• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.2
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• pp.17-29
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• 2023

The digital environment, which has been rapidly developing since the beginning of the 21^st century, has become more specific due to COVID-19, and marketing strategies are rapidly changing to suit purchasing activities of Generation MZ, whose online purchases are becoming the center of their lives. A public relations agency is generally responsible for all aspects of making a client's product or service visible to the public through various forms of media. Among them, a company that performs only fashion-related tasks is called a "fashion PR agency". Now, the fashion industry is also centered on the e-commerce environment, and various digital marketing strategies have been developed and directly related to sales. This study examined the current status of online media and digital marketing, analyzes the aspects of fashion brand promotion strategies and methods in the e-commerce era, focusing on the work of fashion PR agencies, and suggests the direction of new online and offline promotion methods based on marketing and technological aspects. As a result of the study, first, theories on strategies for online media and digital marketing were examined, and found that the amount of online promotion has recently increased and become more specialized. Second, this study examines the concept of fashion PR agencies and analyzed their main tasks through interviews with fashion PR professionals. Third, based on successful online fashion promotion cases, the study analyzed fashion promotion strategies and methods that are being integrated online and offline in the e-commerce era. The main methods included SNS strategy, content strategy, performance strategy, influencer strategy, and event strategy, and it is suggested that integrated management is necessary for consistent brand image management, and an IMC (Integrated Marketing Communication) strategy, which intensively manages all strategies, should be employed.

• The Research Journal of the Costume Culture
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• v.30 no.4
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• pp.548-562
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• 2022

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions were drawn by collecting data online and performing statistical analysis. Firstly, the period of use was 2 - 4 years, and 95.1% of people used it for 2 - 3 hours a day, and 95.1% of the people had a purchasing experience on TikTok. Secondly, the most people were interested in self creating and editing videos in TikTok. With regards to TikTok content, groups aged 30 are significantly more interested in fashion coordination suggestions and influencer' recommendations than groups aged 20. Thirdly, this study found that the characteristics of TikTok fashion advertisements significantly influenced purchase intention. Among the characteristics of fashion advertisements, this study conclude that the "fashion entertainment" characteristic factor that fashion advertisements are fun and entertaining was the most influential variable on purchase intention, followed by useful information, reliability, and interactivity related to fashion. Fourthly, the types of preferred TikTok fashion advertising had a statistically significant effect on product purchase intention. The influential types of preferred advertising are top view, live advertisement, hashtag challenge, in-feed ads, and sticker ads.

• Journal of the Korea Convergence Society
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• v.12 no.12
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• pp.213-222
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• 2021

This study tried to identify the factors influencing the visual factors of fashion virtual influencers(FVI), on follower behavioral intention and addiction. As the number of fans of FVI is increasing these years, and the addiction phenomenon of social platforms is also increasing, researchers thought that a study to confirm the behavioral intention of fans and the path to addiction through the visual factors of FVI would be necessary. According to the research results, it was confirmed that among the visual factors of FVI, attractiveness affects authenticity through expertise. In addition, researchers confirmed that authenticity influences flow through relationship maintenance of behavioral intention, and authenticity influences addiction through flow. Thus, researchers verified the path leading to FVI's visual factors to behavioral intention and addiction, such as visual factors and authenticity, authenticity and behavioral intention, and behavioral intention and addiction. Researchers hope to conduct research with various content types of FVI, other social platforms.

• Fashion & Textile Research Journal
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• v.25 no.1
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• pp.104-112
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• 2023

This study attempted to investigate the characteristics of beauty influencers' social media contents and examine their influence on color cosmetics purchase intention. For this, female millennials who have shown an interest or subscribed beauty contents on social media platforms as followers were selected by convenience sampling. In terms of a research method, a self-administered questionnaire was performed from September 19 to 30, 2022. Among a total of 220 questionnaires distributed, 200 copies excluding poorly answered ones were used for final analysis. The collected data were analyzed by frequency analysis, descriptive statistics, factor analysis, reliability analysis, correlation analysis and multiple regression analysis, using SPSS 24.0, and the results found the followings: First, concerning characteristics of beauty influencers' beauty contents, five factors were derived: reliability, professionalism, social attractiveness, attractive appearance, sympathy In purchase intention, on the contrary, two factors were obtained: base makeup, point makeup. Second, regarding the effects of characteristics of beauty contents on color cosmetics purchase intention, 'professionalism (β = -.170 p = .015)' and 'physical attractiveness (β = -.148, p = .037)' revealed a negative influence with statistical significance. Through the result, by demonstrating the effect on the intention to purchase color cosmetics based on the beauty contents feature of the beauty influencer, it is considered that the purchasing power of the color cosmetics industry will continue to increase and help to suggest more effective color cosmetics promotion ways and indicators which companies can utilize.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.997-1007
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• 2021

The last decade has seen the emergence of the idea of "sharing economy" as people are more aware of environmental issues. Although clothing businesses applying the model of sharing consumption have emerged recently, less research effort has been invested in this topic, especially in investigating young consumers' intention. The purpose of this study is to investigate factors driving Generation Z consumers' behavioral intention toward online fashion rental. In this research, a conceptual framework is proposed based on the Theory of Planned Behavior and Technology Acceptance Model. To test the research model and hypotheses, a survey of 375 students and pupils was conducted in Vietnam. All the scales' reliability and validity were assessed through Cronbach's Alpha and confirmatory factor analysis. Structural equation modeling was used to assess the relationship among constructs. The study results showed that attitude toward behavior, subjective norm and perceived behavioral control were positive contributors to Gen Z's intention to use online fashion rental. Besides, the positive relationships between attitude and two other factors - perceived usefulness and perceived ease of use - were also highlighted. Moreover, the findings provided empirical evidence for supporting the positive impact of interpersonal influence, e-WOM, and influencer e-marketing on subjective norm.

