Social networking sites (SNS) is an image-oriented sharing platform and can form social relationships among users. This allows individuals to create and share the contents which include their stories, ideas, reviews, opinions, and evaluations, etc. Consumers who sympathize with and trust these contents will follow them and form the relationships. Contents created and shared by individual users is more effective than advertisements delivered by brands in generating electronic word of mouth (e-WOM). Accordingly, opinion leaders and influencers who influence potential customers based on their opinions and style related contents have emerged in various fields such as health, fitness, fashion, beauty, food, and high-tech.

Introduction Recently, the popularization of mobile devices has been changing the pattern of customers’ life. In the online market, the distribution market has been also expanding from PC-based online to mobile shopping using smart phones. As the shopping market using mobile has grown rapidly in the developing smart age, the interest of home shopping is moving toward mobile media. Through the home shopping company's web site and mobile application, live broadcasting, real-time communication service, and other customers’ review are performed at the same time. Home shopping customers who have questions or inquiries about products are meeting salespeople through home shopping mobile application and real-time communication service. The significance of this study is to present effective strategies for connecting live home shopping and real-time communication of mobile application, thereby enabling customers to make smart consumption. Through this service, home shopping company can perceive customers’ needs as well as form cocreation value with customers. In addition, home shopping company aims to provide a more useful and effective method in the process of providing real-time communication service by checking the form of customers participating in real-time communication service. Theoretical Development Although there are many prior researches on adaptive selling on salespeople in offline, research on effective sales strategies of live home shopping and real-time communication using application has not yet been conducted. Nowadays, many customers' purchasing methods are moving from offline to online. Therefore, by referring to similarities between virtual world and actual society in Internet space studied in many previous studies, we would like to find out whether the offline advantage of "adaptive selling tactics" in the sales field can be applied to on-line. Adaptive selling means changing sales behavior throughout the interaction or interaction with the customer based on perceived information about the sales situation. Salespeople need to change their sales behavior in order to meet each sales situation or individual customer's desires. Adaptive selling can be said to modify the communication style and content according to the customer's desire (Weitz, Sujan & Sujan, 1986; Spiro & Weitz, 1990). The main reason for the co-creation value activities of companies and customers is that the marketing paradigm is shifting from good-dominant logic to service-dominant logic (Lusch & Vargo, 2006). This means that new value creation areas of new product development are expanding as customers participate in various decision-making related to the companies (Payne, Storbacka & Frow, 2008). To realize the value proposition, a firm must co-create value with its customers by means of direct interaction (Grönroos & Voima, 2013). Research Design The contents of this study are as follows. First, we divide the adaptive selling strategies of salespeople in real life into live home shopping and mobile application roles, and then examine whether live home shopping and mobile application affect customer trust. In previous study, Frazier and Summers (1984) proposed six tactics – information exchange, recommendation, request, threats, promises, and legalistic pleas, and Richard et al. (2006) proposed another six tactics. Anderson and Weitz (1989) define trust as one party’s belief that its needs will be fulfilled in the future by actions undertaken by the other party. Second, we investigate the effect of customer trust on home shopping commitment relationship. Ganesan (1994) defined relationship commitment as the desire to develop stability of relationship, the belief that the relationship is sustainable, and the willingness to make short-term sacrifices to maintain the relationship. Through this process, we are able to confirm the possibility of replacing actual meeting with tool called online real - time communication. Third, we want to find out the effect of home shopping commitment relationship on brand commitment relationship. Even if the same brand product, we can know the effect of commitment relationship depending on home shopping company. Finally, we are going to find out how to create co-creation values with customers by real-time communication service to solve the questions and problems of customers immediately. The creation of co-creation values between customers and companies can increase the success rate of new product development that reflects the core needs of customers and reduce resources such as corporate marketing and R & D, which can ultimately serve as a driving force for creating sustainable competitive advantage (Vernette & Hamdi-kidar, 2013).

