Merchandising/Marketing/Retailing: Branding

Understanding Opinion Leaders in Social Media: An Exploratory Case Study on a Local Apparel Business Facebook Fan-page

Authors: Chuanlan Liu (Louisiana State University) , Jennifer Galster (Louisiana State University) , Lisa McRoberts (Louisiana State University)

Abstract

A new age of marketing emerges as a large population grows in the usage of social media. Facebook as a dominating social networking media can be leveraged to reach large fan bases, which may in turn increase customer base. Facebook page fans create User Generated Content (UGC) while interacting with others. UGC is documented communication or interactivity between users that can be considered electronic word of mouth. Word of Mouth (WOM) affects consumer s’ attitudes, emotions and purchase intention (White, 2010).

Keywords: Opinion Leaders, Social Media, Facebook Fan-page, Apparel Business

How to Cite: Liu, C. , Galster, J. & McRoberts, L. (2013) “Understanding Opinion Leaders in Social Media: An Exploratory Case Study on a Local Apparel Business Facebook Fan-page”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).