• Journal of the Korean Applied Science and Technology
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• v.38 no.4
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• pp.1093-1106
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• 2021

This study attempted to investigate the influence of a beauty influencer's characteristics on makeup behavior and color cosmetics purchase intention against young female consumers in their 20-30s, who are a primary target for beauty influencer marketing. It aimed to provide basic data which are helpful in promoting marketing and expanding markets for color cosmetics through beauty influencers. For this, a questionnaire survey was conducted. Among a total of 563 questionnaires distributed across Seoul and capital region, 531 copies were used for final analysis, and the results found the followings: In terms of age, factors affecting beauty influencers' characteristics differed depending on reliability and expertise. Specifically, reliability and communicative competence had a positive effect(+) on all makeup behavior while expertise revealed a positive influence on base makeup only. In color cosmetics purchase intention, a positive effect was observed in reliability, communicative competence and attractiveness. In particular, reliability showed the largest influence. Therefore, there should be continued efforts to maintain a long-term relationship with consumers through communication based on beauty influencers' characteristics and by delivering more diverse makeup and color cosmetics-related information in an open and honest fashion.

• Journal of the Korea Convergence Society
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• v.12 no.2
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• pp.163-171
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• 2021

The purpose of this study is to examine the current operation condition of fashion start-up companies and the characteristics of their founders in Fashion Creative Studio that is one of government programs supporting fashion start-up of rising fashion designer's brands in Korea and one of supporting facilities. For this purpose, this study surveyed 32 fashion start-up companies founders in Busan Fashion Creative Studio and analyzed the data based on the survey. The results are as follows. First of all, 82% of the founders have experience to start their business in 20s and 60% of founders with not more than 3 to 5 years of work experience related to fashion challenge to start a business. Secondly, major distribution channels of the fashion start-up companies are mainly on-line open-market consisting of 36% and SNS is up to 80% as the main promotion method. In addition, exports to China account for 71% of all exports. Lastly, 33% of businesses consider viral marketing by influencer and 50% of them make plan to export their items to East Asia. It is of research significance that this study can suggest the successful direction of establishing and operating fashion start-up companies through making good use of Fashion Creative Studio, the supporting program including facility.

• Journal of Information Technology Services
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• v.18 no.5
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• pp.1-16
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• 2019

This work tries to empirically validate the effect of influencers' product-usage videos upon brand attitude and purchase intention of consumers. More specifically, we choose 3 attributes of product-usage videos of influencers such as expertise, trustworthiness, and attractiveness from our literature review. We collect 200 survey questionnaires in 2019 using Google survey forms from subjects who have watched influencers' usage videos of fashion items. Our results suggest that expertise and trustworthiness of influencers' videos positively affect brand attitude of consumers, which in turn positively influence their purchase intention. However, we have not found significant effect of attractiveness of the videos upon brand attitude. We also confirm that brand attitude positively affect purchase intention as proposed in the literature. The practical implications of this work is that firms should focus and strengthen expertise and trustworthiness of videos rather than attractiveness in order to enhance purchase intention of consumers and eventually lead to their purchase behavior.

• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.719-730
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• 2022

This study explored the impact of beauty influencers' characteristics and product characteristics on new product acceptance intentions and studied the mediating effects of consumer trust in this process. A survey was conducted from February 22, 2021, to February 28, 2021, with Gen Y and Gen Z women in China, and 379 questionnaires were analyzed. The conclusions are as follows: First, the characteristics of beauty influencers are authenticity and expertise, similarity, attractiveness, interactivity, familiarity, and trustworthiness; product characteristics are cost, image, product quality, product perception, sales promotion, and sustainability. Second, partial beauty influencers' characteristics and partial product characteristics have a positive impact on consumer confidence and acceptance intention of the new product. Third, the mediating effect of consumer trust in the process by which beauty influencers' characteristics and product characteristics influence the intention of new product acceptance was determined. Therefore, when beauty companies use influencers in marketing, it is necessary to understand their characteristics, consider their professionality and authenticity, examine their reliability, and assess their ability to form connections with images and viewers that match their products. Additionally, to increase the acceptance intention of new products, companies should present the price of high-quality products, product sensibilities, and corporate images of products and establish measures that can positively affect consumers' acceptance intention of new products by combining them with the characteristics of beauty influencers.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.873-890
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• 2023

This study analyzed users' emotional responses to VI character design through YouTube comments. The researchers applied text-mining to analyze 116,375 comments, focusing on terms related to character design and characteristics of VI. Using the BERT model in sentiment analysis, we classified comments into extremely negative, negative, neutral, positive, or extremely positive sentiments. Next, we conducted a co-occurrence frequency analysis on comments with extremely negative and extremely positive responses to examine the semantic relationships between character design and emotional characteristic terms. We also performed a content analysis of comments about Miquela and Shudu to analyze the perception differences regarding the two character designs. The results indicate that form elements (e.g., voice, face, and skin) and behavioral elements (e.g., speaking, interviewing, and reacting) are vital in eliciting users' emotional responses. Notably, in the negative responses, users focused on the humanization aspect of voice and the authenticity aspect of behavior in speaking, interviewing, and reacting. Furthermore, we found differences in the character design elements and characteristics that users expect based on the VI's field of activity. As a result, this study suggests applications to character design to accommodate these variations.