers.
Findings
Results indicated that there were notable differences in the perception of ethical fashion between the respondents from these three cultures. In the representation and appeal of this fashion segment, in terms of its perceived availability, the transfer of meaning connected with the observation of higher price points and in the use of ethical purchases in the fashion arena as an offset or redemption for unethical behaviour in other contexts.
Originality/value
The originality of this paper lies in the innovative use of the visual qualitative methods which contributes to the debate concerning the research methods associated with cross-cultural research and extends the restricted body of literature which compares cultural attitudes in this area by offering key insights into the complex issues surrounding ethical fashion consumption.
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Cara Connell, Ruth Marciniak and Lindsey Drylie Carey
By the end of this chapter you should be able to demonstrate an understanding of:Customer engagement (CE) as a multi-dimensional construct comprising of cognitive, affective and…
Abstract
By the end of this chapter you should be able to demonstrate an understanding of:
Customer engagement (CE) as a multi-dimensional construct comprising of cognitive, affective and behavioural dimensions leading to customer loyalty.
The digital evolutions that have led to the current omni-channel business environment prompting the need to understand the customer journey.
The concept of the ‘CE journey’ and its relationship to the customer purchase decision process and brand communication channels.
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Lindsey Drylie Carey, Mary Irwin and Jennifer Anne Yule
This chapter explores food culture in social media. It focuses in particular on the affordances offered by social media platforms to create, develop and negotiate individual…
Abstract
This chapter explores food culture in social media. It focuses in particular on the affordances offered by social media platforms to create, develop and negotiate individual digital identities, which mediate personal, social and professional relationships with and investment in food, nurture and wellbeing. It examines the adoption of specific social media platforms for commercial and societal use, as well as the significant impact that the digitally curated food culture identities of influential others such as celebrity chefs, food bloggers, lifestyle gurus and self-styled ‘experts’ can have on their followers. There is, for example, Twitter’s role as a monitor of food choice decisions and a data source for food-related consumer behaviour research, and the use of Instagram by brands and companies in contrast to Facebook’s deployment as a community‑building social media tool where interest groups can share information, views and mutual support. The photogenic, young female lifestyle guru is the object of special scrutiny in which the apparent effortlessness with which they have achieved the self they present and their legitimacy to pronounce on health and nutrition is called into question. Finally, the chapter does not offer comprehensive nor conclusive findings on the experiences and exchanges depicted here which develop an overview of social media food cultures. Rather, it presents a flavour of the complex nexus of issues surrounding engagement with the topic in terms of reflections on society itself and on the role such interactions play in the creation of self-identity.