Can a fashion brand be social?: The role of benefits of brand community within social network sites

Hyejune Park and Youn-Kyung Kim

Journal of Global Fashion Marketing, 2015, vol. 6, issue 2, 75-86

Abstract: Social network sites (SNS) are at the center of social media marketing efforts to engage customers and promote fashion brands. In particular, a growing number of fashion firms implement brand communities via various SNSs, such as Facebook, in order to develop meaningful interactions and relationships with their customers. This study identifies the specific benefits perceived by consumers of fashion brand communities embedded in an SNS (BSNS) and examines the impacts of these benefits on consumers' brand relationships and brand loyalty. After qualitative exploration of the community to understand the practice of BSNS, a quantitative method was utilized to test the hypothesized relationships. The results provide general support for the positive effect of BSNS benefits on outcome variables. Practical managerial suggestions and theoretical implications are provided.

Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2014.999011 (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:rgfmxx:v:6:y:2015:i:2:p:75-86

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2014.999011

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

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