EXPLORING THE IMPACT OF THE METAVERSE ON MACAU’S FASHION INDUSTRY DEVELOPMENT

ABSTRACT

THIS RESEARCH STUDY EXPLORES THE CORPORATE COMMUNICATION STRATEGIES AND MEDIA SHIFTS ADOPTED BY LARGE ENTERPRISES IN MACAU DURING THE COVID-19 PANDEMIC AND POST-PANDEMIC ERA. TAKING SJM RESORTS, A LARGE ENTERPRISE ROOTS IN MACAU FOR OVER 60 YEARS, AS AN EXAMPLE TO ANALYZE THE SHIFT AND CHANGES IN ITS CORPORATE COMMUNICATION PRACTICES AND MEDIA USAGE DURING THE PANDEMIC AND POST-PANDEMIC ERA. MOREOVER, RECENT LITERATURES ON RELATED TOPIC WERE REVIEWED TO SUPPORT THIS RESEARCH. THE RESEARCHER INVITED EIGHT LEADERS FROM THE CASE STUDY TO CONDUCT SEMI-STRUCTURED INTERVIEWS FOR QUALITATIVE ANALYSIS, WHILST TO DISTRIBUTE 500 E-QUESTIONNAIRE SURVEYS TO PUBLIC FOR COLLECTING EMPIRICAL DATA FOR QUANTITATIVE ANALYSIS. ISSUES SUCH AS THE PROPORTION OF OFFLINE AND ONLINE MEDIA USAGE AND CORPORATE COMMUNICATION AND MEDIA STRATEGIES AND IMPACTS WERE RAISED. THE STUDY RESULT PROVIDES THEORY AND PRACTICE REVIEWS FOR RELATED ACADEMIC FIELDS. SINCE THERE ARE RELATIVELY FEW RESEARCH REVIEWS ON ENTERPRISES’ CORPORATE COMMUNICATION AND MEDIA LANDSCAPE DURING THE PANDEMIC AND THE POST-PANDEMIC ERA AT RECENT STAGE, THIS STUDY CAN FILL THIS GAP, PROVIDE NEW RESEARCH RESULTS TO THE RELATED FIELD AS WELL AS ENRICH THE CURRENT LITERATURE DATABASE IN RELATED FIELDS