HOW DOES IDENTITY-BASED CONSUMER BEHAVIOR ON CHINESE GENERATION Y MOLD THE LUXURY BRAND’S DOUYIN MARKETING STRATEGY? / Jinyi XIONG / 2020

Titre : HOW DOES IDENTITY-BASED CONSUMER BEHAVIOR ON CHINESE GENERATION Y MOLD THE LUXURY BRAND’S DOUYIN MARKETING STRATEGY? Type de document : Mémoire Auteurs : Jinyi XIONG, Auteur Année de publication : 2020 Importance : 61 p. Langues : Anglais (eng) Mots-clés : Management CHINE ; COMPORTEMENT ; CONSOMMATEUR ; RESEAU Résumé : Identity-based consumer behavior has been one of the important factors for individuals while consuming luxury products, and nowadays the generation Y turns to be the biggest spender in this market. And social media has been widely used by the generation Y. As we can find lots of research talking about how identity-based consumer behavior influences social media marketing strategy, but there is an absence of analysis regarding the identity-based consumer behavior on generation Y, especially in the Chinese market. Also, as we can see the young generation uses social media, especially Douyin a lot nowadays, it would be interesting to analyze the subject of identity-based consumer behavior then adapt the social media strategy. The main purpose of the study is to examine the impact of identity-based consumer behavior on generation Y in China towards the Douyin marketing strategy of luxury brands based on an extended model that integrates the constructs of different identity types, social identity, self-identity. The results will indicate that the hypotheses associated with the relationships between social identity and other independents variables determinants (e.g., attitude, intention to purchase luxury fashion) and between self-identity and determinants as well. The conclusions drawn from the hypotheses will then be utilized to develop possible marketing strategies. This study is the first that integrates identity-based consumer behavior with Chinese generation Y to explain how luxury brands should develop their Douyin marketing strategies. The findings can help marketers to develop effective social media, especially Douyin marketing strategies in order to stay competitive. Programme : MSc Supply Chain Management Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=534350