digital marketing communication of luxurious brands in...

Digital Marketing Communication of Luxurious Brands in China: A Case Study of Burberry

HUANG Minxuan QIU Lu

OU Yangqi

A Project Submitted

In Partial Fulfillment of the Requirements For the Degree of

MSocSc in Media Management

Supervisor: Prof. Chan Kara K W

School of Communication and School of Business Hong Kong Baptist University

Hong Kong May 2016

Declaration

I have read the relevant sections on Plagiarism provided in the Handbook for

Graduation Project and observed the standards of conduct. I am fully aware of the

consequences in the event of plagiarism.

I declare that, to the best of my knowledge, this project represents my own work

and all sources have been properly acknowledged, and the Project contains no

elements of plagiarism.

I further declare that the Project has not been previously included in a thesis,

dissertation or report submitted to this University or to any other institution for a

degree, diploma or other qualification.

Student Name: HUANG Minxuan 15425363

QIU Lu 15419908

OU Yangqi 15424774

Date: 5th May

Acknowledgement

The authors wish to thank Prof. Kara Chan for her advice and support in the preparation

of this project. We also grateful to our parents for their love in the past one year.

All the research and data described in this project was our own original work and was

carried out by ourselves under the supervision of Prof. Kara Chan.

Students’ Names: HUANG Minxuan

QIU Lu

OU Yangqi

MSocSc in Media Management

School of Communication

Hong Kong Baptist University

Date: 5th May

Authorization

This is to authorize the School of Communication and School of

Business at Hong Kong Baptist University to place my project entitled “The

Development of Free Dailies in Hong Kong” in the HKBU library for

general public reference and inspection.

Names in block letters: HUANG Minxuan 15425363

QIU Lu 15419908

OU Yangqi 15424774

Date: 5th May

Abstract

Nowadays, Chinese people, especially young consumers are accustomed to receiving

information from mobile via the internet. Social media like We-Chat has become their

preferred medium for connecting the world. This group of people has also become the

rising purchasing power of luxury brands, which pushed luxury brands to take the chance

branding themselves on social media.

However, the challenge is obvious. There is a difference between the philosophy and

operating principles between luxury brands and social media. Luxurious brands emphasize

on exclusivity and superiority while social media emphasize on inclusiveness and

democracy. It is therefore interesting to examine how luxury brands in China employ social

media to engage Chinese consumers. At the same time, it is rewarding to examine how

Chinese target consumers’ responses to the communication formats of luxurious brands’

presence in the social media.

This study selected Burberry as an example to explore the issues. In this research, we

apply a systematic study about the trends and features of Chinese luxury industry, Chinese

luxury consumers, and their media habits. Burberry are chosen as our subject. By analyzing

Burberry’s performance on Chinese most used social media: We-Chat, we are able to give

out a trust-worthy assessment of luxury brands risk and chance going digital.

Key words: digital marketing communication, luxury brand, young customers

CONTENT CHAPTER1 INTRODUCTION ................................................................................. 1 1.1 PROJECT BACKGROUND ................................................................................... 1

1.2 PROJECT PURPOSE .............................................................................................. 4 1.3 RESEARCH STRUCTURE .................................................................................... 5

CHAPTER2 LITERATURE REVIEW AND ANALYSIS ...................................... 6 2.1 MARKETING ANALYSIS ..................................................................................... 7

2.2 INDUSTRY ANALYSIS ...................................................................................... 12 2.3 BURBERRY ANALYSIS ..................................................................................... 19

CHAPTER 3 CONTENT ANALYSIS ..................................................................... 20 3.1 OBJECTIVES & RESEARCH QUESTIONS ....................................................... 20

3.2 LITERATURE REVIEW ...................................................................................... 20 3.3 MEASUREMENT ................................................................................................. 22

3.4 DEFINITION OF VARIABLES ........................................................................... 22 3.5 DATA COLLECTION AND CODING ................................................................ 24

3.6 DATE INTERPRETATION AND ANALYSIS ................................................... 26 3.7 CONCLUSION AND DISCUSSION ................................................................... 27

3.9 FIGURES AND TABLES ..................................................................................... 27 CHAPTER4 AUDIENCE RESPONSES ................................................................. 31 4.1 AIM AND OBJECTIVE ........................................................................................ 31 4.2 LITERATURE REVIEW ...................................................................................... 32

4.3 RESEARCH QUESTIONS AND HYPOTHESIZE .............................................. 33 4.4 MEASUREMENT ................................................................................................. 37

4.5 DATA COLLECTION .......................................................................................... 39 4.6 QUESTIONNAIRE DESIGN ................................................................................ 41

4.7 DATA ANALYSIS AND RESULTS .................................................................... 42 4.8 CONCLUSION ...................................................................................................... 51

4.9 DISCUSSION ........................................................................................................ 52 CAPTER5 CONCLUSION ....................................................................................... 55 5.1 MAIN FINDINGS ................................................................................................. 55 5.2 LIMITATION ........................................................................................................ 56

REFERENCE ............................................................................................................. 57 APPENDIX ................................................................................................................. 59

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Chapter1 Introduction

1.1 Project Background

1.1.1 Luxury market in China

1.1.1.1 China has large market scale

With rapid economic development in the past decade, China has been one of the

favorite markets of luxury brands and owned large market scale. According to Bain &

Company, Chinese consumers contribute to the primary growth of luxury spending

worldwide. They accounted for 31% of global purchases, the largest portion in 2015,

followed by Americans and Europeans with 24% and 18% respectively. (Claudia

D’Arpizio, Federica Levato, 2015). Despite the economic slow-down, China still shows a

promising upward trend in luxury consumption. The market share of luxury sales are

expected to grow to 44 percent by 2020 (Branigan, 2011).

1.1.1.2 Luxury consumers are younger

It is noticeable that Chinese youth are driving the luxury demand. The young luxury

consumers have shown increasing purchasing power. According to McKency, China’s

luxury consumer is younger than that of the other countries. It is reported that 45% of

Chinese luxury consumers are between 18 to 34 years old.

It is not difficult to notice that a great number of luxury players has developed

marketing strategy to attract young target audience. For instance, Burberry invited a young

star, Kris Wu, to the runway at Kensington Gardens in London for Burberry's 2016 Men's

Collection. Kris Wu is a rising young star, gaining increasing attention from the youngsters

after staring in a popular movie Mr. Six. He is also the first male Cover Star of Vogue, one

of the most famous fashion magazine.

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1.1.2 Digital Marketing Communication

1.1.2.1 Digital technology revolutionized the commercial world

The invention of Internet and digital technology has been defined as the third industrial

revolution. It is widely believed that the development of Internet and digital technology has

transformed the way how information has been spread and changed the patterns of

consumers’ habits. The technological trend has already revolutionized the commercial

world. Thus, it is no longer a question that the Internet has become a vital communication

medium and tools for all brands, including luxury brands.

1.1.2.2 Social media is the key means

Findings reveal that nearly half of the touch points along the luxury consumer decision

journey are online ones, including search, online brand store and social media. Company

has built up an ecosystem of digital marketing. Within the ecosystem, social media,

developed along with digital devices, has become a key means of communication and

collaboration (Saul J. Berman, 2012). “Social media are Internet-based channels that allows

users opportunistically interact and selectively self-present” (Carr & Hayes, 2015). Eighty

percent of luxury buyers have a high digital sense and they use social media on daily basis

(McKency & Company, Fondazione Altagamma). They are active users of social media

such as We-Chat, Instagram, Facebook or Twitter.

