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.

Social Identity Matters

2017 ◽  
pp. 326-361 ◽  
Author(s):  
Guida Helal ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Identity Theory ◽  
Customer Relationships ◽  
Marketing Communications ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Identity Based ◽  
Fashion Apparel

Fashion brands' online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits. Social media has matured into the prime channel for regular interactions and the development of brand-customer relationships that enrich social identity. Drawing on social identity theory, the current chapter examines how the evolving social media platforms impact on brand perceptions in the fashion apparel and accessories industries. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programmes.

Social Identity Matters

2020 ◽  
pp. 846-881
Author(s):  
Guida Helal ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Identity Theory ◽  
Customer Relationships ◽  
Marketing Communications ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Identity Based ◽  
Fashion Apparel

Fashion brands' online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits. Social media has matured into the prime channel for regular interactions and the development of brand-customer relationships that enrich social identity. Drawing on social identity theory, the current chapter examines how the evolving social media platforms impact on brand perceptions in the fashion apparel and accessories industries. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programmes.

Consumer engagement in online brand communities: a social media perspective

2015 ◽  
Vol 24 (1) ◽  
pp. 28-42 ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Social Media Platforms ◽  
Online Brand Community ◽  
Conceptual Relationships

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

Social-Media-Based Antibrand Communities Opposing Sport-Team Sponsors: Insights From Two Prototypical Communities

2018 ◽  
Vol 11 (3) ◽  
pp. 339-368 ◽  
Author(s):  
Bastian Popp ◽  
Chris Horbel ◽  
Claas Christian Germelmann
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Qualitative Study ◽  
Social Identity Theory ◽  
Identity Theory ◽  
Balance Theory ◽  
Brand Communities ◽  
Sport Team

This study investigated social-media-based anti-sponsor-brand communities and their impacts, not only on the sponsoring brand but also on the sponsored club and the sport itself. Guided by balance theory and social identity theory, the authors conducted a qualitative study of 2 distinctive, prototypical Facebook-based anti-sponsor-brand communities of teams from the German Football League (Bundesliga). The results reveal common findings for both cases, including members’ motivation to oppose a sponsor and, at the same time, to protect the sport. However, the communities differ in terms of their members’ relationships to the club. This results in different consequences for the sponsor and club brands, as well as for other actors in the sponsorship network. To managers of clubs, sponsors, and sport-governing bodies, the authors suggest concerted strategies like image campaigns and interaction with anti-sponsor-brand communities as responses to different community motivations.

scholarly journals Social Media and Social Identity in the Millennial Generation

2021 ◽  
pp. 161-200
Author(s):  
Guida Helal ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Millennial Generation ◽  
Identity Theory ◽  
Customer Relationships ◽  
Brand Associations ◽  
Integral Role ◽  
Managerial Implications ◽  
Fashion Apparel

The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits consumption of that brand guarantees. Social media has assumed an integral role in fostering brand-customer relationships that ultimately augment social identity. The following chapter examines the role social media has played on brand perceptions in the fashion apparel and accessories industry from a social identity theory perspective. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programs.

scholarly journals Social Media and Social Identity in the Millennial Generation

2019 ◽  
pp. 43-82
Author(s):  
Guida Helal ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Millennial Generation ◽  
Identity Theory ◽  
Customer Relationships ◽  
Brand Associations ◽  
Integral Role ◽  
Managerial Implications ◽  
Fashion Apparel

The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits consumption of that brand guarantees. Social media has assumed an integral role in fostering brand-customer relationships that ultimately augment social identity. The following chapter examines the role social media has played on brand perceptions in the fashion apparel and accessories industry from a social identity theory perspective. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programs.

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

scholarly journals Social media brand perceptions of millennials

2018 ◽  
Vol 46 (10) ◽  
pp. 977-998 ◽  
Author(s):  
Guida Helal ◽  
Wilson Ozuem ◽  
Geoff Lancaster
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Multinational Corporations ◽  
Social Identity Theory ◽  
Social Networking Sites ◽  
Customer Relationships ◽  
Content Type ◽  
Managerial Implications ◽  
Marketing Tool ◽  
The Uk

PurposeA phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and development of brand–customer relationships that enrich a social identity. The purpose of this paper is to investigate how this affects business communications.Design/methodology/approachThe study utilized a social constructivist perspective, adopting an inductive and embedded case study strategy.FindingsDrawing on the social identity theory, this paper examines how evolving social media platforms have impacted on brand perceptions in the fashion apparel and accessories industries. Fashion brands’ online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits.Research limitations/implicationsThe paper investigates a specialized marketing activity in the UK. A broader internationally based study would add strength to these findings.Practical implicationsThe paper focuses on theoretical and managerial implications and proffers significant roles that social media and identity may play in keeping up with the design and development of marketing communications programs.Social implicationsMultinational corporations have embraced internet technologies and social media in adopting platforms that their brands can use to contribute content to followers.Originality/valueIn total, 30 potential participants, drawn from diverse backgrounds, were contacted via social networking sites, e-mails and telephone. In total, 22 agreed to participate and their mean age was 26. An open-ended questionnaire allowed for elaboration, providing appropriate responses for a second interviewing phase. Four industry professionals were recruited through the researchers’ personal networks to participate in in-depth interviews that sought to investigate the significance of social media as a marketing tool from an industry perspective.

Knowledge Contribution in Organizations via Social Media

2017 ◽  
Vol 16 (1) ◽  
pp. 12-24 ◽  
Author(s):  
Nicole Behringer ◽  
Kai Sassenberg ◽  
Annika Scholl
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Knowledge Exchange ◽  
Expectancy Theory ◽  
Perceived Usefulness ◽  
Abstract Knowledge ◽  
The Social ◽  
Willingness To Contribute ◽  
Social Media Tool

Abstract. Knowledge exchange via social media is crucial for organizational success. Yet, many employees only read others’ contributions without actively contributing their knowledge. We thus examined predictors of the willingness to contribute knowledge. Applying social identity theory and expectancy theory to knowledge exchange, we investigated the interplay of users’ identification with their organization and perceived usefulness of a social media tool. In two studies, identification facilitated users’ willingness to contribute knowledge – provided that the social media tool seemed useful (vs. not-useful). Interestingly, identification also raised the importance of acquiring knowledge collectively, which could in turn compensate for low usefulness of the tool. Hence, considering both social and media factors is crucial to enhance employees’ willingness to share knowledge via social media.

Sign in / Sign up

Export Citation Format

Share Document