Online fashion shopping paradox: The role of customer reviews and facebook marketing

Kawaf, Fatema; Istanbulluoğlu, Doğa

doi:10.1016/j.jretconser.2019.02.017

Cited by 51 publications

(28 citation statements)

References 73 publications

(105 reference statements)

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“…For example, customer reviews seem to be of great significance for technology products, but generalizing this to apparel and fashion is complex. Indeed, in the fashion industry, the question remains about how consumers build their exposure experience and social media interactions [28].…”

Section: Research On Fashion Marketing and Social Networkmentioning

confidence: 99%

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

2021

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Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.

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Section: Research On Fashion Marketing and Social Networkmentioning

confidence: 99%

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

2021

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“…Pemasaran melalui media sosial merupakan salah satu teknik pemasaran digital. Media sosial saat ini merupakan bagian yang tidak bisa terlepas dari sebagian besar kehidupan masyarakat karena manusia adalah makhluk sosial, media sosial menjadi jembatan dalam bersosial dan memenuhi tujuan strategis secara digital (Wang & Hyun 2017;Sahai et al 2018;Sokolova and Hajer 2019;Arora et al 2019;Jacobsona et al 2019;Kawafa and Doga 2019). Menurut data dari Statista (2019) media sosial terpopuler adalah facebook dengan jumlah pengguna 2,4 milyar, kemudian disusul oleh youtube 2 milyar, whatsapp 1,6 milyar, facebook messenger 1,2 milyar, wechat 1,12 milyar dan instagram 1 milyar.…”

Section: Pemasaran Media Sosialunclassified

Pemasaran Digital Dalam Kewirausahaan

Hendarsyah

2020

Iqtishaduna

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This paper aims to discuss the concepts and new ideas, opportunities and challenges of digital marketing in entrepreneurship. After discussion, it was found that digital marketing has a very close relationship with entrepreneurship, where both items have the same target. Then digital marketing is part of entrepreneurial activities. Digital marketing has huge opportunities in the development of the business world from now until in the future where the target market has been transformed into a digital platform. While the challenges that must be faced by the business world when implementing digital marketing are readiness in terms of human resources and financial resources in supporting digital marketing activities.

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“…They are more reliable than information provided by sellers because they offer personalized advice as well as ratings of products or services [31]. Many studies have analyzed the relationship between online reviews and product sales for well-known websites such as eBay [32], Amazon [33][34][35], and Airbnb [36,37] and various product categories such as books [33][34][35]38], movies [39][40][41], fashion [42], cosmetics [43], hotels [44][45][46][47], washing machines [48], online lectures [49], restaurants [50,51], and airlines [52].…”

Section: Consumer Car Purchasing Behaviormentioning

confidence: 99%

Analyzing Online Car Reviews Using Text Mining

Kim

Chun

2019

Sustainability

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Consumer reviews on the web have rapidly become an important information source through which consumers can share their experiences and opinions about products and services. It is a form of text-based communication that provides new possibilities and opens vast perspectives in terms of marketing. Reading consumer reviews gives marketers an opportunity to eavesdrop on their own consumers. This paper examines consumer reviews of three different competitive automobile brands and analyzes the advantages and disadvantages of each vehicle using text mining and association rule methods. The data were collected from an online resource for automotive information, Edmunds.com, with a scraping tool “ParseHub” and then processed in R software for statistical computing and graphics. The paper provides detailed insights into the superior and problematic sides of each brand and into consumers’ perceptions of automobiles and highlights differences between satisfied and unsatisfied groups regarding the best and worst features of the brands.

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Online fashion shopping paradox: The role of customer reviews and facebook marketing

Cited by 51 publications

References 73 publications

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

Pemasaran Digital Dalam Kewirausahaan

Analyzing Online Car Reviews Using Text Mining

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