1.1.2.3 Change of Luxury Brand

Luxury player’s attitude toward digital age has been turned around in recent years. To

retain the “exclusivity” attributes, luxury brands had intended to keep a distance with the

classless Internet world for a long time (Uché Okonkwo, 2009). Nevertheless, with growing

consumers shifting their attention to digital world, digital marketing communication and e-

commerce become vital for luxury brands to gain competitive advantage for sustainable

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superior profits. Accordingly, large revenue stream coming from e-commerce requires

investment on digital marketing. They now begin to take advantage of various digital

elements to create distinctive experience for customers, exposing their advertising and

brand image.

1.1.3 Top digital luxury brand: Burberry

1.1.3.1 An authentic British heritage

Burberry is a British fashion brand founded in year 1856, now based in London. According

to Burberry’s Annual Report (2013), the brand is an authentic British heritage, as well as a rich

association with history and Culture.

1.1.3.2 Digital as core of the business

In 2006, Angela Ahrendts was appointed as Burberry’s CEO. Along with chief creative

officer Christopher Bailey, she declared that Burberry is to become the first “fully digital luxury

company”. Together they lead this prestigious fashion brand to a whole new stage, which is vital to

its future success. Under the guidance of this strategy, Burberry starts to embrace innovative

marketing techniques. The social enterprise focuses on digital and targets younger consumers, as

Ahrendts mentioned to Harvard Business Review in 2006.

According to the digital strategy, Burberry exposes itself in the spotlight and establishes

various social media platforms followed by various live stream events and digital campaigns. For

international market, the luxury player created its Facebook fan page as well as Twitter, Tumblr,

Pinterest, Instagram, and of course, YouTube in 2009. Furthermore, it launched “Art of the Trench”,

an independent website for consumers to share pictures of the iconic coat.

1.1.3.3 Burberry on We-chat

Since the beginning of 2009, Burberry summed up the concern to the Chinese market and

investigation results, found that there are a large number of potential consumers in the major social

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networks. Burberry then created accounts throughout well-known social networks, such as micro

blog, Douban, We-chat and so on.

With 549 million active users, We-Chat has become the most popular social media in China.

On We-Chat platform, Burberry invests a huge amount of capital and uses advanced technological

ways to communicate with the young consumers and We-Chat has become an important platform.

According to the consulting company Stylophane’s data, the fans in Burberry are more than any

other luxury brands. We-Chat has proved to be an important tool for digital marketing.

1.1.4 Effectiveness Difficult to measure

Although the share of e-commerce of Burberry has jumped to 7.5 percent, Burberry

also admits that it is not easy for them to calculate whether this digital revolution has

contributed to the brand value.

1.2 Project Purpose

1.2.1 Research Objective

This research aims to investigate whether digital elements can well translate the brand

value of luxury brand in China. We take Burberry as an example. Burberry’s general digital

performance on We-Chat will be measured by both qualitative and quantitative methods.

By analyzing the effect of digital advertising and brand value based on young customers of

different luxury purchasing motivations, a thorough understanding of the effectiveness of

digital elements can be achieved.

1.2.2 Research Questions

A.!What are young customers’ attitude towards the brand value presented on Burberry’s

We-chat official account?

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B.! Can the advertising presented on Burberry’s We-chat Official account fully explain its

brand value?

1.3 Research Structure Research is designed based on a thorough understanding about changes of basic

landscape as well as marketing environment in Chinese luxury industry. Social media as a

key mean, has been selected as our studying subject. Being as a pioneer of digital branding,

Burberry has been taken as our studying case.

The research consists of two parts, content analysis and audience responses. Analysis

of digital branding is finished in the content analysis part, whereas audience responses

towards digital branding and advertising is measured through quantitative research.

The whole project is finalized through a general discussion which combines our

insights from the analysis before research with findings from both qualitative and

quantitative research. The effect of luxury brand’s digital communication can therefore be

well concluded.

The research structure can be seen as the following figure:

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Chapter2 Literature Review and Analysis

Marketing Analysis

Industry Analysis

Burberry Analysis

Content Analysis

The Frequency & Use of Digital Elements

Digital Elements’ Level of Contribution to Brand

Value

Audience Responses

Customers’ Attitude towards advertising

Customers’ Awareness of Brand Value

Exposed in Advertising

Conclusion

Discussion

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2.1 Marketing Analysis 2.1.1 The Digital Trend of Brand Communications

2.1.1.1Branding on Social Media

Social media has grown in significance on branding nowadays. According to Stelzner

(2013) report, 86 percent of marketers consider social media vital for their business. Social

media communities that focused on relationships, shared interest and identification, feature

multi-way communication, conversion and collaboration are their priorities. Facebook,

Twitter, Four Square, and LinkedIn are communities of this kind [1].

2.1.1.2 Strategy of Branding on Social Media

The digital trend of communications requires brands to make adjustments on their

branding strategy. Branding on social media nowadays means communicating with users

in an instant and more personalized way, which is different from the previous less focused

branding strategy on traditional media. (Jerry Wind, Vijay Mahajan, 2002)

Companies need to move from mass markets to segments of one. As the name

'segment of one' suggests, companies initially saw these individuals as micro segments.

They used database marketing to tailor messages and products to these tiny segments, just

as they did with broader customer segments. The concept is now evolving to the point

where companies are using a more interactive process and advanced data mining and

related techniques to target, attract and retain individual customers as 'partners' in the

process. (Jerry Wind, Vijay Mahajan, 2002)

In a word, Internet allows companies to create value through one-to-one marketing

(Abhijit Biswas & Ram Krishnan, 2004).

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2.1.2 Young Luxury Consumers in China

2.1.2.1 Features and Motivations of Young Luxury Consumers in China

According to Joann Ngai and Erin Cho (2012), young consumers in China and their

luxury consuming motivations can be concluded as the following four types.

The Overseas Pack

The Overseas Packs see themselves as having high knowledge of luxury brands, a

quality-conscious mind, and clear personal preferences in brands. They are not particularly

price conscious and have enough income to afford luxury brands they favor. They also see

themselves as trendsetters, and enjoy collecting and learning about new items of the coming

season directly from magazines published in UK, the USA, and Paris.

The Self-Established Cool

This group of people seldom form their assessments of luxury products based entirely

on the quality or trendiness of the item. Instead, members of this group evaluate brands

based on how well an item fits into his or her self-established unique identity. Moreover,

they have a high need to discover the next cool thing, instead of following trends blindly.

The Luxury Follower

The Luxury Followers follow trends in magazines or initiated by other trendsetters to

make purchase decisions. They are concerned mostly about the public recognition and

social status of brands. They are collectivists who are enthusiastic about luxury products,

but are reluctant to adopt a trend until after it has been accepted by the majority.

The Spiritual

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People who are Spiritual are high in quality consciousness and brand recognition, but

they seem less keen on being trendsetters. Overall, they are cautious regarding their

purchases and impulsiveness are relatively low in comparison to other groups. The distinct

lifestyle characteristic of the spirituals appeared to be the pursuit of the “meaning of life”.

2.1.2.2 Demographic Information of Audience on We-Chat

The rise of smartphones and elaborate mobile marketing campaigns has proved

especially effective in reaching young people. (Montgomery et al, 2012) As to Chinese

Market, We-Chat official account has become a major digital channel for brands to reach

the youth.

This channel is proved to be a perfect choice for luxury branding according to its size

and audiences’ demographic. Due to data report released by Tencent (2015), We-Chat has

a number of 549 million active users. Among which, 45.40% are young people aged

between 18 to age 25.

The Channel also offers official account function for opinion leaders and companies.

