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Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels

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  • Azemi, Yllka
  • Ozuem, Wilson
  • Wiid, Ria
  • Hobson, Ana

Abstract

Previous studies have addressed some of the issues of customers' perceptions of mobile marketing, particularly the affordances of multiple communications and channels. Despite a proliferation of studies in this field, the theoretical exploration of luxury fashion customers' perceptions of multiple mobile communications and marketing channels remains at an exploratory stage. Drawing on the elaboration likelihood model and a social constructivist perspective, the current study conducted 37 in-depth interviews with Generation Z mobile luxury customers. We specifically examined how customers' emotionally and cognitively based perceptions emerge as they navigate multiple mobile marketing channels and message communications. Our model conceptualizes four elements of customers' perceptions of their mobile marketing journey that can drive mobile customer engagement and acquisition behavior. The integrative model opens up interesting avenues for further research on mobile marketing and luxury fashion consumers’ perceptions of the effects of multiple communications and marketing channels.

Suggested Citation

  • Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000376
    DOI: 10.1016/j.jretconser.2022.102944
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    2. Malik, Faiza & Ishaq, Muhammad Ishtiaq, 2023. "Impact of minimalist practices on consumer happiness and financial well-being," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Shafqat, Tehmeena & Ishaq, Muhammad Ishtiaq & Ahmed, Anzar, 2023. "Fashion consumption using minimalism: Exploring the relationship of consumer well-being and social connectedness," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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