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Personalised and Participative Branding Through Fashion Blogging

In: Social Commerce

Author

Listed:
  • Jenny Cheung

    (Technological and Higher Education Institute of Hong Kong)

  • Delia Vazquez

    (University of Manchester)

  • Tony Conway

    (Manchester Metropolitan University)

Abstract

Fashion-based social shopping sites make extensive use of sharing features via user-generated content (UGC). A notable feature of UGC in online fashion includes “Looks” features, which is defined as photographs of individuals in a styled setting. These photographs can be perceived as a form of visual self-presentation of the customers’ fashion style, outfit, or even a display of taste (McQuarrie et al. 2013). As consumers continue to search for innovative experiences and technologies (Lowe and Alpert, Technovation,45–46, 1–14, 2015), it is a strategic priority for retailers to develop effective social commerce techniques regarding effective online consumer engagement. This chapter explores the dimensions of consumer experiential response stimulated by visual UGC in a social commerce context.

Suggested Citation

  • Jenny Cheung & Delia Vazquez & Tony Conway, 2019. "Personalised and Participative Branding Through Fashion Blogging," Springer Books, in: Rosy Boardman & Marta Blazquez & Claudia E. Henninger & Daniella Ryding (ed.), Social Commerce, chapter 4, pages 59-81, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-03617-1_4
    DOI: 10.1007/978-3-030-03617-1_4
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