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DOI: https://doi.org/10.33258/birci.v5i3.5828
Communication Strategy Fashion Luxury Brand in Increase Brand Experience with among Millennials in the Time of the COVID-19 Pandemic: A Systematic Literature Review
Tiara Angelica Tarigan1, Irwansyah2
1,2Universitas Dayanu Ikhsanuddin, Indonesia [email protected], [email protected]
I. Introduction
Condition the world's economy and society are severely affected due to COVID-19.
In avoiding COVID-19 is done something effort that is with guard distance (Jiang & Song, 2022). COVID -19 patients have symptom similar like fever, cough, fatigue and loss of senses smell and or flavorings (CDC, 2021). Development technology bring change in life everyday, one the change in field communication. Internet, social media, applications and other digital technologies is part from development technology that arrived moment this many used communities around the world (Yang et al., 2022). Through the internet and social media could communicate by direct with whoever and wherever, thing this also causes exchange information by real time from various parts of the world (Puntoadi, 2011).
During pandemic, the Internet has Becomes channel very important information, p this make people for increase activity on line they especially on social media. Finally occur dramatic growth in trading on digital media (online) (Jiang & Song, 2022).
Consumers isolated and just could to do contact minimal physical with other people because various restrictions by the government (Taha et al., 2021). This thing results in drop biggest in physical in store purchases. Face challenge this, there is channel marketing new has opened and important e-commerce has increase by significant, put it as choice first consumer because offer security more to they than shopping in physical stores (Lv et al., 2020). However, apart from e-commerce, good marketer nor consumer has find and use many activities on social media during the pandemic (Ramnarain & Govender, 2013).
Social media has change phenomenon marketing, because company using social media for inform, impress, and retain existing consumers (Yang et al., 2022). Consumer the more explore relevant information on social media before buy goods or services, and reflect information in evaluation brand and behavior purchase them. The role of social media Becomes stand out in the sector branding and marketing. This thing shows social media
Abstract
Literature review systematic this conducted for see trend related research with literature utilization implementation of communication strategy fashion luxury brand in increase brand experience to circles Millennials during the COVID -19 pandemic.
9 literatures on the range time 2021-2022 reviewed use method systematic literature review (SLR) for answer destination research.
Studies this find that digital marketing is tool important for communicate brand luxurious market leading for circles millennial. Build digital relationship like via social media with consumer effect on intentions buy for luxury fashion brand. If brand could create designed marketing with good for their target audience, they could produce equity brand based on strong customer with give satisfying brand experience.
Keywords
social dynamics; local wisdom;
coastal communities
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 5, No 3, August 2022, Page: 18426-18437 e-ISSN: 2615-3076 (Online), p-ISSN: 2615-1715 (Print)
www.bircu-journal.com/index.php/birci email: [email protected]
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content have impact positive on image perceived brands and decisions purchase consumers (Shin & Choi, 2021). Social media marketing empowers company business for produce activity equity perceived and building brand ideas between consumer for Keep going use products and services companies (Yang et al., 2022).
Brands luxurious is a valuable market for consumer millennials, because intention buy it often influenced by social media. (Manaf, 2020). With increase Request will goods luxury, consumer Becomes more sensitive to fashion and behavior purchases are heavily influenced by trends existing fashion (Lang & Armstrong, 2018). Brands luxurious followed by a conscious target fashion, circle younger, usually influenced by fashion influencers or leader fashion on social media (Park & Kim, 2016). Content fashion on social media could affect opinion and behavior purchase followers, because goods and services quality high, expensive, branded luxurious looks rare, unique, historic considered valuable, and give consumer score symbolic and emotional level high (Holbrook, 2006).
Based on illustration that, review References systematic this has destination for study literature use of communication strategy fashion luxury brand in increase brand experience to circles Millennials during the COVID -19 pandemic.
II. Review of Literature
2.1 Communication Strategy
Communication strategy explained as how organization or company use communication with on purpose for Fulfill mission them (Frandsen & Johansen, 2017). As election destination proper communication and identification awareness brand certain attitude and strategy brand. Communication strategy could have many different looks, start from interaction one opponent one until campaigns around the world (Cook et al., 2007).
