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IJCRR - 9(19), October, 2017

Pages: 19-25

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Identifying and Analyzing Interactive Media Contact Points in Context of Fashion Brands

Author: Ridhima Bhanot Sharma, Marshal Mukesh Sahni, Vibha Dua Satija

Category: General Sciences

Abstract:The transformation that fashion market has achieved in this period is phenomenal. Traditional marketing exists but is gradually losing the market share. Marketers and fashion brand managers are thus reconsidering the communication strategies from Digital Media perspective. The aim of this research is to develop and validate a measurement scale for understanding consumer's perception of interactive media contact points in context of fashion brands. This research involves survey responses from 378 fashion consumers. A three dimensional 40-item scale was developed based on literature review and expert opinions. The study presents the complete process of scale development and validation suggested by DeVellis, 1991 as well as implications of the main findings.

Keywords: Interactive Media, Contact Points, Fashion, Brand Communication, Digital Media, IMC, Touchpoints, Scale Development

Full Text:

Abbreviations

IMCP - Interactive Media Contact Point

IMC - Integrated Marketing Communication

AVE - Average variance extracted

CR - Composite Reliability

 

 

Introduction

Fast moving technologies are offering pool of opportunities for marketers to look at. It is no more a traditional path that a customer will adopt to buy a product. There is no predetermined channel or way that a marketer can expect a customer to follow. It is a 360 degrees contact point revolution that has occurred as a result of digitization. Marketers are surrounded by a range of multiplying contact points where customers are directly or indirectly interacting with the brand and coherent understanding of which contact point is delivering what is debatable. The complexity of coordinating across swarm of Interactive Media contact points (IMCP) is a challenging quest.

Ron Shevlin, author of 'Everything They've Told You About Marketing Is Wrong' and an analyst at Aite Group, LLC defines contact points as repeated interactions of the consumer that strengthen the emotional, psychological and physical connect of a brand. The broader definition of marketing communication rightly covers the various aspect of ongoing, interactive; cross functional (Duncan and Mulhern 2004) contact points (or touchpoints). Seeing the enormous popularity of the digital interactive media and its applications, it would not be wrong in saying that the contact point analysis in the marketing communication in the near future should happen through the Interactive Media Contact Points (IMCP) study. This study not being in place, new client acquisitions, brand positioning, imagery and visibility, possessing a strong hand over the competitors would be at stake. Thus, IMCP can be defined as any points or marketing activity on a digital interactive platform where you can communicate with your audience, customer, prospect or web user or "All consumer interaction platforms which cater to 2-way effective communication act as a part of Interactive Media Contact Point".

 

Fashion trends and styles are ever changing and "fashion brands and retailers are struggling to find the right business model answers" (Rinnebach and Richter, 2014). A successful fashion brand must inspire its audience. New media is "drastically changing the dialogue about fashion whereby we can upon our on-demand desire for trends and gain access to them anytime, anywhere, and on any platform" (How Fashion Trends are Being Dictated by Social Media Trends. Retrieved from https://blog.ketchum.com/how-fashion-trends-are-being-dictated-by- social-media-trends/ (2012, Oct 26)Interactive media is changing the way fashion is presented. "The way that we shoot it, the way that we showcase it and the way that we make the clothes and design them has changed," Wang said (Schneier, 2014). Thus the research paper focusses upon the identification and analysis of IMCP for fashion brands that have come in picture as a result of the popularity gained by the Interactive Media.

Literature Review

Evolution of Brand Communication

The concept of Interactive Media is derived from the Integrated Marketing Communication (IMC). Steenkamp and Geyskens (2006) found that interactivity and brand learning is directly related to each other, greater interactivity promotes greater brand learning through better information assimilation and could help companies forge cognitive and emotional bonds with their brand users. Belch and Belch (2009) found that IMC plays a major role in developing sustainable brand identity and equity. Merriam-Webster's dictionary redefined the classical definition of marketing as "the process or technique of promoting, selling, and distributing a product or service” by constituting communication as an interchange of thoughts, opinions and information by means of medium. The idea of Integrated Marketing Communication has been in discussions since last two decades (Schultz and Barnes 1999; Schultz 2003; Shimp 2007). The concept initiated from Integrated Marketing Communication and is now transforming towards interactive and engagement models (Swain, 2004).

