SL YEA COUNT

AUTHOR
NO R RY

1 Siti Dewi Aisyah, Mutlu Binark 2016 Indonesia

2 Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J 2014 India

Nur Syakirah Ahmada*, Rosidah Musab, Mior

3 2016
Harris Mior Harunb

4 Zhan Wang a,⁎& Hyun Gon Kim 2017

M. Nick Hajli
5 2013

6 Dr. M. Saravanakumar 1, Dr.T.SuganthaLakshmi 2012

7 Suppawong Tuarob, Conrad S. Tucker 2013

8 Romão, M. T., Moro, S., Rita, P., & Ramos, P. 2019 Leveraging a luxury fashion brand throu
 9 Ananda, A. S., García, Á. H., & Lamberti, L. 2017

10 Brian Hracs-Doreen Jakob-Atle Hauge 2013

11 Arch Woodside-Eunju Ko 2013

12 Arch G. Woodside and Eunju Ko 2013

13 Ms. Avani Agrawal#1, Ms. Priyanka Nair* 2016 India

Miebaka,
14 David Grend; Nwiepe, Naata Michael;Kpunee, Henry
2017
NeekaConsumer Behavioural Pattern and Patronage o

Ananda,
15 Artha S. & Hernández-García, Ángel & Lamberti,2015
Lucio
Social Media Marketing Strategy – A Case Study of a

16 Kim, H. Y., & Kwon, Y. J. 2016 Blurring production-consumption boundaries: M

17 Melissa Clark-Joanna Melancon 2013

18 Mahmoud Mohammadian[a]; Marjan Mohammadreza2012 Identify the Success Factors of Social Media (

19 Suresh Sood-Hugh Pattinson 2012

 20 Elaine Ritch-Carol Brennan-Calum Macleod 2009

21
Nele Hansen-Ann-Kristin Kupfer-Thorsten Hennig-Thurau
2018

22Philipp Rauschnabel-Nadine Kammerlander-Björn Ivens 2016

23 Angella Kim-Eunju Ko 2012

24 Collins Marfo Agyeman; Dr. Devaraj Badugu 2017

Nina
25 Michaelidou-Nikoletta Siamagka-George
Usage, Barriers
Christodoulides
and2011
Measurement of Social Media Marketing: An Explorat

26Muhamad Deni Johansyah; Bab Foster; Abdul Talib Bon

2019The Influence of Online Marketing against Interes

27 Daria Zimikhina Promotion of a Fashion Startup Throug

28
Kevin Trainor-James Andzulis-Adam Rapp-Raj Agnihotri
2014

29 Michael W. Lever; Michael S. Mulvey; Statia Elliot2017

30 Choirina Adhaditya
 Yan Qinqin*
31 Bangkok, Thailand
Asst. Prof. Dr. Leela Tiangsoongnern**

32 Yu-Qian Zhu-Houn-Gee Chen 2015

33 Efthymios Constantinides-Carlota Romero-Miguel Boria 2008

34 Ruchita Pangriya-Rupesh Kumar 2016

Savanid
35 (Nui) Vatanasakdakul; Chadi Aoun; Yuniarti Hidayah Suyoso
2019
PutraThailand

36 Dr. Veena R. Humbe 2012

37 Sarah M. Asio and Sasan T. Khorasani 2015

38 Mohsin Shafi-Md Sarker-Liu Junrong 2019

Hao39Jiang-Aakash Sabharwal-Adam Henderson-Diane Hu-Liangjie

2019
Hong

40 Sara Fraccastoro-Mika Gabrielsson 2018

41 L. G. Pee 2016 Negative Online Consumer Reviews: Can the I

42 Christy M.K. Cheung, Matthew K.O. Lee† 2008

43 Geng Cui, Hon-Kwong Lui, and Xiaoning Guo 2012 The Effect of Online Consumer Reviews on
 TITLE JOURNAL NAME

The role of social media for the movement of modest International Journal of Business
fashion in Indonesia and Social Science

Procedia - Social and Behavioral

Sciences
The Impact of Social Media Marketing Medium
Toward Purchase

Intention and Brand Loyalty Among Generation Y Procedia - Economics and Finance

Can Social Media Marketing Improve Customer

Relationship Capabilities and Firm Performance? Journal of Interactive Marketing
Dynamic Capability Perspective

A study of the impact of social media In te rn a t io n a l J o u rn a l o f

on consumers M a rk e t Research

Social Media Marketing Life Science Journal

FAD OR HERE TO STAY: PREDICTING

PRODUCT MARKET ADOPTION AND
Volume 2B: 33rd Computers and Information in Engineering
LONGEVITY USING LARGE SCALE, SOCIAL
MEDIA DATA

Leveraging a luxury fashion brand throughEuropean

social media
Research on Management and Business Economics
 SME fashion brands and social media marketing:
International Journal of Web Based Communities
From strategies to actions

Standing out in the crowd: The rise of exclusivity-

based strategies to compete
Environment and Planning A: Economy and Space
in the contemporary marketplace for music and
fashion

LUXURY FASHION THEORY,

CULTURE, AND
Advances
BRAND in Culture, Tourism and Hospitality Research Luxury Fashion and Culture
MARKETING STRATEGY

THE ROLE OF SOCIAL MEDIA IN BUILDING

AWARENESS OF Advances in Culture, Tourism and Hospitality Research
RESPONSIBLE CONSUMPTION

OCIAL MEDIA MARKETING ON KHADI

International
INDUSTRY Journal
IN for
INDIA:
Innovations
SEARCH in Engineering
FOR A HAPPIER
Management
TIME and Technology

Consumer Behavioural Pattern and PatronageIIARD

of Made
International
in Nigeria Journal
Bags of Economics and Business Management

ial Media Marketing Strategy – A Case Study of an Italian SME Fashion Brand

Blurring production-consumption boundaries: Making my own luxury bag

The Influence of Social Media Investment on

Relational Outcomes: International Journal of Marketing Studies
A Relationship Marketing Perspective

Identify the Success Factors of Social Media (Marketing Perspective)