Many fashion brands have established brand pages or accounts in social media platforms as a vehicle to promoting brand and managing customer relationship. Customers’ interaction in social media with other customers and brand page maintainers could attract their attention of the brand and inform their purchase decision. Despite the significance of the interaction in social media, there has limited attention on the social media using experience specified in fashion brand area. Drawing on theories and concepts from diverse areas including social media marketing, consumer psychology, and fashion brand management, this study propose four dimensional of social media using experience to understand how the experience with fashion brand page could enhance customers’ fashion consciousness and status consumption behavior. Data collected from customers who following main fashion brand pages in Instagram and used to test the hypotheses. Implications for research on social media marketing of fashion brand are discussed.

Socialization agents are an important aspect of a consumer's tool set for determining how they interact with the market environment. These agents are traditionally thought to be members of one's family, peers, and mass media (Bush, Smith, and Martin 1999; John 1999). Research as shown how socialization agents play an important role in marketing research and how they affect attitude formation (Shin, Ross, and Moon, 2015) and brand/store switching behaviors (Shin, Park, and Ross, 2012). Culture defines social norms and forms what are acceptable or even desirable consumption goods within a society (Kaltcheva and Weitz, 2006). Through this definition, one can assume that culture likely has significant influences on a consumer’s shopping motives. Previous researches have attempted to divide culture into dimensions of vertical/horizontal and collectivism/individualism; where vertical individualism is made up of individuals who attempt to stand out from others in their uniqueness via competitive natures, a focus on success and achievements, and acquisition of power; horizontal individualism consists of individuals who tend to shun successful people as boasters and consider values of modesty respectable while retaining their individuality and personal goals apart from comparing to others around them; vertical collectivists are those who recognize a hierarchal form of society and seek to maintain the consistency of traditional authority structures within it; and horizontal collectivists hold views less related to hierarchal recognition and more related to values of equal cooperation with an honest and direct demeanor (Shavitt, Lalwani, Zhang, and Torelli, 2006; Kurman and Sriram, 2002; Triandris and Gelfland, 1998). However, the operational items utilized in research surveys, while successful in the west, such as in the U.S., have struggled to stand out and show significance in the Korean society. This research attempts to provide more useful survey items that embrace each aspect of culture type more clearly in order to reach levels of significance and distinction that are sorely needed in this field. In South Korea, which is thought to be a predominantly collectivist culture (Hofstede, 2001; Rhee, Uleman, and Lee, 1996), a study of discount shoppers found they are inclined to shop for the purpose of socialization either because they enjoy being in a crowd or to compare their current social status level with other shoppers in the same store (Jin and Kim, 2003). Collectivist consumers tend to shop with others among their social circles and spend more time shopping (Ackerman and Tellis, 2001). Consumers that spend more time shopping are more proactive in obtaining information while they are shopping (Bellenger and Korgaonkar, 1980). Risk averse shoppers attempt to increase their market knowledge (Mano and Elliott, 1997), and collectivists are thought to be more risk averse and attempt to avoid risk through various methods, such as price signaling (Shannon and Mandhachitara, 2008). In China, a largely collectivist society, consumers are quite price conscious and focused on thrifty spending habits (Kim, Forsythe, Gu, and Moon, 2002; Zhang, 2001; Weidenbaum, 1996), and they are more likely to engage in obtaining product information during shopping ventures than their individualist American counterparts (Ackerman and Tellis, 2001). Jin and Kim (2003) suggested that Korean shoppers are socially motivated to shop in order to compare their levels of accomplishments with other shoppers in the same venues. This falls in line with a competitive nature distinct in vertical culture types. Verticality in culture values is related to competition and moving up the social latter, while horizontal cultural values denote a more cooperative and passive stance on standing out (Triandis and Gelfand, 1998). It seems logical to assume that vertical culture values tend toward more hedonistic values rather than utilitarian. Utilitarian shoppers are more concerned about price competitiveness and convenience when shopping (Jin and Kim, 2003), implying that individuals of a horizontal cultural nature are more concerned with price comparison and the places that conveniently provide them with information needed to make purchase decisions in the store rather than through external information search, such as through social interactions. When shoppers lack socialization agents or collective cultures to help them make purchase decisions, they must turn to the stores themselves for assistance and information acquisition. Studies have shown that a lack of social interaction creates feelings of loneliness in elderly shoppers, whom will then turn to various mall shopping motivations, such as service consumption and diversion, in order to alleviate their loneliness (Kim, Kang, and Kim, 2005). This suggests that the shopping motivation to interact with service personnel in stores acts as a substitute for situations where socialization agents are lacking. Shopping malls have been shown to be help mitigate feelings of social isolation and emotional disconnect from society (Forman and Sriram, 1991; Mochis, 1996; Kang and Ridgway, 1996). As collectivists tend to highly desire social interactions for a variety of reasons, it is quite likely that such interactions will be a driving factor for their motivation to shop, especially when they lack the appropriate socialization agents that will provide the means to give such interactions outside of the market. Customer satisfaction leads customers to stronger emotional attachments to the stores they are satisfied with, implying that individuals form social bonds with the stores themselves; and this, in turn, increases the likelihood of these individuals becoming regular patrons (Shin and Park, 2014). There are a variety of shopping motives that have been used for studies in previous researches. In this research, we take a look at the motivations of social interaction (Tauber, 1972), information seeking (Bellenger and Korgaonkar, 1980), and price comparison (Groeppel-Klein, Thelen, and Antretter, 1999), and how they are affected by socialization agents, both personal and non-personal, as well as culture type and how they influence an individual's likelihood of emotional attachment to stores.