This has provided brands an effective way reaching young customers. According to Mobile

Internet (2014, 2015), 73.5% We-Chat users have followed We-Chat officials. The

majority followers of We-Chat officials are aged people between age 18 to age 35. Among

which, people aged 22-25 are of the most amount. Within all the We-Chat official

followers, over half amount are active followers who spend 25.6 minutes in average each

day on We-Chat officials.

2.1.2.3 The Features and Presence of Digital Advertising

The opportunity of digital branding related to mobile content is derived from the extras

those digital content adds the content constituent. By putting emphasis on “anywhere and

personal” in consumption of content and the “mobility and location” in social interaction,

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brands are able to well communicate with their target audience in a more efficient way

(Feijóo et al, 2008).

In accord with the above mentioned extras, content has two possible origins: creative

content and processed information. Creative content refers to the “creation of goods with

an intrinsic cultural, aesthetic or entertainment value which appears to be linked to their

novelty and/or uniqueness”. Processed information refers to the identification of

information and its timely adaptation to user preferences. (CHANGSU KIM et al, 2010)

2.1.2.4 Brand Value and Its Digital Presence

By Hartman’s [1967] value concept, value is defined as the degree of fulfillment of the

intention of its concept. The valuation process can be interpreted into the following

formula:

Value = Intention – Extension

The intentions here refer to pre-existed norms and criteria of a person, which helps him

to complete his valuations. And customers’ extension of self or creation of alter-ego can

be fully realized in digital world. Therefore, the creation of brand value on social media

platform can be translated into a two ways communication. Customers’ self extension and

demographic information on social media makes them marketing targets of certain brands.

Brands targeted customers and assigned their values through social media, which they may

valuate as positive. (Stuart Barnes et al, 2008)

2.1.3 Facts of Luxurious Brands Digital Trend

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As an industry which emphasizes the experience of luxury, luxurious brands’ digital

marketing meets its own challenges when facing the crush from digital trend. (NADINE

HENNIGS et al, 2012)

Since the experience of luxury must be “multi-sensory” and experiential

(Kapferer/Bastien, 2009; Atwal/Williams, 2009), internet’s high democracy and

accessibility has been a major issue for luxurious brands going online. Because maintaining

a sense of exclusivity requires limited accessibility and rarity. In traditional stores offline,

the feeling of luxury is easy to be created following the consumers’ luxury value perception

model. (NADINE HENNIGS et al, 2012)

However, the emergence of internet has disordered the relationships of variables in this

model, making customers’ experience of luxury far more complicated. In order to solve the

problem, luxurious brands have to discover a new emerging model to digitalized

customers’ luxury perceptions. Which can be described as below.

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By putting emphasized on different variables in the model above, luxury brands are

able to create their own competitive advantage of digital marketing, at the same time

maintaining their sense of luxury.

2.2 Industry Analysis

2.2.1 Macro-Analysis of Luxury consumption in China Market

2.2.1.1 Political Uncertainty Crushes Chinese Luxury Market

The ongoing anti-corruption campaign in China has been greatly influencing luxury

market. According to Wall-Street Journal (2015), the anti-corruption campaign has caused

rising scrutiny not only among local government institutions, but also among sizable state

owned enterprises, and government and party organs. The numbers and rising trend of

investigated public institution and state owned enterprises can be shown as chart below.

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Under the intense political climate, luxury companies have suffered a slow growth,

because of crack-down on gift giving.

2.2.1.2 Strong Purchasing Power Support Luxury Market Regardless of Economic

Slowdown.

There are worries that China’s slowdown in Economic may put negative effects on

luxury purchase (South China Morning Post, 2016). However, China’s GDP growth rate

nowadays still maintained on a certain high level. And when doing horizontal comparison

with China’s GDP growth rate in the past 25 years, we find the slowdown in economy

worrying but still acceptable. (BBC News, 2016)

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Years of rapid development has made China an important luxury market. Its

importance lies in both size and growing power in global market.

As for size, according to online database Statista (2016), totals sales luxury products

in Chinese Market has been increasing significantly in the past 5 years, and is predicted to

hit the 74 billion euros by year 2020.

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As to the growing importance in global market, revenue jump and increase in portion

has proved its significance. Take the 2014 personal luxury goods market as an example,

total revenue has achieved to 15 billion euros in year 2014, almost one third of the total

revenue in global market (Bain, 2014).

2.2.1.3. Confucian Society Made China a Unique Market for Luxury Brands

Although young customers in China nowadays have developed a more individualistic

and personalized taste of luxury, the influence of Confucius culture still lies on the

foundation of their choice and purchase (Nancy Y. Wong, Aaron C. Ahuvia, 1998). This

culture can be elaborated into the five different dimensions: (a) interdependent self-

concepts; (b) the balance between individual and group needs; (c) hierarchy; and (d)

legitimacy of group affiliations and (e) humility. Which can be specified as below (Nancy

Y. Wong, Aaron C. Ahuvia, 1998).

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Under the influence of Confucius Culture, young customers’ luxury consumptions have shown

strong in collectivism, concerns in status, and pursuit in style and extended meanings of luxury.

Thus made China a unique market for luxury brands.

2.2.1.4 Digital Trend Crushes Luxury Industry

Digital trend has severely changed customers’ media habits, bringing luxury marketers

new opportunities and challenges. According to Bain (2015), about 78% luxury customers

get information from internet and apps. Among which, social media has been their major

information channel.

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In order to cope with customer’s change in media habits, luxury brands have gradually

put more focus online. In year 2015, luxury brands have spent more than 35% of their

marketing budgets on digital promotions, actively create content, follow hot topics and

create marketing campaigns on social media platforms like Weibo and We-Chat.

2.2.2 Micro-Analysis of Luxury Industry in China

2.2.2.1 Oversaturated Market and Niche Market Competitors

Chinese luxury market is oversaturated. According to CBRE’s recent report (2015),

China has 87% penetration of luxury market, which is the highest in Asian-Pacific region.

Meanwhile the market landscape is also complicated. There has been an increasing

emerge in niche luxurious brand and designer labels, like Jimmy Choo & Micheal Kors.

And the performance of these brands have been eye-catching, since they are able to best

meet the pursuit of individuality and uniqueness of current Chinese luxury consumers. This

has threatened the traditional big brands’ market share in China, and added more

uncertainty and fierce to the competition. (EuroMonitor International, 2015)

2.2.2.2 High Entry Barrier remains high

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According to the industry report given by NUS Investment Society (2014), the entry

barrier of luxury industry remains high. This is determined by the intrinsic of luxury: rarity

and exclusivity. Besides, there are other key factors that may also kill new entrants. For

example, the large economic of scale gained by prestigious companies, their financial

power gaining from stock market, as well as their diversification of Portfolio.

2.2.2.3 The growing Consumer Bargaining Power worth Notice

It is generally agreed that the consumers’ bargaining power is low in this industry due

to its features of rarity and exclusivity. But in China, the bargaining power of consumers is

growing. Chinese customers have shown growing interest in luxury purchasing, which

made luxury brands that used to serve the very rich change their strategy and involve the

middle class into their consideration. According to Report from McKinsey (2015), the share

of luxury goods consumption in China by household income has grown significantly from

2010 to 2015. Whereas the growth rate of upper middle class households has been the most

significant, surging from the 12% in 2010 to 22% in 2015.

2.2.2.4 Growing Bargaining Power in Suppliers

The ongoing European financial crisis and limited capacity in production have forced

luxury brands to move factories abroad, and China has been one of their priorities because

the value it provided (Wall Street Journal, 2011). According to Quartz (2015), garment

industry in China has been focused on technology improvement for decades, leading to a

mature development of highly specialized manufacture system. Burberry, Amani, Prada,

big luxury brands get products made in China one after another, in order to maintain

workmanship in relatively cheap price.

