Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights

Wilson Ozuem and Michelle Willis
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Wilson Ozuem: University of Cumbria
Michelle Willis: University of Cumbria

Chapter Chapter 5 in The Art of Digital Marketing for Fashion and Luxury Brands, 2021, pp 107-129 from Springer

Abstract: Abstract Despite the proliferation of studies on the emerging computer-mediated marketing environments, particularly on the burgeoning role of online brand communities (OBCs) in the luxury fashion industry, there is a paucity of knowledge of the ways in which the level of customer participation in OBCs affects customer loyalty. While previous research on OBCs mainly examined the role of customer satisfaction and retention, it has neglected the role and level of customer participation in complex OBCs, particularly in the luxury fashion industry. By drawing on existing studies, this chapter presents a customers’ participation filter model for OBCs’ participation. The proposed model opens up interesting avenues for future research on the level of customer participation in OBCs and suggests practical lessons for the development of marketing strategies.

Keywords: Customer participation; Social media; Online brand community; Luxury fashion industry; Active and passive participation; Millennials (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70324-0_5

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DOI: 10.1007/978-3-030-70324-0_5

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