Which Dress Do You Like? Exploring Brides’ Online Communities
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To find the perfect wedding dress, a bride will consult bridalmagazines, bridal fairs, family, and friends. Today’s bridemight also watch popular television shows such as TLC’s,“Say Yes to the Dress,” or read and/or post comments onpopular online wedding planning sites such as TheKnot.com,Weddingchannel.com, and Brides.com. According to Nelsonand Otnes (2005), “Many brides use the Internet as a resourcebecause it enables them to easily access information and communicatewith widely dispersed providers of wedding resources”(p. 90). Nelson and Otnes (2005) found that manybrides are participating in online virtual communities (i.e.,Internet-based message boards) that “focus on the shared ritualand offer camaraderie and information exchange” (p. 90). Infact, the Bridal Association of America reported that 77% ofbrides in 2009 used the Internet to aid in the planning and/orpurchasing of wedding related products and services. The purpose of this exploratory research is to investigate thetypes of information shared on social media sites by brideswho are searching for a wedding dress. This research isunique because it explores the types of information shared in apopular wedding online community, www.Brides.com. As theinfluence of online communities on purchase decisions, includingwedding dresses, continues to grow; it is important thatdesigners, retailers, and manufactures understand how a bridesonline community friends many influence her purchasedecision. For quite some time, marketers have recognized the potentialof online communities to generate word of mouth. Researchhas shown that consumers seek advice and brand meaningfrom online communities (Brown, Broderick, & Lee 2007;Fischer, Bristor, & Gainer 1996; Granitz & Ward 1996;Moore, Mazvancheryl, & Rego 1996; Muniz & O'Guinn 2001;Scarpi 2010). Jepsen (2006) found that, when researching products,consumers prefer gathering information from people inonline communities rather than through commercial sources(i.e., sales people, brochures, and advertisements). This preferencemay be due to the fact that people join online communitiesbecause these forums share valuable information (Dwyer2007). Our research builds upon the work of Kozinets, deValck,Wonjnicki, and Wilner (2010) by examining the types of informationshared in a popular wedding online weddingcommunity. The information shared on Brides.com differs fromproduct reviews as it is more identity and community driven. In other words the information shared is not driven by traditionalapparel product evaluative criteria of product quality,performance and price. Instead this study provides a uniqueand valuable perspective on the types of information sharedvia consumer-to-consumer word of mouth in online communitiesthat is far beyond the traditional evaluative criteria usedfor apparel purchased. Using established netnography research methods a total of739 individual posts were examined. The conversations analyzedrevealed four categories of discussion: community ritualsand artifacts, communal norms, community cohesion, and communalsharing. Our findings expand marketers’ understandingof word of mouth and its relationship to online communities. Specifically, information shared on www.Brides.com is differentfrom product reviews as it is more identity and communitydriven. The conversations analyzed in the sample of 739 postsrevealed four categories of discussion: community rituals andartifacts, communal norms, community cohesion, and communalsharing. In exploring how community rituals and artifacts shape andinfluence the “dream dress” concept, we uncover the holisticinfluence of community members on wedding dress purchasedecisions. The posts on Brides.com discussed how the bridesfelt deep emotions as they searched for and identified the perfectwedding dress. The communal norms discussion focusedon how much to spend and where to shop. This is not surprisingbecause many brides have a limited budget for thewedding and want to purchase high-quality items within thatbudget. Community cohesion around brands was evident in thedata as the brides questioned and discussed various brands anddesigners of wedding gowns. The fourth category of discussionwas centered around the emotional tension and physical isolationfrom family and friends. In their research on interculturalwedding message boards Nelson and Otnes (2005) foundthat members of the online community often serve as friendsand counselors. The brides seem to trust the other members ofthe community and are comfortable seeking their advice andaccepting as truth their opinion. Findings from this exploratory study provide insight into theword of mouth that impacts complex choices and decisions involvedin the purchase of a wedding dress. Unlike previousresearch on brand communities (Algesheima, Dholakia, &Herrmann, 2005; Kates, 2004; Leigh, Peters & Shelton, 2006;Muniz & Schau, 2007), this study has not focused on thecharacteristics of the community members, but more on theholistic socio-emotional interactions that exist among communitymembers. By becoming members of these types of communities, weddingdress designers, manufacturers and retailers could betterunderstand the questions and issues posited by brides. Findingsfrom the current study identify opportunities where designers,manufacturers, and retailers can better connect with brides. Webelieve the first strategy is to build social media into the businessmodel. Our findings demonstrate that brides want to talkto others about their wedding gown purchase decision process. However, for many companies associated with bridal gowns,social media is more akin to a fan or information page. Thereneeds to be more engagement with brides. While consumersmight understand the evaluative criteria for purchasing a wintercoat or a skirt, they may not know how to evaluate the priceof a wedding dress. Wedding dress designers, manufacturers,and retailers need to educate consumers on the pricing of weddingdress. Videos where designers talk about how a weddingdress is constructed and construction elements that are worthpaying more for and those that are not essential could beposted on the designer’s website with easy links for sharingwith online community forums like Brides.com. Finally, thereis an opportunity for creating online experiences that lendthemselves to mobile (i.e., smart phones and tablet) devices. Apps that connect brides to advice and reassurance would beuseful when the bride is shopping and/or in need of connectingwith members of the bridal community for advice.