International Business and Management

21st Century applicability of the interaction model:

Does pervasiveness of social media in B2B
Journal of Customer Behaviour
marketing increase business dependency on the
interaction model
 Plastic bag politics: modifying consumer behaviour
for International Journal of Consumer Studies
sustainable development

Brand crises in the digital age: The short- and long-

term effects International Journal of Research in Marketing
of social media firestorms on consumers and brands
COLLABORATIVE BRAND ATTACKS IN
SOCIAL MEDIA:
EXPLORING THE ANTECEDENTS,
Journal of Marketing Theory and Practice
CHARACTERISTICS, AND
CONSEQUENCES OF A NEW FORM OF BRAND
CRISES
Do social media marketing activities enhance
customer equity? An empirical study of Journal of Business Research
luxury fashion brand

Purchasing Intentions of Eco-Friendly Bags; An

Examination into Consumers'
International Journal in Management and Social Science
Susceptibility to Social Influences as a Mediating
Variable

urement of Social Media Marketing: An Exploratory Investigation

Industrial
of SmallMarketing
and Medium
Management
B2B Brands

The Influence of Online Marketing

Proceedings
against Interest
of theinInternational
Buying SMEs Conference
Products on Industrial Engineering and Operations Manag

Promotion of a Fashion Startup Through Social Media

Social media technology usage and customer

relationship performance: A Journal of Business Research
capabilities-based examination of social CRM

From Hashtags to Shopping Bags: Measuring the Travel and Tourism Research
Rise of eWOM through Social Media and its Association: Advancing Tourism
Impact on Travelers’ Shopping Patterns Research Globally

STRATEGY ANALYSIS USING THE FIVE

FORCES AND
SWOT METHODS TOWARDS HANDMADE
The Third International Conference on Entrepreneurship
PRODUCTS OF
CAD
 FACTORS AFFECTING THE PURCHASING BEHAVIOR OF
CHINESE TOURISTS AT THE NARAYA SHOPS IN BANGKOK

Social media and human need satisfaction:

Business Horizons
Implications for social media marketing

Social Media: A New Frontier for Retailers? European Retail Research

Factors Affecting the Performance of Private Label

Brands in Indian Online Asian Journal of Management
Market: an Assessment of Reliability and Validity

Connecting the Dots through Social Media: A

Twenty-fifth Americas Conference on Information Systems
Lifeline for Micro Enterprises

Role of Social Media in Marketing of Handloom

International Journal of Science and Research
Products

Social Media: A Platform for

Proceedings
Innovationof the 2015 Industrial and Systems Engineering Research Conference

Social Network of Small Creative

Firms and Its Effects on Innovation in SAGE Open
Developing Countries

Understanding the Role Proceedings

of Style in E-commerce
of the 25thShopping
ACM SIGKDD International Conference on Knowledge Discovery & Data M

Effects of Social Media Usage on the

Speed of International Growth
Proceedings
of an of the 51st Hawaii International Conference on System Sciences
International New Venture

Negative Online Consumer Reviews: Can the Impact be Mitigated? Journal of Market Research
 Online Consumer Reviews:
Proceedings of the Fourteenth Americas Conference on Information Systems
Does Negative Electronic Word-of-Mouth Hurt More?

The Effect of Online Consumer Reviews on New ProductInternational

Sales Journal of Electronic Commerce
 DEPENDANT INDEPENDANT
VARIABLES VARIABLES

Instagram, Blogs,
Awareness
Consumer Culture

EWOM,
Purchase Intention & online communities and
Brand Loyalty online advertisement

Content marketing, time on

site, repeat visitors, social
Brand Health
likes, subscriptions and
bounce rates.

Social Customer
Customer Engagement & Business Performance
Relationship

Social interaction of
Social Commerce consumers, trust and
buying intentions

Blogging, Twitter & Micro

Blogging, Facebook &
Promotion, Crowd
Social Media Marketing
Gathering, Check Ins,
Social Shopping, Review
Sites, Forums.

Product competition and Product Adoption

Social Media Sentiment

Brandsocial
Visibility
networks,
on Instagram
product characteristics and visibility in external media
 Brand Awareness Content Analysis

d for uniqueness,
Exclusiveenrolling
goods andconsumers
services into the production and promotion process, and manipulating physical and virtual spac

conspicuous consumption Marketing designs, Price

Responsible Consumption
Social Media Awareness Strategies

Growth and Promotion Social Media Strategies

Consumer
Customer
Behaviour
Patronage,
Pattern
Purchase Intention, Purchase Action, Repeat Purchase

Sales and Promotion

Company Image, Value Content Delivery

Emergence and Sale Customization

Social Relationship
Relationship Quality,
MarketingLoyalty, Positive WOM, Customer Satisfaction.

sales, profitability and

security, attractive content,
strengthening their
reputation, interaction and
brand
communication
name

ervice Exchange,
IMP Interaction
Information
Model
Exchange, Financial Exchange, Social Exchange, Co-operation, Adaptations.
 Consumer Behaviour
Consumer policy and public policy

Brand Perception Social Media Firestorms

perceived
unethical behavior,
perceived problems in core
Collaborative Social Brand Attacks business,
and perceived unfair or
unprofessional
communication

Entertainment,
Customer Equity,
Interaction,
PurchaseTrendiness,
Intention Customization, Brand Equity, Relationship Equity

consumers’ attitudes
environmental
and purchasing
knowledge,
intentions
environmental concerns, word-of-mouth

SNS Effectiveness SNS Users, SNS Non-Users

Personal
Buying Relevance,
Interest Online Interactivity, Message, and Brand Familiar

Attract New Customers

Content (humor, quality articles, statistics)

ocialCustomer
customercentric
relationship
management
management
system,
(CRM)
Social Media Technology, Social CRM Capabilities

Travelers' Shopping
eWOM (Product
Patternsboasting, opinion forming, trip planning)

Condition of the company,

sales reports,
Marketing Strategy
questionnaires,
surveys
 Purchase Behaviour Demographics, Marketing Mix

Human Needs and

relationship,
Social Media
self-media, collaboration, and creative outlet

Decision the
Making
application
Processtypes, social effects, and enabling technologies.