Source: Cook, M., Lally, C., McCarthy, M., & Mischler, K. (2007). Guidelines for the Development of a Communication Strategy. New Horizon Center. Retrieved from
https://www. wpi. edu /Pubs/E-project/Available.
In order to get have a successful communication strategy, must develop initial processes and ensure maintain focus on the goal early. Communication strategy is important thing, because all organization or company have sort of method for describe their core message to society. Without have an effective strategy in reach audience the
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target that has been determined, no possible organization or company have influenced a lot. If the organization will use up time for look for know message main, they will better for develop a strong communication strategy. Moment creates a communication strategy, yes two elements main must considered namely: branding and the internet. Branding is part important of communication strategy because help connect organization or company with picture or ideas. After image or ideas can recognized related with organization, someone who sees brand will thinking organization that. Internet also plays role important in communication strategy if organization target those born in the generation computer. A number of organization non-profit only targeting parents or those who earn low. In situation this, the use of the web as tool communication no will too important. This is necessary considerations made when determine which element will be entered in communication strategy in organization or company (Cook et al., 2007).
2.2 Brand Experience
Experience brand is response behavioral and subjective consumers aroused by related stimuli with brand (Beig & Nika, 2019). During a number of years last, have occur enhancement activity business that is with create and give experience for differentiate goods and services. Experience consumer has used for offer upgraded and customized products by mass (Addis & Holbrook, 2001). Experience consumer covers attribute hedonic like pleasure, fantasy, and feeling. Pine and Gilmore (1999) define experience as activity consumer or involvement with easy company memorable and fun. Based on intensity and engagement connection brand consumers, they identify four zones of experience consisting of from aesthetics; escape; entertainment; and education. A number of experience consumer can fine, indifferent not indifferent or even bad. Experience product could in the form of direct with contact physique or no direct through advertisement. But experience direct more effective compared with advertisement.
Combination experiences no direct and direct can greatly affect attitude, intention buy, preference products and memories products (Beig & Nika, 2019).
2.3 Fashion Luxury Brand
Brand has Becomes symbol that represents belief, value, personality and innovation.
They awaken memories and emotions that represent quality. Brand is very important for success company because they Becomes source main differentiation Among offer competitive others on the market. Manufacturing process brand often eat time and challenge because involve creation and development set meaning related depth with brand (Beig & Nika, 2019). Consumption fashion could shared Becomes four category , that is necessary ( important that is not avoided for continuity live, usually suitable in the mass market ), basic (basic for clothes ordinary where in between clothes endure life and prosperity, usually fit in the bridge market), affluence (clothes designed special or exclusive, usually suitable in premium market) and luxury or luxury ( clothing unique, rare and prestigious with supply limited and price tag high , usually suitable in the class fashion market on or haute couture). Luxury fashion brand impressive position fashion they with start ' story telling' through digital marketing. Brand luxury fashion at first reject internet marketing, however they realize that generation Millennials born in the digital world don't could released from the internet, so they must change strategy and adapt with trend moment this (Nhuvira & Dorasamy, 2021). Luxury fashion develop fast in create memorable and enjoyable consumers for shopping online, and this has also been cause brand fashion partner with IT company for pioneered innovation (Okonkwo, 2016).
18429 2.4 Behavior Consumer
In marketing, the entity called as marketer normal defined have ability for control behavior customer, but actually they no have strength or information for it. Consumer now want to connected when anywhere, anywhere, and from anywhere. Behavior Consumer alone is related activities with choose, buy and take decision for Fulfill needs consumers (Phutornpukdee, 2012). Consumer want to use up minimum quantity for maximizing the advantages (Cheung et al., 2005)
2.5 Generation Millennials
Internet and technology have influence big on culture and development generation millennials (Oblinger & Oblinger, 2005). In many things, generation millennial more productive than any other generation for enter the world of work Thing this because they really understand about how utilise source power like technology (Gibbons, 2021).
