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

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초록

Social network sites (SNS) are at the center of social media marketing efforts to engagecustomers and promote fashion brands. In particular, a growing number of fashionfirms implement brand communities via various SNSs, such as Facebook, in order todevelop meaningful interactions and relationships with their customers. This studyidentifies the specific benefits perceived by consumers of fashion brand communitiesembedded in an SNS (BSNS) and examines the impacts of these benefits on consumers’brand relationships and brand loyalty. After qualitative exploration of the communityto understand the practice of BSNS, a quantitative method was utilized to test thehypothesized relationships. The results provide general support for the positive effectof BSNS benefits on outcome variables. Practical managerial suggestions andtheoretical implications are provided.

Abstract

Social network sites (SNS) are at the center of social media marketing efforts to engagecustomers and promote fashion brands. In particular, a growing number of fashionfirms implement brand communities via various SNSs, such as Facebook, in order todevelop meaningful interactions and relationships with their customers. This studyidentifies the specific benefits perceived by consumers of fashion brand communitiesembedded in an SNS (BSNS) and examines the impacts of these benefits on consumers’brand relationships and brand loyalty. After qualitative exploration of the communityto understand the practice of BSNS, a quantitative method was utilized to test thehypothesized relationships. The results provide general support for the positive effectof BSNS benefits on outcome variables. Practical managerial suggestions andtheoretical implications are provided.

참고문헌 (46)

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