Abstract
To find the perfect wedding dress, a bride will consult bridalmagazines, bridal fairs, family, and friends. Today’s bridemight also watch popular television shows such as TLC’s,“Say Yes to the Dress,” or read and/or post comments onpopular online wedding planning sites such as TheKnot.com,Weddingchannel.com, and Brides.com. According to Nelsonand Otnes (2005), “Many brides use the Internet as a resourcebecause it enables them to easily access information and communicatewith widely dispersed providers of wedding resources”(p. 90). Nelson and Otnes (2005) found that manybrides are participating in online virtual communities (i.e.,Internet-based message boards) that “focus on the shared ritualand offer camaraderie and information exchange” (p. 90). Infact, the Bridal Association of America reported that 77% ofbrides in 2009 used the Internet to aid in the planning and/orpurchasing of wedding related products and services. The purpose of this exploratory research is to investigate thetypes of information shared on social media sites by brideswho are searching for a wedding dress. This research isunique because it explores the types of information shared in apopular wedding online community, www.Brides.com. As theinfluence of online communities on purchase decisions, includingwedding dresses, continues to grow; it is important thatdesigners, retailers, and manufactures understand how a bridesonline community friends many influence her purchasedecision. For quite some time, marketers have recognized the potentialof online communities to generate word of mouth. Researchhas shown that consumers seek advice and brand meaningfrom online communities (Brown, Broderick, & Lee 2007;Fischer, Bristor, & Gainer 1996; Granitz & Ward 1996;Moore, Mazvancheryl, & Rego 1996; Muniz & O'Guinn 2001;Scarpi 2010). Jepsen (2006) found that, when researching products,consumers prefer gathering information from people inonline communities rather than through commercial sources(i.e., sales people, brochures, and advertisements). This preferencemay be due to the fact that people join online communitiesbecause these forums share valuable information (Dwyer2007). Our research builds upon the work of Kozinets, deValck,Wonjnicki, and Wilner (2010) by examining the types of informationshared in a popular wedding online weddingcommunity. The information shared on Brides.com differs fromproduct reviews as it is more identity and community driven. In other words the information shared is not driven by traditionalapparel product evaluative criteria of product quality,performance and price. Instead this study provides a uniqueand valuable perspective on the types of information sharedvia consumer-to-consumer word of mouth in online communitiesthat is far beyond the traditional evaluative criteria usedfor apparel purchased. Using established netnography research methods a total of739 individual posts were examined. The conversations analyzedrevealed four categories of discussion: community ritualsand artifacts, communal norms, community cohesion, and communalsharing. Our findings expand marketers’ understandingof word of mouth and its relationship to online communities. Specifically, information shared on www.Brides.com is differentfrom product reviews as it is more identity and communitydriven. The conversations analyzed in the sample of 739 postsrevealed four categories of discussion: community rituals andartifacts, communal norms, community cohesion, and communalsharing. In exploring how community rituals and artifacts shape andinfluence the “dream dress” concept, we uncover the holisticinfluence of community members on wedding dress purchasedecisions. The posts on Brides.com discussed how the bridesfelt deep emotions as they searched for and identified the perfectwedding dress. The communal norms discussion focusedon how much to spend and where to shop. This is not surprisingbecause many brides have a limited budget for thewedding and want to purchase high-quality items within thatbudget. Community cohesion around brands was evident in thedata as the brides questioned and discussed various brands anddesigners of wedding gowns. The fourth category of discussionwas centered around the emotional tension and physical isolationfrom family and friends. In their research on interculturalwedding message boards Nelson and Otnes (2005) foundthat members of the online community often serve as friendsand counselors. The brides seem to trust the other members ofthe community and are comfortable seeking their advice andaccepting as truth their opinion. Findings from this exploratory study provide insight into theword of mouth that impacts complex choices and decisions involvedin the purchase of a wedding dress. Unlike previousresearch on brand communities (Algesheima, Dholakia, &Herrmann, 2005; Kates, 2004; Leigh, Peters & Shelton, 2006;Muniz & Schau, 2007), this study has not focused on thecharacteristics of the community members, but more on theholistic socio-emotional interactions that exist among communitymembers. By becoming members of these types of communities, weddingdress designers, manufacturers and retailers could betterunderstand the questions and issues posited by brides. Findingsfrom the current study identify opportunities where designers,manufacturers, and retailers can better connect with brides. Webelieve the first strategy is to build social media into the businessmodel. Our findings demonstrate that brides want to talkto others about their wedding gown purchase decision process. However, for many companies associated with bridal gowns,social media is more akin to a fan or information page. Thereneeds to be more engagement with brides. While consumersmight understand the evaluative criteria for purchasing a wintercoat or a skirt, they may not know how to evaluate the priceof a wedding dress. Wedding dress designers, manufacturers,and retailers need to educate consumers on the pricing of weddingdress. Videos where designers talk about how a weddingdress is constructed and construction elements that are worthpaying more for and those that are not essential could beposted on the designer’s website with easy links for sharingwith online community forums like Brides.com. Finally, thereis an opportunity for creating online experiences that lendthemselves to mobile (i.e., smart phones and tablet) devices. Apps that connect brides to advice and reassurance would beuseful when the bride is shopping and/or in need of connectingwith members of the bridal community for advice.
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