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Consumers' Classification based on theirs behavior in the Social Media Platforms of Fashion Companies

Author

Listed:
  • Styliani XANTHAKOU

    (University of Western Macedonia, Kastoria, 52100 2 University of Western Macedonia, Koila, Kozani, 50100 Tel: +30 24610 68000)

  • Ioannis ANTONIADIS

Abstract

Nowadays, consumers focus and rely on SNSs, which are thriving, to get information, recommendations from other users for products and services, and also to interact with companies and organizations. This behaviour is also common for consumers and brands of the fashion industry, as technology and marketing applications are evolving in a new digital environment. In this paper, we are investigating consumers' relationships with Social Media and the way they could be classified, based on their interaction with the SNSs of fashion companies and brands, examining a sample of 327 consumers. Participants in the survey completed a questionnaire concerning the patterns of Social Media platforms usage and their experience. Afterward, Cluster Analysis was used to analyze and classify patterns of usage and consumers, regarding the SNSs’ pages of fashion brands and companies. Our results showed that consumers are classified into four clusters namely: Active Users, Opinion Leaders, Entertainment Seekers, Basic Level- Entertainment Seekers.

Suggested Citation

  • Styliani XANTHAKOU & Ioannis ANTONIADIS, 2019. "Consumers' Classification based on theirs behavior in the Social Media Platforms of Fashion Companies," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 5(1), pages 228-235, November.
    • Handle: RePEc:icb:wpaper:v:5:y:2019:i:1:228-235
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    References listed on IDEAS

    as
    1. I. Antoniadis & I. Koukoulis & P. Serdaris, 2017. "Social Networking Sites’ Usage in a Period of Crisis. A Segmentation Analysis of Greek College Students," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 73-79, Springer.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    4. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social Media; Fashion Marketing; Fashion Industry; Consumers' Behaviour; Online Shopping; Greece;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment

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