Businesses cannot solely depend on one single medium when it comes to communication with its customers. Synchronous use of various forms of mediums is required due to alliance existing between them (Naik, Mantrala, and Sawyer, 1998; Naik and Raman, 2003). As rightly said, we cannot choose one of the two - Traditional or Digital. It has to be a mix of both depending upon the nature of the business. The explorative study on the simultaneous use of mediums is now the prime focus of many researchers (Nowak, Cameron, and Krugman, 1993) (Stammerjohan, Wood, Chang, and Thorson, 2005).

Integrated marketing communication in the following years of research got retransformed by the increasing involvement of customers on digital platforms. Prior theories and literature identifies several studies related to digital contact point(Agichtein et. al, 2008; Ahlqvistet.al., 2008; Kaplan and Haenlein, 2010; Perdue, 2010; Rumman and Alhadid, 2014).(Schivinski and D?browski, 2015) studied the effect of firm created social media communication and user generated social media communication on consumer perception and brand equity. (Christodoulides and Chernatony, 2004) concentrated his study on one of the Interactive Media Contact Point apart from Social Media i.e. Website. (Bushelow, 2012) expanded the vision and concentrated the study on Facebook fan pages which were termed as Online Brand Communities. Bushelow's research envisaged the relationship between Facebook Fan Page Interactions and Brand Loyalty. (Berger and Milkman, 2012) investigate the relationship between article characteristics and blogging. The studies only focus on few IMCP, whereas in the present scenario 'integrated marketing paradigm focuses on the full set of contacts that affect the consumer's brand experience' (Calder and Malthouse, 2005) which has led to theory related gap.

Contact Points Categorization

Shopping behavior, be it physical or over the Internet is always affected by the responsiveness and the encounters. Positive word of mouth is the result of the positive perusal of offline/online buying. Contact points (or touch points) have thus been area of interest for researchers and practitioners. Several categorizations for contact points have been proposed in the past - based upon the customer experience - Pre-Purchase, During-Purchase and Post-Purchase (Dunn and Davis, 2004), based on control - controllable, influenceable and uncontrollable (Martenson, 2008), based on purchase point of view - One to One, Point of Sale, Indirect, and Mass Media (Spengler et al., 2010), based on origin - company created, intrinsic, unexpected, customer-initiated and based on operation - Functional, Social, Community, Corporate and based on media channels - paid/bought (e.g. Banners, Search Engine Advertising, Advertorials, Interactive television), owned (e.g. b2c website, b2b website, web shop, mobile web, mobile app, tablet app, e-mail, interactive point of sale, narrowcasting, desktop widgets, embedded software, campaign site, affiliates, sales content, social media) and earned (e.g. Social Media, Viral Campaigns, Blogs and News.)(Frampton, 2014).

With emerging communication channels such as online and mobile phones, marketers must constantly examine functionality in relation to consumer need, to discover new and exciting ways to engage them (Wyner, 2006). However, with fragmentation of markets and traditional communication channels, such as mass media, it is progressively more difficult for marketers to execute meaningful and measurable communications to target groups and individuals. There are some practical difficulties in agreeing with the theory that necessarily all brand contact points must be used. For instance, the cost or the budget will clearly escalate. And as Ries and Ries (2005) explain that the brand communications arena is highly competitive and cluttered. The result is proliferation of communication messages directed at the consumers, creating communication overload. We live in an over communicated society. (Shultz and Barnes, 2002) observe too many messages, too many advertisers, too much noise, and too much stimulation to the consumer. Therefore, selection of the most appropriate contact points would be a more pragmatic approach.

Methodology

An initial qualitative study based on a review of literature and interviews of experts from fashion industry was conducted to generate list of IMCP for fashion brands. Next, the scale was refined and administered to fashion consumers.

