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Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights

In: The Art of Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Wilson Ozuem

    (University of Cumbria)

  • Michelle Willis

    (University of Cumbria)

Abstract

Despite the proliferation of studies on the emerging computer-mediated marketing environments, particularly on the burgeoning role of online brand communities (OBCs) in the luxury fashion industry, there is a paucity of knowledge of the ways in which the level of customer participation in OBCs affects customer loyalty. While previous research on OBCs mainly examined the role of customer satisfaction and retention, it has neglected the role and level of customer participation in complex OBCs, particularly in the luxury fashion industry. By drawing on existing studies, this chapter presents a customers’ participation filter model for OBCs’ participation. The proposed model opens up interesting avenues for future research on the level of customer participation in OBCs and suggests practical lessons for the development of marketing strategies.

Suggested Citation

  • Wilson Ozuem & Michelle Willis, 2021. "Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 107-129, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70324-0_5
    DOI: 10.1007/978-3-030-70324-0_5
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