Essays Archive

American and Chinese economies

China, Comparison, USA

Pages:11

GEPPS Research Project

American and Chinese economies

In America and China, many global, ethical, political, physical, and societal indicators highlight how both nations operate. Both nations are not allies, mainly because there is no overriding security interest. There are also no values regarding political aspects because of the concepts about this context. Beijing looks forward to a multipolar post-American world while Washington is trying to implement power wanes and preserve its liberal order. The scope of both nations is different in terms of ethics, legal aspects, and societal context (Dittmer, L., & Liu, G. 2006). The steady market reforms of China have shown that state-directed stimulus is related to mixed economy aspects, and it works for the low return investment, whereas this is not larger than the market economy.

The US has a strong and largest economy in the world for over 140 years. The GDP of the country is 22% of global GDP, but China is overtaking this ratio in terms of economic strength (Hong, Y. 2017). The GDP of China is based on purchasing power parity that highlights how economies can be stronger at absolute levels. In China, consumer goods are not expensive, so economists highlight that purchasing power is related to the money amount. Money is spent on similar goods and services when a country experiences low prices than others, and it provides an evaluation of income on the price differences. For example, the role of purchasing power party is central in evaluating price difference, if earning in New York is $50,000 per year, it is different from Beijing which is $50,000 per year, both will operate in different conditions, but the observations will provide a different data (Langfitt, F. 2014).

The United States of America is ranked number one economic power in the 21 of the 34 surveyed countries, while China is believed to be a top economic power by other 12, where there is a tie for top economy between China and USA in Lebanon. Usually, many non-European nations consider the USA as the top economy of the world, whereas many European countries like to see China at the top(Tauhman, B. 2007). For instance, in the survey of the countries in Asia-Pacific, around 46% state that USA is the top economy, whereas china has been suggested by 25%. In most of these countries, also, there is an ambiguity about the dominance of the USA and China, with such difference among the share about which country select the China and which country select the USA as the top economic power. Similarly, more think the USA is the top economy as compare to China in the sub-Saharan surveyed countries, but the people have different opinion. In South Africa and Nigeria, the trend to select the USA is a departure as of last year, where many from both of the countries term China as the top economy of the world.

To develop an understanding regarding the basic differences in American and Chinese ethics and culture, a visional image of Chinese and American ethical philosophies is pretty helpful. The researchers describe that the foundation of ethics can be found in the larger level ethical environment and in the personal-level beliefs, both of these are made on ethical philosophies. Economic national norms and ideology are the most primary factors in the international set-up(Brockman, J., Pinker, S., Vinge, V., Rees, Sterling, B. 2014).

In the United States, business agreements describe the nature and the particulars of a business connection together with the commitments of all involved parties. It is a culture that these obligations are privileged to the letter mad the spirit of the agreement. People must be bound to such contracts once entered. It is both ethical and legal obligation by all the parties and shows the basic faith in truth. Agents of business will try to work in deals which are very valuable to the business parties they are working with. The signing of agreement is generally taken as the final part of the business association (Hong, Y. 2017).

Business ethics in China are influence by many factors. They trust that all the things must be in harmony, getting the things analyzed for longer terms. If the changes will be significant and disrupting, the Chinese must prefer not to involve in any kind of action. This sentiment is rooted in Taoism and Confucianism. Harmony is underlined to keep public order and peace and noticeably shows the way Chinese behave and think. Agreements and negotiations connect people by strengthen the human relationships more as compare to the legal binding. Managers in China take agreements as the initial step to a stronger business association with the partners.

Financial crisis in USA resulted in the assumption among the ordinary citizen of America is that the China has developed itself as the strongest economic power in the world(Brockman, J., Pinker, S., Vinge, V., Rees, Sterling, B. 2014). This perspective flourished in the toughest financial crises of 2009 and has continued even then the crises impact has started to decrease. United States media have regularly communicated the same thought. But it was deliberately illogical.The basic cause for Americans’ disappointment is the job opportunities. USA joblessness falls to 9 percent in the last two years. It became more when a number of Americans stopped searching for jobs. In comparison, Beijing disclosed less than 4.5 percent figure of its unemployment, but the included only such people who were reported officially(Tauhman, B. 2007).

The size and growth of the economies of China and Us have a relationship between capitalism and democracy. A look at the Chinese capitalist system and democracy clears the situation. From 1958- 1962, in China, 45 million people death occurred due to the largest social experiment. This experiment was Great Leap Forward, yet known as a disaster for China. It is a leading nation for export and is ahead of the United States. Scott, B. R. (2011) discussed the history of china did not allow to escape from poverty, but World Bank figures show poverty in China was 88.3% in 1981and in 2015; it was 0.7%. A third way was deployed as a success factor for the political and economic model that was grounded as socialism and capitalism. China is successful because the power of capitalism is exercised (Bergsten, C. F. 2007). Mao has an omnipotent grip on the economy of China, so the past few decades progressively held the concept of the free-market economy by reducing powerful impact and introduced private ownership (Hong, Y. 2017). Political capitalism forces are contributing to economic success because it is contributing to economic development.

Most of the reform reminded leaders in China are behind the success of capitalism because these methods stimulated economic growth. The economic reforms legalized private enterprises to move towards shareholders, partners, and individuals. Large scales of business and opening of stock markets allowed the setting of prices and wage rates, so supply and demands in the free markets established. The red hats reforms in this way allowed the Chinese to become red capitalists. The capitalist reforms brought many growing pains for economies. In rural provinces, families lost jobs, and the investment rate declined due to state-owned enterprises. Democratic reforms in China since 1976 allowed the communist party to do monopoly as decisions were only made by few elites. Due to democracy, people faced a free environment by discussing their public matters. In this situation, the government worked hard on individuals to bring social stability (Brockman, J., Pinker, S., Vinge, V., Rees, Sterling, B. 2014). The democratic or capitalistic economy in China allowed industries, farms, and enterprises to enter into profit-making frameworks. Free market demand and supply set price level, wage rate, and production.

Capitalism and democracy in the US are not related to each other but are two ideological pillars that can bring unprecedented freedom and prosperity. In Europe, corporate restructuring has changed the role of social welfare and job security. Democracy required adherence to social and informal regulations that can bring flaws in the constitution design. These rules also protect the threat of power about charismatic leaders. Democratic norms in the wake of the rule of law allow maintaining policy battles to secure the interest and freedom of policy. Social democratic policymakers foresee some symptoms about federal and state policies that work to levy a tax on the wealthy. There are two opinions about democracy’s impact on the US; one is in favor of capitalism, and the second is against it. Liberal intelligence activists try to save democracy and enhance involvement in political activities. It is also observed that democracy is beneficial to social trust and encouraging voter participation as well as civic engagement (Capitalism, C. 2018).

Trump’s involvement in development activities is seen under democratic reforms.

The impact of the Internet on the two national economies, China and America, is significant, with the change in time, this impact is becoming stronger, in the form of societal, global, ethical and way of socializing. Enormous sizes of business and opening of securities exchanges permitted the setting of costs and compensation rates, so supply and requests in the free markets set up. The red caps changes thusly permitted the Chinese to become red industrialists.The method of sharing information, ideas, and organizing flow of concepts is facing transformation. Increased connectivity through the internet has evolved all the economies in terms of social, economic, and technological aspects. These stages of transformation are also impacting on industrial factors. These technological factors are transforming the agricultural and health sectors (Scott, B. R. 2011). In the US and China, technological innovations are creating opportunities for economic development. The access to infrastructure, better facilities, and the internet ecosystem have paved the way for development. In addition, it has also built a system of competition where every company is competing, and entrepreneurs are trying to thrive.

The nurturing of human capital is maximized due to internet globalization and interaction between global economies. The Internet is making a strong contribution towards economic growth. In both nations, the maturity of the internet is at peak, and it is increasing living standards because it is similar to the advancement in increasing per capita income, so magnitude is a positive impact, since it enhancing internet-related growth. Business transformation is increasing due to community involvement in the value chain. Manufacturing has been revolutionized because products and services are technically improving, so a dynamic framework for business is operating (Capitalism, C. 2018). In different countries, fast-growing ecosystems are growing the use of the internet so better access and infrastructure are increased. Large economies are focusing on better manufacturing options with integrated developments under diversified supply chain. The performance improvement is seen under technical organizations because web-savvy SMEs are continually bringing development context into consideration (Dittmer, L., & Liu, G. 2006). Web knowledgeable small-medium enterprises are introducing more opportunities than other companies because internet involvement is significant in increasing exports.

US and China define capitalism in relation to national political policies as a compressive framework that can accelerate economic development. In China, capitalism is a part of all the systems such as political, social, and cultural control in all over the economy because it is linked with state-owned policies (Charles, F. 2013). The Chinese government is successfully implementing the policies of capitalism to bring growth and economic development as a part of national policies. For example, Chinese agricultural aspects are decollectivized, and certain reforms are introduced. China is now considered as an increasing hub of global economic growth due to its superpower aspects. However, some commercial conflicts prevail in this realm that is playing a key role in installing a successful system. Chinese authority, as a socialist country, assumes authoritative capitalism. China and capitalism are showing powerful relationship because social theories are building interrelated structures in society (Tauhman, B. 2007). Political private enterprise powers are adding to financial achievement since it is adding to monetary turn of events. A large portion of the change reminded pioneers in China are behind the achievement of free enterprise on the grounds that these strategies animated monetary development. The monetary changes sanctioned private endeavors to move towards investors, accomplices, and people.

US capitalism is enacting national policies under democratic regimes. US economic system has focused on Keynesian capitalism systems and ideas to support economic and monetary policies. Political economies are facing capitalism, private ownership structure, and legitimate means of transferring property are considered in the US under a policy framework. Keynes’s perception about macroeconomic forces that stand for the capitalist rules, and it needs government to act as under the business cycle framework. The business activities and political framework in relation to the economy activity. Socialism and capitalism are seen in different national policy to set up the planned economy. The impact of US capitalism framework on production activities is based on profit. US is a capitalism society where government is making national policies regarding taxation, regulation and subsidy. The democratic capitalism in America is making the ideology regarding tripartite system of market so a democratic polity prevails. In various nations, quickly developing biological systems are developing the utilization of the web so better access and framework are expanded. Enormous economies are concentrating on better assembling choices with coordinated improvements under broadened inventory network.

Economic growth and personal freedom are interlinked if viewed by the perspective of US and China. Growth is an essential factor in American where more opportunities are being generated for the people (Dittmer, L., & Liu, G. 2006). The economic freedom is to make the economy and autonomous one that can support the regulation process of the economy. The economic freedom in America is related to free trade, rule of law and property rights. This aspect is also linked to the constitutions of government and enable it to make a long last economic growth, prosperity and opportunity. The economic freedom allows prosperity and freedom creates a connection for economic segments. This relationship matters most for the economy of China. The economic freedom thrives societies and engage them in financial authority. The Chinese economy consider freedom a fundamental right for human being so the score of China is 59.5% that is making the economy get highest GDP growth. The personal freedom and economic growth is also seen under the political policies. The both entities are linked in terms of democratic policies and considered a basic right for community as it helps develop certain segments of the society (Cruxer, T. 2018).

References

Bergsten, C. F. (2007). The United States and the world economy: foreign economic policy for the next decade. Washington: Institute for International Economics.

Brockman, J., Pinker, S., Vinge, V., Rees, M. J., Dennett, D. C., Dyson, G., … Sterling, B. (2014). What should we be worried about?: real scenarios that keep scientists up at night. New York, NY: Harper Perennial.

Capitalism, C. (2018). Map of China. Capitalism Without Democracy, xviii-xviii. doi: 10.7591/9780801461897-004

Charles, F. (2013). Predator Nation Corporate Criminals, Political Corruption, and the Hijacking of America. Crown Pub.

Cruxer, T. (2018). China Matters: Chinas Economic Impact in Latin America. The SHAFR Guide Online. doi: 10.1163/2468-1733_shafr_sim190130006

Dittmer, L., & Liu, G. (2006). Chinas deep reform: Domestic politics in transition. Lanham, MD: Rowman & Littlefield Publishers, Inc.

Hong, Y. (2017). Driving Capitalism to Western China. University of Illinois Press. doi: 10.5406/illinois/9780252040917.003.0002

Langfitt, F. (2014, November 7). Capitalism Is Making China Richer, But Not Democratic. Retrieved from https://www.npr.org/sections/parallels/2014/11/07/362284553/capitalism-is-making-china-richer-but-not-democratic

Scott, B. R. (2011). The Transformation of US Capitalism and Democracy, 1830–1937. Capitalism, 427–514. doi: 10.1007/978-1-4614-1879-5_13

Tauhman, B. (2007). Economic Impact of Internet in China. Chinese Business Review, 06(01). doi: 10.17265/1537-1506/2007.01.004

Adjusting Entries

Adjusting Entries

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Why are adjusting entries important? What are the consequences of not booking adjusting entries at the end of the accounting period?

Adjusting entries are crucial because they are used to align the books with all the transactions made before financial statements are prepared for a specific accounting period. Adjusting entries, as the name implies, are additions to accommodate the journal entries for the accounting period. Adjusting entries occur for transactions that have occurred but not listed in the books. To add any unrecognized income or expenses for the accounting period, adjusting entries are made into revenues or costs that goes along more than the accounting period. Suppose we have a tax for six months, but our accounting period is three months, then we have to adjust the entries accordingly – i.e., for three months. Moreover, the same goes for expenses. If we have paid for one-year costs, but we are closing the books for three months, we have to make some adjustments.

Revenues that we have received in advance will affect our obligations. However, the costs that we have paid in advance shall affect our assets.

Example of adjusting entries: In January, you sent an invoice of $10,000 to a client for the services you provided. But they pay you in February. In January, you note that money into accounts receivables- as you are expecting to receive it. In February, you record the payment for bank deposit – once received. To make an adjusting entry, you must not go back and erase the initial data and put a new one. Instead, you have to create a new entry altering the initial entries. Let’s assume that the clients ask you for a 5% discount on the service, and you agree to grant it to them. Now to make the adjustment that is in line with the new status, you deduct a 5% amount from your accounts receivables. Besides, the modifications are forced upon the accountants. Because the accounting period is coming to an end, and the financial statements need to be prepared.

By failing to record all the transactions accurately and not adjusting entries at the end of each accounting period and before the financial statements are prepared, those statements will be false and inaccurate. If the adjusting entries are continuously ignored and not added to the books, the inaccuracies and the fallacy of financial statements will significantly cause harm to the company. If adjusting entries are not added, some earnings, costs, assets, and debts/liabilities may not reflect its actual values when documented in the financial statements. Therefore, adjusting entries are necessary to add to the books because a single transaction, if not added, will affect the revenue and expenses in more than one accounting period. A nominal account effect one nominal account and one real account. A real account has an amount that is measured collectively at the end of each period rather than calculating period by period and then adding. However, a nominal is an account where balance is calculated period to period.

The term accrual means money has not changed hands. The earnings and costs are not added to the record of amounts but must be added because a specific transaction has been made, and it should be aligned with the books. However, if they’re ignored, it will have the wrong effect.

Following are some of the examples

Supplies adjustment. The supplies are initially added as assets. But, with time when they are utilized, they need be recorded expensed since the cost of purchase has run out. However, if they are not adjusted, the costs will be understated while the net income, assets, and equity will be inflated in the financial statements.
Prepaid Adjustments. The adjustment is needed owing to the fact that when payments are made in advance, they are noted as a debit to the asset account. With time, the costs are no longer valid and should be charged as an expense. If not adjusted in the books, the expenses will be understated. Whereas net income, assets, and equity will be inflated.
Adjustment of an unearned account-Type: Deferred Revenues. If you made insurance payment to someone, the person/company would defer revenue and unearned insurance as a liability. With time, after the person/company has earned that money, it transfers the cash to a regular income account by debiting the liability account, unearned income, and crediting insurance income. However, if the company makes no such adjustments, it will report understated revenues. Whereas inflated, net income, revenue, and equity.
Wage Accrual -Type: Accrued expenses. It is a must to accrue for wages gained but not paid through the end of the year. You should be doing this for payroll taxes as well. If not adjusted, expenses will be understated. Contrary to that, net income, assets, and equity will be inflated in the financial statements.
Depreciation. Not adjusting for depreciation will cause an error in your capital expenditure deduction for your company’s federal tax return. If the difference is significant enough, the government may begin a formal investigation of your company and audit your tax return.

Furthermore, there are other adverse effects of not adjusting entries. E.g., the total value of your assets plays a significant role in calculating its overall worth. If the adjustments are not made into accounts, then you will not be able to calculate the actual value of your business. That will lead to confused investors and make it hard for you to raise capital. Furthermore, if adjusting entries are not added, then you will not be able to reflect on each segment of your business.

You will not be able to evaluate each area, which results in an un-strategic business plan and wrong financial forecasting. The financial statements are the backbone of a company; if they do not reflect the actual value of a company, it will discontinue the business in the long run.

Response as US President on Cyber Attack from North Korea on Google & Facebook

Cyber Attack, Facebook, Google, North Korea, US President

Pages:5

Data is the most precious commodity present in the modern world. The case of stolen data is a matter of High Alert nature as it is privileged & confidential information of the American people that was shared with Google & Facebook with the confidence that it will remain safe. As the president of the US, I would take a middle position. I would choose not to go out hitting missiles as it has already been done in the past by American presidents who raged war based on no evidence regarding weapons of mass destruction. This study will depict how I as the US President will respond to the hacking of Facebook and Google’s Data by North Korea.

Raging a war based on an act of a few individuals is not only cruel but also extremely unjust. Just because few individuals hacked the documents, there is no justification for bombing the rest of the citizens as a result of that. Even if the hawks keep forcing, I will stand still on my own decision and choose not to start a war as an ex- Us president did in their times when they raged wars on poor people. I will take the most strict action possible against the perpetrators but

This is an action of some individuals and not of the whole country. There are millions of North Koreans who are deprived of the necessities of life. Bombing them all and turning the entire country to dust is an immensely cruel act. Firstly I would present the matter with evidence that was gathered regarding the hackers in the International court of justice. Being the principal judicial organ of the UN, I would bring the whole case into their notice and make Kim-Jong-Un give up this team of hackers to the US. They will be trialed for their actions, and they will be provided legal assistance.

Raising the voice at the UN is not only legal but the most logical of decisions considering the predicament. If I deal with the matter the same way every other previous US president did, it will only lead to millions of death, Chaos, and war. None of these things is what I would want any more for my country. Hence I would make the most logical of the decision by trusting the Justice system of the UN that will provide me with the solution to this predicament by intervening in this matter.

In case of North Korea does not give up the criminals, I would apply sanctions against the Country and make all the efforts within my power to hold any source of financial aids that is being given to them. I would also ask all allied countries to unite with the US in making sanctions against North Korea. I would make all ends meet in order to ensure that North Korea bends down against my commands regarding the criminal act. All those actions that are necessary and needed to be taken for them to give them over will be made.

Even if the UN isn’t able to get me those individuals that planned and executed this crime. I will take them from Korea at any cost. Even if I have to send a team of expendables to get the job done, I will do it. I will make sure that they are brought to the US, and they are prosecuted for the crime that they have committed, and that will put one of these actions to an end and bring the perpetrators to their fateful end. Whatever the law decides regarding the crimes and the intensity of the evil they have committed, they will be dealt with in that regard with exact accordance with their offense.

The 2nd and equally responsible set of people in this predicament are Google & Facebook. Considering that I am a US President with a responsibility of over 300 million people, in comparison to me, Facebook and Google have Billions of Users. Their responsibility towards the users is many times more, and so is the responsibility of protecting the rights of these citizens whose data was stolen due to the lack of security of these two companies making billions of dollars from them. The fact that Google and Facebook didn’t have a hack-proof firewall is the reason this happened.

It was the responsibility of the two companies to have a Firewall that can’t be breached. They should have had it in order not to let this matter occur. These 2 companies are amongst the most trustworthy companies as their customers share the most amount of data from across the world. Considering the level of responsibility they have regarding maintaining the privacy of each account, this still is a breach of privacy and security that needs to be responded in a serious manner. This is not a predicament that can ever be let go of due to the extent of the issue.