Brand Performance Motivation, Risk, Store Brand Image

n Information Systems

Creating Awareness and

Social
Increasing
Advertisements,
Sales Monitoring, Feedback, Content

Engineering
ations to theResearch
use of social
Conference
media in organization is lack of structure in informal social media communications which may necessitate ca

Innovation
Cooperation with competitors, designers and suppliers

Style
Text features, Image features, Neural Network Architecture

International Growth Social Media and Online channels

Negative Online ReviewsProduct, Place, Price, Distribution

 Perceived
e-WOM competence, Perceived benevolence, Perceived integrity,

onic Commerce
 STATISTICAL TOOL USED

Regression

Stata

PLS-SEM method

Correlatione, MAPE and MSE of the predictions with

QWS

Two metrics were chosen for

measuring model accuracy: the MAE (Mean Absolute
Error) and
the MAPE (Mean Absolute Percentage Error).
 Qualitative Study

ction and promotion process, and manipulating physical and virtual space

ness Strategies

chi-square test, frequency table

of
Purchase
their consumption
Action, Repeat
or purchase
Purchasebehaviour. This is coupled or tied to their perception about the product. Due to this known f

Content
and people
Delivery
who are interested in the brand, and to be nearer to the younger target market 2. considering the “user-generated

e WOM, Customer Satisfaction.

confi rmatory factor analysis

Exchange, Social Exchange, Co-operation, Adaptations.

d public policy

sed by a social failure instead have no stronger evident impact on brand perceptions or general memory compared to commun

zation, Brand Equity, Relationship Equity

SPSS

Chi-square test

Regression

he
articles,
latest promotions
statistics) – 21%, and 3. The content of the page is entertaining/interesting – 21%. 2. The leader between all conten

, Regression and Correlation

on forming, trip planning)

,
rketing Mix

ation, and creative outlet

, and enabling technologies.

e Brand Image

ring, Feedback, Content

f structure in informal social media communications which may necessitate careful mining of data for useful information. Another lim

designers and suppliers

ural Network Architecture

line channels

, Distribution
nevolence, Perceived integrity,
 SUGGESTIO
MAJOR FINDINGS IN BULLET POINTS
NS

2. Blog Posts is only good for initiating the movement but for taking it forward,
media posts serve the purpose. 2. Instagram can give the brands personal
branding and promote their sales. Regular outfit of the day pictures, fashion tips,
hijab tutorials create awareness on anoher level. 3. Popular culture is a created
culture and designers can create a trend fot their customers. Customers often
imitate what designers wear.
1. The result indicated that the online marketing communications, specifically,
EWOM, online communities and online advertisement are effective in promoting
brand loyalty and product purchase intention through company website and
social media platforms. 2.These finding indicate to marketing managers that
social media
marketing medium has become an important marketing tool to reach emerging
younger generation consumers. 3. It also
indicates that cyber world play an important role in modern marketing, enabling
marketers to reach customers faster and more
efficiently.
Content marketing is a very important element that the company needs to
consider in driving good brand health. Apart from that, effective content
marketing will increase the brand health score as it is the indicator for
maintaining the business long term period.
1. Social CRM capability is significantly related to firm
performance. 2. Social CRM capability is significantly related to customer
engagement. 3. Customer engagement is significantly related to firm
performance. 4.After controlling for customer engagement, the relationship
between
1.The socialshow
results CRM capability
that and firm performance
trust, encouraged is nosignificantly
by social media,
longer significant.
affects intention to buy. When potential consumers are encouraged to trust
in vendors by their peers, and also to trust in the SNS itself, they are more
1. Nearly every charity and University in America is
likely to buy through social networking sites. 2. In addition,
on Facebook. Less than 60% of the fortune 500 are.
perceived usefulness is the other construct of the research that significantly
(Grow) 2. 77% of consumers said they interact with brands
affects intention to buy. When participants experience high levels of system
on facebook primarily through reading posts and
quality or information quality, they are more likely to buy through social
updates from the brands 3. 56% of consumers said they are more likely to
networking sites. Data analysis shows that perceived usefulness has more
recommend a brand to a friend after becoming a fan
influence than trust on intention to buy through social networking sites. 3.
on facebook 4. One in three respondents (33%) said that they
could prioritize social media freedom, device
flexibility and work mobility over salary in accepting
a job offeer 5. 30% of B2B marketers 1. The findings show millions of
are spending
that tweets can be used to predict
dollars annually on social marketing programs, product sales for up to at
least 330%
though nearly months
are notin advance for wellofknown
traking impact social products such as Ap-
ple iPhone
media programs 4, Samsung
on lead generationGalaxy S 4G,6.and
and sales. 34 %Samsung Galaxy
of marketers S
have
II.
generated leads using 2. A high correlation between the results from
the20%
twitter and proposed mathematical
have closed model
deals using and the today’s current inter-
twitter
est rates from end users is observed. 3.