2.2.2.5 No Substitute for Luxurious Brands

Three major factors are used to determine the power of substitute: price, quality and

switching cost. To this extent, there is no substitute for Luxurious products. As for price, it

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is a major contribution to luxurious brand’s exclusivity. Customers give less concern about

price when purchasing luxury, and are easy to build up connections between price, quality,

and social status. As for quality, it lies as the foundation of luxurious products’ exclusivity

and rarity. In terms of switching cost, customers usually suffer high hidden switching cost

purchasing non-luxurious products. This cost lies in the perception of social status that can

only be represented by luxury.

2.3 Burberry Analysis

2.3.1 Global British Luxury Brand

According to Burberry’s strategic report in 2015:

Founded in 1856, Burberry is a global luxury brand with a distinctive British identity.

Since then, the brand has built a reputation for design, innovation and craftsmanship. With

the invention of gabardine by Thomas Burberry more than 130 years ago, outerwear has

been at the core of the business and remains so today – best expressed through the iconic

Burberry trench coat.

2.3.2 Chinese Luxury Consumer is key focus

Burberry operates in three regions, including Asia Pacific (38%), EMEIA (35%) and

Americas (27%). Stressed on the strategic report, Chinese luxury consumer is one of the

Key focus. During 2014/15, Burberry achieved double-digit percentage revenue growth

from the Chinese customer globally in retail, although this trend slowed down somewhat

during the second half of the year.

Digital campaigns aiming at brand engagement included the ‘Dreams of London’

event in Shanghai and an ‘Art of the Trench’ event in Hong Kong have shown Burberry’s

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strive in grabbing market share from China. To coincide with the key festivals of Lunar

New Year and Golden Week, Burberry even launched festive campaigns, including an

exclusive edit of the film ‘From London with Love’ and bespoke product assortments in

China, key tourist destinations around the world, and on Burberry.com.

Chapter 3 Content Analysis

3.1 Objectives & Research Questions

The aim of this content analysis is to investigate whether advertising presented by 5

digital elements on Burberry We-Chat Official account contributes to its brand values. The

detailed research questions are:

A. The frequency of Burberry’s use of digital elements on We-Chat official account

B. How does Burberry’s use of digital elements on We-Chat official account

contribute to its brand value

3.2 Literature Review Burberry

Burberry is a British fashion brand founded in year 1856, now based in London.

According to Burberry’s Annual Report (2013), the brand is an authentic British heritage,

as well as a rich association with history and Culture.

We-Chat

We-Chat is a mobile instant text and voice messaging communication app and has

become an important social media platform whose monthly active user reaches 5.49

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hundred million. The average age of We-Chat users is 26, and 97.7% of them are under 50.

Despite the function of instant communication, We-Chat also posses a We-Chat payment

function, which has attracted 400 million of its users, included 80% of China’s High Net

Asset Value population (Tencent, 2015).

We-Chat & Burberry

According to EConsultancy, Burberry has already attempted to boost its digital spend

to 20% of its total marketing budget meanwhile building brand online in the year 2009

(NMA, 2009). Burberry has established its We-Chat Official Account since 27 August

2013, and has announced its overall cooperation with Tencent, opened up custom-made

service on We-Chat in year 2014 (Beijing Business, 2014).

Digital Element

According to Competitive Social Media Marketing Strategies, Technology has the

ability to open up new market and radically change the existing one (Ozeum, Wilson,

2016). And Marketing under the emerging digital climate can be lonely defined as

developments in technology employed online that enable capabilities in an environment

characterized by user control, freedom, and dialogue, brings a new degree of interactivity

and consumer involvement to advertising applications (Tracy L, Tuten, 2008).

Brand Value

Burberry defines its brand value as protect, explore and inspire, in its 2014 annual

review (Burberry Annual Review, 2014).

Digital Element & Brand Value

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Brand management has been moving towards making use of multiple channels in order

to engage customers, especially through social media, and sustain a more intense

experience around the brand instead of depending merely on advertising (Koh et al., 2015).

Companies can improve their brand value by fostering online cooperate reputation (Zamith,

Liming et al., 2015).

3.3 Measurement DV and IV

In this research, we set several key dependent variables and independent variables.

First of all, Burberry’s brand value: protect, explore and inspire are defined as three

dependent variables. This study examines We-Chat official accounts, a new functional

module for We-Chat. Burberry has mainly used five digital elements on We-Chat platform.

They are video, audio, GIF, 3D and HTML5. Via these virtual formats, Burberry presents

different types of creative compelling contents such as the live-stream of fashion show in

3D. Burberry’s brand value is introduced on We-Chat by leveraging these creative contents

to serve a purpose of having customer engaged with the brand. We define these creative

contents presented by digital elements as our independent variables.

3.4 Definition of Variables DV: Protect, explore and inspire

These three brand values are introduced by Angela Ahrendts, previous CEO of

Burberry. ‘Protect, explore, inspire’ are taken from a pamphlet written by founder Thomas

Burberry.

3.4.1 To Protect

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To protect is a core value rooted in Burberry’s business outerwear, something that

protects (Angela Ahrendts, 2013). Burberry came from a trench coat and dressed the

military. That’s a part of Burberry’s DNA heritage (Christopher Bailey). This value calls

for maintaining heritage and authenticity. Further explained, protect means to preserve

(Oxford Dictionary) and respect Britishness. To protect means to be representative of a

great British brand with ‘disheveled elegance’ (Christopher Bailey).

3.4.2 To Explore

As a core brand value, to explore is also the soft strategy of Burberry. It emphasizes

the spirit of being entrepreneurial (Angela Ahrendts, 2013). The spirit is well demonstrated

by the iconic pattern Burberry Norwegian, explorer who was equipped by Burberry and

becomes the first man to reach the South Pole in 1911. With this word Burberry provides

opportunities for young people, typically those who are at some disadvantage, to explore

and develop their creative potential (Susan Gilchrist).

3.4.3 To Inspire

Inspire is another soft strategy (Angela Ahrendts, 2013). The key lies in filling the

consumer with the urge or ability to do or feel creativity (Oxford Dictionary). The value of

inspire is the spirits to appreciate art and design and creativity and being innovative.

3.4.4 Creative Content

The definition of creative digital content requires agreement on the meaning of content.

According to Maghiros et al (2007), creative content refers to the ‘‘creation of goods with

an intrinsic cultural, aesthetic or entertainment value which appears to be linked to their

novelty and/or uniqueness”. As we focus on the study of five digital elements in this

paper, we define “creative content” in this study as “all digital content presented by

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video, audio, GIF, 3D and HTML5 which consumers can access through Burberry’s

official We-Chat accounts”.

Digital Elements Definition

Video Video is a recording of moving visual images made digitally or on videotape.

Audio Sound, especially when recorded, transmitted, or reproduced.

GIF The abbreviation for “Graphic Interchange Format” and it is a type of computer file that contains images and is used especially to make them appear to move.

3D Three dimensional technology

HTML5 Hypertext Markup Language is a system used to mark text for World Wide Web pages in order to obtain colors, style, pictures, etc.

3.5 Data Collection and Coding

3.5.1 Defining categories and units of analysis

3.5.1.1 Units

We defined each video, audio, GIF, 3D or HTML5 as the unit of analysis.

3.5.1.2 Categories

The creative content can be divided into nine categories: object, People, Copies,

Music, movement of the object, people’s action, change of music, tactics of lens, Digital

interaction.

