Emerging masculinities in Chinese luxury social media marketing

@article{Jiang2019EmergingMI,
  title={Emerging masculinities in Chinese luxury social media marketing},
  author={Jiani Jiang and Bruce A. Huhmann and Michael R. Hyman},
  journal={Asia Pacific Journal of Marketing and Logistics},
  year={2019},
  volume={32},
  pages={721-745}
}
The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies.,Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire). Study 2 examines the prevalence of and Chinese consumers’ responses (reposts, comments and likes) to different masculinities depicted in… 

Social media and luxury: A systematic literature review

Luxury, historically an exclusive, rare and elitist phenomenon, is changing. This is predominantly driven by technological developments, particularly social media, and the rising level of consumer

The Marketing Strategies for Chanel to Cater to the Youth Aesthetic

With the development of China's economy and education, more and more young consumers are gradually becoming the mainstream of social consumption. By applying the Marketing mix theory, this paper

How Can We Minimize Visual Stereotypes in Ads?

Abstract Because ever-shifting sociohistorical contexts compel their construction, distribution, and interpretation, visual stereotypes (VSs) in ads may have multiple meanings and changing

References

SHOWING 1-10 OF 57 REFERENCES

Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention

Abstract Luxury brands have always been fashion industry leaders, with admirable aesthetic value and innovative yet traditional business management. The brands constantly struggle to secure profits

What makes fashion consumers “click”? Generation of eWoM engagement in social media

Purpose The purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its

Talking Fashion in Female Friendship Groups: Negotiating the Necessary Marketplace Skills and Knowledge

This study revisits contexts of consumer socialization by focusing on fashion consumption among female teenagers. Focus groups and interviews have been utilized to collect data from 12- to

Television Commercials as a Lagging Social Indicator: Gender Role Stereotypes in Korean Television Advertising

Previous studies of mass media in many countries have confirmed that images of women are stereotypical and unrealistic, particularly in television advertising. This study was designed to analyze the

Luxury branding: the industry, trends, and future conceptualisations

Purpose – The purpose of this paper is to examine the emergence of a global luxury brand industry and discusses previous conceptualisations of luxury brands. In this endeavour, the study illustrates

Antecedents of luxury brand purchase intention

Purpose – There has been considerable research into the global phenomenon of luxury brand consumption, but relatively few studies have empirically explored key relationships influencing purchase

An Analysis of Hyper-Masculinity in Magazine Advertisements

Hyper-masculinity is a gender-based ideology of exaggerated beliefs about what it is to be a man. HM consists of four inter-related beliefs, namely toughness as emotional self-control, violence as

Gender-Role Portrayals in Television Advertising Across the Globe

It is concluded that gender stereotypes in TV advertising can be found around the world and does not depend on the gender equality prevalent in a country, and the role of a specific culture in shapingGender stereotypes in television advertising is thus smaller than commonly thought.

Strutting Like a Peacock: Masculinity, Consumerism, and Men’s Fashion in Toronto, 1966-72

Abstract:This essay examines advertisements and editorials in The Globe and Mail and the Toronto Star during the peacock revolution in Toronto between 1966 and 1972. The peacock revolution was a mass
...