ce on Instagram likes, particularly Facebook, with the number of video views, the positive emoticons, and the number of com
 1.Viral positive eWoM follows brand awareness, with viral promotion
campaigns about the brand and products that have relatively low cost and are
easy to implement compared to traditional media. 2. Social media create and
1. The first boosts customer
involves tappingrelationship,
into the demandincreasing interaction
for unique, rather than mass-
and engagement
produced, withcan
products. This customers and the
be achieved targetcustomization
through market, and it and
is also
the an
use of
adequate way to conduct customer service and support. 3. With a lesser
recycled materials and artisanal forms of ‘handmade’ production. 2. By involving degree of
the customers inconsensus, someprocess,
the production of the brands consider
consumers are that social
willing to pay a premium
media engagement
for the experience of activelyisparticipating
effectively translating into process.
in the creative sales. 3. Our
research reveals that indie producers cultivate exclusivity by restricting and
1. The
granting impact
access of price and
to physical on choice
virtualisspaces
modest and indicates
including secretan inverse
music venues,
curvilinear
fashion events,relationship for the highest-chronic
and online domains such as fan forumsconditions and manipulated
and blogs. The paper also
highlighted that place high CC orfor
matters high rarity. 2. The
independent high-end
producers who draw inspiration
fashion
from 1. marketer
cities needs
andinscenes
Being touch and to
withusetake care
thespatial to include
contentlinkages
published the low price
to distinguish in the product
themselves
with high-frequency, and
design and communication recipe
their for the
products. price-sensitive
and allow to diversifying them, to offer the community members possibility ofcustomer and
the high
sharing price in content,
interesting the productand design
remiainand communication
in the interaction withrecipe forpeople
alike the price-
- it all
insensitive customer 3. Price-sensitive customers have the
causes valuable ideas to spread. 2. Appropriate use of this communicationlowest relative
levels ofcan
channel desires
affectfor CC and
change rarity, while
of attitudes price-insensitive
through customers
behaviour change have the
(eg, spreading
highest levels of these desires.
the idea of reduce, reuse, recycle), increased awareness (videos, infographics,
1. Other networking sites (Instagram, TikTok) can also be involved and further analysis sho
references to articles on the topic), increased involvement (providing content that
interest him/her, with which consumers want to identify and share) and the
continuous spread of the idea virally reaching new people. 3. Taking into account
the advantages of promotion in social media - it makes the ideas more easily and
faster
on social media spreadable.
platform. 4. 29% The
of fact
peoplethatare
people do not
visiting feel that
shopping behind
sites
The studythis
once a isweek
inwas particular
only after
limitedseeing
to theadvertisement
khadi Industry
onand
social
its ben
me
brand, but the idea, is a serious advantage

pled or tied to their perception about theSince

product.
it was
Dueonly
to this
related
known
to bag
fact,industry
producers
in Nigeria,
are supposed
the researcher
to identify
can
thefurther
major study
determ
th

harer
onlytocovers
the younger
Facebook
target
andmarket
1. Findings Twitter–.
2. considering
suggest Other
that thanthe
that,
production “user-generated
the analysis
includes focuses
contents”
the domain ofonconsumers
anature
singleofcase
social
of an
media
Italian
thatluxury
resulting
SME.in Althoug
social m
who participate in production both for economic reasons and for fun. 2. The
boundaries of
consumption and production blur and integrate through the practice of
craft activities and craft consumers simultaneously work and play during
the process of making and using their own leather goods. 3. Social
Resultsfromconsumption
function, such as prestige indicate that socialgoods
mediais no longer critical.
followers perceive higher
Craft consumers levelsthe
appreciate of uniqueness
relationshipofinvestment,
consumptionreport higher
goods
perceptions of relationship quality, and
and their lived experience of a creative activity as a more superior
have higher levels of customer satisfaction,value. loyalty and positive word of mouth
intentions with the organization
than do non-followers. Taken together, these findings indicate that social media
1. issues likedoes
security,
seemreputation,
to influenceattractive
key content,
interaction
relationship marketingandvariables
communication
that leadhave the most
to more effectconsumers.
relational in
succeeding social media 2. Results showed that
Future research can be conducted keeping particular social media platform in mind and seeing
security, attractive content, reputation, interaction and
1. Social media activities facilitate
communication inter-organisational
factors have positive influenceco-operation
on social through
adaptations 2. The social mediamedia both insuccess.
the type of social media conversations
and contact patterns shapes the information exchange. The contact patterns are
established where social media activities are interactive with more than a one-off,
or intermittent two-way communication episode. 3. Financial exchange focuses
on online payment systems with social media applications frequently linking
directly to the payment mechanism. Financial exchange addresses payment for
"value-in-use" through creation and sharing of content using social media.
 bags is often hailed as an outstanding example of how to modify
consumer behaviour and raise revenue for further environmental
improvement, there remains controversy regarding the displacement
impact of such a tax in encouraging consumption of other
environmentally damaging materials, effects upon the less well off
in society and economic impacts in terms of employment loss. 2. In the UK, the
emphasis to date has been on voluntary action on the part of consumers and the
business community to reduce plastic bag use. While this has yielded progress in
relation to the government’s stated target of reducing the overall impact of plastic
bags by 25% by the end of 20081.3.even the extent
consumersto which supermarkets in particular
can successfully who do not actively participateprinciples
utilize the consumer policy in a CBA— of access, choice,
mpact on brandinformation
perceptionsandor general memory
representation compared
like postingtonegative to
change consumer communication
WOM—may behaviour failures.
in relation3. to
a visual representation in the initial fi
plastic bag use onconsume
a voluntarythisbasis
content,is likely
even to determine
a long time whether the UK
Government adopts after a more coercive and interventionist
the CBA has taken place. Hence, approach in the future
although—as we have outlined before—
CBAs are often very short in their actual
1. SSM activities
duration,perceived by customers
their consequences mayare influential
exist for to all
customer equity drivers. Since these activities
a long time span. 2. CBAs for luxury fashion
brands act affirmatively
swamptoward all drivers,
over into traditionalthey are fairly
media and effective. 2. The
brand's social mediathus platforms
may evenoffers venues
reach for customers
consumers that areto engage in sincere
and
not friendly communications
using social with the brand
media. 3. Participants and other
of a CBA usually users,
rallysointhe
a
brand's intended actions
group on the social
of activists communication scene were
that collaboratively
positively affecting relationshipengageequity
againstandabrand
firm equity as well. 3. the three
customer equity drivers show no positive influence on customer equity in the
case of a luxury fashion brand. In fact, brand equity has a negative influence
two
y bags.
cities.Future
That is, consumers’
research should
were take intoinaccount
susceptibilitythe to
present
social study.
participants
influences
of other
as predicted
geographical
and this
areas
is in
to support
reach more
of avaried
generally
findings.
prevailin
2. b

arch
Es (46%
should
were
therefore
using friends’
focus onrequests).
enhancing2. knowledge
Interestingly,
with
norespect
differences
to thewere
reasons
observed
why the
between
majority
companies
of SNS users
operating
are not
in the
asses
se

s Personal Relevance (X1), Online Interactivity (X2), Message (X3), and Brand Familiarity (X4) have a significant effect on

ge is entertaining/interesting – 21%. 2. The leader between all1.

