The influence of content marketing on customer brand engagement towards online herbal cosmetic store in Thailand

The growing of health and beauty industries plays important roles in national economic development. Thailand is one of the largest herbal markets. Many Thai entrepreneurs pay attention to produce Thai herbal cosmetic to serve online marketing. This channel has selected from small and medium enterprises to access their target groups.Among fierce competitions,Customer Brand Engagement is an essential strategy which SMEs should highlight due to it can help increasing the amount of customer online purchasing.Content Marketing is one of techniques to build customer brand engagement, but still lack of empirical investigation.Hence, to narrow this gap, this paper aims to study background of knowledge about the influence of the content marketing on customer brand engagement towards online herbal cosmetic store in Thailand. This study focused on analyzing documentary research and review literature. The result of this paper will provide foundational insights and extend knowledge about customer brand engagement and content marketing which may be used to guide future study.In addition, it leads to the enhanced willingness of customers that in turn increase online purchasing and revenues of SMEs firms

Internet marketing and customer loyalty: Perfect Diary, as an example

Customer loyalty is an eternal topic for companies to improve marketing performance. With the development of the Internet and the application of e-commerce, more and more companies have begun to conduct online marketing. China's cosmetics market is rising day by day, and major brands have also joined the Internet market war. In the era of network economy, the key to competition is no longer to own products, but to own customers. Market competition is essentially a competition for customer resources. Owning customers means owning the market, and losing customers means that the company's property has lost value. Therefore, taking the customer as the center, continuously satisfying customer needs and creating value for customers, establishing and maintaining a long-term and good cooperative relationship with customers, winning customer trust, forming and expanding the company's customer base, and enhancing customer loyalty become The key to the success of online marketing. In-depth research on this issue will help companies grasp the key points of network marketing strategy implementation when implementing network marketing strategies to improve their core competitiveness. This paper summarizes a large number of relevant domestic and foreign literatures through study, combined with the analysis of the factors affecting online customer loyalty, and analyzes the results of the questionnaire, and proposes specific strategies to improve online customer loyalty.A fidelidade do cliente é um tema eterno para as empresas melhorarem o desempenho de marketing. Com o desenvolvimento da Internet e a aplicação do e-commerce, mais e mais empresas começaram a realizar marketing online. O mercado de cosméticos da China está crescendo dia a dia, e grandes marcas também aderiram à guerra do mercado da Internet. Na era da economia de rede, a chave para a competição não é mais possuir produtos, mas sim clientes. A competição de mercado é essencialmente uma competição por recursos de clientes. Possuir clientes significa possuir o mercado, e perder clientes significa que a propriedade da empresa perdeu valor. Portanto, tendo o cliente como o centro, satisfazendo continuamente as necessidades do cliente e criando valor para os clientes, estabelecendo e mantendo um bom relacionamento cooperativo de longo prazo com os clientes, ganhando a confiança do cliente, formando e expandindo a base de clientes da empresa e aumentando a fidelidade do cliente torna-se A chave para o sucesso do marketing online. A pesquisa aprofundada sobre este assunto ajudará as empresas a compreender os pontos-chave da implementação da estratégia de marketing de rede ao implementar estratégias de marketing de rede para melhorar sua competitividade central. Este artigo resume um grande número de literaturas nacionais e estrangeiras relevantes por meio de estudo, combinado com a análise dos fatores que afetam a fidelidade do cliente online, analisa os resultados do questionário e propõe estratégias específicas para melhorar a fidelidade do cliente online

Multichannel Retailing in Beauty Product: Understanding Customer Purchase Decisions between Offline Stores, Websites, and Augmented Reality

Augmented Reality (AR) has gained attention for online retailers as it offers customers higher telepresence and provides a unique customer experience. Using the case of Sephora Virtual Artist, this research aims to understand how AR channels affect customer purchase decisions compared to other channels, particularly in beauty products. Sephora used AR through Sephora Virtual Artist to advance its other customer channels, and we compared it with its traditional websites and offline stores. A survey was conducted on 200 female respondents in Indonesia. This study used partial least squares (PLS) to find that product information and telepresence on AR can positively affect customer purchase decisions. Surprisingly, no significant difference in purchase decisions compared to two other purchase channels, i.e., traditional websites and offline stores. This study highlights that female customer tend to focus more on the products they want to purchase rather than the technology and channel of buying

A netnography study to uncover the underlying dimensions of customer experience with resort brands

The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. This study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience. The netnography method is utilized to validate a priori concepts that have been identified in the literature within the context of resort-hotel brands in a Sharm El Sheikh resort in Egypt. The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and sense of beauty which are consistent with major studies on experience

Exploring the benefits of digital-Native e-tailers expanding their presence offline