Although considered as generation productive, generation millennial considered very consumptive (CNN, 2018). Generation millennial moment this have large population and power buy they make they are attractive targets for many industry consumers (Moreno et al., 2017). Generation millennial is element important in development e-commerce they grow surrounded the development of the internet and its rise growth social media (Smith, 2011). Generation millennial tend use up income more fast compared generation before, because in philosophy life they are undergo moment and balance life work with life personal (Moreno et al., 2017). Generation millennial moment this have large population and power buy they make they are attractive targets for many industry consumers (Moreno et al., 2017). Generation millennial is element important in development e-commerce they grow surrounded the development of the internet and its rise growth social media (Smith, 2011).
2.6 COVID-19
Health Organization or WHO (2021) via its official website convey that Corona virus disease or often called with COVID-19 is disease infectious disease caused by the SARS- CoV2 virus. Most individuals infected with this virus will experience respiratory distress with symptom light until medium that can healed without need care special. However, for some people will experience disturbance enough breathing severe and need media attention. People aged more who are infected with the SARS-CoV2 virus and have condition medical default for example disease cardiovascular, diabetes, disease respiration acute, or cancer, have opportunity big for experience condition seriously. Everyone in age whatever you can infected with COVID-19 and in momentarily Becomes suffer sick critical or even died. Symptoms of COVID-19 appear 5-6 days after somebody infected, however there are also those who need time for 14 days.
Since month December 2020 to moment this, is known already There are 5 variants of the COVID-19 virus that are considered enough dangerous and spread in various parts of the world, namely Alpha, Beta, Gamma, Delta and the latest variants is Omicron.
Naming viral variant taken based on greek alphabet with aim to make it easier for discussed by the public from non- scientific circles (WHO, 2021). Prevention process or deceleration the most appropriate transmission is with get good information and education about disease this. Viruses can spread from mouth or nose shaped particle fluid small when that person coughing, sneezing, talking, singing or breathing (WHO, 2021). Authority national and local pushed for Keep going apply protocol health and strengthening supervision to use withhold rate spread of the COVID-19 virus. For support deceleration rate transmission, WHO has circulated vaccine for whole society in the world. WHO and
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work together with various expert cooperate for develop, produce and distribute safe and effective vaccine with permanent campaign application protocol good and right health (WHO, 2021).
III. Reseach Method
3.1 Method
This study made with use method review References systematic or systematic literature review (SLR) that investigates study Specific about problem important with destination give synthesized review from problem or topics follow procedures that are transparent, systematic, and can be reproduced (Alidoost Nia & Ruiz-Martínez, 2018).
Overview References systematic, according to Kitchenham & Charters (2007) is method used for describe and analyze findings in something topics research. Overview literature systematic is working tools for identify, evaluate and interpret all available and relevant research with destination study specific, topic area, or context (Kitchenham, 2004). Based on Snyder (2019), goal from study literature systematic working for identify whole proof appropriate empirical with condition inclusions that have been determined previously for answer destination study / research nor hypothesis certain. Snyder (2019) also thinks study literature systematic is effective way for synthesize findings study to use show evidence at the meta level. Overview literature systematic implies election research or research aimed at for identify study main with give proof directly related with destination research.
Literature review can also be systematic used for uncover emptiness needed information _ for studied more continued. That thing said by Snyder (2019) as component important for create framework theoretical and building conceptual models. Besides that, study literature can also be systematic help clarify condition field research, determine something effect constant throughout research, as well as give recommendation about future studies (Davis et al., 2014). According to Davis, the method this could used for find level studies or characteristics sample what influences the current phenomenon studied, for example is studies conducted in something context culture shows different results by significant from studies conducted in context culture another. As for answer destination studies that have mentioned before, study this use approach systematic from method study literature systematically described by Snyder (2019). According to Snyder (2019), in arrange study literature systematic there is four stages, that is design, perform, analyze, and write study. In Step designing study, study this stick to the boundaries certain to use identify source that has relevance tall with the phenomenon studied.
3.2 Data Collection
Search strategy conducted with look for article journals that have pass peer-reviewed and published in the online ProQuest database. Publication site this chosen because provide study appropriate scientific with needs review References systematic this. Journal provided on line database the is journal indexed. Whole article character international and written in English. Search conducted with method enter keyword to machine search, then formulate criteria inclusion and exclusion for get article relevant and appropriate journal with needs study this. Keywords used for search are: brand experience; consumer behavior; communication strategy; covid; millennials; digital media; fashion; and luxury brands. Not there is limitation time applied publications. Search with keywords this find 42 articles journal .