In that regard, I would launch a lawsuit against these two companies and take Mark Zuckerberg and Sundar Pichai to the court. The two companies make billions of dollars each year from the traffic their trusted customers generate. It is, by definition, their responsibility to create a system that is unbreakable considering the level of responsibility that lies on their shoulders. I would take strict action to regard their security system and also raise this global debate level against all cyber-crimes.

Each of the two companies will be fined for having such a firewall that allowed this incident to happen.Furthermore, I will retrieve information regarding all the individuals whose data has been hacked and make the two companies pay the damages to these individuals. I would also make sure for the CEO’s of these two companies to formally come forward and apologize for letting this incident happen to their customers. Adding to that, considering the seriousness of the matter, I would also talk to the nation and communicate to the whole country and the world that incidents like these would never happen again.

Both of these two actions are necessary considering the magnitude of the crime that has been committed by the hackers. Considering the intensity of the crime, both these mediums/ companies, in case they choose not to forward a formal apology, they will be blocked from operating in this predicament until they make absolute, unbreakable firewalls that never let any perpetrator enter into the system and be able to gain any such access to confidential data of the users at any level.

Another important step would be to take down Facebook and Google till the firewall is verified. Fining them would make them feel responsible, and they would spend more on their building a hack-proof firewall next time to avoid this predicament from happening ever again. They will stay down for the customers till the issue is verified to get resolved. After the firewalls are verified & a proper team of hack lockers is hired to fix this issue from never letting happen again, after the approval of the Ministry of Information, they will be allowed to go live again.

It can be concluded on the fact that as a US president it is my responsibility not to be cruel and remain just in my actions. Neither should the perpetrators be let go nor would be the irresponsible companies for having hackable servers. Bringing the perpetrators and making an example out of them is necessary. If either of the parties are left unpunished for their crimes, it would be unjust to the users who put their faith in sharing their private information when Facebook and Google demand them to provide for any sort of verification or validation.

Crime Theories

Cybercrime

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Role of leaders in driving creativity and innovation

Leadership and Innovation Performance

Pages:3

The Importance of Leaders for Innovation

Scholars like Abgor point out that to bring about competitive advantage and effectiveness, organizations place priority upon technology, strategy, innovation, creativity, culture, as well as organizational structure (Agbor, 2008). Creativity and innovation within an organization do not emerge through accident; in fact, they require leaders for controlling and driving deliberate changes within the culture, process, and structure of the organization. Organizational leaders tend to decide what happens within an organization as they bring about vision, momentum, and direction. Thus leaders are the catalysts for innovation, productivity, and for sustaining effectiveness.

Furthermore, leaders themselves must also be interested in the process of promoting innovation; otherwise, they can curb innovation and creativity within the organization (Agbor, 2008). For the spirit of innovation and creativity to foster within an organization, the role of leaders in enhancing creativity must be recognized first. Leaders can encourage innovation by designing and strategizing such a kind of environment that is conducive for innovation.

Leadership Type and Innovation

The leadership type which a manager uses can encourage or curb innovation. This is because not every type of leadership can enhance creativity, which is why organizations invest in certain leadership models that produce better innovation. Organizations that operate through hierarchical, authoritarian, control, and command model, in which leaders happen to make informed decisions from the top of the hierarchy, focus less on empowering employees through creativity. This is known as the heroic approach to leadership, which stemmed from organizations back in the 19th century. The heroic approach, however, does not bring about creativity or innovation as leaders cannot single-handedly lead organizations towards progression; rather, it involves many individuals with the right skills and tools to transform the organization.

The alternative to a heroic approach to leadership is shared leadership, which happens to be a post-heroic perspective on leadership. Pearce and Conger (2003) introduced the shared leadership perspective in which the focus is moved from single leaders to their coworkers who work together in such a way that they broaden the competence (Conger, 2003). Finally, in a new leadership approach, leaders are seen as managers of meaning, those who define organizations by articulating a vision for the organization. Transformational leadership and charismatic leadership are terms that describe this new leadership ideal that enhances creativity and innovation (Crevani, 2007).

Transformational Leadership and Innovation

Transformational leadership takes place when managers elevate as well as expand the interests of their employees in such a way that these subordinates are able to focus on the organizational needs, accept the purpose and vision and motivate other employees beyond their own self-interest. Employees who focus more on the bigger picture and the vision of the company, understand the importance of their work for the organization, and are motivated to be more creative for achieving organizational goals. Wang states that transformational leaders tend to bring about innovation as well as creativity within the employees through intellectual stimulation of the employees, individualized consideration, and through personal charisma (Wang, 2010).

Relevant literature on transformational leadership and employee innovation reveals several mechanisms through which this style of leadership can enhance innovation. For example, the leaders that exert the transformational style of leadership expect their subordinates to not only question the basic assumptions of the task but also to experiment and challenge with the status quo for better approaches such as through intellectual stimulation (Jiang, 2018).

Transformational leaders also provide the necessary support as well as discretion to the employees to act on their individual initiatives. Moreover, these leaders employ motivation as a form of inspiration to their employees by emphasizing on the part that their employees are performing for the company, which motivates these subordinates to provide useful insights as well as creative ideas for facilitating the success of the organization. Transformational leadership enhances employee motivation, which happens to be a key element for channelizing creativity and innovation. For example, transformational leadership provides the followers with heightened feelings of personal direction, vision, contribution to the organization and capabilities, all of which are related to employee motivation. Wang states that lab studies have found a direct relationship between employee creativity and transformational leadership under certain conditions.

References

Agbor, E. (2008). Creativity and Innovation: The Leadership Dynamics. Journal of Strategic Leadersh, 39-50.

Conger, C. L. (2003). Shared Leadership: Reframing the Hows and Whys of Leadership. SAGE Publication.

Crevani, L. (2007). Shared leadership: A post-heroic perspective on leadership as a collective. International Journal of Leadership Studies, 40-67.

Jiang, Y. (2018). Integrating Knowledge Activities for Team Innovation: Effects of Transformational Leadership. Journal of Management, 1819–1847.

Song, H. (2017). The role of transformational leadership, entrepreneurial competence and technical competence on enterprise success of owner-managed SMEs. Journal of General Management, Vol 42, 23-43.

Wang, P. (2010). Transformational leadership and follower creativity: The moderating effects of identification with leaderand organizational climate. Human Relations, 1105–1128.

Xenikou, A. (2017). Transformational leadership, transactional contingent reward, and organizational identification: the mediating effect of perceived innovation and goal culture orientations. Frontiers in psychology, 8.

Assisted deaths and the public good

Assisted deaths, public good

Pages:9

Introduction

Assisted dying or euthanasia is a substantial debate today. Researchers have focused on discussing this topic regarding moral values and ethical framework. The success books by Jack Kevorkian and Derek Humphrey reflect plenty of societal values, trust, empathy and harmony.. Public interest is related to the legislation for assisted death. This issue in the western state is considering legislation regarding general welfare means to help society. The argument taken in this form is support position for assisted deaths. Similar arguments will be made about it in this paper.This paper will take the support position under persuasive arguments that assisted death is a legal right, and it should be considered as a public good

The question of euthanasia is old, dates back to 2000 years ago. This is associated with the aging population, uncontrolled technology, and medical involvement of the patient.In the US, since the past half-century, society is carefully nurturing individuals’ liberty rights (Pro-euthanasia). Public goods are those goods that are supplied by the government to the entire people. Such products can be consumed by people at the same time. There are some examples of public goods such as air, defense, and lighthouse, public parks, street light, etc. (Kathy). In the characteristics of the public good is the non-rival benefit, it means if one takes the benefits, other people’s interests will not be reduced. The other feature is non-excludable means one cannot refuse to anyone to consume public goods. This all relates to improvement of welfare of human beings, that is what assisted deaths do.

Arguments to support Assisted Deaths

Physicians believe that moral differences should prevail between assisted suicide and euthanasia. Physicians have not initiated acts that can contribute to assisted suicide as patients’ death. Public opinion regarding assisted death is seen in past four decades that has shown that about 35% Americans are in favor of legalization and from 1991, this ratio increased to 60% (Eastman). Euthanasia is generally an act that is done by a physician in which, it ends the life intentionally, upon the request of the patient. Any lethal substance is administered to take patients’ death. This paper is discussing assisted dying under the context of the public good and whether people should consider it a public good or not (Kailash). Some people say it is right, and some say it is wrong to practice. It is not considered to be harmful in the European and in few American states. It is normal in these states. It is not only including the people but also animals when the animal falls ill and takes a long time to recover from the disorder, so it is rightly processed for the animals of these states to assist death. Helping individuals through mercy killing is to relieve their pain.

Arguments to support

Assisted death is a controversial issue for healthcare in recent times because once abortion was legalized, voices were raised about euthanasia. Social workers hold the position of debate, while in 1993, the Delegate Assembly US passed the bill about self-determination decisions regarding end of death (Owen). This kind of situation highlight that assisted death should be a pubic good where everyone should be given a right to decide about his life (Assisted). Under this policy statement, end of life decisions addressed the critical issues related to advance directives, palliative care, and terminal illness, active and passive euthanasia (Eastman). The situation under this policy offered a position that self-determination can have a dominant value. Under this policy, it was also clear that social workers cannot be forced about their will, they are free to do what they want, i.e., participate in the act of suicide or personally inappropriate for workers to supply, deliver and personally participate in assisted death act (Owen).

The public health policy was lacking in terms of many holes, such as the American Association of suicidality that discusses individuals’ rights regarding public or common good. The perspective about public good was missing from this policy, and it was commonly argued that the wellbeing of society is above everything in this society. The argument is clear here, in the case of self-determination, human being, if suffering from pain should be provided freedom. According to contemporary American culture, the scope of individuals is standard in it that can threaten how someone is destructive to the whole community but assisted death is a favor to all those patients who want to be free. The community has to face a harsh decision in the form ofassisted deaths, though it harms a life but it is beneficial for patient (Young).

There are different philosophical foundations regarding considering euthanasia a public good. There are various moral beliefs that this should be pubic good or not. The assisted death phenomenon exists due to the favor of physicians in some countries(Friesen). Generally, two ethical theories illustrate the wellbeing of human beings. Deontology and utilitarianism are two moral aspects that focus on the wellbeing of society and individuals. These theories are according to individual rights and describe how it implements to societal welfare(Eastman). Utilitarianism is about the action; if it is taken inherently good or right, that will create more good benefits as compared to bads, so it leads to the maximization of goods.

If a person favors euthanasia or assisted death concept, it will maximize goods for society. However, it will bring more consequences for the individuals and the community as a whole, a difference for those, who believe it is unethical. People who advocate this concept are enhancing the respect notion for autonomous decisions. The dying patients tend to promote trust in doctors because they willingly choose death over life. In this regard, physicians are creating cost-effective medicine and lethal injections to end the presence of such patients.

The assisted death can decrease the pain of the patient, but it overall hurts the wellbeing of society (Friesen). Utilitarian arguments are not in favor of euthanasia because this legalization can welcome the slippery slope argument. This argument is to invite involuntary euthanasia. For example, in the Netherlands, physicians have reported that lethal injections are provided to only people who are willing to die, so they provide formal approval.

The utilitarian argument also considers that assisted deaths speculate the physicians’ distrust, and this is increased due to the legal conditions of euthanasia. It is perceived that it can manage healthcare conditions. The physicians are the third party payers and members of family who coerce patients to request assisted death. The second leading theory against assisted deaths is deontology(Eastman). This moral theory argues that “actions can be bad or good for reasons rather than consequences.” On the basis of this theory, assisted death has a good moral in it. Under the universal ethical principles, the actions and intentions are guided in the form of right and wrong determinants. These principles also argue that it is illegal to see the enslavement of human beings(Arguments). The argument against the deontological perspective shows that assisted death is “just participating in the act of killing a patient, and this concept is antithetic to the concept of the physician.” Many physicians face this asa moral consideration (Eastman).

Evidence has shown that assisted death occurs for the welfare of patients, so physicians favor it. The value of objective information in this regard can act minimal because assisted deaths in the Netherlands are only done under the prescribed limits of the guidelines. The state of individualism in different societies is at priority under humanitarian grounds. If it is to be considered according to American culture, the act of assisted deaths is destructive to the whole nation and human life. The community feels it as an act of real interaction that is reciprocal to care and mutual ties (Arguments). Community ideas about crisis management should be considered that need to be tackled. The action is not taken for the more significant interest of society as well as the public good.

Assisted death is not equivalent to murder and killing of the human being. This concept is related to the devastation of the idea of humanity. In this scenario, legal punish should not be allowed because it aids a person get relief from pain. The debate over the legalization of assisted death is not subsided for decades because people who support it have created strong beliefs to negate morality and feasibility. It is essential to respect individuals who are terminally ill. European convention for human rights has decided that though everyone has to face death ahead, conditional death in the form of assisted dying is not allowed (Arguments). This concept is related to the right to self-determination. The scope of this investigation under active euthanasia emphasizes the holiness of life. Declining the level of respect for every individual’s life is unjustified. Moral obligations on doctors are to end the terminally ill patients’ experience.

These arguments mainly discuss the connection between individuals and communities. Respecting fundamental values of life is essential that can be related to the interest of patient. The assisted death in the world has been faced many obligations and criticism because these activities are against the standard right to life for a person. The secular arguments in this way are different because they don’t consider the significance of the entire universe. The position of people, in this way, provide a clear introspection of the fundamental values that work for societal welfare. For people, it is essential to consider the legal and ethical rights of the human being before considering such decisions.

Assisted death is such a process of termination of life intentionally. In the qualities of the this action,the beneficial approach is to help patients, it implies in the event that one takes the advantages, others’ inclinations won’t be diminished (Kathy). The other element is non-excludable methods one can’t decline to anybody to expend open products. The third component is resolute. The general wellbeing arrangement was inadequate as far as numerous gaps, for example, the American Association of suicidality that talks about people’s privileges with respect to greater welfare appear in favor of the assisted deaths.

Assisted death should be legal, it provides people a right to end their life when they need. The people of European and American states, they should be given the right to die with respect instead of facing pain and trouble in the hospitals who are the victims of the disorder. People of these states think it is a personal right of everyone to live and die; it is not a loss and benefit of other people. In this regard, the opinion is it should be lawful in other countries of the world.

Evidence

In the Netherlands, assisted death was legalized in 2001 after a lot of controversial public issues. In the 1980s, this process was performed legally under the adaptation of the system in the Royal Dutch Medical Association(Kailash). The judicial system of the country was aligned with the medical association. This law was guided by the Oregon experience, but the public was assured that Dutch law has some defects, and it must be addressed in the proposal formulated by Belgium. In all the jurisdictions, assisted deaths were considered as a well informed and well-considered form that is persistent. In law, the requesting person was permitted to explicit a written form as consent and should be competent by that specific time (Kailash).

Whether assisted death is a public good or not, it has seen a debate for decades. According to the American public, distinct viewpoints about public policy are discussed to show the legalization concept (David). According to 20% public in America, “it is logical to consider assisted death in the form of lethal injection.” 72% of people, in a survey, said, “It should not normally be considered to assist a relative or friend required this matter.” According to physicians, personal involvement in assisted death is not clear yet. The Colorado physicians in a survey said that 59% of them are willing to help patients in assisted deaths while in San Francisco, 70% of them were ready (Phoebe). According to the physicians of Washington State, 33% of physicians are of the view that they would be fine if assisted deaths will be performed (Robert). All these arguments highlight that euthanasia is considered to be a public good that is needed to be freely implemented in public.

References

Arguments, Pro-euthanasia. Ethics – Euthanasia: Pro-Euthanasia Arguments. 2017, www.bbc.co.uk/ethics/euthanasia/infavour/infavour_1.shtml.

Behrendt, Kathy. “Whole Lives and Good Deaths.” Metaphilosophy, vol. 45, no. 3, 2014, pp. 331–347., doi:10.1111/meta.12089.

Chand, Kailash. “Why We Should Make Euthanasia Legal | Kailash Chand.” The Guardian, Guardian News and Media, 1 July 2009, www.theguardian.com/society/joepublic/2009/jul/01/euthanasia-assisted-suicide-uk.

Deaths, Assisted. Should Euthanasia or Physician-Assisted Suicide Be Legal? – Euthanasia – ProCon.org. 2019, euthanasia.procon.org/.

Dyer, Owen. “More than 1% of Deaths in Canada Last Year Were Medically Assisted.” Bmj, 2019, p. l1989., doi:10.1136/bmj.l1989.

Eastman, David L. “Dating the Deaths.” The Many Deaths of Peter and Paul, Feb. 2019, pp. 68–102., doi:10.1093/oso/9780198767183.003.0003.

Friesen, Phoebe. “Medically Assisted Dying and Suicide: How Are They Different, and How Are They Similar?” Hastings Center Report, vol. 50, no. 1, 2020, pp. 32–43., doi:10.1002/hast.1083.

Young, Robert. “Medically Assisted Dying.” Oxford Bibliographies Online Datasets, 2011, doi:10.1093/obo/9780195396577-0042. Accessed 16 Apr. 2020.

Feminism in the 20th and 21st Century

A case study of ethical issue at Gucci in Shenzhen, China

China, Company Analysis, Corporate Social Responsibility (CSR) Analysis, ethical issue, Gucci, problems/issues Analysis, Shenzhen, Stakeholders Analysis

Pages:21

Business Ethics: Case of Gucci

Executive summary

Project management in any company needs effective planning and execution. Gucci is managing rapid expansion in the global market under effective managerial techniques and business planning. The company is involved in key managerial processes and implemented a labor model under which employment and recruitment has become easy. Effective workplace requirements involve employees into better working conditions while focusing on mutual cooperation with stakeholders. Company is using responsible workers to accomplish its targets. For example, labor dispatch arrangement service is aligned on managing costs and contractual responsibilities by Gucci in Chinese city Shanghai. This research report focuses on key business considerations by Gucci in China. Company analysis explores its background, history, core values and ethical culture.

This report also includes major stakeholders of Gucci that are involved in project completion process. A stakeholder map is created to know about the action plan and engagement of employees. Gucci has economic, legal, ethical corporate social responsibilities. CSR serves the company in ethical way because it has a specific place to monitor corporate affairs. The report is divided into five main parts, first is about company analysis, its background and history. The second part is about stakeholders’ analysis that has shown stakeholders map. The third part discusses CSR analysis like responsibilities to shareholders. The fourth part is about issues and problems, for instance ethical problems in Gucci, causes and its symptoms, key stakeholders involved and consequences. In the last part, evaluation of company is carried out by specific actions that managers can take.

Part one-Company Analysis

1.1.Company History

Guccio Gucci was a fashion designer and businessman from Italy; he founded The Fashion House of Gucci in 1921. The House of Gucci, also known as Gucci is a luxury fashion and leather products brand in Italy, and as well as around the world, it is a branch of Gucci Group, Kerning, a French investment company, owns it. In 2008 Gucci generated revenue of 4.2 billion Euros worldwide. Also, Gucci was ranked at 41st position in the Top 100 Brands worldwide in 2009. Gucci is still the most significant fashion brand in Italy (Annual Report, M. 2019).

Gucci has presented high quality, leading designer goods to its consumers successfully, unlike several other brands in the market. Throughout these years, the brand has attained overwhelming success levels with each new product released. By 2005, it has started 207 outlets around the globe(Czerniachowicz, 2017). Further to this, Gucci derived 278 company-operated outlets by the end of 2009, with wholesale its merchandizes through large superstores and franchisees. Gucci was valued at 12.1 billion US dollars in 2013. In May 2015, Gucci was ranked 38th in the Most Valuable Brands list of the world by Forbes with a worth of 12.4 billion USD.

Gucci is an international organization with more than 270 company-operated outlets around the world, providing consumers of the best products, and making revenue of billions of dollars every year. It has even noble, luxury, and iconic brand figures in the china region, where its sales are boosted by 35% at the beginning of 2011. Gucci has shown its aim to speed up its process of establishing new outlets in China. Lately, though, the organization came under colossal criticism when five of its ex-employees from its Shenzhen store disclosed online information about the cruel working environment and mistreatment of labor in the organization(Zanda, 2016).

