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Influencer Backlash and Instagram Built Brands

其他書名	Examining the Way Forward for Imvely and Ji-hyun in South Korea and Beyond
出版	Bloomsbury Publishing, 2019
URL	http://books.google.com.hk/books?id=mfMqzAEACAAJ&hl=&source=gbs_api

註釋"The following case study indicates how Imvely, a Korean fashion brand, builds customer-based brand equity. Imvely is considered one of the most successful of the first wave of online shopping malls and has leveraged its brand power to open sixteen offline stores and to enter into Japan, China, and the USA. This case illustrates and examines how brand awareness can be established with breadth and depth in order to fuel fast growth. Imvely was founded in the crowded and fickle South Korean market in 2013; through the use of their creative director and former model (and wife of the brand's founder) Ji-hyun Lee, who has focused on building brand loyalty via Instagram, Imvely has grown from having no sales to bringing in a revenue of $146 million in 2018. The Instagram profile of Ji-hyun has enabled Imvely to launch their first line of cosmetics Vely Vely, which now accounts for 15 percent of the brand's sales. Product quality and a high degree of customer service also drive brand loyalty and advocacy. The case focuses first on how the brand went from being unknown to building awareness, engagement, sales, and lasting loyalty through a coordinated communications strategy. As such it examines the marketing communications channel and identifies how integrated communication is used to achieve related but separate marketing objectives. Building engagement online is also examined, with particular attention paid to strategies that encourage consumer engagement with the brand. Finally, given the prominence of Ji-hyun, the case examines the benefits and dangers of relying on a human personality in branding strategy, especially in relation to the 2019 backlash against online influencers (which has recently engulfed Ji-hyun and Imvely)."--Bloomsbury Publishing.