How social media shapes the fashion industry: The spillover effects between private labels and national brands

Hsiao, Shih-Hui; Wang, Yen-Yao; Wang, Tawei; Kao, Ta-Wei

doi:10.1016/j.indmarman.2019.02.022

Cited by 56 publications

(36 citation statements)

References 57 publications

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“…For example, Agnihotri et al (2016) investigated how the implementation of social media by B2B salesperson affects consumer satisfaction. Salesperson's social media use is defined as a "salesperson's utilization and integration of social media technology to Agnihotri et al 2016;Ancillai et al 2019;Rossmann and Stei 2015;Agnihotri et al 2012;Agnihotri et al 2017;Itani et al 2017;Salo 2017;Bhattacharjya and Ellison 2015;Gáti et al 2018;Gruner and Power 2018;Hollebeek 2019;Iankova et al 2018;Jussila et al 2011;Kho 2008;Niedermeier et al 2016;Ogilvie et al 2018;Hsiao et al 2020;Mahrous 2013;Kärkkäinen et al 2011;Meire et al 2017;Moncrief et al 2015;Rodriguez et al 2012;Pitt et al 2018;Pitt et al 2017;Sivarajah et al 2019 Adoption of social media Buratti et al 2018;Gáti et al 2018;Gazal et al 2016;Itani et al 2017;Kumar and Möller 2018;Lacka and Chong 2016;Lashgari et al 2018;Michaelidou et al 2011;Müller et al 2018;Nunan et al 2018;Pascucci et al 2018;Rossmann and Stei 2015;Shaltoni 2017;Siamagka et al 2015;…”

Section: Customer Satisfactionmentioning

confidence: 99%

“…Another group of studies investigated the effect of social media on the level of sales and consumer purchase intention (Ancillai et al 2019;Itani et al 2017;Salo 2017;Hsiao et al 2020;Mahrous 2013). For example, Itani et al (2017) used the theory of reasoned actions to develop a model that tests the factors affecting the use of social media by salesperson and its impact.…”

Section: Intention To Buy and Salesmentioning

confidence: 99%

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Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review

et al. 2021

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Social media plays an important part in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by business-to-business (B2B) companies. The current study focuses on the number of aspects of social media such as the effect of social media, social media tools, social media use, adoption of social media use and its barriers, social media strategies, and measuring the effectiveness of use of social media. This research provides a valuable synthesis of the relevant literature on social media in B2B context by analysing, performing weight analysis and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both, academic and practitioners.

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Section: Customer Satisfactionmentioning

confidence: 99%

Section: Intention To Buy and Salesmentioning

confidence: 99%

Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review

et al. 2021

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“…Building on the ideological and technological foundations of Web 2.0 (Kaplan and Haenlein, 2010), SMS allow for reciprocal communication and thus are often referred to as "the technological component of […] relationship building" [Andzulis et al (2012), p. 308]. Recognising the value of SMS, B2B firms increasingly adopt and use those communication tools to support brand relationship strategies (Rapp et al, 2013, Andersson and Wikström, 2017, Murphy and Sashi, 2018, Nunan et al, 2018, Guha et al, 2018, Hsiao et al, 2019 Online communication tools enable brands to extend their physical presence to virtual presence (Lowry et al, 2006). Physical presence is defined as the perception of intimacy or being close, while virtual presence refers to the perception of being present despite physical separation (Ou et al, 2014, Chong et al, 2018.…”

Section: Conceptual Framework and Hypotheses Developmentmentioning

confidence: 99%

“Just be there”

Karampela

Lacka²,

McLean

2020

EJM

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Purpose In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality). Design/methodology/approach Data from an online survey (N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling. Findings The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed. Research limitations/implications The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength. Practical implications This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively. Originality/value This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.

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“…This has led to suggestions that private label promotions make little sense since they are relatively ineffective in stealing share from national brands. By [33], the presence of large national brands has a positive spillover effect on the popularity of private labels in fashion social media and ultimately influences sales of private label products. The results add to our understanding of the impact of Business-to-Business (B2B) social media marketing on brand competition in the fashion industry.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Comparative Analysis of Private Labels—Private Labels from the Point of View of a Millennial Customer in Slovakia, Czech Republic and Hungary

et al. 2020

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The present paper is focused on the issues of private labels, their establishment, perception and preference by selected groups of respondents, namely consumers under the age of 25 and also inhabitants of selected V4 countries (Slovakia, Hungary and Czech Republic). An anonymous questionnaire survey was chosen as the main research method. A total of 3038 respondents aged under 25 participated—1064 respondents were from Slovakia, 973 from Hungary and 1001 from Czech Republic. This research method was subsequently supplemented with selected statistical methods evaluated in the XL Stat statistical program, SAS Enterprise Guide 7.1 and SAS 9.4, where hypotheses were examined by Pearson’s Chi-Square Test, Mantel–Haenszel Chi-square test, Cramer’s V contingency coefficient, Pearson’s correlation coefficient, Friedman’s test, Kruskal–Wallis test, Correspondence analysis and Phi Coefficient. The results of the survey can be perceived more than positively as most of the respondents declared that they knew the concept of private labels; more than 80% of respondents buy them either regularly or sporadically; just over 32% of respondents explicitly prefer them in their purchases and in terms of the perception of the quality, almost 75% of respondents think the quality of private label products is comparable to that of traditional brands.

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How social media shapes the fashion industry: The spillover effects between private labels and national brands

Cited by 56 publications

References 57 publications

Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review

Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review

“Just be there”

Comparative Analysis of Private Labels—Private Labels from the Point of View of a Millennial Customer in Slovakia, Czech Republic and Hungary

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