The article is dedicated to the Pós-Covid 19 new world of fashion. The article aims to investigate the Perceptions of customers through digital tools like e-commerce and e-marketplaces as a means of readapting customers to social life online and to provide recommendations for the new process of buying. References to customer adaptation using digital tools in the buying process have been analyzed. The results of a survey conducted by the authors of Pós-Covid-19 noted that digital learning tools can be beneficial to fashion.
In this sense, this research aims to explore Customer Perceptions in the World of E-Commerce and E-Marketplaces through a qualitative analysis. The questionnaires were shared via email and on social networks like LinkedIn and Facebook from January to December 2022, obtaining a non-probabilistic sample, by Snowball composed of 1266 consumers of luxury fashion brands in social networks.
The research concludes that the main contribution is the proximity to the customer and permanent contact, which enhances consumer loyalty. It is concluded that the luxury market favors social networks as a form of communication, valuing the fast transmission of messages and the ease of interacting and receiving feedback from consumers.
It was possible to verify that most luxury consumers spend more than 4 to 5 hours a day on the Internet, especially in the younger age groups. It was also clear that most of the sample consulted social networks through mobile phones for the sake of convenience and lack of time. The social networks privileged by these consumers are Instagram, TikTok and YouTube. This fact does not meet the study conducted. Effectively TikTok appears in both studies, but the passion for social networks "in motion", as is the case of TikTok and YouTube is something recent.
The study presented helpful information for luxury market managers to understand the usage of technology among customers. Appropriate support through mobile applications can contribute to the intention to continue using luxury social media and facilitate a long-term relationship between luxury brands and customers.
Author(s) Details:Maria Nascimento Cunha,
Instituto Superior de Educação e Ciências (ISEC Lisboa), Portugal and Scientific Council of CIAC - Centro de Investigação de Artes e Comunicação, Portugal.
Jorge Figueiredo,
Universidade Lusíada de Famalicão, Portugal.
Isabel Oliveira,
Universidade Lusíada do Porto, Portugal.
Maçães, Manuel,
Universidade Lusíada do Porto, Portugal.
Please see the link here: https://stm.bookpi.org/AOBMER-V7/article/view/13038
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