Data Gathering

The aim of the study is to identify Interactive Media contact points for fashion brands and develop a scale to measure consumer's perception of IMCP in context of fashion industry. Validity of the content relates to how illustrative the items of the latent construct are in defining the purposive statements. Pilot testing of the scale was carried out by Digital Media experts from fashion industry and keeping their recommendations in mind 40-item scale was formed. The scale was then tested on sample of 378 respondents to further carry out the reliability and validity tests.

Scale Description

Table 1 - Description of the Measurement Scale

Component

Items

Labels

Website/Blogs

IMCP1

"Fashion Brand's website is the prime source of information for the brand.”

IMCP2

"Interactive fashion websites are more appealing than plain text.”

IMCP3

"You consider content on blogs as important source of information for fashion brands.”

IMCP4

"Content on blogs is relatable, real and consistent.”

IMCP5

"Discussions on blog posts are worthy of a look.”

Advertisements

IMCP6

"Advertisements appearing on search engine's (Google/Yahoo/Bing) result page for your typed fashion query are appropriate.”

IMCP7

"Display advertisement of fashion products attracts your attention.”

IMCP8

"Advertisement being sponsored or non-sponsored does not affect your buying process.”

Social Media

IMCP9

"Browsing through Facebook official fashion brand's pages gives you information about the brand.”

IMCP10

"Twitter tweets and mentions keep you updated with news from the fashion industry.”

IMCP11

"Instagram post relates you to fashion brand's updates and trends.”

IMCP12

"Snapchat short stories by fashion brands are engaging.”

IMCP13

"Websites like Pinterest and Roposso provides you valuable info related to fashion brands.”

IMCP14

"Video post by fashion brands (Youtube/Vimeo/Vine) enriches your experience with the brand.”

IMCP15

"Videos by fashion brands give a realistic product view of the brand's product.”

Forums and  Groups

IMCP16

"Positive word of mouth from peers elevates your likelihood towards a fashion brand.”

IMCP17

"Online feedbacks and reviews for fashion brand are influence able.”

IMCP18

"Celebrity endorsement by fashion brand makes it more relatable to the audience.”

Mobile

IMCP19

"Fashion Brand's mobile apps keep you in continuous touch with the brand.”

IMCP20

"Buying process through a mobile app is more convenient and simpler.”

IMCP21

"Advertisements on play store or ios store catch your eyes.”

IMCP22

"Browsing fashion through mobile phones or tablets is convenient and comfortable.”

Customer Service

IMCP23

"Contact us section/tab should be easily navigable.”

IMCP24

"Live Chat option on fashion brand's website makes the buying process convenient.”

Product Information

IMCP25

"You look at detailed description of the product and quality/fabric of the material while considering a fashion brand.”

IMCP26

"Presence of appropriate size chart impacts your purchasing process.”

IMCP27

"360 degree video of the product makes your selection stronger.”

IMCP28

"Appropriate resolution of images and 4X Zoom features are useful in understanding the details.”

Virtual Mirror

IMCP29

"Virtual mirror on fashion website provides you the exact fit and look to great extent.”

IMCP30

"3D Imaging and Virtual Mirror reduces the chances of returns/refunds.”

IMCP31

"Virtual mirror reduces the evaluation time during your buying process.”

Payments

IMCP32

"You consider secured payment gateways and options for using all types of cards/e-wallets while purchasing fashion products.”

IMCP33

"Option of cash on delivery effects your purchase decision.”

IMCP34

"Convenient Return/Refund policies of fashion brands ease out the decision process.”

Communication

IMCP35

"Informative emails by fashion brands (Tips/Styles/Trends) create a positive brand image.”

IMCP36

"Discounts and offers in emails attract your attention.”

IMCP37

"Asking for feedback on the product/ rating your experience make you considerate of the fashion brand.”

Loyalty

IMCP38

"Post purchase loyalty benefits - memberships/points are welcomed by you.”

IMCP39

"Emails create top of mind recall for the fashion brand.”

IMCP40

"SMS/Whatsapp notification by fashion brands drives your loyalty towards the brand.”