18431 3.3 Final Dataset
A total of 42 articles journal found the read and review with see contents articles and sorted use method inclusion or inclusion and exclusion or exception. Filtering process or screening applied for identify relevant literature. According to Stapleton et al. (2020), filtering systematic is component important, however eat time, from the review process literature for identify source relevant evidence. The identification process begins with compose keywords search in search relevant journals on the online journal database site ProQuest. Based on the identification process the obtained 42 articles journal with relevance based on the selected keywords. Stages next is the eligibility process with read title and abstract from each journal. All title and abstract article read and analyze for evaluate suitability with destination research, after conducted reading text by thorough. this process leaving 9 articles journals and issued 33 journals that were not Fulfill condition relevance. Amount this equivalent with 21.42% of article journal found before. Next, analyze qualitative conducted with a dataset of 9 selected articles from the included process, where all these processes represented through the PRISMA Flowchart (Moher et al., 2009).
• Hasil yang terdapat pada online database (n = 42)
Identification
•Eligibility berdasarkan judul dan abstrak(n = 6)
• Jurnal yang tidak ligible setelah membaca teks keseluruhan(n = 35)
Eligibility
•Eligibility berdasarkan teks keseluruhan(n = 6)
Included
Figure 1. PRISMA flowchart literature retrieval
Online ProQuest database selected as source search because database the provide article required journal in research. Online other databases are not used in studies this because no succeed showing article relevant journal with research and quantity results search article journal using selected keywords no comparable with results found on the online database ProQuest. Search results show there are 9 articles relevant journal with the limitations that have been mentioned before. Then based on approach study literature systematically described by Snyder (2019), stages next is to do study to results search. Of the 9 journals found, all article journal has related discussion with the communication strategy carried out by fashion luxury brands to get maximum customer experience at the moment happening COVID-19 pandemic. Discussion made focus main nor have related issues with phenomenon that. Besides that, article obtained journal from results search everything has Q1 index. because of that, study this will use all 9 journals found from results search on the online ProQuest database. Stages next one will be conducted is analyze and write study. Findings as well as analysis studies will described in section next in study this.
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IV. Result and Discussion
4.1 Finding
Whole article journals (100%) published in journals that have Q1 ranking based on SCImago Journal & Country Rank. this site measure indicator scientific and journal based on stored information in the Scopus® database (Elsevier BV). Q1 is rating highest in SCimago. That is, all journals and publications have proven quality with has through good selection and peer- review.
Table 1. List of Journal Article Findings Included
No Judul Jurnal Penulis Tahun Publikasi Indeks
1
Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik
Castillo-Abdul, B., Bonilla-del-Río, M., &
Núñez-Barriopedro, E.
2021 Publications Q1
2
How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing
Jansom, A., &
Pongsakornrungsilp, S. 2021 Sustainability Q1
3
ADAPT OR DIE: THE ADOPTION OF DIGITAL MARKETING
BY FASHION SMMES IN SOUTH AFRICA
Nhuvira, C. E.; Dorasamy, N.2021
Journal of Management Information and Decision Sciences
Q1
4
Emotion or Information: What Makes Consumers Communicate about Sustainable Apparel Products on Social Media?
Son, J., Nam, C., & Diddi,
S. 2022 Sustainability Q1
5
Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach
Yang, Q., Hayat, N., Al Mamun, A., Makhbul, Z.
K. M., & Zainol, N. R.
2022 Plos one Q1
6
Improving the Economic Sustainability of the Fashion Industry: A Conceptual Model Proposal
Nikolic, D., & Kostic-
Stankovic, M. 2022 Sustainability Q1
7
Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies
Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S. M., Nordfält, J., Patrick, V. M., ... &
Olson, R.
