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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


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.
Original languageEnglish
Title of host publication2023 Global Marketing Conference at Seoul Proceedings
EditorsRoland T. Rust, Renana Peres, Linda Robinson, Chizuru Nishio, Tony Garrett
Number of pages8
Place of PublicationChangwon
PublisherGlobal Alliance of Marketing and Management Associations
Publication date2023
Publication statusPublished - 2023
Event2023 Global Marketing Conference at Seoul: Marketing & Management Transformation in the Challenging Digital Environment - Lotte Hotel Seoul & Yonsei University, Seoul, Korea, Republic of
Duration: 20 Jul 202323 Jul 2023


Conference2023 Global Marketing Conference at Seoul
LocationLotte Hotel Seoul & Yonsei University
Country/TerritoryKorea, Republic of
Internet address
SeriesGlobal Marketing Conference Proceedings


  • Fashion industry
  • Social media
  • Social media capabilities

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