Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 27, 03 January 2024
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Customers in Hong Kong Go Back to Offline Stores after the Pandemic: An Empirical Study with Four Campaigns Provided Based on The North Face
* Author to whom correspondence should be addressed.
Abstract
The last few years have seen a special era of the pandemic that leads to blocking and segregation at each corner of the society worldwide. The situation driven by the pandemic is no longer severe as the pandemic fades away, with a trend observed in shopping ways. Hong Kong is a typical area with strict policies implemented during the pandemic, yet citizens in Hong Kong prefer offline shopping, compared with online shopping, after the pandemic since the beginning of 2023. Based on The North Face, a brand popular in Hong Kong, the current study collected the questionnaire data from hundreds of participants and put forward four campaigns. In light of the possible transfer of recovery from the pandemic, it is anticipated that in addition to The North Face, other offline stores may also benefit from this study.
Keywords
e-commerce, integrated marketing, social media, The North Face
References
1. E-commerce Worldwide: Statistics & Facts. Retrieved from https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/.
2. Grimmer, L. (2022). Lessons from the COVID-19 pandemic: The case of retail and consumer service firms. Journal of Retailing and Consumer Services, 68, 103012. https://doi.org/10.1016/j.jretconser.2022.103012
3. Athlete Development Program. Retrieved from https://www.thenorthface.com/en-us/about-us/athlete-development-program.
4. Pantano, E., Dennis, C., & De Pietro, M. (2021). Shopping centers revisited: The interplay between consumers’ spontaneous online communications and retail planning. Journal of Retailing and Consumer Services, 61, 102576. https://doi.org/10.1016/j.jretconser.2021.102576
5. Lozano-Blasco, R., Mira-Aladren, M., & Gil-Lamata, M. (2023). Social media influence on young people and children: Analysis on Instagram, Twitter and YouTube. COMUNICAR, 31, 125–137. http://doi.org/10.3916/C74-2023-10
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
- ISBN (Print)
- 978-1-83558-257-2
- ISBN (Online)
- 978-1-83558-258-9
- Published Date
- 03 January 2024
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/27/20232118
- Copyright
- 03 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited