上智大学経済学部

上智大学経済学部

Research Seminar

経済学部セミナー

上智大学経済学部セミナーは、オープンな学術セミナーです。学内・学外を問わずテーマに興味のある研究者・院生・学生の参加を歓迎します。当日配布の資料は部数に限りがございますので、予めご了承ください。

次回開催セミナー

日時 場所 報告者 タイトル
7月23日(月)
16:00〜18:10
2号館11階
経済学部会議室B
Riccardo Rialti
(University of Florence, Italy)

Lala Hu
(Ca'Foscari University of Venice, Italy)
Social media, luxury fashion marketing and Millennials; is it a perfect match? Evidences from several cross-country researches

The role of digital and mobile media in the customer journey in China
(1)16:00-17:00
Dr. Riccardo Rialti (University of Florence, Italy)
"Social media, luxury fashion marketing and Millennials; is it a perfect match? Evidences from several cross-country researches"

The luxury market has undergone a sharp growth in recent years, thus progressively attracting the attention of both fashion marketing scholars and practitioners. Actually, the size of the global luxury goods market has exceeded $1.2 trillion U.S. in 2017 in line with the remarkable growth of luxury consumers that will reach approximately 500 million worldwide in 2030. In such a context, luxury fashion brands have found that social media marketing in virtual consumer environments is a way to establish effective two-way communication channels for sharing and exchanging information, ideas, and user-generated content. Consequently, luxury fashion brands are creating online brand communities to enhance consumer-based brand equity; that is, to enhance assessments of brand image, identity, and value. A key factor of this global phenomenon has been the massive use of social media by younger generation of online users, or millennials, who are progressively willing to purchase fashion goods online. Hence, there is the need to understand younger consumers’ mindset to better design social media platforms to enhance the overall brand experience and assessment of brand equity in virtual fashion environments.
Building on these premises, the seminar will deal with the factors influencing millennial propensity to participate to virtual consumers environment created by luxury fashion brands. In particular, a pivotal role will be attributed to consumers' experience, materialism, skepticism, and loyalty, to virtual consumers' environment design and to brand heritage and authenticity.

17:00〜17:10 Break

(2)17:10-18:10
Dr. Lala Hu (Ca'Foscari University of Venice, Italy)
"The role of digital and mobile media in the customer journey in China"

Digital media are relevant touch points that contribute to shape the customer journey and allow consumers to engage more with firms. In particular, they play a primary role in the largest web-user base in the world, China. Internet also represents an increasing channel for Chinese consumers to purchase any type of products, including foreign and luxury brands.In this market, the main Internet access point is represented by mobile phones. This has led firms to substantially increase their expenditure in mobile advertising and e-commerce platforms’ implementation. During the seminar, two working papers will be presented.The first study aims at contributing to the recent marketing literature that conceptualize customer experience as a dynamic process by analyzing the customer journey in China related to foreign brands. It focuses on mobile and touch points by adopting a quantitative approach based on a questionnaire collected among Chinese consumers. The second study focuses on the communications issues faced by foreign luxury brands in implementing their social media strategies in China by carrying out a qualitative inquiry.

2018年度

日時 場所 報告者 タイトル
4月27日(金)
17:00〜18:30
2号館11階
経済学部会議室B
Ian Coxhead
(Department of Agricultural and Applied Economics, University of Wisconsin, Madison)
Fossil Fuel Subsidy Reform in the Developing World: Who Wins, Who Loses, and Why?
5月18日(金)
16:30〜19:45
2号館11階
経済学部会議室B
Geir B. Asheim
(University of Oslo)

Jonathan Goyette
(Université de Sherbrooke)
Rank-discounting as a resolution to a dilemma in population ethics (coauthor: Stéphane Zuber)


Civil armed conflicts: the impact of the interaction between climate change and agricultural potential
5月25日(金)
17:00〜18:30
2号館11階
経済学部会議室B
尾沼広基氏
(早稲田大学)
How much household electricity consumption is actually saved by the replacement with Light-Emitting Diodes (LEDs)?
6月8日(金)
17:00〜18:30
2号館11階
経済学部会議室B
Walter Bossert
(University of Montreal and CIREQ)
A general definition of positionalist voting rules (coauthor:Kotaro Suzumura)
6月22日(金)
17:00〜18:30
2号館11階
経済学部会議室B
功刀祐之氏
(早稲田大学 環境経済・経営研究所)
仮想評価法を用いた観光地における無電柱化事業の研究ー世界遺産である富岡製糸場を事例としてー
7月5日(木)
17:00〜18:30
2号館11階
経済学部会議室B
Tai-Young Kim
(Sungkyunkwan University Graduate School of Business, South Korea)
The political origin of identity movement: the rise of alma mater university presidents
7月23日(月)
16:00〜18:10
2号館11階
経済学部会議室B
Riccardo Rialti
(University of Florence, Italy)

Lala Hu
(Ca'Foscari University of Venice, Italy)
Social media, luxury fashion marketing and Millennials; is it a perfect match? Evidences from several cross-country researches

The role of digital and mobile media in the customer journey in China
7月31日(火)
17:00〜18:30
2号館11階
経済学部会議室B
笹原彰氏
(University of Idaho, U.S.A.)
Explaining the employment effect of exports: value-added content matters