Consumer Behavior
Author: Hyejune Park (SUNY Oneonta)
Social network sites (SNSs) are in the center of the current apparel brand’s marketing efforts to engage customers and promote products. Particularly, a growing number of apparel companies implement their brand communities via various SNSs in order to develop a meaningful interaction and relationship with their customers. In consumer side, industry reports recently indicated the emergence of a new consumer group, social consumers (Rucker, 2010). Social consumers seek product/brand information through SNSs, share their ideas about products and brands on SNSs, and value the information provided by like-minded people through online communities. This study proposes a research model that suggests the positive impacts of social consumer attributes on engagement in SNS for apparel brands. Among many SNSs, this study focuses on the brand communities embedded in SNSs (i.e., brand pages on Facebook).
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How to Cite: Park, H. (2015) “The Effects of "Social" Consumer Attributes on Engagement in Social Network Sites”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).