Sample and Data Collection -

The survey was posted on the site - surveymonkey.com. The link to the survey was then constantly shared on social networking sites - Facebook, Instagram, Twitter, Whatsapp Groups during the span of 3 months (September'2016 to November'2016). Emails were sent to people to respond to the survey link. Respondents were regular online shoppers selected through convenience sampling. Facebook Fan Pages were approached to share the survey. Those who filled the survey were then encouraged to circulate it further with their friends, family and colleagues. A total of 437 surveys were collected, out of which 378 were completely filled usable surveys.

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A Study by Chen YY and Ghazali SRB entitled "Lifetime Trauma, posttraumatic stress disorder Symptoms and Early Adolescence Risk Factors for Poor Physical Health Outcome Among Malaysian Adolescents" is awarded Best Article of Vol 13 issue 04 Special issue on Current Updates in Plant Biology to Medicine to Healthcare Awareness in Malaysia
A Study by Kumari PM et al. entitled "Study to Evaluate the Adverse Drug Reactions in a Tertiary Care Teaching Hospital in Tamilnadu - A Cross-Sectional Study" is awarded Best Article for Vol 13 issue 05
A Study by Anu et al. entitled "Effectiveness of Cytological Scoring Systems for Evaluation of Breast Lesion Cytology with its Histopathological Correlation" is awarded Best Article of Vol 13 issue 04
A Study by Sharipov R. Kh. et al. entitled "Interaction of Correction of Lipid Peroxidation Disorders with Oxibral" is awarded Best Article of Vol 13 issue 03
A Study by Tarek Elwakil et al. entitled "Led Light Photobiomodulation Effect on Wound Healing Combined with Phenytoin in Mice Model" is awarded Best Article of Vol 13 issue 02
A Study by Mohita Ray et al. entitled "Accuracy of Intra-Operative Frozen Section Consultation of Gastrointestinal Biopsy Samples in Correlation with the Final Histopathological Diagnosis" is awarded Best Article for Vol 13 issue 01
A Study by Badritdinova MN et al. entitled "Peculiarities of a Pain in Patients with Ischemic Heart Disease in the Presence of Individual Combines of the Metabolic Syndrome" is awarded Best Article for Vol 12 issue 24
A Study by Sindhu Priya E S et al. entitled "Neuroprotective activity of Pyrazolone Derivatives Against Paraquat-induced Oxidative Stress and Locomotor Impairment in Drosophila melanogaster" is awarded Best Article for Vol 12 issue 23
A Study by Habiba Suhail et al. entitled "Effect of Majoon Murmakki in Dysmenorrhoea (Usre Tams): A Standard Controlled Clinical Study" is awarded Best Article for Vol 12 issue 22
A Study by Ghaffar UB et al. entitled "Correlation between Height and Foot Length in Saudi Population in Majmaah, Saudi Arabia" is awarded Best Article for Vol 12 issue 21
A Study by Siti Sarah Binti Maidin entitled "Sleep Well: Mobile Application to Address Sleeping Problems" is awarded Best Article for Vol 12 issue 20
A Study by Avijit Singh"Comparison of Post Operative Clinical Outcomes Between “Made in India” TTK Chitra Mechanical Heart Valve Versus St Jude Mechanical Heart Valve in Valve Replacement Surgery" is awarded Best Article for Vol 12 issue 19
A Study by Sonali Banerjee and Mary Mathews N. entitled "Exploring Quality of Life and Perceived Experiences Among Couples Undergoing Fertility Treatment in Western India: A Mixed Methodology" is awarded Best Article for Vol 12 issue 18
A Study by Jabbar Desai et al. entitled "Prevalence of Obstructive Airway Disease in Patients with Ischemic Heart Disease and Hypertension" is awarded Best Article for Vol 12 issue 17
A Study by Juna Byun et al. entitled "Study on Difference in Coronavirus-19 Related Anxiety between Face-to-face and Non-face-to-face Classes among University Students in South Korea" is awarded Best Article for Vol 12 issue 16
A Study by Sudha Ramachandra & Vinay Chavan entitled "Enhanced-Hybrid-Age Layered Population Structure (E-Hybrid-ALPS): A Genetic Algorithm with Adaptive Crossover for Molecular Docking Studies of Drug Discovery Process" is awarded Best article for Vol 12 issue 15