3.5.2 Creating coding scheme

25

According to the categories and the units of measurement we defined, we started

creating the first version of the codebook. After all team members’ discussion, we revised

the former one and settled down the final version of the codebook.

3.5.3 Sampling

In order to have a good research results, we cover all of the Pages since 27th on

August in 2013 when Burberry starts to establish its own platform on We-chat. By the time

before our study, the latest passage that we study was sent on Feb 29th of 2016. Thus, we

chose all the 260 articles sent on We-chat platform from August 27, 2013 to February 29,

2016.

3.5.4 Calculating final reliability

Finally, to make sure the inter coder reliability, we adopted the formula of Holsti

(1969) to examine the reliability of nominal data.

Reliability= 2M/(N1+N2)

M is the number of coding decisions on which two coders agree, and N1 and N2 are

the total number of coding decisions by the first and second coder, respectively.

M N1 (15%) N2 (15%) Reliability

GIF (Coder A & Coder B) 5 10(Coder A) 5(Coder B) 0.67

3D (Coder A & Coder C) 24 31(Coder A) 26(Coder C) 0.84

Html5 (Coder A & Coder C) 20 23(Coder A) 25(Coder C) 0.83

Audio (Coder A & Coder B) 11 12(Coder A) 12(Coder B) 0.92

Video (Coder B & Coder C) 179 203(Coder B) 181(Coder C) 0.93

26

3.6 Date Interpretation and Analysis Video

Videos consist of the 24 advertisements, 6 shows, 11 introductions of the Burberry’s

manufacture process, showing the way of wearing scarves and makeup. Besides, there are

3 videos about festival’s greeting. Videos contain the richest information because of the

variety of image and music. The content of protection occurs 234 times while the inspire

aspect only appears 5 times (see figure 3-2).

GIF

Limited GIFs cause to the limited quantity of information, they are silent and rely on

the change of picture and color. Most of the GIFs are about inspiration while only 1 GIF is

about the brand value of protection (see figure 3-2).

HTML5

HTML5 is a new format in the social networking services, Burberry leverages this

technology to present different campaigns. HTML5 contributes to the brand value of

protection, exploration and inspiration 52, 38 and 36 respectively (see figure 3-2).

Audio

The sound of audio comes from two famous persons, Christophe Bailey, the Chief

Creative and Chief Executive Officer of Burberry and Kris Wu, one of the most famous

stars in China and was invited to be the model in Burberry’s men’s show. And the

contribution to the brand value is uniformly dispersed (see figure 3-2).

3D

27

Burberry uses 3D to present the show in Shanghai in 2014. Such adoption of the new

technique shows the exploration of brand. While the content presented through this digital

element is all about protection and inspiration, 32 and 39 respectively (see figure 3-2).

3.7 Conclusion and Discussion 3.7.1 Conclusion

In conclusion, according to figure 3-1, video is the most frequently used digital

element and accounts for the largest portion among the five elements.

Even though all the digital elements have contribution to both brand value of

protection and exploration, video displays the most of them. As for brand value of inspire,

3D and H5 are both vital to convey creative content of inspiration.

3.7.2 Discussion

Above all, the figures of content analysis have shown us the performance of each

digital elements and their contribution to three brand values respectively. Based on the

results, we will measure young audience’s response towards these digital elements and the

attitude toward brand values they convey by a quantitative research. From the

comprehensive analysis of content analysis and audience response, related consumer

insights from the perspective of how brands communicate with consumers via digital

elements can be obtained.

3.9 Figures and Tables Figure 3-1

Subject Digital Elements

28

Frequency Percent

Valid Video 45 52.3

GIF 16 18.6

HTML5 15 17.4

Audio 8 9.4

3D 2 2.3

Total 86 100.0

Figure 3-2

Subject Digital Elements

VIDEO GIF H5 VOICE 3D

Creative content contributing to brand value

Protect Explore Inspire Total

Valid Video’s 234 125 5 364(60.8%)

GIF’s 1 7 13 21(3.5%)

HTML5’s 52 38 36 126(21.0%)

Audio’s 8 11 7 26(4.3%)

3D’s 32 0 30 62(10.4%)

29

Digital Elements about Brand Value

Video GIF H5 Voice 3D

Consist of Brand Value

Protect Explore Inspire

Total 327(54.6%) 181(30.2%) 91(15.2%) 599(100%)

30

234

152

8 32

125

7

38

11 0

5

14

36

730

0

100

200

300

400

Video's GIF's H5's Voice's 3D's

Digital Elements about Brand Value


Figure 3-3

Subject Exposure of Brand Value

Protect Explore Inspire Total

Valid Per Video 5.2 2.8 0.1 8.1

Per GIF 0.1 0.4 0.8 1.3

Per HTML5 3.5 2.5 2.4 8.4

Per Audio 1 1.4 0.9 3.3

Per 3D 16 0 15 31

Total 25.8 7.1 19.2 52.1

31

Chapter4 Audience Responses

4.1 Aim and Objective

Based on content analysis, we choose 5 advertisements which contain most amount of

the three brand values as the representative of 5 digital elements. The questions are

designed according to scale items of attitude toward advertising and brand. Considering

different young consumers may have different attitudes towards digital elements, former

study of young luxury consumers in China (Joann Ngai and Erin Cho, 2012) will be used

to identify four types of consumers.

The results of this research are able to answer whether digital elements can achieve

positive advertising effects. The results will also help luxury brand design and conduct

effective digital communication toward certain kind of young consumers.

5.20.1 3.5 1.

16.2.8

0.42.5

1.4

0.

0.1

0.8

2.40.9

15.

0.

10.

20.

30.

40.

Per Video Per GIF Per HTML5 Per Audio Per 3D

Subject Exposure of Brand Value


32

4.2 Literature Review This literature review consists of three parts. The first two parts are mainly about the

multidimensional scales to measure ad attitudes and brand attitudes. Previous research has

provided solid groundwork for measuring consumer’s attitude toward advertising and

brand. The third part try to elaborate different types of young luxury consumers and their

purchasing motivation of luxury goods respectively based on former research.

4.2.1 Attitude towards advertising

We measure the attitudes towards Burberry’s advertisements via digital elements on

We-Chat Official platform with seven-point scales. The measurement of attitudes

composed of six dimensions:

Scale1 is a very general differential item pair, bad or good. This is the global attitude

toward advertisement (Darrel D, Muehling, 1987). The other 5 Scales consist of both

cognitive and affective issues. These scales measure whether the advertisement is

believable, whether the ad is informative, whether the ad is clear, whether the ad is likeable

and whether the ad is convincing. They are generated from Holmes and Crocker (1987),

Neese, William T. and Ronald D. Taylor (1994).

4.2.2 Attitude Towards Brand

In terms of attitude toward brand, we use three scales to measure. Each one of them

features how they recognize the brand as high quality, appealing or distinctive.

All the scales use Likert approach with score from 1 to 7. The higher scores on the

scale suggests that the person has a more positive attitude towards the advertisement that

they had been exposed.

33

4.2.3 Young Luxury Consumers and Purchasing Motivation

Joann Ngai et al. (2012) concluded that there are four distinct groups of luxury

consumer in China: 1.the oversea pack; 2.the self-established cool; 3.the luxury followers;

4.the spirituals. They purchase luxury brand by different motivation. The oversea pack

purchases luxury goods for obtaining quality workmanship, which is the connotation of

luxury brand. As for the self-established cool, setting trends and being unique are most

important reason. And the luxury followers purchase luxury goods because of their state

consciousness and they want to get public recognition. The spiritual is willing to spend

money on luxury items because they last longer so that they can promote sustainable

consumption.

