One of the main subjects in today’s research is brand loyalty. The researcher finds that as spending power continues to grow in the consumer market, brand loyalty is crucial for all stages of brand development. However, there is a lack of unified explanation for the issue of various factors influencing brand loyalty. Therefore, the research topic of this paper is to explore the influence of emotional factors, social factors and cognitive factors on brand loyalty. This paper’s research methodology is as follows. Firstly, this paper adopts the literature review method. Secondly, this paper analyzes the data collected from different literature on the influencing factors of brand loyalty. In conclusion, the study shows that good emotional factors like brand love are beneficial to brand loyalty. In addition, good social and cognitive factors like brand campaigns are also advantageous to brand loyalty. Good emotional, social and cognitive factors are significant in the loyalty that exists between brands and their customers As a result, brands need to manage every element and detail. Facilitating customer loyalty and brand loyalty should take emotional, social and cognitive factors in account.

Crocs is an American shoe brand. This study talking about how brand marketing and brand decisions have made Crocs' success, decline, and return to the masses a popular trend again. Nowadays the social economy rapid develop. various products advent more faster, the new things with creativity could always attract people‘s attention. However, the society trend changed quickly, then all brands need to think about how they could expand their customer base in addition to consolidating their existing customers same as Crocs. To make a sustainable marketing strategy crocs needs to combine their brand history, the market requirement, their brand positioning, and their consumer buying behavior. Therefore, the purpose of this study is to provide a sustainable development plan for Crocs from the author's point of view through the several items of information above. The sustainable development suggestions in this paper include, but are not limited to, clarifying brand positioning and target customer groups, developing e-commerce sales channels, etc.

In order to examine the impacts of peer influence and self-esteem on luxury consumption. This research employed online and offline questionnaire to gather customer self-esteem degrees, personality characteristics, along with conspicuous consumption behaviors. The information and data were construed through one-way analysis of variance (ANOVA) and multiple regression analysis. Accordingly, it was indicated that customers with higher degrees of self-esteem showed firmer willingness and action in luxury purchase intentions, and peer influence remarkably impacted their conspicuous consumption. In brief, self-esteem and peer influence are both key players in luxury consumption.Researches have revealed that consumers buy articles of luxury, in an attempt to satisfy the demands for materials and improve their self-worth and social positions. Luxury consumption is prominently impacted by collective self-esteem, since consumers believe that when they purchase luxury goods, their social position and personal image will improve. Moreover, peer correlations exert a highly important effect on young customers, which is deeply intensified by social media and celebrity effects.According to the findings, luxury brands need to take into consideration these points with regard to developing marketing tactics: for starters, meeting the demands of customers with discrepant degrees of self-esteem through individualized marketing tactics, with a focus on the product uniqueness and brand recognition. Secondly, through the transmission of brand stories and values, enhance emotional connections among consumers. Finally, leverage the influence of social media and opinion leaders to attract and retain young consumers. Through these strategies, luxury brands can better meet consumer needs and enhance market competitiveness.

With the increasing popularity of online live broadcasts and short movies in e-commerce, the influence on customer purchasing behaviour has received extensive attention. This study seeks to investigate the influence of short films and live broadcasts on consumer purchasing decisions, with a particular emphasis on purchase intention, repeat purchase intention, and impulse consuming behaviour. The research used a literature review strategy to examine the particular influence of various live broadcast aspects on customer purchase decisions. This study discovered that short films and live broadcasts, due to their high engagement and immersive experience, may greatly improve customers' brand identity and happiness, resulting in increased buy and repeat purchase intentions. Furthermore, elements like real-time interaction, music and visual effects, and quick feedback can assist customers lower perceived risks and boost confidence in their purchase decisions. According to research findings, short films and live broadcasts are not only excellent marketing tools, but also essential strategic measures in modern e-commerce.

One can define sustainable consumption as the act of procuring services or products that satisfy the requirements of individuals while simultaneously reducing the impact on the environment, which has become increasingly important in addressing global challenges like climate change and resource depletion. The present study explores the factors influencing sustainable consumption, focusing on social, economic, psychological, policy, and business strategy aspects. By reviewing research surveys, results of regression analysis, and case studies, this paper reveals that social norms, income levels, environmental awareness, government policies, and green marketing strategies significantly impact consumers’ sustainable consumption behaviors. The findings of the study emphasize that sustainable consumption can only be effectively promoted if multifaceted influences are considered in an integrated manner and several sustainable strategies involving all stakeholders are put in place. Ultimately, this investigation renders useful awareness for the benefit of consumers, companies, and policymakers who are interested in enhancing their practices regarding sustainability.

