Which content types increase participation in fashion social platforms?

Eunju Ko, Eunha Chun, Sangah Song and Kyung Hoon Kim

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 3, 297-313

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.

Date: 2013
References: View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2013.793503 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:23:y:2013:i:3:p:297-313

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2013.793503

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().