A Study by Varsha M. Shindhe et al. entitled "A Study on Effect of Smokeless Tobacco on Pulmonary Function Tests in Class IV Workers of USM-KLE (Universiti Sains Malaysia-Karnataka Lingayat Education Society) International Medical Programme, Belagavi" is awarded Best article of Vol 12 issue 14, July 2020
A study by Amruta Choudhary et al. entitled "Family Planning Knowledge, Attitude and Practice Among Women of Reproductive Age from Rural Area of Central India" is awarded Best Article for special issue "Modern Therapeutics Applications"
A study by Raunak Das entitled "Study of Cardiovascular Dysfunctions in Interstitial Lung Diseas epatients by Correlating the Levels of Serum NT PRO BNP and Microalbuminuria (Biomarkers of Cardiovascular Dysfunction) with Echocardiographic, Bronchoscopic and HighResolution Computed Tomography Findings of These ILD Patients" is awarded Best Article of Vol 12 issue 13 
A Study by Kannamani Ramasamy et al. entitled "COVID-19 Situation at Chennai City – Forecasting for the Better Pandemic Management" is awarded best article for  Vol 12 issue 12
A Study by Muhammet Lutfi SELCUK and Fatma entitled "Distinction of Gray and White Matter for Some Histological Staining Methods in New Zealand Rabbit's Brain" is awarded best article for  Vol 12 issue 11
A Study by Anamul Haq et al. entitled "Etiology of Abnormal Uterine Bleeding in Adolescents – Emphasis Upon Polycystic Ovarian Syndrome" is awarded best article for  Vol 12 issue 10
A Study by entitled "Estimation of Reference Interval of Serum Progesterone During Three Trimesters of Normal Pregnancy in a Tertiary Care Hospital of Kolkata" is awarded best article for  Vol 12 issue 09
A Study by Ilona Gracie De Souza & Pavan Kumar G. entitled "Effect of Releasing Myofascial Chain in Patients with Patellofemoral Pain Syndrome - A Randomized Clinical Trial" is awarded best article for  Vol 12 issue 08
A Study by Virendra Atam et. al. entitled "Clinical Profile and Short - Term Mortality Predictors in Acute Stroke with Emphasis on Stress Hyperglycemia and THRIVE Score : An Observational Study" is awarded best article for  Vol 12 issue 07
A Study by K. Krupashree et. al. entitled "Protective Effects of Picrorhizakurroa Against Fumonisin B1 Induced Hepatotoxicity in Mice" is awarded best article for issue Vol 10 issue 20
A study by Mithun K.P. et al "Larvicidal Activity of Crude Solanum Nigrum Leaf and Berries Extract Against Dengue Vector-Aedesaegypti" is awarded Best Article for Vol 10 issue 14 of IJCRR
A study by Asha Menon "Women in Child Care and Early Education: Truly Nontraditional Work" is awarded Best Article for Vol 10 issue 13
A study by Deep J. M. "Prevalence of Molar-Incisor Hypomineralization in 7-13 Years Old Children of Biratnagar, Nepal: A Cross Sectional Study" is awarded Best Article for Vol 10 issue 11 of IJCRR
A review by Chitra et al to analyse relation between Obesity and Type 2 diabetes is awarded 'Best Article' for Vol 10 issue 10 by IJCRR. 
A study by Karanpreet et al "Pregnancy Induced Hypertension: A Study on Its Multisystem Involvement" is given Best Paper Award for Vol 10 issue 09

List of Awardees

A Study by Ese Anibor et al. "Evaluation of Temporomandibular Joint Disorders Among Delta State University Students in Abraka, Nigeria" from Vol 13 issue 16 received Emerging Researcher Award


A Study by Alkhansa Mahmoud et al. entitled "mRNA Expression of Somatostatin Receptors (1-5) in MCF7 and MDA-MB231 Breast Cancer Cells" from Vol 13 issue 06 received Emerging Researcher Award


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International Journal of Current Research and Review (IJCRR) provides platform for researchers to publish and discuss their original research and review work. IJCRR can not be held responsible for views, opinions and written statements of researchers published in this journal

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