4.3 Research Questions and Hypothesize

4.3.1 Research Questions

1. How do young customer think Burberry’s digital elements contribute to its brand value?

2. From the perspectives of young customers, do Burberry’s advertising presented by

digital elements attractive?

As mentioned in the literature review, young luxury consumers in China nowadays

can be featured into four genres: the overseas pack, the self-established cool, the luxury

followers and the spiritual.

However, it is also logical to infer that not every customer in China can be specifically

categorized into one single genre. So we refer the four genres as categories of luxury

purchasing motivations. And by this research, we are studying customers with different

34

luxury purchasing motivations, their attitudes towards Burberry’s advertising and brand

value presented by digital elements on We-Chat.

4.3.2 Research Hypotheses

Since we are doing the deductive research, so the hypothesis we made are all null

hypothesis.

4.3.2.2 Brand Value Related Hypotheses

Null hypotheses are made to assume customers’ awareness of Burberry’s three

brand values exposed on Burberry’s We-Chat official account have no relationship with

Burberry’s attitude towards advertising.

H01: Customers’ awareness of Burberry’s protection exposed on We-Chat official

account has no relationship with customers’ attitude towards advertising.

H02: Customers’ awareness of Burberry’s exploration exposed on We-Chat official


H03: Customers’ awareness of Burberry’s Inspiration exposed on We-Chat official


4.3.2.2 Advertising Related Hypotheses

H0a: The oversea pack’s consuming motivation of young consumers has no relationship

with their attitude towards Burberry’s advertisement presented by digital elements shown

on its We-Chat Officials.

H0a1: The oversea pack’s consuming motivation of young consumers has no

relationship with their attitude towards Burberry’s video advertisement shown on its

We-Chat Officials.

35


relationship with their attitude towards Burberry’s H5 advertisement shown on its We-

Chat Officials.


relationship with their attitude towards Burberry’s 3D advertisement shown on its We-

Chat Officials.


relationship with their attitude towards Burberry’s voice advertisement shown on its

We-Chat Officials.


relationship with their attitude towards Burberry’s GIF advertisement shown on its

We-Chat Officials.

H0b: The self-established cool’s consuming motivation of young consumers has no

relationship with their attitude towards Burberry’s advertising presented by digital

elements shown on its We-Chat Officials.

H0b1: The self-established cool’s consuming motivation of young consumers has no

relationship with their attitude towards Burberry’s video advertisement shown on its

We-Chat Officials.


relationship with their attitude towards Burberry’s H5 advertisement shown on its We-

Chat Officials.

36


relationship with their attitude towards Burberry’s 3D advertisement shown on its We-

Chat Officials.


relationship with their attitude towards Burberry’s voice advertisement shown on its

We-Chat Officials.


relationship with their attitude towards Burberry’s GIF advertisement shown on its

We-Chat Officials.

H0c: The luxury follower’s consuming motivation of young consumers has no relationship

with Burberry’s advertising presented by digital elements shown on its We-Chat Officials.

H0c1: The luxury follower’s consuming motivation of young consumers has no

relationship with Burberry’s video advertisement shown on its We-Chat Officials.


relationship with Burberry’s H5 advertisement shown on its We-Chat Officials.


relationship with Burberry’s 3D advertisement shown on its We-Chat Officials.


relationship with Burberry’s voice advertisement shown on its We-Chat Officials.


relationship with Burberry’s GIF advertisement shown on its We-Chat Officials.

37

H0d: The spiritual’s consuming attitude of young consumers has no relationship with

Burberry’s advertising presented by digital elements shown on its We-Chat Officials.

H0d1: The spiritual’s consuming attitude of young consumers has no relationship with

Burberry’s video advertisement shown on its We-Chat Officials.


Burberry’s H5 advertisement shown on its We-Chat Officials


Burberry’s 3D advertisement shown on its We-Chat Officials.


Burberry’s voice advertisement shown on its We-Chat Officials.


Burberry’s GIF advertisement shown on its We-Chat Officials.

4.4 Measurement Our Survey is to figure out whether there are relationships between customers’

attitude towards Burberry’s advertising and brand value presented by these five digital

elements. The research structure can be concluded as following:

4.4.1 Consumers’ Attitude

In order to better cover consumers’ attitude, we further divided this variable into the

following two parts, customers’ attitude towards advertising and consumers’ attitude

towards’ brand value.

38

As to the consumers’ attitude towards digital elements, we apply the “Attitude

towards Ad” measurement scale, which was sourced from Holmes and Crocker’s (1987).

The scale measures customers’ attitude towards advertisement in several scopes: offensive,

useful, believable, informative, likeable and convincing. Meanwhile customers’ attitudes

are measured by the seven point items from strongly disagree to strongly agree.

4.4.2 Creative Content

The definition of creative digital content requires agreement on the meaning of

content. According to Maghiros et al (2007), creative content refers to the creation of goods

with an intrinsic cultural, aesthetic or entertainment value which appears to be linked to

their novelty and/or uniqueness. As we focus on the study of five digital elements in this

paper, we define “creative content” in this study as “all digital content presented by video,

audio, GIF, 3D and HTML5 which consumers can access through Burberry’s official We-

Chat accounts”.

Digital Elements Definition

Video Video is a recording of moving visual images made digitally or on videotape.

Audio Sound, especially when recorded, transmitted, or reproduced.

GIF The abbreviation for “Graphic Interchange Format” and it is a type of computer file that contains images and is used especially to make them appear to move.

3D Three dimensional technology

HTML5 Hypertext Markup Language is a system used to mark text for World Wide Web pages in order to obtain colors, style, pictures, etc.

4.4.3 Brand Value

39

The brand value of Burberry according to our previous research, can be concluded as

Protect, Explore and Inspire.

We’ve interpreted the We-Chat digital present of these three values in the previous

content analysis. In the stage of questionnaire design, we’ve separately selected five

representative digital elements. And we defined representative as: 1. contained all of the

three brand values; 2. the number of times each brand value appears are of large amount,

and quite equal from one another.

4.4.4 Levels of Measurements

Measurements of nominal levels are used to filter out valid participant: ability to

purchase luxury, youth between age 20 to age 25.

Scale measurements are quoted from scale books and are used to rank the level

customers’ accept Burberry’s creative content on We-Chat, and their levels of agreement

on Burberry’s digital present of brand value. The design of levels is unified into 7 items

scales, ranking from strongly disagree to strongly agree.

4.5 Data collection

4.5.1 Sampling

In this research, we are aiming at finding out whether creative content and brand

value have effect on young customers’ attitude. Therefore, the sample of this research are

young customers who have the ability to purchase luxury products.

The sampling size is set strictly based on the calculation

n=.25CLC2/MOE2

40

The confidence level set for our study is 95%, with a MOE predetermined as 5%. We

therefore determined the valid number of our sample size as 395.

Consider the research question concerns a unique population who should meet the

requirement of frequent We-Chat users and luxury purchase ability. We decided to apply

the snowball sampling and distribute questionnaires via We-Chat.

Questionnaires are distributed to mainland students in Hong Kong Baptist University,

and wide-spread to their friends of same age. There is no doubt that students from mainland

are luxury brands’ target customers. And their friends are generally people of similar age

and economic status with them, who possibly possess different backgrounds. Under this

logic, we are able to cover young luxury customers of different purchasing motivations in

a most efficient way. A total of 413 feedbacks are collected in this stage.

4.5.2 Data Selection

We judge the validity of our samples based on the following two criterions:

A.! Respondents aged between 20-25

B.! Respondents who’s purchased luxuries priced over 1000 RMB in the past year

395 valid samples that meet these 2 criterions are selected for data analysis.

