While the luxury goods market has shown a slow growth, brands are becoming devoted when developing strategies optimized for customer’s needs in order to survive in a competitive environment. Face-to-Face (FtF) service is one of the differing strategies that luxury brands pursue in their offline in-store environment. With the advance of digital technologies such as artificial intelligence, this service is expanding also to online. Chatbot is an emerging online communication tool that offers to customers a new, unique and personalized digital service. The traditional way of measuring communication between a luxury brand and the luxury customer has been through face-to-face (FtF) interactions that customers can experience directly at the store. However, there is a lack of researches on chatbot, a new conversational agent. The aim of the present study is to identify the effects of conversational agents marketing efforts on communication outcomes. Second, within this context, the study clarifies how the service provided in-store (FtF) differs from the service provided through online store (chatbot). Last, it verifies how communication outcomes differ according to the customer’s personal traits. Online questionnaires were distributed among individuals aged 20-30 residing in Korea; thereafter, SPSS 21.0 and AMOS 18.0 were used to verify the proposed model and research hypotheses. Results show that luxury brand’s conversational agents marketing efforts have a positive effect on communication outcomes. In addition, communication outcomes that customers experience have difference for both FtF and Chatbot, as well as according to customer’s personal traits. The findings of the study provide meaningful implications for marketers, thus the conversational agents marketing efforts that customers experience in the brick-and-mortar store is also of some value in the digital context.

In recent years, companies, consumers, and society have increasingly committed to actions aimed at protecting the environment. Thus, environmental activity has become central to companies’ strategies. Apparel is becoming a disposable product, resulting in a sharp consumption increase (Hwang et al., 2016). The fast growing rates of apparel products consumption and waste lead to an environmental crisis. Smaller brands as well as many multinational companies, including large chains started selling clothes made of ecological fiber. According to the Ethical Fashion Forum, green fashion refers “represents an approach to the design, sourcing and manufacture of apparel which maximizes benefits to people and communities while minimizing impact on the environment.” (Cervellon & Wernerfelt, 2012). The purpose of this research is to analyze the relationship between perceived effectiveness of green products, attitude toward advertising, brand attitude, purchase intention and green behavior intention and to identify how claim specificity types, cognitive style and sustainable involvement influence on the relationship between variables.

There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings