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

2021 ◽  
pp. 107-129
Author(s):  
Wilson Ozuem ◽  
Michelle Willis
Keyword(s):  
Customer Participation ◽  
Fashion Industry ◽  
Brand Communities ◽  
Online Brand Communities

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

2019 ◽  
pp. 143-172
Author(s):  
Guida Helal
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Brand Communities ◽  
Fashion Brand ◽  
Online Brand Communities ◽  
Managerial Implications ◽  
Social Media Platforms

Fashion brands have shifted communication to social media as part of evolutionary modern-day marketing approaches to reaching consumers. Brands have adjusted to a vocal customer through back-and-forth interchange on social media platforms that have progressively facilitated for online brand communities. Social media brand communities serve to engage audiences in interactive settings that resonate with individual consumers across different levels. As brand awareness is augmented, brand impressions are conceived, brand-customer relationships are formed, and a sense of community is fostered around a brand, consumers exploit association to such social media brand communities in advancing social identity. The following chapter explores the impact of social media brand communities on Millennials in the fashion industry, while considering the social identity theory. The chapter focuses on theoretical and managerial implications. This chapter considers the influence social media brand communities and social identity may have on a fashion brand.

Understanding customer participation in online brand communities

2017 ◽  
Vol 20 (3) ◽  
pp. 306-334 ◽  
Author(s):  
Shampy Kamboj ◽  
Zillur Rahman
Keyword(s):  
Systematic Review ◽  
Conceptual Framework ◽  
Customer Participation ◽  
Future Research ◽  
Brand Community ◽  
Research Gaps ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community

Purpose The purpose of this paper is to present a systematic review of customer participation research specifically in online brand communities and summarize a number of basic issues as important research gaps that future research should address. Design/methodology/approach By using the content analysis method, this paper explores, analyses and presents a literature review by closely examining 113 articles published during 2001-2016, primarily from the leading marketing and management journals. Findings The findings of this review show that regardless of the plenty of studies in this area, a conceptual framework for customer participation is undetermined. This review presents a framework describing various antecedents, mediators, moderators and consequences of online brand community participation. Apart from this, various theories and models used in the reviewed articles are being depicted. The literature classification presented in this paper portrays the current trends and patterns of research in this area. This review also addresses research gaps in this area and presents them in the form of future research directions. Research/limitations/implications This review of literature carried out by the authors suggests that customer participation in online brand communities needs more focused conceptual research and the implications of this study will help researchers in this direction. Moreover, the managers can use the identified variables as a checklist to their online brand communities’ activities. Originality/value This paper is the first to provide a systematic review of customer participation in online brand community area that presents a comprehensive knowledge regarding the current state of research in this area on a single platform and provides a conceptual framework.

Effects of online brand communities on millennials' brand loyalty in the fashion industry

2021 ◽  
Author(s):  
Wilson Ozuem ◽  
Michelle Willis ◽  
Kerry Howell ◽  
Guida Helal ◽  
Silvia Ranfagni ◽  
...  
Keyword(s):  
Brand Loyalty ◽  
Fashion Industry ◽  
Brand Communities ◽  
Online Brand Communities

scholarly journals The Effects of Online Brand Communities on Brand Equity in the Luxury Fashion Industry

10.5772/56854 ◽  
2013 ◽  
Vol 5 ◽  
pp. 32 ◽  
Author(s):  
Stefano Brogi ◽  
Armando Calabrese ◽  
Domenico Campisi ◽  
Guendalina Capece ◽  
Roberta Costa ◽  
...  
Keyword(s):  
Web 2.0 ◽  
Brand Equity ◽  
The Internet ◽  
Research Model ◽  
Fashion Industry ◽  
Web 2.0 Technologies ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Purchasing Behaviour ◽  
Other Consumers

Quoting the fashion genius Coco Chanel: “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” This is even more true today than it was back then. Indeed, Web 2.0 technologies have made luxury fashion more accessible to everyone. Nowadays, consumers can instantly access a wide variety of fashion goods on the Internet and share brand experiences with other consumers. In this scenario, Online Brand Communities (OBCs) allow fashion customers to communicate with each other without any restrictions of time and place. For this reason, OBCs are viewed by fashion marketers as powerful instruments to influence customers' purchasing behaviour. The aim of the current study is to analyse the effects of OBC dynamics on brand equity. The proposed research model is applied to eight spontaneous OBCs of the luxury fashion industry.

scholarly journals Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective

2021 ◽  
Author(s):  
Wilson Ozuem ◽  
Michelle Willis ◽  
Kerry Howell ◽  
Geoff Lancaster ◽  
Raye Ng
Keyword(s):  
Social Influence ◽  
Brand Communities ◽  
Online Brand Communities

scholarly journals Becoming Friends in Online Brand Communities: Evidence From China

2016 ◽  
Vol 21 (1) ◽  
pp. 69-86 ◽  
Author(s):  
Zhimin Zhou ◽  
Chenting Su ◽  
Nan Zhou ◽  
Ning Zhang
Keyword(s):  
Brand Communities ◽  
Online Brand Communities

Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

2017 ◽  
Vol 26 (4) ◽  
pp. 375-385 ◽  
Author(s):  
Tuğba Özbölük ◽  
Yunus Dursun
Keyword(s):  
Design Methodology ◽  
Participant Observation ◽  
Opinion Leader ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Different Types ◽  
Online Brand Community

Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant observation. Findings Findings reveal that members of the online brand community share a common goal but they are heterogeneous in many respects. In this research, five different types of brand community members are identified: learner, pragmatist, activist, opinion leader and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community. Practical implications This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one single homogenous target group and can be segmented into subgroups. Findings also offer a deeper understanding of negative characteristics of online brand community members. The role “activist” found in this study may be crucial for marketers, as activists can represent the negative side of online brand communities. Originality/value The literature on brand communities has focused predominantly on the homogeneity of these communities. This paper extends the literature by demonstrating the heterogeneity in an online brand community. The paper contributes to the brand community literature by substantiating that online brand community members can be segmented into subgroups based on their roles within the community. In addition, the paper extends the existing literature on brand communities that has overlooked the destructive consumer roles.

Social Capital: An Influence on Critical to Success Factors in Online Brand Communities

2018 ◽  
Vol 14 (3) ◽  
pp. 268 ◽  
Author(s):  
Stephanie Meek ◽  
Claire Lambert ◽  
Maria M. Ryan ◽  
Madeleine Ogilvie
Keyword(s):  
Social Capital ◽  
Success Factors ◽  
Brand Communities ◽  
Online Brand Communities
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