4.5.3 Planning

The survey is started in the middle of March 2016. Since the topic is predefined right

after we finished literature review of the whole project, we directly started the survey from

discussion of an outline of our questionnaire and ask for our tutor’s advice about the logic

and execution method. Then we revised our questionnaire after consulting our tutor,

reorganized it in a clear logic and add in more theory and scale measurement support for

41

question design. Questionnaires are distributed to the initial respondents, along with some

incentives. And is wide-spread to more potential respondents from the initial respondent.

We built up a We-Chat group in order to include all the potential respondent, check their

validity and send them incentive after they help filling the questionnaire. Respondents’

validities are also checked via their time spent on answering the questionnaire. Those who

finished the questionnaire within 10 minutes are eliminated, according to the length of our

questionnaires.

Site selection

As for sampling, we send the questionnaires by We-Chat groups, on We-Chat moments

and So-jump Platform.

Time Schedule

4.6 Questionnaire Design Questionnaire is designed based on the following logic:

42

Questionnaires collected from respondents aged between 20-25 who have

purchased luxury priced over 1000 RMB are defined as valid sample.

4.7 Data analysis and results 4.7.1 Demographic Analysis

Analyzing the feeling and attitude of people towards five different kinds of digital

elements in this part.

According to the Table 4-1, the mean of young luxury customers’ needs for self-

expression and status recognition are around 4.3, indicates their pursuit of self-expression

and status recognition are not as significant as we commonly believe. On the other hand,

quality and durability still remains the most important pursuit for young luxury customers

nowadays, with the mean value around 5.0.

Table 4-1 Four Kinds of Motivations

Demographic Information Collection

Advertising Presented Through the Five Digital Elements

Customers’ Attitude Towards Ads Customers’ Awareness of Brand Value

Customers’ Awareness of Brand Values Exposed on Burberry’s We-Chat Official Account

43

Variable Minimum Maximum Mean Std. Deviation

The overseas pack 1 7 5.04 1.436

The self-established cool 1 7 4.38 1.583

The luxury followers 1 7 4.22 1.680

The spirituals 1 7 4.99 1.544

Meanwhile customers’ attitude towards digital advertising varies with different

digital elements. According to the chart, 3D ad and voice ad have been the most likable

digital elements among the five, with a mean value close to 4.4. However, their likeness

towards video ad has been unexpectedly low, with a mean value around 4.0.

Table 4-2 Attitude towards Five Advertisements

Variable Minimum Maximum Mean Std. Deviation

Video 1 7 4.08 1.27

HTML5 1 7 4.24 1.23

3D 1 7 4.41 1.37

Voice 1 7 4.40 1.30

GIF 1 7 4.05 1.43

Customers’ level of awareness of brand values shown in 3D ad and voice ad out

stood from the five digital elements, performed as a number around 4.5 in average. Whereas

their awareness of brand values shown in video ad and HTML5 ad are of an average level.

44

Figure 4-1

Attitude towards Brand Value

Video HTML5 3D Voice GIF Overall

Protect 4.37 4.38 4.60 4.53 4.09 4.64

Explore 4.29 4.25 4.56 4.54 4.09 4.84

Inspire 4.56 4.29 4.46 4.59 4.13 4.92

Average 4.41 4.31 4.54 4.56 4.10 4.80

0.1.25

2.53.75

5.6.25

Video HTML5 3D Voice GIF Overall

Attitude Towards Brand Value


45

4.7.2 Correlation Analysis

To test the hypotheses, correlation test is used to analyze relationship between four

motivations and five advertising formats.

According to Table 4-3, the test results showed that, at a 99 percent confidence level,

the hypothesis a1 that these the overseas pack’s attitude towards video ad have no

relationship is rejected. And the attitude of the overseas pack is positively correlated with

video ad. As for the HTML5 ad, we reject the hypothesis a2 that the attitude of the overseas

pack has no relationship with the HTML5 ad, and hold the idea of a positive relationship

between two variables at a 99 percent confidence level. As regarding the 3D ads, the

hypothesis a3 is rejected and the attitude of the overseas pack is positively correlated with

3D ad at a 99 percent confidence level. For the voice ads, we reject the hypothesis a4 at a

99 percent confidence level and the attitude of the overseas pack is positively correlated

with voice ad. As to the GIF ads, we reject the hypothesis a5 and the attitude of the overseas

pack is positively correlated with GIF ad at a 95 percent confidence level.

As for the self-established cool’s attitude towards ads, the test results showed that, at

a 99 percent confidence level, the hypothesis b1 that these the self-established cool’s

attitude towards video ad have no relationship is rejected. And the attitude of the self-

46

established cool is positively correlated with video ad. As for the HTML5 ad, we reject the

hypothesis b2 that the attitude of the self-established cool has no relationship with the

HTML5 ad, and hold the idea of a positive relationship between two variables at a 99

percent confidence level. As regarding the 3D ads, the hypothesis b3 is rejected and the

attitude of the self-established cool is positively correlated with 3D ad at a 99 percent

confidence level. For the voice ads, we reject the hypothesis b4 at a 99 percent confidence

level and the attitude of the self-established cool is positively correlated with voice ad. As

to the GIF ads, we reject the hypothesis b5 and the attitude of the self-stablished cool is

positively correlated with GIF ad at a 99 percent confidence level.

For the luxury followers’ attitude towards ads, the test results showed that, at a 95

percent confidence level, the hypothesis c1 that these the luxury followers’ attitude towards

video ad have no relationship is rejected. And the attitude of the luxury followers is

positively correlated with video ad. As for the HTML5 ad, we accept the hypothesis c2 that

the attitude of the luxury followers has no relationship with the HTML5 ad. As regarding

the 3D ads, the hypothesis c3 is rejected and the attitude of the luxury followers is positively

correlated with 3D ad at a 99 percent confidence level. For the voice ads, we reject the

hypothesis c4 at a 99 percent confidence level and the attitude of the luxury followers is

47

positively correlated with voice ad. As to the GIF ads, we reject the hypothesis b5 and the

attitude of the luxury followers is positively correlated with GIF ad at a 95 percent

confidence level.

As for the spirituals’ attitude towards ads, the test results showed that, at a 99 percent

confidence level, the hypothesis d1 that these the spirituals’ attitude towards video ad have

no relationship is rejected. And the attitude of the spirituals is positively correlated with

video ad. As for the HTML5 ad, we accept the hypothesis d2 that the attitude of the

spirituals has no relationship with the HTML5 ad. As regarding the 3D ad, voice ad and

GIF ad, the hypothesis d3, hypothesis d4 and hypothesis d5 are accepted that attitude

towards these ads have no relationship with the motivation of spirituals.

48

Table 4-3

Correlation Test

**. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

The Overseas Pack

The Self-Established Cool

The Luxury Followers

The Spirituals Video HTML5 3D Voice GIF

The Overseas Pack 1 .428** .265** .299** .286** .151** .245** .223** .116*

The Self-Established Cool 1 .481** .110* .320** .176** .290** .228** .211**

The Luxury Followers 1 .135** .228* .097 .168** .162** .121*

The Spirituals 1 .154** .056 .034 .054 .085

Video 1 .423** .376** .421** .474**

HTML5 1 .600** .454** .450**

3D 1 .482** .386**

Voice 1 .452**

GIF 1

49

4.7.3 Regression Analysis

Testing the relationship between the awareness of three brand values and young

customers’ attitude towards five digital advertisements.

