Communication during pandemic: who should tweet about COVID and how?

Yao, Alex Yao

doi:10.1080/0965254x.2022.2113911

Cited by 7 publications

(4 citation statements)

References 56 publications

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“…According to Yao (2022), luxury firms should pay attention to their marketing communication to maintain consumer engagement towards the firms. In their communication, luxury firms should emphasize their care for all the stakeholders, showing their care to customers and employees.…”

Section: Sectoral Analysismentioning

confidence: 99%

Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis

Hati,

Kamarulzaman,

Omar

2024

Int J Consumer Studies

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This study analyzes the literature available on consumer luxury consumption and the marketing of luxury products during the COVID‐19 pandemic. The Scopus database was utilized to search for research on luxury products during the pandemic. The study followed the SPAR‐4‐SLR procedure, with 59 articles analyzed using VOSviewer to provide network and density visualization. Triangulation of analysis was conducted using NVivo as the software offers rigor in the systematic literature review. The VOSviewer network and density visualization show that the analysis of the luxury industry literature can be elucidated by sectors and themes. The results indicate that the majority of the literature on luxury discussed hospitality, especially the hotel setting, followed by luxury fashion and tourism. Many sectors, such as luxury automotive, beauty, arts, and so forth were overlooked. Online landscape, branding, social responsibility, communication, sustainability, the self, and culture are the dominant themes in literature. The study sheds light on important themes, sectors, and research gaps, benefiting academic scholars and industry practitioners in understanding and navigating the challenges and opportunities in the luxury market during crises.

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Section: Sectoral Analysismentioning

confidence: 99%

Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis

Hati,

Kamarulzaman,

Omar

2024

Int J Consumer Studies

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“…In today’s dynamic business landscape, marketing strategies have become instrumental in shaping customer experiences and driving brand success (Yao, 2022; 2023). One such innovative approach gaining prominence is “phygital marketing” (Hyun et al.…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding consumer behavior in phygital environments: an interpretivist methodological framework

Yao,

Chan,

Yao

2024

QMR

Self Cite

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Purpose Due to rapid digitalization, the emergence of the “phygital” environment, which blends physical and digital experiences, creates unique challenges for researchers. This paper aims to introduce an interpretivist methodological framework designed to understand consumer behavior in phygital environments. The framework enables an in-depth exploration of the contextual factors, subjective experiences, personal emotions and social networks that influence consumer behavior in this space. Design/methodology/approach The framework was developed after a thorough literature review of the phygital environment and interpretivist research landscape. Consistent with the phygital transformation theory, this approach allows researchers to go beyond the limitations of purely quantitative methods, gaining a deeper understanding of consumer behavior in phygital environments. The framework is organized into four meticulously designed pillars, each focusing on specific aspects of research and using distinct data collection and analysis approaches. Findings The systematic framework facilitates exploration of various dimensions of consumer experiences in phygital settings through qualitative research techniques. Uncovering the richness of contextual factors, subjective meanings, consumer experiences and social interactions within the phygital environment yields meaningful insights into consumer decision-making and preferences. These insights help marketers craft better phygital marketing strategies. Originality/value This interpretivist framework presents a unique approach for researchers hoping to investigate consumer behavior in phygital environments. It offers deep insights and understanding of this largely unexplored space, contributing to the evolving body of knowledge in phygital studies.

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“…Estas redes ampliaron el abanico de temas de la agenda pública, incluido el llamamiento a la concienciación sobre el clima. A partir de ahí, la red de microblogging ha atraído a usuarios que difunden más contenidos sociales (Draege, 2022;Yao, 2022), que son más sensibles a abordar y denunciar problemas sociales y que están más concienciados con la necesidad del cambio climático.…”

Section: Estado De La Cuestión Y Contextounclassified

“Burbuja de la melancolía”. Peligros emocionales de las redes sociales

Castillo

2023

revHUMAN

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Las redes sociales pueden promover una estigmatización, cuando las usuarias comparten sus ideas, opiniones, manifestaciones y cuerpos. El estigma crea una “burbuja de la melancolía”, concepto original de esta propuesta: consumen publicaciones con problemas similares, no denuncian el odio, no piden ayuda y no perciben los peligros de las redes. Los algoritmos no ayudan y sugieren contenidos negativos y pesimistas, que las mantienen en una esfera de tristeza. Este artículo realiza una exploración deontológica de las normas comunitarias de las redes sociales Facebook, YouTube, Instagram y TikTok, para saber si se contempla este problema y de ser así, cómo se combate.

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Communication during pandemic: who should tweet about COVID and how?

Cited by 7 publications

References 56 publications

Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis

Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis

Understanding consumer behavior in phygital environments: an interpretivist methodological framework

“Burbuja de la melancolía”. Peligros emocionales de las redes sociales

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