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

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › 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.

Original language	English
Title of host publication	2023 Global Marketing Conference at Seoul Proceedings
Editors	Roland T. Rust, Renana Peres, Linda Robinson, Chizuru Nishio, Tony Garrett
Number of pages	8
Place of Publication	Changwon
Publisher	Global Alliance of Marketing and Management Associations
Publication date	2023
Pages	613-620
DOIs	https://doi.org/10.15444/GMC2023.07.05.03
Publication status	Published - 2023
Event	2023 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 2023 → 23 Jul 2023 https://2023gmc.imweb.me/ http://gmcproceedings.net/html/sub2_01.html

Conference

Conference	2023 Global Marketing Conference at Seoul
Location	Lotte Hotel Seoul & Yonsei University
Country/Territory	Korea, Republic of
City	Seoul
Period	20/07/2023 → 23/07/2023
Internet address	https://2023gmc.imweb.me/ http://gmcproceedings.net/html/sub2_01.html

Series	Global Marketing Conference Proceedings
ISSN	1976-8699

Keywords

Fashion industry
Social media
Social media capabilities

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Cite this

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. In R. T. Rust, R. Peres, L. Robinson, C. Nishio, & T. Garrett (Eds.), 2023 Global Marketing Conference at Seoul Proceedings (pp. 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. editor / Roland T. Rust ; Renana Peres ; Linda Robinson ; Chizuru Nishio ; Tony Garrett. Changwon : Global Alliance of Marketing and Management Associations, 2023. pp. 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",

address = "Korea, Republic of",

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. in RT Rust, R Peres, L Robinson, C Nishio & T Garrett (eds), 2023 Global Marketing Conference at Seoul Proceedings. Global Alliance of Marketing and Management Associations, Changwon, Global Marketing Conference Proceedings, pp. 613-620, 2023 Global Marketing Conference at Seoul, Seoul, Korea, Republic of, 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. ed. / Roland T. Rust; Renana Peres; Linda Robinson; Chizuru Nishio; Tony Garrett. Changwon: Global Alliance of Marketing and Management Associations, 2023. p. 613-620 (Global Marketing Conference Proceedings).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › 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.

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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. In Rust RT, Peres R, Robinson L, Nishio C, Garrett T, editors, 2023 Global Marketing Conference at Seoul Proceedings. Changwon: Global Alliance of Marketing and Management Associations. 2023. p. 613-620. (Global Marketing Conference Proceedings). doi: 10.15444/GMC2023.07.05.03