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Which content types increase participation in fashion social platforms?

Author

Listed:
  • Eunju Ko
  • Eunha Chun
  • Sangah Song
  • Kyung Hoon Kim

Abstract

Fashion social platforms are Web 2.0 platforms that allow users to share experience and knowledge related to fashion through active participation and allow the fashion industry to rapidly utilize this information. As an important factor in the competitiveness of the industry ecosystem, the role of such platforms has attracted attention; however, few studies have investigated the strategy behind this social platform. The purposes of this study are first, to define fashion social platforms and identify the framework of their content types by interviewing fashion companies and second, to verify the motivations for participation in the various platform content types by surveying consumers. In this study, we developed five content types (forum, lookbook, crowdsourcing, matching needs, and social sharing) and assessed consumers' motivations for participation (entertainment, economic, social, and information-seeking). Fashion social platforms can be utilized to provide broad insight into consumer behavior in the fashion industry and to allow young talent to create effective business networks and communicate with consumers easily and quickly.

Suggested Citation

  • Eunju Ko & Eunha Chun & Sangah Song & Kyung Hoon Kim, 2013. "Which content types increase participation in fashion social platforms?," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(3), pages 297-313, June.
    • Handle: RePEc:taf:jgsmks:v:23:y:2013:i:3:p:297-313
    DOI: 10.1080/21639159.2013.793503
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    Cited by:

    1. Whang, Haesung & Yong, Sunghwa & Ko, Eunju, 2016. "Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists," Journal of Business Research, Elsevier, vol. 69(2), pages 631-641.
    2. Dionisia Tzavara & Phaedra Clarke & Fotios Misopoulos, 2019. "An Investigation of the Impact of Facebook and Instagram on Consumer Buying Behaviour: The Case of Retail Fashion Consumers in Rhodes, Greece," International Journal of Business and Economic Sciences Applied Research (IJBESAR), Democritus University of Thrace (DUTH), Kavala Campus, Greece, vol. 12(2), pages 81-87, December.
    3. Han, Jinghe & Seo, Yuri & Ko, Eunju, 2017. "Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application," Journal of Business Research, Elsevier, vol. 74(C), pages 162-167.
    4. Pillai, Kishore Gopalakrishna & Nair, Smitha R., 2021. "The effect of social comparison orientation on luxury purchase intentions," Journal of Business Research, Elsevier, vol. 134(C), pages 89-100.

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