contents
the research
is ‘Humor’,
concerns
44%only
of marketing
respondents
viaranked
socialitmedia,
as the not
mosto

1. The positive relationships between a firm's customercentric

management systemboasting
1. Product and social media
technology use on its social
are those who use SNS to study the purchases CRM capabilities
of their peers, and then form
were both supported. 2. Social CRM capabilities
similar purchase were found to have a positive
intentions. Finally, those whoinfluence
use socialonmedia
a firm's
as a tool to discuss travel ideas,
customer relationship performance,
form travel groups, and engage in other sociallyand the management
motivated support
behavior during all
covariate was shown to significantly influence social CRM capabilities.
stages of the trip from planning to return. 2. The opinion forming aspect suggests
that even after a traveler has decided on a shopping pattern, they are still being
influenced by organic eWOM. 3. The third aspect of trip planning is involved
with determining where to go ahead of time and how to find the best deals on
products and locations. Facebook was commonly cited here as a method of
retrieving trip
planning
arketing strategy information,
is very as Facebook
much affected ‘friends’ofwould
by the condition post lucrative
the company. Thetravel
2. Sales deals,
research
report tells
waswhich
conducted
strategy
on Indonesian
the companyFashi
sho
products available across borders, and other pertinent information in which the
interviewee would share, like, or comment on.
 1. The study found that gender had an effect on the style of bags: females like
round barrel bags and consider them to be fashionable. Occupation had an effect on
the price of bags: student considered them to be very expensive and expensive
because their money was from their parents; company employees considered them to
be very cheap and cheaper 1. Redditors than othergenerally brands clickbecause
on things they that havelooka monthly income. 2.
The study foundmore that like content than
the product (design an ofadgoods)
and stands and the outprice range had
an effect on buying behavior. They felt neutral about the pricesell
enough to catch their eye. If you try to just when less than 100
Yuanthemandsomething,
100-200 Yuan; theyand tunethought
it out. 2. the The firstatway
price of leveraging
100-200 Yuan and the power Yuan
200-400 of
was cheap. Regarding place (a good environment) celebrities and address, tourists agreedthat
Siam Paragon and entails
Asiatiqueintegrating
the River theFront product were orthe service
bestinto because theyhave a
celebrities’ lives. A second comfortableway of environment.
leveraging the power of celebrities
entails sponsored tweets, via which celebrities
are paid to broadcast There are theirtwo main of products or
support
strategies available: using the Social media
services in a 140-character tweet. 3. We know that customers in a passive way (as awho channel of listening
use this couponto
are dedicated to Hertzthe as a brand so when they
voice of the customer), post and or inshare an active way: asthey’re
the coupon Public Relations
giving that tools, as a means of
referral that Hertz offering is a great brand. . . .We all
customers’ superiorinexperience,
1. The participants benefit
this research fromand it,areasclassified
Hertztools as for customizing
a brand and the
into eight their
groups products.
fan based The Social
on their main
1. The first factor, ‘consumers’
commercial Media
with the coupon. motivation’,
products exhibited
can also be engaged
namely clothingheavyasandloadings
toolsfootwear, for four
for tapping foodinto variables
andcustomer pertaining
beverages, creativity: to the
electronic, utilizing advertising
handicraft,
recommendation, pharmaceutical, intention
propositions to buy in and
cosmetics future, saving
generated byshopping
users that,
toiletries, furniture, andexpenses,
according
other emotional
product.to evidence,
Most attachment.
of are
the better 2. accepted
respondents Second-factorwere by from
their food
peers, or
and
‘risk’
tapping1.customer
Placing exhibits
ideas
paid loading
advertisements, for
for innovation four
beverages (34.6 variables
and
such promoting
as concerning
banners, risk
co-development.
on social
percent) and associated
media sites
clothing with online
can also
and footwear private
(33.3 label
benefit brands.
a handloom
percent) The thirdfactor
industries
categories. These two lines of
greatly ‘attitude’,
basedbusinessonexhibits
the amount arehigher loading
hits thefor
topoffavorites three
sites receive
in the Indonesian variables
each online concerning
day. Thousands
retail industry. ofdeal,
members2.favourable view these
The results behaviour
indicate pages and
thatdaily
majority of the
value. 3. The last
which meansrespondents factor,
ads placed on refers ‘Store
usethese
Facebook brand
sites will name’,
andreach a mass exhibits
WhatsApp audience.high
for loading
2. Marketers
business for three
process ofrather variables
handloom than the monetary
industries
other social risk,monitor
can pleasing
media 3. social
In terms of
environment
networking and
sites, the
to popular
read up brand
on
demographic distribution, the respondents consisted of 59.5 percent female and 39.9how name
people of the
are retailer.
viewing
percent male. their 4. thebrands.
age of the These sites allow
majority them to seeis what
of respondents in thetheir ranges of 20 to 29
competitors years are doing,(39.2and how customers
percent) and 30 view the
to 39 years (33.3competition.
percent). Very Receiving
few respondentsthis feedback were from
under customers
the age of 20 years (7.8
allows marketers topercent), understand what
or 40 to 49 the target market is
years (9.2 percent), looking50 tofor,59what yearspeople(1.3 percent),like about andtheiroverproducts
60 yearsor (1.3 percent) 5. in
services, and what needs to be improved terms of3. Social media networks also allow
highest educational background, 43.1 marketerspercenttoofgain respondents hold a bachelor degree,
information on their potential
followed customers. By viewing
by high
school graduate user(24.2profiles,
percent), marketers
master are degree able(11.8to gatherpercent), information
and doctorate degree
(3.9 percent). 6. regarding
mobile devices the demographics
such as the smartphone and psychographics (62.8 percent), of laptop (21.2
potential customers, percent)making andthem tablet better
(16 able to identify
may necessitate careful mining those thatfor
of data fit
1.Weintocompute
useful their target
percent)
information. market.
a TF-IDF Thislimitation
feature
Another information may
using a1.Boolean
The
can results
oftenTerm beofFrequency
our case
time consuming study
model show
and that cooperation
for costly.
each Having
listing that socialwithresult from personal privacy issues (and privacy s
incorporates
buyers has
allnetworksa positive
of the text andthem
to contained
help significant
infind
thethis effect
title ontags
information
and product innovation
ofisa quite
listing.
but it does not
We then significantly
beneficial
use feature affect
to marketers. process
hashing [26, Many innovation
30]oftothe 2.
socialthe
reduce The results
networking further indicate
dimensionality
of the TF-IDF feature sitesspace
allowfrom users1.3Mthat the
to create cooperation
to 50kgroups dimensions. regarding While specific
these features will, no
with suppliers
topics. This makes and designers
it much doubt, has bea positive
easier for marketers and significant
to find
effect onhighly
product much andofprocess
predictive the innovations.
theofinformation style, we 3. It the
regarding
want also
theirreported
model target that the
market,
to learn collaboration
features
that generalize well beyond with
and their designers
thecompetitors.
style keyword itself. To mitigate
could
this, wecultivate
filter outthe all local
termscraft thatindustry
contain and a style empower
keyword artisans
before
to furthercomputing
their innovations.
the hashed TF-IDF feature.We do this in order tocooperation
4. The results further indicate that the ensure with
the robustness of our training competitors
setup and to ensure that our model
generalizes does to not havethat
listings a significant
don’t explicitly effect have on both suchproduct
style keywords
and process innovations
as features, but still may fall into a style class 2. The hypothesis here is that earlier
1. The usage layers are learning
of social media instructuralthe introductory and foundational
phase of an components
INV allows of theancompany to
imageefficiently
(that mayreach be agnostic to something
weak network ties and through them like detecting objects
enhances the versusspeed learning style), and growth.
of international the last few 2. The layers are fine-tuning
combination of social themedia and
objective function towards a specific problem
other on-line channels in the growth phase of an INV allows the company to build domain (e.g. the learning
stronger network of style).
ties,(We would likemore
approaching to retrain
demanding the fullbusiness
networksegments in futureand allowing
iterations.) Table 1 confirms this
the company to enhance the speed of international growth. 3. On-line hypothesis as accuracy increases
tools including
social media when take retrained on the last
on a supporting role two layers
in the of Resnet50
break-out growth instead
phaseofofthe an INV. The
last one. There usage are, of however,
direct sales diminishing
personnel returns
becomes in performance
a
It can be observed thatwhen for products
n > 2.and 3.with
neural more information,
network modelslower price, more price
necessity better
discount, to build strong networks
publisher’s rank,and more a truly insider position
distribution formats, within large accounts,
are able
allowingto better
a predict the
sustainable speed styleofofinternational
a listing andgrowth. using imagesales do not
product
decrease when features NOR in increases.
addition toWhen NOR is high,
text features helpsproducts
in improving with morethe final information,
lower price, more price discount, better accuracy publisher’s rank, and more distribution
formats have better sales. The negative impact of NOR is clearly mitigated by these
variables such that product sales are less affected.
 Particularly, we compare the relative importance of positive and negative online
consumer reviews on consumers’ emotional trust and intention to shop online.
Our findings showed that the importance of the three trusting beliefs to the formation
of emotional trust is different between
the control group and the two treatment groups. For the control group (without
viewing any online consumer reviews), only perceived competence and perceived
1. Experience
benevolence productstoare
are significant more subject
emotional trust. to
Forthe
theinfluence of the volume
two treatment of
groups (viewing
positive reviews, which signals
online consumer the popularity
reviews or negative ofonline
a product and anreviews),
consumer awareness effect
only perceived
from the and
competence sheer volume of
perceived reviews.
integrity are2.significant
Valence, however,
factors ofhas a greater
emotional impact
trust. Among
on thetrusting
these three sales ofbeliefs,
search perceived
products, indicating
integrity isathestronger persuasive
most difficult effect
factor to judge,
of product
especially ratings
for those fordo
who morenotcomplex
have anyproducts and consumers
prior experience with the experiencing
online vendor.
a high level of involvement. 3. The effect of
Consumers can judge the the volume of page views by
readers is of
competence significant
an onlinefor both experience
vendor based on itsand search products,
professional but the
web design. volume
They can also
judgeofthe page views exerts
benevolence of aangreater
online influence than on
vendor based thethevolume
specialof services
reviews and
onlyoffers
for to
search products,
customers. suggesting
However, the significant
perceived integrity role played
is about theby followers
trustee’s or actions
past latecomersand in
this product category. 4. the effect of
credible communications. eWOM as measured
by the volume of reviews has a positive effect in the early period of a
PLC, and such effect decreases in the later period, suggesting the significant
role played by early reviews. 5. The percentage of negative reviews has a stronger
effect than that of positive reviews, supporting the
negativity bias in that negative reviews have a greater effect on consumer
decisions.
 FURTHER SCOPE