4.7.3.1 Protection

Table 4-4 provides the results of regression analysis of the awareness of protection

and attitude towards five advertisements. The R Square is 0.406, which is good and imply

the attitude of five advertisements can interpret the awareness of protection at the level of

40.7%. And because of the project only focus on the awareness of protection and attitude

towards five advertising formats in this part, the higher requirement of the value of

coefficient is not needed.

Table 4-4 Awareness of Protection

Variable Beta SE P R Square

Video .093 .054 .083 -

HTML5 .093 .058 .532 -

3D .036 .054 .000 -

Voice .241 .054 .000 -

GIF .297 .049 .000 -

Overall 53.292 1.122 .000 .407

The results of regression show the five advertisement formats’ P value (sig.) = 0.000

< 0.05, and the value of beta is 53.292, which means the awareness of protection has a

significant and positive relationship with the attitude towards the advertisements.

Meanwhile, the awareness of protection has a positive relationship with young

customer’s attitude towards 3D ad, voice ad and GIF ad. While the relationship between

awareness of protection and attitude towards HTML5 ad as well as video ad are not

significant at 95 percent coefficient level.

50

4.4.2.2 Exploration

Table 4-5 provides the results of regression analysis of the awareness of exploration

and attitude towards five advertisements. The R Square is 0.396, which is good and imply

the attitude of five advertisements can interpret the awareness of protection at the level of

39.6%. And because of the project only focus on the awareness of exploration and attitude



Table 4-5 Awareness of Exploration


Video .069 .054 .201 -

HTML5 .028 .058 .626 -

3D .348 .055 .000 -

Voice .088 .054 .104 -

GIF .308 .049 .000 -

Overall 51.073 1.128 .000 .396

The results of regression show the overall five advertisement formats’ P value (sig.) =

0.000 < 0.05, and the value of beta is 51.073, which means the awareness of exploration

has a significant and positive relationship with the attitude towards the advertisements.

Moreover, the awareness of protection has a positive relationship with young

customer’s attitude towards 3D ad and GIF ad. While the relationship between awareness

of exploration and attitude towards video ad, HTML5 ad as well as voice ad are not

significant at 95 percent coefficient level.

4.4.2.2 Inspiring

Table 4-6 provides the results of regression analysis of the awareness of inspiring and

attitude towards five advertisements. The R Square is 0.394, which is good and imply the

attitude of five advertisements can interpret the awareness of protection at the level of

51

39.4%. And because of the project only focus on the awareness of exploration and attitude



Table 4-6 Awareness of Exploration


Video .084 .053 .119 -

HTML5 -.024 .062 .693 -

3D .384 .054 .000 -

Voice .100 .054 .064 -

GIF .282 .049 .000 -

Overall 50.574 1.120 .000 .394

The results of regression show the overall five advertisement formats’ P value (sig.) =

0.000 < 0.05, and the value of beta is 50.574, which means the awareness of inspiring has

a significant and positive relationship with the attitude towards the advertisements.

In addition, the awareness of inspiring has a positive relationship with young

customer’s attitude towards 3D ad and GIF ad. While the relationship between awareness

of inspiring and attitude towards video ad, HTML5 ad, voice ad is not significant at 95

percent coefficient level.

4.8 Conclusion The motivation of overseas pack and self-established cool has significant correlation

with all these five ads while the motivation of spirituals only has a significant link with

video ad.

All the correlation is positive and the highest correction is found between the

motivation of spirituals and the video ad.

52

Overall, the motivation of spirituals has higher correlation with five ad formants

compared with other three motivations, which the attitude towards ads would influence this

motivation best.

According to the regression analysis, both 3D ad and GIF ad have positive

relationship with customers’ awareness of Burberry’s three brand values, which means as

customers like the 3D ad and GIF ad more, they think Burberry is a brand that features

protection more.

Video ad also has positive relationship with awareness of brand value while video ad

and HTML5 cannot link the relationship with young customers’ awareness of brand value.

4.9 Discussion

4.9.1 Background

A combination of content analysis and questionnaire is made for a bigger picture

and greater inspirations. By comparing the figure 3-1 and figure 3-2 with the figure 4-1

we’ve discovered some new findings that worth discussion.

According to data comparison between these three charts, we are interested in the

unexpected difference between the average times of brand values exposed in each video,

H5 and voice, and customers’ average level of awareness of brand values exposed in each

of these digital elements.

Though being coded as high in brand values exposure in content analysis,

customers’ awareness of brand value exposed in video and H5 is relatively low. Whereas

low in brand values exposure, customers’ awareness of brand values exposed in voice is

surprisingly high. And 3D, though being least applied on Burberry’s We-Chat official

53

accounts, has delivered a steady strong performance in both brand value exposure and

customers’ brand value awareness.

Therefore, we decided to apply a T-test analysis between these four elements in

order to further elaborate the differences of customers’ awareness of brand value exposed

in these three digital elements.

4.9.2 Hypotheses

Null hypotheses are made, assuming the difference between these four digital elements as

insignificance.

H0I: There is no significant differences between the customers’ awareness of brand values

exposed in video and 3D.

H0II: There is no significant differences between the customers’ awareness of brand values

exposed in voice and 3D.

H0III: There is no significant differences between the customers’ awareness of brand

values exposed in voice and video.

H0IV: There is no significant differences between the customers’ awareness of brand

values exposed in video and H5.

4.9.3 Data Analysis

The correlations between 4 paired samples are all in strong significance (P Value <

0.05), showing their possibilities to be compared.

54

Table 4-7

Paired Samples Correlations

Paired Samples Correlations Paired Differences

Correlation Sig. Mean Std. Error Mean

95% Confidence Interval of the Difference

t Sig. (2-tailed) Lower Upper Pair1 voice-3D .457 .000 .019 .076 -.130 .167 .245 .806 Pair2 3D-video .440 .000 .132 .096 -.017 .282 1.742 .082 Pair3 voice-video .532 .000 .151 .070 .013 .289 2.149 .032 Pair4 video-html5 .485 .000 .098 .074 -.048 .244 1.317 .189

55

According the T-test results, the significance level of pair: video and 3D, voice and

3D, video and H5 are all above .05, showing their insignificance in difference. Only the

difference between customers’ awareness of brand values shown in voice and video has

been significant, which shows a significant level below .05 in both the pair sample

correlations analysis and T-test analysis.

Capter5 Conclusion

5.1 Main Findings Although young customers in China nowadays have already become the main

contributors to luxury brands revenue growth, previous industry analysis has shown luxury

brands’ hesitation of following the digital trend. This is mainly due to their fear that the

classless world on Internet may cause negative effect on their brands’ exclusivity and high

quality. However, the real picture shown by our research has proved their worry is

unnecessary. Young customers, who are concerned most about the quality and durability

of luxury brands, show a positive attitude towards luxury brands’ digital communication.

The leverage of digital elements itself is inspiring, which may become the new way to

attract young luxury consumers.

Among all the five digital elements that brands applied, video has been a safe but

rather conservative way to win young customers’ preference. And if a luxury brand intends

to be perceived as truly inspiring among the youth, it should work hard on 3D and GIF.

Meanwhile, customers’ attitude towards digital advertising varies with their motivation. It

is necessary to target customers of different motivations with different ad formats.

56

5.2 Limitation Our questionnaire is designed with few demographic information collected from

respondents, which limits the capacity of analysis. More demographic like gender can be

adopted in further study.

The effectiveness from content itself has been an interference to our research, it is a

major threat to the validity of our survey. Although measurements are done to eliminate its

influence, the unavoidable existence of the interference should be confessed.

57

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59

Appendix

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3. Reliability Check

digital marketing communication of luxurious brands in...

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