1.2 Company Core values

The organization aims to turn into the leading brand in the luxury market at the global level. Gucci expresses their company as responsible and cool, and signify them on their fashion and styles. All of these concepts are inter-related; being responsible can also be cool. For Gucci, social responsibly is an integral part of their international strategy. They do business with a comprehensive, yet sensible approach. It is their fundamental responsibility to maintain their position of a luxury brand to promote and pioneer sustainability(Czerniachowicz, 2017).

The Gucci standards are profoundly rooted within moral values, and literally, the organization started to effort on sustainability policy in 2004. Quality should be the supreme priority; also, sustainability for the environment and the society developed as a part of quality policy. Gucci’s stakeholders support the sustainability policy for the betterment of the company.

Gucci introduced 100% eco-friendly packaging in June 2010. And within a short time, Gucci launched a collection of environment-friendly goggles which were made by recycled metal and biodegradable plastic. They also used biodegradable material in their shoe collection with new designs and eco-friendly packaging(Annual Report, M. 2019).

Gucci is focusing on improved performance in the quality on which most demanding consumers put the most significance. The performance compares to the situation where Gucci needs to look for superior quality and needs to continue giving such designs that are worthy to customers with sound knowledge as this brands’ consumers, including film stars and elite families from Europe. It further focuses on the smartest consumers, who are happy to pay for the supreme quality in the most important markets. This relates to the situation where Gucci’s target buyers, including the wealthy European new-born and the developing U. S. rich people(Księżak, 2017).

1.3 Company ethical culture

Good sustainability and behavior are the basis for a business group to work. Trust is an essential element of business sustainability. And the capability to express the everyday commitment to a responsible organization administration is an integral part of such trust (Demir, M. A., &Sepli, A. 2017). Since 1996, when the Gucci developed its first ethics rules and regulations, it made a significant improvement in persistently reinforcing the ethical promise of Gucci management. Landmark including printing Code of Ethics and circulation to every employee of the group in 2005 and then again in 2009, and establishment of Sustainability Department(Księżak, 2017).

Each time the business operates, the Ethics code presents the chance to reaffirm the faith, and the ethical rules and regulations should be precedent. Designed by the categories of stakeholders, the ethics code provides the reference points that can guide every person’s actions. The laws include respect for workers, gender equality in all the professional life aspects, dealing with all kinds of fraud and corruption. Also fighting child labor, compliance of the basic rules and regulations of the International Labour Organization, the safety of the environment, understanding to all stakeholders, and organizing the employees with other societies.

Following the ethical behavior guarantees permanence in business under any circumstances. Sustainable and prosperous progress in the global market depends on the level of trust of the buyers, workers, stakeholders, and social and commercial partners. But, these variations can be designed by some powerful but straightforward shared principles, which should guide our work in the spirit of common sense and responsibility(Yasin, Chan, Reidpath&Allotey, 2012). The ethics code provided to all employees includes performing with trust and integrity, compliance of the applicable regulations and law, respecting the rights and dignity of every person, work with care for the environment, using the organization’s resources and goods with the concern of the business and its stakeholders (Lee, H., Leeminyoung, & Bae, E.-K. 2019).

Part Two- Stakeholders Analysis

2.1 Company stakeholders

Gucci has four main stakeholders. Freeman discussed that stakeholders are the particular group or individuals who can affect by the firm’s achievement of objectives. This provides that it is important to find out the groups that are affected by any abuses etc.key stakeholders of Gucci are individuals who stake its expansion plans in China, employees, no matter if they are resigned or not, and existing employees(Annual Report, M. 2019). Chinese government is also stakeholder of Gucci and it is the responsibility of government to ensure that rights of workers are enforced in its territory. Fourth stakeholder is a foreign government that is likely to be headquartered in the similar territory. Foreign governments have stake and they can also take actions to reduce labor abuse in China because laws are formulated regarding abuse and anti-bribery treaties.

Stakeholders of a company are very significant for its performance and completion of objectives. The stakeholders can either positively or negatively influence the project performance. The stakeholders are involved in project scope statement, plan development and identify constraints that can hinder the development process. They also approve changes or modifications in projects under change control board(O’Kane & Cunningham, 2014). The identification of requirements is carried out by stakeholders and they participate to manage risk. It is also possible that stakeholders can become risk response owners.

Stakeholders for company Gucci can manage abusive practices as employees because they can harm the objective of company.
China’s capitalism is increasing so human resource management can involve institutional arrangements regarding this abusive act in company.
Employees can vice the grievances of victim so get more attention and investigate issues. They can also express the opinions to help enhance bargaining power through employers.
Chinese government as the stakeholder can revise its approach to monitor the labor force. In China, workers are under-protected due to organizational work, while trade unions are working to stand up for the rights of employees (Mclaughlin, S. 2018).

2.2. Stakeholders Map

The stakeholders map is created below to describe relationships with the organization. The first step in this regard is the engagement of strategy. This process will set a vision and ambition to engage in future direction(Borodai, 2017). The second step is about stakeholders mapping and it works defining a criteria that can identify and prioritize stakeholders for the better mechanisms of stakeholders. In the third step, a focus on long term goals will be made which is called preparation that will determine the logistics according to rules(Annual Report, M. 2019). The fourth step is engagement that ensures stakeholders and contributors to mitigate any kind of tension and then set the priorities for solution(Yasin, Chan, Reidpath&Allotey, 2012). The last step is action plan. In this figure it can be seen that under action plan the opportunities are identified that can determine goals, actions and strategies that will help in follow up process and enhance engagement for future.

Figure 1 Stakeholders Map

The current process presents a structure of stakeholder mapping. It is a unique approach to settle down the key issues and conflicts. With this process, any central relationships or immediate processing can be considered in the organization. The stakeholder map is a key approach to devise an action plan that will work in the future(O’Kane & Cunningham, 2014). For Gucci, this action plan will determine what Gucci is trying to achieve and how in different stakeholders, it is working to acquire competency (Parker, J. 2017). The stakeholders are also significant to infecund the interest of company but they will work in collaboration because all the objective of company are also linked with these stakeholders. The creation of a map is considerable to learn new dimension of workplace projects.

Part Three- Gucci’s Corporate Social Responsibility (CSR) Analysis

Corporate social responsibility (CSR) is a self-adjusting business in which an organization is responsible for social accountability. All stakeholders are also involved in this accountability. CSR business follows all traditions and moralities of the society and implements such methods that are beneficial for social rules. CSR is also named Corporate Citizenship. This type of company has to follow all social, economic, and environmental solutions. The primary purpose of CSR is to construct such methods that support the ethical, philanthropy, economic, and lawful aspects of society(Yasin, Chan, Reidpath&Allotey, 2012).

CSR is a comprehensive thought which can be adapted to different companies and organizations in various ways as the CSR business is beneficial for society as it is essential for social aspects.
As the CSR progress increases gradually, and the world-famous brand whose name is Gucci is becoming more accountable because of its unethical behavior which it conducted towards its employees.
CSR policy is a bit difficult to meet Gucci because it enjoys a secure social value, and the bulk of tags, in this condition difficult for Gucci to fulfill all requirements of CSR.
Gucci sub-brands present CSR practices in front of its domestic and international stakeholders.

Gucci was facing the scandal of unethical practices that prove a setback for its reputation after that Gucci assigned some business driving methods by following the rules and regulations of CSR and laid a foundation of its company on true and fair dealing toward its employees in which it promises to provide a legal working environment, by giving promotion resources, protection of human rights mentioned and strictly implemented into the company running affairs through its managers and stakeholders. Gucci also made a promise to provide the facility of promotion, proving working rights to workers, and make a trade union contract by following the safeguard rules of the workers into the administrative system of Gucci. Gucci denies on the conduction of child labor. All employees will get equal career development opportunities and similar treatment facilities. Gucci strictly develops a health and safety standard by preventing epidemics and some industrial disease. Gucci also takes the initiative to promote the growth of craftsmanship and steps for the development of regional, federal, and other global communities. Philanthropic acts are also being introduced in these efforts. Non-profitable initiatives conducted by adopting this policy(Yasin, Chan, Reidpath&Allotey, 2012).

This company also committed to reducing environmental pollution and protecting the ecosystem and made the promise on the prevention of waste materials of the company. The organization introduces a communicative method between workers and managers and other stakeholders. True and transportation dealings with the stakeholders in which any decision conducted on the collaboration of all partners and stakeholders, all dealing with public and other organization’s being enforced by the agreement of the stakeholders(Wymeersch, 2003). Gucci also put steps to monitor economic growth by creating an economically viable supply chain. Gucci legalizes all promotion elements, which are helpful in the growth of the workers and assure the workers every possible cooperative deal for their betterment and development. These above steps prove helpful for economic growth and company progress. Gucci has its contribution to the growth of China’s economy. The basic purpose of CSR is not to create luxury consumers, whereas its priority to increase consumers in the future. CSR policies impact the company’s reputation to obtain the capital. The world’s reputed MNC also follows the CSR policy. To contribute its part to economic growth.

After the ethical scandal, Gucci’s has a fluctuating reputation. It is unethical to behave under discussion in the business world. The company has lost its trust; at this time, the stakeholders and managers were making different variations in the company policy. The company decided to follow the CSR policy to stand its repute against the ethical standard. The CSR protects the workers and provides them rights.

Management is responsible for the enforcement of Corporate Sustainability Responsibilities and has a right to apply on all sub-branches of the parent company. Gucci directly running different stores were also inhuman activities are taking practices after that company enforced different policies under CSR strategy to protect the workers from the salivary behavior of the owner and manager. The managers should enforce these methods in such a manner that they are involved in the internal and external managerial functions and other corporation committees. The managers should integrate this policy into the strategic ambitions of the company. The CSR strategy will be implemented in all sectors of Gucci, whether they belong to leather or jewelry or concern with different other products of the company. Special training conducted to the managers, stakeholders to follow the rules of CSR. In 2007 the implementation responsibility pushed to the HR department, at the start one person is performing all CSR functions and reporting to the HR department, after that when management realize about the comprehensive involvement of CSR into the managerial functions then the company establishes a bench who will perform CSR activities and make decisions according to it. Gucci hired CSR managers; this condition proves a cause of the unwillingness of the stakeholders because they are used to unethical behavior, and that is totally against their habits; after that, they accept it only on this condition that the company establishes its worth around the global environment. Gucci establishes a training program for middle management. This remarkable change causes change to internal managerial functions, employee’s behavior, and external suppliers(Wymeersch, 2003). The CSR policy proved helpful to maintain the Gucci standard; the reputation of the Gucci had become worse due to the unethical Sandal and inhuman behavior to the workers when the company followed the rules of CSR the organization became successful in regaining its level. Now the workers are starting to show their interest, and in purchasing their products, workers are the real asset of any company without workers it is not possible to manufacture the goods and appreciatively run of the company. Initially, the managers and stakeholders go against the CSR strategy, but afterward, when the company meets its priority goals, the trust of stakeholders satisfies the managers.

Part Four- Problems/issues Analysis

4.1 Gucci ethical issues toward its employees

Gucci Shenzhen in China is a multicultural organization around the world. This organization serves its customers by contributing to elite products. This company operates 270 stores to whom the company is running directly. This company forms billions of dollars in revenue in a year. Its superior brand created its unbeatable image, which caused a 35.6% increment in its revenue; thus, it takes intent to increase the process of stores opening into the land of China(Rakhmanov, 2019). Currently, this company suffers a loss due to fire mishaps which occurred in its most familiar store. The company has to face too much damage. This incident occurred due to the miss of treating the employees. This company was practicing unethical behave to its workers by implementing some strict instructions(Borodai, 2017). All instructions are performed for the workforce; pregnant women cannot be applied for management. If any product is missing or stolen by anyone who has to pay the employees, even these products are protected by insurance.

Gucci constituted a bill on 8 October 2011 from the top management team(Yasin, Chan, Reidpath&Allotey, 2012). According to this letter, if any employee conducted any epidemic disease, it will not be tolerated during working hours. The lunch timing and in the situation of thirst and toilet timing entirely restricted, working hours, which was usually mentioned incorrectly, and forcefully conducted overtime which is unpaid after that. Gucci introduced a system of working that full day of working and the next day off officially. By the rules, workers can perform the duty of 10 hours in a day, after complaining to the workers, the company manufactured a false electronic record that counts the working hours in a less quantity. These rules are against humanity and called ethical problems.

Gucci specified such persons who mostly spend their time on the internet during working hours and consider all of them a sweatshop for the company besides this, and some MCN, s owners who failed to meet the organizational tasks they all fired. Later, Gucci’s headquarter, situated in China, and stated that Gucci would not tolerate such persons on conducting any negligence and carelessness(Wymeersch, 2003). The company will be carried on inquiry and replacement of store managers and assistant store managers.

Gucci also introduced a labor dispatch system for the newly appointed employees. Different rules and regulations have been represented. In this method, the leasing company made a contract with the workforce, and these leasing organizations send the workers to different other companies to work. According to this system, this contract exits the leasing company and dispatched workers. However, the agreement is conducted between the workers and the companies where they have to perform the work(Setiyaningrum, A. 2015).

Whatever company is hiring this workforce will pay their wages, whereas the social protection allowances and dismissals compensation bill will handle by the leasing company.

On account of this policy, the workers will get payments that are mentioned in the agreement, and this employment method is included in China’s cultural system.
The Gucci stores assume this method and around three leasing companies established in Shanghai are involved in an unethical issue.
According to law, the dispatch method creates a temporary situation for the workers.

Gucci arranges this system for longer than two years.
Pregnant females will enjoy the labor protections, and the exhaustive physical work not allowed to such ladies under the Labor Contract Law and rest sessions also will be provided(Borodai, 2017).

This ethical issue was entirely based on the destruction of the worker’s rights and constrained work without payment, inhuman confinements, and other unbearable policies that were part of this strategy. Gucci is not the first MNC who occupied workforce rights; Nike is also involved in such practices in Indonesia.

Local employee most involves factors in ethical issues in respect of factory workers.

Unethical problems are mentioned in the Gucci labor abuses policies like excessive work without payment, unlawful organizational methods around the local companies. This trend of working flourishing day by day in China, when other multinational companies and different foreign brands precede to China, this cultural environment emphasizes them to establish a business in such a condition(Christensen, Kent & Stewart, 2010). But these international firms provide some means to cut down this unethical behavior towards the workers and excuse for this abusive behavior. The fundamental reason behind this unethical practice is the abundance of multinational companies is working in China and does not pay attention to the worker’s rights. In an unfair situation, the company only focuses on earning the economic interest; the rights of workers are killed by management to get the organizational goals. Most miscarriages occur in this abusive environment where the pregnant female mistreated along this has to follow long duty hours into the entirely restricted atmosphere. There were unbearable restrictions exist only to make money under the human’s honor. In western economies, human virtues are included at the priority. Marable laws enforced to save the rights of workers. NGO’s are organized for the wellbeing of the workforce.

This unethical behavior affected the Gucci reputation badly. At this time, all stakeholders trying to control this abusive behavior, stakeholders not only managed these practices, but different variations required in often groups of the company because of the inhuman act also proves a hurdle to develop the expansion of Gucci in China. The management included stakeholders who adopted a justifying and apologize for behavior in front of current and resigned workers. The administration agreed to compensate by providing a systematic administrative system that will improve the working environment, and proves the government of China is also responsible for the rights of the workforce.

Mostly abusive behavior is used in MNCs manufacturing sites and almost not reported in developed countries. Gucci labor dispatch system which is against the Chinese characteristics. MCN can manage ethical problems conveniently. Comprehensive explanations are critically viewed as labor rights. China’s culture also prefers labor rights. The Chinese government, and foreign governments, all MNCs and its stakeholders are responsible for securing the rights of its workforce. Soon, different implementations and steps are making progress in the sense of labor abusive practices(Christensen, Kent & Stewart, 2010).

Part Five-Evaluation of company

Gucci is a multinational company and making progress gradually. The essential priority to maximize profit and minimize the cost of labor. In the maximizing process, it establishes a bill which grasps all the basic rules of the workers. According to this bill, the organization introduces a new working trend for the workers. The workers who caught some epidemic disease will not be spared from work, pregnant women will also not spare they have to perform duty like other followers the rest session also not provided to females at the time of delivery along with this the pregnant females cannot apply for managerial positions, no allowances provided to the workforce, and they are enforced to work without payment. In the form of loss conducting the workers have to compensate for this loss. The law allows the workers for 10 hours working in a day, and Gucci introduced a full working day, and the follower day remains off in which no work and time limitations are mentioned. The admin and managers found themselves involved in these unethical issues because they are crushing the employees by underlying those stricken and inhuman rules. In other words, Gucci and its managers introduced a slavery system for the workers.

Workers dispatch system also introduced by Gucci management in which the workers are forcefully pushed to another company to work. A leasing company is performing the role of a middle man. The contract is created between the leasing company and workers. But the hiring company is responsible for paying this workforce. This system provides a low-cost working environment.

Moreover, the managers of this organization and its Human Resources department kill the worker’s rights by using different means and constituting different policies for the followers and in the promotion of profit of the company. When foreign companies and other familiar brands come to China and object to these unethical issues and introduce some human rights laws which are not pushing back human dignity and provide protection to the workers on its rights, in this situation, Gucci feels the standard of reputation is decreasing day by day on account of its unethical practices which it is conducting to its managers. Then the managers and some store holders adopted apologies for behavior to maintain its progress because, without the workforce, they are helpless to manufacture the products.

At this time, all current workers and newly hired make assurance from the managers to save the rights by providing reasonable wages, fixed working hours, medical and different allowances, facilitate the pregnant females by providing them a sustainable working environment and rest period after their delivery. Gucci and its management try hard to get the release from this scandal. They got a bit of success in this matter, but this organization makes its popularity on slavery behave to its workforce. The worldwide workers’ rights and different NGOs are trying to lawsuits different laws to protect the rights of the workforce and taking steps ahead MNC and other brands find in consuming the fundamental rights of workers through its strict and abusive instructions(Christensen, Kent & Stewart, 2010).

When the Gucci reputation decreased due to the ethical scandal, then Gucci and its management established some policies which are enforced in the whole world to save the rights of workers and fulfill the entire requirement of worker’s laws. The administration decides to implement these sets of laws into all branches and stores may it in developed or developing countries. These ethical rules strongly performed in the Gucci industries. Numerous efforts were made to provide the improving standard to the workers(Czerniachowicz, 2017). These rules will be enforced to all branches and stores, and all laws strictly installed into the management systems. If the workforce belongs to any local area or has a concern for foreign labor will enjoy these rules equally. A written employment contract conducted for the workforce and workers dispatches the system prohibited. Unpaid work also discouraged by the managers, working hours mentioned, wages also term not be minimized, which will work against the law. The managers assure the workers to provide a safe and respective working environment that will be free from harassment, discrimination, and abusive practices.

The addition of some codes is not adequate to get freedom from these slavery scandals. Thus Gucci headquarters in Italy also constitutes some necessary methods to protect labor rights. Entire Gucci’s host countries, especially China, emphasize meeting the world’s ethical standards. The Chinese nation has a reliable power of tolerance. That’s why the Chinese workers were bearing this inhuman treated behavior even near to get harm in different ways. The workforce has less awareness of their rights. At this time, the economic power of China is becoming stronger gradually, although the workers’ dispatch system is becoming complicated to run. It is an important task to provide awareness to the Chinese workers on account of their rights.

Gucci made some analytical and administrative assumptions; the first is to control all ethical issues which are practicing in China.
Second, to implement this ethical culture into China needs to provide institutional strength, legalization, and a network to enforce who has the authority to protect the worker’s rights.
Companies that can communicate as a self-governing trade union put some steps in this matter.
Gucci and its managers made different practical steps regarding these abusive practices, the managers should provide lawful working hours, and overtime work must be payable, not enforced work conducted from the workers, medical care must be provided to them (Czerniachowicz, 2017).

The national and provincial governments in People Republic China (PRC) should contribute to the implementation of these rules. Foreign brands and companies should support these ethical issues to give more protection to the slavery environment of China.Competition environment should be created from the managers and granted them equal opportunities to be successful, promotions facilities should be provided to the workers, and the effective, cooperative and communicative system should be provided to the workers. Gucci and its managers should implement rules and codes that contain a safeguard environment for the followers. It must be strictly enforced as Gucci applied the salivary trend into China’s nation to make its reputation around the world.

