Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands

Chae, Heeju; Ko, Eunju

doi:10.1016/j.jbusres.2015.12.072

Cited by 66 publications

(79 citation statements)

References 41 publications

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“…Thereafter, Kim and Ko (2012) described customer participation on social media in the terms of participation steps and suggested that in order to understand customer participation, customer interactions also need to be considered. Recently, Chae and Ko (2016) explained customer participation on social media and termed it as customer social participation (CSP).…”

Section: Social Media Brand Communities and Customer Participationmentioning

confidence: 99%

“…According to Chae and Ko (2016), CSP refers to "an effort to achieve co-creation of values through required but the voluntary interactive participation of the customers in service production and delivery process in social media". The regular advancement of SNSs has facilitated brands to communicate information publicly using social media tools to ensure more participation from…”

Section: Social Media Brand Communities and Customer Participationmentioning

confidence: 99%

See 1 more Smart Citation

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

Kamboj

Sarmah

Gupta

et al. 2018

International Journal of Information Management

472

282

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This paper examines the antecedents of branding co-creation that include social networking sites'(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the "Stimulus-Organism-Response paradigm". The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modelling techniques. The findings reveal that SNSs' participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding cocreation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors' surprise there is scant literature examining the relationships between SNSs' participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation.

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Section: Social Media Brand Communities and Customer Participationmentioning

confidence: 99%

Section: Social Media Brand Communities and Customer Participationmentioning

confidence: 99%

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

Kamboj

Sarmah

Gupta

et al. 2018

International Journal of Information Management

472

282

View full text Add to dashboard Cite

show abstract

“…Although the fashion industry was initially reluctant to develop a presence on social media, it is recently embracing social media at a fast pace (Morh, 2013;Kontu & Vecchi, 2014). Fashion retailers are using social media to connect and to engage in conversation with consumers, to strengthen their brand and promote their products/services, and to collect information about consumer behaviour towards fashion and understand and influence fashion consumption trends and patterns (Kontu & Vecchi, 2014;Ahmad, Salman & Ashiq, 2015;Chae & Ko, 2016;Godey, et. al., 2016;Gautam & Sharma, 2017;Nash, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The increased presence of fashion brands and the amount of fashion-related dialogue on social media, as well as the opportunities that these create for fashion retailers has drawn a lot of attention on understanding how social media may impact consumer decision making and consumer behaviour. However, this area of research is still young and mostly topical, and more research is required to get a better understanding of how social media affects consumers (Kontu & Vecchi, 2014;Gautam &Sharma, 2017;Chae & Ko, 2016;Nash, 2019). Interestingly, and perhaps tellingly, there is very little literature on the subject of how social media impacts the behaviour of fashion consumers in Greece and literature on the retail fashion market is noticeably scarce.…”

Section: Literature Reviewmentioning

confidence: 99%

An Investigation of the Impact of Facebook and Instagram on Consumer Buying Behaviour: The Case of Retail Fashion Consumers in Rhodes, Greece

Clarke¹,

Tzavara²,

Misopoulos³

2019

IJBESAR

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Purpose:The aim of this paper is to explore the impact of Facebook and Instagram on consumer buying behaviour in the retail fashion market in Rhodes, Greece. We look at the extent to which the two social media influence Rhodian consumer preferences toward certain stores and at whether Rhodians use these social media for fashion information and inspiration. Design/methodology/approach:The study is conducted online, using quantitative methodology and close-ended survey questionnaires to obtain data. Finding:We find that Facebook and Instagram influence Rhodian consumer behaviour. Rhodians believe that the two social media are a good way to follow fashion trends and that fashion is more accessible because of Facebook and Instagram compared to five years ago. The Rhodians seem to be getting fashion inspiration from Facebook and/or Instagram but more in a passive manner than through active engagement with fashion on the two social media. Research limitations/implications:Our findings demonstrate that Facebook and Instagram are very powerful in bringing fashion closer to consumers and they underline the role that these social media can plan in the marketing mix. Our findings can be used by fashion retailers to inform their social media engagement strategies and decisions. Our research can be extended to investigate the impact of different social media constructs on consumer behaviour and to look at what type of social media content may be more impactful in shaping shopping behaviour. Originality/value: Research on the subject of how social media impacts the behaviour of fashion consumers in Greece is limited and literature on the retail fashion market is noticeably scarce. Studies published on the topic of social media influencing consumer decisions with a focus on the Greek market are almost exclusively confined to the tourism sector. Our findings can be used by fashion retailers to inform their social media engagement strategies and decisions. JEL Classifications M30, M31, M39

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“…La participación de los consumidores en acciones de colaboración online con marcas textiles define un nuevo escenario de actuación conjunta a través de las múltiples opciones que ofrece un canal como Internet. Empresas de diversos sectores enfocan actualmente una interacción de forma online entre la marca y el cliente basada en el individuo como elemento clave, como por ejemplo a través de las comunidades online que fomentan la comunicación, la participación y la compra (Chae y Ko, 2016). La elevada competencia global ha ido cambiado la manera de introducir nuevos productos y servicios en el mercado, analizando los diferentes segmentos de cliente (Hu, Lin, Qian y Sun, 2018) o aplicando estrategias que, basadas en la tecnología, gestionan la relación con el cliente, el comportamiento del consumidor, las comunidades de marca online o las redes sociales (Gruner, Homburg y Lukas, 2014; Hinz, Skiera, Barrot y Becker, 2011).…”

Section: Introductionunclassified

Participación del consumidor online en el sector textil

Romero

Jiménez

Ruiz

2018

BICE

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Los canales de distribución online son significativas plataformas de venta que ofrecen la posibilidad de aplicar estrategias de colaboración e innovación entre clientes y marcas. El objetivo del presente documento es destacar a través de una revisión de la literatura, la continua transformación online en la industria textil a través de acciones de interacción más personalizadas por parte de las marcas textiles. Con la finalidad de poder satisfacer la exigente demanda de los actuales consumidores en el sector textil, la constante evolución en la industria de la moda también es percibida a través de planteamientos que aportan un nuevo valor al consumidor final, como la cocreación online. Situando actualmente al consumidor final, también a través de estrategias multicanal, como un agente clave en los procesos de creación y decisión.

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Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands

Cited by 66 publications

References 41 publications

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

An Investigation of the Impact of Facebook and Instagram on Consumer Buying Behaviour: The Case of Retail Fashion Consumers in Rhodes, Greece

Participación del consumidor online en el sector textil

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