2021 Journal of Retailing Q1
8 Luxury and Sustainability: Technological Pathways and Potential Opportunities
Ranfagni, S., & Ozuem,
W. 2022 Sustainability Q1
9
The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry
Park, C. I., & Namkung,
Y. 2022 Sustainability Q1
Whole article journal published in range time 2021 to 2022. This is because studies this focused on the COVID-19 pandemic. Studies find part big study discuss about existence change significant related to the communication strategy carried out by fashion luxury brands at this time affected by the COVID-19 pandemic. COVID-19 gives influence big on industry fashion luxury brands. In order to get survive, brand must could adapt because post pandemic, because of the power model work has shift Becomes work from home and shopping could conducted by on line through device mobile. With
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expansion technology mobile, online consumers have enjoyed and, demand various choice with very competitive price moment choose products and services (Jiang & Song, 2022).
Preference to style fashion certain proven impact on product, promotion, WOM, and behavior fashion lovers during the time of COVID-19 (Nikolic & Kostic -Stankovic, 2022). because of that, brand face increased pressure for ensure that experience shopping consumer through device mobile fun and productive increased brand experience (Jiang &
Song, 2022).
In increase brand experience, strategy used focus on entering digital influencer in electronic word-of-mouth (eWOM) strategy as online opinion leaders so that they can recommend brand as well as increase value and image they with hope digital influencer have strength for persuade consumer for buy supported brands. Luxury brands promote the brand through social media so you can reach circles millennial by wide. Besides that, brands also take advantage of technology like artificial intelligence (AI) to get maximum customer experience (Roggeveen, 2021).
Through the internet and social media, forming network facilitating socialinteraction Among brands and followers them, allow content and messages disseminated for reach more impact and commitment big to audience broad and increase involvement Among brands and followers (Castillo-Abdul et al., 2021). Activity marketing via social media could understood as four sub -dimensional namely: interaction, entertainment, adjustment, and trend. Activity social media marketing by significant influence awareness brand, image brand, and perceived quality. Brand image, perceived quality, and awareness brand have impact significant on loyalty attitudes and behaviors, such as love to brand and intention use return marketed brands (Park & Namkung, 2022; Yang et al., 2022). Power attract the influencers used for promote brand via social media start formation connection parasocial to followers, then follower accept perception considered value trusted and influential intention buy follower to marketed brands (Jansom & Pongsakornrungsilp, 2021).
Most digital marketing tools used by fashion luxury brands is a social media site such as Facebook, Instagram, and Twitter. mostly fashion luxury brands have websites however still character dynamic or static. This thing because benefits obtained from implementation of digital marketing strategies through social media have enough impact significant compared with a website (Nhuvira & Dorasamy, 2021). Brand in to do marketing need concentrate on aspects entertainment and customization social media marketing that can help reach awareness and image brand from consumers (Yang et al., 2022; Rrustemi & Baca; 2021).
4.2 Discussion Discussion
In increase brand experience consumer, brand or company must have a strategic communication strategy in accordance with target the market. Owner brand is very necessary for adjust its marketing strategy in order to maintain valuable consumers and enhance intention purchase return (Jansom & Pongsakornrungsilp, 2021). luxury brands many faces problem in communicate score brand they to consumer for give more understanding big about brand by as a whole (Ranfagni & Ozuem, 2022). Fashion luxury brands must pursue an aligned strategy with preference style fashion consumer from group target them. Consider fact that During COVID-19 pandemic, consumers more emotional, sensitive and passionate for could communication straight away. Communication strategy special and selection activity proper marketing must also be customized with different characters to style fashion. This thing will greatly affect connection Among consumers and brands, especially apply for circles fashion lover (Nikolic & Kostic -Stankovic, 2022).
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Luxury brands can utilise content brand on the network social as a communication strategy for reach audience target, remember During the COVID-19 pandemic, users’
network social more many uses it for entertainment and socializing with environment them. This thing makes it more easily accessible to them through this medium than through method conventional during the pandemic (Castillo-Abdul et al., 2021). Digital marketing is part important of business strategy moment this. Digital marketing considered as dominant tool for interesting consumers to buy product by online using supporting facilities like the internet. So that ensure success and survival business, especially in this digital era (Nhuvira & Dorasamy, 2021). Interaction is feature important thing that distinguishes social media from other types of media. Owned social media something brand provides the place for consumer for communicate by honest and friendly with brand also user another. Many fashion luxury brands have adopting social media as a medium of communication main with their target audience. Social media could Becomes room where user interact, communicate, and discuss with other people. This means that brand on social media is at in position special for give devotion emotional and experience entertain (Park
& Namkung, 2022). Develop marketing strategy for luxury brands on social media could increase favorable perception consumer, desire will luxury and intention buy (Jansom &
Pongsakornrungsilp, 2021).