The research here is conducted only keeping Muslim culture and Instagram in mind.
This study iscan
The reseach subjected
furtherto
befew limitations.
conducted Firstly, due
on different to media
social time constraints, the data
platforms and also on
collected focused mainly
different community culture. among students in Universiti Malaysia Sabah. This directly
leads to the second limitation, limited respondents that represent Generation Y as a
whole. The sample of population considered as narrow since the research was
carried out inside the university only. This research is based on the experience of the
respondents and answering a close-ended questionnaire rather than a stimulus based
experimentation, which gives more room for research reliability. Furthermore, the
study that we carried out is generalized. Future research can be done by emerged a
particular
or few organizations to identify their impacts of social media marketing through
The study conducted
Generation could be more vigorous and can be quantified and statistical tools
Y as a result.
can be used to arrive a conclusion. Also the participants involved were limited. The
data should be collected on a wider group of participants and customers should be
involved in the analysis.
First, the sample covers only one social media website (Facebook); thus, the results
lack generalizability for all social media usage. In the future, research should be
extended to other leading social media websites to provide more support. In addition,
researchers should identify differences among social media (e.g., Facebook, Twitter,
YouTube). Second, this paper applied a strict and simple measure of social media
usage. Additional research should apply more sophisticated measures to allow a more
complete evaluation of how companies use social media as a marketing tool. A third
Samples were mostly collected from a single city and work needs to be expanded to
potential limitation of this study lies in the selection of sample firms.
include other areas. Further studies could focus on a specific social networking site
and the gathering of data through their members. Future research should take further
steps
to examine the role of social media on intention to buy and perceived usefulness, and
to identify their effect on the model.
Since social media is fast changing, the research data is no more relevant anymore.
Also the major social media platforms like Instagram, TikTok, Youtube are not taken
into consideration for the research. Further research can be performed by taken all
these factors into consideration but the relevance of the new research will also not hold
true for a long time.

