Developing a Framework to Understand the Roles of Fashion Leaders and Followers in a Process
of Fashion Viral Marketing Campaigns

Caroline Kobia; Chuanlan Liu

Consumer Behavior

Developing a Framework to Understand the Roles of Fashion Leaders and Followers in a Process of Fashion Viral Marketing Campaigns

Authors: Caroline Kobia (Mississippi State University) , Chuanlan Liu (Louisiana State University)

Abstract

The development of technology in the recent years has impacted many companies’ operations and profitability. Advancing technology comes with new rules for firms to carry out business with their customers and partners. The enormous growth of social media (Twitter©, Facebook©, LinkedIn©, MySpace©, Google©+, Pinterest©, blogs, and virtual worlds) and plethora participation of consumers in these platforms make it imperative for companies to reexamine their business strategies.

Keywords: Campaign, Media, Leader, Follower

How to Cite: Kobia, C. & Liu, C. (2013) “Developing a Framework to Understand the Roles of Fashion Leaders and Followers in a Process of Fashion Viral Marketing Campaigns”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).