An Exploration of Personalization in Digital Communication. Insights in Fashion

Nobile, Tekila Harley; Kalbaska, Nadzeya

doi:10.1007/978-3-030-50341-3_35

Cited by 12 publications

(8 citation statements)

References 64 publications

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“…Throughout history, technological advancements have shaped the nature of fashion: the first industrial revolution contributed to the mechanisation of fashion manufacture by exploiting water and steam power, the second revolution accelerated fashion production through the invention of electricity; the third one impacted the use of electronics and information technology within the fashion environment. The fourth, the so-called Industry 4.0, contributes to shape the fashion industry through an advancement of digital technologies, such as cyber-physical spaces, Internet of Things, computing tools, personalisation, localisation, and digitalisation of fashion heritage (Kalbaska, Sadaba, & Cantoni, 2018;Nobile & Kalbaska, 2020;Noris, SanMiguel, & Cantoni, 2020;Permatasari & Cantoni, 2019;Wang & Ha-Brookshire, 2018).…”

Section: Introductionmentioning

confidence: 99%

A review of digital fashion research: before and beyond communication and marketing

Nobile

Noris

Kalbaska

2021

International Journal of Fashion Design, Technology and Educati

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This paper focuses on the field of digital fashion and its development by providing an overview regarding fashion design and culture. It is part of a larger research that involved a literature review of 491 relevant papers. From the analysis of this corpus, three main categories were identified: Communication and Marketing, Design and Production and Culture and Society. This study focuses on the categories Design and Production and Culture and Society, which collectively gathered indicatively 48% of the selected literature. It presents its relevant studies and sub-categories, providing a rich and varied map of them and contributing to better design in further research in digital fashion.

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Section: Introductionmentioning

confidence: 99%

A review of digital fashion research: before and beyond communication and marketing

Nobile

Noris

Kalbaska

2021

International Journal of Fashion Design, Technology and Educati

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“…"Personalization might be much more effective on social media compared to other channels and suggests that this result could be due to the interactive feature of social media and its intrinsic personal nature. Similarly, it is proposed that through the use of conversational agents such as chatbots, firms will be able to better engage consumers through the use of personalized information" (Nobile and Kalbaska 2020). The five key factors of personalization are "offerings, knowledge, channels, purpose and contextual factors" (ibid.).…”

Section: Review Of Literaturementioning

confidence: 99%

How digital marketing can use a smart phone app to improve any business’s bottom line

Manko

2022

Journal of Information Technology Teaching Cases

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The marketing strategy of offering customer loyalty rewards has evolved with the use of technology. Instead of printing old-fashioned paper coupons, punch cards, and flyers to advertise special offers, customers can access their rewards through a customized app. The app functions as an all-in-one tool to attract customers, send offers, communicate specials, take orders, offer new products and services to existing customers, and so much more. During the restrictions of the COVID-19 lockdown, businesses found online communication soaring, with the ability to offer no-contact delivery of goods and services, and many businesses are keeping the technology they implemented during lock down because it is just good business. The use of application creation for digital marketing has the ability to supercharge sales by more effectively reaching the target audience and providing business analytics on users.

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“…Its emergence is primarily dependent on "Industry 4.0." Digital technology advancements, including network physical space development, the Internet of Things, computing tools, and digitization of fashion heritage, indicate the fashion industry is transitioning into the digital world (Kalbaska et al, 2018;Nobile and Kalbaska, 2020;Noris et al, 2020). Noris et al (2021) divide the existing research on digital fashion into three major areas.…”

Section: Literature Reviewmentioning

confidence: 99%

“…As a result of digitalizing the fashion industry, it was hoped to streamline the design, production, and business of physical products for the real world, as well as to achieve sustainability through the use of various digital tools ( Sayem, 2022 ). Its emergence is primarily dependent on “Industry 4.0.” Digital technology advancements, including network physical space development, the Internet of Things, computing tools, and digitization of fashion heritage, indicate the fashion industry is transitioning into the digital world ( Kalbaska et al, 2018 ; Nobile and Kalbaska, 2020 ; Noris et al, 2020 ). Noris et al (2021) divide the existing research on digital fashion into three major areas.…”

Section: Literature Reviewmentioning

confidence: 99%

Public perceptions of digital fashion: An analysis of sentiment and Latent Dirichlet Allocation topic modeling

2022

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Since digital technology has had a significant impact on the fashion industry, digital fashion has become a hot topic in today’s society. Currently, research on digital fashion is focused on the transformation of enterprise marketing strategies and the discussion of digital technology. Despite this, the current study does not include an analysis of the audience’s emotional and cognitive responses to digital fashion on social networking platforms. A comprehensive analysis and discussion of 52,891 posts about digital fashion and virtual fashion published on social networking sites was conducted using k-means clustering analysis, Latent Dirichlet Allocation (LDA) topic modeling, and sentiment analysis in this study. The study examines the public’s perception and hot topics about digital fashion, as well as the industry’s development situation and trends. According to the findings, both positive and neutral emotions accompany the public’s attitude toward digital fashion. There is a wide range of topics covered in the discussion. Innovations in digital technology have impacted the creation of jobs, talent demand, marketing strategies, profit forms, and industrial chain innovation of fashion-related businesses. Researchers in related fields will find this study useful not only as a reference for research methods and directions, but also as a source of references for research methodology. A case study and data reference will also be provided to industry practitioners.

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An Exploration of Personalization in Digital Communication. Insights in Fashion

Cited by 12 publications

References 64 publications

A review of digital fashion research: before and beyond communication and marketing

A review of digital fashion research: before and beyond communication and marketing

How digital marketing can use a smart phone app to improve any business’s bottom line

Public perceptions of digital fashion: An analysis of sentiment and Latent Dirichlet Allocation topic modeling

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