Personalised and Participative Branding Through Fashion Blogging

Jenny Cheung (), Delia Vazquez () and Tony Conway ()
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Jenny Cheung: Technological and Higher Education Institute of Hong Kong
Delia Vazquez: University of Manchester
Tony Conway: Manchester Metropolitan University

Chapter 4 in Social Commerce, 2019, pp 59-81 from Springer

Abstract: 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.

Date: 2019
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DOI: 10.1007/978-3-030-03617-1_4

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