Emotional sharing of brand has a power of connecting brand and consumer brand and consumer by transcending rational reason.

Research Background Electronic word-of-mouth (e-WOM) is becoming an important marketing tools in social media era. Consumes are accustomed to sharing information with others in social networking sites (SNSs), such as, Facebook, Twitter, etc. e-WOM is defined as “any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet” (Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004, p. 39). As referred by Cheung and Thadani (2012), e-WOM adoption is one of the most important response variables in e-WOM research. The information adoption model is widely used in prior studies and showed that e-WOM credibility and information usefulness have a direct positive effect on e-WOM adoption (Cheung, Luo, Sia, & Chen, 2009; Liu & Zhang, 2010). e-WOM credibility is related to the communicator’s expertise and trustworthiness, information usefulness is related to the contents-related characteristics (such as positive or negative view and volume, etc.). Moreover, receiver’s prior knowledge and involvement to the product/service are proved to have a moderate effect on the e-WOM adoption (Doh & Hwang, 2009; Park & Kim, 2009). Existing e-WOM adoption researches are overly depend on information adoption model and only focusing on the communicator and contents role but neglect the receiver’s role. The purpose of this study is to examine the relationship between receiver’s attachment styles and e-WOM adoption response. We assumed that receiver’s psychology characteristics will have an important effect on their e-WOM adoption in SNSs, it is the precondition for consider the communicator and content. Thus, attachment theory is used in this study to examine what kind of individuals will adopt the e-WOM information in SNSs. Relevant Theory Attachment theory is used in this study. Attachment theory attempts to explain the affectionate bonds formed between infants and their primary caregivers (Bowlby, 1969) and transfers to other interpersonal relationships later in life (Ainswworth, Blehar, Waters, & Wall, 1978). The early relationship between infants and caregivers can help a child develop an internal working model, which can guide the child’s thoughts, behaviors, and affect other relationships (Weimer, Kerns, & Oldenburg, 2004). These relationships not only include romantic relationships and friendships (Bowlby, 1969) but also include the attachment to possessions, brands, sports teams, and business partners (Grinstein & Nisan, 2009; Kleine, Kleine III, & Allen, 1995). Attachment styles can be formed from two dimensions: attachment avoidance and attachment anxiety (Brennan, Clark, & Shaver, 1998). The avoidance dimension refers to the degree that an individual’s view of others is positive or negative, whereas the anxiety dimension refers to the degree that an individual’s view of self is positive or negative. Avoidance dimension is related to the degree that individuals have a need for self-reliance, fear depending on others, distrust partners, and tend to keep emotional and cognitive distance away from partners (Brennan et al., 1998; Collins & Read, 1990).