With the development of the Internet media era, people no longer adhere to traditional media marketing methods, short videos as the largest form of content production have greatly promoted the development of the Internet celebrity economy, but also let many Internet celebrities find a new situation to make money. This study discusses how the Internet celebrity economy spreads and influences people’s daily lives in the new media era. The study proposed the use of the literature research method, through the literature reading and research, through the establishment of the network platform, it explores the development of the economy and the exploration of new shopping models by using different ways of live streaming to sell goods. This study concludes that Internet celebrities receive advertisements through their own traffic and the number of fans, and promote the advertised products to consumers in the video, so as to achieve the benefits generated by both sellers and consumers.

In recent years, with the rapid development of the Internet and major e-commerce platforms, "live-streamed selling" as a novel marketing method has entered the vision of consumers and gradually become an important way to market goods to consumers. In addition, economic development has enriched people's material life and increased the frequency of people using the Internet, which further increases the possibility of live streaming to attract consumers and increase purchasing behavior. This paper aims to discuss the impact of live-streamed selling on consumer behavior, mainly focusing on the impact of commodity characteristics, anchor characteristics, atmosphere and after-sales service on consumer behavior in the process of live delivery. In addition, this paper also discusses the impact and distress of live delivery on consumer behavior and puts forward some countermeasures. However, live-streamed selling faces challenges like information asymmetry, false propaganda, and counterfeiting due to inadequate supervision. The study suggests strict product quality checks, enhanced after-sales services, and improved supervision mechanisms to ensure reliable, authentic, and safe sales practices.

Numerous academics have been researching live e-commerce as its form and content continue to diversify and as more platforms become engaged. This article synthesises the results of research on the impact of food and beauty live streaming e-commerce content and the performance of its anchors on consumer purchase intentions. Research has shown that both the content of the live stream and the performance of the anchor have a positive effect on consumer purchase intentions. For food live streaming e-commerce, the credibility of the anchor, social interaction and immersive experience all have a positive impact on consumer purchase intention. For beauty live broadcasts, the provision of free trial samples and the anchor’s rewarding sales language have a positive impact on consumers’ purchase intention. In addition, this paper also find that the same stimuli in beauty and food live streaming e-commerce have different impacts on consumers’ purchase intention. Audiences of beauty products are more inclined to get effective product information and rewards in a short period of time, while audiences of food products are more inclined to a sense of experience and inspiration. Finally, this study suggests directions in which future research could be conducted on the impact of technological developments in the live streaming e-commerce room on consumer purchase intentions.

The thesis focuses on the market campaign analysis of Balenciaga. With the brand's rapid ascent in the luxury market, it is essential to understand the reasons behind Balenciaga's success in such a short period. One significant factor contributing to this success is Balenciaga's strategic use of social media and innovative product launches. The brand frequently unveils new products on social media platforms, creating a strong and lasting impression on customers. This strategy not only enhances brand visibility but also attracts a substantial number of consumers, driving sales and market presence. However, Balenciaga has faced several ethical issues in recent years, which have drawn public scrutiny. These controversies highlight the need for the brand to address and resolve these ethical concerns to maintain its reputation and consumer trust. Despite these challenges, Balenciaga's potential to continue leading the luxury market remains strong. By appropriately handling ethical issues and maintaining its innovative marketing strategies, Balenciaga can sustain its growth and reinforce its position as a dominant player in the luxury fashion industry.

The aim of the present study is to evaluate the effectiveness of influencers in cultivating consumer loyalty. With confidence and credibility as subtopics, this paper mainly focuses on two major areas to detect the perception and behavior change among consumers by micro and macro influencers. With the support of qualitative and quantitative data analysis, the research advances the understanding of the use of the influencer credibility to motivate brand loyalty as well as alignment of the chosen influencer’s values with the commercial brand. Moreover, impractical solutions strategies for employing influencer marketing to enhance consumer revenues and trust for consumer-oriented brands are further as leading tips and hints for marketers who seek to enhance their marketing conception in the digital world. It also covers issues like, credibility of information and the effect of being real in building or tarnishing the reputation of the brands endorsed. This paper highlights the important role of influencer for consumer loyalty and suggests a basis for future research.