Pandemic Echo: The Role of Increasing Consumer Demands Regarding E-Commerce Capabilitites in the Fashion Industry

Nanna Blicher Albert; Anne Jacobine Erlang Christiansen; Alexander Josiassen

doi:10.15444/GMC2023.07.05.03

Pandemic Echo: The Role of Increasing Consumer Demands Regarding E-Commerce Capabilitites in the Fashion Industry

Nanna Blicher Albert, Anne Jacobine Erlang Christiansen, Alexander Josiassen

Institut for Afsætningsøkonomi

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer review

Abstract

E-commerce has seen significant growth since the outbreak of the COVID-19 pandemic. This has led to changes in consumer preferences and increased pressure on companies to develop effective e-commerce and social media capabilities to retain customers. This study examines the impact of these capabilities on customer retention and firm performance by collecting quantitative data from 160 small U.S. e-commerce companies in the fashion industry. The study finds that customer retention positively relates to firm performance and that factors, including cross-device shopping, payment methods, page speed, standard delivery time, Pinterest activity, and Instagram activity, significantly impact customer retention. The study suggests strategies for companies to remain competitive in the dynamic e-commerce landscape.

Originalsprog	Engelsk
Titel	2023 Global Marketing Conference at Seoul Proceedings
Redaktører	Roland T. Rust, Renana Peres, Linda Robinson, Chizuru Nishio, Tony Garrett
Antal sider	8
Udgivelsessted	Changwon
Forlag	Global Alliance of Marketing and Management Associations
Publikationsdato	2023
Sider	613-620
DOI	https://doi.org/10.15444/GMC2023.07.05.03
Status	Udgivet - 2023
Begivenhed	2023 Global Marketing Conference at Seoul: Marketing & Management Transformation in the Challenging Digital Environment - Lotte Hotel Seoul & Yonsei University, Seoul, Sydkorea Varighed: 20 jul. 2023 → 23 jul. 2023 https://2023gmc.imweb.me/ http://gmcproceedings.net/html/sub2_01.html

Konference

Konference	2023 Global Marketing Conference at Seoul
Lokation	Lotte Hotel Seoul & Yonsei University
Land/Område	Sydkorea
By	Seoul
Periode	20/07/2023 → 23/07/2023
Internetadresse	https://2023gmc.imweb.me/ http://gmcproceedings.net/html/sub2_01.html

Navn	Global Marketing Conference Proceedings
ISSN	1976-8699

Emneord

Fashion industry
Social media
Social media capabilities

Adgang til dokumentet

10.15444/GMC2023.07.05.03Licens: Ikke-specificeret

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Citationsformater

Albert, N. B., Erlang Christiansen, A. J., & Josiassen, A. (2023). Pandemic Echo: The Role of Increasing Consumer Demands Regarding E-Commerce Capabilitites in the Fashion Industry. I R. T. Rust, R. Peres, L. Robinson, C. Nishio, & T. Garrett (red.), 2023 Global Marketing Conference at Seoul Proceedings (s. 613-620). Global Alliance of Marketing and Management Associations. https://doi.org/10.15444/GMC2023.07.05.03

Albert, Nanna Blicher ; Erlang Christiansen, Anne Jacobine ; Josiassen, Alexander. / Pandemic Echo : The Role of Increasing Consumer Demands Regarding E-Commerce Capabilitites in the Fashion Industry. 2023 Global Marketing Conference at Seoul Proceedings. red. / Roland T. Rust ; Renana Peres ; Linda Robinson ; Chizuru Nishio ; Tony Garrett. Changwon : Global Alliance of Marketing and Management Associations, 2023. s. 613-620 (Global Marketing Conference Proceedings).

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title = "Pandemic Echo: The Role of Increasing Consumer Demands Regarding E-Commerce Capabilitites in the Fashion Industry",

abstract = "E-commerce has seen significant growth since the outbreak of the COVID-19 pandemic. This has led to changes in consumer preferences and increased pressure on companies to develop effective e-commerce and social media capabilities to retain customers. This study examines the impact of these capabilities on customer retention and firm performance by collecting quantitative data from 160 small U.S. e-commerce companies in the fashion industry. The study finds that customer retention positively relates to firm performance and that factors, including cross-device shopping, payment methods, page speed, standard delivery time, Pinterest activity, and Instagram activity, significantly impact customer retention. The study suggests strategies for companies to remain competitive in the dynamic e-commerce landscape.",

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booktitle = "2023 Global Marketing Conference at Seoul Proceedings",

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note = "2023 Global Marketing Conference at Seoul : Marketing & Management Transformation in the Challenging Digital Environment, GMC 2023 ; Conference date: 20-07-2023 Through 23-07-2023",

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Albert, NB, Erlang Christiansen, AJ & Josiassen, A 2023, Pandemic Echo: The Role of Increasing Consumer Demands Regarding E-Commerce Capabilitites in the Fashion Industry. i RT Rust, R Peres, L Robinson, C Nishio & T Garrett (red), 2023 Global Marketing Conference at Seoul Proceedings. Global Alliance of Marketing and Management Associations, Changwon, Global Marketing Conference Proceedings, s. 613-620, 2023 Global Marketing Conference at Seoul, Seoul, Sydkorea, 20/07/2023. https://doi.org/10.15444/GMC2023.07.05.03

Pandemic Echo: The Role of Increasing Consumer Demands Regarding E-Commerce Capabilitites in the Fashion Industry. / Albert, Nanna Blicher; Erlang Christiansen, Anne Jacobine; Josiassen, Alexander.
2023 Global Marketing Conference at Seoul Proceedings. red. / Roland T. Rust; Renana Peres; Linda Robinson; Chizuru Nishio; Tony Garrett. Changwon: Global Alliance of Marketing and Management Associations, 2023. s. 613-620 (Global Marketing Conference Proceedings).

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer review

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AB - E-commerce has seen significant growth since the outbreak of the COVID-19 pandemic. This has led to changes in consumer preferences and increased pressure on companies to develop effective e-commerce and social media capabilities to retain customers. This study examines the impact of these capabilities on customer retention and firm performance by collecting quantitative data from 160 small U.S. e-commerce companies in the fashion industry. The study finds that customer retention positively relates to firm performance and that factors, including cross-device shopping, payment methods, page speed, standard delivery time, Pinterest activity, and Instagram activity, significantly impact customer retention. The study suggests strategies for companies to remain competitive in the dynamic e-commerce landscape.

KW - Fashion industry

KW - Social media

KW - Social media capabilities

KW - Fashion industry

KW - Social media

KW - Social media capabilities

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Albert NB, Erlang Christiansen AJ, Josiassen A. Pandemic Echo: The Role of Increasing Consumer Demands Regarding E-Commerce Capabilitites in the Fashion Industry. I Rust RT, Peres R, Robinson L, Nishio C, Garrett T, red., 2023 Global Marketing Conference at Seoul Proceedings. Changwon: Global Alliance of Marketing and Management Associations. 2023. s. 613-620. (Global Marketing Conference Proceedings). doi: 10.15444/GMC2023.07.05.03