Part Six- Conclusion

Gucci as a luxury brand holds all the necessary managerial practices as well as corporate social responsibility framework that help it acquire obligatory business performance. The association plans of Gucci are to transform into the main brand in the extravagance showcase at the worldwide level. Gucci communicates their organization as dependable and proactive, and imply them on their design and styles. These ideas are inter-related; being capable can likewise be sophisticated to acquire long term growth. For Gucci, social mindfully is a fundamental piece of their global technique. They work with a far reaching, yet reasonable methodology. It is their crucial obligation to keep up their situation of an extravagance brand to advance and pioneer supportability. The report presents a comprehensive structure of leadership and values, yet a need to focus on ethical grounds is clear.

References

Borodai, V. (2017). Brand of the employer as dna of corporate culture of service company. EUROPEAN RESEARCH, 24. doi: 10.20861/2410-2873-2017-24-001

Christensen, J., Kent, P., & Stewart, J. (2010). Corporate Governance and Company Performance in Australia. Australian Accounting Review, 20(4), 372-386. doi: 10.1111/j.1835-2561.2010.00108.x

Czerniachowicz, B. (2017). Strategic Reorientation in Human Capital: A Case Study of the Manufacturing Company. Journal Of Corporate Responsibility And Leadership, 4(1), 7. doi: 10.12775/jcrl.2017.001

Księżak, P. (2017). The Benefits from CSR for a Company and Society. Journal Of Corporate Responsibility And Leadership, 3(4), 53. doi: 10.12775/jcrl.2016.023

O’Kane, C., & Cunningham, J. (2014). Turnaround leadership core tensions during the company turnaround process. European Management Journal, 32(6), 963-980. doi: 10.1016/j.emj.2014.04.004

Rakhmanov, A. (2019). LOGISTICS OF RUSSIAN EXPORT OF AGRICULTURAL PRODUCTS: STATUS AND PROSPECTS. Economy, Labor, Management In Agriculture, (11), 113-123. doi: 10.33938/1911-113

Wymeersch, E. (2003). Company Law in Turmoil and the Way to “Global Company Practice”. Journal Of Corporate Law Studies, 3(2), 283-298. doi: 10.1080/14735970.2003.11419904

Yasin, S., Chan, C., Reidpath, D., &Allotey, P. (2012). Contextualizing chronicity: a perspective from Malaysia. Globalization And Health, 8(1), 4. doi: 10.1186/1744-8603-8-4

Zanda, S. (2016). A methodological contribution to the representation of the function of leadership and its impact on organizational cooperation and company results. Corporate Ownership And Control, 13(4), 658-666. doi: 10.22495/cocv13i4c4p15

Annual Report, M. (2019). Gucci, Autumn/Winter 2001. Gucci, Autumn/Winter 2001, 21–40. doi: 10.5040/9781350945371

Demir, M. A., &Sepli, A. (2017). The Effects Of Protectionist Policies On International Trade. PEOPLE: International Journal of Social Sciences, 3(2), 136–158. doi: 10.20319/pijss.2017.32.136158

Lee, H., Leeminyoung, & Bae, E.-K. (2019). Development of Developmental Leadership Inventory for Corporate Managers: Focused on A Company in IT Industry. The Korean Journal of Human Resource Development Quarterly, 21(2), 1–29. doi: 10.18211/kjhrdq.2019.21.2.001

Mclaughlin, S. (2018). Legal structures of business organisations. Unlocking Company Law, 41–80. doi: 10.4324/9780203702741-2

Parker, J. (2017). Changes in Organizational Learning and Leadership Influenced by Technology. Technology and Its Impact on Educational Leadership, 78–89. doi: 10.4018/978-1-4666-0062-1.ch007

Setiyaningrum, A. (2015). Can The Good Corporate Ethics Statements And Corporate Social Responsibility Createpositive Consumer Responseson The Company And Its Products?an Empirical Finding In The Case Of Controversial Company. Journal of Management and Business, 12(2). doi: 10.24123/jmb.v12i2.16

Managing Corporate Social Responsibility

Debate on Corporate Social Responsibility Summary

Innovative management approach towards improvement of employees’ performance at work

Sexual Assault – Harvey Weinstein Case

Abortion, Kant and utilitarian theories, Self-harm, Sexual Assault, unwanted pregnancies

Pages:3

Sexual assault is a broad term that includes any sort of sexual violence, sexual actions without consent, or torture of any kind. The sexual cases against the movie hegemon Harvey Weinstein are an essential one to be explored as they triggered a significant change that started with the Me Too movement. The Kantian and Utilitarian schools of thought are helpful in determining the case against Weinstein.

Many celebrated movie stars, including Angelina Jolie, Gwyneth Paltrow, and Salma Hayek, accused the famous American movie producer Harvey Weinstein, who is now convicted of sexual assault and similar heinous acts. These acts may induce terrible side effects such as self-harm, panic attacks, or may even cause unwanted pregnancies, especially if the victim is pressurized into not speaking or voicing out for help or catharsis, as was the case with Weinstein who blackmailed the actresses on multiple occasions.

Self-harm is caused by emotional pain and should not be ignored, no matter its scale. It may be challenging to break away from it as the cycle becomes addictive in some cases, and in serious ones may lead to suicide. Likewise, panic attacks are reflective of the internal disturbed state of people that may be episodic and are triggered by no real danger. They can disrupt the present state of the victim and lead to depressive thoughts. In severe cases of sexual assault, such as rape, unwanted pregnancies may take place. Abortion is a solution, but it is considered illegal in many areas. It hence can cause significant life changes for the victim, apart from the emotional trauma the event itself brings.

This case can be evaluated using the two great branches of ethics, namely Kantian and Utilitarianism. Utilitarianism argues that one should act in a way that produces the highest good for the most significant number of people. Utilitarianism judges the moral value of an action based on its outcome (or expected outcome, for a hypothetical case). So, in the case of sexual assault, the consequence of self-harm, panic attacks, or pregnancies may determine the action itself to be considered wrong.

On the other hand, Kant’s ethical theory bases all moral judgment on the nature of the action; the consequences are entirely irrelevant. The more modest and plausible of his moral theses is that it is always morally wrong to treat humanity as a mere means to achieve some desired end. To put it more simply, the rule is to respect people, and not to use them. And this includes self-respect as well as respect for others, so it’s also wrong to drug yourself into oblivion. The idea is that an action is morally acceptable if and only if it would be both feasible and acceptable for everyone to act in accordance with the same principles that motivate the original act. In the case of sexual assault, this means that the nature of the act itself comes under question, regardless of its consequences.

Based on these two theories, Weinstein’s actions can be deemed to be extremely problematic in numerous ways. They not only lead to intense social issues, but his unethical actions in themselves are heinous in their nature. This sort of behavior ought to be declared strongly punishable as it becomes unacceptable when analyzed using the above theories. Hence, both these theories help understand the criminality of the action, but the most suitable one appears to be Kantian theory here as it declares the foundation to be problematic and does not wait for the outcomes.

On the other hand, societies should encourage women and other oppressed bodies to speak up for themselves and allow more movement like Me Too to surface as they fix the gaps made by heinous villains like Harvey Weinstein to be bridged. Women empowerment ought to be recognized, and timely action should be taken against criminals who indulge in such crimes despite their influential status of personas.

Resources

https://edition.cnn.com/2017/12/13/entertainment/salma-hayek-harvey-weinstein/index.html

https://www.nytimes.com/2017/10/10/us/gwyneth-paltrow-angelina-jolie-harvey-weinstein.html

Comparison of gender roles in Romeo and Juliet and Private Romeo

Problems of Children Being Abused

IPO KSA

IPO, KSA

Pages:13

Literature Review

Companies go public to raise funds from private investors by issuing them their company’s shares or stocks. The decision to go public is the most challenging period a company faces. Companies go public via the process called Initial Public Offering. However, there are different types of shares issuance involved, and a company can either sell new shares or sell existing shares. Some Initial Public Offering (IPO) contains a whole newly selling stocks. While some IPOs consist only selling existing shares with no raising capital. However, some include both (Ljungqvist, 2001)

Almost an entire initial public offer IPO is reflected in the initial stock price selected by the underwriter. The bank who is doing the underwriting for the respective company examines the market behavior and then set the price accordingly. (Conroy, 2000). In the long run – that is five years – the Initial Public Offer returns declines drastically; the returns are, most of the time, contrary during the start two to five years (Madan, 2003) Facebook’s stock started trading at $38, with huge demand. However, after a few days, the stock price was down to $28, which created hysteria amongst investors (WOS, n.d.)

A study by (Jagannadham) said that investors must learn the basics of investing. They should acknowledge the fact that a company offering shares at IPO has put a price on their earned money, and investors have to do their due diligence and decide what’s best for them. The aim of investors should be to understand the business and earn some decent money gradually, rather than becoming rich overnight (Thunuguntla, 2011). A company’s operating performance is slightly affected negatively after the transition from private to public, in the initial stages. There is a direct relation amongst the after-period of an IPO and the equity retentiveness of a primary investors (Ahmad-Zaluki, 2008). Most of the time, investors overvalue the newly issued shares by a company by misinterpreting the high earnings reported during that time. Therefore, investors are likely to be frustrated by the post IPO declining operational performance, which in turn leads to the decline in demand and hence poor market performance. Current literature from the U.S. supports this hypothesis (Teohet, 1998) (Roosenboom, 2003). A study conducted in the U.S. by Jain &Keni, examined the performance of companies that went public. The sample included 682 IPOs in the U.S. They used two ratios to measure the operational performance one was the operating return of Assets, and the other one was the cash flow from operations. They compared the ratios for the pre-one year of IPO with the post-three years of IPO and calculated the median percentage change. The evidence showed that companies undergo a fall in operating performance in the post three years of IPO. The declining operating performance, however, comes with a caveat. They also found that there is a direct relation between the operating performance and the entrepreneur’s ownership of the shares – that is – higher the entrepreneur’s shares, better will be the compant’s performance in the post IPO years. The decrease in operating performance is mainly because of the overvaluation of the Price Earnings (P/E) ratio, meaning that investors were speculating higher earnings. Moreover, the study also found that companies in pre-IPO stages have a higher Market-to-Book ratio as compared to other similar companies in the industry. But, when they go public, they experience a decline in both Market to Book ratio as well as earnings per share (EPS) (Kini, 1994).

The profitability of a company declines during the first four years of IPO, but it gradually increases after that. A study conducted by McConaghy, he considered the net income from sales, the operating income from sales, and the cash flow from operations, for testing the operational performance and profitability of companies after IPO. He evaluated that the median operating income on sales was 12.702 in 1985, 7.632 in 1989, and 9.542 in 1991. Moreover, he also concluded that public companies were consistently seen as more profitable than the counterfeit private companies. The increase in profitability in 1991 and 1992 was mainly because of the increase in operating cash flow, operating margins, and the initial investment returns. It is worth mentioning that the IPO year was used as a base year; it was easy just to evaluate the post IPO performance rather than comparing both pre-IPO and post IPO (McConaughy, 1995).

Venture-capitalist backed IPOs are more likely to exhibit excellent performance in the post-IPO years, as compared to IPOs not backed by any venture capital firm. The quality of venture capitalists has a direct relation with the post IPO operating performance (Kini, Venture Capitalist Participation, and the Post-Issue Operating Performance of IPO Firms, 1995). The value of a stock price of a company depends on the earnings and discount rate. (James H. Lorie, 1997). There exists an asymmetry in information for investors investing IPOS. Small companies, when going public, faces a sharp swing in market valuation. Setting prices could be steep because investors have no full information; therefore, they urge companies to disclose complete material information (Ritter, 1998).

Moreover, a few events in history show that even with the advanced technology and automated systems, malpractices cannot be stopped. Therefore, steps should be taken by the authorities to control the IPO scam (Varodkar). One recent example was the IPO of Facebook when the demand for shares was higher than the supply. Few investors received their shares after a week, even though the price by then had dropped down significantly (WOS, n.d.). Some studies have overcome the problem associated with data, and their main focus was more regulated and structured firms, such as banks and insurance companies. A study done by Ke et al. (1999), with a sample of 45 privately owned insurers and 18 publicly owned insurers, found no significant difference in profitability between private and public companies. However, this study was based on a small sample; therefore, much cannot be concluded. Furthermore, a study conducted by Forbes, with a sample of 500 big private companies in the U.S., found that private companies are less profitable in contrast to similar public companies.

In the long run, IPOs show the performance of negative 17.8 percent. The pre-IPO situation of a company’s performance helps in explaining how the stock will perform after it is publicly traded. The number of shares and countries the company operates in are the two crucial elements that influence the post-IPO performance. The higher the amount of equity issued, the negative will be the long run post-IPO performance. Companies that have high costs of flotation (as a % of the raised fund), greater profitability, and high initial returns before IPO, perform well in the longterm of post-IPO (Mudambi, 1999). A study done by Gompers and Lerner showed that no abnormal returns are seen when using the Capital Asset Pricing Model and the Fama French 3 factor model. The study concluded that these methods are best for analyzing the long term performance of IPOs (Lerner, 2001). Haulthausen and Larcker examined companies’ market performance of reverse leveraged buyouts (LBO), by evaluating median of accounting measures (operating income and cash flow from operations). The study found that the accounting measures of reverse LBOs were superior to other firms in the industries, in post-IPO years. The reverse LBO companies continued performing significantly better in the four to five years. Equity and Leveraged were better off together (Larcker, 1996). Cai and Wei found that Japanese companies face a considerable drop in operational performance in post-IPO years after adjustment with industry. Moreover, the decrease in operational performance results in a decline in shares held by the company’s directors (Wei, 1997).

Data Source and Methodology

Companies find it profitable to go from private to the public when then the opportunity cost of staying private becomes too large to the lower cost of borrowing capital from the broad public. The total cost of IPO includes the ongoing cost of staying public, the one-time cost associated with the process, and the indirect costs. The ongoing cost involves presenting financial reports of each year & quarter to shareholders and investors. One-time cost consists of the underwriting process done by the Investment bank selected by the company, and the legal and auditing fees. It also involves the indirect cost associated with the time spent by management to work before and after the IPO to keep the stock price at its best. The human resource capital included in the IPO are the management of the company, founders of the company, the underwriters, and institutional investors. However, if the company, at its initial stages, was backed by a Venture Capital (V.C.) firm, also known as “venture-backed,” the V.C. members are also invited to the IPO process. By going public, the company provides a reward to all (HBS, 1998).

The Saudi Arabia authority of Commerce introduced the companies Act in 1965, that deals with the companies’ regulations. (Commerce, n.d.).

There are several course of actions for going public in Saudi Arabia. Including the following (S.A., n.d.)

Offer for sale. The company offers new shares to a brokerage house or the underwriter(s), by putting a fixed price of the stock.
Offer by tender. The mechanism is same as the ‘offer for sale’. But, the value of a stock price is not fixed; it varies with the market fluctuations.
Offer for Subscription. This procedure does not include a third party – that is – no investment bank or underwriters. The company sells its shares directly to the public
This procedure takes less time as compared to others. When companies want to raise capital in less time, they sell shares to investors who will become shareholders in the company. Therefore, the company can negotiate with the expected shareholders directly without involving any third party.

A company deciding to go public has to arrange negotiation with the Ministry of Commerce about the IPO procedure by disclosing the total number of shares that will be trading and the total number of investors buying the shares.

However, according to the Act, the founder of a company has to meet the following requirement.

The company must have total assets of worth S.R. 50 million- S.R.: Saudi Riyal.
The return on equity must be greater or equal to 7%, three years prior to and after the IPO.
The company must be operating for 5 pre-IPO years.
The company must have a strong management, who is competent enough to manage assets effectively, and have the potential to compete in the market.
If a company wants to go public by using the ‘subscription’ procedure, it must not offer shares less than 40% of the total.

A company possessing these features can appeal to the Ministry of Commerce. However, for application approval, it must include the following items:

Name of the company and the year it was founded.
The top executives’ salaries, bonuses, allowances, and other individual endowments.
Disclosure of the company’s financials. Such as Net income, Revenue, Working Capital [1]

If a company has been under any lawsuit for which no adjudication has been reached, it must be disclosed in the application.

The company must explain the purpose of money raised through IPO.
The company must disclose the method of calculating the share price and the capital.
The company must give detail of the shares owned by the management for the last three years and the shares held after the IPO.
The company must provide detail of unsubscribed shares.

The company, when filling for IPO, must attach the following line of items as well:

A duplicate of the MOA (Memorandum of Association).
An approval letter from the founder.
The audit report for the last three years’ financial statements.
A feasibility study report, evaluating the coming three years’ financial position and the share price of the company.
After permission is granted, the company only has thirty days to offer its shares (Article 54) [2]

The next step is the Prospectus, which includes the company’s current status and future goals. If it is wrongfully included, the founder is then liable to civil and criminal charges. The founders are, therefore, required to provide the following information.

Founder (s): Name of all founders included in the MOA
The founder must choose the name of the corporation, and it must not be the name of a person. Objectives have to be stated clearly [3]
The capital. The company must possess assets of S.R. 10 million
Dividends: The policy on dividend distribution.
Incorporation cost. The amount that founders paid for the IPO process.
Operation time: The date set for offering shares.
Allotment: Arrangement between the Ministry of Commerce and the company about the procedure.

Moreover, the founder of the company must make duplicates of the company’s bylaws and distribute it to shareholders. The advertisement campaign for the publication must be run for at least five days before the operation. Moreover, the regulations for companies after the IPO process includes:

The Board of Directors. The company must be regulated by a board of directors of not less than three persons. Each director must own shares of not less than SR 10,000 (Article 68).
Shares need to issue at a price less than the face value. But, can be issued at a premium (once approved by the authorities) (Article 98).
Company Accounts. Each year, the company must disclose the three financial statements. Including the Balance sheet, Income statement, and the cash flow statement. Increase/decrease in capital owned by the company. According to Article 135 of the Act, a company capital can be increased by issuing new shares, issuing new shares against debt, shrinking the face value by the equivalent of the loss incurred by the company.

Furthermore, The Income Tax and Zakat law require that zakat shall only be levied on Saudi nationals, wholly Saudi owned companies, or jointly owned by Saudis and foreigners.

Results and Conclusion

The literature review of the study shows that most of the studies have been conducted in the developed economies of the world like the U.S., the U.K., Japan, and Germany, etc. However, emerging economies only include India. The study is an attempt to find the gap between the notion for going public via the Initial Public Offering, the barriers in the IPO process, and what are some of the limitations faced by companies that undergo IPO in Saudi Arabia. However, the research material used for this thesis, and several other sources and interviews concluded that IPO gives the companies several advantages. It improved the companies’ asset liquidity and credit ratio. Moreover, it also found that IPO positively affected the companies’ growth and that it helped companies diversify their business; the reason was that companies’ executives and employees became stockholders, and it gave the motivation to develop new strategies that allow the company to generate more profits and expands its business further. One study also concluded that the IPO would help Saudi Arabia’s economy by bringing more investment and improving the countries’ Balance of trade (BOP). Research also suggested that disclosing full information to investors will improve the chances of a successful IPO, and public interest will be enhanced.

Moreover, if Saudi Arabia’s government generate a full-fledgedsystem and create clear guidelines that explain the financial regulations, that would undoubtedly increase the rate of Initial Public Offering in the country.

References

Ahmad-Zaluki, N. A. (2008). Post-IPO Operating Performance and Earnings Management.

Commerce, M. o. (n.d.). Companies Law. Retrieved April 16, 2020, from the Ministry of Commerce.

Conroy, R. A. (2000). Price Discovery in Initial Public Offerings and the Role of the Lead Underwriter.

HBS. (1998). The Process of IPO.

James H. Lorie, P. D. (1997). “The Stock Market – Theories and Evidence.

Kini, B. A. (1994). The Post-Issue Operating Performance of IPO Firms.

Kini, B. A. (1995). Venture Capitalist Participation and the Post-Issue Operating Performance of IPO Firms.

Larcker, H. a. (1996). The financial performance of reverse leveraged buyouts.

Lerner, G. a. (2001). The Venture Capital Revolution. Journal of Economic Perspective. Retrieved April 16, 2020

Ljungqvist, J. a. (2001). Going Public: The Theory and Evidence on How Companies Raise Equity Finance.

Madan, A. A. (2003). Investments in IPOs in the Indian Capital Markets.

