Papers by Dr Delia Vazquez
Springer texts in business and economics, 2023
International Journal of Information Management, 2020
Using mobile devices for additional information search before, during and after watching televisi... more Using mobile devices for additional information search before, during and after watching television (either factual news or fictional TV series)-is an increasingly significant information management phenomenon. This activity has been recognised by both TV media executives and academia as 'second screen' activity. This paper develops and tests a 'parasocial interaction-impulse buying'-model that captures the behaviours of consumers watching a Chinese TV drama series. These audience-consumers were also engaging extensively (most on a daily basis) during the broadcast period with series related influencer social media activities on a second screen. A structural equation model was developed to analyse the data. Findings indicate that TV series audience consumers who are also highly engaged with influencer-consumer 'second screen' content are likely to experience positive narrative involvement leading to engagement in parasocial interaction behaviours and ultimately impulse buying behaviour. These findings have implications for managers by providing insights into (1) the effects of influencer second screen content (2) the processes by which consumers' involvement in a TV show's narrative leads to impulse buying of products. Thus, influencer related second screen consumer engagement should be considered a significant opportunity for marketers, as such activity makes consumers become more involved in the characters and the narrative of a particular TV show, leading to increased impulse buying.
International Journal of Business and Globalisation, 2019
Products and brands placed within the story context of popular TV series have long been identifie... more Products and brands placed within the story context of popular TV series have long been identified as significant discussion topics with TV audiences (Noguti and Russell, 2008). This discussion is particularly developed when TV series feature empathic characters that are attractive to large numbers of viewers (Noguti and Russell, 2015). Para-social relationships are often developed between audiences and their favourite characters (Russell and Stern, 2006), which can influence audiences' evaluation and consumption of products/brands placed within a TV series. This study investigates the effectiveness of social media communication of products/brands from a highly popular Chinese TV series on audiences' purchase intention behaviour. An online survey (n=150) was conducted to analyse the links connecting Parasocial relationships between TV audiences with the characters, and audiences' purchase intention and product/brand evaluations. The results indicate that consumers develop Parasocial relationships with TV characters that positively affect their social media purchase intentions.
Computers in Human Behavior, 2017
and Zhang, Yizhong (2017) Understanding the effect of smart retail brand-consumer communications ... more and Zhang, Yizhong (2017) Understanding the effect of smart retail brand-consumer communications via mobile instant messaging (MIM)-an empirical study in the Chinese context. Computers in Human Behavior, 77. pp. 425-436.
International Journal of Retail & Distribution Management, 2012
Creativity and Marketing: The Fuel for Success
The competitive luxury market raises higher requirements for luxury brands to effectively involve... more The competitive luxury market raises higher requirements for luxury brands to effectively involve young generations in creating and endowing meanings to products, services and experiences. Several researchers suggest that art experiences create a fertile source of co-creation practices for cultural customers as they could engage in cognitive, emotional and imaginal activities to endowing meanings to products or services. Hence, bridging art and luxury is of significance for luxury brands to create value and engage their customers. This chapter delivers the essence of value for luxury brands and their customers and focusses on how luxury brands deploy art-based initiatives as a favourable technique in which value co-creation takes place.
Augmented Reality and Virtual Reality
Online shopping environments are becoming more interactive as technology advances. As a result, i... more Online shopping environments are becoming more interactive as technology advances. As a result, it is necessary to explore marketing theories and neuro scientific explanations to why this is the case. A reviewed approach of consumer engagement to online interactive shopping environments is considered in this chapter. The online interactive elements of traditional fashion websites that are considered includes; social media, browsing and videos. Measurements of consumer engagement are reviewed via marketing consumer engagement theories (CE) and a cognitive neuroscience technique using an Electroencephalogram (EEG) (A non-invasive procedure measuring the brain's electrical activity). ASOS.com, the U.K. top fashion online pure player, is used as a preliminary research study, the results demonstrate that engagement is significantly different in social media, video and browsing tasks and browsing for jackets online elicits more engagement. Originality of this research stems from the novel way to look at engagement and the ability to combine traditional and non-traditional marketing methods thus addressing emerging fields of the future such as virtual shopping.
Social Commerce, 2019
Social media has been widely adopted by retailers and consumers, completely changing the nature o... more Social media has been widely adopted by retailers and consumers, completely changing the nature of communication between them (Shi et al. 2016). However, there is a lack of understanding about social commerce (s-commerce) due to its early stage of development, particularly in terms of different markets and cultures. Consumers from different cultures may react differently to the same content delivered by retailers on social media, and so a type of behaviour observed in one country may not be generalisable to others. Therefore, a review of the impact of culture on social media and s-commerce is necessary, which this chapter provides, specifically focusing on the Chinese market.
Purpose The purpose of this paper is to investigate fashion user-generated social stimulus (UGSS)... more Purpose The purpose of this paper is to investigate fashion user-generated social stimulus (UGSS) in online shopping environments. Research questions regarding consumers' perceptions, experiences and potential shopping outcomes are addressed. Theoretical background Environments can influence consumers' emotional states and shopping behaviour in the Stimulus-Organism-Response theory (Donovan and Rossiter, 1982). Online activities which involves engagement (Brodie et al., 2013) suggests factors in online environments can affect consumer experiences and their shopping behaviour online (Rose et al., 2012). Design/Methodology/Approach A methodology using in-depth interviews with photoelicitation techniques is proposed. The study seeks to explore female fashion consumers' perceptions of two forms of UGSS identified from the ASOS Fashion Finder website, and to understand consumers' stimulated experiences (Epstein et al., 2006) and shopping behaviour by the UGSS. Originality...
