Browsing Conference papers (DIGI) by Author "Hansen, Rina"
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Hansen, Rina; Tambo, Torben (Turku, 2011)[More information][Less information]
Abstract: E-commerce has matured and become mainstream. The fashion industry is now competing strongly in the digital markets. Beside traditional web-shops, new sales and branding channels are emerging e.g. M-commerce (mobile); social commerce; marketplaces; gaming etc. E-commerce and multi-channel retailing (MCR) now have a less technology-centric perspective while focusing more on sales and branding, although technology is the carrier and imposes limits. Corporate information systems are extended to the consumer‟s computers, smartphones and digital entertainment platforms. The information systems (IS) research tradition is somewhat challenged but can provide an elaborate framework for the understanding of the business and technology changes as well as provide an ideal support for research and businesses in choosing among the different MCR options. This paper proposes a model to understand and position fashion companies‟ existing and future sales and branding channels from an IS perspective. Future research suggestions include long-term challenges and benefits of distinct electronic channels. URI: http://hdl.handle.net/10398/8527 Files in this item: 1
Rina_Hansen_2011_3.pdf (501.0Kb) -
Hansen, Rina; Bjørn-Andersen, Niels (, 2011)[More information][Less information]
Abstract: The paper proposes a framework for assessment and design of B2C websites focussing on Web 2.0 and social media as vehicles for involvement of current and potential customers. Three overall strategic dimensions are proposed for characterization of websites, whether the 1) purpose is branding or e-commerce, 2) communication is one-way or two-way, 3) focus is transaction or innovation. When these three strategic binary dimensions are combined, we get 2 x 2 x 2 or a total of 8 different triplet combinations. The framework is used for an assessment of 15 fashion websites in the years 2006, 2008 and 2010. URI: http://hdl.handle.net/10398/8429 Files in this item: 1
RinaHansen_NBAndersen.pdf (780.2Kb) -
A longitudinal study of the adoption of online interactive and social media by luxury fashion brandsHansen, Rina (Turku, 2011)[More information][Less information]
Abstract: Most luxury fashion brands have yet to develop a clear and focused integrated online strategy, as they have struggled with the dilemma of interacting with fans and customers online. We observed how 35 luxury fashion brands utilized social and interactive online technologies since 2006 by formulating a framework for assessing fashion websites and brand controlled social media sites. Our findings illustrate that the observed luxury brands have increased their adoption of social and interactive digital technologies since 2006, and that with the help of Web 2.0 technologies fashion brands can create an immersing and innovative environment online.The findings also have relevance for practitioners, as the developed 8C framework can function as a checklist for fashion brand website creation. URI: http://hdl.handle.net/10398/8528 Files in this item: 1
Rina_Hansen_2011_1.pdf (1.281Mb)
Now showing items 1-3 of 3