The predictive ability varies across products, leading to a

further study on the buzzing effect of social media.
This research has some limitations regarding the sample
amount, which regards to one year. Also, the study is focused in a
single case of small luxury brand and an emergent and recent one.
Additionally, there may be a change in user behavior, implying that
a user may dislike a previously liked post. It is recommended to study other cases,
such as luxury
brands with larger dimensions, like Louis Vuitton or Chanel, so that
other results with different measures can be achieved.
 1. First, the analysis only
focuses on Italian and Spanish fashion brands. 2. This study
only observes social media data from Facebook; a broader investigation on other
social media platforms would provide more empirical evidence on the type and
results of the SMM actions that SME fashion brands carry out.

Future research should examine the sustainability and ongoingeffectiveness of

exclusivity as a means of artificially limiting the supply of cultural products and
source of symbolic and economic value.
The theory does not cover
social–economic status (SES) characteristics, and the empirical study does
not report on the influences of SES variables on choices. The empirical study
is limited to participants in one university in one high-tech oriented country.
Additional work in other cultures and elaborations of the theory would
be useful.

ed and further analysis should be conducted. Also the analysis varies across products leading to a further study on responsibl

khadi Industry and its benefits in Ahmedabad City. Also the social media keeps on updating frequently, the study do not hol

earcher can further study the different industries in different countires to get more clarity about the specific industry in the spe

alian luxury SME. Although the consideration of this work is that Italy has significant importance among the European fashio
Limitation of this study is the gender composition of informants.
Only one male informant participated. The number of male craft consumers
has gradually increased, which warrants future research on
craft consumers in relevance to gender difference.As more consumers
are engaged in creative and craft activities, deeper understanding
of neo-craft
First, the consumers will offer
magazine chosen theoretical
is regional implications
in scope of new
and located
consumer culture and practical implications for new marketing
in a small-to-mid sized metropolitan area in the Southeast United States. The results
could strategies.
potentially vary
depending on the scope
Manyand reach of
questions the magazine
emerge chosen.
and provide Also, the sample was
ample
input forprimarily composed
future research of female
direction and activity:
participants and could therefore, have potentially
• Do short term interactions using social mediadifferent resultsthe
influence if long
the sample
term were
more gender neutral
relationship?
• Does an interaction approach combined with social media information flows
atform in mind(content
and seeing
and what worksprovide
networks) best fora that particular
suitable media. framework
overarching Also this research only considered viewpoints of Iranian
for managerial
decision making?
• Should the proliferation of the different types of social media connecting
relationships in a business context imply devotion of managerial effort on the
parties themselves?
• The advent of real time marketing using social media results in spontaneous
information flows. Is real time marketing likely to hinder robustness of the interaction
approach? Under such circumstances, where are the potential
breakpoints in the model requiring further re-conceptualisation 30 years after
the birth of the model?
• What types of contact patterns associate with different types of social media (e.g.,
wikis, blogs and microblogsl?
• Is adaptation of relationships observable in social media?
 It could be argued that plastic
bags have become symbolic of a commitment to sustainable consumption
and that changes in behaviour in this area, while
limited in relation to the broader agenda for sustainable development,
can begin to make an effective contribution to a more
sustainable future
1.Analyses
The mainarefocus of this
mostly studyon
located is an
theaggregate
single country
level source
on one of Germanmore
platform, CBAs. 2. Data
in-depth
might have
analyses a survivorship bias.
of consumer-driven dynamicsIn other words,
within andwe cannotplatforms
between identify strategies that
are encouraged.
prevent
CBAs in the first place, because we could only observe and analyze CBAs that
actually occurred. Future studies
1. Empirical findingscould link
on this CBAs
study andsamples
from reactionofstrategies
Korean to financial
outcomes on a company level. 3. This study also provides
luxury consumers who are innovative in use of technology and findings fromfans
a strategic
perspective. Future studies could focus on the individual consumer
of luxury brands. However, western consumers mostly use luxury brand's social level and examine
media
psychological mechanisms of challenges
due to the CBA participation. 4. Consumers’
in language. Even though negative feedback, in
most cases,
Korea was is against the organization
a test market for luxury in (orAsian
brand) rather replicating
market, than againstthis
particular
employees
study's findings with additional samples consumers of luxury brands the
or the social media team. In other words, consumer actions against
brands had similar
is necessary. 2. Aspatterns
an initialtoeffort
what tois typically observed
evaluate effect in interpersonal
of social (conflict)
media marketing, a
relationships. Further research could
visual investigate this question
stimulus used to measure attributes of social media marketing activities
face difficulties in controlling possible error. Due to a reason
mentioned above, limitation follows in generalizing the result of the
h more varied findings. 2. because
study. Futureonly
studyeco-friendly bagseffective
should develop consumers responded
instrument to to this survey, the results have limited genera
measure
social media marketing more appropriately.

of SNS users are not assessing the effectiveness of their sites. 2. Future research should focus on establishing the link betwee

Future Research can be conducted taking broader sample size.