Journal of Fashion Marketing and Management, 2020
PurposeThe purpose of this study is to analyse online consumers' experiential responses towar... more PurposeThe purpose of this study is to analyse online consumers' experiential responses towards visual user-generated content in social commerce fashion online shopping environments. The study develops and tests a UGC OCE framework incorporating aesthetic and relational experiential paths in the OCE.Design/methodology/approachThis paper adopts a quantitative approach to examine fashion consumers experiential responses to UGC content. The sample comprised 555 respondents recruited via a consumer panel. SEM analysis was employed to analyse and test the framework model.FindingsThe findings illustrate that consumers are initially stimulated by an aesthetic experience, which then triggers a combination of relational, emotional and interactive experiences in fashion social commerce. The study extends the S-O-R framework by integrating it to the experiential “path” that indicates the series of experiences consumers encounter. Using S-O-R, the study presents the consumers' online ex...
The purpose of this study is to explore online consumers' experiential response towards visua... more The purpose of this study is to explore online consumers' experiential response towards visual user-generated content in online shopping environments for fashion online shopping. The Stimulus-Organism-Response (S-O-R) framework has been widely used online shopping environment studies to examine the effect of website attributes on online shoppers' internal affective and cognitive states, and shopping behaviour (Kawaf & Tagg, 2012). Recent literature in the field proposes a more holistic model of online experiences (e.g., Pentina, Amialchuk, & Taylor, 2011) which is conceptualise to mediate the relationship between website attributes and behavioural responses. Consumer experience is regarded a critical concept in consumer behaviour and marketing in order to understand consumers and create competitive advantage in online retailing (Schmitt, 2010). Building on existing online shopping environment research, the study conceptualises online experiences for fashion online. The explo...
Progress in IS, Sep 7, 2017
Online shopping environments are becoming more interactive as technology advances. As a result, i... more Online shopping environments are becoming more interactive as technology advances. As a result, it is necessary to explore marketing theories and neuro scientific explanations to why this is the case. A reviewed approach of consumer engagement to online interactive shopping environments is considered in this chapter. The online interactive elements of traditional fashion websites that are considered includes; social media, browsing and videos. Measurements of consumer engagement are reviewed via marketing consumer engagement theories (CE) and a cognitive neuroscience technique using an Electroencephalogram (EEG) (A non-invasive procedure measuring the brain's electrical activity). ASOS.com, the U.K. top fashion online pure player, is used as a preliminary research study, the results demonstrate that engagement is significantly different in social media, video and browsing tasks, browsing for jackets elicited more engagement. Originality of this research stems from the novel way to look at engagement and the ability to combine traditional and non-traditional marketing methods thus addressing emerging fields of the future such as virtual shopping.
Social Commerce
Fashion-based social shopping sites make extensive use of sharing features via user-generated con... more Fashion-based social shopping sites make extensive use of sharing features via user-generated content (UGC). A notable feature of UGC in online fashion includes “Looks” features, which is defined as photographs of individuals in a styled setting. These photographs can be perceived as a form of visual self-presentation of the customers’ fashion style, outfit, or even a display of taste (McQuarrie et al. 2013). As consumers continue to search for innovative experiences and technologies (Lowe and Alpert, Technovation, 45–46, 1–14, 2015), it is a strategic priority for retailers to develop effective social commerce techniques regarding effective online consumer engagement. This chapter explores the dimensions of consumer experiential response stimulated by visual UGC in a social commerce context.
Journal of Global Fashion Marketing
Online fashion retailing is a major growth area. Innovative online fit and sizing technologies th... more Online fashion retailing is a major growth area. Innovative online fit and sizing technologies that facilitate purchase continue to develop and launch, however, problems associated with digital expectations of fit and size in consumer decision-making, remain unresolved. This research focuses on 20 prominent fit and size technologies from a sample of 30, and uses content analysis to examine website design and operation. Content analysis combined with an extended literature review enables the linking of academic theory and practice. The research provides discussion for best-practice utilisation of fit and sizing technology through the Omni-fit model, which accounts for the combination of technological approaches, and the emerging influence of augmented and virtual reality fashion technology. The results include the need for improvements to 3D visualisation, user experience, and online customer relationship management of existing websites, aligned with Omni-channel retailing practice.
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Papers by Dr Delia Vazquez
This paper considers the concept of Fashion Blogging as a form of Personal Branding. Online consumers have increasingly become blog audiences as they gravitate towards media rich consumption-related, participative online activities. This research explores the fashion blogger-brand phenomenon and presents a framework depicting fashion blogging as part of a personal branding process. A thematic analysis of interview narratives from bloggers about their experiences of creating and sustaining their blogs was conducted. The findings illuminate the links that holds fashion blogging as personal brands through three key dimensions: personal identification, promotion/communication, and relationship management. Authenticity was a significant element that can amplify the relationship between a personal brand and its audiences. The paper presents a strategic model outlining the opportunities for bloggers and businesses to co-create engaging brand experiences by working together.