McConaughy, D. M. (1995). Performance Entrepreneurship: Theory and Practice. In D. M. McConaughy, Agency Costs, Market Discipline and Market Timing: Evidence from Post-IPO Operation (pp. 43 – 57).

Mudambi, K. G. (1999). On the Long-Run Performance of IPOs.

Ritter, J. R. (1998). Initial public offerings. Contemporary Finance Digest.

Roosenboom. (2003). Earnings management and initial public offerings: Evidence from the Netherlands.

S.A., M. o. (n.d.). Companies Law.

Teohet. (1998). Earnings Management, Lawsuits, and Stock-for-Stock Acquirers’ Market Performance.

Thunuguntla, J. (2011). A STUDY ON INVESTORS PERCEPTION TOWARDS INITIAL PUBLIC OFFERING IN MUMBAI.

Vodka, J. B. (n.d.). Capital Market: Trends in India and abroad – the impact of IPO Scam an Indian Capital Market. Souvenir, All India Accounting Conference.

Wei, J. C. (1997). The investment and operating performance of Japanese initial public offerings.

WOS. (n.d.). Facebook’s IPO. Retrieved from www.youtube.com.

[1] All of the points and articles in this section are taken from the Act issued by Ministry of Commerce

[2] All of the points and articles in this section are taken from the Act issued by Ministry of Commerce

[3] All of the points and articles in this section are taken from the Act issued by Ministry of Commerce

Impact of social media influencers on the buying decision of males and females when buying Erotic Lingerie

buying decision, Erotic Lingerie, social media influencers

Pages:60

Abstract

Current research study is a comprehensive research framework on buying decisions of consumers regarding erotic lingerie. The research study explains the role of social media influencers in pursuing consumers to buy or not to buy a specific lingerie brand. The role of marketing is discussed under specific context of current media applications such as Facebook, YouTube and Instagram. Social media platforms are increasingly motivating consumers to show their preferences about a specific brand. The interest and behavior of consumers towards lingerie is influenced by influencer marketing. Social media is being used to achieve business goals under much more aligned marketing strategies. The objective of the research is to analyze the impact of social media influencers on the buying decision of males and females when buying Erotic Lingerie.

Current research work is qualitative, and involved questionnaires to investigate male and females. Respondents showed their preferences, interests and engagement due to social media applications. Marketers are rapidly engaging people to their brands by promoting products. Female interest and trust on products is also developed through social media. The null hypothesis of study was relationship of social media influencers with the erotic lingerie buying decision of men and women.Findings of study accepted null hypothesis and confirmed that there is a relationship of social media influencerswith the erotic lingerie buying decision of men and women.

Chapter-1

Introduction

Influencer marketing emphasizes brand growth and targeting. Today is the age of ubiquitous internet, where social media is acting as a third-party endorser. The plethora of social media platforms like Facebook, Twitter, YouTube, and Instagram are increasingly used to spread information about products and promote brand image. Social media influencers are in significant involvement with their followers to provide the latest product information. From the marketing perspective, the scope of social media is extensive to achieve business goals. In recent years, social media influencers have become more established in marketing strategies (Lisichkova, N. And Othman, Z. 2017). They are engaged in celebrity endorsement and practical, yet cost-efficient marketing trends. This study will explore key dimensions of social media marketing regarding erotic lingerie brand. To accomplish the study, different theoretical concepts and literature evidences will be included.

Social media influencers are found to showcase a compelling outcome that is related to consumer persuasion. Tents of influencer marketing discuss that social media influencers like followers and bloggers inspire their thousands of followers. With the messaging, these influencers hold a credible position and act reliably to compel consumers. It is found that 82% of followers’ polls are reported that consumers are more likely to follow the recommendations of social media influencers (Osayemi, E. 2019). Comparatively, the celebrity endorsement promotion strategy, is regarded as an authentic, knowledgeable, and trustworthy source. They can build rapport with customers for the younger generation’s interest.

1.2 Background

Marketing is always there, whether it is for consumers or brands. The future outlook to anticipate upcoming market trends allow people to believe in the latest technology of marketing. Most of the customers get influence by advertising and marketing activities due to their credible promotional techniques. A reliable prediction about brand connection and way of innovation is working that will produce results in upcoming years (Delrue, L. and Nadia, M. 2018). Most people have the power to affect decisions of purchase due to perceived/ real authority, positioning, knowledge, or relationship. These individuals are influencers, and they can be journalists, celebrities, bloggers, or any micro-celebrity related to social media. This ordinary person is linked with social media and has many connections to influence people.

In the same sense, an ordinary person can effectively communicate with social circles and friends. The social circle can consist of experts, public figures, or journalists. These people, as influencers, highlight the visibility of products in different walks of life. Social media has provided new opportunities for brands to make useful connections and link people to brands. For example, an endorsed influencer or a celebrity exerts a particular influence as compared to a friend or neighbor promoting the same product (Booth, N. and Matic, J. 2011). The social network information focuses on different market design approaches and strategies to diminish unused resources that can attain big sales. Such a procedure can be used in various points on the internet, where public interaction, share, and general information/stories. Past five years, data has shown the popularity of social media by offering information in a functional form. Consumers feel it easy to ask information about products and services, and blogosphere users receive news about product features & services. It is a process by which bloggers influence users to make decisions about a particular product or brand and illustrate fashion concepts.

Research studies describe the role of fashion blogs and bloggers to provide authentic information to their users regarding sophisticated brands. Body shapers, women attractions, and lingerie brands are much more in action through social media marketing. They tend to gain favors from celebrities and influencers to promote trustworthiness, credibility, and authenticity of their products. The intimate apparel brands are mobilizing resources in this way to redefine the beauty of women. Top women’s brands of lingerie have gained significance due to the use of digital marketing tools. It would be accurate to say that leading lingerie brands are market disruptors (Coley, A. and Burgess, B. 2003). They tend to keep a sexy image real and differentiate them by offering unique products. Most of these brands prefer focusing on women’s needs and desires to target them with ease and get possible results.

Social media influencers impact the buying decisions of customers regarding lingerie brands. They target specifically women because women spend enormous money on their bras and panties, not only that is in fashion but what is more comfortable. The Decision-making power of the consumer is highly related to social media branding. Women ask from other women and their friends about the comfort aspects of lingerie. While making bra decisions, they preferably take recommendations from friends because it resonates the most. French, W., Lepre, J. and Fajardo, J. (2020) explained that multiple brands like Third Love, Savage X Fenty, and Victoria Secret are effortlessly engaged in persuading women to purchase. They inherently focus on social media channels such as Instagram to publish videos and images about products. Lingerie Haul videos are considered video gold from the social media point of view because they work in collaboration with creators, so guarantee record sales.

Celebrity endorsement is an instrumental factor to increase sales and heighten brand image. Product engagement and brand loyalty are key concepts associated with social media marketing. Lingerie brands consider the dominant aspect of marketing with the use of influencers to spread product information. Mañas-Viniegra, L., Veloso, A. and Cuesta, U. (2019) discussed that most people, especially women, prefer wandering about and gather information about a single product before buying. Social media, in this sense, appeared to be a powerful informational tool to guide consumers for decision making. According to lingerie brands, social media influencers determine what to purchase and where to purchase.

Social media influencers are also working as brand endorsers among newly opened businesses. The marketing reports discussed that 50% of the brand earmarked fund allocation in engaging social media influencers for their brand promotion (Jain, A., Shah, H., Tiwari, I. and Modi, N. 2019). These influencers are perceived as sincere in demonstrating and endorsing a specific product to the relevant consumers. Digital marketing is linked with multiple channels and undertakes advertisement as a core objective. The market is grown complex today, and performance-based marketing has influenced consumers to make decisions, just according to their interests and preferences. Social media turns out to be a powerful tool that facilitates people in making decisions for which brands it is necessary to go. The digital world allows consumers to connect in a better way, so people take an interest in the buying process. The people also get influence from international fashion brands. The availability of fashion trends allows people to get involved in a wide range of products. The fashion industry, therefore, hires social media channels to use the power of influencers (Keel, A. and Nataraajan, R. 2012). Brand loyalty, engagement, and purchase intent are vital determinants that make people buy more. Buying decision intensity is related to the digital world. Information related to promoting goods, describe features and glamor, particularly for lingerie brands, helps consumers buy more and gain relevant information.

1.3 Research objectives

The main objective of the research is to analyze the impact of social media influencers on the buying decision of males and females when buying Erotic Lingerie

Sub-objective of this study are:

To examine social media influencers’ approach
To evaluate the role of social media influencers to find the intent of purchase
To illustrate the methodology of fashion brands to promote their products on social media

1.4 The rationale of the study

At the international level, research is limited to discuss the impact of social media influencers on consumer buying decisions regarding erotic lingerie. The problem of explaining consumer buying behavior and patterns related to social media influencers is taken in this study. The rationale of the study is to identify the influence of social media influencers and marketing to analyze the scope of consumer understanding. There is a lack of research in this field, social media influence is generally investigated in many studies, but current research pays attention to explore the impact of social media regarding erotic lingerie.

1.5 Research question

What is the impact of social media influencers on the buying decision of males and females when buying Erotic Lingerie?

1.6 Organization of study

The organization of the study is as follows: the first chapter is an introduction that details the background, research problem, rationale, and objective of the research. The second chapter will be a literature review that elaborate critical research understanding and evaluation of particular theories about social media. The third chapter will be the methodology of research on how data collection will occur, what methods will be used, and what will be sample size. The fourth chapter will discuss the findings and results. The fifth chapter will shed light on the effects and make discussions about sound concepts evaluated after research. The last section will be the conclusion that will focus on some robust findings of the study and place some recommendations.
Chapter-2

Literature Review

Buying decisions of the audience centrally get influence from social media and marketing by companies. Analyzing the impact of social media influencer on buying decisions regarding erotic lingerie needs critical analysis of prior literary studies. This section will discuss social media influencers and critically analyze the buying decisions of females regarding the purchase of erotic lingerie.

Baker (2018) worked on a study to find out the impact of social media influencer as a source of advertising in the beauty industry. The author analyzes the female Millennials’ perspective with the context of the beauty industry in Ireland. Female millennial consumers put an emphasis on their prosperity to buy potential products that are significantly impacted by social media influencers. This qualitative study has used the inductive approach to reflect female’s views about consuming beauty products. Females attract beauty products but dislike photoshopped images, which are developed in the current age. The study found out that Millennials acknowledge recognition of the digital age as the scope of advertising is improving today, thereby grasping the audience to be loyal. The functions of advertising and promoting products are directly linked to the females’ involvement in feminine products. Research findings suggested that the life of a social media influencer is similar to millennial consumers.

Booth and Matic (2011) discussed the emerging trends of social media, which is empowering communities. Offering significant power to alter the perceptions is driven by social media channels, thereby giving rise to communicate effectively. The study adopted a customizable approach to finding out new influencers that are creating brand awareness. The prevalence of somebody is different from the traditional audience since it is developed by effective outreach strategies. The data is indexed under social media strategies to get dimensions of buyers when they tend to optimize brand equity. The study offered a coherent approach to identify buyers’ decisions regarding managing perception and determine aspects related to the market. It is concluded that social media technology is significant enough to modify the buyers’ opinions and raise brand awareness. The study is helpful to analyze the essential buyers’ attitude when altered and offer valuable analysis due to social media influencers and advertisement.

Coley and Burgess (2003) worked on the gender differences related to affective and cognitive impulse buying. The authors compared gender differences in cognitive and emotional processes in men and women to focus on critical differences for specific product categories. The study is qualitative in nature and used questionnaires to investigate students. Under variance tests, the male and female analysis provided that the affective process is prevalent in different audiences regarding irresistibility to purchase mood and positive emotions to buy. The study provided that a gender difference exists in male-female behavior of buying under social media motivation, and it relates to the product development category. The particular product categories are related to fashion, and the frequency was found for pants, sweaters, skirts, lingerie, underwear, and other consumable products. This buying behavior was motivated by impulse cognitive response and can be ignited by social media marketing. Companies use advertising and promotional strategies to involve more and more audience and target them according to their preferences.

Delrue and Nadia (2018) proposed that brands and marketers always find some innovative ways to target segments. An evolving form of communication is social media, and combining social media influencers can have a significant impact on marketing. The purpose of this study was to understand the influence of social media through Instagram on different behaviors of purchase lifestyle products in Belgian women. The survey researched on various elements like persuasion attempt, credibility, and attitude. The positive two-phase approach was used as the methodology of the paper. The first phase is a literature review through a qualitative study, and this method described the scope of consumer purchase behavior. The research discussed that social media marketing and influencer is a leading technology in digital media as it is engaging customers from all walks of life. The digital age is provoking young Belgium women, and they are showing it from their purchase decisions and decision-making power.

French, Lepre, and Fajardo (2020) explored the social media perspective in relation to Instagram to ignite the young generation. The research study highlighted the role of social media like Instagram among college students’, particularly females. Instagram is a leading social media influencer that has engaged students in posting pictures and involving friends and families. Another trend of celebrities’ selfies is also discussed in relation to female college students. The study investigated the effect of social media on women’s health and body images. This aspect notably undertook stylized lingerie and its relation to females under social media channels. The gratification theory is explained concerning the effects of social media on individuals, primarily on the young generation. The authors investigated the influence of ‘selfies’ when the female body is concerned; for instance, celebrities show off their body parts and post images of lingerie and bikini that make them popular such as Victoria Secret model pictures.

Jain et al. (2019) discussed that the attitude of individuals is easy to monitor with the help of social media marketing. The impact of influencers under the social media context is examined through the study, and the role of technology is analyzed in shaping the attitude of individuals. The theoretical approach followed by the authors undertook prior literature about consumer buying decision making. Influencer marketing behavior is easy to recognize when traced from a particular viewpoint. The shopping decisions and purchase behavior of individuals are easy to track from Instagram and Facebook. From a marketing perspective, the attitude of the audience is trapped by their interests and monitoring preferences. With the help of the internet and social media, companies develop their product, product designs and bring innovation. The study explored that social media influencers can show compelling output, such as to persuade the consumer.

Juyal and Singh (2009) identified the role of females in the family buying decision-making process. The study is conducted on the females of Uttrakhand. The main objective of this study was to focus on the effects of orientation of the female role in the family, particularly in decision making. In total, five decisions regarding the purchase were examined. The sample size of the study was 300, and participants were taken from Uttrakhand Dehradun district. Females were interviewed by a structured questionnaire about their role of family orientation regarding decision making. The study found that it is based on the type of family and female role orientation. Both of these aspects differ on the basis of age, income, and education. The consumption and purchase decisions of females are more likely to be oriented on family needs. The role of female orientation in the family is decisive, and it is confirmed from the findings. Moreover, females are likely to purchase durables.

Keel and Nataraajan (2012) extended their research in the area of celebrity endorsement. Research has shown social media influencers play a significant role in making a celebrity famous. The research study focused on three celebrity branding strategies. The purpose of prior literature is explored in this context to find out new areas of branding under the influence of celebrities. The celebrity branding strategies are critical aspects of getting people involved in a particular product by famous companies. The authors suggested there is a scope for future research in a similar area. There is also some need for ethical marketing under social media because many vulnerable customers are affected by celebrity branding. The suggestions are offered about social media marketing and particular theories implementation about branding. Celebrity marketing has gained hype due to social media influencers such as Facebook and Instagram. However, the scope of the study gained significance due to the discussion of the main factors.

LISICHKOVA and OTHMAN (2017) analyzed the role of influencers on online purchase intent. The study has the main objective to find out the main features of influencers that have an impact on online consumers and their purchase intent. This study intended to explore key elements of a media influencer to identify the effects on online purchasing intent. Focus groups were investigated that were comprised of different consumers. The perceived authenticity is used in the study constituting legitimacy, credibility, trustworthiness, and influencers’ expertise to find out the impact on online purchase intent. The study also found out that there are many other factors that affect online purchase intent, such as product need, and price as well as its recommendations. The authors have found out that customers can connect with their peers to identify essential products and their nature, which actually influences their online purchase intent. The scope of the study is vast in terms of brand enthusiasts and the influence of credibility and authenticity.

Matti (2018) illustrated the impact of social media influencers and marketing in today’s context. The study examined the role of marketing when companies use it to promote brands and products. This selection under social media influencer also provides the risk of choice of inappropriate endorser when colossal money is spent on advertising. The study focused on analyzing in-congruencies in relation to brand and effective strategies. Through the effect of source credibility, purchase intention, brand attitude, and advertisement attitude are examined. This study is significant to show the engagement of females in social media marketing, mainly when brand endorser provides no beneficial outcomes. The role of source credibility is essential to see the relationship between influencer and consumer. The research study is also appropriate to give a detailed analysis of influencers, advertisements, and social marketing. The effects of congruencies are discussed with the influence of advertisement that can affect brand consumer, brand endorser, and endorser consumer congruency.

Mañas-Viniegra, Veloso, and Cuesta (2019) discussed the promotion of fashion on Instagram by Curvy girls’ influencers and fashion brands of Portugal and Spain. The study rendered Instagram a useful element to grow social networking because it actively participates in communication channels for fashion brands. Instagram also allows young followers to follow self-esteem and represent their identity. The study focused on determining the attention of fashion promotion in accordance with curvy influencers as fashion brands on Instagram. The study used a mixed approach, qualitative and quantitative under biometric eye-tracking technique that comprised of 120 participants from Portugal and Spain. Urban university students were used to studying with greater fashion interest and presuming self-perception as curvy women. Results provided that fashion trend and awareness are all that matters most for young females when it comes to being aware of the curvy body. The awareness factors are also more likely to play a strong role.

Osayemi (2019) discussed the scope of social media marketing, such as Instagram, Twitter, and SnapChat. The study’s main objective was to identify the key process of engaging individuals in fashion and trendy activities. Moreover, the conversation based advertisement is significant to consider when it comes to social media influencers. The author used pentadic analysis under qualitative content to review and promote the products when there are some subscribers or followers. SMI forums were chosen to find out the impact of advertisements on influencers and viewers as what they consider a credible source for endorsement. The study discussed that due to increased awareness of online media channels, social media influence is increased. Users of social media follow popular accounts to stay in fashion and update content based statuses. Moreover, companies also use SMIs (Social Median Influencers) as a new way to sell the product, recognize the brand, and attract customers. The study discussed different famous channels to support product branding and spread their influence.

Singh (2018) identified the concept of the brand experience by making it measurable from a scale. The brand experience is taken from Schmitt, Brakus, and Zarantonello’s article on how it can be measured and affects loyalty. The author mentioned key factors that can alter experience such as affective, sensory, intellectual, and behavioral aspects that increase customers’ loyalty as well as satisfaction. Prior studies are taking into account to gather evidence for product and branding experience in the context of buyers’ perception. Lingerie, as a key subject to monitor females’ perception, is discussed as it affects their external appearance. This object is related to increase their self-image, sexuality, and confidence. The study identified the ages and occupation-related factors that impact the brand experience of lingerie buying women in India. The qualitative study worked on 109 women to find out positive brand experience for them, and results differed significantly on the basis of occupation and age.

Taniguchi and Thompson (2015) measured the effect of social competence in terms of family communication and dissatisfaction about a body in females. The concept primarily links to the family of origin environment because family factors play an active role in influencing the body image of daughters. This gap is addressed by the authors by examining parental communication and dissatisfaction of young females about the body under social competences. Three hundred seventy-five young females participated in the study through an online survey when they were asked to assess what are their fathers’ and mothers’ communication patterns and perceptions. A hypothesized model was adopted to analyze the results. It is found out that mothers’ orientation of conversation was positively linked with females and negatively related to their dissatisfaction with bodies. This provided an interaction effect in conformity and communication of mothers. The fathers’ orientation of conversation was also negatively associated with the resentment of the female body.

Tsarenko and Lo (2017) explored the dynamic consumer-product relationship. The context of the article is albeit sensitive intimate wear. Authors have drawn the involvement theory with service attributes and specific product quality. The study undertook the consumption of bra and gathered profile segments of 221 Australian females. The shopping behavior of females was discussed by revealing their consumption patterns and shopping experience. The three distinct parts of female shoppers of the bra are enthusiasts, dilettantes, and pragmatists. The enthusiasts show hedonic value in bra purchase. Pragmatists acquire low scores under hedonic value and presume them as competent shoppers for the bra. The dilettantes reflect the high interest in lingerie but have low competency levels in shopping bra. The demographic profiling of candidates has shown differences in factors including age, the significance of brand, and service scope ambiance of lingerie and fitting advice. The study offered a thoughtful discussion about lingerie retailers. The study also proposed that hedonic pleasure declines with age.