Research Purpose This study is to clarify the image of luxury brand advertising is not equal to brand image completely, and the main purpose is to understand whether self-image congruence with luxury brand advertisement can affect the consumers’ brand loyalty. Research Background In earlier days, luxury brands were the preserve of the privileged few. But now they have become more affordable to consumers who are belong to middle-market with the problem of mass production largely solved. Now days, luxury brands play an increasingly important role in profit generation for global corporations. Atwal and Williams (2009) indicated that experiences are the central of luxury brand consumption activity, and the emotional, cognitive, and relational factors are important for luxury brand marketing. Thus, brand image is one of the most important factors for luxury brand. And, lots of scholars have proved that luxury brand has a significant positive effect on consumer purchase intention. Meenaghan (1995) identified that imagery advertising is one of the principle components of image creation. However, whether the image of the advertising is completely equal to the brand image? Most of the prior studies are only focusing on the brand image but neglect the image of the luxury brand advertising. Thus, this study is trying to emphasize the role of the image of luxury brand advertising and fill the prior research gaps. Hypotheses Theredistinguish the brand image and the advertisement image. Second is to compare the self-image with both brand image and advertisement image to understand the self-image congruence comprehensively. For the sample, we chose convenience sampling method and handed out 300 questionnaires. The totals of 248 questionnaires were used for analysis except for responses that said they had no experience of luxury brand consumption and have response error. Sample of respondents are consisting of 75% of females and 25% of males. The average of respondent's age was from 20 years old to 30 years old. The structural equation modeling (SEM) approach was used to validate the research model. Research Results As assumed in hypotheses, self-image congruence with luxury brand advertisement will increase consumers’ empathy to the advertisement and luxury brand esteem. Empathy to the advertisement and brand esteem will increase the luxury brand loyalty. Implications This study focus on the image of luxury brand advertisement and proved importance of congruence between self-image and the image of luxury brand advertisement. It is important for marketers not only just use advertisement to form the brand image but also should use the advertisement to match the target consumers’ self-image.

This study examines the effect of SPA store experience on formation of customer equity. Here we distingush dimension of store experience to sensory, affective, behavioral, intellectual, and relational experience and dimension of customer equity to value, brand, relationship equity. To verify relationship between dimension of store experience and customer equity, as well as loyalty, we use structural equation modeling. As a result, relationship between variables have a significant effect on each other exclude hypotheses such as relationship between affective experience and value equity and relationship between behavioural experience and relationship equity. The result indicates that reinforcing SPA store experience likely to have positive impact on formation of customer equity and loyalty strength.

This study examines the effect of SPA store experience on formation of customer equity. Here we distingush dimension of store experience to sensory, affective, behavioral, intellectual, and relational experience and dimension of customer equity to value, brand, relationship equity. To verify relationship between dimension of store experience and customer equity, as well as loyalty, we use structural equation modeling. As a result, relationship between variables have a significant effect on each other exclude hypotheses such as relationship between affective experience and value equity and relationship between behavioural experience and relationship equity. The result indicates that reinforcing SPA store experience likely to have positive impact on formation of customer equity and loyalty strength.

This study explores the moderating role of perceived sponsor motive and event-self congruence on the relationship between event-sponsor congruence and attitude toward sponsor in CSR advertisingcampaigns. A scenario based 2 (event-sponsor congruence: high/low) ⅹ 2 (perceived sponsor motive: selfish/altruistic) ⅹ 2 (event-self congruence: high/low) between-subjects design experiments are conducted for the test of hypotheses. According to the results of ANCOVA, consumers' perceived sponsor motive and event-self congruence are shown to moderate the effect of event-sponsor congruence on consumers' attitude toward sponsor. And, when the consumer perceives sponsor motive as ‘altruistic’ and event-self congruence as ‘high’, the difference of attitude toward sponsor between the high group and low group of event-sponsor congruence perception is the lowest.