Evolving COVID-19 pandemic has cause change big in scenario world economy, changing priorities and expectations global consumers will influence positives provided by activity business (Ranfagni & Ozuem, 2022). The COVID-19 pandemic has caused change substantial for fashion brands, which means they must adapt with changing environment and consumers (Nikolic & Kostic -Stankovic, 2022). Fashion luxury brands followed by young conscious targets will trend fashion, which is usually influenced by influencers fashion or leader fashion on social media (Jansom & Pongsakornrungsilp, 2021). Fashion companies try their best for look for know which needs should they finish for each persona and for increase experience customer them. one more aspect they put in in strategy and segmentation they are preference style fashion. With access to information that seems not there is it's over over the Internet, modern consumers have good information and interested for support fashion company that reflects their fashion style and personality (Nikolic &
Kostic -Stankovic, 2022). very important for companies operating in the industry fashion for understand how behavior consumer has change and preferences consumer what gives impact, for anticipate behavior consumers and for improve work process brand (Park &
Namkung, 2022).
Trends and styles positioned by the brand could interesting more many consumers from range older age young because favorite they to trend new and trendy brands (Yang et al., 2022). Position digital marketing is as tool important for communicate brand luxurious market leading with more audience young (Castillo-Abdul et al., 2021) . Selected digital media as most efficient tool for business for communicate and market product with customer During policy COVID-19 quarantine, giving access easy to accurate, interesting, and useful information (Nhuvira & Dorasamy, 2021). Consumer more interested in the brand that creates experience pleasant good from aspect consumption nor service. Social media could Becomes the space where the user interact, communicate, and discuss with other people. That is, brands on social media are at in position special for give devotion emotional and experience entertain (Park & Namkung, 2022).
Social media marketing empowers company business for produce activity equity perceived and building brand ideas between consumer for Keep going use products and services company (Yang et al., 2022). Build digital relationship with consumer have influential influence on adoption and intention buy for luxury fashion brand (Ranfagni &
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Ozuem, 2022). Brand fashion has using social media for interesting consumer (Son et al., 2022). Fashion luxury brands at first reject internet marketing, however they realize that Millennials born in the digital world don't could see reality without internet, so they must change strategy and adapt with trend moment this (Nhuvira & Dorasamy, 2021). Many fashions luxury brands, have make Twitter, Facebook, Instagram accounts and even TikTok account for adapt with climate new to get create connection best with consumer them. TikTok is an outlet for expression self and creativity as well as the place for find fashion ideas (Nikolic & Kostic -Stankovic, 2022). Furthermore, for increase impact social media marketing, very important for consumer for interact (example: like, share, comment, revise) with other members on social media platforms. Social media interactions consumer like that has proven create many same viral contents the effect with promotion directly by influencer marketing (Son et al., 2022). Social media influence to interaction they via digital platforms no only limited create a " paradigm " new” in buy fashion. It also aims for increase marketing fashion, including service customer experience representative, and choice advertisement creative and opportunity business new (Castillo-Abdul et al., 2021).
V. Conclusion
Like many industries creative other, industry fashion face extraordinary changes, difficulties, and challenges normal During COVID-19 pandemic. The COVID-19 pandemic has caused change substantial for fashion brands, which means they must adapt with changing environment and consumers (Nikolic & Kostic - Stankovic, 2022). In literature that discusses communication strategies in increase brand experience consumers, fashion luxury brands really need for adjust its marketing strategy in order to maintain valuable consumers and enhance intention purchase back. among millennial demand that the brand favorite they could easy accessed however maintain its aura of luxury. Respond Thing this, luxury brands can utilise digital marketing as tool important for communicate brand luxurious market leading with more audience young. Selected digital media as most efficient tool for business for communicate and market product with customer During policy COVID-19 quarantine, giving access easy to accurate, interesting, and useful information. In social media context, if brand could create designed marketing with good for their target audience, they could produce equity brand based on strong customer with give experience satisfied customers.
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