Armstrong et al. (2015) discussed the impact of social media influencers in the fashion industry. The scope of the study is vast discussing social media engagement theory and marketing. The objective of the study is to focus on the motivations and involvements brought about by social media across different consumption patterns. The authors measured this engagement in the form of cognitive and mental absorption. The involvement also offers a distinction between passive and dynamic elements. The involvement in consuming and buying patterns suggests a motivational framework for individual values and highlights self-concept. Different theoretical framework undertakes literary aspects of complex technology, which is identified through three main points, cognitive, affective, and behavioral. The study adopted a qualitative approach by surveying discussion groups taken from the fashion industry. Findings suggested that a transformational movement in consumer shift has occurred due to social media that has engaged consumers. Social media also provides unique opportunities in consumption, selection and buying through online platforms, and that social sophistication can be used where it makes sense.

Breves et al. (2019) analyzed that how brand influencer persuades effectiveness and credibility. The research focused on online studies to see the impact of fit between endorsement brand and Instagram followers. The experimental design is used by the author to find out internal validity. The second stage of the study focused on external validity. Both the phases provided that influencer consequences on expertise and trustworthiness. The impact of brand value on consumer behavior is significant and can be identified by analyzing consumption attitude. Today, WeChat, Facebook, and Instagram are social trending platforms that have increased the number of users in the fashion industry. In addition, brand effectiveness is seen under credibility that persuades customers to buy more and spend according to fashion trends. The advertising specialists cautiously look over opportunities created by brands and online channels. Influencer marketing is a kind of native advertising that continuously engages customers through online credibility.

Chae (2017) evaluated female envy towards special media influencers. The objective of the study was to analyze social media trends and their influence on personal lives. The media studies have been showing the influence of social media trends and advertising of luxurious life on females. The quantitative method is used to find out the psychological and personality traits of females who show envy towards these influencers. The study undertook variables like social media, personality traits, and self-esteem and their relationship with social media influencers. A two-wave online survey was conducted with different sample sizes in South Korea among females who use a smartphone. Females age 20-39 were used. Through a path analysis, four independent variables were analyzed. Findings discussed that social comparison theory has a significant scope to provide the feminist perspective about influencer and their self-representation. Through the analysis, the impact of social media on females is clearly found out that alters their mode of interaction and attitude regarding buying.

Goanta and Ranchordas (2019) discussed social media influencers in the current age. The influencers are celebrities on social media with huge followers that provide information and advertise different products. The objective of the study was to conduct an exploratory analysis of the social media influencers that bring regulatory challenges. Past literature is analyzed to gather evidence under societal relevance. Authors discussed that influencers are effective in creating online engagement for different companies, and they cater to transactional opinion. The advertising regulations with endorsements on Instagram and YouTube disregard regulatory limits. The study discussed that an average user of social media is at risk of falling prey to commercial companies for their inconspicuous interests. The paper has provided an interdisciplinary discussion about law, media, and communication and legal studies when it comes to deal daily life influencers in marketing and consumer protection that are prevalent on social media themes and governance platforms.

Hurley (2019) analyzed imagined affordances of Instagram among females that exist in Gulf Arab countries due to social media influencers. The study has explored the image sharing site, which is Instagram, to focus on the use of social media, its affordances, and the interaction of technological architecture. The study highlighted global commercial practices and the sociocultural context. The role of social actors in presenting the materialistic concept of Instagram revolves around its affordance and conceptual imagery. The study presented a decent approach to understanding the fantastic authenticity of social media influencers in the Gulf Arab region. The typologies of social media and ontologism are related to operating within the interplay of affordance of social media. Female involvement in Gulf Arab social media influencers reflects a current conception of authenticity. The theoretical aspects of the study suggest that triadic affordances of social media such as Instagram are occurring at an imaginary and conceptual level, and it is affecting followers with fantasy.

Lokithasan et al. (2019) worked on the male and female media influencers’ impact on gender in an emerging situation. The study proposed that social media influencers are a key marketing tool for companies because they are using the power to capture female buying patterns. The scope of the study is vast in terms of analyzing emerging adults’ decisions by focusing on male and female influencers’ style of promotion. The celebrity endorsement regarding small-medium enterprises is described in the study under qualitative method.Through content analysis and focus groups, the impact of social media influencers on males and females is analyzed. The findings of the study suggested that female respondents are more influenced and inclined to social media influencers because of beauty, personal care, and other related products; however, male respondents reflect a focus on gaming and technology products. The impact of social media is strongly related to the buying decisions of male and female.

Nelson and Deborah (2017) proposed a study to highlight the impact of celebrity endorsement. The brands are promoted in the market space due to advertising through many social media channels. The study engaged Asia and the African market by focusing on the dramatic role of celebrity endorsement on products. They develop an authentic approach to capture the attention of users by influencing their perception of products. It is a common way to build recognition of products and branding. Authors presented that previous studies have discussed different aspects of brand credibility and celebrity endorsement, and it is clear to say that celebrity endorsement is the most effective way companies use to attract buyers. The findings of the paper suggest that celebrity use in promotion, advertisement, and product branding is a key tactic by marketers since it presents a fantastic image of the product in customers’ minds, therefore they get attracted as compared to non-celebrity featured advertising.

Pereira and Salgueiro (2019) worked on the advertising aspect, modeling, and use of social media channels to advertise products. The study worked on the objective of analyzing fashion and beauty models and the purchase intentions of female consumers in the age of 50. The common fear in females is getting flawed skin, gaining weight, and related expression. The study addressed the issue in relation to social media influence under an effective communication strategy. The study conducted qualitative analysis through a questionnaire to gather substantial knowledge of 259 people. Deep concerns about aging and getting obese in females are authentically targeted by marketing different brands. This social phenomenon is commonly discussed in commercial and marketing aspects. Mostly advertisement about fashion and beauty target females to get their views and involves them in-market products. The study found out that targeting females according to their fears is quite helpful to market products and increase buying of products.

Pounders (2018) illustrated the fashion concepts with respect to the female perception that thin is ideal. The consumer response to imaginary weight and body perspective is significant when targeted rationally. The study undertook advertisement aspects and social media influence that help individuals raise their concerns about body weight. The concept of advertiser about capturing the common concept of slim is related to help women about different weight loss products. The advertising agencies are promoting brands just according to the need of women who follow social trends. The study addressed this issue theoretically and examined how the consumer responds to a thin ideal weight. The concept of advertising and promoting products through social media is gaining huge importance because it is about social trending, revealing celebrity’s life, and providing them dimensions to focus on new horizons, solutions to their problems, and compare themselves with better bodies in media.

Pütter (2017) examined the impact of social media on transforming the intentions of buyers about consuming a particular product. The study is qualitative and explored previous research studies to get evidence. The increased focus of social media has shaped the society and advertising world by giving rise to individual voice about social trends. The effective use of media is incredibly providing a competitive advantage about creativity, but companies are working to shape consumer perception regarding branding and marketing. This research study highlighted the impact of social media use and the perception of the brand. Social media management is an improved aspect of functioning underuse of technology to modify the promotion and to shift the focus of consumers.

Tran and Belul (2017) explored the young women’s perception of the consumption of lingerie and bikinis. The study focused on the concept of ideal body shape, which is spread due to the influence of social media. Victoria Secret, Triangl, and Hunkemoller are the main companies selling swimwear and lingerie and using the concept of the thin ideal body to target Z generation. The study is significant for this research because it opted qualitative strategy to investigate three focus groups. Interviews of 15 young females showed the attraction to these companies through Instagram accounts. The findings of studies showed that marketing is influencing young females to get the thin ideal body, just like the models of these companies, and consumers certainly get influenced by social media.

Chapter-3

Methodology

This chapter will discuss methodology, research action plan and process of data collection. The purpose of the study is to establish the impact of social media influencers on the erotic lingerie buying decision of men and women. The research methodology is qualitative that will use questionnaires and interviews.

3.1 Research Approach

To accomplish the purpose of this research, deductive approach is used. The deductive approach is concerned with the hypothesis development, on the basis of existing information, for instance, social media influencers and buying behavior of consumers. This research approach is used to test the developed hypothesis, so deductive reasoning will move from a particular point to general (Quansah, 2017). The observations found out from this study will provide a logic because it is started from a theory to formulate the hypothesis. The deductive approach in this way will use the consumer behavioral patterns to build a relationship useful for this research. In addition, this research approach will be significant to clear the relationship and impact of social media influencers on the erotic lingerie buying decision of men and women.

3.2 Hypothesis

The hypothesis developed for this study will investigate the relationship of social media influencers with the erotic lingerie buying decision of men and women.

H0= There is a relationship of social media influencers with the erotic lingerie buying decision of men and women

H1= There is no relationship of social media influencers with the erotic lingerie buying decision of men and women

3.3 Research strategy

After identifying that social media influencers can trigger the consumer behavior regarding specific lingerie brands, the research strategy will use qualitative approach. The analysis will be done after interviewing random people, who will show their preferences, on the basis of type and nature of brand. The collected data will show real life evidences and this will be significant to relate it with consumer theories. The research will offer coherent findings about social media influencers and brand loyalty. With the information gathered from respondents, the interests, preferences and social media influence will be analyzed that will be helpful to formulate opinion. Selection of this investigative method is useful to make it clear that social media has high influence on people.

3.4 Choice of research

The interpretive philosophy under this research study explains the role of qualitative analysis. The use of interviews is capable to provide firsthand information, since most of the respondents are females. The qualitative method choice is also helpful for this study, in terms of evaluating respondent’s response and in-depth views. The qualitative approach is worthy to get involved in the observatory discussion. Due to this research observation, real world focus towards social media and its influence will be acquired. Focusing on the global concepts is integral to formulate opinion and draw evidence based inferences (McCrae &Purssell, 2018).

With the help of qualitative method, information from respondents can be validated by past research studies, research papers, peer reviewed articles and academic papers. The involvement of people in social media marketing and influencing methods is related to advertisement and decides buying behavior of consumers.

3.5 Advantage and disadvantages of chosen method

The current research study is using qualitative analysis, i.e. use of questions and interviews to examine the behavior of consumers regarding lingerie products. The process of research will provide estimated findings and probable evidences. Investigating respondents in this process will help getting firsthand information, so possibility of any bias will omit. Qualitative research is advantageous to include interview question, as a typical structured form to meet objectives of research. The qualitative research is significant to capture the changed behavior and attitude of respondents or a particular target group. It is a flexible approach by offering ability to researcher adapt questions or improve response rate by changing variable (Malina, Nørreklit&Selto, 2011).

The qualitative research is beneficial in term of targeting more respondents to increase the productivity. In addition, sampling specific people or targeting some people is cost saving process. The disadvantages of qualitative research are sample size, sample bias, self-selection bias in form of volunteering, artificial capture of data and less maintained focus on the area of research. Despite of all these disadvantages, data can be collected efficiently, i.e. reducing bias and possible error. Using a research method efficiently means to use a smart approach (Robinson, 2013).

3.6 Research Instrument

In the qualitative research, different methods are used, such as interviews, observations, group discussions and questionnaires. These data generation processes are qualitative in nature because they enhance the credibility of study (Malina, M., Nørreklit, H., &Selto, F. 2011). In this research study, to examine the buying behavior of consumers, questionnaires and interviews are used. The lingerie brand Temptations Avenue is selected for the study. To capture the accurate picture, customers, newsletter subscribers and social media followers of the lingerie brand Temptations Avenue are contacted to participate in the study. This process has helped record real response from consumers and details will help validate the study with the theory (Tuckett, 2004).

3.7 Questionnaire

To accomplish the research objective of this study, to establish the impact of social media influencers on the erotic lingerie buying decision of men and women, a set of questions is designed. The questions are designed in an interview form method with preplanned questions that follow the interview, and also a space for unscripted questions is used. The next phase of the questions are aimed to understand how the respondent follow, why, and how much influence these Social Influencers had on the respondents. The last phase of the interview is targeted at what triggered the respondents to buy, follow or subscribe to Temptations Avenue.

3.8 Sampling method

Usually, in qualitative research, different kinds of sampling methods are used, such as purposive sampling, random sampling and quota sampling (Quansah, 2017). In present research random sampling is used and people, who show interest in buying lingerie products and social media influencers are investigated. In total, 10 respondents are interviewed, of which 2 are male and 8 are females. An important criteria was to find out what causes people to buy from a specific brand. This was essential to be able to assess the impact of social media influencers’ activities for Temptations Avenue, it was also important that a base line is established by figuring out what triggered the purchase of any kind of intimate wear by the respondents from other brands in the past, of which a particular focus is females.

3.9 Data collection

The data collected from respondents by interviews. In, total 10 respondents were interviewed, of which 2 were male and 8 were females.

The tables below present male and female responses about their awareness of social media influences, brands and lifestyle sense. The data collected in interview form is presented in the table format.

Male responses

Questions about Temptations Avenue brand

Questions	Male responses
How did you hear about Temptations Avenue?	Facebook ads	Facebook ads
Curius to receive information about brand	Yes	Yes, designs were interesting and bold
what would trigger the purchase	Occasions like anniversary etc	Any upcoming event etc
if they have ever heard of the influencers that the brand uses	No	No
how trust in a brand is cultivated	By seeing more of the branding online and offline	By seeing stores in malls and top search engine results

General questions about brands

Questions	Male response
Do IG models have ever influenced them to buy any erotic apparel for their intimate lives	No	No
Do you spend time reading captions below the images	No	No
What brands do you remember the name of the brand, or you would recognize the brand logo if seen by IG models	Cannabis related products	Gym related products (protein shakes and bars, etc)
Do you follow fashionistas or social media influencers	No	No
Do you aware of the major lingerie brands	Victoria’s Secrets and La Senza	Victoria’s Secrets and La Senza
Have you purchased anything from these brands	NO, due to bra size issues	No, due to bra fitting issues
In case of fitted size or 100% surety of size, would you buy	No	Yes
Are you aware of other intimate apparel that these brands carry	No	Yes
what is meant by “non-branded content	The info that is actually useful without asking for anything in return, no emails, no sign ups	time” as the primary factor, as how much time I have been following them to see if they are really into it to benefit others or just to make a buck
what qualities do they look for to trust a social media influencer	Expertise of influencers and non-branded content they share	Expertise of influencers and non-branded content they share

Female response

Questions	Respondents not purchased from Temptations Avenue but following it	Frequency of response
What lingerie brands you purchase online and/or offline	· La Senza · Victoria’s Secrets · La Vie En Rose · sexy costumes	One replied La Vie En Rose
What brands of costumes you buy	· local Adult store · Amazon	Six know names
what do you purchase from these brands	Lingerie and Loungewear	All follow these two categories
What prompted you to shop from the brand	· Trust in quality/size · Convenience · Specialization · Style/Design/Mood	Equally likely in all respondents
What brands you follow on social media	· La Senza · Victoria’s Secrets · La Vie En Rose	All buy from these brands
Do you followed any particular figure related to the brands mentioned	Yes	· Three follow Angel girls · One follow VS girls · Two follow lingerie blogs

Female responses who buy from Temptations Avenue

Questions	Female Respondents purchased from Temptations Avenue	Frequency
Do you follow the brand on social media	Yes	All replied
why did you choose to follow the brand		· Two said they liked styles · Four said they liked images that was shared on feed · One said they have nice tips for couples · One said styles are interesting
Have you purchased from Temptations Avenue	Yes/no	· Two said yes · Six said no
Do you follow social media influencers whom Temptations Avenue has ran campaigns with	Yes	· Three followed · Five not followed
Other Social media figures you follow	· Fashionistas · Lifestyle	Mixed results
If any influencers have ever influenced them into buying a product	Yes	Mixed results
Do you trust the influencers they followed	· fashion taste	Mixed results

3.10 Reliability and validity of research

The validity and reliability are two key terms used interchangeably to examine the accuracy of any research work. The variables, collected data and hypothesis are tested to know, if there is accuracy. Any form of bias, false data or misinterpreted variables lead to less reliability of results. Reliability explains about consistency of research work. These terms of research define about the score of conducting study. This provides that validity and reliability in research test will provide the value of research that can be accurate and authentic (Robinson, 2013). In this study, the hypothesis designed will be tested against alternative, no relationship between social media influencers with the erotic lingerie buying decision of men and women.

The value based analysis of questionnaires and interview answers will be tested to check their validity and reliability. A crucial measure that will explain about this measure is known as Cronbach alpha. It was first developed by Lee Cronbach in 1951. This measure will provide significant evidence to check the internal consistency of variables (Quansah, 2017). The key variables for this study are social media influencers, and buying decisions of consumers. The study will check internal consistency of variables by using Cronbach’s alpha.

3.11 Limitations of study

To accomplish a research study, it is important to discuss key variables and research scope. On this basis, the limitations of study can be decided. Current research study is limited in its scope because sample size is very small. Analyzing consumer buying decision is a broad category but in this research, it is only analyzed by lingerie products. Third limitation is analyzing impact of lingerie with a specific brand, i.e. Temptations Avenue. There could be a broader picture of same scenario, if more brands are incorporated. The fourth limitation is the use of qualitative approach. Due to this approach, research results becomes limited and chances of bias increases.

Chapter-4

Results and Discussions

The qualitative research used interview methods to investigate participants. This research study analyzed the buying behavior of consumers for lingerie brand Temptations Avenue. The research objective of the study was to establish the impact of social media influencers on the erotic lingerie buying decision of men and women. In total, 10 respondents were interviewed, of which 2 were male, and 8 were females. The research triggered the purchase of any kind of intimate wear by the respondents from other brands in the past, of which a particular focus is females. The variables of this study are brand trust, social media influencers, and brand awareness.

4.1 Results of Study

Male and female responses to buying decisions were different. The male behavior of buying and interacting with lingerie brands is different. Though the sample size was small for this research, male intentions to buy lingerie or related products appeared from their responses. Male and female respondents were asked about two categories of purchase. The first category was buying from Temptations Avenue brand, and second category was asking general questions about the brand.

Under the general questions category for brans, they responded that they follow many Instagram models for sexy images, but they are not influenced by IG models to buy erotic apparel. The male behavior was indifferent as they do not spend time reading captions of the images about brand name or else, so in case if IG model was not promoting anything, they will not know the idea of branding. Male behavior towards the lingerie brand was only related to IG models. However, the response included a focus on cannabis and gym-related products such as protein bars and shakes.

Most of the responses of male showed no interest in fashionistas. However, they knew about La Senza and Victoria Secrets. The response of males towards buying from brands or buying decisions was weak. For instance, a respondent showed no interest in buying from brands as it was risky for him, and there could be some fitting issues in bras. In some responses, male buying decisions were not strong towards brands as they feel it uncomfortable if their partners disliked the design, etc. the designs of intimate apparel differ from one brand to another. According to the male respondents, non-branded content can be less influential because they do not contact or follow up to ask about the buying decisions of customers. Their responses worked for social media influence as influencers mostly help people make good decisions to buy erotic lingerie products.

The responses of males towards the Temptations Avenue brand were specific. The main reason behind this answer was the design of this brand, according to respondents, the designs of products are bold and attractive, so they feel good. The purchase intentions of people are different from buying from a particular brand for instance; it is not very likely that everyone purchases from a brand more often, but on some occasion, they like to purchase, such as anniversary or birthdays. Male responded about the brand awareness that it is compulsory for a famous brand to be on top search results and at famous shopping malls. Further, online and offline presence also matters. Both male respondents indicated that their trust in influencers is based on how often the influencers share useful information without monetary expectations and how long have these influencers been doing it. This means brands have to pay extra care when identifying and to collaborate with influencers and build a medium to long term working relationship with these influencers.

The female responses were much detailed and analytical about the product. Among eight females, seven purchased from Temptations Avenue brand and other brands while one bought from other brands. The response rate has shown that idea about the brand name. It is important for customers to know brand names in order to promote the product. Most of the female respondents purchased from local adult stores and Amazon. All the females reported that famous products among them were lingerie and loungewear. There are some main attributes of a brand that women follow most while purchasing any product from a brand. For example, women preferred brands, who offer better sizes, quality, and deals/promotions.