ing via social media, not online marketing in general. 2. A group of 200 respondents have been taken which is a very small n
1. Future research exploring the applicability of these findings to
different industries, contexts, and settings is certainly warranted and
encouraged. 2. An additional possible limitation of this study involves the survey
sample of top-management team executives who, although knowledgeable
about, and representatives of, the beliefs, values, and ideas
espoused by the firm, may have inflated their characterization of
their firms' levels of customer-centric management systems, social
Regardless of whether
media technology they
use, are using
social CRM Facebook
capabilitiestoor
plan their
even next trip
customer or posting a
relationship
photo of their meal on Instagram toperformance.
avoid a lonely lunch in a foreign restaurant, one
thing is certain: the variability in travelers’ shopping patterns continues to rapidly
expand, and understanding their social eWOM throughout this phenomenon will help
both marketers and scholars in finding new ways to serve travelers’ needs.

ucted on Indonesian Fashion Industry, it can further be conducted on different economies and different industries more inten
 1. Future study may replicate this study and extend the sampling frame to
other districts in and different cities. A larger sample size may help to enhance the
findings.
2. Other recommendations for future study include the study of NaRaYa
product satisfaction in Bangkok or China
Social marketing campaign
managers should carefully examine and understand
the differences
1. Lack of concrete academic scrutinybetween platforms,
and scientific and choose
evidence is a warning to businesses
to be cautious when engaging Social Media as marketingproduct
those that better fit the nature of the tools: blind imitations and
and the theme of the campaign.
haphazard
implementation can lead to disappointments and misjudgements as to the real value of
these tools. In this respect, several of the ideas and models presented in this introductory
study will become the focus of further study and empirical analysis as hypotheses to be
tested. 2. Finally, the sometimes
normative style of the paper is partly the result of the above mentioned lack of scientific
underpinning and is partly motivated by the need to establish some bases for further
research
and debate. Considering The major limitation
the serious socialofand
thecommercial
study concerns sample
effects of the Social Media, this
size. Secondly, the items we were
debate is urgently needed. included
in our study are limited. There is a possibility to include
First, a relatively small samplemore items
sizes forthe
limits measuring variables.
generalizability of the results. Consequently,
future research could validate this study by using a larger sample. Moreover, with the rapid
change in the social media landscape a longitudinal empirical approach would be
advantageous in tracking the evolving social media among MEs. This could be expanded to
multiple industries, jurisdictions, and cultural contexts. Further research looking at MEs that
do not use social media would also provide insights into possible hindrances and utility
outlooks. The widespread use of social media in the community at large, and their
importance in leveling the competitive
This study is limited tofield, provide
the study of ever
Socialgrowing incentives
Media and its for continued
research into their use and benefits to
applications in marketing of Handloom Products. Keeping inMEs.
mind the various consumer behavior models, the opinion
and value judgments of the respondents can be studied and
suggestions for improvement in marketing and maintaining
the age old heritage of handloom products can be preserved.

privacy issues (and privacy settings on various social media) .The case study described here is based on several assumptions that cann

The researchers might be interested in investigating whether the effects of cooperation also
vary within different artisanal areas. Moreover, this study did
not investigate the effect of each partner on different stages of
the innovation process; future studies can consider investigating
this issue. Furthermore, it will be very interesting to examine
the effect of one cooperative partner on another and thereby
their combinative effect on firm performance.
The research was done Given onlyits keeping onenature,
qualitative E-commerce platform,
the study i.e.,inEtsy in mind. Also in
is limited
future iterations, we would like to explore jointly
terms of the generalizability of the results to the typology training
the image
of firmfeature model (modified
investigated. However,Resnet50 detailed
to the extent thatinthe Section
3.2.2) and the final text + image feature style
starting conditions are similar in other business classifier
endeavours and industries, the results may be extended to
other contexts. This opens avenues for future studies in
the area, where the effects of the usage of social media
on the speed of the international growth of companies
coming from different industries and commercialising
diverse products could be analysed. Moreover, our
the measure
results could be further
are based on a improved
case-studybycoming
using content
from Italy, analysis to
account for the quality
whichofis product information.
a large economy. Second,
Future findings
studies basedofonthis study are based on a
other
cross-sectional sample
countriesof books on one from
(e.g. coming e-commerce website
small and that does not have physical
open economies)
stores and thus may not are be generalizable
called for, in orderto to
other products,
validate websites with physical stores,
the suggested
framework and andpropositions.
platforms of reviews such as discussion forums. More studies of different samples and
contexts are needed to assess the applicability of the proposed model.
 Future research should continue to explore the impact of
negative eWOM on online purchasing decision and identify effective strategies that help
companies to “fight back”.
First, we collected data from only
one online retailer. Although the data from Amazon.com are reliable and many
researchers have used data from this Web site, the results should be validated
and compared with data from other sources because e‑commerce Web sites may differ in
their review and rating systems. Future
researchers should consider direct measures of brand image when it is feasible.
Since many consumers access product reviews at online forums and
then make their purchases offline, the effect of eWOM on offline purchases
demands greater attention in future research.
 further study on responsible consumption of different category of products.

uently, the study do not hold relevance now.

e specific industry in the specific country he wants to go forward with.

among the European fashion and luxury industry, a comparison with similar companies based in other European countries m

idered viewpoints of Iranian audience, so diverse groups should be introduced.

results have limited generalisation to other green product categories. Extending the study to other green product categories w

stablishing the link between attitudes towards technology and the intention to adopt or actual adoption behavior 3. The most

ken which is a very small number for a research.

erent industries more intensively.

everal assumptions that cannot be verified at this point. A future study could consider carrying out controlled experiments where socia
er European countries might be extremely useful for the development of research and practice on this topic.
en product categories would generate broader consumers’ views better than the outlined in this very study.

n behavior 3. The most prominent reason for the use of SNS by B2B SMEs is to attract new customers. Consequently, it wou
d experiments where social media use for innovation, and organizational productivity and quality management is systematically investi
rs. Consequently, it would be useful to investigate whether SNS satisfy this objective by addressing this issue from the buyer
nt is systematically investigated.
his issue from the buyer’s point of view.