Fashion Film and OBC (Online Brand Community): The Co-authoring Dynamics

Simonetta Buffo ()
Additional contact information
Simonetta Buffo: IULM University

A chapter in Fashion Communication in the Digital Age, 2023, pp 262-268 from Springer

Abstract: Abstract The aim of this research project is to investigate how fashion brands and their online communities begin a co-authoring process in fashion films. Since the early days, fashion market has always enriched its dreamlike imageries with garments and images [1], with the advent of internet, those dressed bodies could move, tell stories and spur deeper engagement. In fact, fashion films are the direct digital evolution of the static fashion magazine images. Transposed on the web, such images can now reach online brand communities who often start a debate on both the fashion film and the brand, thus nurturing the brand contents. This results in a typical communicative flow that we can commonly observe on social media, which has also been object of study by some academics [2–4]. However, the dynamics and inferences produced are not fully clear: the OBCs are often similar to black holes. In order to gain more clarity on the topic, this study compares different types of fashion film with OBCs profiles. The final goal is to outline several classes of engagement and verify the contribution this process has in generating (cultural) contents.

Keywords: fashion film; OBCs; Online Brand Communities; digital consumer; images language; engagement; semiotics; net-nography; big data (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-3-031-38541-4_24

Ordering information: This item can be ordered from
http://www.springer.com/9783031385414

DOI: 10.1007/978-3-031-38541-4_24

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().