Many lingerie brands are convenient and specialize in multiple feminine products (Abidin, 2016). The social media presence also matters a lot for females, and the main fashion brands such as La Senza, La Vie En Rose, and Victoria’s Secrets are quality brands. Most of the women reported that they follow specific figures of fashion mentioned under brands, such as Angel Girls, VS girls, and lingerie blogs.

Females’ responses to the Temptations Avenue brand were interesting. For example, all women follow the social media presence of this brand. Most of them liked the lifestyle, trend, and fashion aesthetics used by the brand in its products. Social media influence plays a major role in endorsing buyers about new products(Chae, 2017). Most women choose a product when they are inspired by lifestyle, attractive and bold designs, and eye-catching images. Among eight women, two frequently buy from the Temptations Avenue brand. However, three women follow the social media influencers of Temptations Avenue brand. The rest of the women showed no interest.

Women interaction on social media to follow brands and fashion figures is significant, and they responded that most of the time, influencers moved them to buy a specific product. Most of the women follow these brands and social media influencers due to fashion taste and get lifestyle updates. Women’s interest in Erotic Lingerie brand was aroused by Facebook advertisements mostly. Female’s sense of fashion is different from male, so they are more attracted to lingerie products and brands to impress males(Dahlén&Rosengren, 2005). Most of the respondents showed their interest in Nude color bras, comfortable bras, bras for a dress, push up bras, and sexy dress. They also liked loungewear items such as Pijamas, cute shorts, bathrobes, cute and not too revealing sleep gown. Erotic lingerie seems to trigger more slowdown in decision making due to the bold style and waiting for any occasion.

4.2 Male vs. Female Respondents

Male recorded responses about lingerie products were different from females. For example, according to the male point of view, it is odd to see an advertisement about lingerie products on Facebook. Male subscribe email and newsletter of these brands but are less committed to purchase any products. Furthermore, the male is more interested in cannabis products and products related to their interest, those related to the gym like protein bars, etc. They are also less likely to get influenced by social media influencers and Instagram. However, they know about the difference between non-branded and branded content and how it benefits people’s buying decisions.

Male intentions and responses are different from females like the perception of social media. Social Media influencers can be very passive brand awareness agents for males who may be somewhat unaware of the impact of SI on them. Also, it appears to be the case that males assess the trustworthiness of an influencer by the non-monetized benefits that said influencers create and pass to their followers. It can be argued that males don’t feel comfortable buying things like Bras for their significant other but are more comfortable in buying erotic lingerie as it seems Erotic Lingerie is viewed as a “once in a while wear” and so, no major influence from the wife/partner is required. Males look for non-digital as well as digital markers to cultivate trust with a brand. Unlike normal lingerie for which husbands/boyfriends tend to align the purchase with their partners, the nature of erotic lingerie gives the Male partner some leeway with making a purchase decision alone. This is because the female partner is going to wear erotic lingerie once in a while or for an occasion, so making comfort a less priority element.

Female respondents proved to be more aware and get easily influenced by social media and Facebook. The challenge with erotic products, whether it is erotic lingerie or sex toys, is the fact communication on social media platforms is complicated. Ads that are deemed sexual will be blocked from being displayed, and therefore focus on scaling communication through alternative means becomes necessary. This is where Social Media Influencers. In normal circumstances, Social media influencers are becoming a foundational aspect of any brand communication. This becomes even more so when you have the limitations mentioned above when dealing with erotic lingerie. This is leading many Lingerie brands, especially the smaller ones, to work more with Social Media Influencers. But the question is, how effective is it to work with social media influencers when you are an erotic lingerie brand? Do the influencers have real influence over the buying decision of males and females?

4.3 Cronbach’s alpha

Three variables of study brand trust, social media influencers, and brand awareness are quantified from the questionnaires to calculate the value of Cronbach’s alpha. For the small sample test, the value of Cronbach’s alpha is 0.7, which shows internal consistency.

4.4 Discussion

The buying decisions of consumers mainly depend on the outside world and related variables. Potential themes evaluated from this research are:

Social media influencers
Brand Awareness
Product awareness
Brand Trust

The analysis of results establishes that null hypothesis for this study is accepted. It was “there is a relationship of social media influencers with the erotic lingerie buying decision of men and women.” The interview practice has highlighted the role of the key themes identified in this research, which are discussed in detail.

4.5 Themes of Research

4.5.1 Social Media Influencers:

Social media is a significant source for the advertisement of any product. Erotic lingerie’s undergarments give an attractive look to the body, and social media promote such factors that are related to sex and female sex objects(Goanta&Ranchordas, 2019). Western media highly contributed to prevailing sexualization. 46% of female or young adults are showing themselves on social media only in the U.S. Along with this, social media is extremely popular in young people and their best-loved context is sexualization.

Erotic lingerie’s product is helpful in sexual activities; its stretchable fabric gives proper shape to the body and assists in presenting its parts properly. Lingerie getting familiar because of enhancing the body features into young women on social media. Adults (ages 8-18) mostly spend their time (7 to 10 hr) on social media. Face book is also the most used factor in sexualization. One hundred and seventeen college men like sexual profile photos of young female adults. After that, this process goes further toward dating and other relationships. Often females are earning money by presenting their sexual particles on social media. To perform sexual activities and in the act of sexualization, erotic lingerie is a tremendous factor to promote a female on social media with a sexy look.

However, it seems very unlikely that a Social Media Influencer will have a direct impact on the buying decision. In other words, brands should not expect immediate sales to take place after running a social media influencer’s campaign. The respondents follow fashionistas and lifestyle trends. People follow these accounts to get fashion ideas & inspirations and lifestyle aspirations. People like styles and colors of products by lingerie brands. It is also possible that social media influencers only work while scrolling own the feed, and when people go out for shopping, they prioritize their budget and preferences.

Social Media influencers have a very passive and indirect impact on the respondents. It is unknown if the respondent is genuinely oblivious, or they are denying being influenced. It is, however clear that the respondents consume the shared content with some level of thoughtful presence. For brands, this means that Social Media influencers should be used at all times. However, it should not be expected that a sale will be generated directly from any particular influencer.

4.5.2 Brand Awareness

Erotic lingerie gives a sense of confidence, style, cozy and sexy look to its wearer. Different brands of this product deal with customers in different ways.Victoria secret is most familiar, and the exemplary brand of lingerie. It mostly produced or manufactured undergarments for the supermodels. This brand has established the largest retailer industry around the world(Haryani Hatta &Rachbini, 2018).

Zivam is the largest online undergarment brand of lingerie in India. Its popularity shows its difference to other brands, because of its attractive crafting, and availability in different sizes. Pink usually reflects feminine. The purpose behind introducing this brand to satisfied, passionate, and fashion alert audiences. It is a sub-brand of Victoria secret. 15_22 year’s customers are its focusing priority. Gapbody is an original company of lingerie lines. It delivers its products around the world. Recently this brand introduced a capsule collection of undergarments named ‘Love by Gap Body’. Amante is a top leading brand around in Asian countries; it fascinates its followers because of its elegant designs.Bare Necessities maintain their level among other lingerie brands in short intervals. It is available at affordable prices and has introduced different plus sizes of female undergarments. Calvin Klein is a well-known brand around the world because of its consumer’s demand. It provides a stylish, inviting, and tempting look to its customers at a reasonable price(Hurley, 2019).

4.5.3 Product Awareness

Erotic lingerie provides push up bras according to different sizes, and bestow pleasing feel to women with different decorating styles, that may be used under the dress or unless the dress in both cases lingerie products equally emphasize the customers. It also fascinates its audience with lace line bodysuits towards such followers who want to present in a smart and sexy look. Lingerie makes research on female desire around the undergarments and focuses on its manufacturing departments and crafts it according to the consumers’ intent. That is why lingerie enjoys a leading role around the world with its different brands and distinctive products(Molinillo, Japutra, Nguyen & Chen, 2017). Lingerie’s main popularity is to minimize the cost of its products and satisfy its consumers by providing them comfortable, affordable, ultra-modern undergarments. Its soft and smooth stuff gives a loveable feel to the body. Its major cause of differentiation is its uncountable range of designs and availability in different sizes and colors. Online purchasing is another beneficial factor. Moreover, quality and style are the first priority which makes the lingerie world’s best undergarments brand.

4.5.4 Brand Trust

Consumer trust is the real asset of lingerie because it gives a sexy look to the feminine body. Moreover, men like to see the female in lingerie undergarments. This thought gives a sense of trust to its customers. Whether a female is wearing it outside. The feeling of confidence maintains the trust of customers on lingerie’s products. It keeps in mind different body structures and body figures and builds bras according to it.

If a woman has a flattering body, she needs to wear some control type panties and bras and with small breast size must use padded bra to enhance the body figure according to the desire and to make an attractive presentation to others. The difference in body appearance and using expert techniques makes the brand more different and reliable to its customers. If a female wearing a lingerie product can easily motivate the partner’s emotions towards, its silky and smooth fabric also feels fabulous to its wearer. Female is practicing and performing duties in different fields; this brand builds trust and confidence to make sure to present the body attractively.

4.5.5Female Trust in Lingerie Brands and Attractive Factor of Purchasing

Every female loves to be charming and attractive, often are beautiful by nature. Sexual particles are additional parts that make a female younger and elegant. In this matter, lingerie is a helpful factor that makes women extra pleasing with its sexy look. Young adults and different age factor females prefer lingerie products because it fulfills the desire of presenting, and its soft and smooth texture rescues the body from any kind of irritation and restlessness. Its special feature is to craft its products for different occasions, like simple and plain undergarments and attractive and stylish look for some events like weddings, Valentine’s Day(Wellman, Stoldt, Tully &Ekdale, 2020).

Lingerie knows its customers belong to all classes. Thus, it provides a variety of selection at a low rate. Its attractive feature of purchasing is that lingerie has trained manufacturing staff, which makes its crafting according to the body figure of a female, and presents the body appearance according to the client’s demand(Yoh, 2013). Supermodels and different actresses prefer lingerie products because of their distinctive styles and color collections and fulfill the desire of body presentation to be popular on social media by creating a hot and sexy profile to get more likes and followers or to earn money.

4.5.6 Important considerations

The advertisement has a specific role in spreading awareness about lingerie brands. Participants became aware of the brand through FB advertisements. Further, males and females have indicated that they don’t know of any of the influencers deployed by Temptations Avenue. Brands can also still work with social media influencers when targeting males but it has to be in a subtle way. Males’ retention is most focused when the content is about a product/brand/industry they are interested in. Therefore erotic lingerie brands should identify the different interests (in this study, we identified Cannabis and health/gym brands and products) and execute a trilateral partnership (Erotic Lingerie Brand – Cannabis/Health brand – Influencer).

One important factor erotic lingerie brands need to take into account is simply the sizing aspect for the male buyer. Erotic lingerie brands should use very creative ways to advertise to males in a way that is approved by the social media platform, and that captures the attention. Using Instagram Models to reach males may be wasteful as the retention of information related to the promoted brand is highest when the male is interested in the product or industry of the brand. Also, the abundance of sexy images of IG models weakens the uniqueness of the lingerie that is being worn, no matter what the brand is.

Brands need to work more in normalizing the concept of erotic wear. A possible solution would be for Erotic Lingerie brands to team up with Influencers who are stylists (this means that the stylist would take the different lingerie designs and find creative ways to incorporate them in everyday wear, or as outerwear. In terms of influence in making a purchase, a social media influencer has a bigger impact on women than men. Some of the respondents followed influencers to keep up to date with the latest fashion style. One respondent did not buy the same brand but followed the style showcased. Erotic lingerie brands may use fashionistas, not to wear their lingerie, but to run a women’s only event where the Erotic Lingerie is the sponsoring brand. Alternatively, collaborating with Influencers who are doing both Fashion and Lingerie. This can prove to be difficult to achieve, as this category of influencers is very hard to find.

Erotic lingerie brands should collaborate with Fashion Influencers who match the personality or the brand. The respondents indicated that they trust the fashion taste of the influencers they follow and therefore finding an influencer that matches the brand personality already gives the lingerie brand a foot into the door (or mind of the female customers). Erotic lingerie brands should also team up with Influencers whose body sizes fit within the size chart of the Erotic Lingerie brand. Encouraging the influencers to share what size they are wearing and showcasing helps to create more trust between potential customers and the erotic lingerie brand.

Like with males, Influencers should not be counted on as a direct conversion channel, meaning that erotic lingerie brands should not invest in Social Media influencers expecting direct and immediate purchases. The conversion time is much faster than that of males, but nevertheless, brands have to be realistic in their expectations. The attention is great, and the retention is high, and therefore brand awareness is achieved. The challenge with this is that high creativity is required to slip the erotic lingerie in without making it a focus.

For women, when it comes to intimate wear/non-erotic lingerie, comfort and functionality are very important. In the case of Erotic Lingerie, uniqueness/boldness of styles and designs is a very important factor; however, it is also a factor that may be intimidating some women. With that being said, it seems like women are willing to go out of their comfort zone and wear something bold or erotic if there is a special occasion to celebrate.

4.6 Recommendations

Content Influencers: models who will wear the lingerie and take a picture (or multiple pictures). These types of Influencers are very low-cost content generators. The images and content can be used by the brand in their different communications. This also creates some brand awareness.

Fashion/lifestyle influencers: The typical fashionista/lifestyle influencer whose personality matches that of the lingerie brand. Can be collaborated to help normalize the Erotic vibe of the brand, and to create awareness

Stylist Influencers: usually fashion styling experts, who are not afraid to wear erotic lingerie and who are not afraid to style it as outerwear. This also helps in normalizing the Erotic vibe that can be perceived by the potential customers of the brand. These influencers are a niche between the content influencers and the fashion/lifestyle influencers.

Chapter 5

Discussion/Analysis

After discussing the results of the questionnaire in the previous chapter, some important factors related to consumer buying behavior will be analyzed in this chapter. The qualitative study provided significant insight into the buying behavior of consumers. The analysis of purchase patterns is also useful to know about the shopping frequency and intentions of consumers (Coley & Burgess, 2003). The results of the study provided information about the general spending habits of men and women. It is found out that male and female buying patterns are different, yet aligned to the need for a product. The fashion sense of different people allows them to move to different brands (Agarwal, 2019). On the basis of results and inferences made, it is logical to describe key theoretical concepts behind the buying behavior of consumers.

Factors of Lingerie shopping

Women are most familiar with Lingerie shopping. They show their interest and preferences through purchasing. Different styles, fashion sense, and aesthetics allow the selection of unique products. The unique experience in lingerie shopping provides a wide range of selection and product choices by different brands (Attreya, 2018). The current research is key evidence to show the interest of women in lingerie shopping and other feminine products. Current marketing literature emphasizes fashion clothing as preferable products when it comes to investigating their tastes. The nature of lingerie, type, and style of products provide pleasurable leisure activity. The self-enhancing benefits allow women to contribute to personal identity and one’s self-image. The literature on consumer behavior has focused on the specific behavior of women when they confront their preferred products. The consumption involvement is an unobservable motivational state that leads to arousal of interest. It is also found out that a particular condition or stimulus, its research, information, and consequences can help consumer’s effective decision making.

The fashion-based consumption of lingerie offers women an opportunity to express social status, personal identity, as well as professional image. This projected identity offers a clear means of communication to interact with the outer world and define particular things that serve greater meaning. Women’s involvement in fashionable products is based on their consumption patterns in relation to intimate apparel (Coley & Burgess, 2003). The lingerie market serves between fashion and functionality. For women, different brands, products, quality, and symbol work, creating a distinctive identity for a specific brand. In the current study, similar is true for the Temptation Avenue Brand. There are different components of brands, i.e., brand elements that help to define interest level as per feelings of products and customer involvement (Mishra & Agrawal, 2017).

The self-enhancing and self-confidence experience provided by lingerie has a significant role for women since it has been investigated by the respondents in this study. The inference highlighted that this woman instrument is specific to appeal to their men and introduce bold concepts. The different form of lingerie, related products, and styles are famous among women because it is presented by lingerie brands in the most desirable format (Attreya, 2018). Mostly, the consumer brands target customer satisfaction elements and provide differentiated products that fulfill the requirements of consumers.

Key factors that lingerie brand focus are targeting aspects of females. For instance, age is a crucial element to target potential customers. Women above age 40 show less interest in bold lingerie products. In addition, specific attention is paid to identify the preferences of white and colored women. Young customers prefer showy products, and accurate segmentation is carried out to find out the attitude of customers. Among young women, a ratio of buying underwear suits is in increasing trend annually. Known brands such as Victoria secret and Temptation Avenue are more attractive for young customers due to their advertisement campaign and trendy products. Consumers also show faithfulness to know brands since their products appear in feeds of customers on social media (Kai, Xiaofan, Qiuying&Huanhuan, 2013). The current study established that women are influenced from lingerie brands, when they need it for their special occasions, such as anniversary or wedding, etc. literature has supported the evidence of consumer engagement with lingerie brands under the influence of social media, such as Facebook and Instagram.

The underwear and bra products are idealized on the basis of certain factors. For instance, the advertising effect, young women’s preferences, fashion shows, events, and models are some key aspects that arouse the necessity of these products (Attreya, 2018).

Mostly, consumers show scant regard for the fashion products, and consumption demotivation occurs, due to new status symbol products, a saturation of sector, slight interests or economic crisis. The principle strategic factors are related to consumer expectations regarding the product’s attributes. For instance, it is considered that the product should be innovative, beautifully presented, fashionable, bold, and durable regarding fashion sense (Coley & Burgess, 2003). The rich style and enhancing elements also motivate females. The key characteristics are seen in specialized products in case of scale and organization space (Mishra & Agrawal, 2017). Investment is another factor that motivates consumers; for instance, most of the consumers want less spending on highly fashionable products yet spend more for a sober, classic, and durable product.

Current study also investigated that a medium law range of consumers does not go for fancy and expensive lingerie, as interviewed by females (Singh, 2018). They have standardized taste, yet they prefer economic products. Literature supports this argument and emphasizes that products that have a good image, yet economical have more customers. In Japan, Italian fashion products are sold in minimum quantity because of their know-how and value that customer gives. The influential lingerie factors decide how the consumer will respond to fashion products (Che, Peng & Hua, 2016).

5.1 Brand Experience

Brand elements are composed of signage, color, name, symbol, and aim of unique products’ identity. Consumers can easily distinguish into famous lingerie products on the basis of brand names. The different components of a brand make it different from others. Brand elements work on the physical level and psychological levels (Attreya, 2018). The significant impact related to feelings connects customers to specific branded products, so they develop fashion sense. Intimate relationship in consumer and brand is oriented on the basis of brand experience (Kai, Xiaofan, Qiuying&Huanhuan, 2013). In the current research study, the female respondents have shown their interest in lingerie in the case of Temptation Brand Avenue.

Prior literature discussed the concept of brand experience related to lingerie brands as a more functional and created a positive image for products. The buying behavior of the consumer is focused on the functionality of the product that needs significance. The impact of brand experience can be seen through high-quality products and consumer demand. In the current research study, the nature of lingerie, its style, and its quality has influenced male and female buyers. The experience shared by respondents’ highlights that many lingerie brands that offer reasonable sizes, prices, and products are mostly appreciated by the customers. The respondents also mentioned that they are influenced by the presence of brands on social media.

The particular response of respondents for Temptations Avenue Brands was peculiar because it offers trendy stylized products and focuses on real-life events (Mishra & Agrawal, 2017). Many women appreciate the social involvement of brands and cater to fashion aesthetics for women. Social media influence is a specific interest for females because it offers the latest information about lingerie brands, celebrities who use it, and admirable figures (Che, Peng & Hua, 2016). Women love the lifestyle. Fashion and trendy products, so the presence of lingerie brands on social media matters most for the customers. It is also ensured from the evidence that people show their interest through social media, as some respondents mentioned IG models and their likeness of brands that appear in the feed. It is also found out that Instagram uses social media influencers that not only persuade customers to buy the most desirable products but also allow them to make differentiated choices.