Digital-native brands are currently expanding offline to brick-and-mortar. The purpose of the Work Project is to explore how the expansion from online to offline is managed, understanding the business strategies under this trajectory and the benefits that come with it. Thus, the present report provides a multi-case analysis of three brands–each one representing a key business model adopted by the digital-first brands, namely Direct-to-Consumer, E-commerce Platforms, and Collaborative Consumption Platforms. The main research insights are presented in two segments: firstly, the benefits of expanding offline according to each business model; and, secondly, general benefits covering the three models

Instagram influencers: the role of opinion leadership in consumers’ purchase behavior

Instagram has gained momentum in influencer marketing for cosmetic products. This study aims to examine the antecedents of social media opinion leadership and its effects on consumers’ actual purchase behavior. The results based on a sample of 223 followers reveal that originality, quality, and quantity are essential elements leading a user to be perceived as an opinion leader. Besides, opinion leadership impacts consumers’ purchase intention, actual purchase behavior, and purchase loyalty. These findings deepen our understanding of the effects of opinion leadership on consumers’ purchase decisions. Moreover, the findings have beneficial implications for developing effective social media marketing communication strategies

Do Relationship Building Websites Pay Off? An Investigation Of The Role Of Relational Benefits And Costs Within An FMCG Context

The paper examines whether investments on the development of websites dedicated to broadening the customer-company relationship is a viable strategy. Relational benefits and the, somewhat neglected, relational costs are used as predictors of relational outcomes such as increase at the website loyalty, positive word-of-mouth towards the website, and intentions to increase purchases of company’s products. Results from visitors of a relationship building website developed and sponsored by Procter & Gamble, provide evidence in support of such strategic initiatives for both broadening and strengthening customer-company relationships

The future of online fashion retail: a case study of Zalando SE

The pedagogical case study at hand pivots on Zalando SE, a German online retailer for fashion and accessories, that put innovation and user experience at the core of its business values. In pursuit of European market leadership, Zalando looks at improving the customers’ digital experience through implementing technological features of the next generation. Qualitative and quantitative analyses, which included the online fashion retail market and Zalando’s business performance, were applied in order to gain a holistic understanding of the European e-commerce industry. In a second step, industry trends and critical success factors were analysed and ranked. To answer the guiding question of this case study (How can Zalando SE leverage on its strong market position and technological progress in order to become Europe’s number one online fashion retailer?), future trends and critical success factors are paired with Zalando’s strengths, core values and business model. The case resolution shows that the online retail market is undergoing a shift from a sector where offerings are decided by its merchants to one with offerings dictated by consumers. The tech-savvy e-commerce consumers demand to play an active role in building the consumer-brand-relationship. For consumers, Zalando should become the go-to stylist offering sophisticated fashion products and services through its digital as well as physical channels. For partners and suppliers, Zalando should develop into the go-to advisor for online retail by providing a holistic spectrum of services, such as marketing, logistics and, business development. With this two-track approach, long-term sustainable competitive advantage can be achieved.Este caso pedagógico trata a Zalando SE, um retalhista online de moda, alemão. Esta empresa tem uma visão muito aplicada na inovação e na conveniência para o utilizador, os seus principais valores de negócio. Com vista à liderança, a empresa procura melhorar a experiência digital dos seus clientes. Análises qualitativas e quantitativas foram adotadas de forma a obter uma compreensão holística da indústria Europeia de comércio de moda online, bem como do histórico de negócio e desempenho da Zalando. Numa segunda etapa, tendências do setor e fatores chave de sucesso foram analisados e classificados, sendo alinhados com os pontos fortes da empresa e respetivo modelo de negócio de modo a responder à questão principal deste caso (Como pode a Zalando SE alavancar o seu posicionamento de mercado e progresso tecnológico de forma a tornar-se o retalhista de moda online número um da Europa?). O caso demonstra que o mercado de moda online passa por uma profunda alteração, evoluindo de um setor cuja oferta é determinada pelos retalhistas, para um novo paradigma onde a oferta é ditada pelos consumidores. A Zalando precisa compreender que o futuro e-consumidor deseja desempenhar um papel ativo na relação com as marcas que segue. Para os consumidores, a Zalando deverá tornar-se um ávido consultor no que toca ao retalho online, que oferece um conjunto holístico de serviços, entre os quais o marketing, logística, desenvolvimento do negócio. Assim, e com esta abordagem de duas vias, a vantagem competitiva, sustentável, e a longo prazo poderá, efetivamente, ser alcançada

The Consumer Psychology of Brands and Experiences in the Changing Retail Landscape

The dissertation examines the relationships between brand experiences and retail settings from a consumer\u2019s viewpoint. It seeks to investigate to what extent integrated experiences between brand manufacturers and retailers are needed and which degree of integrated experiences, retail environments, and multiple touch points of the brand or a lack thereof actually improves or deteriorates consumer buying intentions. The dissertation adopts qualitative and quantitative method