1,721,060 research outputs found
sj-pdf-1-jmx-10.1177_00222429231224748 - Supplemental material for The Caring Machine: Feeling AI for Customer Care
No full textSupplemental material, sj-pdf-1-jmx-10.1177_00222429231224748 for The Caring Machine: Feeling AI for Customer Care by Ming-Hui Huang and Roland T. Rust in Journal of Marketing</p
Luxury brands in online gaming: Enhancing perceived quality of luxury products
Full text linkOver the past two decades, the luxury industry has undergone significant
transformations. To maintain consumer engagement and visibility, luxury brands are
now exploring the digital entertainment space, complementing their traditional
strengths with a digital presence (Gilliland, 2020). In early 2019, Moschino released a
capsule collection featuring iconic Sims motifs, which were later sold within the Sims
game. Following this, Louis Vuitton became a trailblazer by selling “skins” in the
League of Legends game. Skins are graphic downloads that alter the appearance of ingame characters. Subsequently, other renowned brands such as Gucci, Marc Jacobs,
Valentino, and Balenciaga embraced this trend and collaborated with online games.info:eu-repo/semantics/acceptedVersio
Exploring the presence and effects of race inclusivity on branded content in social media
Full text linkStudying inclusion in advertising is of special interest, as it functions as a powerful tool for
shaping individuals' attitudes towards cultural groups and their roles. Race inclusion, in
particular, expressed by the diversity of skin tone, is important given the white-skinned
dominant presence. This study analyses the actual representation of diverse skin tones in
cosmetic brand publications on their Instagram pages. Moreover, it examines the impact of
inclusive communication regarding skin tones on user engagement. A content analysis of
50 Instagram posts from 15 beauty brands was conducted, with a total of 750 posts
inspected. Results indicate a lack of representation of skin tone diversity. Likewise, it was
possible to conclude that diversity in skin tone negatively affects engagement, with darker
skin tones performing worst among mass market cosmetic brands. Otherwise, diversity
seems to be well accepted among audiences of premium brands. Implications for practice
and theory are discussedinfo:eu-repo/semantics/acceptedVersio
Music can be trendy and cool
Full text linkWithin the music industry, the topic of fan-related behavior is barely researched, as literature on the music market has mainly focused on piracy (Borja et al., 2015), economic theories on superstars (Coelho & Mendes, 2019), and music information retrieval (Fricke et al., 2018), among others. Hence there is a big research gap related to what makes consumers consistently prefer certain music artists, to the detriment of others, and how the loyalty progressive dynamic works in this industry. What factors influence fan-related behavior in the music industry? Music tone and style can be trendy. Therefore, not only is there a noticeable research gap concerning the factors that make music consumers fans of their preferred artists and the general dynamics of this phenomenon in the industry, but it is also relevant to study the differences in predictors and dynamics between popular and not popular artists that now may attempt to retain music listeners through similar means. The main aim is to explore the factors that influence fan-related behavior toward music artists.info:eu-repo/semantics/publishedVersio
Being fashion with a purpose: Exploring consumers' willingness to pay for sustainable fashion
Full text linkOur daily lives are significantly influenced by the fashion industry, which shapes our
identities and reflects our social and cultural values. However, the conventional fashion
sector has been linked to numerous social and environmental problems, raising concerns
about its sustainability. The detrimental environmental effects of fast fashion have
increased the demand for other strategies that promote sustainability without sacrificing
style and customer preferences. As a result, sustainable fashion has become a promising
response to these problems. This research analyses consumers' willingness to pay for
sustainable fashion, acknowledging the important role of brand coolness and sustainability
perception in influencing consumers' decisions. Study findings demonstrate a shift toward
more responsible consumption patterns within the fashion sector, which can lead to a more
responsible future where fashion and sustainability coexist.info:eu-repo/semantics/acceptedVersio
Exploring the impact of deepfake advertisements on ad avoidance and consumer behavior in the fashion industry
Full text linkAs artificial intelligence (AI) continues to evolve, it has become increasingly challenging
to differentiate between real and synthetic content, given the AI's ability to simulate human
abilities. One such area of synthetic media that has gained significant attention is deepfakes,
which involve manipulating and creating hyper-realistic imagery (Westerlund, 2019).
Despite the possible relevance of deepfakes to marketing and their growing popularity,
they are often portrayed in the media as a “phantom menace” (Westerlund, 2019). However,
there is a lack of understanding about the potential benefits and malfeasance associated
with deepfakes (Westerlund, 2019). Therefore, it is imperative to gain a comprehensive
understanding of the implications of deepfakes in marketing theory and practice. To date,
deepfakes have been studied in different fields with distinct research focuses, however,
academic research has predominantly centered on three aspects of deepfake technology:
refining algorithms for more realistic visual results, creating detection methods, and
scrutinizing the potential societal effects of its use (Eberl, Kühn & Wolbring, 2022). Yet,
little focus has been given to investigating the research prospects of deepfakes and their
implications on brand communication. The objective of this study is to analyze the possible
effects of deepfake ads on consumer actions and perspectives, with a specific focus on ad
avoidance in the fashion sector. Advertising is a crucial and ever-evolving element of the
fashion industry, and is essential to its growth. As a disruptive technology, Artificial
Intelligence (AI) has opened up new possibilities for fashion marketers and advertisers to
investigate (Rathore, 2019). Also, this study intends to bridge this gap by proposing that
deepfake technology can offer significant value as an advertising tool.info:eu-repo/semantics/acceptedVersio
Exploring the presence and effects of race inclusivity on branded content in social media
No full textStudying inclusion in advertising is of special interest, as it functions as a powerful tool for
shaping individuals' attitudes towards cultural groups and their roles. Race inclusion, in
particular, expressed by the diversity of skin tone, is important given the white-skinned
dominant presence. This study analyses the actual representation of diverse skin tones in
cosmetic brand publications on their Instagram pages. Moreover, it examines the impact of
inclusive communication regarding skin tones on user engagement. A content analysis of
50 Instagram posts from 15 beauty brands was conducted, with a total of 750 posts
inspected. Results indicate a lack of representation of skin tone diversity. Likewise, it was
possible to conclude that diversity in skin tone negatively affects engagement, with darker
skin tones performing worst among mass market cosmetic brands. Otherwise, diversity
seems to be well accepted among audiences of premium brands. Implications for practice
and theory are discussedinfo:eu-repo/semantics/acceptedVersio
Analysing AI-generated luxury fashion: The perceived value and customer’s purchase intention
Full text linkAI-generated luxury apparel poses a significant challenge to the traditional conventions of creativity and design. This research offers a distinctive opportunity to investigate the intersection of human and artificial intelligence creative processes while evaluating consumer perceptions and valuing these transformative innovations. In a period characterised by heightened apprehensions over generative AI, the investigation of consumer perceived value and willingness to purchase AI-generated luxury apparel holds significant relevance
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