Furthermore, brand experience also works for women’s interaction. Social media trends are related to fashion figures and versatile models for specific products. It is common among women to follow famous brands and provide their opinion about products. The taste, aesthetics, and demand for lingerie is a significant aspect of the decision making aspects. The interest of women for the lingerie brand is mostly enhanced by Facebook and Instagram. The role of advertisement is also significant to consider brand elements. There are also some conspicuous elements that decide how consumers consume and use products (Kai, Xiaofan, Qiuying&Huanhuan, 2013). The consumption experience defines its way of orienting the brand performance and help consumers suggest its preferences. Most of the brands decide improvements in their products on the basis of consumer reviews and feedback. Consumer demand also decides the nature and specifications of products. The brand experience is a measurable scale that deals with promotions and discounts that a brand offers on its products. The brand experience related studies discussed consumer perception about the particular brand that evoke certain kind of feelings in a consumer that make him buy more. Lingerie brands for women are oriented on such a notion that influence women, and they understand the significance of the products.

The current research study has proved that lingerie brands have been proven significant for women since they provide desirable products in the most attractive form (Mishra & Agrawal, 2017). For instance, the Temptation Avenue brand is a desirable brand that offers lingerie, underwear, and bras, what women like most, and get influenced by social media. The lingerie market in the world is based on a similar traditional approach that provides not only an overtly sexual aspect but also attractive depiction lingerie (Che, Peng & Hua, 2016). Brands also focus on the advertising of products by the consumers’ perspective and offer an advantage to opt for these products. It is of predominant importance that brands identify key factors that help consumers decide about their preferences and focus on maximum satisfaction out of lingerie brands. Consumer behavior is related to intellectual, affective, sensory, and behavioral aspects that are categorized in the form of a scale of brand experience.

Consumption decision making criteria in the modern day is related to different aspects of life. The scope of society in relation to fashionable female brands is complex. Human values are measured in a different way today, yet it is a complex form that helps determine set targets for brand symbols in society (Kai, Xiaofan, Qiuying&Huanhuan, 2013). Feminism is reflected from the taste of life and status that they hold in society, yet there is a clear connection between brand and background of company because brand sets its parameters on the basis of consumer insights and demand. Consumers adopt a unique approach to purchase a product, which is based on need rather than a choice. Temptation Avenue Brand has oriented its consumers’ demand as per need rather choice because its products’ concept is built in such an interactive form that expands choices (Coley & Burgess, 2003). Consumption making aspects need planning, development, and brand management. Different lingerie brands have developed their management on direct marketing strategies under brand quintessence because brand managers have identified key competitors for their product (Che, Peng & Hua, 2016). The lingerie brands also have increased the pace of globalization by exploring the consumer interest behind the products.

There are many different yet competitive situations in the markets that work for brand superiority. As in the current research study, as a collective of male and female, the buying decisions are effectively made by the help of social media (Kim, Park & Lee, 2016). However, the traditional concept of conservativism exist for most of the customers; for instance, watching lingerie advertisement on social media is odd. The focus of lingerie brands is mainly to involve the customers, either male or females. More specifically, females feel it more attractive to get in touch with lingerie brands, since this concept helps them feel younger and charming (Mishra & Agrawal, 2017). Lingerie products offer a unique understanding of being a charm and getting involved with their partners romantically. Different age factors also help brands to align their products and categorize them under specific tastes and preferences.

Brand engagement also caters for the interaction of young female customers. The most important factors to consider for brands are sizes, shapes, and styles, as some males prefer sexy lingerie. The interest of males in these products is aroused by showing them sexy girls images and IG models. For some specific reasons, it is also found out that consumers prefer lingerie hot and sexy products. The research study has provided important evidence about the use of social media and advertisement that is crucial in erotic lingerie brands. The use of social media platforms is used as an approved tool because it captures an individual’s attention and provides a competing factor for women to purchase what they wished for.

The consumption decision making needs recognition as it is highlighted from the result of the study. The respondents focused that erotic lingerie buying decisions are associated with some other factors. The situational factors are existing innerwear form that persuades consumers to go for functionality aspects (Mishra & Agrawal, 2017). The aesthetic bra’s experience and its appearance, as well as size, are key dimensions that women looked for before making a purchase. It is also clear that in most of the cases, women are more conscious about fashion, so fashion-conscious consumers are more aware of quality, style, trend, and fashion (Coley & Burgess, 2003). This factor is closely linked to social media, where social media influencers give much attention to the latest, new season fashion. The findings of the study present that special occasions persuade a customer to buy more and stay tuned for upcoming products. Customers prompted behavior is also linked to the promotions, and discounts periods, as some respondents focused on appeal to Temptation Avenue when there is a sale.

The purchasing criteria for lingerie are divided into aesthetic and functional concerns. Male respondents are of the view to buy only functional elements, but females focus more on fashion, sexy looks, and appealing designs (Kim, Park & Lee, 2016). The focus of the study was to find out how buyers respond to a particular erotic lingerie brand under different circumstances. It is clear to know that female and male respondent is of different opinion when they decide on their purchasing criteria. The functional concern is all about getting fit in the products; it’s quality, and pricing. The findings of this study are matched with past studies’ results. The aesthetic concern allows customers to involve with the latest style and shape, which is trendy. However, non-fashion conscious consumers, when going to purchase innerwear, they settle down for quality and customer service. They also need specialist advice for the correct measurement and good fit. The influence of brand name is another factor extracted from the findings. The study proposed that brand name is key to influence customers to buy more when there are some promotions and discounts offered.

Chapter-6

Conclusion

Today, brand work, brand identity, and advertisement are carried out with the help of influencers. Influencer marketing is a robust social media marketing approach that has grown brand identity concepts. Third part endorsers are enforcing consumers by forming their attitude and behavior to buy specific products. The persuasive tone of influencer has built a large customer base for multiple brands. For example, Victoria Secret and Temptation Avenue Brand are some trending female brands for lingerie. They are using social media marketing and influencer marketing approaches to enhance their audience reach and targeting a broad segment of society.

If a brand includes influencer marketing in its strategy, relevant technologies are used to identify how the audience is fit for products, and their likes, shares, and followers are used as success symbols. Current technologies are crucial to measuring the response rate of followers under the influence of influencers. The critical values that influencers consider for branding are repute, characteristics, and personality. Brand perception and brand personality play a crucial role to know about brand loyalty. The brand personality constitutes a set of human attributes that help consumers buy a product. The brand also adds value to perception and make attitudes about a particular product.

The current research study worked on Temptation Avenue Brand for lingerie and investigated the response of male and female participants towards buying. Measuring the buying behavior of consumers regarding lingerie was the primary purpose of the study that was accomplished by including eight participants. Specific literature and theoretical concepts were added to make up a sound base for discussion. The qualitative methodology of this study was based on questionnaires and interviews about buying behavior and patterns of attitude for lingerie. Male and female participants often hold a different opinion, and similar is true for this case. Previous research findings are also used to cross-match the result of the current study with previous findings.

Current research has investigated the main findings about the advertisement. For example, how specific it is to involve people through publicity, social media, and their favorite applications to make their behavior. Findings suggested that social media is crucial in terms of advertisement because it spreads information. Lingerie brands are the most favorite brands for females, who are conscious about their body images or who want to impress their partners about body shapes. This concept also makes a difference for males, particularly, when they are inspired by IG models, advertisements, and lingerie brand magazines.

Inferences drawn from the questionnaire illustrated the fact that social media plays a pivotal role in determining the decisions of customers. The main themes found out after analysis are brand image, brand perception, and trust of females on lingerie brands. The main focus was to find out how a lingerie brand shapes customers’ attitude. For males, the main persuasive force is models and magazines that is an advertisement that determines behavior of males towards lingerie products. Publication about lingerie brands is mainly linked to female and male perception; for instance, sexy looks attract males, so they want products for their female counterparts.

The brand image works differently. In some cases, males identify a brand by seeing a model, so a concept of delicacy and sexiness establish in their mind. Advertisement work primarily to set up the brand image about lingerie. Erotic lingerie brands are in fashion and known as fashion brands that follow the latest style, trends and offer beautiful products. This concept is familiar with female buyers, so mainly it determines their attitude of buying. A sponsoring brand has to work with care because fashion and lingerie products go side by side, and mostly females view them similarly.

The current study provided a broader concept of female trust in brands, which is built by advertisements. Social media advertisement plays a more significant role here since Facebook or Instagram feed often shows a model wearing a sexy night suit or lingerie that catches the attention of females. If two or more than two females satisfy with a lingerie brand, they recommend it to their friends, and the cycle continues. A ‘word of mouth’ matters significantly to determine the decision of females about erotic lingerie. Social media marketing is the primary tool for these brands to showcase products and build an audience through brand perception. If a female likes Victoria Secret, she will spread it in her circle, and brand recognition sets up.

Most of the consumers prefer fashion-based consumption, except one or two in a given sample of study who prefer quality and reliability over fashion. Fashion based use is common with females. The involvement of women in fashion-based products and lingerie is common due to their circle. The lingerie market is all about fashion and functionality due to differences in brand, quality, fashion, style, and status. Temptation Avenue Brand is not followed by all the sample size of this study, yet most women know about it and have trust in it.

On all the discussion elements, it is safe to conclude that social media advertisement and influencer marketing are the core approaches that help women make up their mind and make a decision. The decision making power is much influenced by word of mouth, advertisement, and social media. Lingerie brands follow fashion elements to capture more customers. They introduce the concepts of products that are common in fashion or attractive in the sense of sexy and bold styles. On the contrary, male respondents showed their decision-making power related to social media advertisement and Instagram models, who appeal to men, and they look at their partners similar in lingerie.

This research has defined the way of marketing, the influence of advertisement, and its scope in the fashion industry. Temptation Avenue Brand is a name of fashion products that delves into influencer marketing and using influencers as a ladder to climb lingerie brands. The brand perception, brand recognition and trust of brand is strongly built in this case because it has contributed to broader customer base as well as loyalty of consumers.

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Appendix

Questionnaire

Social Media influencers have a very passive and indirect impact on the respondents. It is unknown if the respondent are genuinely oblivious or they are denying being influenced. It is however clear that the respondents consume the shared content with some level of thoughtful presence. For brands, this means that Social Media influencers should be used at all times however, it should not be expected that a sale will be generated directly from any particular influencer.

An offer they had
- Ok, if Victoria Secrets had the same exact offer as La Senza, who would you have purchased from?
  - I’d still think La Senza, I have always felt comfortable wearing their bras.

I liked the babydoll they had and I wanted to surprise my boyfriend
- If Victoria Secrets had the same babydoll, would you have considered purchasing it from there?
  - Probably I would have, I like VS so I would have also been as open to buying it from there as well. But at the time I saw it on La Senza IG and I really liked it. I did not want to spend time looking for something similar elsewhere.

I wanted something in a specific color to wear under my white dress shirt for work and I only found the shade in store and purchased it?
- Why did you not buy it offline, wouldn’t it have been more convenient?
  - Usually yes, but because I wanted a specific nude shade, I did not want to risk ordering something that is not the shade that I want. I did not want the colors to be different, you know between the image and the real stuff.
- Why did you not buy it from any other brand?
  - There is only La Vie En Rose and La Senza in my area, and I wanted to be able to see it like I said in person. I did not bother going to la vie en rose because I don’t think they have this. I know that La Senza has them
- How did you know La Senza had them?
  - I have seen them a while back on social media
- So you follow la Senza, what about La Vie En Rose?
  - No, I don’t feel like I connect with the brand.. it feels old
- I saw a pajama set that I liked on IG and purchased it
  - If the same PJ was available from another brand, would you have considered it from that brand as well?
    - Yes, I can be very discount driven, so I could have been easily influenced by a discount.
  - My weight has changed and needed a new pair for bras that fitted me properly so I went in store and got fitted?
    - Would you have gone to a store of a different brand for this?
      - Yes absolutely, however I wanted something close within my area and I don’t have a lot of options. I normally hunt for discounts on La Senza and Victoria’s Secrets, but since I needed fitting, I did not have a choice but to go to La Senzanear by.
    - I wanted to pamper myself after so I got some cute shorts I can wear at home.
      - Would you have gotten the same shorts from a different brand?
        
        No one has these shorts, I mean the writing on the butt side is unique to VS so yea
      - Oh I love Victoria’s Secrets stuff, every once in a while I go on shopping spree online. Last time I bought a bath robe, a balcony bra for an outfit I recently purchased, and a black tight dress..it was like a corset but not the ones you see in the old school movies, the ones with wires and metals. It was like a chemise or a tight babydoll with stockings.
        
        Would have gotten the same items from a different brand?
        
        Every once in a while I like to treat myself from VS, I have always thought they were affordable luxury. I know there are more expensive brands out there but I like to feel like I pampered myself by buying from them. In between these frenzies I am more of La Senza.. they have a lot of offers, almost always, so if I ever need anything, I go through them

I got me a nice satin sleep gown, it is very cute and I like how it feels on the skin. I got it from La Vie En Rose
- Would you have purchased the same thing from a different brand?
  - I purchase from other brands too, but I wanted something more relaxing than sexy and in your face.
- So La Vie En Rose is more of a relaxed lingerie brand and La Senza is more of a sexy in your face brand?
  - Yeah, you can say that. I mean not everything you see in La Vie En Rose is at La Senza and what you have in La Vie En Rose is more feminine than sexy
- So do you prefer feminine more than sexy?
  - Not really, it depends on the mood. I have really sexy stuff. But when I purchased the sleep gown, I was not in the mood for something sexy. I wanted something for the very relaxed days.

Title: How have Watch Brands been using Influencer Marketing on Instagram to dominate the Watch Market in the past 5 years

Comparison of gender roles in Romeo and Juliet and Private Romeo

Love, Romance

Pages:6

Romeo and Juliet Essay

Although many of Shakespeare’s plays have remarkably strong female characters and many a time gender roles are seen to be inverted in his plays, William Shakespeare, by today’s standards, does not reflect feministic values, but there are a few exceptions created. The 1976 film Private Romeo has some similarities and differences with the iconic play Romeo and Juliet when analyzed with the lens of gender roles.

In the play Romeo and Juliet, men in Verona, Italy, the setting of the play, are shown to be agents of power, sexual authority, subjugation, and general political authority. Sampson, a Capulet’s servant remarks in Act 1, Scene 1, lines 15-18, “Tis true, and therefore women, being the / weaker vessels, are ever thrust to the wall; therefore I / will push Montague’s men from the wall, and thrust / his maids to the wall.” These phallocentric lines are indicative of the hegemony of males in the society of the play and go on to display that women are primarily considered sexual beings. Likewise, Sampson once again declares, “Draw, if you be man,” in Act 1, Scene 1, line 62. This small line serves as a micro for the macro collective conscious of this play that appears to be that the ideas of masculinity are completely fixed so much so that the mere act of being reluctant to be angry drags the gender of man in question in the play. Additionally, Romeo’s friend, Mercutio, in Act 1, Scene 4, lines 27-28, says, “If love be rough with you, be rough with love; / Prick love for pricking, and you beat love down.” This line is indicative of the societal norm that a man ought to be strong enough to deal with sentiments in a violent way suggesting that man is above the weaknesses of sentiments, unlike woman. Likewise, there are many recurring themes in the movie Private Romeo that represent that the larger parts of the society believe in the hegemonic ideas of masculinity. For instance, the very setting of the movie in a male cadet college, their daily routines and exercises represent the essence of this idea.

In the play, Romeo goes against the conventions of Verona, as depicted by Shakespeare. He does not wholly abide by the hegemonic masculine strength defined by the patriarchs of the society and family. Romeo defies the gender roles to an extent by succumbing to feelings and the associated toll generated. Romeo is a classical romantic as his thoughts are persistently filled with love and desires and lack the sort of “manliness” prevalent in most of the city. He is charmed by love twice and does not turn away or feel humiliated when his friends ridicule him for harnessing such feelings. Many critics go on to suggest that his character is weakened in his scenes with Juliet as she appears to be the stronger one, mainly judged as per emotional maturity. He places himself below his lover in an attempt to woo her and goes into submission. During the famous balcony scene in Act 2, Scene 2, lines 26-28, Romeo says, “O, speak again, bright angel, for thou art / As glorious to this night, being o’ver my head, / As a winged messenger of heaven.” No man of Verona in the play would have willingly let down his stature, but Romeo does so by raising his lover on a higher plane and value. He also makes a vow that is a digression from the conventional masculinity found in the play as he says to Juliet in the same scene, lines 50-51, “Call me but love, and I’ll be baptiz’d; / Henceforth I never will be Romeo.” The act of suggesting to give up his name for his lover is unconventional even by today’s standards and hence Romeo serves as a digression to the gender roles in the play. Likewise, the leading role of Romeo in the movie is also attributed with the vulnerable quality of embracing his feeling towards another man and be unashamed of being gay. Hence, there are similarities to be found in the attachment both the Romeo from the play and the Romeo from the movie have with their inner feelings and how dedicated both of them are to pursue them. However, the movie Romeo, does not depict the themes of lowering his own stature for Juliet, yet typical gender role seems to be inverted, or at least altered to an extent.

The females in the play in the city of Verona are almost considered second class citizens, suppressed by patriarchal regimes and households that quench their inner desires and control their lives absolutely. They are primarily considered a weaker sex, and hence, their opinions are not paid heed to. They are burdened by the traditions of pleasing their male family members, such as satisfying their parents, husbands, and bearing offspring. In this play, Lady Capulet, Juliet’s mother, exemplifies this image in Act 1, Scene 4, lines 70-72, as she says, “Here in Verona, ladies of esteem, / Are already made mothers. By my count, / I was your mother much upon these years”. This depicts the social burden women bear of being there for everyone and the cost of having no identity and life for their own selves.A difference in the play version and the movie version is that there are no female characters in the movie. But it is important to point out that all female characters were played by men in Shakespeare’s time and in this version too, a man is playing Juliet. Gender roles of female characters are layered with complexities in both instances.

Like Romeo, Juliet too deviates from the traditional female roles found in the play. Juliet disobeys the societal roles imposed on women. For instance, when Juliet sees Romeo at her Father’s party for the first time, she does not shy away from indulging in flirtations with Romeo, unlike the role assigned to an unmarried girl in the play’s social setting. She is instead brave and bold and even allows Romeo to kiss her. Similarly, there are many other instances where Juliet exemplifies opposite gender roles. She is shown to be the dominant one in her relationship with Romeo as during the balcony scene in Act 2, Scene 2, lines 143-144, she mentions, “If that thy bent of love be honorable, / Thy purpose marriage, send me word to-morrow.” These lines indicate that Juliet is the one wearing pants and is outward enough to initiate the marriage plans with Romeo, despite knowing the intensity of the family feuds between their houses, Capulets, and Montagues. Moreover, Juliet is very open about her desires as she states in Act 3, Scene 2, lines 26-28, “O, I have bought the mansion of love, / But not possess’d it, and though I am sold, / Not yet enjoy’d. So tedious is this day”. Additionally, Juliet is an absolute rebel who goes against her parents’ orders and rebels against marrying Paris. On the other hand, Romeo too is comfortable with Juliet handling the business on her own and having her air of authority. Hence their characters defy conventional standards of prescribed gender roles.It is essential to note that although there are no females in the movie, the gender pronouns remain the same in the movie. So, despite the fact that Juliet in the movie is actually a male, the character is still given feminine pronoun. This act in itself is a diversion from the norm. Further, like Juliet in the play questions the family divide, the Juliet in the movie questions the gender divide in the sense that a “she”, despite being a male, can survive in a cadet college. Additionally, the movie also attempts to dethrone the stigma attached with gay relationships by calibrating two men in a relationship like Shakespeare attempted to demonstrate the power of star-crosses lovers in the face of political divisions.

All in all, it can be said that majority of the play’s characters conform to the assigned gender roles of being a man and being a woman in Verona. They succumb to societal values and make sexist remarks and supplement the patriarchy. While the movie Private Romeo is quite different in that regard, it has some similarities. The two main heroes of the play, Romeo and Juliet, defy the societal norm in the world of the play and movie. They go on a different stream and find their own personalities by sidelining the gender roles. Hence, it can be concluded that the play and the movie might be seemingly very different but do share some sort of common grounds with respect to their depiction of gender roles.

The novel “The Road” by Cormac McCarthy

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