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

Fatema Kawaf and Doga Istanbulluoglu

Journal of Retailing and Consumer Services, 2019, vol. 48, issue C, 144-153

Abstract: The paper aims to investigate the relevance of social media marketing, particularly customer reviews and Facebook pages in online fashion shopping. This qualitative study adopts Personal Construct Theory and employs the repertory grid to investigate the question: ‘how do online fashion shoppers construct the relevance of social media marketing activities in their online shopping experience? Analysis of 25 repertory grid interviews reveal insights that challenge current understanding of the role and relevance of customer reviews and Facebook pages in online fashion shopping. The research contributes novel insights into the rising desire of individuality and the increasing lack of sociality on social media.

Keywords: Customer reviews; Fashion; Social Media; Facebook; Online retailing; Repertory grid; Online fashion shopping (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:48:y:2019:i:c:p:144-153

DOI: 10.1016/j.jretconser.2019.02.017

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